HomeMy WebLinkAboutAGENDA REPORT 1999 0217 CC REG ITEM 12BTO:
FROM:
DATE:
CITY OF MOORPARK
AGENDA REPORT
Honorable City Council
Deborah S. Traffenstedt, City Clerk
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CITY OF MOORPARK, CALIFORNIA
City Council Meeting
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February 9, 1999 (CC Meeting of 2/17/99)
SUBJECT: CONSIDER ORDINANCE NO. 252, AN ORDINANCE OF THE CITY OF
MOORPARK, CALIFORNIA, ADDING CHAPTER 8.60, ALCOHOL
ADVERTISING PROHIBITED IN CERTAIN AREAS OF THE CITY, TO
TITLE 8 OF THE MOORPARK MUNICIPAL CODE
BACKGROUND
Ordinance No. 252 was introduced for first reading at the City
Council's February 3, 1999 meeting.
The Director of Community Development has determined that Ordinance
No. 252 is exempt from the California Environmental Quality Act
(CEQA) based on Section 15061(b)(3) of the CEQA Guidelines.
Ordinance No. 252 was determined to not have the potential to cause
a significant effect on the environment.
STAFF RECOMMENDATION
Waive full reading and declare Ordinance No. 252 read for the
second time and adopted as read.
Attachment: Ordinance No. 252
000333
ORDINANCE NO. 252
AN ORDINANCE OF THE CITY OF MOORPARK,
CALIFORNIA, ADDING CHAPTER 8.60,
ALCOHOL ADVERTISING PROHIBITED IN
CERTAIN AREAS OF THE CITY, TO TITLE 8
OF THE MOORPARK MUNICIPAL CODE
WHEREAS, alcohol consumption contributes to more
than 100,000 deaths annually, and is the third leading
cause of preventable mortality in the United States; and
WHEREAS, alcohol is the leading cause of death among
adolescents in the United States; and
WHEREAS, according to a recent advertising agency
study, children between the ages of 6 and 17 identify
Budweiser's cartoon advertising as their favorite
advertisement copy; and
WHEREAS, 60 percent of high school students begin
drinking when they are in the ninth grade or earlier; and
WHEREAS, more than 50 percent of junior high and
senior high school students report consuming hard liquor;
and
WHEREAS, according to the United States Department of
Health and Human Services, junior and high school students
consume 1.1 billion beers annually; 35 percent of wine
coolers are consumer by drinkers under the age of 21 years;
and
WHEREAS, adolescents who begin drinking before the age
of 15 are four times more likely to develop alcoholism than
those that begin drinking at age 21; and
WHEREAS, college students with grade point averages of
D or F drink three times as much as those students who earn
A grades; and
WHEREAS, alcohol is a factor in approximately 40
percent of all traffic deaths; and
WHEREAS, more than 16,000 Americans die each year from
alcohol related traffic collisions; and
000,334
Ordinance No. 252
Page 2
WHEREAS, according to the California Highway Patrol,
1,100 Californians died and 31,189 were injured as a result
of alcohol related traffic collisions in 1997; and
WHEREAS, according to the California Highway Patrol,
17 Ventura County residents died and 680 were injured as a
result of alcohol related traffic collisions in 1997; and
WHEREAS, alcohol is a factor in more than 60 percent
of all domestic violence incidents, 20 to 60 percent of all
child abuse cases, and 30 to 70 percent of all child sexual
molestation incidents; and
WHEREAS, as much as 40 percent of all Americans
occupying non - maternity and intensive care hospital bed
space are being treated for complications related to
alcohol consumption; and
WHEREAS, 20 percent of Medicaid funds spent on
hospital care is attributable to alcohol and other drug
use; and
WHEREAS, alcohol consumption during pregnancy is the
leading cause of birth defects.
NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF
MOORPARK DOES ORDAIN AS FOLLOWS:
SECTION 1. Title 8 of the Moorpark Municipal Code is
hereby amended by adding Chapter 8.60 to read as follows:
"ALCOHOL ADVERTISING PROHIBITED IN
CERTAIN AREAS OF THE CITY
Sections:
8.60.010 Purpose.
8.60.020 Definitions.
8.60.030 Applicability of provisions.
8.60.010 Purpose.
A. It is unlawful for any person under the age of 21
years to obtain, possess, or control any alcoholic beverage
in the State of California, and it is unlawful for any
licensee authorized to sell such products to furnish any
alcoholic beverage to any person under the age of 21 years.
000335
Ordinance No. 252
Page 3
B. The City Council has reviewed statistics
prepared by other jurisdictions regarding the
potential harmful effects on persons under the age of
21 years of outdoor advertising for alcoholic
beverages.
C. Certain studies reveal that outdoor
advertisements are a unique and distinguishable medium
of advertising which subjects the general public to
involuntary and unavoidable forms of solicitation.
D. Courts have recognized the positive
relationship between advertising and consumption
regarding a variety of goods and services.
E. Courts have also recognized that children
are exposed to outdoor advertisement on a regular
basis simply by walking to and from school and playing
in their neighborhood, and there exists no practical
means of parental monitoring or limiting exposure to
these public advertisements.
F. Certain studies have also revealed that the
attitude of children toward alcohol is significantly
influenced by their exposure to alcoholic beverage
advertisements.
G. Certain studies have also revealed an
association between juvenile alcohol use and juvenile
crime, between juvenile alcohol use and suicide, and
between juvenile alcohol use and accidents.
H. The restrictions contained in this ordinance
will not unduly burden the legitimate business
activities of persons licensed to sell alcoholic
beverages on a retail basis, nor prevent adults from
obtaining information needed to make lawful purchases.
I. By adopting this ordinance, the City Council
intends to narrowly focus its efforts on those
advertisements, which most directly affect minors
where they live, attend school and engage in
recreational and social activities while protecting
legitimate business activities.
000336
Ordinance No. 252
Page 4
J. The placement of outdoor advertisements for
alcohol beverages where minors live, attend school and
engage in recreational and social activities is
injurious to the public health, safety, and welfare of
the community.
K. The adoption of this ordinance is necessary
to protect the health, safety, and welfare of the
community.
8.60.020 Definitions.
The following words and phrases, whenever used in this
chapter, shall be construed as defined in this section:
`Alcoholic beverage' shall mean any beverage in liquid
form that contains not less than one -half of one percent
alcohol by volume and is intended for human consumption.
`Child Care Center' shall mean a facility, other than
a family day care home, in which less than 24- hour - per -day
non - medical care and supervision is provided for children
in a group setting as defined and licensed under the
regulations of the State of California. For purposes of
this chapter, `child care center' shall not include such a
facility when it is appurtenant and clearly subordinate to
a commercial or industrial facility or activity,
established on the same lot or parcel, and operated
exclusively for the children of the employees of the
commercial or industrial activity.
`Church' shall mean a development maintained and used
exclusively for religious worship, including customary
incidental educational and social activities in conjunction
therewith.
`Outdoor Advertising Sign' shall mean any sign which
is located off -site, with a single square footage greater
than seventy -five (75) square feet or a double -sided sign
with more than one hundred fifty (150) square feet.
`Park' shall mean any park, playground, or grounds
under the control, direction, or management of a public
entity, whether such use is within or outside the municipal
boundaries of the city.
00®3�7
Ordinance No. 252
Page 5
`Recreational Facility' shall mean any recreational
facility under the control, direction, or management of a
public agency, whether such use is within or outside the
municipal boundaries of the city.
`School' shall include any elementary, secondary,
junior or senior high school, public or private, attendance
at which satisfies the compulsory education laws of the
State of California, whether such use is within or outside
the municipal boundaries of the city.
`Youth Center' shall mean any designated indoor or
outdoor private or parochial facility, other than a
residence or multiple dwelling unit, which offers programs,
activities, or services, for persons who have not yet
reached the age of eighteen, including, but not limited to,
community -based programs, after - school programs, weekend
programs, violence prevention programs, substance abuse
prevention programs, individual or group counseling, case
management, remedial, tutorial and other educational
assistance or enrichment, music, art, dance, other
recreational or cultural activities, physical fitness
activities and sports programs.
8.60.030 Applicability of provisions.
A. No person shall place or cause to be placed any
advertisement for alcoholic beverages on any outdoor
advertising sign within a residential or agricultural zone,
or within 1,500 feet of any school, park, playground,
recreational facility, youth center, child care center,
entertainment park, or church.
B. Nothing in this
posting of advertisements
use of alcoholic beverages.
subsection shall prohibit the
that specifically discourage the
C. The distances specified in this subsection shall
be measured in a straight line, without regard to
intervening structures, from the nearest point of the
outdoor advertising sign to the nearest property line of a
use or zone listed above."
SECTION 2. If any section, subsection, sentence,
clause, phrase, part of portion of this Ordinance is for
any reason held to be invalid or unconstitutional by any
court of competent jurisdiction, such decision shall not
000338
Ordinance No. 252
Page 6
affect the validity of the remaining portions of this
Ordinance. The City Council declares that it would have
adopted this Ordinance and each section, subsection,
sentence, clause, phrase, part or portion thereof,
irrespective of the fact that any one or more section,
subsections, sentences, clauses, phrases, parts or portions
be declared invalid or unconstitutional.
SECTION 3. This Ordinance shall become effective
thirty (30) days after its passage and adoption.
SECTION 4. The City Clerk shall certify to the
passage and adoption of this Ordinance; shall enter the
same in the book of original ordinances of said City; shall
make a minute of the passage and adoption thereof in the
records of the proceedings of the City Council at which the
same is passed and adopted; and shall, within fifteen (15)
days after the passage and adoption thereof, cause the same
to be published once in the Moorpark Star, a weekly
newspaper of general circulation, as defined in Section
6008 of the Government Code, for the City of Moorpark, and
which is hereby designated for that purpose.
PASSED AND ADOPTED this 3rd day of February, 1999.
Patrick Hunter, Mayor
ATTEST:
Deborah S. Traffenstedt, City Clerk
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