City Rejects Bigger Apartment Signs

Apartment complex owners lost a bid this week to advertise their communities with bigger signs and streamers.

Irvine Apartment Communities went before the City Council on Tuesday seeking permission to increase the number of identification markers at each building front from one to two at bigger developments; to boost the size of signs from 12 square feet to 18 square feet; and to allow decorative streamers on the ends of panels.

The council voted 5 to 0 to deny the proposal, upholding the city’s strict approach to promotional material of any sort. Mayor Christina L. Shea called flags and big signs “gaudy.”

“It’s pretty at birthday parties but not in front of apartments,” she said.

Other council members said there was no need to advertise apartment communities with more eye-catching signs because there is a 95% occupancy rate citywide.

Still, representatives for the apartments said more street advertising is needed because most tenants--who are not familiar with Irvine--find the buildings by driving around.