By Kara Shire
Tri-Valley Herald

Sept. 03, 1999

DUBLIN — Godzilla may be a nuisance, but Dublin auto dealers said Thursday the inflatable monster is not the real culprit of the city's "blue-collar" image — Dublin's underdog attitude is.

At a meeting with city officials, Dublin car dealers said the promotional signs that have come under recent fire -- ranging from a floating Godzilla to streamers, pennants, paint and balloons — are not the cause of Dublin's perceived second-class citizenship in the Valley.

"You're trying to say if someone puts a Godzilla up on a car dealership, that's the reason for Dublin's image problem," said Les Jones, general manager at Crown Chevrolet.

The morning meeting was the first of two planned by city officials to discuss changes to Dublin's sign ordinance. The city's traditionally lax enforcement of the current ordinance — particularly when it comes to the temporary promotional signs put up by auto dealers — has resulted in complaints from residents, Vice Mayor Janet Lockhart said.

"As our city grows and changes — and as our resident picture changes — we see a lot more people investing a lot of money in our community, which is new for us," Lockhart said. "What that's done is give us a little shake to say, 'Hey, take a look at your community.'"

But car dealers say the roof-top advertisements, which range from $7,000 to $10,000, are needed to draw attention to their businesses.

"I think the balloons have a purpose as do the streamers because those things do draw attention to our business," said Michael Loux, general sales manager at the Dublin Auto Center, home of the infamous Godzilla.

"That's what this type of advertising does is draw attention to you. If it helps us sell 10 more cars a month, then it's done its job."

But Dublin residents are tired of being the only Valley city that allows these types of signs, Lockhart said.

"The community is tired of being the only blue-collar, working-class joke in the Valley," she said.

Indeed, Dublin's sign rules allow for more leniency that its neighbors.

In Livermore, large balloons are banned completely. Pleasanton allows hot-air balloons for eight hours four times a year, but they have to be conventional balloons, not shaped like objects. In San Ramon, tethered balloons and inflatable signs are not allowed.

In Dublin, businesses can use large inflatable balloons with a permit for 30 days during special promotions. There is a 15-day waiting period before businesses can apply for another permit to fly a balloon.

The problem, city leaders say, is that Dublin has not been enforcing these rules on auto Dealers a powerful group of retailers who bring in 27 percent of Dublin's revenues.

A change to the city's sign ordinances would affect all Dublin businesses, but auto dealers are being asked for their input because they are most likely to feel the biggest impact, Lockhart said.

One alternative to the controversial balloons would be signs to direct potential customers toward dealerships. Another would plant two to three additional electronic reader boards, such as the one at the Dublin Auto Center, around freeway exits.

"We're going to comply with whatever decision is made," said Loux, of the Dublin Auto Center. "Obviously, we want to be friends with the city. I just have a little bit of difficulty thinking the balloons are the problem."