17.48.080   General Sign Standards.
   A.   Message Neutrality. It is the City's policy to regulate signs in a constitutional manner that is content neutral as to noncommercial messages which are within the protections of the First Amendment to the U.S. Constitution and the corollary provisions of the California Constitution.
   B.   Maximum Sign Area. The maximum allowable, permittable sign area for permanent signs, exclusive of area of exempt signs, is based on the Zoning District in which the sign is located and the type of sign to be installed. These standards are established in subsequent Sections of this Chapter.
   C.   Message Substitution. A noncommercial message of any type may be substituted, in whole or in part, for any duly permitted commercial message, and any noncommercial message may be substituted, in whole or in part, for any other noncommercial message.
   1.   No Additional Approval. Such substitution of message may be made without any additional approvals. The purpose of this Section is to prevent any inadvertent favoring of commercial speech over noncommercial speech, or favoring of any particular noncommercial message over any other noncommercial message.
   2.   Limitations. This message substitution provision does not: 1) create a right to increase the total amount of signage on a parcel, lot or land use; 2) affect the requirement that a sign structure or mounting device be properly permitted; 3) allow a change in the physical structure of a sign or its mounting device; or 4) authorize the substitution of an off-site commercial message in place of an on-site commercial message or in place of a noncommercial message.
   D.   Changeable Copy. Non-electronic changeable copy shall represent no more than 20 percent of the total allowable sign area. Copy shall not be changed more than once every 24 hours.
   E.   Electronic Copy.
   1.   Location. Electronic copy is allowed as a display medium wherever monument signs are allowed. A Conditional Use Permit, issued pursuant to Chapter 17.38 of the Visalia Municipal Code, is required for the installation of any electronic sign except an interior electronic sign or digital display, which are regulated as permanent window signs.
   2.   Physical Standards.
   a.   The sign display face must be directed in a manner that is not visible from the front or side yards of residential properties located in a residential zone district.
   b.   Electronic display faces must be an integral part of the remainder of the sign area.
   3.   Operational Standards.
   a.   Electronic display shall be limited to no more than 30 lumens output, measured at 10 feet from the sign face.
   b.   No portion of the electronic display (either sign copy or pictures) shall change more frequently than once every six seconds.
   c.   No audible output from any portion of the sign shall be permitted.
   d.   Electronic signs shall be operative only during the hours of operation of the associated business.
   e.   Sign copy or electronic picture displays shall be limited to advertising related to the use(s) on the property for which the monument sign is located, except for message substitution, as allowed in Section 17.48.080D.
   f.   No change of lighting intensity may occur during a display or between displays except to respond to a change in ambient lighting conditions.
   g.   No display shall create a potential distraction to drivers by virtue of the frequency of changes of images (i.e. the time between images expressed in seconds), and the Planning Commission may impose limitations on the number of images that can be displayed over a specified time period for reasons of traffic safety.
   F.   Illumination. The illumination of signs, from either an internal or external source, must be designed to avoid negative impacts on surrounding rights-of-way and properties. The following standards apply to all illuminated signs:
   1.   Light Intensity. Sign lighting must not be of an intensity or brightness that will create a nuisance for residential buildings in a direct line of sight to the sign.
   2.   Shielding Required. External light sources must be directed, shielded, and filtered to limit direct illumination of any object other than the sign, according to Table 17.48.080(F)(2) below.
Table 17.48.080(F)(2): Requirements for Shielding and Filtering
Table 17.48.080(F)(2): Requirements for Shielding and Filtering
Fixture Lamp Type
Shielding Required
Filtering Required
Low Pressure Sodium1
None
None
High Pressure Sodium
Fully
None
Metal Halide
Fully
Yes4
Fluorescent
Fully5
Yes2
Quartz3
Fully
None
Incandescent Greater than 100W
Fully
None
Incandescent 100W or less
None
None
LED
Fully
None
Mercury Vapor
Not permitted.
Fossil Fuel
None
None
Glass Tubes filled with neon, argon, or krypton
None
None
Other Sources
As approved by the Director.
1.   This is the preferred light source to minimize undesirable light into the night sky affecting astronomical observations.
2.   Warm white natural lamps are preferred to minimize detrimental effects.
3.   For the purposes of this article, quartz lamps are not considered an incandescent light source.
4.   Most glass, acrylic, or translucent enclosures satisfy these filter requirements.
5.   Outdoor signs constructed of translucent materials and wholly illuminated from within do not require shielding.
 
   3.   Energy Conservation. Light sources shall be hard-wired fluorescent or compact florescent lamps, or other lighting technology that is of equal or greater energy efficiency. Incandescent lamps are prohibited, except when used in signs of historic character as part of the architectural design.
   4.   Light Sources Adjacent to Residential Areas. Illuminated signs located adjacent to any residential area shall be controlled by a rheostat or other acceptable method to reduce glare that will create a nuisance for residential buildings in a direct line of sight to the sign.
   G.   Materials. Signs shall be made of sturdy, durable materials. Paper, cardboard, or other material subject to rapid deterioration can only be used for signs that comply with applicable requirements for Temporary Signs in Section 17.48.130. Fabric signs are restricted to Awnings, Canopies, Flags, and Temporary Signs.
   H.   Mounting Required. All permanent signs shall be firmly anchored and comply with all requirements for public safety and codes.
   I.   Minimum Clearance from Utilities. Signs and their supporting structures shall maintain clearance from and not interfere with electrical conductors, communications equipment, or lines, underground facilities and conduits.
   J.   Concealed Electrical Systems. External conduits, boxes, and other connections related to the function of a sign and associated lighting shall not be exposed. A switch disconnecting each circuit shall be placed in plain sight and near the inspection opening. (Ord. 2017-01 (part), 2017: Ord. 2016-11 § 2 (part), 2016)