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HomeMy WebLinkAboutStaff Report 5.A 05/07/2012 Aget/taw/tom/#5 .A �„ciA L U • a"ck. � �, • :85$ DATE: May 7,2012 TO: Honorable Mayor and Members of the City Council through City Manager FROM: Geoff I. Bradley, AICP, Planning Manager0' SUBJECT: Applicant's Appeal of Master Sign Program Approval for East Washington Place, Located at 980 East Washington Street, APN 007-251-001, 007-031-001 and 004 and 007-241-002 RECOMMENDATION It is recommended that the City Council adopt the attached Resolution: 1. Resolution Denying in Part and Granting, in Part the Appeal of Master Sign Program Approval for East Washington Place, located at 980 East Washington Street, APNs 007- • 251-001, 007-031-001 and 004 and 007-241-002, File 12-APL-0173 (Attachment 1).. The draft resolution reflects staffs recommendation that the applicant's appeal be granted only to allow moving the 15' tall monument sign (SN-12) off City property and onto Regency property at the southeast corner of East Washington Street and Kenilworth; to allow moving the newly required stand-alone Swim Center sign to the corner of East Washington Street and Kenilworth; and in all other respects, upholding the Planning Commission's decision. BACKGROUND Planning Commission The Planning Commission reviewed the proposed East Washington Place Master Sign Program on March 13, 2012. After hearing from staff, the applicant and the public, the Commission unanimously approved (4 aye votes, 2 abstentions and 1 absent) Resolution 2010-04, approving the East Washington Street Master Sign Program with specified conditions which modified the applicant's submittal. The Planning Commission staff report and associated documents are provided as Attachment 3. Project Description Shawn West of JSJ Electrical Display, on behalf of Regency Petaluma LLC, applied for approval of a Master Sign Program for East Washington Place. The Master Sign Program includes Agenda Review: City Attorney Finance Director City Manager 1 A- specifications on the size, type, and location of all signs to be permitted for the site and buildings • (362,000 sq. ft. retail and 16,000 sq. ft. of second floor office uses). The Commission approved the Master Sign Program with modifications, including prohibiting signs on the rear facades of buildings along the freeway, relocating and downsizing the proposed main project,landmark,sign, relocating and reducing the size and number of proposed monument signs, and requiring a stand-alone sign for the Petaluma Swim Center, rather than including a Swim Center identification sign as one of multiple elements on a project sign per a vesting tentative map condition approved by the City Council. Planning Commission Resolution 2010- 04 Attachment.4, contains the specific conditions of approval and modifications made by the Planning Commission. Appeal On March.20,.2012, the project developer, Regency Petaluma LLC, through Shawn Vest of JSJ Electrical, appealed the following elements of the Planning Commission approval: 1) the denial of all freeway-facing building signs; 2) the relocation of monument signs and 3) the relocation of the main landmark sign for the center (see the letter of appeal dated March 19, 2012, Attachment 2 and follow-up e-mail from Ryan Nickelson). Since the appeal was filed, the appellant has stated that they are proposing revisions to their original sign program as part of the appeal and are not requesting that the original program be approved. The appellant proposes the,following changes to the Planning Commission decision: 1) locating the 30' landmark sign closer to the center of the project along Kenilworth Drive at the • driveway adjacent to building S5 which would give visitors a better sense of place and arrival. The appellant therefore proposes to replace one 6' monument sign (SN-11) at the project entrance adjacent to building S5 with the landmark sigh (SN-13) and place'a 6' monument sign (SN-11) at the project's southern public entrance. 2) moving a 15' monument sign (SN-12) from City Swim Center property to the shopping center parcel at the corner of Kenilworth Drive and East Washington Street so it appears part of the project as opposed to being associated with the swim center on the west side of the Kenilworth/East Washington Street intersection. 3) Locating the 5' monument sign the Planning Commission required for the swim center at the southwest corner of Kenilworth Drive and Washington Street on the swim center property rather than in the middle of the swim center property. 'There is an existing sign for the swim center in the middle of the swim center property. These changes would allow for three signs on the swim center property (including the existing sign for the swim center) rather than four, as conditioned by the Commission. The applicant continues to request freeway-facing tenant identification signs on the rear of buildings along Highway 101. A revised site plan illustrating the locations of these signs has been provided by the applicant and is included in the Master Sign Program (see Attachment 5). Staff Discussion Signs within the City are regulated by Chapter 20 of the Implementing Zoning Ordinance. The purpose of Chapter 20 is to protect public health, safety, and general welfare of the City by • 2- • ensuring that the number, type, size, and design of signs°will„not detract from the attractiveness and orderliness of the City's appearance; and to protect the+general welfare of merchants and property owners in Petaluma by avoiding wasteful and costly competition among sign users which can result from the uncontrolled use of signs. Although the City's sign ordinance does not specifically address Master Sign Programs, it has been the City's practice to review and approve Master Sign Programs for shopping centers and other multi-tenant properties through the Site Plan and Architectural Review (SPAR) process. This review has allowed some flexibility in design in order to achieve a cohesive sign program unique to a project site but still meeting the intent of the sign.ordinance. When SPAR review has allowed modifications from strict adherence to sign requirements; it is based on a conclusion that a master sign program provides satisfactory design quality and harmony of the development with its surroundings. The City Council has prioritized a review and update of the City's sign ordinance for the current year. In staff's opinion, the subject property is unique because it has substantial frontages along Kenilworth Drive (2,600 feet) and along Highway 101 including the on ramp (3,160 feet), but a very limited frontage on East Washington Street (165 feet). The center is located on approximately 33.74 acres and includes a total of 38 tenant spaces with an overall square footage of 378,000 square feet, which will be the largest commercial center in the city when complete. Additionally, the center's main access point will be a new public street which will intersect East Washington Street some distance west of the project site, at Johnson Drive. This new route will • require adequate signage to ensure that visitors to the site are able to understand the connection between Johnson Drive and the center. Based on these factors and the proposed revisions, staff concludes that the flexibility permitted by a master sign program would allow for an appropriate sign program for the center, meet the intent of the sign ordinance and also satisfy SPAR standards which require satisfactory design quality and harmony of the development with its surroundings. Appeal Ground 1: The denial of rear facing building signs. The appellant has stated that without the signs on the backs of the large anchor buildings being visible to highway 101, it will be difficult to attract tenants and the vitality of the center could therefore be affected. The applicant's Master Sign Program proposes signs for the anchor and major tenants installed on rear-facing sides of buildings adjacent to the freeway. The Master Sign Program approved by the Planning Commission prohibits rear facing signs because they are considered to be Freeway Oriented Signs. Section 20.140 of the Sign Ordinance specifically prohibits signs when designed to be viewed primarily from the freeway or ingress/egress ramps. Therefore, these proposed signs would not be in conformance with the sign ordinance. Existing wall signs visible from the freeway have been approved in the past including Club One, the Outlet Mall, Raley's supermarket and the Sheraton. Other similar retail uses, including many • tenants in Petaluma Plazas North and South, have not been allowed freeway-facing signage on 3 the rear of building facades:. Typically, when this type of signage is permitted, a finding has been made that the signs are,intended to be.primarily visible from a parking area or street and not •; the freeway. The applicant has indicated that the signs are intended to be primarily visible from the pedestrian bridge. However, staff and the Planning Commission were,unable to support this point of view, given the lack of substantial traffic on the pedestrian bridge compared to the volume of traffic viewing the signs from travel lanes on Highway 101-. It: may be more appropriate to consider modification of this policy during review of the Sign Ordinance if the City Council determines that a commercial area or similar exception to the freeway oriented sign regulations is warranted. Appeal Grounds 2 and 3: The,location of monument signs and the location of the landmark sign (SN-13). The appellant requests on appeal that the 30' high landmark sign (SN-13) at the building M5 southern project entrance be replaced by a 6' high monument sign (SN-11) at that location, and that the landmark sign be moved to the, central project entrance mid-way on Kenilworth Drive, replacing a 6' monument sign at that location. The appellant has not appealed the decision of the Planning Commission to reduce the height of the landmark sign from 60' to 30' or to reduce the size of its sign area The.Commission also required that the landmark sign be designed and sited to be primarily visible from Kenilworth Drive and not the freeway. The revised site plan (Attachment 5) illustrates the appellant's proposed location for the landmark sign and the other monument signs along Kenilworth Drive. Staff supports the decision of the Planning Commission to place the main landmark sign at the • building M6 project entrance as the Commission did discuss alternate locations for the landmark sign and concluded that the approved location north of building M6 was appropriate. Appellant also has requested that the location of the 15' monument sign along East Washington Street be moved from the southwest corner of the intersection of Kenilworth Drive and East Washington Street to the southeast corner of the same intersection, to place that sign on shopping center property rather than on the City owned swim center property. Appellant believes this will more appropriately associate this sign and the identified tenants with the shopping center, rather than with the City's Swim Center. Although this is not what was approved by the Planning Commission,•staff does concur with the revised proposal by the appellant. Staff believes that this modification is acceptable and fully addresses the Commission's concerns regarding the number and size of signs along East Washington Street because it merely moves the location of one sign slightly, and carries out the Commission's reductions in the size and number of signs from applicant's proposal as originally submitted. The Planning Commission added a requirement that the project provide ;a separate sign identifying only the Swim Center, on Swim Center property: This issue arose in the course of the Commission's discussion of vesting tentative map Condition #84 approved by the City Council which states, "The Petaluma Swim Center shall be included on all site signage and specifically included on the northwest "B" [project] sign or compensation shall be'required for any sign placement that is on pool property.... " The Commissioners felt that there was a risk of inference that the swim center was part of the developer's project if it was included on,a,project- • sign identifying retail tenants. There is an existing sign identifying the swim center on the swim L center property at present, and the additional sign required by the Commission would • presumably replace or duplicate that sign. If the 512 sign is moved onto shopping center property as recommended above, there would be three signs on the swim center property (including the existing swim center sign) instead of four, as approved by Planning Commission. The total number of monument signs proposed along East Washington Street would include the following (as per the revised site plan, see ATTACHMENT 5): a) one 5' monument sign (SN- 11) on the southeast corner of Johnson Drive and East Washington Street on the swim center property; b) two signs for the swim center (existing and proposed) and c) one 15' monument sign (SN-12) on Regency property at the southeast corner of East Washington and Kenilworth Drive. The total number of signs on Kenilworth Drive is the same in the Planning Commission's decision and the applicant's request on appeal, one 15' monument sign (SN-12), three 6' monument signs (SN-11) and the 30' landmark sign (SN-13). In both cases, there would be a 15' monument sign at either the southwest or southeast corner of East Washington Street and Kenilworth, and a 6' monument sign at the southeast corner of Kenilworth Drive and Johnson Drive. The Planning Commission also approved two 6' monument signs, one each on the north and south sides of the central project entrance on Kenilworth Drive, and the 30' landmark sign north of Building M6, at the project's southern public entrance. Applicant's proposal on appeal would switch the 6' monument sign to the north of the central Kenilworth entrance with the 30' landmark sign. • Staff agrees with the request to move the 15' monument sign (SN-12) to shopping center property at East Washington and Kenilworth, primarily because it reduces clutter on the swim center frontage and eliminates the need for one of two City licenses or easements that would be required to place private signs on City property. Staff also concurs with the applicant's request to move the separate swim center sign from mid-block on the swim center property to the southwest corner of the swim center property at Kenilworth to avoid the existing swim center sign. However, staff recommends that the City Council uphold all other elements of the Planning Commission decision. FINANCIAL IMPACTS The project•and'this appeal are subject to cost based fee recovery. Processing costs deposited to date for the Master Sign Program are approximately $5,217. A separate deposit of$215.82 was received for this appeal. As of the end of February, the cost recovery account shows $10,22.85 in billable costs, resulting in a negative balance. The applicant is responsible for and will be billed for all outstanding amounts. ATTACHMENTS 1. Draft Resolution Denying the Appeal of Master Sign Program Site Plan and Architectural Review Approval for East Washington Place 2. Letter of Appeal dated March 19, 2012 and follow-up e-mail from Ryan Nickelson dated 3/21/12 • 3. Planning Commission staff report of March 13, 2012 S .- 4. Planning Commission Resolution of Approval 5. Revised Master Sign Program site plan and illustrations date stamped April 12, 2012. • • • 6 +achrv, ��t' • • ATTACHMENT 1 RESOLUTION'OF THE CITY OF PETALUMA CITY COUNCIL DENYING IN PART ' AND GRANTING IN PART THE APPEAL OF MASTER SIGN PROGRAM SITE PLAN AND ARCHITECTURAL REVIEW APPROVAL FOR EAST WASHINGTON PLACE 980 East Washington Street APNs: 007-251-001, 007-031-001, 004 and 007-241-002 File No. 12-APL-0173 WHEREAS, Shawn West of JSJ Electrical Display, on behalf of Regency Petaluma LLC, applied for approval of a Master Sign Program for the previously approved East Washington Place project,located at 980 East Washington Street;and WHEREAS, on.March 13, 2012, after a duly noticed public hearing, , the Petaluma Planning Commission approved Site Plan and Architectural Review (SPAR) for the project's Master Sign Program with certain modifications to the applicant's proposal; and WHEREAS, on March 20, 2012, the City Clerk received.a letter of appeal from the Planning Commission action from Shawn West of JSJ Electrical on behalf of Regency Petaluma LLC; and WHEREAS, on May 7, 2012, at a duly noticed public hearing, the Petaluma City council considered all public testimony and evidence submitted at and before the hearing; and • WHEREAS, the Master Sign Program as conditioned conforms to the SPAR standards for review of applications, Section 24.010.G of the Implementing Zoning Ordinance, and WHEREAS, the Master Sign Program as conditioned meets the purpose and intent of Chapter 20 of the Implementing Zoning Ordinance, and WHEREAS, by Resolution 2010-021 A, the City Council certified an Environmental Impact Report (EIR) for East Washington Place which assessed.the environmental impacts of the project, and no further environmental review is required for the proposed Master Sign Program. NOW THEREFORE, BE IT RESOLVED that the Petaluma City Council hereby grants in part and denies in part the appeal of Regency Petaluma LLC of Planning Commission Resolution,No. 2012-04 (Exhibit A) and authorizes construction and installation of signs for the East Washington Place Shopping Center in compliance with the approved sign program attached as Exhibit B to this resolution. BE IT FURTHER RESOLVED that the City Council finds: 1. The subject property is unique because it has substantial, frontages along Kenilworth Drive (2,600•feet) and along Highway 101, including the on ramp (3,160 feet) but a very limited frontage on East Washington Street (165 feet). With 33.74 acres, 38 tenant spaces and an overall building square footage of 378,000 square feet, East Washington • Place will be the largest commercial center in the city when complete. The project's —1 main access point will be Johnson Drive, a new public street connecting to East Washington Street west of the project site, which will require adequate signage to ensure • that visitors to the project are able to understand the connection between Johnson Drive and the project and how to access the project. Based on these factors, the amount of flexibility permitted by the Master Sign program as conditioned jallows an appropriate sign program sufficient to meet commercial needs of East Washington Place, meets the intent of the;sign ordinance to protect the general welfare of the community and of other property owners and merchants in the City; and satisfies SPAR standards which require satisfactory design quality and harmony of the development with its surroundings. 2. The Master Sign Program as conditioned will constitute a nuisance or be detrimental to thepublic welfare of the community because it will conform to standards specified in the Uniform Building,Code and the Petaluma.Implementing Zoning Ordinance(IZO) and it is consistent with the City of Petaluma General Plan. 3. The project is consistent with the following goals, policies, and programs of the General Plan 2025: Policy 2-P-5 Strengthen the visual and aesthetic character of major arterial corridors, through streetscape improvements including use of planted medians, parking configuration, signage, and paving materials. The proposal provides for a program-of unified signage elements along East Washington Sweet which will strengthen the visual and aesthetic character of this major corridor. • Policy 2-P-6 Create a strong sense of entry into the city at key locations„identified as Gateways: Each gateway ,should be 'considered individually with some requiring architectural and/or landscape treatments and others more simply protecting/enhancing what already exits (e.g., cultural landscapes and ecological diversity) to provide a sense of transition or entry.into Petaluma. East Washington Street, at the interchange with Highway 101 is one of the gateways,listed in the 2025 General Plan. Given that the.project is located at this gateway, the proposed sign program should be.considered as part of the.gateway element/surroundings. The East Washington Street corridor serves as the principal east/west connector and is one of the primary gateways into the community connecting the rural landscape with,Petaluma's urban center. Goal 2-G-4 Washington Corridor; Encourage the evolution of land uses to create a corridor of mixed-use development: The project site is evolving from its previous use as a school to a new commercial center. The development of the site with commercial uses including retail, restaurant,and office uses contribute to the mix,of uses along East Washington Street. Withythe evolution of the site into a new commercial center, signage becomes an integral part of the design of the center and creates a cohesive connection between the center and surrounding existing •uses. 1 • Policy 2-P-23 Facilitate development patterns that provide an urban edge along East Washington Street, providing visual continuity andfcohesiveness, and increased safety. The sign program, as conditioned, provides for the connection for the center to the surrounding and existing uses in the vicinity. The sign program as proposed and conditioned provides for pedestrian scaled wayfinding signage to direct people to the downtown corridor. Together with landscaping and other frontage improvements, the sign program, as conditioned, helps to provide more of an edge along the East Washington Street frontage and Kenilworth Drive through the installation of high quality signs, drawing pedestrians and vehicles into the center. The proposed sign program, will add to the visual character of a major arterial by providing a sign program that creates diversity and creativity while maintaining standards that achieve a consistency and quality throughout the center. Policy 2-P-23E Ensure that development at the old Kenilworth Jr. High school site and any future redevelopment of.the Fairgrounds property maintains a public, pedestrian, and active face along East Washington Street, and provides-civic and ceremonial spaces with links to the Library and-other uses. The sign program as proposed and conditioned provides for wayfinding signage to direct people to the downtown_ corridor. The sign program, as conditioned, provides for the connection of the center to the surrounding area and existing uses in the vicinity. The sign program provides opportunities to direct people and vehicles to and through the project site through the use of pedestrian scaled signs which aides in the creation of a public, pedestrian and active face along East Washington Street. The sign program, as conditioned, will conform,to the 2025 General Plan, Chapter 9: Economic Health & Sustainability. A sign program for a center of this nature will help to foster economic vitality, diversity and opportunity for the center and its businesses. The sign program will provide a coordinated system to communicate information in a distinctive and aesthetically pleasing manner. The visual consistency that the criteria create will minimize confusion and confirm an image: of quality throughout the center that will attract people and businesses to the area and then help to bring revenue into the local economy. 4. The Master Sign Program as conditioned is consistent with Section 24.010 of the IZO including the following SPAR standards from Section 24.010.G. a. The appropriate use of quality materials and harmony and proportion of the overall design and the size, location, design, color, number, lighting and materials of all signs and outdoor advertising structures. The proposed sign program, as conditioned, will incorporate materials including stucco, stone veneer and metal accents that are in harmony and compatible to the surrounding buildings and to the style and architecture of the center. The location of each of the a - 3 proposed signs as conditioned is appropriate to the adjacent buildings on the neighboring properties and is appropriate to the buildings for the shopping center. The • proposed signs, as conditioned are in keeping with surrounding buildings with regards to setbacks, 'height, and materials. The number of signs has been evaluated to balance in an appropriate manner the needs of the,project and its unique characteristics so as not to detract from the attractiveness and orderliness of the City's appearance and so as to protect the general welfare of'merchants and property.owners in the City by avoiding wasteful and costly competition among sign users which can result from the uneontrolled use of signs. b. The architectural style should be appropriate for the project in question, and compatible with the overall character of the neighborhood. The proposed signs, as conditioned, are appropriate for the site and;compatib'le with the adjacent commercial buildings. The shopping center includes landscaping which will enhance the project site as well as enhance the signage. The design of the signs incorporates the same materials as the buildings including stucco, rock veneer and metal decorative elements. The sign design;is compatible with the project design;and with other surrounding properties in that the materials and colors used are understated and attractive as well as durable and long-lasting. c. The siting of the structures on the property as compared to the siting of other structures in the immediateneighborhood. The siting of the proposed signs are appropriate for the site and for the surrounding area. The signs are located in_such;places'as to not interfere with.vision site,triangles;at intersections.- The sign placements are consistent with the location of signs on surrounding properties. d. The bulk, height, and color of the proposed structures as compared to the bulk, height, and color of other structures in.the immediate neighborhood. The proposed signage will incorporate materials that are in harmony and compatible to the surrounding buildings. As conditions, the location of each of the proposed signs is appropriate to the adjacent buildings on the neighboring properties in that no nearby buildings are located directly adjacent to the signs. The proposed signs are in keeping with the architecture of the project and surrounding buildings with regard to bulk, height, and color in that the size, materials and colors of the signs are similar to what is found in the immediate neighborhood. I - 4 A Eshasit A ExhibitA _SPAR CONDITIONS OF APPROVAL FOR THE MASTER SIGN PROGRA1111 I EAST WASHINGTON PLACE CENTER 980EAST WASHINGTON STREET APNs: 007-251-001, 007-031-001, 004 and 007-241-002 File No. 11-SPC-0779 From Planning Division: 1. This Site Plan & Architectural:Review authorizes the approval of a Master Sign Program for the East Washington.Place,retail/office center as shown in the approved sign program as modified by these Conditions of Approval. 2. Plans submitted for sign/building permit review shall be in substantial conformance with the sign program as conditioned, with the following modifications: a. No business identification signs shall be permitted on the back/rear of the buildings (tenant spaces Ml, M2, S9, S10, M3, M4, M5 and M6) facing the freeway. The southernmost side of Building M6 is not considered the "back/rear" of that building. b. The following monument signs:are allowed:along East Washington Street: (1) One 15 foot tall monument sign (SN-12) on the southeast corner of Kenilworth Drive and East Washington Street on the Regency Property. . (2) One five foot tail monument sign identifying only the Petaluma Swim Center located at the southwest corner of East,Washington and Kenilworth Drive on the Petaluma 'Swirit Center property; the design and wording for this sign shall be approved by the Assistant City Manager; and the sign shall be donated to the City and installed at no cost. (3) One five foot tall monument sign on.the southeast corner of Johnson Drive and East Washington Street, on the property of the Petaluma Swim Center. This sign!shall-.be:the same design as the,SN-11 sign proposed by applicant but reduced in heightto five-feet and approximately 12;5 s.f. in area per sign face. No additional freestanding signs for the project are allowed on the East Washington Streetfrontage of the project or Swim Center property. A ground lease, easement or other instrument determined sufficient by the City Attorney to permit erection of any project and/or tenant identification signs on i -- S public-property shall be prepared by the applicant and reviewed and approved by theCity prior to installation of said.signs. • • c The main freestanding (Landmark) sign (SN-13) shall be thirty (30) feet in height to conform to the sign ordinance height requirement and contain sign area of 325 sq. ft in area per sign face. The Landmark sign shall be erected to the north of the project entrance driveway that is immediately north of building M6. The Landmark sign shall be designed and sited to be primarily visible from Kenilworth Drive and not from Highway 101 or its ingressiegress ramps. Additional landscaping may be utilized to accomplish this condition. A revised Master Sign Program illustrating:these changes shall be reviewed and approved by the Planning Manager prior to issuance of the first sign permit. d. The following monument signs (SN-11) are allowed along Kenilworth Drive, each to be six (6) feet tall with approximately 12.5 square,feet in sign area per sign face: One at the project driveway entrance at the intersection of Johnson Drive and Kenilworth Drive, and one each at the north and south sides of the-central project driveway entrances on Kenilworth Drive. No monument signs :(SN-11) shall be placed at the driveway entrance to the project north of Building:M6, the location of the 30' tall Landmark sign (S-13). e. Wayfmding signs shall match the materials, dimensions, style and colors of the City's existing wayfinding signage Detailed shop drawings shall be-submitted for review and approval'prior to issuance of the first sign permit under this Master Sign Program. The wayfinding signs shall be installed priorto final inspection or occupancy of the Target building. f The sign program shall,be revised to include only one style of under-canopy sign as part of the sign program,.making signs of this type consistent and uniform for the project. g. All freestanding,signs..shall..utilize pushtluv:letters and have non-illuminated sign faces except for the business name and logo. h. No`buildiiig elevation.that:faces the Highway 101 frontage,shall'be considered an "exterior store elevation" or"store frontage" in terms of;calculating,the"number'of wall signs allowed per the Master Sign Program. This requirement shall be stated. within the'Master Sig 'Program. 3. The applicant shall apply for and obtain a building:permit prior to installation of signs. 4. All exterior'signs shall be equipped with photo-sensors to shut, illumination during the day and auto-dimmed during non-business, late night, early morning hours , . • 5. Business owners shall be advised in writing to not authorize construction of signs prior to receiving both Property Owner and City approval. Signs fabricated prior to approval will not be approved for installation if not consistent with the approved Master Sign Program. 6. The Master Sign Program shall be modified to incorporate the provisions of Condition #2 above. The Master Sign Program shall restate within the Master Sign Program Conditions #2-7 from SPAR approval and all sign related conditions of approval from the Vesting Tentative Map for the project to ensure long-term compliance. The Vesting Tentative Map conditions include Conditions#33, 34, 84 and 100 through 105. 7. All work within the public right-of-way requires an encroachment permit from the Public Works Department. 8. The applicant shall defend, indemnify and hold harmless the City and its officials, boards, commissions, agents, officers and employees ("Indemnitees") from any claim, action or proceeding against Indenmitees to attack, set aside, void or annul any of the approvals of the project. The applicant's duty to defend, indemnify and hold harmless in accordance with this condition shall apply to any and all claims, actions or proceedings brought concerning the project, not just such claims, actions or proceedings brought within the time period provided for in applicable State and/or local statutes. The City shall promptly notify the applicant of any such claim, action or proceeding concerning the project. The City shall cooperate fully in the defense. Nothing contained in this condition shall prohibit the City from participating in the defense of any claim, action, or proceeding, and if the City chooses to do so, applicant shall reimburse City for attorneys' fees and costs incurred by the City. 1867963.1 I am el itadotetent J ELECTRICAL DISPLAY C o R P O R A T 1 O N • 167 Grobric Courl;Fairfield,Q 94534 Phone(707)7473595 Fox(707)747.5599 www.lsjdisplaysom Via Hand Delivery Mr '4 2012 rn March 19, 2012 CIPy Cj, ic ti . Claire Cooper, City Clerk PETALUMA ��O CITY OF PETALUMA O . 11 English Street Petaluma, CA 94952 Subject: Letter of Appeal of SPAR File No: 11-SPC-0779 East Washington Place Master Sign Program C-faire: Submitted in accordance with the City of Petaluma's appeal process, it is our request for additional consideration for our project as presented to the City of Petaluma Planning Commission on March 13a', 2012. Although we are generally in agreement with the action of the Planning Commission, the following exceptions are taken: • 1. Denial of rear facing wall signs 2. Locations of monument signs 3. Location of landmark sign I am requesting this Letter of Appeal be taken to the next meeting of the Petaluma City Council. Therefore, if you wish to know more'iriformation regarding the above reasons, please feel free to contact me at (707) 747-5595. Thank you for your time and consideration. Regards, ]ST ELECTRICAL DISPLAY CORPORATION Shawn West Project Manager SW/ml CC: Geoff Bradley Irene Borba, City of Petaluma • Ryan Nickelson, Regency Centers • dryol pebFOTB.appeal o,r oa.16.12 /�1 01 Borba, Irene From: Nickelson,.Ryan [RyanNickelson @RegencyCenters.corn] Sent: Wednesday;March 21, 2012 1:33 PM To: Borba, Irene;'Shawn West'; - City Clerk Cc: Geoff'Bradley;,Michelle Luporini • Subject: RE: East Washington,Place MSP'Letter ofAppeal Irene, Specifically, we,are.appealing the Planning:Commission's denial of our rear building signage. Some of our anchor tenants are demanding rear building signage. If they can't get it, they won't come to the:project and there won't be a • project. I trust that's a good enough basis for the appeal. While we are revisiting the sign program with the appeal, we think it makes sense to'move:the location of the 30' landmark sign closer to the center of the project along Kenilworth (specifically at the driveway adjacent to building 55) so our visitors have a sense of place and arrival. The landmarksign'would swap positions with the 6' monument sign going at the southern driveway between buildings M5 and M6. We also think the 15' monument sign should be located on our parcel at thecorner of'Kenilworth and East Washington so it appears part of the project as opposed to being associated with the swim center. Geoff and I have discussed this and he did not think it would be'a big issue. Thank you. Ryan {'..__ - • • • . S . . i . . • _ .. = IT 1 \�Y ttt0 t...."3 40' „t E A A._ ., . _. :/..,7 i„A 0... 1[11 .,„:„ - i Pi▪ R. I Z1 ' Tii ...,...... . I .... .. "4 • u.o •-, y• V VI 41 A i 0 W ,0 : YI C -V1 o . ro • 7-7—=_—___ P. --1 Y CD Me li p.„ ,i cc, r. S., 0 ill CZ1 CZ eze, S pot. 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Bradley, AICP, Planning Manager SUBJECT: East Washington Place Shopping Center 980 East Washington Street MASTER SIGN PROGRAM 4 : p RECOMMENDATIOTI s: Staff recommends that the Planning:Commission conduct the required public hearing and adopt a Resolution approving as conditioned, a Master Sign Program for the East Washington Place Shopping Center located at 980 East Washington,Street (APNs::007-251-001, 007-031-001,'004 & 007-241-002)subject to the attached findings and conditions of approval(Attachment 1 and Exhibit A). :_ ,2 PROJECT,SI{MMARY rV'-C ,;;:. ` z , , . I Project: East Washington Place Shopping Center—Master Sign Program 980 East.Washington Street APN: 007-251-001, 007-031-001,004 &007-241-002 Project File No: 11-SPC-0779 Project Applicant: Shawn West, JSJ Electrical Display Property Owner: Regency Centers Cross Street: Kenilworth Drive Property Size: 33.74 acres Site Characteristics: The subject property is currently undeveloped but will be the location of • the 378,000 square foot Target anchored East Washington Place retailloffice center approved by the City in 2010. East Washington Place, 980 E.Washington Street, 11-SPC-0779 Page 1 3- 1 j t Existing Use: Vacant • Proposed Use: Retail/office center(East Washington Place) Zoning: MU113- Mixed Use GP Land Use: Mixed Use SubsequentActions: Sign Permits Pro The applicant, Shawn West of JSJ Electrical,Display, has requested approval of a Master Sign Program for the subject property at 980 East Washington Street for the East.Washington Place Shopping Center. The proposed sign program isa comprehensive Master Sign Program;for.the East Washington Placeretailloffice center (Attachment 3) that includes specifications on the size, type, and location of all signs to be permitted for the site and buildings. The proposed sign program includes: Freestanding Signs All proposed freestanding signs are of a consistent design theme that includes a rock and stucco base and metal accents with "East Washington Place" at the top of the sign and the East Washington Place logo on the lower portion of the sign. The proposed color palette is neutral, using beige tones consistent with the overall color scheme of the shopping center. • "Landmark"Sign The proposed.Landmark sign is a 60 foot tall freestanding sign located in the northeast quadrant of the site oriented towards Highway 101 and identify seven retailers. The proposed sign is approximately 1,300 square feet in area and is internally illuminated. At the top.of the sign it would indicate "Welcome to Petaluma". • Monument Signs Three 15 foot;tall monument signs are proposed along the East Washington Street frontage at vehicular. access points. One monument signs is proposed at the northeast corner of Johnson Drive and East Washington Street which is the property of the -Petaluma swim center, an additional monument sign is proposed at each corner of Kenilworth Drive (northeast and northwest corners). The proposed monument sigh at the northwest corner of Kenilworth.drive would also be Iocated oh the property of the Petaluma swim center. All three of these monument signs are double sided, and internally illuminated. The signs each have an overall area of 84 square feet and identify six individual retailers. An additional six lower profile monument signs are proposed-along;the Kenilworth Drive frontage. Each of these monument signs are six feet tall and approximatel3/21.6 square feet •, East Washington.Place, 980 E.Washington Street,.11-SPC-0779 Page 2 • • in area. The monument signs identify four retailers and are double sided and internally illuminated. • Directory Sign A 7'-6' tall directory sign is proposed in the courtyard area between buildings S9 and 510. This sign is approximately 22.8 square feet in area, is double sided and internally illuminated, and is of the same style and materials as the other monument signs proposed throughout the center. The directory sign would provide a site map and a list of tenants within the center. Wall Signs The East Washington Place sign program proposes signage for each of the tenant spaces. The allowed signage for tenant spaces is broken down by tenant type (anchor and major tenants, shop tenants, restaurants, and pad buildings). A total of approximately 3,089 square feet of wall signage is proposed. The breakdown of Exhibit A (Tenant Matrix) of the proposed sign program is summarized below. • Anchor and Major Tenants Anchor tenants are defined as tenants occupying 20,000 square feet or more while major tenants occupy 10,000 to 20,000 square feet. Both anchor and major tenants are allowed one sign per exterior store elevation, with a maximum of three signs per anchor and major tenant. Anchor and major tenants will be allowed one square foot of signage per lineal foot of exterior store frontage, not to exceed the maximum square footage allowed per the Tenant • Matrix proposed in the sign program. There are four anchor tenants (Ml, M3, M4, and M5) and three major tenants (M2, M6 and 0-2) in the East Washington Place Center. The letters are to be either internally illuminated plex face channel letters or reverse pan- channel constructed with aluminum returns. A reverse pan channel signs is illuminated from the back of the letter; "halo" lit. Additional signage for internal tenants within the anchor tenant space is also proposed, such as a bank, coffee, pharmacy, etc. This type of additional signage would have to be within the allowed signage square footage for that tenant space per the tenant matrix. • Shop Tenants Shop tenants are tenants occupying less than 9,000 square feet of retail space. Shop tenants are allowed one sign per every exterior store frontage with a maximum of two signs per shop tenant. Shop tenants will be allowed 1.5 square feet of signage per linear foot of shop frontage, not to exceed the maximum square footage allowed per the proposed tenant matrix. • Restaurant &Single Pad Tenants Restaurant and Single Pad Tenants are allowed one wall sign per business frontage facing a street, pedestrian plaza and/or parking lot, with a maximum of three signs per restaurant or single pad tenant. The maximum square footage per tenant is allowed pursuant to the • proposed sign matrix. East Washington Place, 980 E. Washington Street, 11-SPC-0779 Page 3 3 - 3 r Miscellaneous • • Under Canopy,Signs As proposed,tenants will have the option, of installing one blade sign on a business frontage facing a street, pedestrian plaza and/or parking lot. This signage,:is included in the maximum permitted in the sign matrix. Blade signs would be required to be fabricated using one of the following: a) painted metal, b) natural metal finish or c) dimensional letters. • Temporary Signs The proposed sign program also includes parameters for window graphics, special event/temporary/promotional signs and banners as well as the approval process prior to installation and types of prohibited signs. Summary of,Recommended Changes Staff is recommending that the folloiving:changes be made to the Master Sign Program: • Reduce number of freestanding:along East Washington from three to:two • Reduce number of freestanding signs along Kenilworth'Drive from six to four; • Relocate the freeway oriented "Landmark" sign and reduce in area and reduce height from 60 ft. to 30 ft.; • Not allow freeway oriented wall signs. • The sign program shall be revised to include only one style of undencanopy sign as part of the sign program; • All freestanding signs shall utilize push thru letters and have non-illuminated sign faces except for the business name and logo. • • No building elevation that faces the Highway 101 frontage shall be considered an "exterior store elevation" or "store frontage" in terms of calculating•the number:of wall signs;allowed per the Master Sign Program. • All exterior signs,shall be equipped with photo-sensors to shut off illumination during the day and be auto-dimmed during non-business, late night, early morning hours. • Restate all sign related conditions of approval, including on-site and off-site signs, from the Site Plan and Architectural Review approval and Vesting"Tentative Map for the subject property within the Master Sign Program to insure long-term compliance. These recommendations are described in more detail in the following section. tAit ' ' uk` '' ; 04.1' ANALYSIS ,; . f Sign Ordinance Signs are subject to Chapter 20 of the Implementing Zoning Ordinance(IZO). Chapter 20 (Signs and Sign Structures) of the.IZO regulates signs within the City of Petaluma. The purpose of Chapter 20 is to protect public health, safety, and general welfare of the City by ensuring that the number, type, size, and' design of all signs in Petaluma will not detract from the attractiveness and orderlmess of the City's appearance,and to protect the,general welfare of the merchants and property owners in Petaluma by avoiding wasteful and costly competition among sign users which can result from the uncontrolled use of signs. • East Washington.Place, 980 E:Washington Street,11.-SPC-07.79 Page 4 d _ • Although the City's sign ordinance does not specifically address Master Sign Programs, it has been the City's long held past practice to review and approve Master Sign Programs for shopping centers and other multi-tenant properties through the Site Plan and Architectural Review process. This review has allowed for flexibility in design in order to achieve cohesive sign programs unique to different sites and in keeping with the intent of the sign ordinance, while allowing relief from strict adherence to sign requirements through Site Plan and Architectural Review. The City Council has prioritized.a review and update of the City's sign ordinance in the current year which'nay address this issue. The subject property is unique in that it has substantial frontages along Kenilworth Drive(2,400 feet) and along Highway 101, including the on ramp (3,160 feet) but a very limited frontage on East Washington Street (165 feet). The center does not have•direct vehicular access from East Washington Street. The center is located on 33.74 acres and includes a total of 38 tenant spaces --with an-overall square footage.of-378,000-square-feet-of commercial-tenant-space, making-it-one of the larger commercial centers in the city. Additionally, the center's main access point will be the intersection of Johnson Drive and East Washington Street. This new public street currently does not exist and will require adequate signage to ensure that visitors to the site are able to understand the connection between Johnson Drive and.the center. Based on the uniqueness of the project site including multiple street frontages, indirect access from Johnson Drive, the size of the center and the number of tenant spaces, staff believes that. with some modifications the master sign program would allow for an appropriate sign program • for the center, within the overall intent of the sign ordinance and General Plan. The following analysis looks at the requirements of the Sign Ordinance as it relates to each type of sign proposed in the sign program and what is recommended by staff. Freeway Oriented Signs Sections 20.140 of the Sign Ordinance specifically addresses signsoriented towards the freeway and states that no permit shall be issued to erect, construct or relocate a sign if it is determined that the proposed sign is designed to be viewed from the freeway or ingress/egress ramps. Section 20.150 further states that no advertising structure or sign shall be erected, constructed, relocated or maintained, regardless of the zone or district in which it is located if it is designed to have the advertising primarily viewed from a main travelled roadway of a freeway or the ingress or egress ramps. As indicated in the two proceeding sign code sections(emphasis added), the critical factor for signs is that they are not allowed to be designed to be visible primarily from a freeway. The proposed "landmark sign" is 60 feet in height and located in the southern portion of the property between tenant spaces M5 and M6. The location and size (1,300 square feet) of the proposed sign provides an uninterrupted view from northbound traffic on Highway 101. The proposed height is comparable to the height of the AutoMall sign seen from Highway 101. The East Washington Place,980 E. Washington Street, 11-SPC-0779 Page 5 3 °5 t x proposed landmark sign has been located and designed to be viewed primarily from Highway 101 and therefore it is inconsistent with the intent of the Sign Ordinance. As conditioned in the draft resolution, staff recommends that the"landmark" sign (SN-13) be reduced in height not to exceed 30 feet and relocated to the south of building M6 to be primarily visible from Kenilworth Drive and not Highway 101, In reducing the height of the proposed sign the square footage shall be reduced proportionally to approximately 650 square feet in,area This reduction in height and change in location would allow this sign to function as a visual cue identifying the center for visitors approaching the southern end of the site on north bound Kenilworth Drive. Any incidental viewing from the freeway would be consistent with past approvals for signs that were deemed to be visible primarily from public streets and only incidentally from Highway 101. The proposed sign program allows for the anchor and major tenants to install signs at the -- -.- .--- back/rear-facing-sides of-the-buildings-facingthe-freeway.-This-is-not in conformance-with-the- sign ordinance as these signs are considered freeway facing;signs designed to be viewed from Highway 101. Additionally, the nearly continuous row of Redwood trees that-will'be planted between the drive aisle and the freeway would eventually preclude most of these signs from being seen from the freeway. The draft resolution includes the requirement that no signs be allowed on the backhear of the buildings for any tenants, in conformance with the City's Sign Ordinance. ' y' (Plaza South) fur Existing wall signs visible from the freeway have been a roved.in°the past including the Club One, the Outlet Mall, Raley's laza South and arno signs Typically a finding has been • made that the rsigns are intended to be primarily visible from an on-site.. parking area or intervening public street; and not the freeway. The applicant has:indicated that the signs are intended to be primarily visible from.the pedestrian bridge; however, staff is unable to support this point of view. Target would be allowed to have an additional wall sign facing East Washington Avenue that would also be incidentally visible from the southbound. Highway 101 on-ramp. Due to the orientation toward customer parking areas and Kenilworth Drive, tenantspace M5 would also qualify for two building frontages for wall sign purposes, one of which would be incidentally viewable from Highway 101. Condition of Approval No. 2 requires that no building elevation that faces the Highway 101 frontage. shall be considered an "exterior store elevation" or "store frontage" in terms of calculating the number of wall signs allowed per the Master Sign Program. Freestanding Signs Section 20.050 (A)(3) of the Sign Ordinance allows one freestanding sign not exceeding thirty feet in height and 200square feet in area in the site of a shopping center. A maximum height of ten feet from the bottom to the top of the sign face,is allowed, provided that all buildings are setback not less than thirty feet from the curb or street pavement edge on which the shopping center fronts. Shopping centers fronting on two or more public streets are allowed one. additional freestanding sign for each additional frontage. The Sign Ordinance allows, two • East Washington Place, 980 E.Washington Street;,1f-SPC-0779 Page 6 -' i :c. • freestanding signs for the project site based on its location wit .two street frontages (Highway 101 is not counted as a street frontage). The maximum allowable square footage for the freestanding signs pursuant to the Sign Ordinance is 250 square feet. The proposed Sign Program request a total of 11 freestanding signs including the "landmark" freeway oriented sign, three 15-foot tall monument signs, six 6-foot tall monument signs and the directory sign. As proposed the sign program exceeds the maximum allowable freestanding signs for a shopping center as outlined in the Sign Ordinance, however, this may be considered through the Master Sign Program request. Pursuant to Section 20.50(A)(3), one thirty foot tall freestanding sign with a 200 square foot sign area is permitted for a shopping center. The proposed''landmark sign" is 60-feet tall and 1,300 square feet in area, significantly larger than.allowed. As discussed above under freeway oriented signs, staff is recommending that the sign be reduced to no more than 30-feet in height - "- ----and-650-square-feet-in area to be more consistent with-the-direction-of-the recognizing the size and regional draw of the East.Washington Place.Center. Three of the proposed monument signs are,proposed along East Washington Street. Section 20.030(A) of the IZO specifies that all freestanding signs for properties with an East Washington Street frontage shall be a monument, low-profile style not to exceed five feet in height as measured from the dearest public sidewalk. The three signs on East Washington Street (SN-12) are all proposed to be 15-feet tall, in excess of the five'foot limitation. However, the East Washington Place Center is intended to be a'regional shopping and office center along a busy arterial just off Highway 101. In keeping with the intent of the Sign Ordinance to require smaller profile monument style signs on East Washington, but recognizing the type and location of the approved shopping center, staff recommends that the.height.of the proposed signs on'East Washington be reduced to 7'-6" and the overall size be reduced proportionally. This size of sign will be more in keeping with the pedestrian scale planned for along this important corridor, but also allow for adequate identification along the corridor._Additionally, as outlined in Condition.of Approval No 2, staff recommends that two instead of three, SN-12 monument signs be permitted, one at the northwest corner of the pool property and one at the northeast corner of East Washington Street - and Kenilworth Drive. Kenilworth Drive at this location will be a right in, right out only location for vehicle traffic. Six additional monument signs are proposed along Kenilworth Drive (SN-1'1) each approximately 25 square feet in area (totaling 150 square feet of sign area). The proposed monument signs are located at the four vehicular entry points to the center, with two proposed at the corner at Kenilworth Drive and Johnson Drive (north and south) and two proposed on each side of the southerninostdriveway entrance near building M6. To reduce the overall number of freestanding signs to be more consistent with the Sign Ordinance and reduce unnecessary visual clutter, the draft resolution includes the recommendation to reduce the freestanding signs along Kenilworth to a total of four, one at • East Washington Place, 980 E. Washington Street, 11-SPC-0779 Page 7 3 - '7 each vehicular access point. This would reduce the total amount of square footage for these • monuments signs (SN-11) from.150 square feet to 100 square feet in area. Directory Sign The proposed monument sign illustrated as SN-10` and located in the courtyard between buildings.S9 and S10 on the site plan is a directory sign. The proposed directory sign is 7'-6" in height and approximately 25 square feet in area The Sign Ordinance allows for one directory sign not exceeding twelve square feet in area to identify occupants of the upper floors in a multi-story building„(Section 20:050(B)(4). The proposed directory sign for the center does not strictly adhere'to the requirements to the sign ordinance in that it's not only for upper floor tenants. However, staff believes that the proposed;directory,sign is a needed aspect of the sign program to orient pedestrians: and the proposed height and size of the directory sign is compatible with the overall development and located in an interior courtyard,so as not to be visible from a roadway. Sign Area & Wall Signs Section 20.050(B) of the Sign Ordinance speaks to the permitted area of signing for all Commercial, Mixed Use, Business Park and Industrial zoning districts,,exclusive of shopping centers. Section 20.050(B)(5) more specifically pertains to shopping centers and states that the sign area for all uses in a shopping center shall be allotted with the following procedures: a. Multiply the number of businesses within the center by one hundred square feet to determine the total aggregate sign area. b. Subtract the area of the freestanding shopping center signs, if any The max imum•allowable •, area of the main free-standing sign shall not exceed two (200) hundred square feet, and other permitted free-standing signs shall,not exceed twenty-five (25) square feet. Multiply the number of businesses within the center by twenty (20) square feet (a sign area'constant available to each business in a shopping center to assure that businesses with very small floor area will have adequate sign area for identification) and subtract the result from the balance of the'',aggregate sign area c. Determine the total floor area for all businesses in the center, then determine what percentage each,store:represents"the total floor area. d. Use the floor area percentage ratio to determine the percentage of the balance of the sign area tobe allotted to each store, and add the "constant"twenty (20) square feet. Based,on the calculation above the total square footage of'floor area and the number of tenants the total sign area proposed in the sign program for the center is 3,089 square feet of sign area Exhibit "A" in the proposed sign program breaks down the allowable sign area per business/tenant space. Per Exhibit "A" of the Sign Program and per the calculations of the sign ordinance, the applicant is proposing. approximately 3,089 square feet of sign area which exceeds the 200 square foot allowed for signs or any combination of signs on a parcel (section 20.050 (B) (3). However,based omthe total square footage of the center and the number of,tenants in reviewing the available square..footage allotted to each business, the percentage for each tenant;space,is consistent with other sign program approvals: In addition, with the modifications as • East Washington Place, 980 E. Washington Street,:11-SPC-0779 Page 8 — recommended by staff(i.e, reduction in size and number ofnioriuments signs) the total square footage of signs for the center will be reduced:accordingly. The master sign program would allow letter heights for individual wall signs to vary in height from 2'-6" for the smallest tenants up to seven feet for the largest anchors and major tenants. Logo heights would be restricted to between three feet up to 12 feet. Wall signs would vary from 26 square feet for the smallest tenant space up to 865 square feet for Target, the largest anchor tenant. Other Signs The proposed Sign Program addresses the type of window graphics allowed, prohibited signs for the center, such as no cabinet "box" signs will be allowed.and tenants' responsibilities prior to installation of a sign as well as the type of lighting allowed for signage. All signs are to be reviewed and approved by the landlord for conformance with the guidelines and overall design quality-prior-to--the-approval-of-a-sign permit. Additional on and off site signs,and street markings required by the conditions of approval of the Vesting Tentative Map are being implemented through the Public Improvement Plan and Building Permit plan check process. Condition of Approval No. 6 requires that the Master Sign Program restate all the sign related conditions of approval to insure long term compliance. Below is a table to summarize the requirements of the City's Sign Ordinance, the request in the • proposed Master Sign Program and staffs recommendations. $ sis+`,.'`fr a°w, 'ri e, m, n ,. ','e an �,IZO,Chapter20 � ;, .„- :: roose =Siiii;Mgram V,, _,, Staf£?Recommenaan �. . ,._ Two freestanding signs for Eleven freestanding signs Eight freestanding signs shopping centers. The main sign shall be a max. One Landmark freestanding One 30 feet sign reduced to of 200' in area and 30' in pylon sign (60' in height and approximately 650 sq. ft. height. 1,320 sq ft in area). Directory sign with maximum One directory sign for the One directory sign as area of 12 square feet. center the sign (7'-6” in proposed. height and approx. 22.8 sq.ft. in area). Two reduced monument signs Freestanding signs on East Three 15-foot tall monument along East Washington Street Washington to be maximum 5 signs along East Washington with maximum height of 7'-5" feet tall. 'Street. and 42 square feet in sign area. One at the northwest corner of Johnson Drive, on the. pool property which will include signage for the swim center and the other on the • northeast corner of Kenilworth East Washington Place; 980 E. Washington Street, 11-SPC-0779 Page 9 39 5 Drive and E. Washington St. • Six monument signs on Kenilworth Drive (6'-0" in Four monuments signs on height and approx. 21.6 sq.ft: Kenilworth Drive at the in area) driveway entrances at 6'-0" in height and approx 25 sq. ft. in area). Freeway Facing Signs not Main freestanding sign signs Staff has conditioned that the permitted if facing freeway. on back/rear of buildings main freestanding sign be along 'freeway are oriented relocated to the south of towards the freeway. building M6 and directed so as to not be oriented towards the freeway. Additional -landscaping:including—trees- may be utilized. Staff has conditioned that no signs be allowed on the back/rear of buildings along the freeway. Wayfinding Signs • Resolution No. 2010-021 N.C.S., which approved the Vesting Tentative Map for East Washington Place conditioned thatthe proposed project be required to install wayfinding signs, which are consistent with the City's wayfinding standards. Per the condition, the signage into direct customers of the project to the Petaluma Historic District. The condition required that the signs should be installed on Johnson Drive, Kenilworth Drive, Lindberg.Lane, Lakeville Street and on East Washington Street. The condition requires that the signs be referred to the Planning Commission for consideration. The Vesting Tentative.Map approval also conditioned that project related signage be installed at locations on East Washington Street, Payran Street and Lindberg Lane to direct Project traffic to enter and exit East Washington Place by routes which do not enter the East D Street neighborhood. Attachment 2 is an Exhibit from the City Engineer, Curt Bates which illustrates the proposed locations for wayfmding.signs pursuant to the conditions of approval in Resolution No 2010- 021 N.C.S. The sign locations were determined by the City Engineer based on the condition of approval-and the amount of right-of-way in that location. Condition of Approval No. 2 has been included that the new wayfinding signage shall match the materials, dimensions, style and colors of the City's existing signage. • East Washington Place, 980 E.Washington Street, 11-SPC=0779 Page 10 - 10 • • • Swim Center Signage Conditions of approval for the Vesting Tentative Map also required that the Petaluma Swim Center be included on signage specifically on the sign on the northwest corner of the pool property or that reimbursement be required for any sign placement that is on pool property. The proposed sign program was reviewed by the Assistant City Manager; Scott Brodhum. Mr. Brodhum has indicated that the sign program as proposed is consistent with his preliminary review of the proposal and was how the condition was;originally.developed. The proposed sign program illustrates signs on the northwestiand northeast corners of the pool parcel. Each of the signs is identified on the sign program as;SN-12; a 15' high monument sign and that one of the sign panels would be for the signage,forthe swim center. Mr. Brodhum has indicated that the city would agree to either inclusion on one sign on the northwest corner with a ground lease on the northeast corner, or inclusion on both. Condition of Approval No. 2 allows for only one sign on the pool property: SITE-P--IRAN'AND--AREHI-T-ECT The City's Site Plan and Architectural Review (SPAR) procedures in Section 24.010 of the Implementing Zoning Ordinance (IZO) and associated SPAR Guidelines provide standards to achieve a satisfactory quality of design in the individual building and its site, appropriateness of the building to its intended use, and the harmony of the development within its surroundings. The project is subject to the provisions.of Chapter 24.010 — Site,Plan and,Architectural Review, of the IZO, including the standards in Section 24.010.G,which govern the scope of Commission review. Staff analysis is included in italics. • 1. The appropriate use. of quality materials and harmony and proportion of the overall design. The proposed sign program, as conditioned, will incorporate materials including stone veneer, stucco and metal accents that are in harmony and,compatible to the surrounding buildings and to the style and architecture of the center: The location of each of the proposed signs as conditioned is appropriate .to .the adjacent buildings on the neighboring properties and is appropriate to the buildings for the shopping center. The proposed signs, as conditioned, are in keeping--with surrounding buildings with regards to setbacks, height, and materials. 2. The architectural style should be appropriate for the project in question, and compatible with the overall character of the neighborhood. The proposed signs, as conditioned, are appropriate for the site and compatible with the adjacent commercial buildings. The design of the signs incorporates the same materials as the buildings including stucco, rock veneer and metal decorative elements. The sign design is compatible with the surrounding prOperties infithat the materials and colors used are understated and attractive as well as durable:and long-lasting. • 3. The siting of the structure on the property as compared to the siting of other structures in the immediate neighborhood. East Washington Place, 980 E. Washington Street, 11-SPC-0779 Page 11 • 3 - ll � t The siting of the proposed signs is appropriate for the site and for the surrounding area. •, The signs are located in such places as to not interfere with vision site triangles.at intersections. The sign placements are consistent with the location of signs on surrounding properties. 4.. The bulk, height, and color of the proposed structures as compared to the bulk, height, and color of other structures in the immediate neighborhood. The proposed signage will incorporate materials that are in harmony and:compatible to the surrounding buildings. The location of each of the proposed signs„as conditioned, is appropriate to the adjacent buildings on the neighboring properties in that no nearby buildings are located directly adjacent to the signs. The proposed signs are in keeping with the architecture of the surrounding buildings with regards to bulk, height, and color-in-that-the size,mater-ials-and-colors-of-the signs-arms milar-to what is fou d-in-the— immediate neighborhood. General Plan, The subject property is designated Mixed Use in the 2025 General Plan. The proposed,sign program, as conditioned, is consistent with the following'General Plan Guiding Principle and goals`and policies: Guiding Principle 9:Expand retail opportunities to meet residents' needs and promote the city's, fiscal health, while ensuring that new development is in keeping with Petaluma's. • character. The sign program, as conditioned, supports expanded retail opportunities in the community while balancing the protection of Petaluma's character by providing adequate business identification and without introducing oversized or too numerous signs within the project. Policy 2-P-5 Strengthen the visual and aesthetic character of major arteriahcorridors,through streetscape improvements:including use of planted medians,parking configuration, signage, and paving materials. The proposal provides for a program of signage elements along,East Washington Street which will strengthen the visual and aesthetic character of this major corridor. Policy 2-P-6 Create a strong sense of entry into the city at key locations, identified as Gateways. Each gateway should be considered individually with some requiring architectural and/or'landscape treatments and others more simply protecting/enhancing what already exits (e.g., cultural landscapes and ecological diversity)to provide a sense of transition or entry into.Petaluma_ • East Washington Place, 980 E.Washington Street,11-SPC=0779 Page 12 3 I2 East Washington Street, at the interchange with Highway .101 is one of the • gateways listed in the.2025 General Plan. Given,that the project is located at this gateway; the proposed sign program should be considered as part of the gateway element/surroundings. The East Washington Street corridor serves as the principal east/west connector and is one of the primary gateways into the community connecting the rural landscape with Petaluma's urban center. Goal 2-G-4 Washington Corridor;Encourage the evolution of land uses to create a corridor of mixed-use development. The project site is evolving from its previous use as a school to a new commercial center. The,development of the site with commercial uses including retail, restaurant and office uses contribute to the mix of uses along East Washington Street With the evolution of the site into a new commercial center, signage becomes anintegrral part of_the design of the center and creates a cohesive connection between the center and surrounding existing uses. Policy 2-P-23 Facilitate development patterns that provide an urban edge along East Washington Street, providing visual continuity and cohesiveness, and increased safety. The sign program, as conditioned, provides for the connection for the center to the surrounding and,existing uses in the vicinity. The sign program as proposed • . and conditioned provides for pedestrian scaled wayfnding signage to direct people to the downtown corridor. Together with-.landscaping and other frontage improvements, the sign program, as conditioned, helps to provide more of an edge along-the East Washington Street and Kenilworth Drive attracting pedestrians and vehicles into the center. The proposed sign program, will add to the visual character of a major arterial by providing a sign program that creates diversity and creativity while maintaining standards that achieve a consistent and quality sign program throughout the center. Policy 2-P-23E Ensure that development at the old Kenilworth Jr. High school site and any future redevelopment of the Fairgrounds property maintains a.public,;pedestrian, and active face along East Washington Street, and provides civic and ceremonial spaces with links to the Library and other uses. The sign program as proposed and conditioned provides for,wayftnding signage to direct people to the downtown corridor. The sign program, as conditioned, provides for the connection of the center to the surrounding area and existing uses in the vicinity. The sign program provides opportunities to direct people and vehicles-to and through the project site through the use of pedestrian scaled signs which aides in the creation of a public, pedestrian and active face along East Washington Street. • The sign program, as conditioned, will conform to the 2025.General Plan, Chapter 9: Economic Health & Sustainability. A,sign program for a center of this nature will help to foster economic East Washington Place, 980 E.Washington Street, 11-SPC-0779 Page 13 I 1 vitality, diversity and opportunity for the center and its businesses. The sign program will • provide a coordinated system to communicate information in a 'distinctive and aesthetically pleasing manner. The visual consistency that the standards create will minimize confusion and confirm an image of quality throughoutthe center that will attract people and businesses to the area and help to bring revenue into the local economy. The use of signage is an element of a project that if dote in an orderly and cohesive manner will help to attract and draw people to the center. The objective of a Master'Sign Program is to encourage signage that provides for unique identity for the center 'and its tenants while maintaining consistent design criteria integral to the architecture and image of the center. Staff is.recommending the proposed sign program to reduce the amount of signage proposed, reduce the:number of monument signs, reduce the ,size of the monument signs, as well as relocating the main,monument sign for the center which faces the freeway in order for the sign program4o-be-morerconsistent- ith the 702 CGeneral-Plan-polathes d cribed_4bov . PUBLIC COMMENTS On March], 2012 a public notice for the Planning Commission's consideration of the proposed Site Plan.&:Architectural Review was published in.the,Argus Courier and'.mailed to all property owners and occupants within 1,000 feet-of the subject property. At the.writing of the staff report no written,correspondence has been received. An Environmental Impact Report (EIR) was prepared. the East Washington Place Shopping Center, which assessed the environmental impacts of the shopping center project, and was certified by the Petaluma City Council in February of 2010 (Resolution No 2010-021A. No further environmental review is required for the proposed Master Sign Program.. " g ' ,t M1i0,$:07.400.7.S.3tl 'Atn Staff recommends that the Planning Commission conduct the required public hearing,and adopt a Resolution approving Site Plan and Architectural Review for Master Sign Program for the East Washington Place Shopping Center located at 980 East Washington Street (APNs: 007- 251-001, 007-031-001, 004 and 007-241-002) subject to the attached findings and conditions of approval (Attachment 1 and Exhibit A). • East Washington Place; 980 E. Washington Street; 11-SPC-0779 Page.14 Lir ■ . ATTACHMENTS Attachment 1: Planning Commission Resolution for the Master Sign Program Exhibit A—Conditions of Approval Attachment 2: Wayfinding Sign Location Exhibit Attachment 3: Proposed Master Sign Program • • East Washington Place, 980 E. Washington Street, 11-SPC-0779 Page 15 3 ... ATTACHMENT 1 RESOLUTION OF THE CITY OFPETALUMA PLANNING COMMISSION • APPROVING SITE PLAN AND ARCHITECTURAL REVIEW FOR A MASTER SIGN PROGRAM FOR THE EAST WASHINGTON PLACE CENTER LOCATED AT 980 EAST WASHINGTON:STREET APNs: 007-251-001,007-031-001,004 and 007-241-002 File No. 11-SPC-0779 WHEREAS, Shawn West of WSJ Electrical Display submitted an application for Site Plan and Architectural Review for a Master Sign Program for the East Washington Place Center located at:980 East Washington,Street; and WHEREAS, an Environmental Impact Report (EIR) was prepared the East Washington Place Shopping Center, which assessed the environmental impacts of the center project, and was certified by the Petaluma City Council in February of 2010 (Resolution No 2010-021A). No further environmental review is required for the proposed sign program. WHEREAS, the project as conditioned will conform to the intent, goals, and policies of the Petaluma 2025 General Plan. WHEREAS, on March 1, 2012, a Notice of Public Hearing was published in the Argus Courier and mailed to all residents and property owners within 1,000 feet of the project; and S WHEREAS, the project as conditioned,will not constitute a nuisance or be detrimental to the public welfare of the community because it will be operated in conformance with performance standards specified in the Uniform Building Code the Petaluma,Implementing Zoning Ordinance, and is consistent with the City of Petaluma General Plan 2025; and WHEREAS, the Planning Commission held a properly noticed:public'hearing on March 13, 2012, in accordance with the City of Petaluma Implementing Zoning Ordinance, Section 24.030. WHEREAS, as conditioned, the Master Sign Program conforms to the requirements of the Site Plan & Architectural Review Standards for.Review of Applications, Section 24.010 of the Implementing Zoning Ordinance. WHEREAS, as conditioned, the Master Sign Program meets the purpose and intent of Chapter 20 of the Implementing Zoning Ordinance. NOW THEREFORE, BE, IT RESOLVED that the Planning Commission hereby approves the Master Sign Program for the Project and authorizes construction of installation of signs for the East Washington Place Shopping Center in compliance with the approved sign program. 5' East Washington Place, 98-0 E.Washington,Street, 11-SPC-0779 Page 16 3- 16 1. The proposed;project, as conditioned, will not constitute a nuisance or be detrimental to the • public welfare of the community in that it will be operated in confoimance with the standards specified in the Uniform Building Code, the Petaluma Implementing Zoning Ordinance and is consistent with the City of Petaluma General Plan. 2. The project is consistent with the following goals, policies, and programs of the General Plan 2025: - Policy 2-P-5 Strengthen the visual and aesthetic character of major arterial corridors, through streetscape improvements:including use of planted medians, parking configuration, signage, and paving materials. The proposal provides for a program of unified signage elements along East Washington Street which will strengthen the visual and aesthetic character of this major corridor. Policy 2-P-6 Create a strong sense of entry into the city at key locations, identified as Gateways. Each gateway should be considered individually with some requiring architectural and/or landscape treatments and others more simply protecting/enhancing what already exits(e.g., cultural landscapes and ecological diversity) to provide a sense of transition or entry into Petaluma. East Washington Street, at the interchange with Highway 101 is one of the gateways listed in the 2025 General Plan. Given that the project,is located at this gateway, the proposed • sign program should be considered as part,of the gateway element/surroundings. The East Washington Street corridor serves as the principal east/west connector and is one of the primary gateways into the community connecting the rural landscape with Petaluma's urban center. Goal 2-0-4 Washington Corridor; Encourage the evolution of land uses to create a corridor of mixed-use development. The project site is evolving from its previous use as a school to a new commercial center. The development of the site with commercial uses including retail, restaurant and office uses contribute to the mix of uses along East Washington Street. With the evolution of the site into a new commercial center, signage becomes an integral part of the design of the center and creates a cohesive connection between the center and surrounding existing uses. Policy 2-P-23 Facilitate development patterns that provide an urban edge along East Washington Street, providing visual continuity and cohesiveness, and increased safety. • The sign program, as conditioned, provides for the connection for the center to the surrounding and existing uses in the vicinity. The .sign program as proposed and conditioned provides for pedestrian scaled wayfnding signage to direct people to the downtown corridor. Together with landscaping and other frontage improvements, the , 1114 sign program, as conditioned, helps to provide more of an edge along the East Washington Street frontage and Kenilworth Drive through the installation of high East Washington Place, 980 E. Washington Street, 11-SPC-0779 Page 17 3 - 17 quality signs, drawing pedestrians and vehicles into the center. The proposed sign program, will add to the visual character of a major arterial by providing a sign • progratn that creates diversity and creativity while maintaining standards that achieve a consistency and quality throughout the center. Policy 2-P-23E Ensure that development at the old Kenilworth Jr. High school site and any future redevelopment of the Fairgrounds property maintains a public, pedestrian, and;active,face along East Washington Street, and provides civic and ceremonial spaces with links to the Library and other uses. The sign program as proposed and conditioned provides for wayfinding signage to direct people-to the downtown corridor. The sign program, as conditioned, provides for the connection of the center to the surrounding area and existing uses in the vicinity. The sign program provides opportunities to direct people and vehicles to and through the project site through the use of pedestrian.scaled.signs'which aides in the creation of a-public,pedestrian and active face along East Washington Street. The sign program, as conditioned, will conform to the 2025 General.Platt, Chapter 9: Economic Health,&Sustainability, A sign program for a center of this nature will help. to foster economic vitality, diversity and opportunity for the center and,its. businesses. The sign program will provide a coordinated system to communicate' information in a distinctive and aesthetically pleasing manner. The visual consistency that the criteria create will minimize confusion and confirm an image of quality throughout the center that will attract people and businesses to the area and then help to bring revenue into the local economy. 3. The proposed project as conditioned, is consistent with Section Chapter 24:010 — Site Plan and Architectural Review, of the IZO, including the standards in Section 24.010.G, which:govern the scope of Commission review. The appropriate use of quality materials and harmony and proportion of the overall design. The proposed sign program, as conditioned, will incorporate materials including stucco, stone veneer'and metal accents that are in harmony and compatible to'the surrounding buildings and to the style and architecture' of the center. The location of each of the proposed signs as conditioned is appropriate to the adjacent buildings on the neighboring properties and is appropriate to,the buildings for the shopping center. The proposed signs, as conditioned, are in keeping with surrounding buildings with regards to setbacks, height, and materials. a. The architectural style should be appropriate for the project in question, and compatible with the overall character of the neighborhood. The proposed signs, as conditioned, are appropriate for the site andcompatible with the adjacent commercial buildings. The shopping center includes landscaping which will • East Washington Place, 980 E. Washington Street,"11-SPC-0779 Page 18 3 °IS• • enhance the project site as well as enhance the signage. The design of the signs • incorporates the same materials as the buildings including stucco, rock veneer and metal decorative elements. The sign design is compatible with the surrounding properties in that the materials and colors used are understated and attractive as well as durable and long-lasting. b. The siting of the structure on the property as compared to the siting of other structures in the immediate neighborhood. The siting of the proposed signs are appropriate for the site and for the surrounding area. The signs are located,in such places as to not interfere with vision site triangles at intersections. The sign placements are consistent with the location of signs on surrounding properties. c. The bulk, height, and color of the proposed structures as compared to the bulk, height, and color of other structures in the immediate neighborhood. The proposed signage will incorporate materials that are in harmony and compatible to the surrounding buildings. The location of each of the proposed signs, as conditioned, is appropriate to the adjacent buildings on the neighboring properties in that no nearby buildings are located directly adjacent to the signs. The proposed signs are in keeping with the architecture of the surrounding buildings with regards to bulk, height, and • color in that the size, materials and colors of the signs are similar to what is found in the immediate neighborhood • •. East Washington Place, 980 E. Washington Street, 11-SPC-0779 Page 19 Exhibit A . , • SPAR CONDITIONS Or APPROVAL FOR THE MASTER SIGN. EAST WASHINGTON PLACE CENTER 980 EAST WASHINGTON STREET APNs: 007-251-001, 007-031-001, 004 and 007-241-002 File No. 11-SPC-0779 From Planning Division:, 1. This Site Plan & Architectural Review authorizes the approval of a Master Sign Program for the East Washington Place retail/office center as shown in the approved sign program as 'modified by these Conditions of Approval adopted by the Planning Commission on March 13, 2012. 2. Plans submitted for'sign/building permit review shall be in substantial conformance with the sign program as conditioned, with the following modifications: • a. No business identification signs shall be permitted on the back/rear of the buildings (tenant spaces Ml, M2, S9, S10, M3, M4, M5 and M6) facing the freeway. b. A reduction in the number of monument signs along East Washington Street; • monument sign SN-12 shall be reduced from three (3) to two (2). One monument sign shall be permitted on the northeast corner of Kenilworth Drive and one will be permitted on the northeast corner of Johnson Drive on the property of the Petaluma Swim Center. Said sign on the northeast corner of Johnson Drive on the Petaluma Swim Center shall include signage for the swim center. Wording for the signage for the swim center shall be reviewed and approved by the Assistant City Manager. A ground lease, easement or other instrument, as determined by the City Attorney, to allow for erection of this sign on city property shall be prepared by the applicant and reviewed and approved by the City prior to installation of the sign. c. The main freestanding (Landmark) sign (SN-13) shall be reduced in height from sixty (60') feet to thirty (30') feet in height feet to conform to the sign ordinance height requirement and reduced in sign area to 650 sq. ft in area. Said sign shall be erected at the south end of the project site south of building M6. Said sign shall be designed and sited to be primarily visible from Kenilworth Drive and not the freeway. Additional landscaping may be utilized to accomplish this. A revised Master Sign Program illustrating these changes shall be reviewed and approved the Planning Manager prior to issuance of the first sign permit. • East Washington Place, 980 E. Washington Street, 11-SPC-0779 Page 20 3 -AC d. Monuments signs (SN-11) along Kenilworth Drive shall be reduced in numbers • from six (6) monument signs to four (4) signs. Said monument signs shall be erected at_each ofthe'driveway entrancesinto the center. e. Wayfinding signs shall match the materials, dimensions, style and colors of the City's existing wayfinding signage. Detailed shop drawings shall be submitted for review and approval prior issuance of the first sign permit under this Master Sign Program. The wayfinding signs shall be installed prior to final inspection/occupancy of the Target building. f. The sign program shall be revised to,include only one style of under canopy sign as part of the sign program, as signs of this type should be consistent and uniform for the center. g. All freestanding signs shall utilize push thru letters and have non-illuminated sign faces except for the business name and logo. h. No building elevation that faces the Highway 101 frontage shall be considered an "exterior store elevation" or "store frontage" in terms of calculating the number of wall signs allowed per the Master Sign Program. This requirement shall be stated within the Master Sign Program. The master sign program shall be modified to incorporate the above conditions, subject • to review and approval by the Planning Division, prior to submittal for the first sign permit. 3. The applicant shall apply for and obtain a building permit prior to installation of signs. 4. All exterior signs shall be equipped with photo-sensors to shut off illumination during the day and auto-dimmed during non-business, late night, early morning hours. 5. Business owners shall be advised in writing to not authorize construction of signs prior to receiving both.Property Owner and City approval. Signs fabricated prior to approval will not be approved for installation if not consistent with the approved master sign program. 6. Restate all sign related conditions of approval, including on-site and off-site signs, from the Site Plan and Architectural Review approval and Vesting Tentative Map for the subject property within the Master Sign Program to insure long-term compliance. 7. All work within the public right-of-way requires an encroachment permit from the Public Works department. 8. The applicant shall defend, indemnify and hold harmless the City and its officials, boards, commissions, agents, officers and employees ("Indemnitees") from any claim, • action or proceeding against Indemnitees to attack, set aside, void or annul any of the East Washington Place, 980 E. Washington Street,11-SPC-0779 Page 21 a - a6 approvals of the project. The applicant's,duty to defend, indemnify'and hold harmless in accordance with this condition shall apply to any and all claims, actions or proceedings • brought concerning the project, not just such claims, actions or proceedings brought within the time period provided for in applicable State and/or local statutes. The City shall promptly notify the subdivider of any such claim, action or proceeding,concerning the subdivision. The City shall cooperate fully in the defense. Nothing contained in this condition;shall prohibit the City from participating in the defense of any claim,action, or proceeding, and if the City chooses to do so, applicant shall reimburse City for attorneys' fees and costs incurred by the City. • • East'Washington.Place,980 E Washington Street,.11-SPC-0779 Page 22 3° as , • • • 0 3 i 1:.-1-' '''T`.::1,1 , • ■,o_e .4 IV ....-- - ,, ,04P-.-- : .1:7.... ,' 6.'4 l'iLT,.1".' .4 ; , i,„, .z_i s.„ 1.,--, •1 I' ti ,• .• ?pe . . . - _ •- • _ \ ,•,, ..." , ,,,,, ..,... • , •.`• \ ,. , --- --.1, -% 'N.. • 1/4.' -Tv; --,..,,tia-,. - i. -,e‘ s., `..411, Ni,r.. *1- •' "*p ,o/ .'44 . 3,4 ... .J:1,If:-,1.7e1; ....,,,,..,,....4 -, - st ` ' '(V' -.■; '' ".-- - \ - \ It. ' V •1 \;At.. -. ./...'1L- '..,-0 '''Ig4- . ;, " Ls''''-,' ' .'ci*TT'( , ,,' 1 !''"','''' ''.3',aka, '.,, ,,, ..4. , ..,..4,..".a..sl, CD '.' ..'..-• '' : '' 'i," ) '' , ‘ ' f,10!:','7.., 7i, 't-;lis .11, • :4'r.,? . r;;; V•4..,,r0•,,•i,f••N-1 IV /1 ' \, --- ' '. 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'2. --- akl.la A -- 11 Z ei'' m 40.14.., i) i cl‘ LA 'T- Z. r` •-z VI 4:1 ' • /414111V-5 t , I OJ 't�' t.7,:;,,:,i.• p ���1 2012 a DIVISION East Washington Place Petaluma, CA SIGN PROGRAM & GUIDELINES Revised 05/23/11 Revised 06/28/11 Revised 07/05/11 Revised 08/04/11 Revised 08/16/11 • Revised 10/11/11 (Submitted to the City of Petaluma) Revised 12/06/11 Revised 02/24/12 (Submitted for Planning Commission) "DRAFT" Until reviewed and approved by Regency Centers and City of Petaluma Issued Bv: Regency Petaluma, LW Arprvo a hi sphi,"nal!, Co at till 4 i;Pi 13/12- 44'414' 4411,e # Prepared By: • JSJ Electrical Display Corporation 167 Grobric Court, Fairfield, Ca 94534 (707) 747-5595 3 - act • • CONTENTS 1.0 Design Guide— Purpose 3 2.0 Design Specifications 2.1 General Construction Specifications 4 2.2 Electrical and Illumination 4 2.3 Installation and Removals 4 30 Genet di Sign Provisions 3.1 Center Identification Signs 3.1.1 Monument Sign(SN11-SN12) 5 3.1.2 Directory Sign (SN10) 5 3.1.3 Way Finding Sign (SN9) 5 3.1.4 Primary Landmark(SN13) 5 3.2 Tenant Signage • 3.2.1 Anchor Tenants(SN2-SN3) 3.2.2 Major Tenants(SN2-SN3) 5 3.2.3 Shop Tenants (SN2-5N3) 6 3.2.4 Restaurant/Single Pad (SN2-SN3) 6 3.3 Secondary/Under-canopy Signs(SN5) 6 3.4 Permanent Window Graphics(SN7) 7 3.5 Promotional Signs and Banners 7 4.0 Review and Responsibilities 4.1 Prohibited Signs/Banners 7 4.2 Tenant Responsibilities 8 5.0 Reference Information 5.1 Exhibit"A"Allowable Sign Area 9 5.2 Exhibit"B"Vision Triangle 12 • East Washington Place, Petaluma PaSof 8 as February 2012 j \ 1.0 Purpose • Signage is a crucial element for the identity of this project and the success of its merchants. The,purpose of this sign program is to ensure that the signage for East Washington Place is•presented with diversity and creativity while maintaining standards'that'achieve consistency and quality throughout the center. • The objectives are to encourage signage that provides for unique identity for the center and its Tenants while,maintaining consistent design criteria integral to the architecture and image. This criterion has been developed to establish certain necessary uniform requirements, while allowing opportunity for individual design configurations, which add interest and liveliness both during daylight hours and special lighting characteristics at night. The guidelines established for the East Washington Place retail/restaurant tenants will provide a coordinated sign system to communicate information in a distinctive and aesthetically pleasing manner. The visual consistency that this criterion creates will minimize confusion and confirm an image of quality, uniting all the individual establishments within East Washington Place. it shall be the responsibility of each tenant to submit (la's • • • • -• - • guideline to the Landlord for review and approval and the Loral governing entity of City of Petaluma (herein after referred to as'Petaluma') for approval and permit issuance prior to the installation of any signage. The use,of professional designers and/or sign companies to prepare these drawings is required. The guidelines and requirements for the submittal process is located in section 4.0"Submittals and Review". 2.0 Design Specifications/All Tenants All signs shall be reviewed by the Landlord for conformance with these guidelines and overall design quality. Approval or disapproval of sign submittals shall remain the right of the Landlord and/or the Local governing entity. The square footage of individually applied letters for primary tenant identification shall be measured by the height of the • letters times the length of each line of letters. The square footage of the signs with a background shall be measured to the outside perimeter of the sign, including the area of any voids within a simple bounding perimeter(rectangle). Sign content shall be limited to the Tenant's name and primary corporate graphic logo unless specifically provided for herein. The size, location, design, color, texture, lighting and materials of the sign shall in no way detract from the design of the shopping center and surrounding properties. All signs must be dimensional. Signs painted directly onto the building will not be allowed. Notwithstanding the following Sign Provisions, Tenants may utilize standard corporate logos and/or prototypical signage graphics, if used in a majority of the Tenant's stores, subject to approval of the Landlord and the Local governing entity. All signage on the building fascia, with exception of certain logo/graphics, shall be of.individual (reverse or open) channel . letters and illuminated with neon and/or LED lighting, halo lit channel'letters or pinned letters with external spot lighting. No cabinet signs will be allowed. Signage illumination shall not include flashing, moving or scintillating effects. In some situations it may be appropriate to include a designated colored background to accentuate the sign area and letter sets. In ic these situations we encourage various geometric shapes. Aesthetic benefits to architectural sign design elements begin with ,eJ•- ' creating designated sigh locations. We believe that these locations are enhanced in this manner versus simply only allowing 'ndividual letter forms attached to buildings surfaces. Fascia signs shall be located in the zones designated in the building elevation figures attached to these Guidelines. Signs may not come within.one(1) foot from the top, bottom or sides of this zone. In no case,may a sign extend beyond the roof parapet or adjacent building eave line. • East Washington Place, Petaluma Page 3Qf 8 t0 February 2012 3 S • 2.1 General Construction Specifications Signs must be constructed and installed to meet or exceed all applicable codes and Local governing entity requirements. All signs shall be constructed, permitted with the local governing entity, installed and maintained at the Tenant's expense. All exterior signs shall be secured by concealed fasteners; bolts, fasteners, clips, and conduits shall be hidden from public view. All building fascia signs shall be attached and mounted directly to the wall. All penetrations of the building structure required for sign installation shall be neatly sealed weatherproof and watertight. Color and finish of attachments and sealant shall match adjacent exterior finishes. Surfaces of all signage are intended to be flat without bulges, oil canning or other imperfections. 2.2 Electrical and Illumination .sand .,....r auo •tat-a d local -.• • • •• • • • •,' • •- �, ' - �IjOrat9(105-rCQU;;cir.eRv-mm--vpp„wm.-�.... codes. All components shall bear the U.L. label indicating approval, and be manufactured and installed by a U.L. certified company. All wiring, raceways, conductors,transformers, ballasts and other equipment shall be concealed from public view. Power for all Tenants'signs shall originate from Tenant's electrical service by their sign contractor or electrician. Tenants shall provide time clocks for use in conjunction with the electrical service and be responsible for all associated costs. • The illumination of all sign components shall be uniform in intensity over all the illuminated surfaces. • Illumination and electrical specifications must appear on all shop drawings submitted to the Landlord and the local governing entity for approval. The external illumination of all installed Tenant signs shall not exceed that which is approved by the Landlord during the submission process. There shall be no excessive glare of coloration from lighting on surrounding areas or on Tenant facades. 2.3 Installation and Removals All penetrations of any building structure or other component required for sign installations shall be neatly sealed and continuously maintained in waterproof and watertight condition. All contractors used by Tenants for installation, removal or maintenance of signage must be fully licensed to work in the locality where the property is located and shall carry workman's compensation and public liability insurance against all damage suffered or done to any and all persons and/or property while engaged in the construction, erection, removal or maintenance of signs. The Tenant's Sign Contractor must provide Landlord with certificates of-insurance prior to the commencement of any work. All methods of attachment to any building structure or other component must be detailed on shop drawings and be approved by the Landlord. Sign removals shall include the patching and repairing of the entire work area, plus the repainting of any"ghosted"areas as directed by the Landlord, in order to blend into,adjacent surfaces. Tenant's Sign Contractor shall repair any damage caused by his work. Damage to any building structure or other component that is not repaired by the Contractor shall become the Tenant's responsibility to correct. • East Washington Place, Petaluma Page 4 of 8 February 2012 '�� 3.0 General Sign Provisions • 3.1 Monument Signs 3.1.1 Monument Signs(ExhibitSN11-SN12) There will be a total of nine (9) internally illuminated double face monument signs located on the property. East Washington Place encourages tenants to use their standard letters and logos. The panel or space the tenant letters are mounted to shall remain constant and the color may not be changed. • There will be three(3)fifteen (15')tall multi-tenant monument displays with room for three (3)tenant panels which may be subdivided to provide for six (6)tenant panels.CP £lewr Lua.F Inn Stre4l- • There will be six(6)six(61 tall multi-tenant monument displays with room for two (2)tenant panels which may be subdivided to provide for four(4)tenant panels. Maw- KCr 'tjn)cr't1n DriV2 3.1.2 Direct�(txhibt SALO) There will be one (1) Center Directory display, 7-6"tall. 3.1.3 Way Finding (SN9) Way finding signs consistent with the City's Way Finding standards shall be installed directing customers of East Washington Place to the Petaluma Historic Downtown. The signage shall be installed at locations on Johnson.Drive, Kenilworth Drive, Lyndberg Lane, Lakeville Street and East Washington Street. 3.1.4 Primary Landmark(Exhibit SN13) • There will be one (1) 60' (OAH) internally illuminated freestanding multi-tenant pylon sign. The sign shall be installed adjacent to Highway 101 on the Northeast quadrant of the property. 3.2 Tenant Sianaoe(Exhibit SN2 and SN3) .East Washington Place.encourages the use of various letter styles and colors to achieve a unique and individual look. However, these signage guidelines limit the number of signs, sign sizes(including width)and overall letter heights. Notwithstanding the following,Specifc Provisions, Tenants may utilize standard corporate logos•and/or prototypical signage graphics, if used in a majority of Tenant's stores subject to approval of the Landlord and local governing entity. All tenant signage is subject to landlord approval. 3.2.1 Anchor Tenants Anchor tenants.are defined as tenants occupying 20,000 (or more) square feet of retail space. Anchor tenants are allowed one (1) sign per every exterior store elevation with a maximum of three (3) signs. Anchor Tenants will be allowed 1 square foot of signage area per lineal foot of frontage, not to exceed the maximum square footage of signage allowed per the Tenant Matrix. The letters'are to be either internally illuminated plex face channel letters or reverse pan-channel constructed with aluminum returns and as described in Section 2.2. Upon approval from the Landlord, additional exterior signage may be allowed for internal tenants; such as a bank, coffee or additional services such as a drive thru pharmacy. This exterior signage shall be included in the maximum signage square footage allowed per the tenant matrix. East Washington Place, Petaluma Page j 8 �� February 2012 ° l�l • 3.2.2 Major Tenants Major tenants are defined as tenants occupying,10,000 (or more) square feet of retail space. Major tenants are allowed one (1) sign per every exterior store elevation with a maximum of three (3) signs. Major Tenants will be allowed 1 square foot of signage area per lineal foot of frontage, not to exceed the maximum square footage of signage allowed per the Tenant Matrix. The letters are to be either internally illuminated plex face channel letters or reverse pan-channel constructed with aluminum returns and as described in Section 2.2. • Upon approval from the Landlord, additional exterior signage may be allowed for internal tenants, such as a bank, coffee or additional services such as a drive thru pharmacy. 3.2.3 Shop Tenants Shop tenants are defined as tenants occupying less than 9,999 square feet of retail space. Shop tenants are allowed one (1) sign perevery store frontage with a maximum of two (2) signs. They are allowed 1.5 square feet of signage per linear foot of shop frontage, not to exceed the maximum square footage of signage allowed per the Tenant Matrix. End-cap Tenants may have one additional sign for a total.of three(3). 3.2.4 Restaurant&Single Pad Building Tenants One (1) wall sign allowed per each business frontage facing,a street, pedestrian plaza and/or parking lot (maximum of 3). Maximum square footage of signage allowed is based on the total square footage occupied by each tenant per the Tenant Matrix. Tenant Matrix for Fascia/Canopy Signage • Tenant Square Footage Maximum Max 2 Lines of Max Logo Maximum Signage Size Letter Height copy Height Height Area* 0 to 4,999 S.F. 2'6" High 3'-0"High 3'-0"High Refer to Exhibit A 5,000 to 6,499 S.F. 3'-0" High 4"6"High 4'-6"High Refer to Exhibit A 6,500 to 9,499 S.F. 3'-6" High 5'-0"High 5'-0"High Refer to Exhibit A 9,500 to 14,999 S.F. 4'-0"High 6'-0"High 6'-0"High Refer to Exhibit A 14,500 to 23,999 S.F. 5'-0" High 7'-6"High 7-6"High Refer to Exhibit A 24,000 to 42,999 S.F. 6'-0" High 8'-0"High 8'-0"High Refer to Exhibit A 43,000 to 138,999 S.F. 7'-0" High 14'-8"High 12'-0"High Refer to Exhibit A See General Construction Specifications for measurement of signagei area,,including logos. National and regional tenants may utilize standard corporate sign.packages and/or prototypical signage graphics subject to approval of the Landlord and local governing entity. For signs with two (2) or more lines of copy, the combined height of the highest letter from each line shall not exceed the maximum allowable logo height as noted above. (Le. A 3,000 S.F. tenant with a sign with two (2) lines of copy; one line of copy may be at 2c0"high with the'other line of copy at 1c0"high) 3.3 Secondary/Under-canopy Skins (Exhibit SN5).. Tenants shall have the option, with the written permission of the landlord, of installing one (1) blade sign on a business frontage facing a street, pedestrian plaza and/or parking lot. This signage shall be included in the maximum signage square footage allowed per the tenant matrix(Exhibit A). Blade sign areas shall be limited to eight (8) square feet with.4'-0" maximum horizontal or vertical dimension. Maximum depth shall not exceed 6". Blade signs shall be fabricated using.one of the following and shall not be.installed without prior approval, in writing, by the • Landlord: a. Painted metal b. Natural metal finish c. Dimensional Letters East Washington Place, Petaluma Page 61 ^_ February 2012 r (�I �a+�z V) 3.4 Permanent Window Graphics (Exhibit SN7). • Permanent Window Graphics are those signs affixed to a storefront window and must receive Landlord approval prior to installation. A standard font format shall be used for the Permanent Window Graphics that indicates hours of'operation, suite orstreet address,open/closed and relevant information. Window graphics that are'applied to the surface of door or window glass using vinyl graphics in one of the following colors: gold, aluminum, and'silver, copper leaf or white. All tenants shall affix window graphics indicating suite or street address on at least one business storefront window, unless previously installed by Landlord. Maximum capital letter height for permanent identification letters'shall be'2"with the exception'for"open/closed"signs and suite/address identification which shall not exceed a 6"cap height. The aggregate square footage of all window graphics shall not exceed Fifteen Percent (15%) of the surface area of the window on which'it is placed. 3.5 Special Event/Temporary and/or Promotional.Skins and Banners "Grand Opening" pennants and/or banners shall be allowed for a period not exceeding 21 aggregate days per year, per City ordinance. • 4.0 Review and Responsibilities No signs shall,be fabricated or installed'unless the following approvals have been obtained. • Landlord Approval: Submit three (3)'complete sets of plans,to scale, showing the.sign elevation. This drawing must have all illumination details, materials, construction, fabrication methods and colors specified. At leasFone drawing of the sign must be in color. Also provide material and color samples if requested by the Landlord. The plans must also include a site plan indicating the location of the store within the Shopping Center, building elevation and theidimensioned location(s) of the signs on the building. Once these plans are stamped and approved by the Landlord, one set shall be retained by the landlord, one set-shall be the tenant's copy,and the last set shall be submitted to the local governing entity, by the tenant or their representative. If the plans submitted to the Landlord are not approved or require revisions, the Landlord will provide formal notification'to the tenant and will require re-submittal. Permit Process: All-signs are required to have a sign permit issued from the local governing entity. Four (4) sets of plans, including.the stamped and approved set from the Landlord, are to be submitted to the local governing entity or entities for approval. All illuminated signs require an electrical permit. 4.1 Prohibited Signs/Banners No flashing, moving or,scintillating light bulbs or effects are permitted. No cabinet"box"signs will be allowed. No window signs, other than the Permanent Window Graphics, will be allowed. These signs include neon signs, fiber optic/neon simulated plastic signs and border neon. The Landlord reserves the right to determine the acceptability of all signs. Noncompliant' signs are to be removed immediately upon notification by the Landlord. - • Promotional signs will not be allowed without written Landlord approval and must be in accordance with Local governing entity ordinances. East WastiingtonPlace, Petaluma Page 7 of - ?11 February 2012 vv ,�(,/ (' ! • • 4.2 Tenant Responsibilities Tenants shall be responsible for the fulfillment of all requirements of these Signage Guidelines and all applicable codes and ordinances. Each Tenant is responsible for the.cost of design, fabrication, installation, maintenance and electricity for its own sign(s). All permits required by the Local governing entity and associated fees, shall be obtained and paid for by the tenant or tenant's representative. Tenants are required to provide a copy of the permit and final sign off permit cards for the signage to the Landlord. Tenants shall be responsible for the immediate repair of neon, which is damaged or not.illuminating properly, and the proper maintenance of all tenant signs. Tenants shall be required to perform or cause to have performed such necessary action to correct or repair signage within 10 days of written.notice from Landlord. All sign contractors employed or retained by Tenant must carry Workmen's Compensation and Public Liability insurance providing coverage against damage suffered or done to any and all persons and/or property while engaged in the - - -- _.• ,prjate_by-_lescnr Tenants shall indemnify and hold harmless the Landlord and the Local governing entity from any damages that arise from the installation, maintenance or use of Tenant's signage. Upon the termination or conclusion of Tenant's lease, the Tenant is responsible at their sole cost for the removal of all signs. All signs must be removed within 30 days of the lease's termination. The storefront fascia shall be patched, touch-up painted and otherwise repaired to be returned to"like new"condition and as detailed in previous section of these guidelines. In the event that a sign item is not found in this Master Sign Program, the sign item shall default to the City's Current Sign Ordinance. * * * End of written Sign Program text* * * East Washington Place, Petaluma Page 8 of 3 r d p ' February 2012 . . , tr., - cc .- - 0 .r° • r. , cri a■ IN tY--, ° PI ? IS-1 S.L- Tr .S. ,--, in rn 0 fri rq NI NI lli) re;41 gl gl N. 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E-, YIfH II\ \\ \` f �y4 9or"lig • �..: $�1/4 � ;ill _ X1. �r a�_ r 44tatiotwif RESOLUTION OF THE CITY`OF PETALUMA PLANNING COMMISSION APPROVING SITE PLAN AND ARCHITECTURAL REVIEW FOR A MASTER SIGN PROGRAM FOR THE EAST WASHINGTON.PLACE CENTER LOCATED AT 980 EAST WASHINGTON STREET APNs: 007--251-001,007-031-001,004 and 007-241-002 File No. 11-SPC-0779 WHEREAS, Shawn West of WSJ Electrical Display submitted an application for Site Plan and Architectural Review for a.Master Sign Program for the East Washington Place Center located at 980 East Washington Street;and WHEREAS, an Environmental Impact Report (DR) was prepared the East Washington Place Shopping Center, which assessed the environmental impacts of the center project, and - -. . • . Luna.City-Eounei in10. (Resolution No 2010 02-1-A-). No further environmental review is required for the proposed sign program. WHEREAS, the project,as conditioned will conform to the intent, goals, and policies of the Petaluma 2025 General Plan. WHEREAS, on March 1, 2012, a Notice of Public:Hearing was published in the Argus Courier and mailed to all residents and property owners within 1,000 feet of the project; and • WHEREAS, the project as conditioned, will not constitute a nuisance or be detrimental to the public welfare of the,community because it will be operated in conformance with performance standards specified in the Uniform Building Code the Petaluma Implementing Zoning Ordinance, and is consistent with the City of Petaluma General Plan 2025; and WHEREAS, the Planning Commission held a properly noticed public hearing on March 13, 2012, in accordance with the City of Petaluma Implementing Zoning Ordinance, Section 24.030. WHEREAS, as conditioned, the Master Sign Program conforms to the requirements of the Site Plan & Architectural Review Standards for Review of Applications, Section 24.010 of the Implementing Zoning Ordinance. WHEREAS, as conditioned, the Master Sign Program meets the purpose and intent of Chapter 20 of the Implementing Zoning Ordinance. NOW THEREFORE, BE IT RESOLVED that the Planning Commission hereby approves the Master Sign Program for the Project and authorizes construction of installation of signs for the East Washington Place Shopping Center in compliance with the approved sign program. • s • 1. The proposed project, as conditioned, will not constitute a nuisance or be detrimental to the • public welfare of the community in that it will be operated in conformance with the standards specified in the Uniform Building Code, the Petaluma Implementing Zoning Ordinance and is consistent with the City of Petaluma General Plan. 2. The project is consistent with the following goals, policies, and programs of the General Plan 2025: Policy 2-P-5 Strengthen the visual and aesthetic character of major arterial comdors, through streetscape improvements including use of planted medians,parking configuration, signage, and paving materials. The proposal provides for a program;of unified signage elements along-East.Washington Street which will'strengthen the visual and aesthetic character of this major corridor. Policy 2-P-6 Create a strong sense of entry into the city at key locations; identified as Gateways. Each gateway should be considered individually with some requiring architectural and/or landscape treatments and others more simply protecting/enhancing what already exits(e.g., cultural landscapes and ecological diversity)to provide'a sense of transition or entry into Petaluma. East Washington Street, at the,interchange with Highway 101 is one of thegateways listed in the 2025 General Plan. Given that the project is located at this gateway, the proposed sign program should be considered as part of the gateway element/surroundings. The •, East Washington Street corridor serves as the principal east/west connector and is one of the primarygateways into the community connecting the rural landscape witivPetaluma's urban center. Goal 2-0-4 Washington Corridor; Encourage the evolution of land uses to create a corridor of mixed-use development. The project site is evolving from its previous use as a school to a new commercial center. The development of the site with commercial uses including retail, restaurant and office uses contribute to the mix of uses along East Washington Street. With the evolution of the site into a new commercial center, signage becomes an integral part of the design of the center and creates a cohesive connection between the center and surrounding existing uses. Policy 2-P-23 Facilitate development patterns that provide an urban 'edge along East Washington Street,providing visual continuity and cohesiveness, and increased safety. The sign program, as conditioned, provides for, the connection for the center to the surrounding and existing uses in the vicinity. The sign program as proposed and conditioned provides for pedestrian scaled wayfinding signage to direct people to the downtown corridor. Together with landscaping and other frontage improvements, the sign program, as conditioned, helps to provide more of an edge along the East Washington Street frontage and Kenilworth Drive through the installation of high •' if 00 200, n 7 • • quality signs, drawing,pedestrians and vehicles into the center. The proposed sign program, will add to the visual character of a major arterial by providing a sign program that creates diversity and creativity while maintaining standards that achieve a consistency and quality throughout the center. Policy 2-P-23E Ensure that development at the old Kenilworth Jr. High school site and any future redevelopment of the Fairgrounds property maintains a.public; pedestrian, and active face along East Washington Street; and provides civic and ceremonial spaces with links to the Library and other uses. The sign program as proposed and conditioned provides for wayfinding signage to direct people to,the downtown corridor. The sign program, as conditioned, provides for the connection of the center to the surrounding area and existing uses in the vicinity. The sign program provides opportunities to direct people and vehicles to and through the pi uject sit- ,:;: - ; , - .. ich-aides-in the creation of a public,pedestrian and active face along East Washington Street. The sign program, as conditioned, will conform to the 2025 General Plan, Chapter 9: Economic Health & Sustainability. A sign program for a center of this nature will help to foster economic vitality, diversity and opportunity for the center and its businesses. The sign program will provide a coordinated system to communicate information in a distinctive and aesthetically pleasing manner. The visual consistency that the criteria • create will minimize confusion and confirm an, image of quality throughout the center that will attract people and businesses to the area and then help to bring revenue into the local economy. 3. The proposed project as conditioned, is consistent with Section Chapter 24.010 — Site Plan and Architectural Review, of the IZO, including the standards in Section 24.010.G, which govern the scope of Commission review. The appropriate use of quality materials and harmony and proportion of the overall design. The proposed sign program, as conditioned, will incorporate materials including stucco, stone veneer and metal accents that are in harmony and compatible to the surrounding buildings and to the style and architecture of the center. The location of each of the proposed signs as conditioned is appropriate, to the adjacent buildings on the neighboring properties and is appropriate.to the buildings for the shopping center. The proposed signs, as conditioned, are in keeping with surrounding buildings with regards to setbacks, height, and materials. a. The architectural style should be appropriate for the project in question, and compatible with the overall character of the neighborhood. The proposed signs, as conditioned, are appropriate for the site and compatible with the • adjacent commercial buildings. The shopping center includes landscaping which will A enhance the project site as well as enhance the signage. The design of the signs • incorporates the same materials as the buildings including stucco, rock veneer and metal decorative elements. The sign design is compatible with the surrounding properties in that the materials and colors used are understated and attractive as well as durable and long-lasting. b. The siting of the structure on the property as compared to the siting of other structures in the immediate neighborhood. The siting of the proposed signs are appropriate for the site and for the surrounding. area. The signs are located in such places as to not interfere with vision site triangles at intersections. The sign placements are consistent with the location of signs on surrounding properties. . - .. P, - L , :U. et : • • •••- • . .• II - • e height, and color of other structures in the immediate neighborhood. . The proposed signage will incorporate materials that are in harmony and compatible to the.surrounding buildings. The location of each of the proposed signs, as conditioned, is appropriate to the adjacent buildings on the neighboring properties in that no nearby buildings are located directly adjacent to the signs. The proposed signs are 'in keeping with the architecture of the surrounding buildings with regards to bulk height, and color in that the size, materials and colors of the signs are similar to what is found in the • immediate neighborhood. 4 Lf ExhibitA 'SPAR CONDITIONS OF APPROVAL FOR THE xMASTER{SIGN PROGRAM'1 EAST WASHINGTON PLACE CENTER 980 EAST WASHINGTON STREET APNs: 007-251-001, 007-031-001, 004 and 007-241-002 File No. 11-SPC-0779 From Planning Division: 1. This Site Plan & Architectural Review authorizes the approval of a Master Sign Program for the East Washington Place retail/office center as shown in the approved sign program as modified by these Conditions of Approval adopted by the Planning Commission on March 13, 2012. 2. Plans submitted for sign/building permit review shall be in substantial conformance with the sign program as conditioned, with the following modifications: a. No business identification signs shall be permitted on the back/rear of the buildings (tenant. spaces Ml, M2, S9, S10, M3, M4, M5 and M6) facing the freeway. The southernmost side of Building M6 is not considered the • "back/rear" of that building. b. The following monument signs are allowed along East Washington Street: (1) One 15 foot tall monument sign (SN-12) on the southwest corner of Kenilworth Drive,and East Washington Street. (2) One five foot tall monument sign identifying only the Petaluma Swim Center located approximately midblock of the Swim Center ,property; design and wording for this sign shall be approved by the Assistant City Manager, and the sign shall,be donated to the City at no cost. (3) One five foot tall monument sign on,the southeast corner of Johnson Drive and East Washington Street, on the property of the.Petaluma Swim Center. This sign shall be the same design as the SN-11 sign proposed by applicant but reduced in height to five feet and approximately 12:5 s.f. in area per sign face. No additional freestanding signs for the ,project are allowed on the East Washington Street frontage of the projector Swim Center property. A ground lease,, easement or other instrument determined sufficient by the City Attorney to permit erection of signs #2.b(l) and #2.b(3) above on public property shall be prepared by the applicant and reviewed and approved by the City prior to installation of said signs. • c. The main freestanding (Landmark).sign.(SN=13).,shall be reduced in height from sixty (60') feet to thirty (30') feet in height feet to conform to the sign ordinance � . S r • height requirement and reduced in sign area to 325 sq. ft in area per sign face. • Said sign shall be erected to the north of the driveway that is immediately north of building M6. Said sign shall be designed and sited to be primarily visible from Kenilworth Drive and not the freeway. Additional landscaping may be utilized to accomplish this. A revised Master Sign Program illustrating these changes shall be reviewed and approved by the Planning. Manager prior to issuance of the first sign permit. d. The following monument signs (SN-11) are allowed along Kenilworth Drive, each to be six feet tall with approximately 12.5 square feet in sign area per sign face: One at the project driveway entrance at the intersection of.Johnson Drive and Kenilworth Drive, and one each at the north and south sides of the central project driveway entrance on Kenilworth Drive. No monument'signs (SN-11) shall be placed at the driveway entrance to the pro.- . . : . : - , of the 30' tall Landmark sign(S-13). e. Wayfinding signs shall match the materials, dimensions, style and colors of the City's existing'wayfinding signage. Detailed shop drawings shall be submitted' for review and approval prior issuance of the first sign permit under this Master Sign Program. The wayfinding signs shall be installed prior to 'final inspection/occupancy of the Target building. f. The sign program shall be revised to include only one style of under canopy sign as part of the sign program, as signs of this type should be consistent and uniform-for the center. g. All freestanding signs shall utilize push thru letters and have,non-illuminated sign faces except for the business name and logo. h. No building;elevation that faces the Highway 101 frontage shall be considered an "exterior store elevation" or "store frontage" in terms of calculating the number of wall signs allowed per the Master Sign Program. This requirement shall be stated within the Master Sign Program. The ,Master Sign Program shall be modified to incorporate the above conditions Conditions 4 through Condition 6 below, and shall be subject to review and approval by the Planning Division,prior to for the first sign permit. 3. The applicant shall apply for and obtain a building permit prior to installation of signs. 4. All exterior signs shall be equipped with photo-sensors to shut off illumination during the day and auto-dimmed'during`non-business, late night, early morning hours. 5. Business owners.shall be advised in writing to not authorize construction of signs prior to receiving;both Property Owner and City approval. Signs fabricated prior to approval • 4 - A • will not be approved for installation if not consistent with the approved Master Sign Program. 6. Restate all sign related conditions of approval, including on-site and off-site signs, from the Site Plan and Architectural Review approval and Vesting Tentative Map for the subject property within the Master Sign Program to insure long-term compliance. The Vesting Tentative Map conditions include Conditions #33, 34, 84 and 100 through 105. 7. All work within the public right-of-way requires an encroachment permit from the Public Works department. 8. The applicant shall defend, indemnify and hold harmless the. City and its officials, boards, commissions, agents, officers and employees ("Indemnitees") from any claim, action or proceeding against Indemnitees to attack, set aside, void or annul any of the : : .; - ; :- : -' : :ea ' . ^.- ::' - -d, indemnify and hold harmless in accordance with this condition shall apply to any and all claims, actions or proceedings brought concerning the project, not just such claims, actions or proceedings brought within the time period provided for in applicable State and/or local statutes. The City shall promptly notify the subdivider of any such claim, action or proceeding concerning. the subdivision. The.City shall cooperate fully in the defense. Nothing contained in this condition shall prohibit the City from participating in the defense of any claim, action, or proceeding, and if the City chooses to do so, applicant shall reimburse City for attorneys' • fees and costs incurred by the City. • 4 ° 7 ADOPTED this 13th day of March, 2012, by the following vote: • Committee Member ''° Aye No i' Absent Abstain Abercrombie X Elias X Herries X Chair Johansen X Kearney X Vice.Chair Pierre X • Wolpert X Curtis Johansen, Chair ATTEST: APPROVED AS TO FORM: • Geoff I. Bradley, AICP, Committee Secretary Leslie Thomsen, Assistant City Attorney • • • • i 1 T C/7 S 4=1-J a Z Co', T T -I �d ,�,� t E Cofi . .. u... 111:51i „,..,"" "A T ; 11 ; -' .r a .=..=� ----g m 0' ` Q V a a r 0 YV o awn .p oa O O . 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O t al '0 rp II: RECEIVES 4 Ry sft APR 12 2012 ;h ` ,- PLANNING DIVISION At: AAA East Washington Place Petaluma, CA SIGN PROGRAM & GUIDELINES Revised 05/23/11 Revised 06/28/11 Revised 07/05/11 Revised 08/04/11 • Revised 08/16/11 Revised 10/11/11 (Submitted to the City of Petaluma) Revised 12/06/11 Revised 02/24/12 (Submitted for Planning Commission) Revised 04/11/12 (After Planning Commission-Pnor to City Couna/Appeal) Issued By: Regency Petaluma, LLC a Prepared By: • JSl Electrical Display Corporation 167 GrobricCourt, Fairfield, Ca 94534 (707) 747-5595 �e ' • CONTENTS 1.0 Design Guide—Purpose 3 2.0 Design Specifications 2.1 General Construction Specifications 4 2.2 Electrical and Illumination 4 2.3 Installation and=Removals 4 3.0 General Sign Provisions 3.1 Center Identification Signs. 3.1.1 Monument Sign (SN11-SN12) 5 3.1.2 Directon/Sign.(SN10) 5 3.1.3 Way Finding Sign (SN9) 5 3.1.4 Primary Landmark(51\113) 5 3.2 Tenant Signage • 3.2.1 Anchor Tenants(SN2-SN3) 3.2.2 Major Tenants(SN2-SN3) 5 3.2.3 Shop Tenants (SN2=SN3) 6 3.2.4 Restaurant/Single Pad(SN2-SN3) 6 3.2.5 Office Tenants 6 3.3 Secondary/Under-canopy Signs(SN5) 6 3.4 Permanent Window Graphics(SN7) 7 3.5 Promotional Signs and Banners 7 4.0 Review and Responsibilities 4.1 Prohibited Signs/Banners 7 4.2 Tenant Responsibilities 8 5.0 Reference Information 5.1 Exhibit"A"Allowable Sign Area 9 5.2 Exhibit"B"Vision Triangle 12 • East Washington Place, Petaluma Paget of 8 April 2012 0 • 1.0 Purpose Signage is a crucial element for the identity of this project and the success of its merchants. The purpose of this sign program is to ensure that the signage for East Washington Place is presented with diversity and creativity while maintaining standards that achieve consistency and quality throughout the center. The objectives are to encourage signage that provides for unique identity for the center and its Tenants while.maintaining consistent design criteria integral to the architecture and image. This criterion has been developed to establish certain necessary uniform requirements, while allowing opportunity for individual design configurations, which add interest and liveliness both during daylight hours and special lighting characteristics at night. The guidelines established for the East Washington Place retail/restaurant tenants will provide a coordinated sign system to communicate information in a distinctive and aesthetically pleasing manner. The visual consistency that this criterion creates will minimize confusion and confirm an image of quality, uniting all the individual establishments within East Washington Place. It shall be the responsibility of each tenant to submit design drawings of their proposed signage that complies with this guideline to the Landlord for review and approval and the.Local;governingentity of City of.Petaluma (herein after referred to as"Petaluma") for approval and permit issuance prior to installation of anysignage. The use of professional designers and/or sign companies to prepare these drawings is required. The guidelines and requirements for the submittal process is located in section 4.0"Submittals and Review". 2.0 Design Specifications/All Tenants All signs shall be reviewed by the Landlord for conformance with these guidelines and overall design quality. Approval or *disapproval of sign submittals shall remain the right of the Landlord and/or the Local governing entity. The square footage of individually applied letters for primary tenant identification shall be measured by the height of the letters times the length of each line of letters. The square footage of the signs with a background shall be measured to the outside perimeter of the sign, including the area of any voids within a simple bounding perimeter(rectangle). Sign content shall be limited to the Tenant's name and primary corporate graphic logo unless specifically provided for herein. The size, location, design, color; texture, lighting and materials of the.sign shall in,no way detract from the design of the shopping center and surrounding properties. All signs must be dimensional. Signs painted directly onto the building will not be allowed. Notwithstanding the following Sign Provisions, Tenants may utilize standard corporate logos and/or prototypical signage graphics, if used in a majority of the Tenant's stores, subject to approval of the Landlord and the Local governing entity. All signage on the.building fascia, with exception of certain logo/graphics, shall be of individual (reverse or open) channel letters and illuminated with neon and/or LED lighting,halo lit channel letters or pinned letters with external spot lighting. No cabinet signs will be allowed. Signage illumination shall not include flashing, moving or scintillating effects. In some situations it may appropriate to include a designated colored background to accentuate the sign area and letter sets. In these situations we encourage various geometric shapes. Aesthetic benefits toarchitecturalsign design elements begin with creating designated sign locations, We believe that these locations are enhanced in this manner versus simply only allowing individual letter forms attached to buildings surfaces. Fascia signs shall be located in the zones designated in the building elevation figures attached to these Guidelines. Signs may notcome within one(1)foot from the top,bottom or sides of this zone. In no case may a sign extend beyond the roof parapet or adjacent building eave line.. East Washington Place, Petaluma Page 3 of 8 April 2012 5 de 3 41112.1 General Construction Specifications Signs must be constructed:and installed to meet or exceed all:applicable codes and Local governing entity requirements. All signs shall be constructed, permitted with the local governing entity, installed and maintained at the Tenant's expense. . All exterior signs shall be secured by concealed fasteners; bolts, fasteners, clips, and conduits shall be hidden from public view. All building fascia signs shall be attached and mounted directly to the wall.All penetrations of the building structure required for sign installation shall be neatly sealed weatherproof and watertight. Colorand1finish of attachments and sealant shall match adjacent exterior finishes. Surfaces of all signage are intended to be flat without bulges, oil canning or other.imperfections. 2.2 Electrical and Illumination Fabrication and installation shall comply. with all Underwriters Laboratories requirements and applicable state and local codes. All components shall bear the U.L. label indicating approval, and be manufactured and installed by a U.L. certified company. All wiring, raceways, conductors, transformers, ballasts and other equipment shall be concealed from public view. Power for all Tenants'signs shall originate from Tenant's electrical service by their sign contractor or electrician. Tenants shall provide time clocks for use in conjunction with the electrical service and be responsible'for all associated costs. The illumination of all sign components shall be uniform in intensity over all the illuminated surfaces. •Illumination and electrical specifications must appear on all shop drawings submitted to the Landlord and the local governing 'entity for approval. The external illumination of all installed Tenant signs shall not exceed that which is approved by the Landlord during the submission process. There shall be no excessive glare or coloration from lighting on surrounding areas or on Tenant facades. 2.3 Installation and Removals ' All penetrations of any building structure or other component required for sign installations shall be neatly sealed and continuously maintained in waterproof and watertight condition. All contractors used by Tenants for installation, removal or maintenance of signage must be fully licensed to work in the locality where the property is located and shall carry workman's compensation and public liability insurance against all damage suffered or done to any and all persons and/or property while engaged in the construction, erection, removal or maintenance of signs. The Tenant's Sign Contractor must provide Landlord with certificates of insurance prior to the commencement of any work. All methods of attachment to any building structure or other component must be detailed on shop drawings and be approved by the Landlord. Sign removals shall includethe patching and repairing of the entire work area, plus the repainting of any"ghosted"areas as directed by the Landlord, in order to blend'into adjacent surfaces. Tenant's Sign Contractor shall repair any damage caused by his work. Damage to any building structure or other component that is not repaired by the Contractor shall become the Tenant's responsibility to correct. East Washington Place, Petaluma Page 4 of 8 April 2012 Y®®®® d 03.0 General Sign Provisions 3.1 Monument Skins 3.1.1 Monument Signs(Exhibit SN11-SN12) There will be a total of six(6) internally illuminated double face monument signs located on the property. East Washington Place encourages tenants to use their standard letters and logos. The panel or space the tenant letters are mounted to shall remain constant and the color may not be changed. • There will be one(1) fifteen (15')tall multi-tenant monument displays.with room for six (6)tenant panels which may be subdivided to provide for twelve (12)tenant panels. • There will be four(4)five(5')tall multi-tenant monument displays with room for two (2)tenant panels which may be subdivided to provide forifour(4)tenant panels. 3.1.2 Directory (ExhibitSN10) There will be one(1) Center Directory display, 7'.:6"tall. 3.1.3 Way Finding (SN9) Way finding signs consistent with the City's Way Finding standards shall be.installed directing customers of East Washington Place to the Petaluma Historic Downtown. The signage shall be installed'at'locations on Johnson Drive, Kenilworth Drive, Lyndberg Lane, Lakeville Street and East Washington Street. • 3.1.4 Primary Landmark(Exhibit SN13) There will be one (1) 30' (OAH) internally illuminated freestanding multi-tenant pylon sign. The sign shall be installed adjacent to Kenilworth Drive on the North side of the.main entrance to the property. 3.2 Tenant Signade (Exhibit SN2, SN3 and SN14I East Washington Place encourages the use of various letter styles and colors to achieve a unique and individual look. However, these signage guidelines limit the number of signs, sign sizes(including width) and overall letter heights. Notwithstanding the following Specific.Provisions,Tenants may utiliie;standard'corporate logos and/or prototypical signage graphics, if used in a majority of Tenant's storesaubject to approval of the Landlord and local governing'entity. All tenant signage is subject to landlord,approval. 3.2.1 Anchor Tenants Anchor tenants are defined as tenants occupying 20,000 (or more) square feet of retail space. Anchor tenants are allowed one (1) sign•per every exterioi store elevation with a maximum of three (3) signs. Anchor Tenants will be allowed 1 square foot of signage area per lineal foot of frontage, not to,exceed the maximum square footage of signage allowed per the Tenant Matrix. The letters are to be either internally illuminated plex face channel letters or reverse pan-channel constructed with aluminum returns and as described in..Section 2.2. Upon approval from the Landlord, additional exterior signage may be allowed for internal tenants, such as a bank, coffee or additional services such as a drive thru pharmacy. This exterior signage shall be included in the maximum signage square footage allowed per the tenant matrix. • East Washington Place, Petaluma Page 5 of 8 April 2012 r • k • •3.2.2 Major Tenants Major tenants are defined as`tenants occupying.1.0,000 (or more) square feet of'retail space. Major tenants are allowed one (1) sign per every exterior store elevation'with'a maximum of three (3) signs Major Tenants will be•allowed 1 square foot of signage area per lineal foot of frontage, not to exceed the maximum square footage of signage allowed per the Tenant Matrix. The letters are to be either internally illuminated plex face channel letters or reverse pan-channel constructed with aluminum returns and as described in Section 2.2. Upon approval from the Landlord, additional exterior signage may be allowed-for internal tenants, such as a bank, coffee or additional services such as a'drive thru pharmacy. 3.2.3 Shop Tenants Shop tenants are defined as tenants occupying less than 9,999 square feet of retail space. Shop tenants are allowed one (1) sign per every store frontage with a maximum of two (2) signs. They are allowed 1.5 square feet of signage per linear foot of shop frontage, not to exceed the maximum square footage of signage allowed per the Tenant Matrix. End-cap Tenants may have one additional sign,fora total of three(3). 3.2.4 Restaurant&Single Pad Building`Tenants One (1) wall sign allowed per each business•frontage facing a.street, pedestrian plaza and/or parking lot (maximum of 3). Maximum square footage of signage allowed is based on the total square footage occupied by each tenant per the Tenant Matrix. Tenant Matrix for Fascia/CanopySignage Tenant Square Footage Maximum Max 2 Lines of Max,Logo Maximum Signage Size Letter Height copy Height Height Area* • 0 to 4,999 S.F. 2'16"High 3'-0"High 3'-0"High Refer to Exhibit A 5,000 to 6,499 S.F. 31-0"'High 4c6"High 4'-6"High Refer to Exhibit A 6,500 to 9,499'S.F. 3'-6"High 5'-0"High 5'-0"High Refer to Exhibit A 9,500 to 14,999 S.F. 4'-0"High 6'-0"High 6'-0"High Refer to Exhibit A 14,500 to 23,999 S.F. 5'-0"High 7'-6"High 7-6".High Refer to Exhibit A 24,000 to 42,999 S.F. 6'-0"High 8'-0"High 8'-0"High Refer to Exhibit A 43,000 to 138,999 S.F. 7-0"High 14'-8"High 12'-0"High Refer to Exhibit A See General Construction Specifications for measurement of signage area, including logos. National and regional tenants may utilize standard corporate sign packages and/or prototypical signage graphics subject to approval of the Landlord and local governing entity. For signs with two (2) or more lines of.copy, the combined height of the,highestietter from'each line shall not exceed the maximum allowable logo height:as noted above. (i.e. A 3,000 S.F. tenant with a sign with two (2) lines of copy; one line of copy may be at 2'-0"high with the other line of copy at1'-0"high) 3.2.5 Office Tenants One (1) wall sign is allowed per office tenant, not to exceed 24"in height and one line of copy. 3.3 Secondary/Under-canopySigns (Exhibit SN5) Tenants shall have the option, with the written permission of the landlord, of installing one (1) blade sign on a business frontage facing a street, pedestrian plaza and/or parking lot. This signage shall be included in the maximum signage square footage allowed per the'tenant matrix(Exhibit A). Blade sign areas shall be limited to eight (8) square feet with 4'-0" maximum horizontal or vertical dimension. Maximum depth shall not exceed 6". Blade signs shall be fabricated using one of the following and shall not be.installed without prior approval, in writing, by the •Landlord: a. Painted metal • b. Natural metal finish c. Dimensional Letters East Washington Place, Petaluma Page 6 of 8 April 2012 t. ,. , . tti .. ,. ,t,..,,i , 3.4 Permanent.WindowGraphics (ExhibitSN7.1 Permanent Window Graphics are those signs affixed to a storefront window and must receive Landlord approval prior to installation. A standard font format shall be used for the Permanent Window Graphics that.indicates hours of operation, suite or street address, open/closed and relevant information. Window graphics that are appliedtothesurface of door or window glass using'vinyl graphics in one of the following colors: gold, aluminum, and silver, copper.leaf or white. All tenants shall affix window graphics indicating suite or street address on at least one business storefront window, unless previously installed by Landlord. Maximum capital letter height for permanent identification letters shall be-2"with the exception for"open/closed"signs and suite/address identification which shall not exceed a 6"cap height. The aggregate square footage of all window graphics shall not exceed Fifteen Percent (1S%) of the surface area of the window on which it is placed. 3.5 Special Event/Temporary and/'or.Promotional Skins and:Banners "Grand Opening"pennants and/or banners shall be allowed for a period not exceeding 21 aggregate days per year, per City ordinance. 4.0 Review and Responsibilities No signs shall be fabricated or installed unless the following approvals have been obtained. Landlord Approval: Submit three(3) complete sets of plans/to scale,showing the sign elevation. This'drawing must have all illumination details, materials, construction, fabrication methods and colors specified. At least one drawing of the sign must be in color. Also provide material and color samples if requested bythe Landlord. The plans mustalso include a site plan indicating the location of the store within the Shopping Center,building.elevation and'the dimensioned location(s) of the signs on the building. Once these plans are stamped and approved by the Landlord, one setshall be retained by the landlord, one set shall be the tenant's copy, and the last set shall be submitted to the local governing entity, by the tenant or their representative. If the plans submitted to the Landlord are not approved or require revisions, the Landlord will provide formal notification to the tenant and will require re-submittal. Permit Process: All signs are required to have a sign permit.issued from the local governing entity. Four(4) sets of plans, including the stamped and approved set from'the Landlord, are to be submitted to-the Iocal.governing,entity or.entities for approval. All illuminated signs require an electrical permit. 4.1 Prohibited Signs/Banners No flashing, moving or scihtillatinglight bulbs or effects are permitted. No cabinet."box"signs will be allowed. No window signs, .other than the 'Permanent Window Graphics, will' be allowed. These signs include neon signs, fiber optic/neon simulated plastic signs and border neon. The Landlord. reserves' the' right to determine the acceptability of all signs. 'Noncompliant signs are to be removed •immediately upon notification by the Landlord. Promotional signs will not be allowed without written Landlord approval and must be in accordance with Local governing entity ordinances. East Washington Place, Petaluma Page 7 of 8 April 2012 50 • 4.2 Tenant Responsibilities Tenants shall be responsible for the fulfillment of all requirements of;these Signage Guidelines and all applicable codes and ordinances. Each Tenant is responsible for the cost of design, fabrication, installation, maintenance and electricity for its own sign(s). All permits required by the Local governing entity and associated fees, shall be,obtained and paid for by the tenant or tenant's representative. Tenants are required to provide a copy of the permit and final sign off permit cards for the signage to the Landlord. Tenants shall,be responsible for the immediate repair of neon, which is damaged or not illuminating properly, and the proper maintenance of all tenant,signs. Tenants shall be required toperform or cause to have performed such necessary action to correct or repair signage within 10 days of written notice from Landlord. All sign contractors employed or retained by Tenant must carry Workmen's Compensation and Public Liability insurance providing coverage against damage suffered or done to any and all persons and/or property while engaged in the construction, removal, maintenance or erection of signs, in an amount deemed,appropriate by lessor. Tenants shall indemnify and hold harmless the.Landlord and the Local governing entity from any damages that arise from the installation, maintenance or use of Tenant's signage. Upon the termination or conclusion of Tenant's lease, the Tenant is responsible at their sole cost for the removal of all signs. All signs must be removed within 30'days of the lease's termination. The storefront fascia shall be patched, touch-up painted and otherwise repaired to be returned to"like new"condition and as detailedin previous section of these guidelines. In the event that a sign item is not found in this Master Sign Program, the sign item shall default to the City's Current Sign Ordinance. r * * *'End of written Master Sign Program text* * * East.Washington Place, Petaluma Page 8 of 8 April 2012 6-00 g m N .. • O O t to 0 N o a m. N m ;-i ti vf: :� r4 ti =:4 'I vv a m to to r4 J r tO ri m t� o f m m m m m 4m m m m m m m v a r Ln u)a in 7 a ii to 41 r N K5 � 44.. �M i� LF Kgy��" ,£�r Y{ F� kY'i{ b� �� R 1 5; "g 4i _C `F`` -i f a Pl.hh, + }fir fill ' z l_ e• 'f. ,t{{,:: e A'ixry`{. guar }fN `+%it ax •T-'� 5 3 0 0 t00 ; � ;o � o e � n' e 9, � . � '� a e Ol to N m a-1 m m m m m 0 0 0 0 m Li-, m V1 N 4 = V 0: � 'el,' Ln ti N (G-: W PE! N to N to Of V p O Nt -! V :$1, M a e N O:.• lD' N' N to -D m -. o• o+ O 0 0 0 0. O O ` 0 0"" 0 ~ .i C ' Yak g��0 d-1.': O Q .i rl is: t F..y' ' ter n s{ty 2 '� a v ai C X • a. 0 0 0 •o tD O O 0 y}' 0 0 0 0 0 0 0 0 0 0 I ? 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