Creating a signage and branding strategy in the CRA has been a long-term goal. The adopted 2023 CRA Plan proposed to generally designate the areas along Federal Highway from Old Griffin Road to SE 5th Street as an Arts & Entertainment District.
Goal 5 of the adopted 2009 CRA Plan states, “Pursue an active marketing and public information approach to implementation of the CRA Redevelopment Plan. Goal 5.g recommended a long-term implementation strategy to “Develop a signage program”;
The adopted 2023 CRA Plan states, “One potential opportunity that could further enhance the Federal Highway corridor is the installation of lighted signal improvements in key locations. This improvement would not only improve safety and convenience but also provide a visually appealing feature that adds definition to the Dania Beach Downtown Sub Area and reinforces the special character of the Arts & Entertainment District.” A recommended Project/Action stated in the Plan includes Federal Highway Public Realm Enhancements - Evaluate and complete a preliminary design for FDOT review of placemaking sign elements and wayfinding signage in the City Center and Arts, Entertainment & Innovation District limits.
On June 13, 2023, the CRA Board approved a Work Order for Calvin, Giordano & Associates, Inc. to provide professional services to develop a branding strategy for the Arts and Entertainment District. The objective of their scope of work was to develop a comprehensive branding strategy for the Arts and Entertainment District, including signage, wayfinding elements, and decorative components on mast arms. The branding strategy should reflect the unique character, identity, and cultural significance of the district while enhancing its visual appeal and improving visitor experience. Since the original contract, the scope of work was expanded to develop the wayfinding signage citywide.
Calvin, Giordano & Associates, Inc. Wayfinding Signage Presentation (August 18, 2024)
