Saratoga News

Photograph by Robert Scheer

Sasha Lunginovic, owner of Dolce Vita, shows off his "offensive" sign.

City cites restaurateur for advertising banner

Dolce Vita owner says he's being unfairly punished

By Julie Mehta

Last month, Dolce Vita owner Sasha Lunginovic had a black-and-white banner reading "2 for 1 on Tuesday" in front of his restaurant on Big Basin Way. This month, Lunginovic has a citation.

"It's ridiculous. I've been harassed so much for this banner, you can't imagine," says Lunginovic. He says the city has told him to remove the banner, approximately one foot tall by six feet wide, ever since he opened his restaurant in January 1995, but he believes he has been singled out from among other businesses with signs on the busy road.

"Neon signs are everywhere, and they're picking on me," complains Lunginovic.

After receiving several warnings to take down the banner, Lunginovic says he went to City Hall, "surrendered himself" and received a citation. He says the city attorney will now review the matter, but he is prepared to fight the issue in the courts if necessary.

"They have no business sense at all," says Lunginovic of the City Council. "We don't have enough signs. We need more. The City Council copied the Carmel sign ordinance, but Carmel is on the way to Los Angeles--everyone knows where that is--while Saratoga is on the way to Felton and Boulder Creek."

The issue of signs came to the forefront recently with the inception of Saratoga Market Days in May. The City Council reluctantly allowed Market Days organizers to post signs and balloons advertising the event, though several members expressed fears about the proliferation of signs.

The city is in the process of reviewing its policies on various types of signs and the council, at an April meeting, heard comments from citizens, most of whom were upset about too many signs.

"Store windows are beginning to look trashy. It's too much," said Councilmember Ann Marie Burger at that meeting in reference to interior neon window signs,
especially in Saratoga Village.

Chamber of Commerce director Sheila Arthur suggested that a rulebook on signs be compiled as a resource for businesses. The city is continuing to examine the issue, and there will soon be a public hearing on recommended changes to the sign ordinance.

Meanwhile, Lunginovic is left with the problem of how to advertise special events at his restaurant without the sign he has depended on since its opening. The city's community development director could not be reached to comment on his case. But former city councilmember Jack Mallory, who has advocated restrictions on signage, says not only lighted signs advertising liquor or lottery tickets, but also a banner like Lunginovic's is a matter of concern. "Once you let your standards down, it starts getting messy," he says.