Kaleidoscope: the First Inning

During the Jan. 21 council meeting, Kaleidoscope’s representative promoted his plan for electronic billboards on the sides of the retail center. The topic unfolded as Agenda Item No. 19, amending the city’s sign code.

The biggest surprise was the council’s 4-1 vote against change. Councilman Frank Ury cast the lone vote in favor of changing the code to allow the billboards Kaleidoscope wants. No community member should conclude the matter has ended. While some developers prevail against the will of residents with one try, it often takes a public relations campaign, paid performers at the public microphone, campaign donations to wobbly council members and so on to wear down resistance in the community and get three council votes.

Given the lucrative business of electronic billboards, the community should expect the developer to return. Previous strategy by successful developers has included incremental steps. Kaleidoscope might next propose small electronic signs for tenants. After the signs are up, Kaleidoscope could then pressure council members to increase the number and size of signs or allow “just one” offsite advertiser.

As an aside, a defeated council candidate, Wendy Bucknum, took campaign donations from those associated with Kaleidoscope, and she has spoken in favor of electronic billboards. Although she lost her November 2012 bid for a council seat, she’s campaigning for her next run. She sent invitations last week for her fundraiser, to be held at – where else? – Kaleidoscope on Feb. 26.

For details about the Jan. 21 agenda item, Brad Morton has an article on his blog, http://missionviejodispatch.com/business/k-signs-zapped-mvs-trip-back-to-the-future/