AGOURA HILLS : Signs Measure Put on Nov. 2 Ballot

An initiative that merchants say could control visual clutter along the Ventura Freeway without putting them out of business--but which Agoura Hills City Council members oppose--has been placed on the Nov. 2 ballot.

The council has opposed the plan encouraging business owners to lower or group their signs, but was forced to schedule a public vote after a coalition of merchants gathered nearly 2,000 signatures on petitions demanding a referendum.

“I don’t want people to be deceived into thinking that this will automatically lower the signs,” said Councilwoman Fran Pavley, who plans to campaign against the measure, at a council meeting Wednesday night. “I want people to know what they’re getting. I don’t think this is a compromise.”

In 1985, merchants were given seven years to remove their pole-mounted signs, some of which are more than 100 feet tall. Only 10 have done so during the last year. The 35 signs still standing are in violation, but city officials have held off enforcing the ordinance pending negotiations with merchants.

The merchants’ group accused the council of refusing to compromise, and launched its successful petition drive. The group contends that removing the signs would cost merchants up to $10 million in business a year and would force many to close.

Jess Ruf, owner of Lumber City on Agoura Road, said the ballot measure would work because merchants have pledged to follow its guidelines, if approved.

“The businesses are not going to make commitments and not stand behind them,” Ruf said after the meeting. “They have the most to lose--they rely on people for their business.”

Pavley argued Wednesday that the proposal fails to require business owners to lower or “cluster” the fast food, gas and other signs.

She said approval of the initiative could increase the number of signs, which many residents feel are a blight on the stark, desert landscape, because it would allow replacement of those signs taken down since 1985.