ARC 2019-09-16_8b Humdinger signsMEMORANDUM
TO: ARCHITECTURAL REVIEW COMMITTEE
FROM: MATTHEW DOWNING, PLANNING MANAGER
BY: ANDREW PEREZ, ASSISTANT PLANNER
SUBJECT: CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-012; ONE
(1)NEW PAINTED WALL SIGN AND REPLACEMENT OF ONE (1)
EXISTING WALL SIGN FOR A NEW BUSINESS; LOCATION – 116 W.
BRANCH STREET; APPLICANT – HUMDINGER BREWING;
REPRESENTATIVE – STEVE SIMOULIS
D ATE: SEPTEMBER 16, 2019
SUMMARY OF ACTION:
Recommendation for future action by the Community Development Director will result in
new signage for a new 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 Core Downtown (VCD) and is located in the D-2.4
Historic Character Overlay District (Attachment 1). On July 16, 2019, the Planning
Commission approved a conditional use permit to establish a brewpub at the subject
location. The applicant has applied for an administrative sign permit for new signage for
the new business. Due to the property’s location in the Historic Character Overlay
District, the administrative sign permit requires review by the ARC for compliance with
the Design Guidelines and Standards for the Historic Character Overlay District (Design
Guidelines) (Attachment 2).
ANALYSIS OF ISSUES:
Project Description
The applicant is proposing one (1) new painted wall sign on the southern façade to
serve as the primary signage for the business, and replacement of one (1) existing wall
sign on the western elevation. The proposed signage is subject to the regulation of the
Design Guidelines, which allows painted wall signs when proposed on painted brick,
Item 8.b - Page 1
ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-012
SEPTEMBER 16, 2019
PAGE 2
stone, or stucco surfaces, subject to ARC recommendation. The painted wall sign is
proposed to be centered above the storefront on the southern elevation of the tenant
space. The acrylic wall sign is proposed to be hung on the western elevation in an
existing cabinet that previously accommodated the previous tenant’s signage. Both
signs are proposed to read “Humdinger Brewing”. The word “Humdinger” is proposed
be black, the word “Brewing” is proposed to be blue (Attachment 3). The wall sign on
the south elevation will be painted on an existing, smooth stucco surface that is
currently a beige color called “White Sand”. Each of the colors are earth tones and are
proposed to have matte finishes, consistent with the Design Guidelines requirements.
Paint and material samples will be available for review at the meeting. The design and
materials for the signs are as follows:
Wall Sign – South Elevation
Materials: Painted sign
Colors: Primary lettering: Tricorn Black
Secondary lettering: Bunglehouse Blue
Background: White Sand (existing)
Message: Humdinger Brewing
Size: 15’-6” x 3’-9” (58.2 square feet)
Location: Centered on the south elevation
Illumination: New wall mounted wash lights
Wall Sign – West Elevation
Materials: Painted acrylic panel in an existing cabinet
Colors: Primary lettering: Tricorn Black
Secondary lettering: Bunglehouse Blue
Background: White
Message: Humdinger Brewing
Size: 7’ x 2’-6” (17.5 square feet)
Location: Existing cabinet on west elevation
Illumination: Existing wall mounted wash lights
The proposed signs meet the specific regulations for business identification signs
identified in Table 16.60.040-A of the Municipal Code. Section B.1 of Table 16.60.040-A
of the Arroyo Grande Municipal Code allows two (2) square-feet of sign area per linear
foot of building frontage for the first twenty-five feet (25’) and 1.5 square-feet of sign
area per linear foot of building frontage for the next seventy-five feet (75’). Based on a
frontage of 43’-9”, a maximum of 78 square-feet is allowed. The applicant proposes
signage totaling approximately 76 square-feet, which is less than the total sign area
allowed. The painted wall sign is proposed to be illuminated by two (2) new gooseneck
light fixtures (Attachment 4). The Design Guidelines state that signs may be externally
illuminated, however the fixtures must be ornate and complement the building’s
architecture.
Item 8.b - Page 2
ARCHITECTURAL REVIEW COMMITTEE
CONSIDERATION OF ADMINISTRATIVE SIGN PERMIT 19-012
SEPTEMBER 16, 2019
PAGE 3
There are currently two (2) signs on the west building elevation that provide visibility for
the other occupants of the building: Doc Burnstein’s, and Right Brain Financial Advisors.
The previous restaurant tenant of 116 W. Branch Street had a panel sign on the west
elevation consistent with the other two (2) tenants, and the property owner has indicated
that Humdinger Brewing would be allowed to place a sign in the existing sign cabinet as
a change of copy.
The proposal meets the general requirements of the Design Guidelines in regards to
number, size and location of the signs. The project proposes painted wall signs on a
finished stucco surface with a recommendation from the ARC, per the Design
Guidelines.
AD VANTAGES:
The proposed signage meets the requirements of the Design Guidelines and the Arroyo
Grande Municipal Code for sign area, number and locations.
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 15311(a) of the
Guidelines regarding the relocation of an existing sign within the same commercial
complex.
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
4.Light fixture details
Item 8.b - Page 3
ATTACHMENT 1
Item 8.b - Page 4
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
Item 8.b - Page 5
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
Item 8.b - Page 6
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
Item 8.b - Page 7
Item 8.b - Page 8
Item 8.b - Page 9
ATTACHMENT 4
Item 8.b - Page 10
Mounting Detail
Item 8.b - Page 11