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Eating dust, losing customers

Businesses along Cleveland Street want to put up banners; Clearwater sticks to its sign code.

By MIKE DONILA
Published November 15, 2006

As Cleveland Street construction crews continue the city's downtown revitalization effort, some business owners wonder if they'll still be open by the time work along the once-busy street is completed late next year.

They say the city needs to give them some type of relief because the heavy construction to widen the road and repave the sidewalks is driving customers away.

Specifically, many business owners say they want the city to lift its sign code ordinance that restricts them from displaying banners temporarily on the outside of their buildings. They say every little bit of advertising helps, and those banners could be crucial in bringing more customers through their doors.

The city, though, has no intention of changing the code or even ignoring it. Clearwater will put up its own banners in the downtown area, telling visitors what is open.

These banners will stretch across Cleveland Street. In addition, the city will put up temporary freestanding signs on Cleveland.

Still, some business owners question whether it will help.

"So they're saying we can't put up banners, but they can," said Michael Webb, who opened Annie Rose Deli in March. "Why don't they just let us leave up our banners? (Their plan) is just utterly stupid. It's like putting a Band-Aid on a broken leg."

Webb said the construction took away two-thirds of his Cleveland Street business. "We've gone downhill since then," he said, as work continued. He said he's prepared to put a petition inside his deli, asking customers to help get the sign code restrictions lifted until construction wraps up in December 2007.

He's not alone.

Kathy Mullen, who opened Constant Cravings Coffee last summer, and John Nguyen, whose Madd Italian Deli is near the downtown on Fort Harrison Avenue, both say they're feeling the pressure from construction and the sign code restrictions.

"We're all hurting - why not give everyone six months?" Mullen said.

Tony Starova, who opened Tony's Pizzeria and Ristorante about a year ago, said he usually likes the sign ordinance but feels it should be lifted until construction finishes.

"It's a mess out there right now," he said. "If they would close one eye and one ear until this is done, it will be better for everyone."

Kim Blazakis, owner of the 7-year-old Pickles, said "construction hasn't been easy."

She said the deli - because of the construction work - now has only one entrance.

"It's really intimidating for some people," she said. "We're down ... but we're holding on. But it's been a constant battle, and I don't know what the solution is, aside from more advertising and more signs."

These complaints come at a time when the city is trying to revitalize the downtown area and lure more residents and visitors. Clearwater also has poured millions into the initiative and is championing a boat slip development along the waterfront.

The city's 22-page sign ordinance says businesses cannot attach temporary banners to their buildings and limits "sandwich board" signs.

Until the mid 1980s, Clearwater's sign ordinance was less restrictive and billboards dotted the city.

In the early 1990s, though, city officials began cracking down even more.

The City Council recently discussed asking City Manager Bill Horne and his staff to look into whether the code should be adjusted to let businesses display banners temporarily. But members later decided the administration is too busy and has other priorities, such as building moratoriums and budget issues.

[Last modified November 15, 2006, 06:50:22]