TO: PLANNING COMMISSION
FROM: BRAD JOHNSON, COMMUNITY DEVELOPMENT DIRECTOR
DATE: DECEMBER 2, 2025
SUBJECT:
Title
AMENDMENT TO THE CLAREMONT MUNICIPAL CODE REVISING PROHIBITED FORMS OF SIGNS TO CLARIFY THAT CERTAIN ROTATING DISPLAYS IN THE COMMERCIAL FREEWAY (CF) ZONE ARE NOT A PROHIBITED FORM OF SIGNS (FILE #25-CA02). CITY INITIATED.
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SUMMARY
The City Planning Division has initiated an amendment to Claremont Municipal Code (CMC) Chapter 18.010.010 (B) to clarify that the restriction against rotating, revolving, or otherwise moving signs designed to attract attention by visual means does not prohibit carousel displays on a rotating platform (typically used by automobile dealerships) in the Commercial Freeway (CF) zone; rather, car carousel displays are permitted in the CF zone, subject to approval of a Special Use and Development Permit (SUDP).
The proposed amendment was prompted by the recent interest from Claremont Knight Chrysler Dodge Jeep Ram auto dealership to allow a car carousel display that is intended to display a vehicle on a raised and rotating platform to drivers on the 10 Freeway.
Approval of the amendment would not result in the approval of any proposed moving signs; rather, it would clarify that these types of displays are not outright prohibited in the CF zone. The proposed amendment would allow the freedom needed for an auto dealership to utilize an innovative vehicle display technique for auto sales. These rotating carousel displays must comply with the City’s existing regulations for lighting, banners, and off-site advertising and would require approval of a Special Use and Development Permit (SUDP). The City’s existing regulations and SUDP process ensure that the character and integrity of the commercial area would be protected and address any potential impacts to adjacent neighborhoods and motorists.
While the proposed amendment responds to the immediate needs of the dealership owners, staff believes that allowing the displays also aligns with the City’s long-term interest in promoting economic development, and more specifically, it will potentially provide a catalyst for the increase in commercial activity and sales taxes collected in the area by attracting potential customers for the existing and future auto dealerships within the Claremont Auto Center.
State law (Government Code Section 65853 and 65850(b)) requires the Planning Commission to hold a public hearing and provide a written recommendation on the proposed Ordinance. A draft resolution recommending City Council approval of the Ordinance is Attachment A to this report.
RECOMMENDATION
Recommended Action
Staff recommends the Planning Commission adopt a RESOLUTION OF THE PLANNING COMMISSION OF THE CITY OF CLAREMONT, CALIFORNIA, RECOMMENDING THAT THE CITY COUNCIL ADOPT AN ORDINANCE AMENDING TITLE 18 - SIGNS, SECTION 18.010.010(B) OF THE CLAREMONT MUNICIPAL CODE TO CLARIFY THAT CERTAIN ROTATING DISPLAYS IN THE COMMERCIAL FREEWAY (CF) ZONE ARE NOT A PROHIBITED FORM OF SIGNS (FILE #25-CA02). CITY INITIATED.
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ALTERNATIVES TO RECOMMENDATION
In addition to the recommendation, there are the following alternatives:
• Deny the proposed amendment to Title 18 - Signs, of the Claremont Municipal Code.
• Continue this item, request additional information, and instruct staff to revise the ordinance before they are considered again by the Planning Commission.
FINANCIAL REVIEW
Planning staff worked on the research and preparation of this report and draft ordinance for a total of fifteen hours. The estimated cost is included in the operating budget of the Community Development Department. In clarifying the restrictions on the form of signs to permit businesses in the Commercial Freeway (CF) zone to request approval of a rotating freeway-oriented display, this modification of City’s Sign Code is expected to aid in the increased economic activity in this zone and is expected to increase overall sales tax receipts.
ANALYSIS
Background
The area affected by the proposed Sign Code Amendment is the Commercial Freeway (CF) zone, which has a General Plan designation of commercial. A portion of this zone is occupied by auto dealerships located at the western terminus of Auto Center Drive, south of the I-10 freeway and west of Indian Hill Boulevard. This area has been used primarily for auto sales since the approval of the master CUP in 1978. CUP (#78-C010) for a 40-acre site. This master CUP governs the dealerships and includes measures to limit impacts to surrounding properties. The table below describes the Zoning District, General Plan Land Use Designation, and the existing uses of properties surrounding the auto dealership area of the CF Zone.
|
|
Zoning |
Land Use (GP) |
Use Description |
|
North |
_ |
_ |
I-10 freeway |
|
South |
_ |
Single and Multi-Family Residential located in the City of Pomona |
Single and Multi-Family Residential located in the City of Pomona |
|
East |
Commercial Freeway (CF) |
Commercial |
Retail Center and 24-hour restaurant. |
|
West |
_ |
Single and Multi-Family Residential located in the City of Pomona |
Single-Family Residential |
Claremont’s Existing Auto Center
Auto Dealerships in Claremont have generally performed well due to their location near the Interstate 10 Freeway. Visibility has been constrained slightly over the years with the addition of sound walls and Type K rail (barriers). The Freeway is raised approximately 6 to 11 feet above the adjacent grade of the dealerships. Over the years, the dealerships and other businesses have requested Code Amendments to allow more visible signage, lighting, and banners to stay competitive with other freeway adjacent dealerships in the region. Past changes have included the need for electronic reader boards, larger freeway-oriented signs, increased heights of lights, higher color temperature and intensity of lighting in vehicle display areas, and relaxation of banner policies. The City has denied requests for strings of pennants, inflatable signs, and human sign spinners. The City’s planning staff believes the request to clarify that car display carousels is reasonable, in that it would help to make up for the grade change and new railings. The City’s planning staff has concerns that some of the sample photos show bright lights and visually distracting banners that wrap all parts of the rotating car carousel. Staff is concerned these kinds of car carousels would conflict with the City’s long focus on minimizing distractions and glare for drivers and trespass light for nearby residential uses. For this reason, the proposed Sign Code Amendment would specify that City approval of a SUDP is required for car carousel displays.
In the General Plan and many other past policies, the City Council has strongly supported the Claremont Auto Center, as auto sales are an important source of tax revenue. Staff believes the proposal to allow sign carousels/spinners can be supported, but that they should not be covered by large banners or have bright lights that shine into the freeway right-of-way. Those elements should remain subject to current City regulations to ensure they do not create unsafe glare or distractions for drivers or light impacts for neighbors. As such, staff has proposed inserting an exception to the prohibition on rotating or moving signs with special lighting (CMC Section 18.010.B) to clarify that the requested car displays can be allowed in the CF zone for auto dealerships selling primarily new automobiles.
Project Description
The proposal is to clarify that the use of car carousels is permitted in the CF zone only, subject to approval of a SUDP. Staff anticipates that the only businesses who will use these displays will be auto dealers selling primarily new vehicles. Used auto dealerships are not permitted in the CF zone. These rotating car carousels feature a passenger vehicle on a raised platform that spins in 360-degree rotations at a limited number of revolutions per hour. Without the proposed Code Amendment, these types of display could be interpreted to conflict with Section 18.010.010 of the existing Sign Code, which lists prohibited forms of signs including; “rotating, revolving, or otherwise moving signs designed to attract attention by visual means . . .“ While not exactly signs, staff finds that the proposed carousels have the effect of being signs; and, because they move, are prohibited by CMC Section 18.010.010.B.
Proposed Amendments
The proposed amendment to the CMC would require the following changes to allow an exception to the list of prohibited signs, permitting a rotational component to a proposed car carousel within the Commercial Freeway zone, subject to approval by the Architectural and Preservation Commission through an application for design review.
CMC Section 18.010.010.B (current)
B. Rotating, revolving, or otherwise moving signs designed to attract attention by visual means through the movement or semblance of movement of the whole or any part of the sign, including rotation, special lighting or wind actuated devices.
CMC Section 18.010.010.B (new language is underlined and italicized):
B. Rotating, revolving, or otherwise moving signs designed to attract attention by visual means through the movement or semblance of movement of the whole or any part of the sign, including rotation, special lighting or wind actuated devices. Notwithstanding the foregoing, car carousel displays that feature a passenger vehicle on a rotating platform are permitted in the Commercial Freeway (CF) District only, subject to approval of a Special Use and Development Permit (SUDP). Car carousel displays shall comply with all City regulations for lighting, banner signs, and off-site advertising.
BASIS FOR RECOMMENDATION
From a long-range land use planning perspective, the proposed amendment would allow auto dealerships to utilize these innovative car displays to attract commercial activity and allow these dealerships to stay competitive in the auto sales market, thereby bolstering their long-term financial success in Claremont. The proposed amendment would provide appropriate regulatory requirements to allow the dealerships to utilize these devices while also complying with the City’s signage, banner, and nuisance light standards. As such, the amendment furthers the goals of the Economic Development/Fiscal Element of the City’s General Plan, specifically Goal 3-1: Maintain a strong, diversified economic base, Policy 3-1.5: Continue to maintain the strength of the automobile sales establishments while promoting a diversified tax base so that the municipal budget does not over-rely on consistently strong vehicle sales, Policy 3-2.6: Enhance the Claremont Auto Center to ensure uses the area continue to contribute to the City's tax base, and Goal 3-6: Provide for the fiscal stability of the City.
CEQA REVIEW
The proposed Sign Code Amendment is not a project under California Environmental Quality Act (CEQA) sections 15061(b)(2) and 15061(b)(3) of the Guidelines. On its own, the proposed Sign Code Amendment will not result in a direct physical change to the environment. However, new car carousel displays would require their own analysis under CEQA. The City anticipates new car carousel displays would be categorically exempt from CEQA Guidelines under sections 15303 (New Construction or Conversion of Small Structures) and section 15311 (Accessory Structures). Car carousel displays are minor, portable equipment that is clearly ancillary to the existing primary uses (typically auto dealerships). Car carousel displays would require approval of a Special Use and Development Permit (SUDP) and full compliance with the City’s sign, banner, and nuisance light standards to ensure they do not unduly impact the character of the existing, Commercial Freeway (CF) zone. Accordingly, the proposed Sign Code Amendment will not result in direct physical changes nor will it indirectly result in a significant effect on the environment and is not subject to further environmental review.
PUBLIC NOTICE PROCESS
This agenda and staff report for this item has been posted to the City website and distributed to interested parties. If you desire a paper copy, please contact Nhi Atienza at natienza@claremontca.gov.
Notice of this meeting was published in the Claremont Courier on November 7, 2025 and mailed to property owners and occupants in and within a 300-foot radius of the Commercial Freeway zoning district on November 6, 2025.
Submitted by: Reviewed by:
Brad Johnson Chris Veirs
Community Development Director City Planner
Prepared by:
Daniel Kim
Assistant Planner
Attachments:
A - Draft Resolution Recommending City Council Approval of Code Amendment
B - Zoning Map
C - Temporary Sign Code Sections
D - Outdoor Lighting and Glare Code Section 16.154.030
E - Sample Car Spinners (Non-Claremont Compliant Lights/Banners)