FAYETTEVILLE — Businesses achieved a minor victory Tuesday night in Fayetteville when the City Council approved a measure to allow signs and logos in its city parks in exchange for financial contributions.
However, the ordinance allowing the recognition signs for businesses or individuals did not pass without significant debate and alteration, mostly targeted toward limiting the size of signs and how they are designed. The signs must be worked into the overall design of the park structure they are naming, according to the regulations.
These changes were not enough to satisfy Sarah Lewis, an alderwoman from Ward 4, who proved to be the most outspoken critic of the ordinance, saying, “public spaces are sacred,” and should be free of corporate messages and logos. Lewis was the only council member to vote against the ordinance Tuesday night. Shirley Lucas, also from Ward 4, was absent.
AT A GLANCE
Park Signs
Bronze Category — 1 square foot in size
Silver Category — 4 square feet in size
Gold Category — 12 square foot in size
Platinum Category — 16 square feet in size
Trail Facilities
Silver Category — 1.5 square foot in size
Gold Category — 4 square feet in size
Source: City Of Fayetteville
Lewis made two unsuccessful attempts at amending the ordinance — first to strip the language allowing company logos on the sign. That amendment failed 4-3. Lewis, Robert Rhoads and Matthew Petty supported the amendment. Then Lewis made another amendment to reduce the size of the signs. It died for lack of a second.
“Logos are subliminal,” Lewis argued. “They don’t even need to catch your eye. All of sudden you feel like having a cup of coffee. Or all of a sudden you want a hamburger.”
The city’s park staff, park advisory board and the mayor’s office have all supported the ordinance to allow the recognition signs as a means to generate financial contributions. At the request of the city, Fayetteville resident Terry Eastin — who has worked as a consultant for the city of Little Rock in the planning and fundraising for the Arkansas River Trail Medical Mile — gave a presentation to support the proposal. The Medical Mile, as it is loosely named, is a trail lined with public art advocating various aspects of public health. Much of the displays are the result of sponsorships by hospitals, doctor groups, insurance companies and others. Giving recognition to the donor is imperative when it comes to fundraising, Eastin told the council.
“To say that donors should only give from the heart is naïve,” Eastin said.
Even though the policy requires the sign “adhere to the aesthetic values and design of the park,” critics wanted no part of corporate markers in parks.
“Even the well-done markers are a little bit of an assault,” said Karon Reese, calling for a halt on the proposal, despite its purpose to make fundraising easier. “Let’s wait for the economy to pick up. Let’s not pimp it out.”
“I’m not convinced that the staff will be able to pull this off in a way that’s aesthetically pleasing to Fayetteville citizens. I’m not convinced,” Reese added.
Stylistic tastefulness was also on the mind of Bill Moeller, who was ultimately satisfied with the ordinance.
“It sounds like, from what you have written, that the aesthetics will be maintained and that there will not be any advertising,” Moeller told the council. The name of the company and its logo are allowed. However, slogans, company colors or other messages are not allowed, according to the ordinance.
The issue of regulating signs in parks is a rare one, said Eastin, who speaks about trails and parks across the country. Most communities do not have ordinances this restrictive, she added.
“Most cities and parks are begging for any type of funds,” Eastin said, after the debate. “While I respect Ms. Lewis very much, I think she’s gone to great lengths to exacerbate something that just isn’t there.”