THE SIGNAGE FOUNDATION FOR COMMUNICATION EXCELLENCE, INC.

At the request of two Washington cities -- Lacey and Spokane -- the writer prepared analyses concerning the costs and benefits conferred by a proposed aesthetic-based sign code which would severely restrict local businesses' ability to communicate with highway travel. The analyses concentrated on the probable costs to these businesses. The approach was conceptual and designed to provide basic education to the city governments on the cumulative economic value of signage to site. The analyses concluded that business revenue losses would result in losses to the community in the form of income and sales taxes which would not be offset by any appreciable benefit. Following the presentation, the city administration of Spokane rejected the proposed code; in Lacey, the proposed code was modified to take into account the visibility needs of the business community, particularly the needs of highway-oriented businesses.

Databased research concerning economic benefits to a municipality from restrictive sign codes is lacking in today's planning or regulatory literature. Therefore, quantitative cost/benefit databased research should be a high priority in all municipalities before undertaking regulation to limit size, height, illumination, color, content or legibility of on-premise signage. For the time being, conceptual cost/benefit analyses such as those conducted by the writer should be reviewed for useful insight into the likely economic impacts of a sign code.