SIMI BACKS BANNER, BUT WILL REVIEW LAW.

Byline: Douglas Clark Daily News Staff Writer

The first mega-banner ever to fly in Simi Valley might also be the last as officials eye a vague temporary-sign ordinance they say is in dire need of revision.

The ordinance came under scrutiny Monday when the City Council reluctantly approved the Chamber of Commerce's request to hang a 136-square-foot banner on the Farmers Insurance building, announcing the May 16 street fair.

Council members gave the go-ahead because the chamber already had spent $500 on the red and white banner. The organization had anticipated city approval based on an ordinance that suggests temporary signs larger than 50 square feet be approved if they ``promote public health, safety, or welfare.''

``The ordinance doesn't really say what that is,'' said Mayor Greg Stratton. ``They in good faith bought a banner, so we basically said go ahead for this one time. But we want to say `no more' until we have some real policies.

``Nice as a street fair is, I can't say it's any more important than Simi Valley Days, or the chili cook-off or the other wonderful, good things that go on here. We didn't mean everything can come in under this exemption.''

The City Council has directed city staffers to better define what constitutes public health, safety and welfare. Until the ordinance is revised, there is a moratorium on requests for large temporary signs, said Stratton.

The banner, which will go up sometime this week, will face the 118 Freeway and announce the first Simi Valley Street Fair, which will be held in the parking lot at the Farmers Insurance building.

Chamber President Jeff Sampson said he appreciated the council's flexibility.

``We were willing to abide with whatever ruling they came up with. But we appreciate their willingness to let us go forward,'' he said. ``The banner in relation to that building I don't think will be overwhelming. But we're concerned about signage like anyone else. The council has done a good job preserving the aesthetics of Simi Valley.''

And the look of Simi Valley is precisely what is at stake, according to City Councilwoman Barbara Williamson.

``I have a real thing about aesthetics. And the chamber sets precedence for the rest of the community,'' she said. ``Everybody's going to see it from the highway.''

While no one at City Hall can remember a previous request for hanging so large a sign, the city has a history of defending its turf against ugly or intrusive signage.

In 1995, the city approved regulations that limited the size of balloons, flags and streamers used during lot and sidewalk sales. The rules stemmed from an auto dealer's use of 30-foot-tall balloons to advertise sales.

And in 1993, the City Council also restricted temporary business and political signs on private and public properties to reduce clutter.

But no one can remember whether a signage request similar to the chamber's had ever come before the city.

For that reason, Al Boughey, director of the Department of Environmental Services, asked the council for guidance even though the ordinance as written gives him the authority to approve requests.

Boughey is out of town and could not be reached for comment.

``The problem the council was having, we haven't set any parameters for the staff for what to do,'' said Stratton. ``The chamber actually thought they were benefiting the city.''