TO: JAMIE EARL, ACTING CITY MANAGER
FROM: BRAD JOHNSON, COMMUNITY DEVELOPMENT DIRECTOR
DATE: MAY 12, 2026
Reviewed by:
Acting City Manager: JE
SUBJECT:
Title
AMENDMENT TO THE CLAREMONT MUNICIPAL CODE TO PERMIT ROTATING AUTO DISPLAY PLATFORMS IN THE COMMERCIAL FREEWAY (CF) ZONE WITH APPROVAL OF A SPECIAL USE AND DEVELOPMENT PERMIT
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SUMMARY
To be responsive to a request from an auto dealership, the Planning Division has initiated an amendment to the Claremont Municipal Code (CMC) to accommodate and regulate car carousels (raised, rotating platforms) to display a passenger vehicle for sale (“Code Amendment” or “Ordinance”). To accomplish this, two changes are needed. The first is to the City’s sign code, where Section 18.010.010 (B) is proposed to be modified to clarify that the existing prohibition against rotating, revolving, or otherwise moving signs in the Commercial Freeway (CF) zone does not prohibit car carousels. The second is a proposed amendment to the City’s zoning code, which proposes modifying CMC Chapter 16.306.010.S to provide for approval of a limited number of qualifying car carousels through a Special Use and Development Permit (SUDP), a staff-level process that involves notification of neighbors and requires staff to make specific findings in order to approve the permit.
The Planning Commission held a public hearing on December 2, 2025, and suggested modifications regarding limits on the height and number of car carousels to add detail and clarity to the proposed Code Amendment and voted unanimously (6-0-1) to recommend the City Council approve the draft Ordinance that would make the desired amendments to the code, as amended by the Planning Commission. The City Council then held a public hearing on February 10, 2026 for the first reading of the Ordinance and, after extensive discussion, referred the item back to the Planning Commission to consider a restriction on the maximum number of car carousels allowed in the entirety of the Commercial Freeway Zone. The City Council suggested the maximum number of car carousels could be between three and six across the entirety of the CF zone. The Planning Commission held a public hearing on April 7, 2026, and recommended approval of the revised Ordinance with additional language to restrict the maximum number of car carousels across the entirety of the CF zone to four.
Approval of the Code Amendment would not result in the actual approval of any car carousels; rather, it would clarify the regulatory framework for car carousels. The code amendment would clarify that car carousels require both a sign review and an approval of a SUDP. Approval of a SUDP for any car carousel requires notice to surrounding neighbors and for Planning Division staff to make findings and apply conditions of approval designed to ensure the site can adequately accommodate the car carousel and minimize potential impacts to neighbors with the intent of ensuring that surrounding commercial and residential properties, as well as passing motorists, are not negatively affected.
RECOMMENDATION
Recommended Action
Staff recommends the City Council 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 EXEMPTION TO PROHIBITED FORM OF SIGNS TO ALLOW BUSINESSES IN THE COMMERCIAL FREEWAY (CF) ZONE TO PROPOSE ROTATING CAR CAROUSELS IN THE CF ZONE WITH APPROVAL OF A SPECIAL USE AND DEVELOPMENT PERMIT (#25-CA02).
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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. If the Planning Commission has not previously considered the changes, the City Council must 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 to permit a business to apply for a rotating freeway-oriented display sign.
The staff cost to research the issue and prepare this report is estimated at $5,989 and is included in the operating budget of the Community Development Department.
ANALYSIS
Background
The area affected by the proposed Code Amendment is the Commercial Freeway (CF) zone, which has a General Plan designation of Commercial. Generally, the CF Zone is located south of Interstate 10 and includes the commercial properties north of American Avenue. The table below describes the existing uses of properties surrounding the CF Zone.
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 use of car carousels is, in part, intended to help compensate for the grade change and new railings. 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 businesses, especially auto dealerships, in the region. Past changes have included: 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. It is also worth noting that the City has denied past requests for strings of pennants, inflatable signs, and human sign spinners.
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 longstanding and consistent focus on minimizing distractions and glare for drivers and trespass light for nearby residential uses. For this reason, the proposed Code Amendment requires approval of a SUDP for car carousels and all other requirements for signage, banners, and lighting would continue to apply to any lighting or banners that are associated with the carousel.
Through the General Plan and related economic development policies, the City Council has strongly supported freeway-oriented commercial development in the CF zone, especially for the Claremont Auto Center, as auto sales are a significant source of tax revenue for the City. Provisions to allow car carousels are a continuation of these policies; however, staff also believes they must be properly regulated. As such, the Code Amendment has been designed to limit the number and height of the structures and retain current City regulations to ensure banners and lights do not create unsafe glare or distractions for drivers or light impacts for neighbors.
Project Description
The proposed Code 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 number of revolutions-per-hour.
Proposed Amendments
The proposed amendment would make the following changes to the CMC. Existing code language is shown in regular text. All new code language indicated in bold italics.
CMC Section 18.010.010.B (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 is added and the current section S is 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 one per business or property, whichever is less. The City shall not approve more than four car carousels in the Commercial Freeway zoning district.
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
Staff supports the request to clarify that car carousel displays are permitted subject to approval of a Special Use and Development Permit and sign review. From a long-range land use planning perspective, the proposed amendment would allow Commercial Freeway businesses to utilize car carousels to assist in promoting sales and, in particular, to allow dealerships to stay competitive in the auto sales market and bolster their long-term financial success in Claremont.
The proposed Code Amendment also provides appropriate regulatory requirements to preserve the character of the CF Zone and ensure that adjacent land uses and passersby are not unduly impacted. The Code Amendment requires staff level design review and approval of a Special Use and Development Permit, which requires staff to notice neighbors, make specific findings on any application, and provide a process for appeals. The SUDP process allows staff to impose conditions of approval to address concerns including hours of operation, term of use, height, lighting, banners, etc. The SUDP process also requires compliance with all applicable development standards.
The proposed Code 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 Code Amendment is not a project under California Environmental Quality Act (CEQA) sections 15061(b)(2) and 15061(b)(3) of the Guidelines because the proposed Code Amendment will not result in a direct physical change to the environment. Even if the proposed Code Amendment were a project, signage and accessory structures are generally categorically exempt from CEQA Guidelines under sections 15303 (New Construction or Conversion of Small Structures) and section 15311 (Accessory Structures). None of the exceptions in CEQA Guidelines section 15300.2 are applicable here.
PUBLIC NOTICE PROCESS
Display ads have been placed in the Claremont Courier at least 20 days prior to each of the four public hearings that have been held regarding this Code Amendment. This item has been noticed through the regular agenda notification process. Copies are available at the City Hall public counter. 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.
Submitted by: Prepared by:
Brad Johnson Daniel Kim
Community Development Director Assistant Planner
Reviewed by:
Christopher Veirs
City Planner
Attachments:
A - Draft Ordinance Amending Title 16 and 18
B - Planning Commission Resolution 2026-03
C - Planning Commission Minutes of April 7, 2026