ARC 2018-07-16_08a The Agrarian Hotel 325 E Branch Street
MEMORANDUM
TO: ARCHITECTURAL REVIEW COMMITTEE
FROM: MATTHEW DOWNING, PLANNING MANAGER
SUBJECT: CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 18-005; ONE
(1) NEW WALL SIGN AND ONE (1) NEW GROUND SIGN FOR A NEW
HOTEL; LOCATION – 325 E. BRANCH STREET; APPLICANT – SRK
HOTELS, INC.; REPRESENTATIVE – AVILA SIGN & DESIGN
DATE: JULY 16, 2018
SUMMARY OF ACTION:
Recommendation for future action by the Community Development Director will result in
signage for a new hotel currently under construction in the Village.
IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:
None.
RECOMMENDATION:
It is recommended the Architectural Review Committee (ARC) review the proposed
signage and make a recommendation to the Community Development Director.
BACKGROUND:
On February 16, 2016, the Planning Commission adopted Resolution No. 16-2244,
approving the construction of a 54-room boutique hotel at the subject property of 325 E.
Branch Street (Attachment 1). The subject property is dual zoned Village Core Downtown
(VCD) and Village Mixed Use (VMU), is located in the D-2.4 Historic Character Overlay
District, and signage requires review by the ARC for compliance with the Design
Guidelines and Standards for Historic Districts (the “Design Guidelines”) (Attachment 2).
ANALYSIS OF ISSUES:
Project Description
The applicant proposes to install two (2) new signs for the new hotel, including one (1)
new wall sign and one (1) new, dual sided ground sign . The design and materials of the
signs are as follows:
Wall Sign
Materials: High Density Urethane foam
Copper leaf
Colors: Background: Aurora Brown
Main lettering: Roycroft Suede with Muddled Basil trim
Accent: Downing Sand
ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 18-005
JULY 16, 2018
PAGE 2
Tree: Copper leaf with clear finish
Message: The Agrarian Hotel
Size: 14’ x 4’ (56 square feet)
Number: 1 wall sign
Illumination: Downcast pin lighting
Location: West facing elevation of the easternmost building projection
Ground Sign
Materials: High Density Urethane foam
Copper leaf
Stone base to match hotel
Colors: Background: Aurora Brown
Main lettering: Roycroft Suede with Muddled Basil trim
Accent: Downing Sand
Tree: Copper leaf with clear finish
Message: The Agrarian Hotel
Size: 4’ 11” x 6’ (Approximately 30 square feet)
Number: 1 ground sign
Illumination: Up-cast landscape lighting
Location: Landscaping at the east side of the eastern driveway entrance
In accordance with the Arroyo Grande Municipal Code (AGMC), the property is allowed
one (1) ground sign and one (1) wall sign. With a building frontage of 132 feet, the property
would be permitted up to 178.5 square feet of signage. At eighty-six (86’) square feet, the
proposed signage meets all development standards of the AGMC. In accordance with
AGMC Subsection 16.60.030.A.2.a., a “V-type” sign is regarded as a single sign so long
as the two sides are separated by no more than three feet (3’). This may require slight
modification of the sign angle, but appears achievable to meet code requirements.
The proposed sign’s colors and materials meet the requirements of the Design
Guidelines, which call for metal or wooden signage. The High Density Urethane is a
common product used in Village signs as it ca n be routed to look dimensional. The
proposed sign illumination meets the illumination requirements of the Design Guidelines.
The Design Guidelines state that wall signs shall be located near the entry to the building
to better relate to pedestrian traffic. In this instance, the wall sign is located on the western
facing wall of the eastern most building extension, which is the opposite site of the building
from the entrance. While this location is supported due to site access limitations, the need
to provide advanced noticed to motorists, and because the building is set back from the
street due to the flood plain, staff requests the ARC consider this item and specifically
make a recommendation regarding the wall sign’s location .
ADVANTAGES:
The proposed signage meets the requirements of the Village Design Guidelines and the
Arroyo Grande Municipal Code, the detailing will complement the character of the Village,
and the signage will provide branding of a new boutique hotel in the Village .
ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 18-005
JULY 16, 2018
PAGE 3
DISADVANTAGES:
None identified.
ENVIRONMENTAL REVIEW:
The project was reviewed in accordance with the California Environmental Quality Act
(CEQA) and determined to be categorically exempt per Section 15 311(a) of the
Guidelines regarding new construction of an on premise sign.
PUBLIC NOTIFICATION AND COMMENTS:
The Agenda was posted at City Hall and on the City’s website in accordance with
Government Code Section 54954.2.
ATTACHMENTS:
1. Project vicinity map
2. Design Guidelines pages 36-38
3. Project Plans
ATTACHMENT 1
PROJECT SITE
C ITY OF A RROYO G RANDE GUIDELINES & S TANDARDS FOR H ISTORIC D ISTRICTS
Signs, Awnings and Rear
Entries
SIGNS
General
1.Signs shall meet all requirements of the
Development Code, and the provisions
of these Guidelines and Standards for
the district in which it is located. If a
conflict arises between the Development
Code and these Guidelines and
Standards, the most restrictive
requirements shall apply.
2.All signs, except Community
Development Director approved
window signs, shall be subject to review
by the Architectural Review Committee
(ARC).
3.Signs shall be oriented to pedestrians
and slow moving vehicle traffic. This
means that signs shall be smaller and on
more of a human scale than signs in
other commercial districts.
4.Painted wall signs are not appropriate on
facades of unpainted brick or stone.
Signs painted directly on unpainted or
unfinished walls are not appropriate for
the Village Core Downtown and Mixed
Use districts. Wall signs painted on
finished wood and/or painted brick,
stone or stucco surfaces are allowed
subject to ARC recommendation.
Removing or altering painted signs can
cause damage to the surface material.
Size
1.Signs shall not completely cover kick
plates or window transoms.
2.All signage is included in the sign area
allowed in the Development Code. This
includes window and awning signs,
logos and graphic representations that
identify the business, product sold, or
service offered.
3.Window signs shall not exceed twenty
percent (20%) of the window area in
which they appear.
4.Sign materials and lettering styles shall
be consistent with the historic period.
Location
1.Signs shall be located in relation to the
bays on the façade. Signs shall not
36
ATTACHMENT 2
C ITY OF A RROYO G RANDE GUIDELINES & S TANDARDS FOR H ISTORIC D ISTRICTS
obscure architectural features of the
building.
2. Wall signs shall be located near the
entry to the building to better relate to
pedestrian traffic.
3. Window and door signs shall be applied
where they will not obstruct visibility.
4. Signs on awnings or canopies shall be
placed where pedestrians can see them.
Under-canopy signs are encouraged in
the Village Core Downtown District to
enhance pedestrian orientation, and shall
be counted as part of the total allowable
sign area.
Materials
1. Signs shall be built of wood, metal or
other materials that simulate the
appearance of wood or metal.
2. The use of wood-simulating recycled
plastic material is subject to
Architectural Review Committee (ARC)
approval.
3. High gloss, shiny or reflective surfaces
may be used as accents, but shall not be
used as the predominant sign material.
4. Signs may use raised images or painted
images in their design.
5. Sign materials shall complement the
building material, and shall be in
keeping with the historic character of
the Village.
6. Signs painted on a signboard or other
thin material shall be framed on all sides
to provide depth and a finished look to
the sign. Sign frames shall include
carved or routed details or otherwise be
designed to complement the
architectural design of the building or
district.
7. Interior lit and metal canister, plastic
and vacuum-formed letters or sign faces
are not permitted unless specifically
recommended by the Architectural
Review Committee (ARC).
Colors
1. Sign colors shall complement the
building color scheme.
2. Bright, intense colors are inappropriate
including the use of fluorescent, “neon”
or “day-glo” colors on signs.
3. All applications for sign permits shall
include a sample of the intended color
palette.
37
C ITY OF A RROYO G RANDE GUIDELINES & S TANDARDS FOR H ISTORIC D ISTRICTS
Sign Illumination
1. Signs may be externally illuminated
with incandescent lights, or other
lighting that does not produce glare and
is designed to conserve energy.
2. Wall, canopy, or projecting signs may
be illuminated from concealed sources
or exposed ornamental fixtures that
complement the building’s architecture.
3. Window signs and window displays
may be illuminated from concealed
sources.
4. Neon tubing signs that approximate the
appearance of historic neon are subject
to approval of the Architectural Review
Committee. All neon tubing shall be
covered with transparent or translucent
material to prevent rupture or shall be
certified by the manufacturer for safety.
AWNINGS AND CANOPIES
1. Under-awning or under-canopy signs
oriented to pedestrian traffic are
encouraged as part of the overall
signage in the Village Core Downtown
and Mixed Use districts.
2. All graphics, logos, and signs contained
on awnings or canopies shall be
considered part of the total allowed sign
area as defined in the Development
Code.
3. Awning or canopy color and design
should be compatible with that of the
building on which it is attached and
complement those of adjacent buildings,
both in style and color.
4. Canopies and awnings shall be
consistent with the historic period in
regard to size, shape, and materials.
Aluminum, fiberglass and plastic
awnings or canopies are not appropriate.
The use of loose valances and traditional
vintage-stripped awning material is
encouraged. Canopies and awnings
consisting of materials stretched taut
over a rigid framework are not
appropriate.
REAR ENTRIES
1. Rear entries are traditionally plain and
unadorned. Common materials include
brick, stone, boards and battens and
wood siding, and these are acceptable
for new construction or renovation.
38
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481SIGN .COM / 481 -SIGN
NOTES:
the Agrorion Hotel/ Woll sign
6-19-2018
RECEIVED
I -JUN 2 2 2018 -•-
COMMUNITY DEVELOPMENT
CITY OF ARROYO GRANDE
All artwork and images used on this presentation are
the exclusive property of Avila Sign & Design. All rights reserved.
Any other use of these artwork images. without the expressed
written consent of Avila Sign & Design. is strictly prohibited.
ATTACHMENT 3
the ,.
DI -~ \ I .~ --·r ! -:a::~J I •r , ---•1; -a·<:-J ··n r-._1 :---~-'
, ' Y---,_ \,,_ I . ,____ ~ : ' , < _ I . ' • _ j _ _ _ _ I >,
"-~~... · ----_ --HOTEL
• High Density Urethane Panel / Hand & machine carved.
• Agrarian letters: Applique (inlayed).
• Finish coat: 100% acrylic paint.
• Oak tree: Copper leaf w/ transparent color tints (automotive clear finish).
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481SIGN.COM / 481-SIGN
NOTES:
the Agrarian Hotel / Wall sign
6-19-2018
SW 2822 Downing Sand
SW 7745 Muddled Basil
€I SW 2842 Roycroft Suede
• SW 2837 Aurora Brown
All artwork and images used on this presentation are
the exclusive property of Avila Sign & Design. All rights reserved.
Any other use of these artwork images, without the expressed
written consent of Avila Sign & Design, is stric tly prohibited.
SIDE VIEW
3 " Coated deck screws
-✓
-Sign Face -
-
481SIGN .COM / 481-SIGN
~ Package
---------------14 ft 0.00 in ---------------
r
48.00 in
L
I
42.00 in
L
the Agrarian Hotel
6-19-2018
Sign frame
(insert/holder)
------------11 ft 6.00 in ------------
~-:.:~~.~:
Sign face
All artwork and images used on this presentat ion are
the exclusive property of Avila Sign & Design. All rights reserved.
Any other use of these artwork images. without the expressed
written consent of Avila Sign & Design, is stric tly prohibited.
,0-----------------ft---------------
40.00 in
59.00 in
• High Density Urethane Panel/ Hand & machine carved.
• Agrarian letters: Applique (inlayed).
• Finish coat: 100% acrylic paint.
• Oak tree: Copper leaf w/ transparent color tints (automotive clear finish).
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NOTES: 6-21-2018
Agrarian Hotel Monument Sign
481SIGN.COM / 481-SIGN
SW 2822 Downing Sand
SW 7745 Muddled Basil
•: SW 2842 Roycroft Suede
SW 2837 Aurora Brown
All artwork and images used on this presentat ion are
the exclusive property of Avila Sign & Design. All rights reserved.
Any other use of these artwork images. without the expressed
written consent of Avila Sign & Design, is strictly prohibited.
20.00~ <
Flagp~
84.00 in
96.00 in / 96.00 in
NOTES:
481SIGN .COM / 481 -SIGN
6-21-2018
Agrarian Hotel Monument Sign
Concrete Base /footing
6"x 6" post
Concrete / stone (veneer)
base / footings.
Sign installed with
Simpson brackets
(6"x6")
All artwork and images used on this presentation ore
the exclusive property of Avila Sign & Design. All rights reserved.
Any other use of these artwork images, without the expressed
written consent of Avila Sign & Design, Is strictly prohibited.
The clarifications, corrections, modifications and/or changes made on this document shall be included in the construction drawings, specifications, and other contract documents for the above named project. This document does not relieve the Contractor of complying with the requirements of the construction documents or of the responsibilities listed below. The Contractor is solely responsible for, but not limited to, the following: confirming all quantities and dimensions, fabrication processes and techniques of construction, coordination of work with all trades, and performing all work in a safe and satisfactory manner. This document shall be considered by the Contractor for bidding and construction, however this document is not an approval and does not authorize changes in Contract Sum or Construction Schedule. All changes shall be approved by the Owner. -!-I~ : 4 =· 0 Steven Puglisi ARCHITECTS INC 569 Higuera Street Suite A San Luis Obispo CA93401 Ph: 805 .595 .1962 Fx: 805.595.1980 0 ~ r-I / Branch St. Hotel 325 E. Branch St. Title: Monument Sign Location Date: 18-0620 Sht N2 Scale: 1"=201-0" MS Drawn By: m.dammeyer Sheet 1 of 1
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