Escondido OKs huge electronic screen for new Lexus dealer
By: DAVID GARRICK - Staff Writer
Images will include landscapes, paintings, local photos | ∞
ESCONDIDO ---- The City Council has approved design details for a gigantic, illuminated screen that will begin splashing colorful images of art and landscapes onto Interstate 15 later this year when a new Lexus dealership opens on Ninth Avenue.
The 1,296-square-foot screen will be nearly five times larger than the Escondido Auto Park electronic sign situated just off the western edge of the freeway. Lexus officials said their screen must be larger because it will be 450 feet southwest of the freeway.
The operation agreement for the screen prohibits any advertising, but city officials said it will still draw extra attention to Escondido's auto dealers, where sales have fallen sharply the past two years.
Previous attempts to improve the visibility of the city's auto row included the 267-square-foot Auto Park sign erected in the late 1990s, and a 180-foot flagpole added in 2005 that sports an 1,800-square-foot American flag.
A resident living near the new dealership on Tanglewood Lane objected to the media screen when it was first proposed in late 2006, but Lexus gained his support by agreeing to block his view of the screen with a special wall and several trees.
Others have questioned whether the screen, which would be roughly the size of a movie theater screen, might cause crashes on the freeway by distracting drivers. But city officials said the lack of continuous animation would make distractions unlikely.
Design details approved Wednesday by the council dictate that the images not be rotated more frequently than every 20 seconds, and the sign be shut off between 11 p.m. and 6:30 a.m.
A special committee of city employees and Lexus officials will decide which landscapes, paintings and other images to display.
Judy Jones-Cone, owner of the dealership, told the council Wednesday that she would like the screen to display art work by local students, photos by area residents and possibly some images of the San Diego Chargers professional football team on game days.
"We want the mural to give the building a personality," said Jones-Cone, who also owns the Lexus dealership in Carlsbad.
Even if the illuminated screen were not part of the plans, the new Lexus dealership would be remarkable.
The first so-called "super luxury" dealership in San Diego County, it will feature water shows, an upscale restaurant, piano music, meeting rooms and a hospitality center. Similar dealerships have opened recently in Orange County and south Florida.
"I think it's exciting we'll be the first in the county to have one of these," said Mayor Lori Holt Pfeiler.
Other local dealers have supported the arrival of Lexus, predicting the unique facility will draw curious car shoppers from miles away. The electronic auto park sign and the giant flagpole were paid for by the auto park association, which now includes 14 dealers. Escondido also has a half-dozen dealerships outside the auto park, and Lexus will be among them.
Initially, plans called for the screen to be inside clear glass on the third floor of the dealership, but Lexus officials recently decided to place the screen outdoors on the northeast corner of the building, which will rise 70 feet above the ground. Previous plans also called for the screen to rotate between two positions, but it will now be fixed in one spot.
Councilman Ed Gallo suggested the outdoor location could increase the chances for vandalism, such as rocks being thrown at the glass. But dealership officials said the screen will be safely sealed.
City officials said the illumination will vary between day and night, and that the sign will be dramatically less bright than a shopping mall parking lot at night.
The dealership is now under construction next to the Target/Mervyns plaza on the former site of the Escondido Adventist Academy, which is moving to a new site off Deodar Road in north Escondido. Lexus officials predicted the dealership will open by the end of the year.
Contact staff writer David Garrick at (760) 740-5468 or dgarrick@nctimes.com.
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Escondodo wrote on Mar 7, 2008 3:19 AM:If you are going to put earrings on a pig, why not make them big bangles? The joint will still be filled with used car salesmen. I've been watching this scenario play out with particular interest. Visual blight is in the eye of the beholder. I prefer watching the mesmerizing sunsets that this area is so well known for. But that's just me.
Marie-Anne wrote on Mar 7, 2008 7:38 AM:Remember when In&Out wanted a sign for thier delicious burgers? City of Excondido turned them down. Now I have to drive to Vista/Oceanside for a tasty burger. Stupid city!
Hector wrote on Mar 7, 2008 7:46 AM:Will this sign serve as the demarcation line for the West Side Gang? I guess it will be okay as long as it is not super bright and distracting.
What a joke wrote on Mar 7, 2008 8:26 AM:The City of Escondido never ceases to amaze me with their bad business decisions. My first thought upon reading this was the same as Marie-Anne's - they turned down In&Out, but a Lexus dealer can put up a bigger sign. Hmmmm, how many people eat at In&Out, and how many people buy Lexus'? Isn't that a bit of a no-brainer??
US Citizen wrote on Mar 7, 2008 8:49 AM:Once again there are lies being told. The resident previously opposed still is. That would be me. The city and Lexus have been in each others pockets from day one. The original plan for the sign changed, as the article indicates, without any discussion of the change with neighbors. Lexus made us a promise(s) that they will be good neighbors, the sign WOULD NOT be glaring into our living-room window, and that if it does, they will do what it takes to eliminate the problem. Let's see if the promise(s) are kept. There is ONE INTEREST in mind here, the interest of Lexus. Unfortunately, some members of the City Counsel had their minds made up from day one to approve this project. That has been apparent from day one. My question is, who's pockets are being lined?
Why this? wrote on Mar 7, 2008 8:53 AM:I thought California had a no-billboard along freeways code?
Ask wrote on Mar 7, 2008 9:32 AM:Why this, if that was the case, how do the casinos and every other chain get away with it?
Also, next to almost every major sports arena is an electronic bill board.
I think folks putting on their makeup and texting while they drive are a much bigger issue than an electronic billboard.
Also, 1/2 the time you're stuck in traffic there.
Looking to buy a Lexus wrote on Mar 7, 2008 9:34 AM:I'm still buying my new Lexus in Carlsbad. Escondido car dealerships just aren't price competitive. Most of us shop the internet first for price where no huge illuminated signs are necessary. You are all selling the same car, price is what matters.
San Marcos Bob wrote on Mar 7, 2008 9:34 AM:I just don't get it. For anyone to think this is an enhancement of our quality of life...they're smoking something. Five times bigger than that existing LCD sign? For Gosh sakes, the visual blinding and driving distraction that I am assaulted with in making the merge from Northbound 15 to Westbound 78 is dangerous enough. Five times bigger? What a sellout of the greater good!
In & Out wrote on Mar 7, 2008 9:50 AM:Marie-Anne, there's an In & Out on San Marcos Blvd, in the same shopping center as Best Buy.
Karl wrote on Mar 7, 2008 9:55 AM:"Marie-Anne" and "What a Joke" There is an In and Out in San Marcos on San Marcos Blvd. The only member that remains on the city council that voted down the sign is Lori. That coucil was a bunch of no growth at all idiots. In and Out alreday had the sign and building permit approved and had the slab poured when the city council put a stop to the sign.
Chubton wrote on Mar 7, 2008 10:52 AM:If you thought the parked cars in the yard were tacky, wait until you get a load of this big sign we're putting up.
US Citizen - 2nd attempt to post wrote on Mar 7, 2008 11:06 AM:Hey NCT, Is there some reason why you continually chose not to post my blogs? I've posted many on different articles and you don't post them. I submitted this response the first time at 8:56am. This matter deals with me directly. I don't know what research your staff writer, DAVID GARRICK, but he sure didn't talk to me. Instead he tells the public B.S.. Once again there are lies being told. The resident "previously opposed" to this project and expressing the opposition at the City Counsel meeting still is opposed. That would be me. The city and Lexus have been in each others pockets from day one. The original plan for the sign changed, as the article indicates, without any discussion of the change with neighbors. Lexus made us a promise(s) that they will be good neighbors, the sign WOULD NOT be glaring into our living-room window, and that if it does, they will do what it takes to eliminate the problem. Let's see if the promise(s) are kept. There is ONE INTEREST in mind here, the interest of Lexus. Unfortunately, some members of the City Counsel had their minds made up from day one to approve this project. That has been apparent from day one. My question is, who's pockets are being lined?
Danny P wrote on Mar 7, 2008 11:19 AM:I raised the question if the counsil was aware of posible accidents cause for drivers distracted by the sign, the council didn't know and responded asking the representatives of the dealer if CalTrans was regulating that, and they said "no" because the sign is located in the city away from the freeway. that means that nobody is regulating that. I'll bet this city will start to pay more tax money because the negligence of our city council of no looking into safety first. I wonder if somebody in that dealer is giving money to Abed or Gallo's campaign? is time to care for the people and no for special interests!
Bob wrote on Mar 7, 2008 11:24 AM:TACKY, I guess Lexus' can't sell themselves.
Ask wrote on Mar 7, 2008 11:24 AM:Just be happy they didnt bull doze your house.
If you dont like it, Mexico is close.
Mr. B wrote on Mar 7, 2008 11:51 AM:I bet the Escondido council will be driving brand new Lexuses this time next year :-)
I am taking bets wrote on Mar 7, 2008 12:06 PM:I say within one month it will have graffiti on it. Welcome to Escondido, the graffiti capital of the world.
Neighbor wrote on Mar 7, 2008 12:26 PM:Tacky is right. Southern California is is looking very whorish with all of these signs going up. If I want to go buy a Lexus, I know where to go - I don't need a huge sign to tell me.
Those signs are distracting, at night I have to advert my eyes down to the left so not to be blinded.
I feel sorry for the nearby residents, it's hard enough to sell homes these days. Now with the added tacky ambiance it will definitely have a negative effect.
Good going City Council.
Former Councilmember wrote on Mar 7, 2008 1:04 PM:When we turned down the huge sign that In & Out said "they had to have to be successful" (since when does any In & Out need a sign to be successful?) we were trying to keep the I-15 corridor un-blighted. I guess the current Council doesn't really care about whether this sign or a half dozen more go up.... Why not turn the whole freeway into some giant, Tokyo still commercial strip center?
PS.... Lori was not on the Council when the City nixed the In & Out sign.
To Former Councilmember wrote on Mar 7, 2008 2:49 PM:HI LORI!
Selling us Out wrote on Mar 7, 2008 3:21 PM:Just another fine example of how this current City Council has no qualms about selling out it's citizens in favor of business. The evidence is apparent throughout the city.
joke wrote on Mar 7, 2008 3:37 PM:To Judy Jones-Cone, reduce the size of your sign and use the money saved for grafetti and vandalism repairs.
Also, someone call In-n-Out and let em know that we're still interested!!!!!!!! HA!
Umm.. wrote on Mar 7, 2008 7:33 PM:Obnoxious car dealers.. that sign is as big as a 7-11 store! What a joke. Bring on the Lexus Burgers!
Reardon wrote on Mar 7, 2008 8:23 PM:I don't know about the sign -- we will have to see how big it seems from the freeway -- but as the owner of two Lexi, I will be happy not to have to commute to Carlsbad. It is my understanding that the owner of the Carlsbad dealership will also own the Escondido dealership and they will be similar except that the Escondido dealership will be more upscale. How about that -- "upscale" and "Escondido" in the same sentence!
Josh wrote on Mar 7, 2008 8:57 PM:There is no need for such a sign. When did you ask the residents of Escondido if they wanted it. With Lori on the council we have all had to suffer.
Huge sign--RIDICULOUS. The council is obviously in the Lexus pocket. And what can the citizenry do about it? Nothing. So much for democracy. Just try to vote in a sane council next time!
BIG distraction wrote on Mar 7, 2008 10:16 PM:Oh yeah, that will bring bankrupt homeowners into the showrooms. If a motorist is distracted by this behemoth sign and causes a fatal traffic accident, I would sue them for every dime they have.
To Lexus wrote on Mar 8, 2008 2:26 AM:we need a report on the studies done by Lexus or city council about the safety hazard that this sign will bring to drivers on I15, negligence is the word that will be in the law suits agains the city if the city council doesn't do anything about it!
Welcome to Bugzapperville! wrote on Mar 8, 2008 3:25 AM:Nothing says class and sophistication in quite the same way as a GIANT BUGZAPPER! And car dealers say it best. Could there be a reason why Escondido was picked for this monstrocity? This is the perfect reason why we need an educated Design Review Board. Sigh...
To our so called council wrote on Mar 8, 2008 5:36 PM:Maybe we can't do anything about the sign now, however we need to vote these idiots out of office asap. Wow I'm truly shocked at this decision!
greed... wrote on Mar 8, 2008 8:34 PM:is disgusting
that they would even put a sign this big up all to make a few extra bucks
if you have a good dealership with good prices and honest people, word will get around
you dont need a huge distracting sign that could possibly distract drivers to get business
followthemoney wrote on Mar 8, 2008 9:49 PM:Well, I live in the Esco flats and I wish Lori would put this thing near my house, it would be a definite improvement. Maybe they could make the picture dance to the party sounds--oh, heck, it would definitely dance to the partying, there's no avoiding it, we've been a rockin' away here since about noon, my house, my own innards, boom boom boom--turn up my TV--boom boom boom--put in my earplugs--boom boom boom, the ground's a shakin', boom boom boom, plus more and more hollerin' and shoutin' and whoopin' it up as the evening drags on, somebody's havin' fun. Yeah, that would be the ticket, giant screen dancing away, it could be a tourist attraction, fill up some rooms at Lori's new hotel... Boom boom boom...
john wrote on Apr 9, 2008 9:13 AM:The previous attempts to draw customers by using a flag shows that these car dealers will exploit our national symbol for advertising. That alone is reprehensible. What's next? taking our religious symbols? Now they need to impose further on our sky and viewscapes and undermine the conduct of local science taking place at Palomar Observatory. These excessive displays should be seen as a sign of desperation and therefore these businesses don't deserve our consumer confidence. A secure business would use more low-pressure sodium lighting, demonstrating that the car alarms they sell with their cars work just fine.
FENCEMAN wrote on May 5, 2008 2:33 PM:The whole thing is BS.
All $$$$$$$$$$$'s and politics.
Disgusted in Escondido wrote on May 8, 2008 10:45 AM:This is extremely tacky, not to mention distracting to all the already distracted motorists on the freeway, half of them on their cell phones. Now they will have a Vegas billboard to look at. It is beyond me how anyone could call this sophisticated marketing. For such an so called "elite" car dealership...they really bring themselves down by this type of sign. Way to go Escondido, keep up the tackiness of our town.
Ruined by Lexus wrote on May 10, 2008 11:06 AM:The Lexus dealership will be right in my back yard. We have been putting up with all the noise, dust, dirt, etc. Now are we going to have to endure a Gigantic sign shining in our houses plus all the noise that a car dealer-ship makes? How would like to have
them build next door to you, City
Council members???? All you care about is the money that they will pay the city to help you guys meet the budget.
Neighbor of Ruined by Lexus wrote on May 12, 2008 12:50 PM:I live on Tanglewood Lane and this is unfair of the City of Escondido to allow this type of sign to disturb the residents in the area and also cause a dangerous situation on the freeway @ 9th Ave. I can't believe that the did not allow the In & Out sign years ago and now this HUGE sign is being erected. They are also imposing the noise of their construction on us to begin at 3AM! Unbelievable.
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