ARC 2019-03-04_08b AG Shopping Center PSP Revisions
MEMORANDUM
TO: ARCHITECTURAL REVIEW COMMITTEE
FROM: MATTHEW DOWNING, PLANNING MANAGER
BY: ANDREW PEREZ, ASSISTANT PLANNER
SUBJECT: CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 18-010;
REVISION TO EXISTING PLANNED SIGN PROGRAM FOR TWO
COMMERCIAL TENANTS; LOCATION – 1237 E. GRAND AVENUE;
APPLICANT – JENNIFER DAW
DATE: MARCH 4, 2019
SUMMARY OF ACTION:
Approval of the modifications to the existing sign program for the Arroyo Grande Shopping
Center Planned Sign Program would allow additional tenant signage in the event an
existing tenant space is divided into two spaces.
IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:
None.
RECOMMENDATION:
It is recommended that the Architectural Review Committee (ARC) review the
modifications to the proposed sign program and make a recommendation to the
Community Development Director.
BACKGROUND:
The subject property is zoned Gateway Mixed Use (GMU) and commonly referred to as
the Arroyo Grande Shopping Center (Attachment 1). The 7.26 acre site is developed with
approximately 84,500 square feet of commercial space. On June 11, 2013, the City
Council adopted Resolution No 4528 approving Planned Sign Program 13-001 (the “Sign
Program”) to regulate signage for the tenant spaces within the commercial complex. The
Sign Program has undergone multiple revisions since the original approval. Most recently,
the Sign Program was modified in February 2018 to expand the amount of signage for
Building Pad E to clarify area and location of tenant signage, and clean up grammatical
errors in the document.
It is requested that the ARC review the proposed changes and give a recommendation
regarding conformance with the original intent and design of the approved Sign Program.
ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PROGRAM 18-010
MARCH 4, 2019
PAGE 2
ANALYSIS OF ISSUES:
Project Description
The property owner is exploring dividing Building Pad C into two (2) tenant spaces in
order to appeal to a wider range of potential tenants. The applicant also has a project in
the building permit plan check process to modify the existing building by adding a
matching tower element to northwest corner to reflect the existing tower element at the
northeast corner. The applicant is proposing to modify the existing Sign Program to allow
each tenant to have an equal amount of signage in the event that the building is divided
into two tenant spaces.
The existing Sign Program for a single tenant permits one (1) square foot of signage per
linear foot of the building frontage that fronts a public street (north elevation), and prohibits
any single sign from exceeding 70 square feet. The existing Sign Program requires
signage to be “located symmetrically in relation to facades and fit in with the architectural
features of the building.” The proposed sign program maintains this requirement, and the
illustration on page 26 of the sign program shows the area on the tower element where a
wall sign should be located.
The proposed modification to the sign program would allow the 92 square feet of signage
allotted for a single tenant in the existing sign program to be divided between the two
tenants, allowing each tenant a maximum of 46 square feet of signage. The provisions
for location and width would remain the same, relative to each tenant space . The
proposed project to add another tower element to the northern facade will make the
building more symmetrical and will provide an area to accommodate a wall sign for a
tenant occupying the western tenant space, while complying with the requirements of the
sign program. The most significant modification to the sign program would allow an
additional 20 square foot sign on both the east and west building elevations, but only if
the tenant space is divided into two spaces. This revision permits a maximum of three (3)
new signs, and an additional 40 square feet of sign area.
Planned Sign Program Modifications
The following changes are proposed as part of the project:
1. Page 23 – Sign Type and Number Permitted
a. Add “per each tenant”.
2. Page 24 – Allowed Square Footage
a. Add “For occupying the center tenant space”.
b. Add “Building C may also be defined into two (2) leasable tenant space. For
each leasable tenant space, the total area for each tenant’s sign shall not
exceed 1 SF for each linear foot of building frontage. The combined sign
area for all signs on a single store building shall not exceed 92 SF. The
maximum sign square footage for each tenant space shall not exceed 46
SF. Signage width should not exceed fifty (50) percent of leasable frontage
shall be proportionally centered within tenant’s lease frontage space. No
more than two (2) rows of letters allowed.
ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PROGRAM 18-010
MARCH 4, 2019
PAGE 3
3. Page 24 - Side (East or West) Building Signage
a. Should the building be occupied with two (2) leasable tenants, tenants can
place one additional wall signage on the west or east elevation of Building
C, depending on their building frontage on Grand. The building elevation
must be on the tenant’s leasable area and must be approved by the
Landlord. The maximum side building signage allowed is 20 SF (location to
be determined and approved by Landlord).
4. Page 27 – Accessory Signs
a. Add “however”.
The proposed changes are mostly minor revisions to the Sign Program. The significant
modification is the allowance for two (2) additional wall signs on the eastern and western
elevations for Building Pad C, should it be divided into two tenant spaces. The additional
three signs are justified due to the reduction in the maximum size of the tenant’s wall sign
from 70 square feet, to 46 square feet, and the additional signage will increase visibility
for the businesses.
ALTERNATIVES:
The following alternatives have been identified for the Committee’s consideration:
1. Recommend approval of the revisions;
2. Modify and recommend approval of the revisions;
3. Recommend denial of the revisions;
4. Provide direction to staff.
ADVANTAGES:
The proposed modifications to the Sign Program would provide flexibility to facilitate the
leasing of Building Pad C, and provide greater visibility for potential tenants to motorists
passing on E. Grand Avenue.
DISADVANTAGES:
None.
ENVIRONMENTAL REVIEW
The project has been reviewed in compliance with the California Environmental Quality
Act (CEQA), the State CEQA Guidelines, and has been determined to be categorically
exempt pursuant to Sections 15301 (e)2) of the CEQA Guidelines regarding existing
facilities.
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. No comments have been received.
ATTACHMENTS
1. Location Map
2. Arroyo Grande Shopping Center - Revised Sign Program pgs 23-27
ATTACHMENT 1