The council commissioned a signage study as part of the National Disaster Resilience Program, but actual funding for signs would need to come from other sources – possibly from groups outside city government. The council discussed phased-in signage but took no action Monday other than to accept the study report from Ackerman-Estvold.

The study was aimed at identifying locations for signs to direct traffic of various modes to downtown, starting at the outer periphery of the city and working inward. An economic development stakeholders group formed through the NDR program recommended wayfinding signs to serve as a development tool.

“If you look at any successful, vibrant, sustainably growing downtown, wayfinding signs is one of those critical, basic, initial and ongoing sources of economic sustainable growth,” said John Zakian, resilience program manager for the city. “It’s a way to give an identity to the downtown. It’s also a way to give an identity to the city, and it’s also a way to help promote the downtown and all the various services and businesses that exist there.”

The completed study recommends various tiers of signage to correspond with locations in the city. Tier 1 signs direct vehicular traffic entering the city along the principal arterial roads. These signs would follow state regulations in appearance with white lettering on green background.

Submitted Photo A rendering shows sample signage in a potential wayfinding project.

In Tier 2, signs would be located at key intersections of arterial roadways and near attractions, such as Dakota Square Mall or the fairgrounds, and would serve both vehicular and pedestrian traffic. Additional signs for pedestrians would be placed along multi-use trails.

Tier 3 signs would be located in the downtown and consist of five types – district identity/gateway, vehicular destination, pedestrian kiosk, historical landmark and destination identification.

The report identified 92 sites for signs.

Zakian cautioned the council regarding the $157,975 cost estimate provided by Ackerman-Estvold. Looking at signage costs in other cities, spending could run higher and will depend on various factors in design of the signs, he said.

“But this gives you a baseline,” Zakian said. “I will tell you that based on 92 locations, and the number of signs in each of the tiers, it would be not inaccurate to say that the cost of signage could range anywhere from a baseline of $160,000 up to anywhere around $750,000.

Submitted Photo A rendering gives a view of a potential downtown kiosk used for wayfinding signage.

“One of the key steps going forward is to make a decision on what should be on those signs, especially within the three tiers. Should there be a common logo? Should be a common message?” Zakian said. “The underlying question to be answered is, who is going to lead this? The second question is, where’s the funding going to come from? And third question is, who’s going to maintain them?”

Zakian said creation of a Business Improvement District downtown, which has ability to tax within its borders, could fund the project, as can a downtown nonprofit organization or economic development organization. Sometimes cities will provide funding, and often funding comes from a variety of sources, he said.

NDR grant money used for the wayfinding study was included in dollars set aside for planning, which is not a source of money for implementation of the study recommendations, Zakian explained.

Council member Josh Wolsky said it’s important the city take a holistic look at downtown and coordinate the activities occurring or being discussed.

“And then also, obviously, this tiered system that you see here, I think, lends itself very well to a phased approach,” Wolsky said. “Maybe this is a multi-year project.”

“It gives us an opportunity,” added council member Shannon Straight. “We have some huge financial challenges. I don’t think any of us shy away from those. But a phased approach seems to make sense.”