Council, town staff considering more signs on Elk Avenue

“It works in Telluride…”

Are the directional signs on Elk Avenue pointing to businesses that aren’t along the main thoroughfare helpful? Or are they clutter? That is the question this Crested Butte Town Council wants to address.

Signage in town is an issue addressed by most councils at some point and it appears this Town Council will be no exception. On Tuesday, September 7, the council directed the town staff to look at how Telluride regulates directional signs and see if that town’s solution can work here.
Councilperson Dan Escalante raised the topic after a visit to Telluride. “I was walking around Telluride and it works to have their directional signs posted on the stop signs,” he said. “It is informative. Telluride is a good example to use. Maybe we allow more directional signs in conjunction with something like a kiosk or map of town businesses at the visitor’s center.”
“Signage is one of those things always in play,” said Crested Butte building and zoning director Bob Gillie. “Business always wants more signage, but remember to take in the impact of the cumulative effect of all that signage in the business and historical district. The staff has some reservations about expanding offsite signage.”
“This is something we always revisit,” pointed out mayor Leah Williams.
To that point, councilperson Jim Schmidt concurred. “In 1988 when I was on the council we looked this,” he said. “There are a lot of ‘what ifs’ and questions that will come out this discussion. Do you allow signs on Elk Avenue pointing to the grocery store or Buzz? Do you allow signs on Sixth Street pointing to businesses up and down the side streets? Do you allow directional signs for auto shops or the lumberyard? What is it limited to? There’s already a lot of stuff on Elk Avenue. I personally like the way it is now. I think one of the good things about Crested Butte is there isn’t a proliferation of signs.”
“I’m one of those businesses,” countered councilperson Phoebe Wilson, who owns the Dogwood cocktail cabin a half block off Elk Avenue. “A majority of the year there is a lot of snow along Elk and a lot of people are deterred from walking off Elk. This might be one way to help those businesses. From a point of procedure, horizontal zoning is pushing businesses off Elk and I feel for those businesses. It’s a good way to be more egalitarian. The businesses in my area would be willing to put money into it. In the end it will boost business in town. Granted, there will be some things to work out.”
“It’s not colossal. It’s not breaking new ground,” said Escalante. “We all live here and know where everything is. This will help the guests.”
Councilperson John Wirsing wondered if this was something the council should even tackle. “Is this another example of us doing it and no one else is paying attention?” he asked. “There is no one from the public even here to talk about it. Is it like sidewalk seating and chalkboards, where maybe one business will benefit?”
“If you walk around and talk to those businesses off Elk, they’ll support it,” said Escalante.
Councilperson Roland Mason said he was just in Telluride and said, “I didn’t even notice the signs. The streets in Telluride are also bigger than what we have here,” he said.
“I have concerns with this,” said Williams. “I’d like us to better utilize the visitor center at the Four-way Stop,” she said. “I’ve seen the photos of streets with all those kind of signs and it looks like a nightmare.”
“I see potential,” said Mason. “We can make it look nice.”
“If a councilperson is really interested in pursuing this I’d suggest they obtain and analyze the Telluride ordinance and start ‘what-iffing’ it,” said Schmidt. “What are the parameters for here?”
“There’s a fine line between something being a burden and an amenity. I’d like to approach this as being an amenity,” said Wilson.
“I’d rather see the staff do the homework. I’m busy making a living,” said Escalante. “I’m not excited about getting on the phone with Telluride and what-iffing it to death. We can analyze what the staff comes up with.”
“The council should work with the staff on this,” countered Williams.
Wilson said she would touch base with businesses off Elk Avenue. Wirsing said he’d touch base with the Chamber of Commerce to get a feel for the issue.
“The visitor center seems to be coming up at every meeting. We need to look at it and prioritize how to better use it,” said Mason. “It would also be beneficial to get the Telluride ordinance and some photos of how it works there.”
“The council needs to keep in mind the total look of Elk Avenue,” reminded Gillie. “We have a responsibility to the overall look of the district and what we’re trying to sell here.”
“We are a unique tourist town and we strive to have a community,” added Williams.
The discussion about off-site signage will continue.