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City plans another $65K for signage

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The city of Roswell is ready to start another phase of developing directional signage. The focus would be public parking areas, bus transportation and “signature” venues. (Lisa Dunlap Photo)

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City of Roswell employees are planning to spend $65,000 to continue city efforts to develop additional “wayfinding” signage to direct people to frequently visited services, areas and attractions.

A pending agreement between the city and an Albuquerque architectural and design firm that goes by the name Groundwork Studio received preliminary approval during a Thursday meeting of the Roswell City Council Legal Committee.

Councilors Jason Perry, Judy Stubbs, George Peterson and Barry Foster recommended the item for consideration by the entire City Council. It is scheduled to meet Feb. 11.

Director of Public Affairs Juanita Jennings said that the governing body already had approved the request for proposals and the awarding of a contract, but she also wanted its authority to proceed with the legal agreement because the amount is more than $60,000.

She also said that the entire scope of work is expected to take several fiscal years.

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“Due to where our current budget is and not to ask the Council for additional resources, that is the why it is built in that way,” Jennings said, explaining that the current agreement is for one year with the ability to exercise an option to extend it an additional year.

The money will come from the Public Affairs budget, as well as lodgers’ tax funds, according to city documents.

Jennings said that Groundwork Studio is expected to build on existing wayfinding plans that had been developed over about four years and that culminated in some new signage that was installed along Main Street this year.

Then it will develop new directional signs for public parking areas, bus transportation and the city’s “signatures assets” of the Spring River Zoo on East College Boulevard, the Cielo Grande Recreation Area on West College Boulevard and the Roswell Museum and Art Center on North Richardson Avenue.

According to the draft agreement, Groundwork Studio eventually will present up to seven design concepts for different types of directional signs and, after that, will oversee the creation and installation of about 80 signs.

Perry asked if proposed designs would be shared with city councilors, and Jennings agreed that she would be willing to share concepts.

She also said that she expects to have cost estimates for the 80 signs by May, with the funding for those to be built into the 2021-22 fiscal budget.

Senior Writer Lisa Dunlap can be reached at 575-622-7710, ext. 351, or at reporter02@rdrnews.com.

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Lisa Dunlap is a general assignment reporter for the Roswell Daily Record.