The three proposed monument designs — the "ring of Goleta" at the top, "the wayfinder," bottom left, and "the beacon" — draw from Goleta's character and Chumash history.
The three proposed monument designs — the "ring of Goleta" at the top, "the wayfinder," bottom left, and "the beacon" — draw from Goleta's character and Chumash history. Credit: City of Goleta and Dewberry Engineers photos

Another “Welcome to Goleta” sign is proposed for Old Town, this time as a large monument in the middle of a Hollister Avenue roundabout.

The Goleta Design Review Board considered three conceptual designs for the monument on Tuesday, drawing mixed reviews from the board and the community.

There was no formal vote, but most board members appeared to prefer the “ring of Goleta” design, which features two interlocking rings, for visibility reasons.

However, many members criticized the project and even questioned whether the project was necessary.

The monument, part of Goleta’s Project Connect, would sit at the eastern roundabout at the intersection of Hollister Avenue and Ward Drive, near a large-scale mural that welcomes motorists into the city.

“The intent of the monument is to create a meaningful landmark that reflects the city’s history, environment and community identity,” city project manager Melissa Angeles said.

The monument also carries a hefty price tag, with the most expensive option estimated at $1.3 million and the cheapest at $400,000, according to the city staff report.

Jose Silva, project manager at Dewberry Engineers, said the costs are “very general” and include construction, materials and lighting. 

Ji Qu, left, and Jose Silva from Dewberry Engineers present the three conceptual designs for a "Welcome to Goleta" monument in Old Town before the city's Design Review Board on Tuesday.
Ji Qu, left, and Jose Silva from Dewberry Engineers present the three conceptual designs for a “Welcome to Goleta” monument in Old Town before the city’s Design Review Board on Tuesday. Credit: Pricila Flores / Noozhawk photo

Three Conceptual Designs

The “ring of Goleta” design’s interlocking circles represent the ocean tides and the Chumash tradition of basket weaving. A monarch butterfly is featured on top of the rings to represent the city’s importance as their habitat.

The proposed design is estimated to cost between $600,000 and $850,000, according to the city staff report.

“The wayfinder” design was the second option and was described as “classic billboard style.” It draws inspiration from the region’s maritime history and Chumash history. The design has a sculpted tomol, a canoe traditionally used by the Chumash. A monarch butterfly is also present, similar to the ring of Goleta design.

There are three variations of the wayfinder design that incorporate a curve or wave feature, according to the city staff report. That concept is estimated to cost $400,000.

Board member James van Order called the wayfinder design “uninspiring” and said it looked like a sign that could be found in any other city.

In more than two dozen letters submitted to the board, the ring and wayfinder designs were the most popular among residents who cast a vote.

The third option, “the beacon,” incorporates traditional Chumash feather posts in the vertical monument design. A monarch butterfly also would sit atop the monument. That option was expected to cost more than $1 million, eliciting a small shocked reaction from some of the board members. 

Board member Martha Degasis described the beacon design as a “failed Las Vegas” concept, while others compared it to a sports trophy.

Project Sparks Visibility Concerns

Board members and residents also voiced traffic safety concerns over the proposed project. Supporters urged that the design prioritize safety. 

“I don’t know if we really need any of these (monuments),” Degasis said. “I want to drive through and not hit anybody.”

Similarly, board member Cecilia Brown said beautifying the roundabouts was “the last thing we need to think about.”

Bob Wignot, a 46-year-old Goleta resident, also called the monument unnecessary. 

“As a taxpayer, I am stunned at the thought of the city paying upwards of $400,000 to put this signage in a traffic circle,” he said.

Board member Dennis Whelan said he’s worked with roundabouts for 30 years and “never ever” put anything in a roundabout that could distract someone from navigating it. 

“I am all for improving Old Town and delineating it and knowing when you’re in it and when you are not. I would challenge the thought (that) being in a roundabout is not being in Old Town,” he added.

However, not all board members felt the same. Board members Tamesha Schumacher and Scott Branch supported the large-scale project.

“I actually love that it goes right into Old Town, and then you see that beautiful mural right there on the right,” Schumacher said. “You feel like you arrived somewhere.”

The final design and implementation will be brought to the City Council for review, and approval will depend on funding availability, according to Angeles, the project manager.

“Maybe by the time this is finally decided and built, people will be a little bit more comfortable with that area and driving around there,” Schumacher said.

Pricila Flores is a Noozhawk staff writer and California Local News Fellow. She can be reached at pflores@noozhawk.com.