Monday, Aug. 30, 2010

Baskin-Robbins' signs receive OK from planners

Commissioners vote unanimously to let ice cream company double size

The Planning Commission cleared the way Wednesday night for the local Baskin-Robbins to conform to the new look designed by its corporate headquarters.

Commissioners unanimously voted to allow the ice cream company to double the total combined size of the signs outside of the Pacheco Boulevard business. The vote means that soon the Baskin-Robbins sign featuring the pink and blue "BR" in the center, which has become pervasive in the company's TV commercials, will appear in Los Banos.

Commissioner Norm Donovan said he approved of Baskin-Robbins' proposal.

"I'm in favor of this. We almost lost Chili's because we were hassling them so much about their signs. If we want these corporations to come to town we're going to have to accept their corporate signage," Donovan said.

In 2006, the commission delayed approval of the sign at Chili's restaurant because the company's trademark three-dimensional chili pepper caused it to exceed the maximum amount of space that can be used for a sign in Los Banos. The pepper was later allowed through the issuance of a use permit.

On Wednesday, Commissioner Ann McCauley said she believes the Baskin-Robbins sign looks like "a happy sign" but not every business should be allowed to go against the sign rules.

"I think for a lot of local businesses we should keep the signage within the square footage that's already in the ordinance. I think that when we have franchises they have to comply (with the corporation)," McCauley said.

She said allowing businesses more sign space than is allowed in the municipal code should be done on a case-by-case basis for both small businesses and franchises.

McCauley said the commission would definitely reject a sign that was hugely out of proportion, but she doesn't believe that's what large business want.

"I think most corporations aren't looking to have some sign that's overly huge, looks ridiculous, that just doesn't fit," she said.

The last time the business had what Walt Ballard calls a "face-lift" was when it opened. This summer the ice cream chain's corporate office told all franchise owners it's time for a makeover.