HomeMy WebLinkAboutDRB 2013-10-22 #3CITYOF
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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.
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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;
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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
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Exhibit 1 - Vicinity Map (95d bel Presidio)
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Tuesday, October 15, 2013 11:36 AM '
