SIGN SWEEP LEAVES MERCHANTS FUMING : CRACKDOWN AIMED AT CURING BLIGHT.

Byline: Deborah Adamson Daily News Staff Writer

Charles and Diana Abadi, owners of Sleep E-Z Mattress for the past 17 years, aren't sleeping easy these days.

Last week, city building and safety inspectors walked into their store on Sherman Way and handed them a citation. They have to pay a fee of $250 plus the cost of a permit and comply with the law by Nov. 12. If they don't, they face a $1,000 fine and up to six months in jail.

Their offense? Having store and window signs that don't meet city codes. One sign covered more than 10 percent of the window space, which is not allowed.

The Abadis have been ordered to remove the signs, submit plans for new ones, get a city permit and wait for another inspection.

The crackdown on Sherman Way between De Soto Avenue and Topanga Canyon Boulevard is part of a revitalization and beautification effort by the Canoga Park/West Hills Chamber of Commerce and Councilwoman Laura Chick.

``We did have some problems with some signage and pointed them out to Laura Chick. We felt the signage was over the top,'' said Ron Clary, president of the chamber. ``We approve in general of signage reinforcement.''

But by enforcing the letter of the law, small businesses with attractive, unobtrusive signs are ticketed along with the most egregious offenders.

Notices were sent out to businesses to attend a general meeting about the enforcement effort, but several business owners said they did not get them.

Joan Schuerger, co-owner of Beyond Reality bookstore, which opened six months ago, asked, ``Why weren't we told when we got our business license?''

She already spent $5,000 putting up two signs outside her store. Schuerger said she mortgaged her house and shelled out $200,000 to start the business.

Her rent is $4,000 a month, but sales are slow. On Monday, her total take was $101.

She dreads going through bureaucratic red tape to get signage approval.

``Do you know how long that's going to take? We'll be out of business by then,'' Schuerger said. ``And our busiest season is coming up.''

Chick characterized many signs as ``a major blight. It's not attractive to clutter neighborhoods with a plethora of signs without rhyme or reason.''

The councilwoman said the sweep was for the long-term good of businesses since an attractive retail area will entice more customers.

``I'm arguing that I'm going to improve their client base,'' she said.

Chick said she doesn't want to be too picky: ``I'm not looking to cause problems for someone if their sign is half an inch too big.''

She will meet with several merchants next week to listen to their reasons for not being able to comply, and is already working with one car dealer who pleaded hardship if he's forced to take down promotional pennants.

Merchants on selected areas of Sherman Way can apply for up to $25,000 in Community Redevelopment Agency loans for facade and sign improvements. The loan is forgiven over 10 years if the facade is maintained.

Mike Lascurain, owner of Aquarium City, was upset when city inspectors told him to remove the name of his business from an awning. He also was asked to take down neon signs from his window because they violated the 10 percent rule.

Lascurain had spent $18,000 to improve his shop's looks after the Northridge Earthquake.

``I got a (Small Business Administration) loan to make it look a little classy,'' he said. ``The old facade had an ``old, rickety awning of aluminum from the early 1960s, the two windows had old cheapo fluorescent signs . . . it looked pretty hokey.''

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2 Photos

PHOTO (1) Charles and Diana Abadi face a $1,000 fine and up to six months in jail if they don't make their signs meet city codes.

(2) Clarence and Barbara Kaiden also have been told to comply with city codes.

Bob Halvorsen/Daily News