The Agoura Hills City Council has agreed to continue the suspension of its sign ordinance through January 2010 to help retailers boost their bottom line during the holiday season.

An initial easing of sign restrictions was approved by the council in October 2008 and extended in January and again in March.

The council on Sept. 23 agreed to extend the suspension of its sign ordinance permit fees and allow more liberal use of advertising banners, outdoor displays and window signs until the end of January.

Mike Kamino, director of planning and community development, said in a report to the council that since October 2008 only 14 businesses have obtained a free permit to display a retail banner. Most of these businesses are along the freeway corridor, where banners and larger signs might attract drivers to their shops.

Kamino said the majority of the company managers said the banners had improved their business.

“The only negative response staff received regarding the banner displays was that an overconcentration of the banners loses their effect and detracts from the visual quality of the businesses and retail centers,” Kamino said.

Councilmember Harry Schwarz asked whether the lifting of restrictions actually helped increase sales or was it “just a feel-good thing.” He said that during “economic strife” the council should incrementally extend the more flexible standards every six months after staff has reviewed and monitored results.

Councilmember Dan Kuperberg said he wasn’t surprised to hear that business owners were happy with the more lenient rules on signage.

“No business is going to say not to have it,” Kuperberg said. “The problem I see is that they’re just unattractive.”

Kuperberg is among those who believe that additional banners and other attention-grabbing advertising lose their effect after a while. He said he’d like to see some sales data that shows that the policy is actually working.

The proliferation of signs is opening up a “Pandora’s box,” said Councilmember Bill Koehler. Some businesses are using balloons as well as banners to bring attention to their stores, he said.

Despite the overzealousness of some retailers, Koehler said the city should err on the side of the companies “because times are difficult.”

Councilmember John Edelston said extending the program for another six months was not a lot of time.

Mayor Denis Weber said that since so few retailers have taken the city up on its offer of free sign permits and other perks, an extension of the policy was warranted to encourage others to follow suit.

“I am a banker and talk to people every day,” Weber said. “They are hurting as badly today as they were six months ago.”

In the end, city officials decided to give business owners more time to improve their sales with additional signage, banners and other marketing methods. Council members unanimously voted in favor of extending the enhancement measures until Jan. 31, 2010. In the meantime, Kamino will monitor the program and present the results to the council in February.

Acorn Bits

Retail Banner Displays : With the issuance of a free sign permit, retail stores, restaurants and hotels may display one temporary advertising banner, not to exceed 20 square feet.

Outdoor Displays of Commercial Merchan dise: The city allows retail businesses to display merchandise outdoors on the first weekend of each month. The city will now allow companies to display merchandise outdoors on the third weekend of the month as well.

Commercial Lease Banners: The maximum size of commercial lease window signs can be increased from a maximum of 4 square feet to 10 square feet on business property.