Russian River Wayfinding Assessment

Russian RiverWayfinding Program

Findings &Recommendations Report - Phase I Prepared for Sonoma County Community Development Commission

August 27, 2010

Prepared by

In Conjunction withPMS 186 C PMS Warm

Grey 11PMS 144 CGDS

GREAT DESTINATION STRATEGIES LLC

Overview.................................................................................

Objectives..............................................................................

Observations & Recommendations........................................

Proposed Sign Types...........................................................

Online Collaboration.............................................................

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Contents

1Russian River Wayfinding • Findings & Recommendations Report •

Overview

The team of Great Destination Strategies

(GDS) and Mayfield Creative, Inc. (MC)

is contracted by the Sonoma County

Community Development Commission.

The project is in support of the branding,

product development and marketing plan

for the Russian River Redevelopment

Project Area. The wayfinding program

project is divided into three phases:

Planning, Concept/Design and

Documentation.

This document represents the completion of Phase I. It summarizes the site assessment

conducted by Todd Mayfield and David Jorritsma between the 9th and 15th of August,

2010. During the first two days in this period, Todd Mayfield of MC sat in on many of the

stakeholder interviews led by Mary Klugherz and John Kelsh of GDS. For the remaining

4 days, David Jorritsma joined Todd to survey the project area and conduct a photo-

inventory of existing wayfinding conditions.

Data collected during this first phase of the project will be used to formulate plausible

solutions for a wayfinding program.

Phase II will begin upon approval of a recommended approach to the design and

development of the wayfinding program.

Overview


Objectives

There are four primary objectives when developing a Russian River Wayfinding program.

The first, is to provide better vehicular navigation through the Project Area, to the

communities and/or key destinations within. An underlying motive behind improving

navigation is to influence visitor flow to economic centers throughout the area. This will

be achieved by strategically placing vehicular directionals and information area or kiosks.

The second objective is to help create a visitor experience by way of a thematic or brand-

supported aesthetic. Concurrently, with the wayfinding development efforts, GDS and MC

are collaborating on the branding strategy. Elements of a new brand will be incorporated

into the system where appropriate.

The third objective is to help elevate community pride and a sense of visual identity.

The forth objective is to create a system that can be built, implemented and maintained

within a reasonable budget without compromising aesthetic and functional opportunities.

GDS and MC excel at creating winning solutions to challenging objectives. After exploring

the area and considering the task at hand, the GDS/MC team has started conceiving

several directions to consider.

In the following section, we have documented our observations with plausible

recommendations for consideration.

Objectives


Observations & Recommendations

In the first week of August, Mary Klugherz and John Kelsh of GDS presented their visitor

POV Assessment. They talked about their exploration of all access routes into the project

area. Todd Mayfield and David Jorritsma of MC retraced the same routes to corroborate

GDS recommendations and to conduct a photographic inventory of existing highway

signs.

GDS also reported that, while Google Maps recommended the most direct and scenic

route to the Russian River Resort Area, Mapquest recommended a route through Highway

101 to Highway 12 which was not the most direct route to the area.


Northwestbound from 101 through 116Northwestbound from 101 through River RoadSouthwestbound from 101 through River RoadSouthwestbound from 101 through Westside RoadNortheastbound from 1 through 116Southeastbound from 1 through 116


Wayfinding to the Project Area

Traveling north on Highway 101, the MC

team took the 116 exit which was one of

the routes that visitors may take because

it appears to be a major access on most

maps. GDS cited that the road was full

of stop signs and traffic. This is not the

most scenic nor the fastest way to the

project area.

Approximately 6 miles north, highway

signs begin to indicate Guerneville

Road. Visitors are likely to take this exit

assuming by its name that it is the primary

route to Guerneville. This too is not a

preferable route to take.

5 miles north from this point, highway

signs begin to indicate River Road and

Guerneville. Between this sign and the

River Road exit, signs indicate “Russian

River Resort Area”.




We recommend submitting a request to California

Department of Transportation (CDOT) to add signs

before the 116 and Guerneville Road exits indicating

“Russian River Resort Area - Exit River Road”.

Traveling south on highway 101, there is

an exit to a scenic route to the Project

Area.

The first is at Westside Road. There are

3 exit signs that indicate both Westside

Road and Guerneville.

12 miles south, there is a second exit

to the Project Area called Russian River

Road exit.

We recommend submitting a request to CDOT to

add an additional sign before the Westside Road/

Guerneville exit indicating “Russian River Resort Area

- Exit Westside Road”.




The visitor traffic from highway 1

warrants highway directionals to the

Project Area.

Traveling both south and

north on highway 1 there are

sign near the turn into the

Project Area indicating a turn

to Guerneville and another

to Russian River Recreation

Area.

We recommend submitting a request to CDOT to change the signs in both directions to

read “Russian River Resort Area (arrow)”.

Note: The re branding effort may require that the

Russian River Resort Area and Russian River

Recreation Area be renamed as one designation.

The results of this effort should be reflected on all

directional signs to reinforce brand recognition.

It would be beneficial to add additional signs, in both directions, at least one mile from

this turn to warn visitors that the ”Russian River Resort Area” (or something of that

nature) is 1 mile ahead.




Gateways

Before you enter Monte Rio, there are

some location opportunities for a regional

gateway sign.

One location in particular, offers a nice

backdrop of pines just before a large

bend into the town. We recommend a

“Welcome to Russian River Resort Area”

(or a new branded designation) gateway

at or near this point.

At or near the town limits, a West-end

Monte Rio gateway sign could be located.

The existing neon gateway sign that is

suspended over D Street is a wonderful

icon placed in the wrong location. The

problem with the sign in it’s current

location is that it welcomes visitors well

after the perceived town center on one

side and says goodbye to visitors coming

from the west before they enter the

perceived town center.


NewGateway

NewGateway


We understand that CDOT prohibits a

hanging sign over their jurisdiction so

moving it has it limitations.

One option would be to incorporate it

into a gateway element located at the

east entrance, at the side of the road in

an area where both sides can be clearly

seen.


Front View

Back View


On the way to Guerneville from Monte

Rio, there is an existing gateway sign.

The existing location for the westbound

gateway is understated. It needs to be

larger and raised up to be more visible.

Further east, there is what appears to be

a gateway sign sponsored by Allen Real

Estate. It looks like a welcome sign for the

town of Allen instead of Guerneville.

We recommend that Guerneville’s gateway

sign be located just before this sign in

front of a nearby pine tree to the right.

Trade locations with Allen and remove

all signs from within 100 feet of the new

Guerneville gateway.

Remove service club signs if

possible or incorporate them

into a redesigned gateway.


NewGateway


Traveling east towards Rio Nido, There are

a few areas that are good candidates for

an eastbound gateway sign for Rio Nido.

Traveling west back into Rio Nido, Korbel

Vineyards is located just outside of the

Project Area. While in Russian River, we

visited the satellite chamber location on

their premises.

Because of the many visitors that come to

Korbel (over 100,000 annually), a Russian

River gateway in sight of the Korbel

entrance would mean added exposure

for the Project Area. To the right is one

of a few potential gateway locations that

would be placed in conjunction with

Korbel’s support.


NewGateway

NewGateway

NewGateway


Closer to the Korbel entrance is another

opportunity for a gateway sign.

If we could get Korbel to allow it, a

gateway sign placed just beyond the

Korbel entrance would let Korbel patrons

know that something worth exploring is

around the next bend.

Later in the document we will discuss

some other benefits that would be gained

from a reciprocal partnership with Korbel.


NewGateway

NewGateway


Information Kiosks

A key component of the Russian River

Wayfinding Program will be strategically placed

information kiosks. These elements would

include regional and town-specific information

about destinations and amenities of potential

interest to a visitor. They would include area

maps, event information and, potentially,

interpretive graphics. They would be located

in high traffic areas where pedestrians have

convenient access, preferably at primary

destinations in the region.

Korbel Vineyards hosts a satellite Russian

River chamber of commerce on their

property. This is a very good location for

an information kiosk. In exchange for

Korbel’s support, they would be given

small interpretive panels or graphic

representation on all kiosks throughout

the region.

The kiosk program can be extended to other key destination venues that draw visitors

to the area. Each kiosk would include cross-selling information that will link other kiosks

in order to distribute visitor spending

throughout the Project Area.

Areas slated for development would

eventually receive a

kiosk or cluster of kiosk

elements depending on

the need


Kio

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Venues or attractions that visitors will

come to for specific reasons are great

locations for primary kiosks or smaller

secondary versions.

In areas that will eventually go through

redevelopment or renovation, a kiosk

could be designed for temporary

installation, removed during construction

and then reinstalled upon completion.

Proposed venues that have the potential

of drawing a large public turnout could

be encouraged to include a kiosk element

within their development plans for future

implementation.

There are some owners of destinations

who may not be so accommodating. The

goal is to find the right motivation to get

them on board.


Kio

sk


Street Banners

Street banners are a relatively inexpensive

way to uplift an environment. They can

be designed to support a brand, promote

an event or celebrate a season. They can

also help delineate a district or punctuate

a gateway area.

We recommend that each of the three

hamlets in the Project Area incorporate

a series of unique banners along their

primary business districts. In areas where

there are business clusters outside of the

visual centers, banners can be placed to

help draw attention and invite visitors to

explore those areas.


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Vehicular Directionals

There are three levels of vehicular

directionals that will be considered

for the Russian River Wayfinding

Program.

1. Highway signs

2. Theme-oriented directionals

3. Parking directionals

The first category is controlled by

CDOT. Rarely, will CDOT accommodate a request to change or add highway signage

unless a very strong case is made.

CDOT mandates strict adherence to the Manual on Uniform Traffic Control Devices

(MUTCD) whereby uniformity of traffic control devices are deemed critical in highway

safety and mobility as well as cutting capital and maintenance costs of traffic control

devices (TCD) for public agencies and manufacturers. While one of the key messages

in the Overview of the MUTCD states that “The process encourages innovation and

flexibility while maintaining uniformity” there is really little room for creative interpretation

in developing city or county-specific signage in support of local branding or retail

promotion.

On page 4 in Wayfinding to the Project Area, we

suggest some changes and additions to highway

signs in order to direct traffic to the best routes

into the Project Area.

The second category are thematic vehicular

directional signs. They should be designed to

reflect the regional brand, using materials and

processes that will be easy to update. Their size

will be appropriate for the speed of the traffic, the

width of the road, and located the proper distance

from the decision point so that the driver has time

to make a decision and react safely.



Directional signs should be located ahead of the decision point so as to give drivers

time to prepare to turn. A general rule of thumb for vehicular directional letter height

recommends that 1 inch be added to a letter height for every 30 feet of viewing distance.

Increased speeds increase the required viewing distance a driver needs to comprehend

information before a decision point. Studies show that more than 5 line items per sign will

not be effectively comprehended by a driver. Traffic speed, number of lanes and traffic

congestion are factors in driver comprehension of directional signage. We recommend

sign messages are sized to meet traffic conditions, no more that five line items be

assigned to individual signs and that san-serif letter forms be used.

We recommend directional signs not be grouped with other sign types. The directional

signs should contain adequate negative space. Negative space is the open area

surrounding the copy area of a sign. It is essential for legibility. Negative space ideally

should not be less than 60 percent of the sign copy area.

Unique, brand supportive colors will be designated for vehicular directional signage.

We recommend that light letter forms be placed over dark sign background to increase

legibility.

For the Russian River Area, we recommend that directional signs include miliage distance

in quarter mile increments whenever possible.

We would like to explore the possibility of using local artisans for some of the sign

fabrication. Depending on the outcome of the branding study, there may be opportunities

to include locally produced elements to some or all of the program.

The 3rd category are iconic parking directionals. They

direct visitors to parking areas using a universal “P”

icon. This facilitates faster recognition.

By treating this icon as a stand alone sign or an

attached element on existing pole structures, it frees up

space needed on multi message directionals.

We understand there are no designated parking areas at the moment, but in anticipation

of future lots, they will be considered and planned for the eventual need.



Trailblazers

Trailblazer signs can be used for both vehicular and

pedestrian traffic. They are small iconic signs that mark

a path or identify a point of interest. Some incorporate

interpretive panels for people who want to know more

about the history of a place or site.

The Hawaii Visitors and Convention Bureau (formerly

the Hawaii Visitors Bureau) Warrior Sign program was

created in 1931. The sign depicts a Hawaiian warrior

wearing red and yellow attire. The bottom of the sign

names the point of interest that is of significant cultural,

historic or scenic value to both the local community and

visitors. These markers are original and unique with just

over 300 of them posted throughout the State of Hawaii.

Trailblazers may include a marker number that

corresponds to kiosk area maps, printed guide maps

or customized phone apps. Trailblazers are especially

effective for pedestrians or as markers in roadside pull-off

areas. We feel these may be appropriate for Russian River

as pedestrian walking tours, bicycle routes, vehicular tour

routes or markers for kayakers who want to patronize

businesses along the Russian River.



Pedestrian Directionals

In each of the three hamlets, we found

the need to drive pedestrian traffic to

side street businesses and venues off

of the main route. Purely by accident,

we found a nice little gem tucked away

on 3rd street in Guerneville. John Rizzi

Glassworks is a very quaint little surprise

that most people would love to discover.

John has a sandwich sign on the River

Road sidewalk, but more traffic could be driven to

his shop if he had an elevated blade sign within a

consistent, visible pedestrian sign system.

We recommend pole-mounted “finger” signs that

identify business or attractions within walking

distance. Each sign panel would include a distance

indication to the merchant.

Single message pedestrian signs would

direct people to featured or “anchor”

venues that require special visibility.



Pedestrian Sidewalk Maps

We recommend that small area maps

be placed throughout each hamlet.

These will promote awareness of

places to go and see within each

community while reinforcing visitor

orientation.

Art from these maps could be used in

printed materials and on the website.


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SHOPPINGDestination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

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LODGINGDestination Listing 24-GG Destination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

ATTRACTIONSDestination Listing 24-GG Destination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

PARKSDestination Listing 24-GG

Destination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

CIVIC SERVICESDestination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

CHURCHESDestination Listing 24-GG Destination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG

You Are Here

Restrooms

Accessible Restrooms

Public Parking

Walking Route to UBW & CCC

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Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

LODGINGDestination Listing 24-GG Destination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

ATTRACTIONSDestination Listing 24-GG Destination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

PARKSDestination Listing 24-GG

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CIVIC SERVICESDestination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG Destination Listing 24-GG

CHURCHESDestination Listing 24-GG Destination Listing 24-GGDestination Listing 24-GG Destination Listing 24-GG

You Are Here

Restrooms

Accessible Restrooms

Public Parking

Walking Route to UBW & CCC

Medical Facility

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Trolley Info


Regulatory Signs

Existing regulatory signs that occur within the same proximity could be consolidated

to one or two elements. This has several benefits. It reduces the visual clutter a forest

of signs create. Also, information can be placed in an area where the most pedestrians

will gather or pass by. By grouping the messages together, one message will get read

because it is near another that attracts attention.

We recommend that

private regulatory signs be

incuded in a comprehensive

system that supports the

area brand. Everyone will

benefit from an enhansed

environment. Signs are the

most visual. Some private

businesses may still need

additional incentives to

participate.

Street ID Signs

Street ID signs within hamlet areas could subtly reflect the brand. This also enhances

visitor experience.


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Parks and Public Event Area Signs

We recommend that all identity signs for parks and public event areas be designed as a

cohesive family, while supporting the new brand. These signs will serve as mini gateways

for larger properties and less substantial post-mounted signs for smaller properties.

Currently, the existing signs that identify these properties are outdated, inconsistent and

not very welcoming.



Proposed Sign Types

After exploring the Project Area and interviewing several stakeholders, we have focused

on the following sign types that we feel will provide a connective wayfinding system.

G1

Project area gateways – Identifies the Russian River Project Area, welcomes visitors and

introduces the new brand experience.

G2

Hamlet gateways –Identifies each of the three hamlet entrances, welcomes visitors and

reinforces the new brand experience while capturing each hamlet’s unique character.

T1

Proposed new or revised highway signs (CDOT)

A1

Primary place identification – Identities for substantial parks and public destinations.

A2

Secondary place identification – Identities for small public destinations.

A3

Street name sign – A unique design, specific to the district in which it occurs.

A5

Parking lot identification – should be iconic and clearly identifies public lots.

D1

Pedestrian street directory maps – Small area maps placed at strategic locations in

primary pedestian areas.

V1, V2

Vehicular directional - These signs will include three to five line items and will be located

within communities and off of highways. They will be sized according to speed limits and

required distance of comprehension.

V4

Public parking directionals– Iconic parking directional panels that can be mounted on

selected vehicular directional signs.

V5

Vehicular trailblazers– Used to mark a vehicular route or tour.

P1

Primary pedestrian directional – Located where there are more than three destinations

within walking distance.

Proposed Sign Types


P2

Pedestrian trailblazer – Single destination signs used to mark a pedestrian route such as

a walking trail. Designed in conjunction with vehicular trailblazers.

P3

River trailblazer – Single destination signs used to mark accessible landings to riverside

businesses and services.

R1

Regulation or Control signs (If Required) – These signs communicate restrictions or

information such as park regulations and restricted parking.

K1

Information Kiosk – Includes brand support elements, brochure dispensers, orientation

map, destination information and lockable cabinets for bill posts.

K2

Small kiosk/info panels – Intended for restrictive areas. Includes brand support

elements, brochure dispensers, orientation map, destination information and lockable

cabinets for bill posts.

B1

Banners – Street banners designed to enhance community town centers or gateway

areas.

Proposed Sign Types


Online Collaboration

To facilitate better team collaboration, we have created two online maps for the Project

Area. The first includes images from the photo inventory. We uploaded GPS tagged

images to Picasa with a Google map link. This map is intended to serve as a reference

when considering a wayfinding scheme. The second map, still in development, will be

shared in Phase II. It will be used to indicate proposed sign locations, team comments

and key places of interest.

The following is a link to the Picasa Russian River inventory map: Russian River Map

Online Collaboration

http://picasaweb.google.com/lh/albumMap?uname=david.jorritsma&aid=5505299969661432353&authkey=Gv1sRgCOni64Shhpu1Qw#map

Russian River Wayfinding Assessment

Design

Transcript of Russian River Wayfinding Assessment