Just over a year ago, The Chestertown Spy published an editorial asking the town to undertake a thoughtful review of the Garfield Center proposal on electronic signage for their renovated performing arts theatre. While the Spy was careful not to prematurely prescribe a solution, particularly given how complex this issue can be for any town, we stated our wishes clearly:
“It might be tempting therefore for the HDC and Town to solve some of this problem by simply ruling out the future use of any form of electronic signage, but we fear this is the easy way out. While technology has indeed been misused in the past, it’s long term capacity to serve an important role in the life of a robust downtown is undeniable and must be embraced rather than avoided.” July 5, 2012
It is was therefore disheartening to note last spring that the Planning Commission had decided it was best for Chestertown to ban electronic signage until the end of civilization.
The commission’s ordinance proposal to Town Council will not serve the public well. The demand for this kind of technology will continue to advance, and the advantages to commerce will grow proportionally. If the Council approves the Planning Commission’s recommendation, the reality of this will be simply kicking the policy can down the road.
It will also be a lost opportunity to take a serious look at Chestertown’s overall signage policy, which for many town residents and merchants is currently seen as lacking in consistency and anti-business.
A disciplined review of the town’s signage policies could provide real benefits to improve and update signage standards for digital as well as analog displays, which can not only improve commerce and tourism, but also the self-image of the community.
It is hoped that the public hearing on the Planning Commission’s recommendation this coming Monday evening will allow the Town Council to seriously discuss this issue and the inherent dangers of not having a more real world, long term solution for electronic as well as traditional signage in our community.
And this starts with long term planning. Rather the run away from signage issue, the Town Council should assume leadership by creating a task force to constructively find a way forward on what kind of signs Chestertown needs and how they should look to help our town be more commercially viable and more transparent in regulations, and more fairly applied.
joel brandes says
The first question that needs to be addressed is what the town and its citizens wish to be. Is it to remain a historic town with small, niche business, or does it favor being commercially viable. When the town chose to fight Walmart’s building a big box store that decided the issue. Serious shoppers went to Delaware. Likewise there was never a serious attempt to attract a stream of tourists. That was left to St. Michaels. Neither has there been an attempt to grow the customer base thru residential development. With only 4,000 town residents and less than 20,ooo in the county, together with inadequate roads it is hardly a commercial mecca.
Notice the scarcity of chain stores in the area. Those that know business best, avoid the area. When evaluating a location one of the first things is to obtain a traffic count. How does High Street compare to Rte. 50 in Easton? Main street in Middletown? Rte. 13 in Dover? I’m sorry Dave, but a sign won’t change that. The main thing the town has going for it, is its historic significance, including the college, and that is not taken advantage of.
Keith Thompson says
What’s really annoying about your post is that you’re essentially correct. The sign ordinance isn’t really the issue per se, or whether or not signs are an effective form of marketing; instead it’s the town’s inability to define what it wants to be. The frustration that many businesses (or non-profits) face is precisely that lack of definition which leads to either arbitrary or fly-by-the-seat-of-the-pants decision making which leads to discrepancies such as the Garfield Center not being able to put up an LED sign after the i-Sign was installed just a few blocks up the street.
Stephan Sonn says
Keith
You are right. Signs are the current morph but the issue actually is the continuing clash of cultures in this town.
The fight is the product of a few die hard colonial guardians and one newcomer in particular riding
the wave of reaction they conjured up. The process is as corrupt as those who relish the confusion.
joel brandes says
Sonn:
I had read, with great interest, you piece on the New York Deli. Putting aside any factors that may have contributed to Jeff’s lack of success, he was right about a vital thing. Though the town permits one time events, it’s not enough. For a business and even a cultural enterprise to thrive, it requires a steady stream of people. You seem to believe a sign will make all the difference for the Garfield. I believe if there were greater numbers of people, attracted to High Street, the sign would be irrelevant.
Stephan Sonn says
Aesthetic signing is the life’s blood of theater.
What do you know about theater?
Stephan Sonn says
Brandes
Jeff said the deli failed on high gas prices that
caused people to take fewer trips to town.
Matt Garfield was a frequent patron.
I can think of one occasion when the Marquee issue came up
Now Jeff is not theater folk but he grasped then and says now
That theater is nothing like retail. It is not marketed that way.
In my lifetime of some experience
I have never seen anyone sane kick
more dead horses than you do and the
act out like the fountain of epiphany
Peter Newlin says
The editorial is right, this is the best “opportunity to take a serious look at Chestertown’s overall signage policy, which for many town residents and merchants is currently seen as lacking in consistency and anti-business” and we do need a task force to undertake it, a task force with representatives of all of our diverse interests, a preservationist, a merchant, a town planner, an architect, a video artist , a leader or two who have long lived in the neighborhoods affected by our Historic Marketplace… People who are accomplished in their fields, know how to reach a compromise, and are also deeply invested in the future of our town. Let them bring in experts to advise as they see fit, or witnesses who represent the various stakeholder. Furnish them with town staff for research, meeting preparation, help with the agenda, etc.
Require that they document what they are learning, prepare a list or core issues, make findings of fact, record decisions on an issue by issue basis, and then provide a preliminary report for public comments, with plenty of time for the stake holders to respond. After which, they can revise their positions and report their recommendations. All of us who have tied our fortunes to Chestertown’s will come out the winners.
Thank you, Mr. editor, you have illuminated the path forward. This can be a great first step for deciding what we want our marketplaces to be.
Melinda Bookwalter says
It’s just a sign.
Why all this entrenchment and lines drawn in the sand? Surely something can be written to allow the TWO theaters (ONLY theaters) in town to have tasteful electronic signs. I doubt that C’town is going to become a town of movie theaters. Send the dragon of precedent back to its’ den.
C’mon, folks, it’s only a sign: it will be neither the devil nor the savior.
Stephan Sonn says
Well said.
joel brandes says
Your right, it’s just a sign. I don’t believe it will make much difference to either the Garfield or the town. However, think out of the box. Imagine the impact of 2,000 visitors, seeking restaurants, entertainment, and souvenirs of their visit would mean. Sort of like Washington College graduation every weekend. Picture 2,000 pedestrians walking on High Street. If the town truly wishes to be commercially viable all it has to do is encourage tourism.
Fletcher R. Hall says
Just like the Congress in Washington, D.C., the Chestertown Town Council continually just kicks the can down the road. The Spy is correct in their observation of this trait and methodilogy of “dealing with Issues”. The council is the greatest debating society in town. Just as with the Congress, a wholesale cleaning out of the “politicians”in yHall might help improve the governance of the town. But, even that direction may be problamatic for many voters who continue to like to live in the past and only compalin, with no forward thinking initiatives ever initiated. Mr. Brandes is quite correct about the town promoting a very historic college, with national recognition, which has been sitting in the town since 1782. Not too many years since the founding of Chestertown. The lack of marketing and promotion of a town with a variety of natural attractions is criminal. And, the excuse about a lack of funds for matketing and promotion is a joke. How much money does the hotel roon tax bring in a year?
Just like the “fight” over allowing certain stores to locate near Chestertown, the sign fisaco sends negative messages both near and far and wide. I read a long time ago, “if you do not blow your own horn, you will never hear beautiful music”. Chestertown has no horn and apparently wishes to not allow an adaquate sign to even promote a horn or anything else.
The journey of a thousand miles begins with the first step. Will this town even learn to walk?
joel brandes says
Fletcher:
How about this for a novel thought. The town could franchise tour companies or grant concessions to vendors, which would likely fund a marketing effort. I think that comes under the heading of planning for success. There is a long list of historic attractions that bring visitors in droves. I’ve been to many of them and most don’t hold a candle to Chestertown. Of course then we might not be able to roll up the sidewalks.
Stephan Sonn says
Good editorial
Difficult problem compounded by ignorance.
Does anybody really know ore care to know
what art forms exist under the LED.
LED can range from flashing lights
to the best stills and video ever.
Why doesn’t Garfield sponsor a
Night of LED Arts Presentation
for free public viewing
Yes I have experience in the business
But the response from Garfield was just polite.
David bowering says
Mindless platitudes and horribly mixed metaphors posing as thoughtful comment. Not a constructive word in the comment.
Stephan Sonn says
Spot on.
joel brandes says
One has only to notice the scarcity of national chain stores in Chestertown. Those that understand business best do not chose to locate here. It has nothing to do with a sign ordinance, there are simply too few people for a business to make a significant profit. The chains are not charitable institutions. A local mom and pop store can get by with less, but generally speaking, their investment is significant and would be better rewarded on a high traffic road. I am thankful that for whatever the reason they chose to locate here.
If we wish these local enterprises to be more commercially viable, then something must be done to increase the number of customers/ patients/ patrons or clients available to them. In the process we would be creating jobs for local people. I might be beating a dead horse, but Chestertown has unique attractions to which tourists would flock, if invited. The best example I could give is the Tea Party (not that one Sonn) reenactment. It draws thousands with little publicity.
Please bear with me as I present some thoughts. St. Louis Cathedral, in New Orleans draws thousands to view its edifice. Is Emanuel Church bereft of historical significance? Is not the Chester River a wonderful cruising attraction? Is the Fish Whistle location not a beautiful spot to dine? Get the idea? Chestertown is a better attraction than many others that draw hundreds of thousand of visitors annually. As a retired person, I am quite content with Chestertown as it is. However, I recognize others are not as fortunate and deserve a chance at a more lucrative life. BTW- There are no LED signs in Mystic Seaport, Strawbridge Village and (I believe) Mount Vernon. or Old Williamsburg.
Steve Payne says
I don’t think a separate regulation for Theatres would be legal unless it could be shown that there was a specific reason. A separate regulation for a Historic area seems to be fine if the Gov. so chooses.
https://www.thesignagefoundation.org/Portals/0/A-28FindingCommonGroundFreeborgSlides.pdf
https://www.thesignagefoundation.org/Portals/0/OnPremiseSignRegulations.pdf
https://www.thesignagefoundation.org/Home/tabid/36/Default.aspx
Peter Newlin says
Because what the are offering changes every week, or more frequently, theaters are broadly recognized to need more signs than any other business. For example, in 1996 the town of Chestertown created a special exception for the theaters in C1zoning, in other words for the Chester 5 theater. It allows this theater to install 5 more signs than any other business in town.
The current proposal, which Chestertown’s Town Council will be hearing on Monday, August 19th, will create a special exception for a historic theater in C2 Downtown Commeriial zoning (that is, the Garfield Center) to erect a “Marquee Sign”‘ everywhere else prohibited. This does not apply to the Chester 5 because it is zoned C1.
There is no legal problem with allowing special signage for a specified business type. For example, gas stations are allowed free standing signs to market their fues, including changeable pricing, which they are required to keep current. No other businesses are subject to such sign regulations.
What is prohibited is for example allowing the Chester 5 some special exception which would not apply to any future theater in the same zoning district. The current proposal for Marquee Signs downtown avoids falling into that error by requiring that any allowed Marquee Signs must be based on historical evidence. Thus Chestertown is currently proposing that the currently prohibited “Garfield Center” marquee signs – there are 3 of them – be allowed subject to the Historic District Commission’s finding historic precedence, which it has already done.
Obviously Chestertown’s regulatory officials are well aware special exception can created for theaters. There is already one on the books (although it wasn’t published for 17 years) and they are proposing to creat another. However, a few town officials want a categorical prohibition of all of the emerging electronic signs, and did misrepresent to the Planning Commission that creating an exception for theaters is illegal.
Our Planning Commission has repeated that untruth in their recommendation to our Town Council. Hopefully, one of our town leaders will seek to set the record straight at the hearing. We shall see.
For more about this, please see the Spy OpEd: The Gold & Grit of Signage
Steve Payne says
Peter,
I agree and special exceptions or variances are usually how it’s done. I’m saying that putting different regs in an sign ordinance for one permitted use which are different than another might be a problem. Most retailers, restaurants, etc also change their offerings frequently.
As everyone seems to agree, decent signage is important for any commercial business and coming up a good ordinance and application/approval process shouldn’t be that hard to do.
Peter Newlin says
You make good points, Steve. Let me please add that we do have a precedent. As discussed in the Spy essay “the Gold and Grit of Signage” the town of Chestertown amended its Sign Regulations in 1996 to create a special exception for the Chester 5 Theaters granting 5 more signs to this business than any other in town. As the Zoning Administrator explained: “You can’t have a theater without letting them advertise their shows.” What the Town Council has done for the Chester 5 it can certainly do or the Garfield Center downtown. In fact, that would be produce more uniformity, not less.
Steve Payne says
Also, Gas Stations do have a specific reason to have those special sign regs. They are required by law to post prices.
Peter Newlin says
Understood, gas stations are required (by federal law) to post prices. But, are they required to advertise the oil company which has refined the fuel? Whenever regulations are enacted, we can be sure businesses lobby for a countervailing advance in their commercial interest. With signs, that would be the opportunity for related marketing.
Our town leaders behave as if our businesses are its enemy. More realistically, businesses are just as much ‘us’ as are our residential (voting) neighbors. Chestertown has a policy of never appointing an out-of-town property owner to any of its committees or commissions. This is not law, just an unwritten policy position of a benighted administration.
It is long past time that we require our municipal committees, commissions and town council to respectfully listen to everyone who has a concern. Chestertown’s Historic Areas Ordinance requires they be open to anyone who wants to speak. The Planning Commission’s and Town Council’s do not.
Where appropriate, the new leadership (elected Mayor and Council) can change the regulations to require, for example, that the Planning Commission listen to any citizen or group of citizens who come with a concern to their meeting ( if not immediately, then soon thereafter). Respectful listening is a first step toward open democracy.
Steve Payne says
While we’re on signs, I’d like to say good job to The National Music Festival. They put up a nice banner sign on the fence next to the multi panel display on 213 near Peoples bank.
Most users of that display just put up the same panel over and over or paint it with the same colors etc so nobody ever notices it.
joel brandes says
When deciding if tourism would be beneficial to Chestertown, consider these numbers. Strawbridge Village and Mystis Seaport average about 700,000 visitors a year. Lets assume Chestertown could get half that number. Williamsburg draws 3 million, which would probably bury Chestertown. I can’t find the numbers for St. Michaels , but that would be interesting. The average tourist spends $67 per person, per day. For Chestertown’s economy that totals $23,450,000. I won’t attempt to figure the multiplier effect.
When you consider The Tea Party reenactment, trying to exclude locals, attracting an average of 95 people a day doesn’t seem unreasonable. To my knowledge no business on Cross or High street can come close to generating that amount of revenue. Nor can they create the number of jobs purism would bring. How much disruption is created when parents come to town for graduation at Washington College?
joel brandes says
Think, if you will, of the town as a power company. Now think of a stream of people as a power line. The power company (town) provides a power line (people) into which commercial enterprises may tap. What I am seeing thus far is that the shareholders (citizens) of the power company (town) have elected to prohibit the power company (town) from erecting a power line (people) to serve the commercial enterprises.
The shareholders (citizens) have the ability to make changes if they so desire. Consider a sign as the connection to the power line (people). Now comes the sticky point. How strong is that connection (sign) permitted? Another and vital consideration is what will fuel that power? I contend the fuel is the historic district.
Peter Newlin says
I’m struggling to follow your thinking here, Mr. Brandes, but if you are thinking it is the citizens in Chestertown who are opposed to equipping the Garfield Center with a programmable sign, that isn’t so. Both contiguous neighborhoods, Queen Street and High, have provided the Town Council with petitions in support of the Garfield Center’s proposal. To the best of my knowledge, there are no petitions in opposition.
The Downtown Chestertown Association (local merchants) voted unanimously in support last October, and has sent the Town Council a letter to that effect, in which they recognized the Garfield Center as an anchor business downtown, and in need of a programmable sign “to be financially viable and sustainable. The Garfield is an economic driver in downtown Chestertown. A successful Garfield Center will contribute to the success of downtown Chestertown.” To the best of my knowledge, one lawyer has written a letter in opposition.
Chestertown’s Historic District Commission has twice voted it approval of the Garfield’s proposal, and in the second vote, took an oversight role for a 6 month trial period, after which the HDC gave notice that it reserved the right to impose additional restrictions to ensure that the Garfield operates its sign with good citizenship in the Historic District.
The opposition to considering this emerging technology is primarily coming from town staff. They have been supported by the Planning Commission, where no one is required to have any historic preservation background, nor does it routinely review sign permits. In fact, arguably the Planning Commission is seeking to usurp the HDC’s role, despite its lack of preservation expertise, and sign permitting experience. In short, it seems certain of Chestertown’s officials were not happy with the (HDC’s) decision reached through proper channels, and so they seek to generate a reversal by those unqualified to judge.
To some extent this end-run around proper channels parallels how the Town went about “permitting” the I-Sign, except, it that case it seems they feared they could not convince the HDC that the I-Sign would do no damage to the Historic District, so they simply bypassed the HDC review in spite of the fact that it is required by Chestertown’s law. As you can see, these particular officials are no friends of democracy. They would rather we all go away so they can decide our collective fate all by themselves.
I believe we can cooperatively strengthen Chestertown’s marketplaces if our town’s permitting processes are reformed with requirements that our Commission must always be open to citizen input (business owners and their neighbors) and they must keep complete and public records to demonstrate they are following an evidence-based decision making process. Our HDC already does that very well, but if such a requirement is ever imposed on Chestertown’s Planning Commission, it will come as a severe culture shock.
Even so, we can hope some of our Mayoral candidates are leaders who want to advance such an agenda for reform. As a downtown property owner and business leader for the last 35 years, I am more than convinced the future competitiveness of our marketplaces depends upon it.
joel brandes says
Chestertown is one of those rare places that can have its cake and eat it. Nothing mentioned here will change the quality of the historic district or the college. Attracting historians, architects, scholars and the curious in manageable numbers would not be disruptive. The number of hotel rooms and bed and breakfasts is the controlling factor. A steady stream of tourists interested in the towns history, is nothing like the flood of people attracted by the Tea Party reenactment, though the Sultana would remain a key attraction.
As a Queen Anne’s County resident, I have no vote in Chestertown, I can only suggest that people follow your advice and elect responsive officials.
joel brandes says
The fastest growing segment of the tourism industry is cultural heritage tourism. It takes advantage of what a community already has, its historic places, culture and scenery. Chestertown has this in abundance. To film a documentary on the Boston Tea Party, you have to come to Chestertown. Monument park tells the story of the country. That’s just for openers. Every building has a history waiting to be told.
Alex Smolens says
Peter,
To serve as contrast – This taken at about at 4:15pm on Sunday. Kind of makes me think I should be open.
[IMG]https://i.imgur.com/jSgz1hD.jpg[/IMG]
(If the spy doesn’t support embedded image in posts – https://i.imgur.com/jSgz1hD.jpg)
Holly Geddes says
Alex, this image is almost identical to the one I submitted with the article that I submitted to the Spy. (This article was never posted. Editor’s choice, no problem). Clearly, neither theater has useful, functional signs. Signs are part of an overall plan to promote a business, event, location or campaign. The lack of effective signs limits the ability to promote.
I am going to back up what Peter Newlin said about the support of residents near the theater. I was one of the persons who carried the mentioned petition up and down the first block of N. Queen Street. I contacted most of the residents and all except one said yes to the LED sign. Some even thought the lights would add an element of beauty to the area.
As a Mayoral candidate, I will take the advice Margo gave the night she said that she would not run again. I will review and revisit the issues that affect the lives of the citizens and stakeholders in Chestertown. I was delighted to hear the arts community, the Historic Society (different from the Historic District Commission) and others calling for reform in the area of signage. I want to look at all the restrictions that affect our businesses in a negative way. The mind-set of limitations and saying “No” that has prevailed needs to be revisited and revamped. I hope to lead and facilitate the efforts of stakeholders in Chestertown to reform this mind-set. We need competitive marketplaces in Chestertown’s future.
Stephan Sonn says
Well said Holly. I like your serious side.
joel brandes says
I suggest a list be made, starting with business’ that existed in Chestertown 50 years ago, that are no longer here. Then attempt to find the reason, focusing on those whose owner retired. If that enterprise had produced a reasonable profit, it likely could have been sold at a multiple of earnings. However long the owner survived, but survive the owner did, would seem to indicate the business climate fostered by the town is not conducive to success.
Steve Payne says
Holly,
I think he attempting to show the full parking lot.
Ron Moore says
Perhaps Holly, but forcing a Theater to change movies like gas prices each week is a ridiculous act of backwards thinking, both for the Chester Five and the Garfield.
Thomas Sallee says
Digital signage may be expesive at first but it will turn out to be more cost-effective than other forms of advertising. Print ads need continuous printing while digital signage only needs a software to display creative and informative stuff.