The Northern Virginia Daily published a well-constructed article today about our request to have the sign ordinances amended for the Downtown Businesses in Mount Jackson.

My only comments in regard to the article are as follows:

• We are not asking for an "exception".  We are asking the Council to review the Codes for the sake of ALL businesses in Mount Jackson.
• That "there are concerns about having signs promoting an off-site business that sit in front of an establishment along Main Street" is actually part of our reason for asking for the Town to amend the codes, as currently portable signs in front of ANY business is a violation of the code. 
  
• We would tend to agree that directional signage for a for-profit-business may not be fair to other businesses, and have never requested this; however, considering we are the only business in the B-1 Zone that does not sit directly on Main Street, this may be a viable option as well.
  

We realize that we have put a very challenging issue in front of the Council and are confident that the Council is discussing the issue judiciously.  The question of where to draw the line and what is fair is what codes and open dialog are about. 

It is unfortunate that any new business, but especially the Market, would be the catalyst for requesting a review of the Codes.  But if someone has to speak up, I suppose it should be a business that is in the community, for the community and supported by the community. 

Would the situation be different if we had petitioned the Council to review the sign codes long ago and before attempting our new venture?  Perhaps. 

Is our request a direct result of the code being enforced on us and not others?  Of course, but not precisely.  Our desire is not to have the other businesses conform - we simply want the codes to be fair to all. 

It is not uncommon for a new venture, development, or business to bring to the table for discussion issues that have existed and simply haven't had an opportunity to be addressed.  The great thing about our society is that officials are elected to listen to the desires of the people who elected them and then to make decisions that are fair to all.  Dialog is often uncomfortable, but we are confident in the ability of our elected officials to listen to the needs of their community and respond fairly.  After all, the times, the Town and the economy have all drastically changed since the codes on signage were written.  The Council knows this as well as the small business owners.  It's every business owner's responsibility, however, to be part of the solution, instead of only present the problem.  As uncomfortable as presenting the problem may be, we hope we have presented at least one possible solution: amendments that allow downtown businesses to better promote themselves.

The amendments we have proposed to permit temporary off-premises and on-premise signs in the B-1 Zone are as follows:

Section 66-335: Signs
    (e) Business Districts
        (3) Signs permitted within a business district ...
        (m)  A-frame Board-style signs may be permitted.

1.  Within the B-1 zoning district each lot may display one A-frame style sign during operational business hours only.  A-frame style signs shall not require a permit.  This sign shall conform to the following standards:
        i.  A-Frame-style board signs may not exceed 24 inches in width and 36 inches in height;
        ii. must be constructed of wood, wrought iron or other traditional material, and may contain an area for changing text, provided this area is of chalkboard or whiteboard-type materials;
        iii. must allow for the free and unencumbered passage of pedestrians; and,
        iv. all signs must be removed at the close of business, placed onsite no earlier than 6 AM and removed no later than 9 PM.

2.  Within the B-1 zoning district, businesses not located on Main Street may display a maximum of two A-frame style signs “off premises” during operational business hours only, for the sole intent of directing traffic to the place of business. The signs shall conform to the same standards as above, and must be placed in public space.  Signs may be placed on public sidewalks that are greater than 5' in width and must be placed near the curb.  Temporary off premise signs may be permitted in front yards of other businesses, provided permission of the business owner is first obtained and the signs meet the above requirements.

Section 66-335: Signs
    (g) Sign permit requirements.
        (4) Permit Exceptions
            d. A-Frame style signs

We recognize that these amendments are only ONE solution.  There are others, and other businesses should chime in as well.

You can read the article here:  http://www.nvdaily.com/news/2011/10/farmers-market-appeals-for-signs.php

We've been so busy with the sign issue, that we almost forgot to tell you about an amazing way you can help out the local Food Bank!

A dear friend and artist has donated a ton of her pieces as a fundraiser for the local Food Bank.  100% of the sale of these pieces will go to the food bank and we're well above $100 so far. 

So, come on by on Saturday and get a gift for a friend or yourself, and support the local Food Bank!

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There were many supporters at the Town Council Meeting yesterday evening, expressing views that we had not even fully considered!  (THANK YOU for your comments and support!)

The majority of the Council was very attentive and supportive.  Specifically, we are asking for signs to benefit ALL the businesses in the Historic Downtown Core, which is all of about 5 blocks.  The sidewalks are nearly 8 feet wide in some places, so there is certainly plenty of room for sidewalks and signs.  As another business pointed out to me yesterday, most view sandwich board signs as an enhancement, rather than an eyesore or tripping hazard.

One interesting issue raised by a supporter included the fact that most farmers markets are asking the Town for money or land to hold farmers market.  We are a private venture and not asking for any of this.  Another pointed out that it is better to have signs than to have a pretty town with pretty sidewalks, but no customers or businesses.  How true!  

Others were in support of the Market specifically, and anything that can be done to promote the new business.  All true.

We are confident that the Council will discuss the matter, and hopeful that they will come up with new codes, in a timely fashion, though no specific date was given.  Everyday that we are not able to direct traffic to the Market is a day that we are not able to maximize our customer potential.

I am reminded of the Rotary organization's Four Way Test.  The test, which has been translated into more than 100 languages, asks the following questions:

Of the things we think, say or do

1. Is it the TRUTH?
2. Is it FAIR to all concerned?
3. Will it build GOODWILL and BETTER FRIENDSHIPS?
4. Will it be BENEFICIAL to all concerned?

We believe that our request embodies all the questions above, and trust the Council will adopt the same methods in determining the best outcome of the new codes.   

With that, God speed to the Council!  We've done what we can for now, and will wait patiently for the next round of dialog.  The Shenandoah Valley Herald was there taking notes, so look for the article to follow soon.

What a way to wrap up a great weekend, and such a great day for an outdoor Market!   We've had a steady flow of folks, and lots of vendors. 

Pam Uhl stopped by for an impromptu performance.  THANK YOU PAM!

By the way, we'd love any and all musicians to contact us.  Our desire is to have jam sessions, so bring a fiddle, banjo, whatever, and have fun!

The Mount Jackson Apple Harvest Bluegrass Festivalis THIS weekend! 

The Bowman-Shannon Cultural Arts Center will have APPLE ART and art demonstrations. The potters' wheel will be whirring on the front lawn and some MEAN pastel/pencil/acrylic art will be happening.

The Market will be open both days with a few new vendors.  Stop on by.  We have straw bales, among many other things, for your fall decorations and improvements.  And we'll have a few picnic tables set up as well for a nice place to rest.

It was brought to our attention that we have made more enemies than friends with our letter to the Town Council pointing out other businesses who are in violation of the codes. 

It was not our intent to force the Town to make other businesses conform.  Rather, only to bring to the table the issue that our codes need revisited, and that we need to have codes AND enforcement that is fair to all.

One of our Facebook supporters recently wrote:  "After reviewing the comprehensive plan, I have to agree ... The actions taken to prohibit the [off-premise A-frame] signs is counter to the overall goal of promoting appropriate growth and development of Mt. Jackson.  I would ask the Town Council members to review the Comprehensive Plan and then examine which regulations/rules discourage/prevent Mt. Jackson from meeting the goal of being an attractive and dynamic town of which locals could be proud and tourists would seek as a to visit."

Well said!

Ultimately, amendments to the Code have the potential to benefit ALL businesses in Mount Jackson, including the long established businesses.  We are confident that the Planning Commission and Town Council are doing just this.

There is a Council meeting next Tuesday, October 11 at 7:30 PM, and EVERYONE is welcome to come and express their opinion. 

We really do hope that some provision can be made for "Off Premise" signage, at minimum in the Downtown Historic Core.  Otherwise, the only creative solution we have come up with is to resort to costumed sign waivers...  Oh my!  (Can't you just see Main Street full of kids dressed in this along Main Street?!) 

Perhaps our strategy for bringing the situation into the public eye is not as refined as some others', and we do apologize for having outed other businesses - then again we were told that it was other businesses who complained about us.  Therefore, it's obvious that there's a problem that needs to be fixed. 

Unfortunately, sometimes things get worse before they get better.  We do apologize for any inconvenience the issue may have caused.   

We do ask other businesses to jump on board, not to support us, but to support changes to benefit their own businesses.

Dear Town Council of Mount Jackson,

Earlier this week we were informed that our (2) 2’x3’ A-frame signs placed on Main Street and used to direct people to the new Mount Jackson Farmers’ Market were in violation of the Town Code.  One was placed in a grassy area near the new Veterans’ Park; the other in front of the Bowman Shannon Cultural Arts Center.   

The outdoor Market has been running for a mere 7 weeks.  We have been averaging 30 customers on Saturdays, with each Saturday successfully attracting more customers.  We have a growing number of “regular” customers at the moment, with new faces showing up each week.  Saturdays are slower than Wednesdays because we currently have less vendors than on Wednesdays due to prior commitments of Saturday vendors.   

Firstly, we have an undue hardship.  The business is one of the few, if not the ONLY business (will have to verify), in a B-1 District that is NOT sitting directly on Main Street.  Passers-by from the South cannot see the building; and passers-by from the North only see the lot. The building sits at the rear of the lot and is not readily visible from Main Street.  Therefore the code provisions for the signage on the face of the building do not meet the business' need for presence in the public eye.
From Section 66-166 of the Town Code:        

• Buildings within this district are encouraged to be multi-use.
• It is intended that the downtown area remain a viable mixed-use core and that the historic character be promoted and enhanced throughout the B-1 district.
• The purpose of these regulations is to protect the old and historic landmarks, … perpetuate such buildings,… the support and stimulus to business and industry thereby provided; to strengthen the economy of the town;
  
• Further, the purpose of this central business district is to recognize and foster through legislation the distinctive character of the original old Mount Jackson commercial district and to provide for the protection and preservation of the traditional image and history of that unique area as it presently exists and to promote and enhance future development which is compatible with that character and heritage as symbolized by the excellence in design, architecture of that period of development of Mount Jackson while blending private with public development and maintenance of that valuable distinct character.
• ...encourage the optimum use of the real estate within the zone, attract new business, enhance the tax base of real estate and the taxable value of businesses within the area,
  

From the 2006 Comprehensive Plan:
Goal 5-10: Promote agriculture.

•   Strategy 5-10-1: Promote agricultural tourism.
•                5-10-1-a: Encourage area farms to sponsor tourist-oriented farm vacations.
• Strategy 5-10-2: Promote farmers’ markets.
  

Today, Saturday, October 01, 2011, we did not put the signs out at the request of the Town.  We had 5 customers (all “regulars”).  We hardly feel that this is an effort on the part of the Town to foster relationships, let alone implement the Town’s Comprehensive Plan Goals.  

Considering both the intent of the Zoning and the goals of the Comprehensive Plan, and provided our undue hardship, it is our belief, and the belief of the Mount Jackson Farmers’ Market Vendors and Customers, that a couple of TEMPORARY 2’x3’ signs directing folks to a HISTORIC BUILDING and FARMERS’ MARKET, and put out and taken down on Market Days, would be easily accommodated by the Council by general consensus.

Lastly, the Codes for both the B-1 and B-2 districts prohibit “signs which flash, move, rotate, blink, flicker, or vary in intensity or color”, pennants and portable signs.  The code further states “ No lights of intermittent, flashing or animated types shall be permitted” and “No signs, temporary or permanent, shall be permitted which are posted, stapled or otherwise permanently attached to trees or utility poles within the street line.”  

After a review of other Main Street businesses, we have found that there are a number of businesses which violate the code and therefore it is appearing that enforcement of the code is targeting our new business only.  (Photos attached.)

Please advise us on how, as a new business in a historic structure, we can direct customers from Main Street to our business under the current codes.  OR please enforce the codes EQUALLY among all businesses.  We are happy to oblige, but need this effort to be a partnership rather than working against our new business.

Sincerely,
Gerald Forsburg