TO: ADAM PIRRIE, CITY MANAGER
FROM: BRAD JOHNSON, COMMUNITY DEVELOPMENT DIRECTOR
DATE: FEBRUARY 10, 2026
Reviewed by:
City Manager: AP
SUBJECT:
Title
AMENDMENT TO THE CLAREMONT MUNICIPAL CODE PERTAINING TO PROHIBITED FORMS OF SIGNS TO PERMIT ROTATING AUTO DISPLAY PLATFORMS IN THE COMMERCIAL FREEWAY (CF) ZONE (FILE #25-CA02) - CITY INITIATED (FUNDING SOURCE: GENERAL FUND)
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SUMMARY
The Planning Division has initiated an amendment to Claremont Municipal Code (CMC) Chapter 18.010.010 (B) that would create an exception to the existing prohibition against rotating, revolving, or otherwise moving signs designed to attract attention by visual means to allow businesses in the Commercial Freeway (CF) zone to use car carousels (raised, rotating platforms) to display a passenger vehicle for sale. The amendment also includes modifying CMC Chapter 16.306.010.S to require car carousel displays to receive approval of a Special Use and Development Permit (SUDP), limit their use to a maximum of two per business or property, whichever is less, limit height to 30 feet, and require any associated banners, signs, or lighting to comply with all City regulations.
The proposed amendment was prompted by recent interest from the Claremont Knight Chrysler Dodge Jeep Ram auto dealership after seeing car carousel displays at other dealerships.
Approval of the amendment does not result in the actual approval of any proposed car carousel; rather, it would provide the appropriate regulation needed for a property owner or business to submit an application for review, subject to approval by City staff. The review process required to allow car carousels includes both sign review and approval of a SUDP. Any approval will include notifying surrounding neighbors, ensuring the site can adequately accommodate the car carousel, and minimizing potential impacts to neighbors with the intent of ensuring that surrounding commercial and residential properties, as well as passing motorists, are not negatively impacted.
While the proposed amendment responds to the immediate needs of one property owner, staff believes that the change also aligns with the City’s long-term interest in promoting economic development, and more specifically, potentially providing a catalyst for the increase in commercial activity in the area by attracting potential customers for the existing and future businesses within the Commercial Freeway (CF) district.
The Planning Commission held a public hearing on December 2, 2025, suggested a number of modifications to add detail and clarity to the proposed amendment, and rendered a unanimous recommendation for approval to the City Council. Staff is now presenting the Sign Code Amendment Ordinance for introduction and first reading by the City Council. If approved, the ordinance will be presented for second reading and adoption on February 24, 2026, and if adopted, would become effective on March 26, 2026.
RECOMMENDATION
Recommended Action
Staff recommends the City Council:
A. Introduce for first reading and that reading be by title only AN ORDINANCE OF THE CITY COUNCIL OF THE CITY OF CLAREMONT, CALIFORNIA AMENDING TITLE 16 - ZONING, SECTION 16.306.010 OF THE CLAREMONT MUNICIPAL CODE TO INCLUDE CAR CAROUSEL DISPLAYS AS A PERMITTED SPECIAL USE AND TITLE 18 - SIGNS, SECTION 18.010.010(B) OF THE CLAREMONT MUNICIPAL CODE TO PROVIDE AN EXCEPTION TO PROHIBITED FORMS OF SIGNS TO ALLOW BUSINESSES IN THE COMMERCIAL FREEWAY (CF) ZONE TO PROPOSE ROTATING VEHICLE CAROUSELS TO DISPLAY PASSENGER VEHICLES FOR SALE (#25-CA02); and
B. Find this item is exempt from further environmental review under the California Environmental Quality Act (CEQA).
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ALTERNATIVES TO RECOMMENDATION
In addition to the staff recommendation, there are the following alternatives:
A. Continue the item for additional information or comment.
B. Request changes and/or additions to the proposed Ordinance and remand the revised Ordinance back to the Planning Commission for a report on the proposed changes in accordance with Section 16.315.090(B) of the Claremont Municipal Code (“CMC”), which states “The City Council shall not make any change or addition to the proposed amendment or ordinance which has not been previously considered by the Planning Commission during its hearing until the proposed change or addition has been referred to the Planning Commission for a report.”
C. Do not approve the ordinance.
FINANCIAL REVIEW
There is no direct cost to amend the sign code in reducing the restrictions on the form of signs to permit a business to apply for a rotating freeway-oriented display sign. This modification to City codes is expected to aid in the increased activity at the center and is expected to increase overall sales tax receipts for the site.
The staff cost to research the issue and prepare this report is estimated at $2,586 and is included in the operating budget of the Community Development Department.
ANALYSIS
Background
The Commercial Freeway (CF) district is generally located near the western terminus of Auto Center Drive, south of the I-10 freeway and west of South Indian Hill Boulevard. Most of this district has been designated for commercial development since 1978, when the City of Claremont approved a master CUP (#78-C010) for a 40-acre site, which governs all commercial development on Auto Center Drive including the Auto Dealers and the Super King retail center. The entire area is zoned Commercial Freeway (CF), a total of 43.54 acres, with a General Plan designation of commercial and has been used primarily for retail and auto sales since the approval of the master CUP. Table 1 below describes the Zoning District, General Plan Land Use Designation, and the existing uses of properties surrounding the project site.
Table 1
|
|
Zoning |
Land Use (GP) |
Use Description |
|
North |
_ |
_ |
I-10 freeway |
|
South |
Residential |
Residential |
Mixed residential in City of Pomona |
|
East |
Commercial Freeway (CF) |
Commercial |
Auto Sales and Freeway-oriented Commercial |
|
West |
Residential |
Residential |
Single-Family Residential in City of Pomona |
The City’s Sign Code expressly prohibits signs that rotate, spin, move, flash, or simulate movement. This prohibition arguably applies to car carousels, which place a car on a platform in the air and rotate it to attract the attention of potential customers. The proposed Sign Code Amendment would provide clarification on this. The proposed Sign Code Amendment would create an exception to allow a limited number of car carousels in the Commercial Freeway (CF) district only, subject to approval of a Special Use and Development Permit.
Project Description
The proposed amendment would create regulations to accommodate businesses that wish to use car carousels featuring a passenger vehicle on a raised platform that spins in 360-degree rotations at a limited revolutions-per-hour.
Proposed Amendments
The proposed amendment would make the following changes to the CMC. All new language is indicated below in bold italics.
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 18.025.050.G.1 (amended to read as follows):
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, except carousel displays that feature a passenger vehicle on a rotating platform in the CF District as specifically permitted in this title.
CMC Section 16.306.010.S. (a new section S added and the current section S to re-lettered as section T):
S. Car carousel displays within the Commercial Freeway (CF) zoning district.
1. Car carousels are limited to a maximum of two per business or property, whichever is less.
2. Car carousels shall not exceed 30 feet in height.
3. Car carousel displays shall comply with all City regulations for lighting, banner signs, and off-site advertising.
T. Other special or temporary uses listed as permitted uses subject to a special use and development permit pursuant to District Development Standards of this title.
BASIS FOR RECOMMENDATION
The proposed amendment would allow businesses in the CF Zoning District to utilize a new trend in auto display that is anticipated to boost commercial activity at the City’s various auto dealerships to stay competitive in the auto sales market and bolster their long-term financial success in Claremont. The requirement for approval of a Special Use and Development Permit by City staff is expected to prevent the type of distractions or negative impacts that are typically associated with rotating or flashing signs. 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.
RELATIONSHIP TO CITY PLANNING DOCUMENTS
Staff has evaluated the agenda item in relationship to the City’s strategic and visioning documents and finds that it applies to the following City Planning Documents: Council Priorities, General Plan, and the 2024-26 Budget.
CEQA REVIEW
The proposed Code Amendment is not a project under California Environmental Quality Act (CEQA) sections 15061(b)(2) and 15061(b)(3) of the Guidelines. The proposed code amendment will not result in a direct physical change to the environment, but the change to sign regulations may result in a reasonably foreseeable indirect physical change in the environment as it would allow for additional signage in the form of a small number of car carousels. However, new signs would require separate analysis under CEQA and are generally categorically exempt from CEQA Guidelines under sections 15303 (New Construction or Conversion of Small Structures) and section 15311 (Accessory Structures). The proposed amendment would allow freestanding structures on a parcel of three acres or more, or within a center or development complex or group of parcels totaling 17.5 acres or more. Although there is some potential for additional car carousels to be installed, these small structures that are most similar to those of a medium-sized sign, are only allowed in a small area of the city with fewer than five (5) parcels that meet the requirements for such structures. In addition, each new car carousel will require approval of Special Use and Development Permit to ensure that it does not unduly impact the character of the existing, commercial zone and may be subject to further environmental review. Accordingly, the proposed 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
The agenda and staff report for this item have been posted on the City website and distributed to interested parties. If you desire a copy, please contact the City Clerk’s Office. Display ads have been placed in the Claremont Courier.
Submitted by: Prepared by:
Brad Johnson Daniel Kim
Community Development Director Assistant Planner
Reviewed by:
Christopher Veirs
City Planner
Attachments:
A - Draft Ordinance Amending CMC Code Section 16.306.010 and 18.010.010(B)
B - PC Resolution #2025-13 Recommending CC Approval of the Draft Ordinance