ARC 2019-08-19_8c Branch Street Deli Signs
MEMORANDUM
TO: ARCHITECTURAL REVIEW COMMITTEE
FROM: MATTHEW DOWNING, PLANNING MANAGER
BY: ANDREW PEREZ, ASSISTANT PLANNER
SUBJECT: CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-009; ONE
(1) NEW WALL SIGN AND REPLACEMENT OF ONE (1) EXISTING
CANOP Y SIGN FOR AN EXISTING BUSINESS; LOCATION – 203 E.
BRANCH STREET; APPLICANT – BRANCH STREET DELI;
REPRESENTATIVE – ROBIN McDONALD
DATE: AUGUST 19, 2019
SUMMARY OF ACTION:
Recommendation for future action by the Community Development Director will result in
new signage for an existing business in the Historic Character Overlay District (D-2.4)
IMPACT ON FINANCIAL AND PERSONNEL RESOURCES:
None.
RECOMMENDATION:
It is recommended the Architectural Review Committee (ARC) review the proposed sign
plans and make a recommendation to the Community Development Director.
BACKGROUND:
The subject property is zoned Village Mixed-Use (VMU), is located in the D-2.4 Historic
Character Overlay District (Attachment 1), and requires review by the ARC for
compliance with the Design Guidelines and Standards for the Historic Character
Overlay District (Design Guidelines) (Attachment 2). Existing signage for this business
consists of a canopy sign and a wall sign on the eastern wall, both of which were
permitted in 1997.
ANAL YSIS OF ISSUES:
Project Description
The applicant is proposing to replace one (1) existing canopy sign, install one (1) new
wall sign, one (1) new accessory sign, and three (3) new ribbon-style window signs. An
existing wall sign on the eastern facade of the building was permitted in 1997, and is
proposed to remain. The proposed signage is subject to the regulation of the Design
Guidelines, which state the preferred materials for sign construction are wood, metal, or
a simulation of these materials. The wall sign is proposed to consist of high density
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ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-009
AUGUST 19, 2019
PAGE 2
urethane (HDU) letters on a hand carved backing mounted on the existing brick wall
above the new canopy, but below the top of the building. The existing canopy is
proposed to be removed and replaced with a new green canvas canopy. The proposed
canopy will comply with the Municipal Code by having a clearance of greater than seven
(7) from ground level and projecting less than six (6) feet over the right of way. Paint
and material samples will be available for review at the meeting. The design and
materials for the signs are as follows:
Wall Sign
Materials: 2” thick HDU (high density urethane) lettering
Colors: Main lettering: Dark red
Trim: Brown and green
Decorative elements: Green, red, and blue
Message: Branch Street
Size: 16’-8” x 1’-9” (28.5 square feet)
Location: Centered on southern elevation, above the proposed canopy
Illumination: None
Canopy Sign
Materials: Canvas
Colors: Canopy color: Green
Lettering: Off-white
Message: Great Food and Live Music
Size: 12’ x 8” (8 square feet)
Location: Southern elevation with 8.5 feet of clearance.
Illumination: None
Window Sign
Materials: Vinyl ribbon
Colors: Lettering: White
Base and symbols: Various earth tones
Message: Music, Beers of Tap, Local Wines
Size: 12’ x 10” (10 square feet)
Location: Base of street-facing windows
Illumination: None
Accessory Sign
Materials: ¾” PVC panel with cork board overlay
Colors: Red trim with beige base
Restaurant logo: same as proposed wall sign
Main Lettering: Black
Message: Great Food and Live Music
Branch Street
Appearing Soon!
Size: 3’-8” x 2’8” (9.5 square feet)
Item 8.c - Page 2
ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-009
AUGUST 19, 2019
PAGE 3
Location: At E. Branch Street entrance
Illumination: None
The proposed signs meet the specific regulations for business identification signs
identified in Table 16.60.040-A of the Municipal Code. The Municipal Code allows one
(1) projecting sign and one (1) wall sign. The window signs are exempt from permit
requirements because the signs are not greater than twenty (20) percent of the window
area, no sign is greater than 24 square feet, and the signage is limited to street facing
windows. The sign near the entrance to the deli is considered an accessory sign, which
is defined as a sign that advertises products sold or services provided on the premises
and does not count towards the permitted signage if it is restricted to ten (10) percent of
less of the wall in which it is located. For the purposes of determining the percentage of
the wall area occupied by the accessory sign, the area of the entire front façade was
used, rather than the alcove wall in which the sign is located, as this would result in a
sign that is too small to serve the purpose of removing clutter from the street-facing
windows.
The Municipal Code states that the allocation of sign area for a business shall not
exceed 2 square feet of sign area per linear foot of building frontage for the first 25 feet
of building frontage, then 1½ square feet of sign area for each linear foot of building
frontage thereafter. The Municipal Code defines building frontage as the side of the
building that contains the main pedestrian entrance that is adjacent to the most
prominent street or parking area, which in this case is E. Branch Street. The building
width of the subject building is 26 feet, therefore the maximum sign area allowed is 51.5
square feet. It is also important to note that although the restaurant occupies an area
that is approximately 60 feet wide, including the patio area, the Municipal Code does not
allow for an increase in the amount of sign area for tenants that occupy areas beyond
their building frontage, such as outdoor dining areas.
The combined area of the existing 12.5 square foot wall sign on the eastern façade of
the building and the proposed wall sign, canopy sign, window signs, and accessory sign
is 68 square feet. As previously mentioned, accessory and window signs normally do
not count towards the maximum sign area, but signage for businesses in the Village is
unique in that the Design Guidelines require all signage to be included in the
computation of the sign area. Therefore the proposed signage requested exceeds the
maximum allowable sign area by 16.5 square feet. A recommendation from the ARC
about where they would prefer to see a reduction in signage is requested.
Design Guidelines
The proposed signage meets general requirements of the Design Guidelines in regards
to design and location. The project proposes painted HDU lettering for the wall sign,
which will have the appearance of carved wood and is in compliance with the Design
Guidelines. The canvas awning is proposed with a loose valance and is compatible with
the building in terms of style and color as encouraged by the Design Guidelines. The
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ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-009
AUGUST 19, 2019
PAGE 4
colors of the proposed signage also complement both the building’s color scheme and
are consistent with the character of the Village.
AD VANTAGES:
The proposed signage meets the requirements of the Design Guidelines and the Arroyo
Grande Municipal Code for both style and design.
DISADVANTAGES:
The sign proposal exceeds the maximum amount of signage allowed for a business in
the D-2.4 Historic Character Overlay District.
ENVIRONMENTAL REVIEW:
The project was reviewed in accordance with the California Environmental Quality Act
(CEQA) and determined to be categorically exempt per Section 15311(a) of the
Guidelines regarding the installation of new signage and replacement of an existing sign
on a commercial structure.
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 Location
2.Design Guidelines P. 36-38
3.Project Plans
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ATTACHMENT 1
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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
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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.
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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.
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