Exchange Regarding Electronic Sign

Exchange Continues Regarding Electronic Sign

Editor-in-Chief Carl Schulthess responds to Councilman Lance MacLean’s message to residents who emailed the council in opposition to the electronic sign. The council received no emails in support of the sign. Carl’s comments are in red, MacLean’s letter is in black text.

To the council: I realize that you have already spent this money in spite of overwhelming opposition, but you might find my comments interesting. – Carl Schulthess

From: Lance MacLean [mailto:LMacLean@cityofmissionviejo.org]
Sent: Monday, July 02, 2007 1:24 PM
To: carl.s@cox.net
Subject: MV Electronic Sign Monument

Dear Carl,

The Mission Viejo community electronic message board has been mischaracterized through a deceptive and erroneous email blog campaign by the MV Watchdogs.  

CS: This is patently false. It has been characterized by the Watchdogs as costing $143,000 AND that there has been virtually no serious debate about its usefulness.

Please take the time to look at the attached PDF or JPG of the electronic sign monument design.  Also, I have taken this opportunity to set the record straight as to what this project really is and what it means for Mission Viejo.  

CS: I have, and it is pretty much what I imagined.

First, the City Council and staff respect the historical architectural features that define the Mission Viejo community and have incorporated those features in the sign monument and corner improvements.  Further, the electronically controlled sign is not a large Las Vegas style sign; rather, the message text will change by simply rolling or fading. 

CS: This will ensure that drivers will get to read the entire text as they whip by at 45 MPH?

The ability to quickly change messages electronically from city hall has many benefits of informing residents not withstanding community services and emergency messages to notify the public. 

CS: If there is an emergency, this sign will not inform more than a few percent of MV residents. With few exceptions, the same people pass the sign every day on the way to work. The huge majority of residents will never see this “Emergency” message, and you will think that you have done your duty.

Finally, our city has a vibrant work force of organizations and volunteers that sponsor events that enhance the community by improving our quality of life. A tasteful electronic sign will help these service, social, educational and entertainment programs get the word out to the community through free announcements.  While some in the community feel this is an unnecessary expense,  the ability for the city and these community groups to quickly, clearly and efficiently communicate with the public far outweighs the cost.  

CS: The current sign does this for peanuts. The new sign will not increase any resident’s knowledge of what is happening in MV. The current sign can be updated within hours if needed.

If you really care to communicate with residents, you should spend the money creating a data base of residents’ email addresses and a means to send them. It can be used to:

  • 1.Inform ALL the connected residents of Emergency issues. (Far larger number than will ever read ANY sign)
  • 2.Eliminate the printing and mailing costs of the City Outlook.
  • 3.Permit ALL the candidates for Council to present their positions to the electorate for far less money than is now spent on mailers and signs.
  • 4.Ease the need for candidates’ fund-raising.
  • 5.Enhance residents’ interest in the political process.
  • 6.Notify residents of the agenda for each council meeting, thereby increasing attendance.

I do appreciate your comments about the electronic message board and I have not taken them lightly.  I invite you to communicate with me at anytime on other issues of interest to you and the community.

Respectfully,
Lance MacLean
Council Member