Ideas offered to ‘refresh’ Rancho Bernardo
Keep the original RB logo, but add twinkle lights and musical entertainment to Rancho Bernardo’s “downtown” business district, said residents when asked how they want to see the community refreshed.
More than three dozen Rancho Bernardans gathered at the Rancho Bernardo Vons Town Center food court Saturday morning to discuss ways to make the retail area more appealing.
City Councilman Carl DeMaio organized the meeting, which he called “a good start” to the revitalization endeavor.
“I hope more people will take the opportunity to weigh in when they see the first designs,” DeMaio said. “Today was about the concept and (gathering) ideas. Next will be (fine tuning) the concept.”
By forming the Refresh RB committee, led by resident Janet Atkin, DeMaio brought together two efforts with a common interest.
The first is the Rancho Bernardo Maintenance Assessment District’s plan to replace the welcome sign that was on Rancho Bernardo Road near The Mercado from the early 1960s until last August, when a truck crashed into and demolished the sign that already needed extensive repairs.
The other is an endeavor considered for the last few years by Bernardo Town Center Property Owners Association to refresh the business district along Bernardo Center Drive.
That group has talked about adding color, directional signs and aesthetic improvements so locals will be more inclined to shop in Rancho Bernardo instead of going to newer shopping centers in 4S Ranch and Carmel Mountain Ranch.
One of its early design plans, however, met community opposition a few months ago, when residents saw an abstract RB logo in place of the branding iron-inspired logo used since Rancho Bernardo was founded almost 50 years ago. The latter reflects the area’s ranch history from the 1800s.
Representatives from MAD and BTCPOA said there is a desire to have the group’s individual sign projects blend.
Frank Auwarter, representing MAD, said the welcome sign design should be pleasing to most.
“No one wants a welcome sign that makes people say, ‘Whose idea was that?’?” Auwarter said.
DeMaio said since the resident-funded MAD has enough money to go ahead with the welcome sign, the project should begin as soon as possible — perhaps by fall — since the longer the group waits, the more cost will rise.
He also said if the City Council modifies the city’s sign ordinance regarding right-of-ways, there could be a way to generate money for MAD through the business group’s signs, paid for by its members. Directional signs, for example, could incorporate business names and community amenities, such as the library and Webb Park.
Ron Bamberger, representing the business sector, said the area needs “character.”
Several attendees said they like the community’s Spanish-inspired look, it adds charm and has set Rancho Bernardo apart from other communities in the area. While refreshing is needed, they do not want it to drastically change colors or fundamental features, including the logo.
“The RB logo has got to stay,” said Hal Altenbern, who said a sun could be added to the logo to reflect the community as “a warm, friendly place.”
“Refreshing with restraint,” said another attendee. “Nothing too edgy.”
Many voiced support for improvements such as flowers, fountains, decorative lighting year-round, public art and adding recorded music. Some said having local bands perform in the food court would be a relatively easy addition and would draw people to the shopping area.
Another community meeting will be held after the committee of residents and business leaders develops design concepts.
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