HomeMy WebLinkAboutDRB 2014-11-04 #2CITY OF Meeting Date: November 4, 2014
r Case Numbers: ED14-094
Project Planner: Kraig Tamborni15) 485-3092
Community Development Department — Planning Division Agenda Item:
REPORT TO DESIGN REVIEW BOARD
SUBJECT: 709 Fifth Avenue (Juice Beauty Repainting Scheme) — Environmental and Design Review
Permit for a new building repainting scheme to match corporate imaging; APN: 011-227-02;
HO Zone; Karen Behnke, Applicant; Mel LaFranchi, Owner; Netherton Office Neighborhood.
BACKGROUND
Recent Site History
The building at 709 Fifth Street, located in Netherton Office district, has been re -tenanted by
Juice Beauty, an organic skin care business with origins in the North Bay area. Juice Beauty
has selected this location in San Rafael as its corporate headquarters, with a small (future)
retail operation, and desires to revise the color scheme to represent its corporate colors and
identity. The Juice Beauty company image includes a vibrant lime green color.
The site has been well maintained, with substantial landscaping enhancements implemented
by the prior tenant, Liquid Marin. Juice Beauty has taken over an active role in maintaining the
quality of the site and building appearance, which has included maintenance of fences and
debris that tends to.accumulate as a result of transient congregation and loitering that
reportedly occurs in the area, particularly in evenings and weekends.
Current Request History
The business owner inquired whether the City would support repainting the entire building a
more vibrant and bright lime green color. Review of revised paint colors in this case is required
pursuant to Chapter 14.25.040.C.16 (Design Review, Exterior Repainting) and the prior
approval ED95-83 (Exterior painting, signage, parking lot re -design and landscaping approval
for building conversion). The review is required to approve a change from the current
medium/dark earth -tone color palette.
Staff provided some initial guidance on color selection and implementation, and recommended
changes to address City design criteria and preferences which have been identified based
upon prior project reviews in the downtown area. Staff noted that the City discourages
corporate color schemes if applied in a manner that detracts from building architecture or used
to accentuate building signage. In general, it was suggested that the color scheme should
achieve the following:
Reduce the proposed amount and brightness of the lime color. This is recommended to
satisfy the following:
o Adhere to City standards of proposing non -reflective colors
o Use colors to accent and highlight building architecture
o Consider character of surrounding buildings
o Minimize the potential negative impact vibrant colors could have on surrounding
tenants and neighbors enjoyment of properties and the area, and
o Avoid establishing the entire building as signage through use of bright, vibrant
color schemes.
• Incorporate matte and neutral color(s) to the palette.
• Consider using more vibrant colors as accents only, in a limited amount. Limiting the
vibrant color to a background behind the sign, or as an accent border or for the building
and window trim was suggested.
On October 22, 2014, a formal application request was filed for the subject color scheme,
which requires administrative review pursuant to Chapter 14.25. The corporate green color
was been changed from the initial concepts presented to staff, with respect to the amount and
vibrancy of green color proposed to be applied to the building (e.g., "avocado -green"), and a
neutral gray color has been added to offset and balance the vibrancy of the color palette. The
new paint colors on the building would add to the liveliness of colors in this area, and would
replace the current darker earth -tone rust and hunter green scheme.
The adjacent building owner has also provided a written note on the current program indicating
satisfaction with the color scheme, as proposed; which has been included with this memo
along with the color samples and renderings showing the new building color scheme and a
letter from the applicant requesting approval of the scheme. Staff also suggested a paint -out
to be implemented on the building prior to the hearing.
Courtesy review and comment on the new two color scheme is requested. As an
administrative review item, the project has not been noticed for public comment or discussion.
Staff is strictly requesting direction from the Board to advise staff and the applicant on the
proposal, as presented. Direction on changes may be provided, if desired.
DISCUSSION
Overview
Staff generally supports repainting of the building with colors that are vibrant, inoffensive to
adjacent uses/tenants, and reflective of the setting and building architecture (as required by
the City design criteria). In general, the effort to upgrade the building image is supported and
encouraged.
Project Description
The project proposes a color concept, as presented in the materials provided, to replace the
dark rust color with the more vibrant concept that reflects its corporate image. This would
include the following:
➢ Gray paint on the interior, Tamalpais Avenue frontage and upper wall over the
storefront on Fifth Avenue;
➢ "Avocado" green paint on along the roof parapet and column wood trim cap, the
"awning" overhang, the upper wall over the side entry and first floor level facing
Tamalpais frontage, and for the corner tower columns framing the storefront.
➢ Retain the metal anodized bronze roof cap on the columns.
Building Colors Review Criteria
Staff requests direction on whether this particular program should be supported, based on the
following applicable design criteria:
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✓ Materials and colors should be consistent with the context of the surrounding area,
minimize contrast of the structure with its background as viewed from the surrounding
neighborhood.
✓ Color selection shall coordinate with the predominant colors and values of the
surrounding landscape and architecture.
✓ Earthtone/woodtone colors are considered to be various natural shades of reddish -
brown, brown, grey, tan, ocher, umber, gold, sand, blue and green.
✓ Exterior materials should minimize reflectivity.
✓ Use color to provide appropriate accents on a building.
Discussion of Similar Corporate Schemes Approved in San Rafael
The City has routinely worked with businesses to include corporate colors in a manner that
would not result in use of the building as signage. Examples of this balancing effort can be
seen in the many gas stations that have been reviewed throughout the City, as well as the
Best Buy store on Francisco Boulevard West, new Sol Food takeout location on Lincoln, and
Pizza Orgasmica restaurant on Fourth Street. It is worth noting that the Sol Food restaurant at
the corner of Lincoln and Third also represents an existing vibrant color scheme in the area,
though this building scheme was not subject to City review.
Discussion of the Current Buildinq Colors and Proposed Color Scheme
While staff finds that the current building colors are very successful and appropriate for the
building architecture, the revised more vibrant color scheme considers the amount, placement
and glare of selected colors. The project proposed equal amounts of neutral gray color with a
matte "avocado" green color muted to reduce potential glare. Staff has concluded that the new
color values may be deemed acceptable in consideration of building location and lack of
immediate neighbors, and intent to incorporate colors that reflect the unique business identity.
Discussion of Additional Design Considerations
If further changes are considered necessary to satisfy the above criteria, staff would suggest
the following options, which would reflect more conservative approaches in keeping with the
character of Hetherton Office district and neighborhood:
A) Addition of another neutral color on the building walls or roof parapet trim and awning
accent details to complement the proposed primary building colors, accentuate building
architecture, and reduce the amount of the more vibrant green building color being
applied to the building.
B) Apply the neutral gray for the columns, with avocado green accent color limited to the
trim and awning fascia on Fifth Avenue frontage and the upper wall and awning trim on
Tamalpais Avenue frontage.
CONCLUSION
Staff requests direction from the Board on whether any specific revisions to the proposed color
scheme are recommended. Juice Beauty is interested in obtaining an approval that would
include significant use of its corporate colors in the building scheme. If an alternate scheme is
recommended, the Board may consider asking the applicant which if any alternative(s) would
be preferred.
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