ESCONDIDO, Calif. -- The idea of signs, banners and balloons is to grab a consumer's attention.

"If you have a huge sign, people see it and want to know what it is," said Gurmeet Jawanda of Witt Lincoln Mercury.

The Escondido City Council overruled the Planning Commission, allowing three car dealerships outside the auto park to increase its signs from 72 feet to 100 feet and not limit the display to only 60 days a year.

The council also allowed rooftop balloons to be displayed 40 days a year, up from 14 days.

It is a matter of leveling the playing field for all auto dealerships.

"It really helps us because at least we can show some people (our inventory) driving by the signs. Because so many people in town who just drive by and don't even know that we are here … so, I'm very glad that it happened," said Jawanda.

If more customers enter the lot, chances are there will be more sales. More sales mean more sales tax for the city.

In this current economic environment, many auto dealerships generate millions of dollars for the city, which is why they are exempt from the signage regulations that dictate Escondido's other businesses.

"I think were going to change that big sign and add up some used car certified signs," said Jawanda.

Then, it's up to the salesmen to make the sale.

Critics said that by exempting the car dealerships from city sign regulations, the council is bending the rules just for them.

However, city officials said they don't want a sea of banners and balloons in the business district.