HomeMy WebLinkAboutDRB 2011-06-07 #3 CITY OF
Community Development Department – Planning Division
Meeting Date: June 7, 2011
Case Numbers: SR11-003
Project Planner: Caron Parker – (415) 485-3094
REPORT TO DESIGN REVIEW BOARD
SUBJECT: Northgate One Shopping Center (Sign Program Amendment) –Master sign program
amendment to allow the construction of a 15 square foot “Northgate One” sign mounted on
the courtyard area entrance arch trellis at the Northgate One Shopping Center; APN: 175-
321-37; General Commercial GC Zone; Scott Blair, applicant; Northgate Properties LP,
owners;Terra Linda neighborhood.
PROPERTY FACTS
Site Characteristics
General Plan Designation Zoning Designation Existing Land-Use
Project Site: General Commercial GC Retail Shopping Center
North: Low Density Residential R5 & MR3 Residential
South: Office O Commercial
East: Office O Commercial
West: Low Density Residential R5 Residential
SUMMARY
The subject project is being referred to the Board for its recommendation on an amendment to the
Northgate One Shopping Center Sign Program, to add an additional 15-square-foot center
identification sign at the central courtyard, which would include halo-illumination with changing colors.
The Board’s recommendation will be forwarded to the Planning Commission.
Based on review of the applicable design criteria, which is discussed in detail below, staff has identified
issues with the project as discussed below. Staff requests that the Board review this report and
provide a recommendation on compliance with all pertinent design criteria. Specifically, staff asks the
Board to consider the following:
• Appropriateness of the proposed illumination to slowly fade in color across the color spectrum;
• Choice of color for the underscored portion of the “Northgate One” sign
BACKGROUND
Site Description & Setting:
Northgate One is a single-story multi-tenant retail shopping center located on an 8.6-acre lot on the
south side of Manuel T. Freitas Parkway in the Terra Linda neighborhood of north San Rafael (see
Exhibit 1 - Vicinity Map). There are a total of 24 tenants at the Northgate One Shopping Center,
including two Anchor tenants (Safeway and Walgreen’s). Big 5 Sporting Goods store anchors the
eastern end of the plaza. There freestanding Walgreen’s building is located on the northeast corner of
the site fronting on Manuel Freitas and Northgate Drive. There is also a small 250 square foot building
(nail salon tenant) located in the parking lot.
An open interior courtyard area is located midway along the retail corridor, at the end of the main entry
driveway off Manuel T. Freitas Parkway. Vehicular access to the site is from the north along Manuel T.
Freitas Parkway, from the east along Northgate Drive and from the south along Las Gallinas Avenue.
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History:
On April 14, 2009, the Planning Commission approved a major façade renovation and amended sign
program to upgrade all tenant signs (SR08-074). The amended sign program approved the following
signage:
One wall sign and one under canopy sign for each individual tenant
Four wall signs for the Safeway anchor tenant
Five wall signs for the Walgreens anchor tenant
Three “Northgate One” center identification entry signs on the low concrete walls and
An updated freestanding display sign with a static electronic display located along the Freitas
Parkway frontage.
Existing wall signs range in size from 30 square feet for the single tenants to 126 square feet for
Safeway wall sign. Examples of the signs approved per SR08-074 are included in Exhibit 2.
PROJECT DESCRIPTION
The applicant is proposing to add one additional 15-square foot “Northgate One” identification sign to
be mounted on the front of the metal entry arch trellis at the interior courtyard entrance to the shopping
center (Project Plan Sheet 1- Exhibit 3). The sign would be designed as individual halo-lit channel
letters and according to the applicant’s scope of work, would be designed to “slowly fade” the halo-
illumination from one hue to another across the color spectrum. The applicant has indicated that the
color rotation would take place in approximately 4-second intervals. A detailed project description
submitted by the applicant is attached as Exhibit 4. In addition, the applicant will present a
demonstration of the color changing sign at the hearing.
ANALYSIS
General Plan 2020 Consistency:
The project requires consistency with all applicable policies and programs of the San Rafael General
Plan 2020. The Sign Program approved in 2008 was found to be consistent with the following General
Plan Policies: CD-9 (Transportation Corridors), CD-10 (Nonresidential Design Guidelines), CD-20:
(Commercial Signage), NH-132 (Town Center Activities), NH-134 (Outdoor Gathering Places), NH-139
(Pedestrian and Bicycle Safety and Accessibility), NH-140 (Pedestrian Scale), and C-24a (The North
San Rafael Promenade). Staff analysis finds that proposed addition of one 15-square-foot sign to the
shopping center to be generally consistent with these pertinent General Plan Policies.
Zoning Ordinance Consistency:
Pursuant to Zoning Ordinance Section 14.19.046, Sign Programs are specifically intended for unique
uses and property circumstances with the purpose of addressing multiple uses on one site. Shopping
malls and multi-tenanted buildings are types of specific uses for which Sign Programs are intended.
Sign Programs are also intended to achieve aesthetic compatibility between signs within a project and
may allow some flexibility in the number, size, type and placement of signs.
A Sign Program amendment may authorize increased sign area, increased sign height or an increased
number of signs when used to achieve aesthetic compatibility between signs within a project and to
maintain design continuity. The project proposes to amend the previously approved Sign Program in
order to add one 15 square foot sign. In approving a Sign Program amendment, the decision making
body shall make the following findings:
All of the signs contained in the program have one or more common design elements such as
placement, colors, architecture, materials, illumination, sign type, sign shape, letter size and
letter type;
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All of the signs contained in the program are in harmony and scale with the materials,
architecture, and other design features of the buildings and property improvements they
identify, and the program is consistent with the general design standards; and
The amount and placement of signage contained in the program is in scale with the subject
property and improvements, as well as the immediately surrounding area.
The proposed addition of one 15-square-foot sign on the central courtyard arch trellis element would
have been considered a minor sign program amendment approvable at staff level. However, the
proposed illumination of the sign, as described by the applicant in the project plans scope of work
would be “to slowly fade the halo illumination from one hue to another across the color spectrum.” This
does not conform to the illumination standards in the Zoning Ordinance. Specifically, the following type
of illumination is prohibited pursuant to Zoning Ordinance Section 14.19.055.D.1: “Blinking, flashing or
fluttering lights, or illumination that has a change in light intensity, brightness or color.”
The applicant brought in a sample of the proposed illuminated lettering and conducted a demonstration
for staff. While the colors do fade slowly, staff still maintains that conservatively, the proposed
illumination does not comply with Section 14.19.055.D.1. The applicant’s interpretation is that the
proposed illumination is not blinking or flashing and that the change in color hue is subtle. Staff does
not characterize the sign as blinking or flashing, however the sign does change color, albeit slowly.
Further, the intent of the sign ordinance in Section 14.19.010.F is to assure signage that would
preserve and promote traffic safety. The location of the sign and manner of color change would not
conflict with this purpose. Although the sign does not appear to conflict with the stated purposes of
Section 14.19.010, Section 14.19.055.D.1 as specifically worded appears to prohibit the type of
illumination proposed.
Staff notes that in approving the existing Sign Program (SR08-74), the City concluded that the
proposed electronic reader board was consistent with the sign ordinance, even though “electronic
message displays” are not allowed pursuant to Section 14.19.080.C.1. The decision to approve the
electronic message display was made based on conditions of approval requiring that: 1) the reader
display must remain static during the day; 2) the message on the board be changed at night only; and
3) the sign remain non-illuminated between 10:00 pm and 7:00 am. These conditions were included in
order to allow for an updated type of reader board signage, but also ensure that the sign would remain
primarily static to comply with the intent of prohibiting electronic displays. As such, the updated sign
was considered to be compliant with the sign ordinance and not in conflict with the prohibition of
electronic messages.
Staff supports addition of an illuminated identification sign on the courtyard arch. However, to be
consistent with the existing approved signage on site, staff proposes that the sign be internally
illuminated channel letters, similar in style to what is allowed per the Sign Program. The Northgate
One Shopping Center is an established shopping center in the Terra Linda neighborhood. It is
prominently signed with a newly constructed pylon sign along Freitas Parkway. Staff does not see the
need to add a color changing sign to the site. However, if the applicant wishes to move forward with
color illumination, staff believes the proposed illumination could be conditioned similar to the approved
pylon sign electronic reader display. Suggested conditions of approval would be:
1) Color would be static during the day;
2) Color change to a different hue would be done at night only; and
3) Sign lighting would be turned off between 10:00 pm and 7:00 am.
These conditions would help continue the existing design consistency on site. However, staff is
seeking guidance from the Board on the proposed illumination design of the sign. If the Board decides
to recommend sign approval, staff will present the project to the Planning Commission for review. The
Planning Commission would make the determination if the proposed color changing sign could be
approved without a zoning ordinance text amendment.
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Staff is also seeking the Board’s input into the color choice for the underscored portion of the sign.
The color choice Dunn Edwards “Pure Butter” is inconsistent with the colors approved per Sign
Program SR08-74. The color approved for the sign program is Dunn Edwards “Grant Beige.” Staff
does recognize that some color adjustment may be necessary to match the existing color on the metal
arch trellis.
NEIGHBORHOOD CORRESPONDENCE
A courtesy notice was mailed to all property owners and occupants within 400 feet of the subject site
within fifteen (15) days prior to the Board’s meeting. Unfortunately, the notice incorrectly described the
size of the sign as 184 square feet. Staff received one letter of concern from a Terra Linda resident
(Exhibit 5). He was concerned about the type of illumination, the number of signs on the site, and color
consistency between the identification signs. Further communication with the resident cleared up all of
his concerns except the concern about the proposed fading color illumination.
CONCLUSION
The overall purpose of the Chapter 14.19 is codified in Section 14.19.010. Many of the provisions in
the Sign Ordinance are to address the purposes in Section 14.19.010. Specifically, restrictions on
moving signs and illumination design are meant to preserve and promote traffic safety. The proposed
sign is high enough and in an area of the project site such that it would not be distracting to traffic.
Overall, the addition of one 15 square foot identification sign would be a positive addition to the existing
signs in the Northgate One Shopping Center. However, staff is concerned that the illumination is not
consistent with the sign ordinance and would be a departure from what currently exists on the site.
The Board, in fulfilling its role of providing professional design advice for the City, is asked to make its
recommendation to the Planning Commission on the merits of the proposed Sign Program
amendment. Specifically, staff has asked that the Board comment on the following items:
• Appropriateness of the proposed illumination to slowly fade in color across the color spectrum;
• Choice of color for the underscored portion of the “Northgate One” sign
EXHIBITS
1. Vicinity Map
2. Approved Sign Program examples
3. Project Plan Sheet 1
4. Applicant’s project description
5. E-mail from Terra Linda resident Stanton Klose
cc: Scott Blair, 9932 Prospect Avenue, Studio 137, Santee, CA 92371
Northgate Properties, LP, 501 Second Street, SF 94107
