(a) The purpose of this division is to regulate both the construction of new signs and alterations of existing signs with a view towards enhancing, preserving, and developing the unique character of the Southwestern Medical District area while addressing the public's need to locate and navigate to the multiple hospital and medical office entrances efficiently.
(b) The objectives of this division include those listed in Section 51A-7.101 as well as to:
(1) Create an aesthetically pleasing environment that cultivates a center for healthcare, education, biomedical research, and technology.
(2) Designate entries into this district.
(3) Communicate clear directions to, within, and through the district.
(4) Promote the goods and services available in this district.
(5) Ensure that the size and orientation of signs assist pedestrian and vehicular traffic.
(6) Enhance economic growth and community identity for local businesses and residents in the district.
(7) Ensure that significant architectural features and buildings within this district are not obscured by inappropriate signs.
(8) Identify and promote special events and cultural activities in this district.
(9) Identify and highlight key features, local amenities, corridors, and communities in and adjacent to this district. (Ord. 29392)