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HomeMy WebLinkAboutDRB 2013-10-22 #3CITYOF r - Community Development Department — Planning Division Meeting Date: October 22, 2013 Case Numbers: SP13-004/EX14 Project Planner: Kraig Tamborn" 5) 485-3092 Agenda Item: REPORT TO DESIGN REVIEW BOARD SUBJECT: 950 Del Presidio (Shell Station Sign Program Amendment) — Sign Program Amendment and Sign Exception for a new freestanding monument logo and price ID sign for Shell service station; APN: 175-322-01; Office (0) Zone District; Brian Campbell, United Signs, Applicant; Au Energy LLC, Owner; Northgate Activity Center Neighborhood. SUMMARY Shell service station has proposed to update its legal price ID signs with new LED numerals and dual pricing. The changes to the price ID sign area and design require local approval of both an amendment to the current Sign Program and an Exception to the sign regulations, in order to approve the proposed sign background color; type of illumination as well as increased area (above State requirements). Staff has determined this project may be reviewed by the Community Development Director as a minor amendment and exception, subject to recommendation by the Design Review Board. In general, the new sign panels and copy would be an upgrade, consisting of logo and numerals routed through metal panels. However, staff does not support the colors and LED illumination proposed for the new price ID signage, and recommends that the Board consider requiring the following changes: • The background color of the price ID sign should remain neutral gray color, or revised tan to match the building. , • An alternate illuminated price ID display should be considered, that would result in a more subtle lighting intensity and uniform neutral numeral color. BACKGROUND On May 12, 1987, the Planning Commission approved Use Permit and Environmental and Design Review Permit applications allowing Shell Oil Company to eliminate three service bays and add a 530 - square -foot mini -market to their service station, with new landscaping and repainting to dark and light gray buildings and a canopy with a yellow reveal. Subsequent project approvals (UP99-05 and ED99- 06) permitted construction of the carwash on site with the same materials and color scheme. In 2004, the City denied a proposed color change to the building and signs (ED03-079/SR03-040 & AP04-004), on the basis that proposed white, red and yellow colors were too bright and conspicuous at this gateway site location and that striping proposed on the canopy qualified as signage and thus exceeded the maximum allowable sign area. The City ultimately approved the current re-imaging with a new sign program for Shell service station (ED05-018/SR05-026); based on the Sign Ordinance updated in 2004. The details of the current approved design and Sign Program are as follows: Current building and site design scheme • Building and canopies painted an earth -tone tan color with dark gray band along the bottom, around doors, doorways, and along sidewalks and curbs. Use of more muted colors for building walls and canopy columns was determined to reduce the overall brightness of the station. • Canopy fascia painted yellow with red and white striping and individual "Shell" in red -channel lettering. Light -well under the fascia would be painted white. • Canopy lighting recessed with low-level site lighting (with a maximum lighting intensity of 34 -foot- candles below the canopy, an average of 25 -foot-candles at grade, and a minimum of 0.2 -foot candles on site). • Landscaping provided around the perimeter of the property (where appropriate) and adjacent to the freestanding signs in order to soften and screen the project site from the surrounding area. • Street trees and other ornamental landscaping included as a significant component of the overall site design. • The project provides adequate commercial signage while minimizing visual impacts • Pump dispensers in three colors (yellow, red and white) with a red Shell logo on the yellow portion of the dispenser, and "V -Power" on the red portion of the dispenser. Valences painted with a red block and a yellow block with the shell symbol in red and the words "quality fuels." Current Sign Program permitted signage • One freestanding monument siqn. New cabinet signs on a 17'3" tall sign, to replace former molded plastic faces with a new illuminated Shell symbol logo (62" by 62") on a white background and Price ID numerals refaced with 6" black numerals on yellow illuminated panels, with illuminated white fuel grade and "car wash" panels on a grey sign background. • One canopy sign. The canopy freestanding sign includes internally illuminated red -channel lettering with the word "Shell" on a yellow background with a red stripe (decal), and the registered service mark (yellow and red stripe) considered as signage. The light well on the bottom of the canopy would be painted white, and not used for lighting the canopy. • Four building signs (foodmart, carwash enter and exit). All building signs would be comprised of two-inch thick, internally -illuminated red -channel lettering on a tan background • Pump decal signage • Temporary signage for 60 calendar days per year with a Sign Permit On August 2, 2013 the applicant submitted a Sign Review application SRI 3-051 to replace the freestanding monument sign, and was advised the project would require an amendment to the Sign Program with a Sign Exception. The subject applications SP1 3-004 and EX13-005 were submitted on September 19, 2013. PROJECT DESCRIPTION The applicant requests approval to replace the existing approved 62" wide by 177' tall freestanding monument/price ID sign with no proposed increase in height or overall dimensions, as follows: • Replace the Shell logo sign with an updated "shell white" metal cabinet with routed out internally illuminated red and yellow 'shell' logo • New dual price metal panel with red acrylic letters in a new "shell white" panel (dual pricing is State required and exempt from sign area requirements) • Update changeable copy price ID signs, revised from black numerals on yellow panel and grey sign background tored and green LED changeable copy signs on white background. • Eliminate "Car Wash" bottom sign panel (replaced with new required dual price ID sign and additional diesel price ID panel). Further, the State of California Business and Professions Code Section 13531, prescribes standards for signage required for motor vehicle fueling stations. Required fuel price id sign lettering and areas as indicated in the following table are exempt from City review. Sign areas over the minimum state mandates can be regulated by the City. The project details are as follows: Staff notes a minor discrepancy in approved plans that identifies 6'1" wide by 1TY tall sign measurements. 2 State Price ID Signage Requirement* Current Monument Price ID Proposed Price ID Signage Signage Revision Price Sign Numerals 6" or greater (dual price 12" (as shown on prior plans) 9" ID required) Trademark not less than 1/3 the size of Greater than 1/3 No Change to 62" by 62" numerals of price (but need not be more than shell logo 4" "Gasoline" in letters not less than 1/3 size of Greater than 1/3 (note, this Approx. 4.5" price numerals (not need to be more than 4") was changed to "Car Wash" on current sign) Grade designation of fuel letters not less than Greater than 1/6 (approx. 5") Approx 2"-3" 1/6 size of price numerals (but need not be more than 4" *Only the most relevant signage requirements are noted in this table; additional signage requirements apply. The revised color for the price ID sign background and numerals, and areas that would exceed minimum state standards are subject to local review. The proposed change to the monument sign requires the following entitlements, subject to Zoning Administrator level review with recommendation of the Design Review Board: ➢ Sign Program amendment, pursuant to San Rafael Municipal Code (SRMC) 14.19.046.6, to allow red and green numerals and white background for the state required price id signs. The numeral color and background, and size of numerals over 6" are subject to review as part of the City Sign Program. ➢ Sign Exception, pursuant to SRMC 14.19.045, to authorize a deviation from the sign ordinance, specifically section 14.19.080.C.1 that prohibits electronic message displays. The exception is required to allow the electronic numerals as an updated "static -display" changeable copy sign. The applicant has been advised to be prepared to address questions regarding the sign construction details at the meeting. ANALYSIS As noted above, the project is subject to review and approval of a Sign Program Amendment and Sign Exception, to deviate from the Sign Ordinance (Section 14.19.044 Criteria for Approval of Signs). The following findings must be made to approve a Sign Program amendment and Sign Exception Sign Program Findings 1) 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; 2) 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 specified in Section 14.19.054; and 3) 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. Sign Exception Findings 1) The exception is necessary to overcome special or unusual site conditions such as exceptional building setbacks, and lack of or limited visibility due to orientation, shape or width of the property and building improvements; 3 2) The exception is appropriate in that it would allow signage that would be in proper scale with the building and site improvements, would be compatible with other conforming signs in the immediate vicinity, and would promote a good design solution; and 3) The exception would permit an improvement that would not be detrimental or disruptive to the safety or flow of vehicular or pedestrian traffic either on-site or off-site. The City recently approved a static changeable electronic display sign for Northgate One shopping center, to the west, which replaced an old changeable copy sign. The rationale for this approval was that it would result in an updated a static display with new technologies, and the color intensity and display would not be excessively bright or distracting. In general, staff supports the upgrade to the zign 'Shell' logo and to incorporate the dual price ID with routed -out individual letters. However, the proposed price ID with illuminated LED numerals and color, and change to the "shell white" background color would appear to be out of character with the remainder of the site, in that it would not be consistent with the approved color scheme and Sign Program and would result in a brighter and more conspicuous sign at a gateway location. Staff recommends that the sign concept should be revised as follows: • The background color of the price ID sign should remain neutral gray color, or painted tan to match the building. • Consider an alternate illuminated price ID display that would be more subtle and uniform in color. NEIGHBORHOOD CORRESPONDENCE Notice of the hearing was mailed to occupants and property owners within 300 feet of the property, 15 days prior to the meeting date. The property is not within a specific neighborhood association boundary. CONCLUSION As noted in the report above, and in the Summary discussion, staff recommends that the Board evaluate the proposal and provide its comment on the proposed changes. The following changes are recommended by staff in order to support the project as consistent with the City sign ordinance and current sign program approval: • The background color of the price ID sign should remain neutral gray color or tan to match the building. • Consider an alternate illuminated price ID display that would be more subtle, uniform in color. EXHIBITS 1. Vicinity Map 2. Project Plans 3. Current Sign Program Plans cc: Brian Campbell, United Sign, 5201 Pentecost Drive, Modesto, CA 95356 4 Exhibit 1 - Vicinity Map (95d bel Presidio) R 28 V O i� zs7 C �x' ir vh� �2S 3 4zO 292 2 14� a �41" SCALE 1 :3,592 200 0 200 400 600 FEET no I` a f -i. i a.Srr 47361 Tuesday, October 15, 2013 11:36 AM '