Monticello downtown assessment report: Part 3

     This is a multiple-part series on the City of Monticello’s Downtown Assessment Report, as conducted by the Iowa Downtown Resource Center and Iowa Economic Development Authority. This was a partnership between the city and Jones County Economic Development.

Theme 3: Signage

     The downtown assessment team said despite the use of social media and websites and Google, physical signage on businesses is still needed.

     “Signs still play a key role in attracting customers, helping to determine if a business is open, and the type of goods and services offered inside the business,” they said.

     Just walking or driving in downtown Monticello, one can see the various sizes, shapes, and conditions of signs. They noted that some signs are even too high for those passing through, making it hard to notice the sign upon first impression.

     “Different signage is needed for pedestrian traffic on the sidewalk versus what is needed for those driving.”

     Some of the businesses’ signage fails to make it clear what is being sold or offered inside the business or store.

     The team noted that sign improvements could be done relatively inexpensively and quickly.

Action steps:

     • Modify the City of Monticello’s sign ordinance to allow for the use of blade signs that stick out from the building and are perpendicular to the street so the signs are visible to drivers and pedestrians.

     • Do a sign inventory of downtown businesses. Remove the signs from businesses that are no longer open and operating. Identify what types of signs are missing: hours of operation, services offered, etc.

     • Use signs to describe what’s inside the building. Window clings on display windows are a good way to let shoppers know what types of products they can find inside.

     • Are signs and display windows well lit at night?

     • Host a get together for local businesses to talk about signage, show good examples, introduce a new sign grant program, and present a list of good sign practices.

     • Consider whether signs can be a form of public art.

     • Consider working with the school district or Kirkwood students on possible sign design, fabrication, and installation. Students gain valuable hands-on experience and the cost of unique, one-of-a-kind signs can be greatly reduced. Iowa Prison Industries can also be a resource for sign development.