GERALD FORSBURG ASSOCIATES

Residential ~ Historic ~ Interiors ~ Light Commercial

Preserving the Past. Designing the Future.

June 8, 2012 Members of the Council of Mount Jackson PO Box 2460 Mount Jackson, VA 22842 RE: Ordinance O-03-2012 - Amendment #1 Dear Honorable Members of the Council: I am writing to you as a Resident; a Business Owner; a current developer within the Town; and a professional with both education and experience in the area of Zoning and Planning. The Central Business District (B-1) in Mount Jackson has long been overshadowed by the Highway Business District (B-2). This is not atypical for many towns, and I understand the value of both districts, but I speak on behalf of many of the business owners in the B-1 district when I say that we often feel like second class citizens, especially when it comes to Code Issues. The time to focus on improving the business image of Historic Downtown Mount Jackson is NOW. In July of 2011, I, my wife and a few investors purchased 5973 King Street, a building which has sat vacant for some 20 years, despite changing hands many times during that period. Within an hour of purchasing the building, a letter of intent was submitted to the Town Manager outlining our vision for the property and the positive economic impact we believe this vision will have for the Central Business District. In a matter of months, we have put this particular property back on the map throughout the region and beyond. Following our letter of intent, a full set of plans and our zoning application was also submitted, which is much more than any of the former owners of this property have done in the last 20 years. The only thing we have asked for in return is support and time to get on our feet before having to meet the costly requirements of developing in Mount Jackson. We are not unhappy with the relationship thus far with the Town, and feel confident that we will be working together for the betterment of the Town. The Mount Jackson Farmers Market will be much more than a single business. Our vision from the beginning has been to be a place in the center of the community, for the community. We are a for profit business. Making a profit is good thing and the common goal of all commerce, yet profit is NOT our bottom line - Community and Quality of Life is our goal. We are committed to the community. We, our vendors, and our customers, live, work and play in THIS community. Our kids are in community sports. We support community efforts and community-focused initiatives, and expect to do so for years to come. We are not a corporate entity with headquarters half way around the world. We ARE your neighbors.

P.O. Box 957 ~ 5973 King Street ~ Mount Jackson, Virginia 22842 Phone 540.477.2377 ~ Fax 540.477.2377 www.ForsburgAssociates.com

June 8, 2012

WE WANT WHAT YOU WANT. We want to improve the property. We want to be good neighbors. We want to foster community, and bring some things back to Town that havent been available here in a very long time. We value the existing community; are not seeking to change it; and are simply seeking to improve upon whats already here. We are trying to continue the legacy that YOU have laid out over the past 20 years, but WE NEED SIGNS! Solely as a means of fostering discussion on these topics, I ask you, the elected leaders of the Town, knowing full well that each of you are equally passionate and committed to the improvement of the Town of Mount Jackson for the residents of Mount Jackson: Are you happy with having vacant buildings and storefronts Downtown? Are you pleased that Downtown Businesses struggle to attract customers? New businesses typically close down within two years, largely due to the lack of proper signage. What exactly do you, as elected officials, believe is your role in leading the Towns Economic development beyond pretty sidewalks and new streetlamps? With a degree in Architecture AND Urban Planning, plus professional experience working with Zoning Codes and Urban Revitalization specifically, I have offered copious amounts of free consultation to the Planning Commission, saving the Town thousands of dollars in consultation fees in the process, in regards to the Town Sign Ordinances that will be before you on June 12th. I have not come to you for my businesses alone, but rather as a business leader seeking to improve the atmosphere for all businesses in Mount Jackson, and specifically for better business signage for ALL businesses in Town. I am very pleased that the Planning Commission has considered and is promoting such items as Sandwich Board and Point of Sale signage. Yet, the issue of promoting businesses not on a main thoroughfare remains problematic and unresolved in the Amendments currently before you. There are businesses in Town who, due to grandfathering, are permitted to advertise their businesses off-premise (i.e. at the intersection of Conicville Boulevard and Main Street). New businesses, especially those in the Central Business District, are not afforded the same opportunity. To those who own businesses in these districts, and certainly in the new economy in which we are living, we MUST work together and support each other. Our businesses will bring in customers, and even other businesses, that might otherwise overlook Mount Jackson. Those customers, we hope, will be purchasing goods and services from other businesses in Mount Jackson. They will pass through the B-2 District, either on their way in or out of the Downtown Core. Therefore, we have high expectations of those in the B-2 District to support us, rather than work against us. This is about good business practice, as well as being good neighbors. We MUST draw traffic Downtown, rather than simply off the exit, where it is far too convenient to get back on and continue without ever experiencing our wonderful Downtown. The new amendments to the Sign Ordinances will now permit what have previously been onpremise violations specifically sandwich board signs and P.O.S. signage. These will serve businesses such as ours, which are not directly on Main Street, only minimally. There has been some concern over opening a can of worms by allowing off-premise signage. This is little more than a perceived fear, as there are not that many businesses off of Main Street that would need such signage. We have been told, This is a Small Town. We look the other way on certain issues. Perhaps, rather than shutting the door on the issue and continuing to give preferential treatment to certain businesses through grandfathering, we can collectively and openly discuss the appropriate means of regulating the need for Downtown Business Signage in places other than just Downtown.

June 8, 2012

One solution that comes to mind is to install some sort of signage, promoting the Downtown Businesses, at the interchanges in order to better direct visitors to the Downtown Core. Why not have signs at these locations promoting the great businesses in the Downtown? It will only serve to make the B-1 AND the B-2 Districts MORE viable. Why are we willing to promote only nonprofits, churches, etc. with signs, rather than the businesses that contribute donations to those organizations? Is it so bad to promote OUR businesses? Many of the successful businesses in Town have gotten to where they are, in part at least, due to exceptions to the rules or during an era when the rules were more accommodating to the promotion of business through signage. The businesses who are able to promote with the Grandfathered off-premise signs clearly understand the value of those signs, or they would not have continued to maintain them for so long. I am not saying that the Town has not been working on their overall image; simply that we have more room to improve, and the next area that should be at the forefront of improvement is to review how the Town is and can promote its Downtown Businesses. As a community, we need continue to work on the Towns corporate image as a destination that is welcoming of commerce, rather than one that in which it is difficult to get any cooperation. I believe that THIS is an image which will best serve the Town better in the long run, after the out-of-town Corporations have come and gone. Off-premise signage is little more than Directional Signage. There is a need to draw people into Mount Jacksons Historic Downtown core. I must again remind you that the Town Code clearly explains that the intent of the B-1 district 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. Appropriate Directional (Off-Premise) signage is one way of promoting these intentions. Based on comments to date by the Planning Commission, including that this issue of amending the codes has been on the table too long, though it really has only officially been two months; and a review of the current situation of off-premise signage, we offer the following viable and fair solutions to the problem with Off-premise signs: 1. Implement an 2 Year Amortization of the Off-premise signs, such as those at the intersection of Conicville Boulevard and Route 11; OR, 2. Provide a provision within the code that would allow, at minimum, businesses not located on a main thoroughfare to have a limited number of off-premise signs as part of their zoning; OR, 3. Provide several Town-managed locations at key intersections throughout Town specifically for the advertisement of businesses Downtown; OR, 4. Simply adopt regulations that permit off-premise signage, in designated locations, which would effectively allow the Town to regulate it. While amortization of grandfathered uses is common planning practice, we are NOT interested in lessening the visibility of those businesses which are currently advertising off-premise. Rather, we believe it is more beneficial, and is certainly our preference, that the latter of the solutions outlined above, or a combination thereof, would considered, as they would best serve the economic development of the Town long term. Whatever the final solution, it simply needs to be fair to all businesses, and best for the Economic Viability of the Town.

June 8, 2012

In reference to Town-maintained, centrally-located signage that would serve to promote Downtown Businesses, such a sign program could initially be implemented with a portion of the Beautification and Economic Development Grants already obtained, then transition in several years to a fee-per-business schedule in order to cover costs of maintenance of such signs. Many Downtowns have buildings that Town leaders have tried to get developers to improve for many years. Here we are, not only offering this, but offering it in an economy that is seeing very little development at all. We simply need your support to do so. We are not asking you to help us develop our business, but rather to help us help you develop a derelict historic building for our Town. In summary, please consider not only the amendments recommended by the Planning Commission, but also an amendment to permit and regulate Off-premise signage. I have provided, to the Planning Commission for their review, copious amounts of model language from other towns which have successfully permitted off-premise signage. We understand that these discussions take time, and would only hope that the Planning Commission would consider the weight of their decisions, as well as our valid concerns, and take the time necessary to not make a decision in haste simply because the topic requires more review than typical amendments. We do trust the professionalism of both the Planning Commission and the Council, but the topic is on the boards for review now, and therefore now is the time to get it right. Though perhaps more challenging than to simply say No, it is possible to have a beautiful town, free from Sign Clutter, AND allow off-premise signs to increase the viability of the Towns business tax base. Thank you for continuing to support the Mount Jackson Farmers Market and all businesses in Mount Jackson.

Respectfully,

Gerald N. Forsburg