Despite all your efforts to avoid it, there are times when every sign maker must apply for a sign permit. Regardless of your dislike of the bureaucratic jungle, the situation demands that you bite the bullet and get out your machete. Both you and your client want the process to go as quickly as possible, but unless you are a regular down at the planning office, it is easy to get caught in a quagmire of frustration and delays seemingly designed to trap and devour the unprepared.

Ever since my first years in the sign business, back in 1983, I have been designated as the person best suited to handle permit applications. Maybe it’s because I possess above average patience, and an ability to keep my cool in contentious situations—or maybe it’s just because nobody else was willing to do it. As a result, I have amassed over twenty years of experience dealing with planning departments from Santa Barbara to the San Francisco Bay Area, and I have developed a number of checklists and methodologies that have helped me to avoid getting sucked down into the quicksand, and I am about to share all of my secrets with you.

HIRING THE SHERPA

The first contact with a client should include a discussion about the wisdom of getting permission to put up the signs that will comprise their public image for years to come. Undoubtedly, the subject of cost will come up, and you will need to offer an estimate for the sign permit just as you will to fabricate and install the signs. In the world of permit expediting, it is common to charge varying rates for different types of services.

When I decided to offer permit expediting to nationwide wholesale and local custom sign shops, I asked the wholesalers what rates they were accustomed to paying in the Central Coast region, and settled on the following competitive pricing schedule:

Travel time: $35/hour plus 50 cents per mile (varies according to fuel costs)

Meeting attendance: $35/hour

In-office submittal, research and phone follow up: $50/hour

Sign design, creation or alteration of drawings and specs: $75/hour

11" x 17" color drawings: = $1/page

Fees are paid by California Sign Group and billed for reimbursement with Net 10 terms. Labor is billed upon delivery of the approved permit job copy with Net 30 terms. In most cases, the contractor who installs the signs is responsible for scheduling and passing all inspections. For a typical quote, see Figure 1 (right).

SCOUTING THE TRAIL

Once you have the signed estimate or deposit in hand, the first step should be to visit the government Web site and gather several necessary bits of information. If you have not been there before, you will need the address of the government center and a map. The hours of the Planning and Building departments are often available online. Usually there is a downloadable permit application form, sometimes even specifically for signs. Many Web sites offer a checklist for assembling a complete application.

It is extremely helpful to search through the municipal code and print out the sections that pertain to signs. A well designed website will allow you to search for the parcel by address and find the Assessor’s Parcel Number, and if you’re lucky, a satellite photo that can be placed on the drawings and used to help draw the site plan as well. This can also be obtained through a map search outside of the City Web site.

At this point, I create a manila folder for each new city or county, and put all of the most useful information on the cover for quick reference (see Figure 2 at left). Whenever I go to submit an application, I take this folder along, in case I need to refer to the code or add any notes or forms that I pick up on my visit.

THE CALL OF THE WILD

The next step should be to call the planning department and discuss the proposed signage to identify any possible code violations or delay-causing features of your preferred design. Many cities have two or more levels of approval, beginning with staff level, then Architectural Review Board approval or application for a variance. Staff level approval means that your application will be reviewed within about 30 days, then discussed at a staff meeting and either approved or sent back for revisions. Then, you can agree to the changes or negotiate a compromise and come away with Planning approval, usually within a few more days. Architectural Review or a variance means an additional 30 to 60 days, a public meeting requiring the applicant’s attendance, and additional fees. Obviously, it is best to design a sign that can be approved on a staff level, and a conversation with a planner can identify any triggers that would bump the application up to deeper scrutiny.

I have developed a list of questions to ask that will help avoid any wasted time and let the planner know that you are making every effort to work within the code (see the sidebar below). When you get specific advice regarding code limitations, ask the planner to give you the section numbers so you can read it for yourself and possibly discover a way to interpret the language in your favor. Armed with all of this information, you can now design the best signs possible that will likely be approved on your first trek into the jungle.

SHOW THEM YOUR PAPERS

Once you have your drawings together, and the applications all filled out and signed, there are a few more pieces of paper you will need to take with you. If you are not the contractor that will be installing the sign, you may need a letter authorizing you to act as their agent, even if the contractor is your employer. You will need the address, phone and fax numbers of the property owner, business owner and contractor, and you must be prepared to pay the fees. For the building permit application, you may need a copy of the contractor’s license pocket card, proof of worker’s comp insurance, and a certificate of liability insurance. It’s a good idea to keep the original copies in a folder, and make a new set of copies for each permit application. And don’t forget to update them when licenses or insurance are renewed. Also, make copies of the completed application form and a set of drawings for your file. Prepare a sheet for keeping notes on the progress of the permit. For an example, see Figure 3 at right.

Being over-prepared is far better than submitting an incomplete application and having to return with additional paperwork. It definitely causes confusion and delays the process, and sometimes the application will simply not be accepted until all of the pieces are together.

The State of California allows up to 30 days for planners to review an application just to determine whether it is complete, and most will take full advantage of that allotted time. If everything is in order when the planner gets around to reviewing it, and the code has been followed to the letter, their job is made so much easier that they are often happy to approve the permit and get one more thing out of their inbox.

LEAVING THE BREAD CRUMBS

Put the submittal date and name of the planner on your notes. If possible, get their business card and write their email address down, too. About three to five days after submitting, call and ask if they have had a chance to review the application, and whether there are any questions or anything else needed. If you were unable to submit with a specific planner, ask whether the permit has been assigned yet, and the name and phone number of the planner.

Keep calling every few days, but be careful not to aggravate anyone, and try not to leave more than one voicemail message per day. Be the mosquito buzzing in their ear, but don’t get swatted. Some people communicate better by email, so if you are getting no response to your calls, send an email instead. Remember that yours is just one of many applications, and planners are often overworked, underpaid and under-appreciated. Kind words and patience will get you much farther than demands. Every time you speak to someone, note the date, their name and any new developments that affect your application. Whenever a recommendation is given, ask for it in writing, by either fax or email, and keep a copy in your file.

KEEP YOUR MACHETE READY

With a little hacking and chopping, eventually you will clear away the brush and get your application signed off by planning, and often the building permit can be approved over the counter. This is when you will need all of the contractor’s license and insurance documentation, and another fee will be charged, usually based on the value of the signs and installation. If written proof is not required, it is best to estimate low, within reason, to keep your fees as low as possible. You will also need a current business license on file, and may have to pay an additional fee to update it.

Finally, one set of plans will be stamped, dated and signed and handed back to you along with an inspection card, which must all be posted at the job site until the installation is complete. When the inspector arrives, that paperwork must be available for them to sign off, so I usually put everything in a large, clearly marked envelope and tape it to the inside of the front window (see Figure at left).

Having the right tools and knowledge at your disposal can help you slash through the vines and tangles of bureaucracy and avoid the sinkholes that threaten to suck you down at every turn. Knowing the rules and keeping careful notes will give you the advantage when stalking the elusive permit through the governmental jungle.

Happy Hunting!