Sign Ordinance Survey Results and Analysis

  April 27, 2005

I.                  Survey History and Methodology 

Earlier this year, the Hutto City Council appointed a special committee to review the city’s sign ordinance (City of Hutto Ordinance No. 113-03 B) and subsequent amendments.

In late February, committee member Tony Franzen met with Hutto Chamber of Commerce Board Chairman Ken Ludwig and newly hired President Elizabeth Page about gathering recommendations from Chamber members regarding whether the law should once again be amended and, if so, in what areas.

The Chamber drafted, printed and distributed more than 350 surveys to area business representatives via mail and e-mail. About 27 surveys were returned to our office, representing about an 8 % return.

 II.               Overview of Results

 A.     Respondents

Forty-six % of those business owners or managers who responded to the survey have had a business in the Hutto area for between 1 and 5 years; 27 % have been operating in Hutto for less than 1 year and 15 percent have been open for more than 10 years. The breakdown of the length of time respondents have been in business in Hutto is as follows in Table 1.

 Table 1: Length of Time in Business

 No. Years                   Percentage of

In Business                 Respondents

 >1 yr.                                       27%

1-5 yrs.                                    46%

5-10 yrs.                                    8%

10+ yrs.                                   15%

 Of the 26 surveys on which respondents marked the location of their businesses, 27 % reported they are located on Front Street, 23 % on East Street and 15 % on US Hwy. 79. The remaining 35 % were located on either FM 1660 North, FM 1660 South, Tradesman Drive, in a home, in another city, or “other” was selected on the survey.

 B.     Kiosk Program  

Most business representatives that participated in the survey were not impressed with the current kiosk sign program as an effective means of diverting traffic from major roads to commercial pockets within the city. Many said the individual business signs were much too small in size and therefore difficult to read, especially along US Hwy. 79, where vehicles travel at higher rates of speed.

Some business representatives reported they feel the signs do serve the original purpose of the kiosk program – to provide directional signage – but most agree the individual signs are too small and difficult to read.

The kiosk signs have “very, very limited benefit for those non-homebuilders that have a sign,” one response read.

“Kiosks have been helpful to some degree, but it certainly should not be the only signage that is allowed. Too little – too hard to read – too much of a good thing,” another respondent wrote.

 Recommendation: The Hutto Chamber of Commerce supports the general consensus of survey respondents that, while they serve some businesses well, homebuilders in particular, the kiosk signs are not the most effective means of promoting local businesses. However, the Chamber feels the kiosk program should be continued as it can complement other promotional efforts.  

 C.     Sign Materials and Sizes

The survey asked business representatives their views on the types of sign materials and sizes of signs currently allowed in the ordinance.

Many respondents told us that the types of materials required were too restrictive and sometimes not suitable for the surrounding architecture. One respondent wrote, “Allow for metal signs; stainless, painted, rusted. Allow use of all appropriate sign materials. Also allow for signs that include artwork, etc.”

Many, however, think the types of materials required, such as native stone, cast stone, brick or rough cedar, are perfectly fine.

The square footage of signs allowed on a business’ building right now can total 1.5 times the linear measurement of the front of that business. A survey question about this was often left blank by respondents, perhaps indicating it wasn’t an issue for most businesses.

Some, however, feel the requirement should be increased, and at least two respondents suggested bumping the requirement up to 2 times the linear footage.

Recommendation: The Hutto Chamber of Commerce supports an amendment to the Hutto Sign Ordinance that would expand the types of sign materials to be used to construct area signs. This will allow for greater aesthetic diversity and will allow for use of materials appropriate to various commercial areas of town, such as the Historic District. The Chamber also recommends that the Hutto Sign Ordinance be amended to allow a business to exhibit signs totaling an area 2 times the linear footage of the business’ frontage. 

D.      Temporary and Off-Premise Signs

Regarding temporary signs to advertise the sale, lease or rental of property, survey respondents were split, with a slight majority or about 59 %, reporting they are unsatisfied with the current law governing temporary signs. Suggestions included allowing for substantially larger signs for commercial acreage and allowing two signs for corner lots that face different roadways.

A large majority of respondents, about 76 %, who answered the question about off-premise signs would like the city to allow these signs as a means for businesses to advertise special offers, events, auctions, etc. on a temporary basis. Currently, the only off-premise signs allowed in the ordinance are signs within the City of Hutto’s kiosk sign program.

About 24 % of respondents to this question felt the current rule governing off-premise signs was satisfactory. 

Recommendation: The Hutto Chamber of Commerce recommends that the City amend the Hutto Sign Ordinance to include larger sized signs to advertise the sale, lease or rental of large tracts of commercial property. The Chamber also recommends the City reconsider its ban on off-premise signage and allow a certain number of off-premise signs per business on a temporary basis, perhaps limiting the number per year, etc.  

E.      What type of signage would help businesses thrive?

In conducting the sign survey, the Chamber wanted to solicit new ideas and perspectives about what type of signage owners and managers thought might help their businesses grow. An open-ended question to that effect garnered some interesting responses: 

“A very professionally done sign; easily visible from the highway (US 79) with our company name, slogan and telephone number and Web site address would be great.” 

“Possibly painting on the building .…”  

“Allow for farm and ranch real estate and commercial signs …. These are temporary signs that often bring lasting results to the business and residential community.”

 “Larger, lighted signs.” 

“Lighted panel or channel signs; larger; elevated for traffic to see. Temporary banners or signs in parking areas or along the right-of-way.” 

“Original colors, letters and logos above my door – get rid of the ‘consistency’ of same colors, etc.”

“Signs at frontage road and US 79 so people know my location and what the business is since my company sign is too small to read from 79.”

Some comments are directly attributed to the problem of parked trains on the Union Pacific Railroad spur along US 79 in Hutto:

 “We need signs that are large/high enough to see over the trains.”

“Billboard/bandit signs to be put on Hwy. 79 advising people that there’s a business complex on the other side of the train.” 

“Signs that can be read over the parked trains.” 

III.           Conclusion

The Hutto Chamber of Commerce appreciates the opportunity to provide information and recommendations to the City Council via the sign focus committee regarding this issue. 

Chamber staff and board members recognize the difficulty faced by members of the sign focus committee, the Planning & Zoning Commission and the Hutto City Council regarding decisions about signage that must strike a balance between business owners and residents while maintaining a first-class aesthetic for the city.

However, the Chamber supports survey respondents who feel the current Hutto Sign Ordinance could be amended in the above-mentioned ways to allow more visibility for Hutto businesses. Signs often are the first impression businesses make on commuters and those traveling through town and can be the most important for attracting new, walk-in customers and clients.

Hutto is at a pivotal point in its development. The city has been flooded with rooftops, but large-scale commercial development has been slower to follow. While this is a normal pattern, those businesses that have established themselves here have done so without the benefit of a large number of other commercial enterprises which attract customers and clients.

During this emerging commercial phase of the city’s development, the Chamber supports any efforts the city can make to help small businesses draw traffic from major thoroughfares.

The recommendations above represent, the Chamber believes, small steps toward compromise that will help businesses grow without compromising a clean, uncluttered cityscape.