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DATE: July 2, 2012
TO: Honorable Mayor and Members of the City Council through City Manager
FROM: Geoff Bradley, AICP, Planning Manager all
SUBJECT: Public Hearing`and:Possible Introduction(First Reading) of an Ordinance
Amending Chapter 20 (Signs and Sign Structures), Sections 20.020, 20.140
• and 20.150 of thet-City of Petaluma Implementing Zoning'Ordinance to Allow
Freeway Facing:Signs for Shopping,Centers:
RECOMMENDATION.
Staff recommends that the 'City Council determine the council's policy with respect to the
introduction of an ordinance amending Sections 20.140 and 20.150 of the Petaluma
Implementing Zoning Ordinance to allow freeway oriented signs for retail shopping centers with
freeway frontage.
BACKGROUND
City Council
At the May 7th, 2012 City Council meeting, as part of the public hearing on Regency's appeal of
the sign program for East Washington Place, the City Council directed staff(3-2 vote) to return
with modifications to the Implementing Zoning Ordinance (IZO) to allow retail shopping centers
with freeway frontage an exception to the current prohibition of freeway oriented signs as part of
a master sign program. The City Council noted that wall signs on the rear of buildings would
allow retail shopping center's: to capitalize on attracting vehicles from Highway 101 and
contribute to the success of businesses and the City's economic goals. The City Council directed
that the code amendments be cost recovery paid for by the property owners of the four affected
retail shopping centers (East Washington Place, Plaza North, Plaza South and Deer Creek
Village). The Council further directed that narrowly defined revision's include the authority to
require architectural upgrades to the freeway facing facades of existing retail shopping centers as
part of any new freeway oriented sign approvals and that freestanding freeway:oriented signs
remain prohibited.
The City Council determined that existing Site Plan and Architectural,Review findings required
for approval of a master sign program are sufficient to ensure the size, design, and lighting of
freeway oriented signs''is.appropriate for the,specific shopping center and individual master sign
program, at the discretion of the.Planning Commission.
Planning Commission
Agenda Review. �l
City Attorne y\%` _, Finance Director City Manager
The Planning Commission considered the proposed text-amendments at the Commission's June
12, 2012 meeting. After lengthy deliberation, the Commission unanimously (6-0, Johansen
absent) recommended:that the City Council not amend the.text of Chapter 20, Sections 20.140
and 20.150, of the City of Petaluma Implementing Zoning Ordinance to permit freeway oriented
signs (Attachment 2).
The consensus of the Planning Commission was that the sign ordinance should be reviewed
comprehensively to ensure continuity and cohesion for the City's sign standards and that freeway
oriented signs or other individual sections should not be amended without looking at the code
section as a whole. Additionally, the Commission expressed concern about the visual impact that
such an amendment to allow freeway oriented signs would have along the Highway 101 corridor,
especially in concert with current CalTrans work and associated tree removal. A visual analysis
to better understand the aesthetic impact of allowing freeway oriented signs as well as a
comprehensive mapping of all sites along the freeway corridor that might be affected by the
proposed Sign Ordinance Text Amendments, not just the four shopping centers listed, were
outlined as necessary to better understand the impact of the modifications in regulations.
Although unsupportive of the overall text amendment, the consensus of the Commission was that
there needed to be consistency in the language and terminology of the text amendments, that
there was a lack of specificity in the proposed language with regards to the type of signs, how
they were mounted, type of lighting, overall size, materials, orientation(flush or perpendicular),
etc, and there was concern about lighting, associated glare and potential hazards from freeway
oriented signs. The Planning Commission also expressed concern with the process and submittal
requirements for review of master sign programs, and incorporating Caltrans' review into the
review process of-freeway oriented signs/master sign programs to ensure conformance with the
Outdoor Advertising Act & Regulations.
Several documents (Attachment-4) were received after the agenda for the Planning Commission
meeting of June 12, 2012 was distributed, but prior to the Planning Commission meeting,
included the following:
• Letter from the Department o Transportation dated June 8, 2012, requesting that freeway
oriented signage be reviewed by Caltrans per the Outdoor Advertising Act &Regulations.
• E-mail from Katy Schardt:representing Plaza North &South dated June 11, 2012, requesting
that conditions limiting the nature of facade changes which could be required in master sign
review for existing buildings be added to the text amendments.
• Letter from Janice Cader—Thompson dated June 11, 2012, urging the Commissioners not to
adopt the amendments because freeway oriented signs may add to traffic congestion and
litter City gateway with additional-signs..
• Letter from David Keller dated June 12, 2012, stating that because of the proposed text
amendments for freeway oriented signs that additional environmental concerns may need to
be considered with respect to the FEIR's for both East Washington Place and Deer Creek
Village.
DISCUSSION
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As directed by the City Council and in preparation for Planning Commission consideration, staff
prepared draft text amendments to Chapter 20, Sections 20.020„20.140, and 20.150 to allow
retail shopping centers freeway oriented wall signs as part of a master sign program at the
discretion of the Planning Commission and consistent with Site Plan and Architectural Review
standards and established review process (Attachment 1).
The draft text language is narrowly defined per Council's direction and includes the following:
• A definition of master sign.program (20.020) to codify the long standing practice of master
sign programs as a tool to provide flexibility and encourage a cohesive approach to signage
within a center. The definition includes specificity that a_master sign program must meet
SPAR standards at the discretion of the Planning Commission.
• An exception to the existing prohibition of freeway oriented signage for retail shopping
centers with freeway frontage as part of a master sign program, at the discretion of the
Planning Commission.
• Limitation of freeway oriented signs to wall mounted signs, as defined in IZO section
20.020.X, and maintain prohibition of freestanding freewayoriented signs.
• Planning Commission authority to require existing shopping centers with relatively blank
building walls facing the freeway to provide visual improvements to the building architecture
in connection with proposed freeway facing wall signs and master sign program approval.
• Requirement that building elevations for freeway oriented signs in retail shopping centers
with freeway frontage be consistent with Site Plan and Architectural Review (SPAR)
standards as outlined in IZO Section 24.010.G.1 (a)-(e) and building and/or site
improvements may be required to meet the SPAR criteria.
As discussed in detail above, the Planning Commission unanimously recommended that the City
Council not amend the sign code to allow freeway oriented signage(Attachment 2).
Environmental Review
This project has been reviewed in compliance with CEQA guidelines and has been determined to
be categorically exempt pursuant to Section 15305 (Minor Alterations in Land Use Limitations)
in that the project involves minor modifications to the IZO that do not result in significant
changes in allowable land use or density;.and/or Section 15311 (Accessory Structures) in that the
project involves modifications to the IZO allowing certain types of on-premises signs for
existing commercial structures.
FINANCIAL IMPACTS
The text amendments have been processed as cost recovery, with the initial deposit split evenly
between the four existing or pipeline retail shopping centers with freeway frontage (East
Washington Place,Plaza North, Plaza South, and Deer Creek Village). The initial cost recovery
deposit was $11,106, with a signed cost recovery agreement submitted from Regency. There is a
positive balance in the cost recovery account.
ATTACHMENTS
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1. Ordinance Amending the Text-of Sections 20.020, 20.140, and 20.150 of the Petaluma
Implementing Zoning Ordinance
2. Planning Commission.Resolution 2012-VC
3. Planning Commission Staff Report and associated attachments from the June 12, 2012
PC meeting.
4. Late Documents received for the June 12, 2012.PC meeting.
• Letter from the Department of Transportation, June 8, 2012
• E-mail from Katy`Schardt representing Plaza North & South, June 11, 2012
• Letter from Janice=fader-Thompson,June 11, 2012
• Letter from David Keller, June 12, 2012
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ATTACHMENT I
ORDINANCE OF THE;CITY OF PETALUMA CITY COUNCIL AMENDING
CHAPTER 20, SECTIONS 20.020, 20.140, AND',;20.150 OF THE CITY OF PETALUMA
IMPLEMENTING ZONING ORDINANCE DEFINING MASTER SIGN PROGRAM
AND REGULATING FREEWAY ORIENTED SIGNS.
WHEREAS, on May 7, 2012 the Petaluma City Council directed "staff to bring forward
' amendments to the text,of'Chapter 20 (Sign and Sign;Structures), Sections 20.140 and 20.150, of
the Implementing Zoning Ordinance to allow for freeway oriented signs for shopping centers
with freeway frontage as part of a master sign program; and,
WHEREAS, a public notice of the June 12,2012 public hearing before the Planning
Commission to consider the amendments was mailed to all property owners and residents within
500 feet of Plaza North, Plaza South, East Washington Place, and Deer Creek Village,,published
in an one-eighth page notice in the Angus-Courier on May 31, 2012; and,
WHEREAS, on June 12, ,2012,. the Planning Commission held a duly-noticed public
hearing in accordance with the City of Petaluma Implementing Zoning Ordinance, Section
24.010, and unanimously recommended that the City Council not adopt said text amendments
and modifications, and
WHEREAS, a public.notice of the July 2, 2012 public hearing;before the City Council
was mailed to all property owners and residents within 500 feet ofPlaza North, Plaza South, East
Washington Place, and Deer Creek Village, published in an one-eighth page notice in the Argus-
Courier on June 21, 2012; and,
WHEREAS, the City Council has considered the recommendation of denial from the
Planning Commission and pursuant to Section 25.080 of the City of Petaluma Implementing
Zoning Ordinance (IZO) the City Council find the text amendments to be in conformity with.the
General Plan; and
WHEREAS, on July 2, 2012 the Petaluma City Council held a duly-noticed public
hearing to consider the amendments, and
WHEREAS, this, project has been reviewed in compliance with CEQA guidelines and
has been detemuned'to be categorically exempt pursuant to Section 15305 (Minor Alterations in
Land Use Limitations).in that the project involves minor modifications.to the IZO that do not
result in significant changes in allowable land use or-density; and/or Section 15311 (Accessory
Structures) in that the project involves modifications to the IZO allowing certain types of on-
premises Signs for existibgyeommercial structures; and,
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THE CITY COUNCIL OF THE CITY OF PETALUMA HEREBY FINDS:
1. The provisions amending the IZO, Chapter 20, Sections 20.020; 20.140, and 20.150
defining master sign programs and regulating freeway oriented signs are in general
conformity with the Petaluma General Plan 2025 because the amendments will contribute
to the City of Petaluma's economic base, yielding net fiscal benefits and strengthening
the vitality and diversity of the community and would allow retail shopping centers to
capitalize on attracting vehicles from Highway 101 and contribute to the success of
businesses and City economic goals.
2. The text amendments, through the review of master,sign programs, are consistent with
the purpose of Chapter 20 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 orderliness 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.
3. The amendments will allow freeway oriented signs for shopping centers with freeway
frontage through the review of a Master Sign Program and will provide for flexibility in
design in order to achieve a cohesive master sign program unique to the project site and
in keeping with the intent of the Sign Ordinance and the Site Plan & Architectural
Review standards to ensure.that approved signs will riot detract from the orderliness and
attractiveness of the City's appearance.
4. The amendments will allow building elevations for freeway oriented signs for retail
shopping centers with freeway frontage be consistent with Site Plan & Architectural
Review (SPAR) standards as outlined in IZO Section.24.010.G.1 (a)-(e) and also provide
that building and/or site improvements may be required to meet the SPAR criteria and
ensure that existing buildings with blank facades facing the freeway provide visual
improvements to the building architecture.
5. The public necessity; convenience, and welfare'clearly permit the amendments.
6. This project has been reviewed in compliance with CEQA guidelines and has been
determined to be categorically exempt pursuant to Section 15305 (Minor Alterations in
Land Use Limitations),in that the project involves minor modifications'to the IZO that do
not result in significant changes in allowable land use or density, and/or Section 15311
(Accessory Structures) in that the project involves modifications to the IZO allowing
certain types of on-premises signs for existing commercial structures.
•
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•
NOW, THEREFORE,BE IT ORDAINED:BY THE COUNCIL OF THE CITY OF
PETALUMA THAT THE CITY OF PETALUMA IMPLEMENTING ZONING
ORDINANCE IS AMENDED AS FOLLOWS:
Section I. Chapter 20, Signs and Sign Structures is hereby amended to add Section
20.020(M) "Master Sign Program" to read as follows:
20.020—Definitions
M. Master Sign Program. A master sign program is a comprehensive sign program stipulating
design, criteria and location for approval of all signs in a multi-tenant shopping center, retail
center, commercial or industrial complex or other use. When a unique, cohesive approach to
project signage is warranted, some flexibility in design requirements may be approved by the
Planning Commission if it is found-that, the master sign program.is in keeping with the purposes
stated in Section 20.010 and the master sign program meets the site design and architectural
review requirements in Section 24.010.G.
Section 2: Chapter 20, Signs and Structures, Section 20.140, Procedure to permit to
Erect Adjacent to'Freeway, is hereby amended to read as follows;,
Section 20.140—Procedure for Permit to Erect Adjacent to Freeway
• A. No permit shall be issued to erect, construct or relocate any sign, billboard or other
advertising structure, regardless of location, unless'the Zoning Administrator shall have
first determined that such sign, billboard or other advertising structure is not designed to
have the advertising thereon maintained primarily to be viewed from the main travelled
roadway of a freeway or the ingress or egress ramps thereto. Freeway oriented wall signs
may be approved as part of a master sign program for a retail shopping center, as defined
in Section 20.020.S, which has freeway frontage, in, accordance with subsections
20.140.0 and 20.140.D. For purposes of this section, building frontage includes the
primary wall or wallstof a building facing a public street or streets, including freeways.
B. Other than as part of master sign programs for retail shopping, centers with freeway
frontage considered pursuant to Sections 20.140, every application for a permit to erect,
construct, or relocate a sign, billboard or other advertising structure within five hundred
feet of a" main traveled roadway of a freeway, shall be considered by the Zoning
Administrator; who shall determine whether the proposed sign, billboard or other
advertising 'structire is designed to be viewed from a main travelled roadway of a
freeway or the,ingress or egress ramps thereto. If the Zoning Administrator determines
that the proposed sign, billboard or other advertising structure is designed to have the
advertising thereon so maintained, the application for a permit shall be denied. If the
'Zoning Administrator determines that the sign, billboard or other advertising structure is
not designed to have the advertising thereon so .maintained and that the same does not
violate any other provision of this title, the permit shall be granted. Procedures for the
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notice, hearing and appeal of the decision of the Zoning.Administrator hereunder shall be
the same as are set out in Section 24.070.
C. Freeway oriented signs may only be approved-as part,of a master sign program for a retail
shopping center with freeway frontage, and only if the Planning Commission finds that
the master sign program meets the Site Plan and Architectural Review standards
contained in subsection 24.010.G, and makes.,the.additional specific findings contained in
subsection 20.140.D. Freeway oriented signs shall be limited to wall mounted signs as
defined in subsection 20.020.X. Building elevations on which freeway oriented signs are
proposed shall be consistent with the Site Plan and Architectural Review standards
contained in subsection 24.010.G.1. Building and or site improvements may be required
by the Planning Commission to ensure conformance with the Site Plan and Architectural
Review standards'and required findings. For purposes of this section, building frontage
includes the primary wall'or walls of a building facing a public street or streets, including
freeways.
D. In addition to finding that the master sign program meets the standards in subsection
24.010.G.1, the Planning Coimission shall make the following findings prior to approval
of freeway oriented wall;signs for retail shopping centers with freeway frontage:
1. The proposed wall mounted signs are of the minimum size and height necessary to
enable motorists to readily identify the facility or site from a sufficient distance to
safely and conveniently access the facility or site.
2. The design, height, location, and size of the signs are visually complementary and
compatible with the scale and architectural style of the primary structures on the site.
3. The proposed signs are of a color, height, letter type, location, material, shape, size
and style that is appropriate for the use of the premises, enhances the shopping center,
and is harmonious with the surrounding area/neighborhood.
4. Lighting for the proposed freeway oriented signs shall be designed to minimize light
and glare on surrounding rights-of-ways and properties. Sign illumination shall not
blink,,flash, flutter, or change light intensity, brightness, or color.
E. All freeway oriented signs shall comply with the California Outdoor Advertising Act,
Business & Professions Code Section 5200 or as subsequently revised.
Section 3. Chapter 20, Signs and Sign Structures, Section 20.150, Nearest to Freeways
Restricted, is hereby amended to read as follows:
Section 20.150'—Nearest to Freeways Restricted
Other than signs approved as part of shopping center master sign programs pursuant to Section
20.140, no outdoor advertising structure, sign, or other advertising structure shall be erected,
constructed, relocated or maintained, regardless of the zone or district in which it is located:
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A. If such structure, sign or other advertising structure, is designed to have or has the
advertising thereon maintained primarily to be viewed from a main traveled roadway of a
freeway or the ingress or egress ramps thereto;or
B. If such structure, sign or Other advertising structure, because of its location, size, nature
or type, constitutes or tends to constitute a hazard to the safe and efficient operation of
vehicles upon a freeway,or creates a condition which endangers the safety or persons or
property thereon.
Section 4. Except as amended herein, the City of Petaluma Implementing Zoning
Ordinance remains in full force and effect.
Section 5. If any section, subsection, sentence, clause, phrase or word of this ordinance
is for any reason held to be unconstitutional, unlawful or otherwise invalid by a court of
competent jurisdiction or preempted by state legislation, such decision or legislation shall not
affect the validity,of the remaining portions of this ordinance. The City Council of the City of
Petaluma hereby declares that it would have passed and adopted this oridinace and each and all
provisions thereof irrespective of-the fact that any one or more of said provisions be declared
unconstitutional, unlawful or otherwise invalid.
Section 6. This ordinance shall become effective thirty(30) days after the date of its
adoption by the Petaluma City Council.
Section 7. The City Clerk is hereby directed to publish or post this ordinance or a
synopsis for the period and in the manner provided by the City Charter and any other applicable
law.
INTRODUCED and order posted/published this 2nd day of July 2012.
ADOPTED this day of 2012 by the following vote:
AYES:
NOES:
ABSENT: •
ABSTAIN:
David Glass, Mayor
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ATTEST: APPROVED AS TO FORM:
Claire Cooper, City Clerk Eric Danly, City Attorney
1919115.1
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Ai-Wilmot 2.
•
RESOLUTION OF THE CITY OF PETALUMA PLANNING COMMISSION RECOMMENDING THAT
THE CITY COUNCIL.NOT AMEND THE TEXT OF CHAPTER 20,-SECTIONS 20.140 AND 20.150,
OF THE CITY OF PETALUMA IMPLEMENTING,ZONING ORDINANCE
REGULATING FREEWAY ORIENTED SIGNAGE
WHEREAS, Section 25:010 of the City of Petaluma Implementing Zoning Ordinance
provides in pertinent part that no amendment shall be made to the Implementing Zoning
Ordinance unless the Planning Commission and City Council find the amendment to be in
conformity with the General Plan; and,
WHEREAS, on May 7, 2012 the Petaluma City Council directed staff to modify Chapter
20 (Sign and Sign Structures), Sections 20.140 and 20.150, of the Implementing Zoning Ordinance
to allow for freeway oriented signs for shopping centers With freeway frontage as part of a
master sign program; and,
WHEREAS, on May 31, 2012,a public notice of the June 12,.2012 public hearing before
the Planning Commission was mailed to all property owners and residents within 500 feet of Plaza
North, Plaza South, East Washington:Place, and Deer Creek Village, and a notice of the June 12,
2012 public hearing before the Planning Commission was published in an one-eighth page
notice in the Argus-Courier on May 31, 2012; and,
WHEREAS, on June 12, 2012,. the Planning Commission held a duly-noticed public
hearing in accordance, with the City of Petaluma Implementing Zoning Ordinance, Section
24.010; and,
NOW THEREFORE BE':IT`RESOLVED that the Planning Commission hereby recommends
that the City Council not amend;the text of Chapter 20,. Section 20.020, Section 20.140 and
20,150 of the City's Implementing Zoning Ordinance, to permiffreeway oriented signs.
ADOPTED this 12th day•of June, 2012, by the following vote:
atz#ir 2I aQ s__;{{nn�_ $ rP, *Dflettl. t ": %I alaitc2 Ri a '+sera,
Commissionersrw °s a Aye,T , Noko , Absent Abstains.'
Abercrombie X
Elias X
Herries X
Chair Johansen X
Kearney X
Vice Chair Pierre X
Wolpert X
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-Z0A-0291 2011 Page 3
Jenny Pierre, Vice Chair
ATTEST: APPROVED AS TO FORM:
Heather Hines, Commission Secretary Leslie Thomsen, Assistant City Attorney
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-ZOA-0291 2011 Page 3
Athicienart 3
CITY OF PETALUMA
STAFF REPORT
Community Development Planning Division, 11 English Street,Petaluma, CA 94952
(707) 778-4301 Fax(707) 778-4498 E-mail:petalumaplanning @cLpetaluma.ca.us
DATE: June 12, 2012 AGENDA ITEM NO. 8
TO: Planning Commission
PREPARED BY: Irene T..Borba, Senior Planner
REVIEWED BY: Geoff I. Bradley, AICP, Planning Manager'
SUBJECT: Text Amendments to the City of Petaluma Implementing Zoning
Ordinance—Chapter 20, Section 20.140 and.20.150
ak. uF H t+-Fxi, . }, #`
t" €n RECOMMENDATION ' „t Sal
• Staff recommends that the Planning Commission adopt a Resolution recommending to the City
Council approval of text amendments to Implementing Zoning Ordinance (IZO) Sections 20.140
and 20.150 to allow freeway facingwall signs for retail shopping centers with freeway frontage
and to add a definition of master sign programs to IZO Section 20.020. (Attachment 1).
ierv, iit6AcT DESCRIPT optili ACISGROIJNID . eit
The proposed text amendments to the IZO are in response to the City Council's direction to bring
forward modifications to Chapter 20 - Signs and Sign Structures, Sections 20.140 and 20.150
pertaining to the current prohibition of freeway oriented signs. At the May 7th, 2012 City
Council meeting as part of the public hearing on Regency's appeal of the sign program for East
Washington Place the Council directed staff to return with modifications to the IZO to allow
retail shopping centers with freeway frontage an exception to the current prohibition of freeway
oriented' signs aspart':of a,master sign program. The City Council noted that wall signs on the
rear of buildings .would allow retail shopping centers to capitalize on attracting vehicles from
Highway 101 and contribute to the success of businesses and City economic goals. The City
Council directed that the zoning text amendments be cost recovery paid for by the property
owners of the four affected retail shopping centers (East Washington Place, Plaza North, Plaza
South and Deer Creek Village), The Council further directed that the revised ordinance include
the authority to require' architectural upgrades to the freeway ,facing façades of existing retail
shopping centers as pail of any new freeway-facing sign approvals and that freestanding freeway
oriented signs remain prohibited. The City Council determined that sufficient measures will
exist in master sign program design review to ensure that that freeway facing wall signs will be
appropriate in appearance and appropriately lighted.
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-ZOA-0291 2011 Page 1
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-own, x � * STAFF AOVALkYSIS v ,case
Draft modifications to IZO Chapter 20, Sections 20.140 and, 20.150 as recommended by staff
provide an exception for retail shopping centers with freeway frontage to permit freeway
oriented wall signs as part of a master sign program, at the discretion of the Planning
Commission. As proposed, the modifications would currently affect two existing retail shopping
centers (Plaza North and Plaza South), one approved shopping center (East Washington Place),
and one proposed shopping center (Deer Creek Village), but would apply across the board to
future applications.
Shopping centers are defined in IZO Section 20.020.S as "Any combination of five (5) or more
separately owned and operatedretail`businesses on a single or commonly owned or leased parcel
of land, or a commercial use of commercial complex occupying a site of at least two (2) acres.
An existing building situated on a single parcel of land which is converted into separate retail
businesses is not for the purpose of this section defined as a shopping center."
Staff recommends that freeway oriented signs for retail hopping centers be limited to wall
mounted signs, as defined in IZO section 20.020.X). The City Council directed that the Planning
Commission be given the authority in master sign program design review to require existing
shopping centers with relatively blank building walls facing the freeway to provide visual
improvements to the building architecture in connection with proposed freeway facing wall
signs.
In order to address this issue„ staff recommends that building elevations for freeway oriented
signs for retail shopping centers with freeway frontage be consistent with Site Plan &
Architectural Review (SPAR) standards as outlined in IZO Section 24.010.G.I (a)-(e) and that
building and/or site improvements may be required to meet the SPAR criteria. In addition to the
general SPAR standards in 24.010.G.1, Staff suggests that the additional specific findings
contained in the draft amendment be required as part of master sign program approvals which
include freeway oriented wall signs.
Staff recommends that the Planning Commission find that the proposed text amendments are
consistent with the purpose of Chapter 20 which 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 orderliness 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. The
proposed text amendments would allow freeway oriented wall signs for retail shopping centers
with freeway frontage through the review of a master sign program. The master sign program
concept has previously been used in practice by the City to provide flexibility in design in order
to achieve a cohesive master sign.program unique to the project site and in keeping with the
intent of the Sign Ordinance and the SPAR standards.
A definition of master sign program is proposed for addition to Section 20.020 as subsection Li.
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-ZOA-0291. 2011 Page 2 qq
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The suggested modifications to Chapter 20, Sections 20.140.and 20.150 are as follows (in bold
italics).
Section 20.020
Lt. Master Sign Program. A master sign program is a comprehensive sign program
stipulating design, criteria and location for approval of all signs in a multi-tenant
shopping center, retail center, commercial or industrial complex or other use When a
unique, cohesive approach to project sign age is warranted, some flexibility in design
requirements may be approved by the Planning Commission if it is found that, the
master sign program,is,in keeping with the purposes`stated in Section 20.010 and the
master sign program meets the site design and architectural review requirements in
Section 24.010.G.
Section 20.140—Procedure for Permit to Erect Adjacent to Freeway
A. No permit shall be issued,to erect, construct or relocate any sign, billboard or other
advertising structure, regardless of location, unless the Zoning Administrator shall have
first determined that such sign, billboard or other advertising structure is not designed to
have the advertising thereon'maintained primarily to be viewed from the main travelled
roadway of a freeway or the ingress or egress ramps thereto. Freeway facing wall signs
may be approved as part of a master sign program for a retail shopping center, as
defined in Section 20.020.5, which has freeway frontage, in accordance with
subsections 20.140.0 and 20.140;D. For purposes of this section, building frontage
includes the primary wall or walls of a building facing a public street or streets,
including freeways.
B. Other than as part of shopping center master sign programs considered pursuant to
Sections 20.140, every application for a permit to erect, construct, or relocate a sign,
billboard or other advertising structure within five hundred feet of a main traveled
roadway of a freeway, shall be considered by the Zoning Administrator, who shall
determine whether the proposed sign, billboard or other advertising structure is designed
to be viewed from a main:travelled roadway of;a,freeway or the ingress or egress ramps
thereto. If the Zoning Administrator determines that the proposed sign, billboard or other
advertising structure is designed to have the advertising thereon so maintained, the
application for a permit shall be denied. If the Zoning Administrator determines that the
sign, billboard or other advertising structure is not designed to have the advertising
thereon so maintained and that the same does not violate any other provision of this title,
the permiVshall be granted. Procedures for the notice, hearing and appeal of the decision
of the Zoning Administrator hereunder shall be the-sameas are set out in Section 24.070.
C. Freeway oriented signs may only be approved as part of a master sign program for a
retail shopping center with freeway frontage, and only if the Planning Commission
finds that the master sign program meets the site plan and architectural review
standards contained in subsection 24.010.G, and makes the additional specific findings
contained in subsection 20.140.D. Freeway oriented signs shall be limited to wall
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-ZOA-0291 2011 Page 3
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mounted signs as defined in subsection 20:020.X. Building elevations on which
freeway oriented signs are proposed shall be consistent with the Site Plan &
Architectural Review standards contained in subsection. 24.010.G.1. Building and/or
site improvements may be required by the Planning Commission to ensure
conformance with the Site Plan & Architectural Review standards and required
findings. For purposes of this section, building frontage includes the primary wall or
walls of a building facing a;public street or streets, including freeways.
D. - In addition to finding that the master sign program meets the standards in subsection
24.010.G.1, the Planning Commission shall make the following findings prior to
approval of freeway oriented wall signs for retail shopping centers with freeway
frontage:
1. The proposed wall:mounted signs are of the minimum size and height necessary to
enable motorists to readily identify the facility or site from a sufficient distance to
safely and conveniently access the facility or site.
2. The design, height, location, and size of the signs are visually complementary and
compatible with the scale and architectural style of the primary structures on the
site.
3. The proposed signs are of a color, height, letter type, location, material, shape, size
and style that, is appropriate for the use of the premises, enhances the shopping
center, and is harmonious with the surrounding area/neighborhood.
4. Lighting for the proposed freeway oriented signs shall be designed to minimize
light and glare on surrounding rights=of--ways and properties. Sign illumination
shall not blink,flash,flutter, or change light intensity, brightness, or color.
Section 20.150—Nearest to Freeways Restricted
Other than signs approved as part of shopping center master sign programs pursuant to
Section 20.140, no outdoor advertising structure, sign, or other advertising structure shall be
erected, constructed, relocated or maintained, regardless of the zone or district in which it is
located:
A. If such structure, sign or other advertising structure is designed to have or has the
advertising thereon maintained primarily to be viewed from a main traveled roadway of a
freeway or the ingress or egress ramps thereto; or
B. If such structure, sign or other advertising structure, because of its location, size, nature
or type, constitutes or tends to constitute a hazard to the safe and efficient operation of
vehicles upon a-freeway, or creates a condition which endangers the safety or persons or
property thereon.
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-ZOA-0291 2011 Page 4
r l a a
; ,, � tr RECOMMENDATIOPI � `1 I . ; � �.:r� F�
Staff recommends that the Planning Commission adopt the proposed draft Resolution
recommending to the City Council approval of text amendments to the Implementing Zoning
Ordinance, Sections 20.020, 20.140 and 20.150 as proposed, to define "Master Sign Program"
and allow freeway facing wall signs for retail shopping centers with freeway frontage as part of a
master sign program (Attachment 1).
fi * ;gtRTEPIU teotSi ENTA irtt EUU ` Ml '1 -,„,
This project has been reviewed_in compliance with CEQA guidelines and has been determined to
be categorically exempt pursuant to Section 15305 (Minor Alterations in Land Use Limitations) in
that the project involves minor modifications to the IZO that do not result in significant changes in
allowable land use or density; and/or Section 15311 (Accessory Structures) in that the project
involves modifications to the IZO allowing certain types of on-premises signs for existing
commercial structures.
ATTACHMENTS
Attachment 1: Draft Resolution
Attachment 2: Site Plan& Architectural Review findings Section 24.010 (1)(a-e).
Attachment 3: Resolution No. 2012-060 N.C.S.
1897423.11Z0 Chapter20 Sign Ordinance Text Amendments 12-Z0A-0291 2011 Page 5
3 -5
c4 +- d
ATTACHMENT A
RESOLUTION OF THE CITY OF PETALUMA PLANNING COMMISSION
RECOMMENDING THE CITY COUNCIL AMEND THE TEXT OF CHAPTER 20,
SECTIONS 20.140 AND 20:150, OF THE CITY OF PETALUMA IMPLEMENTING
ZONING ORDINANCE REGULATING FREEWAY ORIENTED SIGNAGE.
WHEREAS, Section 25.010 of the City of Petaluma Implementing Zoning Ordinance provides
in pertinent part that no amendment shall be made to the Implementing Zoning Ordinance unless
the Planning Commission and City Council find the amendment to be in conformity with the
General Plan;and,
WHEREAS, on May 7, 2012 the Petaluma City Council directed staff to modify Chapter 20
(Sign and Sign Structures), Sections 20.140 and 20.150, of the Implementing Zoning Ordinance
to allow for freeway oriented signs for shopping centers with freeway frontage as part of a
master sign program; and,
WHEREAS, on May 31, 2012 a public notice of the June 12, 2012 public hearing before the
Planning Commission was mailed to all property owners and residents within 500 feet of Plaza
North, Plaza South,East Washington Place,,and Deer Creek Village, and a notice of the June 12,
2012 public hearing before the Planning Commission was published in an one-eighth page notice
in the Argus-Courier on May 31,2012; and,
WHEREAS, on June 12, 2012, the Planning Commission held a duly-noticed public hearing in
accordance with the City of Petaluma Implementing Zoning Ordinance, Section 24.010.
NOW, THEREFORE BE IT RESOLVED that the Planning Commission hereby finds that the
proposed amendments contained in this Resolution to the City's Implementing Zoning
Ordinance, Chapter 20, Section 20.020, Section 20.140 and 20.150, are in general conformity
with the Petaluma General Plan 2025 and further find that:
• The proposed text amendments are consistent with the!purpose of Chapter 20 which 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
orderliness 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; and,
• The proposed;text amendments would allow freeway oriented signs for shopping centers
with freeway frontage through the review of a Master Sign Program and would provide
for flexibility in design in order to achieve a cohesive master sign program unique to the
project site and in keeping with the intent of the Sign Ordinance and the Site Plan &
Architectural Review standards.
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-ZOA-02912011 Page 6
3 - (
BE IT FURTHER RESOLVED that the following.proposed amendments to the Implementing
Zoning Ordinance, Chapter 20, Sections 20.020, 20.140 and 20.150 (in bold italics), are hereby
recommended to the Petaluma City Council for consideration and adoption in accordance with
Section 25.060 of the Implementing Zoning Ordinance
Section 20.020
L1. Master Sign Program. A master sign program is a comprehensive sign program
stipulating design, criteria and location for approval of all signs in a multi-tenant
shopping center, retail center,commercial or industrial complex or other use. When a
unique, cohesive approach to project sign age is warranted, some flexibility in design
requirements may be approved by the Planning Commission if it is.found that, the
master sign program is-in,keeping with the purposes stated in Section 20.010 and the
master sign program Meets the site design and architectural review requirements in
Section 24.010.G.
Section 20.140—Procedure for Permit to Erect Adjacent to Freeway
A. No permit shall be issued to erect, construct or relocate any sign, billboard or other
advertising structure, regardless of location, unless the.Zoning Administrator shall have
first determined that such sign; billboard or other advertising structure is not designed to
have the advertising thereon maintained primarily to be viewed from the main travelled
roadway of a freeway or the ingress or egress.ramps thereto. Freeway facing wall signs
may be approved as part of a master sign program for a retail shopping center, as
defined in Section 20.020.S, which has freeway frontage, in accordance with
subsections 20.140.0 and 20.140.D. For purposes of this section, building frontage
includes the primary wall or walls of a building facing a public street or streets,
including freeways.
B. Other than as part of shopping center master sign programs considered pursuant to
Sections 20.140, every application for a permit to erect, construct, or relocate a sign,
billboard or other advertising structure within five hundred feet of a main traveled
roadway of a freeway; shall be considered by the Zoning Administrator, who shall
determine whether the_proposed sign, billboard or other advertising structure is designed
to be viewed from a main travelled roadway of a freeway or the ingress-or egress ramps
thereto. If the Zoning Administrator determines that the proposed sign, billboard or other
advertising structure is designed to have the advertising thereon so maintained, the
application for a permit shall be denied. If the Zoning Administrator determines that the
sign, billboard or other advertising structure is not designed to have the advertising
thereon so maintained and that the same does not violate any other provision of this title,
the permit shall be granted. Procedures for the notice, hearing and appeal of the decision
of the Zoning Administrator hereunder shall be the same as are set out in Section 24.070.
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-ZOA-0291 2011 Page 7
C. Freeway oriented signs may only be approved as part of a master sign program for a
retail shopping center with freeway frontage, and only if the. Planning Commission
finds that the master sign program meets the site plan and architectural review
standards contained in subsection 24.010.G, and makes the additional specific findings
contained in subsection 20.140.D. Freeway oriented signs shall be limited to wall
mounted signs as defined in subsection 20.020X Building elevations on which
freeway oriented signs are proposed shall be consistent with the Site Plan &
Architectural Review standards contained in subsection 24.010.G.1. Building and/or
site improvements may be required by the Planning Commission to ensure
conformance with—the Site-Plan & Architectural Review standards and required
findings. For purposes of this section, building frontage includes the primary wall or
walls of a building facing a public street or streets, including freeways.
D. In addition to finding that the master sign program meets the standards in subsection
24.010.G.I, the Planning Commission shall make the following findings prior to
approval of freeway oriented wall signs for retail shopping centers with freeway
frontage:
1. The proposed wall mounted signs are of the minimum size and height necessary to
enable motorists to readily identify the facility or site from a sufficient distance to
safely and conveniently access the facility or site.
2. The design, height, location, and size of the signs are visually complementary and
compatible with the scale and architectural style of the primary structures on the
site.
3. The proposed signs are of a color, height, letter type, location, material, shape, size
and style that is appropriate for the use of the premises, enhances the shopping
center, and is harmonious with the surrounding area/neighborhood.
4. Lighting for the proposed freeway oriented signs shall be designed to minimize
light and glare on.surrounding rights-of-ways and properties. Sign illumination
shall not.blink,flash,flutter, or change light intensity, brightness, or color.
Section 20.150—Nearest to Freeways Restricted
Other than signs approved as part of shopping center master sign programs pursuant to
Section 20.140, no outdoor advertising structure, sign, or other advertising structure shall be
erected, constructed, relocated or maintained, regardless of the zone or district in which it is
located:
A. If such structure, sign or other advertising structure is designed to have or has the
advertising thereon maintained primarily to be viewed from a main traveled roadway of a
freeway or the ingress or egress ramps thereto; or
1897423.1 IZO'Chapter 20 Sign Ordinance Text Amendments 12-ZOA-0291 2011 Page 8
3 -2
B. If such structure, sign or other.,advertising,structure, because of its location, size, nature
or type, constitutes or tends to constitute a hazard to the safe and efficient operation of
vehicles upon"a freeway, or creates a condition which endangers the safety or persons or
property thereon. .
1897423.1 IZO Chapter 20 Sign Ordinance Text Amendments 12-ZOA-02912011 Page 9
3 - 9
iY.�JWmYilsf�rYW`+Z.k 1 rwv Mj%2±�5sp Atitttataktitat
''gy m s '. A�.WP ift,
47 'c^a' 1Mdt
piestrifias gA
{ � i'�1[osthetntemrof[his Section that any controls be exercised to achieve asadsfactory quality of design in
`_ e andualbmldingand its's te, appropriateness of the building to its intended use,and the harmony of
v ::?^''thesdevelopment with its surroundings. Satisfactory design quality and harmony will involve among other
- ax
v s The appropriate use of quality materials and harmony and proportion of the overall design.
SAT , b. The architectural style which should be appropriate for the project in question, and compatible
4_ " , with the-overall character of the neighborhood.
3.k c. The siting,of the:structure on the property, as compared to the siting of other structures in the
,��r immediate neighborhood.
0t,-1 �
d. The size, location, design, color, number, lighting, and materials of all signs and outdoor
advertising structures.
e. The bulk, height,:and color of the proposed structure as compared to the bulk,height,and color
of other structures in the immediate neighborhood.
2. Landscaping to approved City standards shall be required on the site and shall be in keeping with the
character or design of the site. Existing trees shall be preserved wherever possible, and shall not be
• removed unless approved by the Committee.
3. Ingress, egress, internal circulation for bicycles and automobiles, off-street automobiles and bicycle
parking facilities and pedestrian ways shall be so designed as to promote safety and convenience, and
shall conform to approved City standards. Any plans pertaining to pedestrian, bicycle, or automobile
circulation shall be routed to the PBAC for review and approval or recommendation,
4. It is recognized that good design character may require participation by a recognized professional
designer, such aslan,architect, landscape architect or other practicing urban designer and the reviewing
body shall have the authority to require that an applicant hire such a professional, when deemed
necessary to achieve good design character.
H. Appeal.As prescribed in Section 24.070.
I. Expiration of Permits. If an appropriate development permit has not been issued for a project or, if no permit is
necessary,if the approved'use,is not commenced within twelve(12)months of site plan and architectural approval,
the site plan and architectural approval shall become void, unless a six month extension is requested and
approved by the Director at least thirty(30)days prior to the twelve(12)month expiration date.
24.020 -Zoning Administrator
A. Creation of Zoning Administrator. In order to achieve improved coordination.in the administration of the Zoning
Ordinance; to increase the efficiency of the zoning enforcement proceedings; to reduce the time consumed in
processing applications for the various permits and review prescribed herein and to relieve the Planning
Commission of certain routine functions in order that it may give its attention to its primary responsibility of
comprehensive planning, there 'is hereby created in the Community Development Department, a Zoning
Administrator. The°Zoning.Administrator shall be the Director or helshe may delegate some person within hislher
department to actin his/her stead. The Zoning Administrator shall have the powers and duties set forth below:
1. Accomplish all administrative actions required by the ordinance, including the giving of notice, preparing
reports, reviewing Site Plan and Architectural approval applications, conditional use permit applications,
and Planned Community and Planned Unit Development Plan submittals, receiving and processing
appeals and receiving and accounting for fees.
Ordinance No 2300 N.C.S. 164
3 ®
Chapter 24 Administrative Procedures
24.010-Site Plan and Architectural Review
A. Purpose.The purpose of.site plan and architectural approval is to secure-compliance with the Zoning Ordinance
and to promote the orderly and'harmonious development of the City of Petaluma. No city permit or license shall be
issued for any of the following uses until site plan and architectural approval has been obtained:
• public buildings and grounds;
• public and private schools,;colleges,libraries,art galleries and museums;
• public and private hospitals and other institutions;
• churches and other religious buildings and grounds;
• clubs,lodges,mortuaries,meeting halls, and other places of public assembly;
• motels and hotels;
• office buildings;
• all commercial and industrial uses;
• mobile home parks;
• parking lots;
• • public utilities structures and installations,except poles,and towers carrying overhead lines;
• more than one dwelling unit per lot except for accessory dwellings;
• subdivisions with five or more single household dwellings.
B. Administrative Site Plan and Architectural Review. The Director may grant administrative site plan and
architectural approval for nonproduction residential units in approved subdivisions of five or more lots, all
residential developments of less than five units,and all minor additions or;rnodifications to industrial,commercial or
office buildings,or may refer said development proposals to the Committee. For purposes of this section, the term
"nonproduction residential units shall mean houses not substantially similar to other houses within view of one
another as determined by the Director; or houses within a subdivision where the same floorplan or exterior design
is used less than three times.
C. Application.Application shall be made to the Community Development Department on a form prescribed for this
purpose by the Department.
D. Accompanying Maps and Drawings Required. The application shall be accompanied by such maps and
supporting documents, including a statement of the colors to be used,the types of materials proposed to be used,
site plans,all elevations and other drawings.
E. Investigation and Report. The Director shall determine from data submitted whether the proposed use will meet
the requirements of this-Ordinance and shall either (1) administratively approve, disapprove, or approve with
modifications the subject`project where appropriate; or (2) when in his/her discretion he/she deems it necessary,
prepare a report with recommendations and submit said report to the appropriate reviewing body.
F. Procedure. On matters to be reviewed by the Committee, or when the Director refers.an application to the
Committee with recommendations,the applicant shall be soTnotifiied`and a hearing date shall be established. On
the date for said hearing,the Committee shall consider the Director's:report and any additional staff comment and
shall permit applicantor any other affected person to present any evidence which the Committee deems to be
relevant to said applicant. The Site Plan and Architectural Review Committee shall approve, disapprove, or
approve with modifications the subject project.
G. Standards for Review of Applications. The appropriate reviewing-body shall review the exhibits,together with
the reports-of the Director,and based on these documents„evidence submitted, and the considerations set forth
below, may approve the project as applied for,approve the project with modifications,or disapprove the project. In
taking action;the reviewing body shall consider the following:
Ordinance No.2300 N.CS. 163
3 __ i
at Aci 3
Resolution No. 2012-060 N.C.S.
of the City of Petaluma, California
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 N.C.S., 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 3334 acres, 38 tenant spaces and an
overall building square footage of378,000 square feet,:East Washington Place will be the
largest commercial center in the city when complete. The project's main access point will be
Johnson Drive, a new public street connecting to East Washington.Street west of the project
Resolution No 2012-060 N.C.S. ';Y L 12 _
site, which.wilt-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 allows'an appropriate sign program sufficient to meet commercial
needs of East Washington Place,meets the intent of the sign-ordinance fo 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 not constitute.a nuisance or be detrimental to
the public 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 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 protectinglenhancing 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 evolvingfrom.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
Resolution No.2012-060 N.C.S. Pao s 13
provides for pedestrian scaled wayfindingsignage 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/he 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 24.010.0.
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 metalaccents 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. 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 uncontrolled
use of signs.
Resolution No.2012-060 ■.C.S. P e33 i44
b. The architectural styleshould: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
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;des`•ign 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 durableand long-lasting.
c. The siting of the.structures on the property as compared to the siting of other structures in
the immediate neighborhood.
The siting of the proposed sign?are appropriate for the site and for the surrounding
area The signs are located in such places as to not interferewith 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.
Under the power and,authority conferred upon this.Council by the Charter of said City.
REFERENCE: I hereby certify the foregoing Resolution was introduced and adopted by the App roc to
Council of the City of Petaluma at a Regular meeting on the 7'^day of May,2012,
by the following vole:
City Attorney
AYES: Albertson,Harris,.Healy
NOES: Barrett Vice Mayor Renee •
ABSENT: Mayor.Glass;Kcarncy,
ABSTAIN:�° None�� nn, ' � ^
aresr:
W \ 4 C t eI
city Clerk Vice Mayo
Resolution No. 2012-060 N.C.S. Pa3 — 15
Exhibit A
•
SPAR CONDITIONS OF APPROVAL FOR THE
MASTER SIGN PROGRAM
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 (date
stamped April 12, 2012) 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 M1, M2,S9, 510, M3, M4, M5 and M6) facing the freeway, unless and until
Sections 20.1.40 and 20.150.of the Implementing Zoning Ordinance are amended to
permit freeway facing signs, and subject to the requirements of any such amendment.
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 tall monument sign identifying only the Petaluma Swim Center located
at the southwest corner of East Washington and Kenilworth Drive on the Petaluma
Swim 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 height to
five feet and approximately 2.5 square feet 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 any project and/or tenant identification signs on pubtic 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 thirty (30) feetin height to
conform to the sign ordinance height requirement and contain sign area of 325 square
feel per sign face. The Landmark sign shall be erected to the north of the central project
Resolution No. 2012-060 N.C.S. 5 . Ib
entrance.driveway on Kenilworth Drive.The Landmark sign shall`..be designed and sited to
be primarily.visible from Kenilworth Drive and not from.Highway 101 or its ingress/egress
ramps. Additional landscaping may be utilized to accomplish this:condition. A revised
Master Sigh Program illustrating these changes shall be reviewed:and approved by the
Planning Manager prior toissuance of the first sign permit.
d. The following monument signs (SN-19) 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 intersection of Johnson Drive and
Kenilworth Drive, and one each on'the south side of the central project driveway
entrance.on Kenilworth Drive, and one at the driveway entrance to the project north of
Building M6.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. Wayfinding signsshall Match the materials, dimensions, style and colors of the City's
existing wayfinding signage. Detailed shop drawings shall be submitted for review and
approval priori()issuance of the first sign permit under this Master Sign Program. The
wayfinding signs shall be installed prior to 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, makingsigns of this type consistent and uniform.for the project.
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, unless and until Sections 20.140 and 20.150 of
the Implementing Zoning Ordinance are amended to permit freeway facing signs, and
subject to the requirementsof any such amendment.
3. The applicant shall apply for and obtain a building permit prior to installation of signs.
4. All exterior signs shell 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 consistentwith 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 Indemnitees to attack, set aside, voider 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
Resolution No.2012-060 N.C.S. Pag " 1 7
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.
Resolution No:2012-060 N.C.S. P _ I
ifiebt(Ant"
Borba, Irene
From: Katy Schardt [katy @katyschardt.com]
Sent: Monday, June 11,2012'4:45 PM
To: - Borba, Irene
Cc: John McNellis}Mike Powers
Subject: Freeway oriented signage at Plazas North and South
Attachments: Proposed language for architectural upgrades required for freeway signage 061112.docx
Irene,
I've reviewed the Zoning Ordinance modifications for freeway-oriented signs and have
discussed same with McNellis Partners. It would be helpful to have some specifics
associated with the architectural upgrades for existing shopping centers. To get the
discussion started, I've attached draft'conditions that Plazas North and South would
support. Would you please share with the Planning Commission tomorrow night?
I will be unable to attend the hearing tomorrow but am available to answer any questions or
comments you may have.
Thanks Irene,
Katy
Katy Schardt
Compass Commercial
3262 Penryn Road, Suite 200
Loomis. CA 95650
(916) 660-9623
katy(d katyschardt.corn
1
� s
Proposed language for architectural upgrades required for freeway-driented.signage:
Plazas North and South shall be deemed to have satisfactorily complied with the architectural upgrades
required for freeway-oriented building signs if:
a) Freeway-oriented elevations are enhanced with a paint scheme (eg. base building color and
enhancement colors) that has been approved by City of Petaluma planning staff;
b) Trellises, or similar dimensional structures, are installed in quantity, sizes and locations that
have been approved by City of Petaluma planning staff;
c) Building signs are the "halo"sign type; and
d) Signs are placed in a sign area that has been approved by City of Petaluma planning staff.
•
Janice Cader-Thompson
732 Carlsbad Court•Petaluma, CA 94954
707 762-727:janicecader @gmail.com
June 11, 2012
Petaluma Planning Commission
11 English Street
Petaluma, CA 94952
RE: Agenda Item: Proposed Changes in Text of City of Petaluma Implementing Zoning
Ordinance Freeway Corridor 12-ZOA-0291
Dear Planning Commissioners:
I urge a No vote on the proposed amendments including modifications to Sections
20.140 and 20.150 (freeway oriented signs) of the Sign Ordinance. The Regency
Center and Deer Creek Village:were'.both promoted on the basis of reducing the need
for Petaluma residents to get on the 101 corridor to purchase products that were not
available in our community. Conversely, the proposed change to the City's IZO
represents an entirely different planning scenario. Does this mean more local shoppers
will be congesting our local streets and US Highway 101; hence the need for more
freeway facing signage?
According to Caltrans the purpose of widening highway101 is to move traffic; not to slow
traffic so drivers can read tall signs and signs on the backs of buildings. Has Caltrans
reviewed this ordinance?
We know the entire Petaluma City Council is concerned with the Rohnert Park Casino
and the traffic if will add to US Highway 101. They are also concerned with Dutra and
it's affect on the visual gateway into our community. People always say; "Petaluma is a
special town". They love our historic downtown, our River and our open space. I would
much rather see a green gateway with trees and plants rather than tall retail monuments
and lit up signs on the backs of large walls. Please vote. NO to littering our gateway with
more retail signs.
Sincerely,
Janice Cader-Thompson
To: Petaluma Planning Commissioners
RE: Changes proposed in freeway frontage signageregulations
June 12,2012
Dear Commissioners:
It is very important to consider the post-EIR-individual and cumulative impacts of any proposed
changes in sign regulations for freeway fronting businesses, including Regency. Any changes in
regulations that increase or significantly change the visual appearance of the Project,beyond what
was considered and evaluated in.the Regency EIR(as well as for the Deer Creek and other
frontage malls), re: aesthetics,.blight, lighting,view corridors, driving safety and visual individual
and cumulative impacts,must be completely disclosed to the public prior to making any Project-
related changes. Those are required subjects of the EIR.
Changes in the sign regulations and this Project description will change the evaluations and
conclusions of the already approved Regency DEW and FEW re: the Project and its individual
and cumulative:impacts and mitigations. As such,the limits of any changes must fall within the
range of options and impacts evaluated within the approved EIR. Otherwise,new CEQA-
compliant evaluations of the,change in the Project are required under law.
CEQA requires a "stable and accurate project description" (established case law), and this
proposed change in law to accommodate this Project proponent's requests violates that basic
premise of CEQA,unless a-revised or supplemental EIR is provided to the decision makers and
the public, as required by CEQA.
This is an example of classic,project creep, and CEQA rejects that as'segmentation'of a project's
description and impacts, and thus making its mitigations'incomplete, inaccurate or both.
The City must return to the public and Planning Commission with,a.Supplemental or Subsequent
EIR, focused on correcting the Project description and the visual,blight & aesthetic impacts to
match their current requests. In addition, impacts to distracted drivers(increased accident rates, or
speeding, for instance)with more signs on 101 should be addressed. This is in concert with the
inevitable induced cumulative impacts of changing the regulations so that other shopping centers
will very likely change their signage on 101.
The public and the Planning Commission,cannot make any decisions absent a full disclosure of
individual and cumulative impacts. Disclosure should also include.renderings of the entire
Petaluma 101 corridor viewshed with signage shown at the maximum extent possible under the
proposed regulatory or Project approval changes.
This is not some innocent minor change to the Project or to Petaluma's built environment. It is a
substantial and significant change,which must be reexamined in the light of the whole of the
project and its now inaccurate and insufficient EIR.
Thank you for consideration.ofthese comments. I hope that the Planning Commission will chose
to follow CEQA responsibly, and not let these regulatory changes and their significant impacts to
our community:and environment be tossed off lightly.
Sincerely,
David Keller
Petaluma River Council
1327 I St.
Petaluma, CA 94952
STATE OF CALIFORNIA—BUSINESS,TRANSPORTATION ANDHOUSING AGENCY EDMUND G.BROWN Jr.. Governor
DEPARTMENT OF TRANSPORTATION ?•
111 GRAND AVENUE
P. 0. BOX 23660
OAKLAND,CA 94623-0660 Flex your power!
• PHONE(510)286-5541 Be energy efficient!
FAX(510)286-5559
TTY 711 RECEIVED
June 8, 2012 JUN 12 2012 SON1011045
COMMUNITY DEVELOPMENT DEPARTMENT SON-101-3.66/7.65
Ms. Irene Borba
City of Petaluma
11 English Street
Petaluma, CA 94952
Dear Ms. Borba:
Petaluma Implementing Zoning Ordinance —June 12, 2012 Planning Commission Staff
Report
Thank you for including the California-Department of Transportation (Caltrans) in the
environmental review process for the project referenced above.
Outdoor Advertising Act
Caltrans is required by law to enforce the Outdoor Advertising.Act,and Regulations regarding the
placement of advertising along the highways. That document is available on the internet at
http://www.dot.ca.eov/hq/oda/download/ODA Act & Regulations.pdf.
Therefore, in response to the proposed text amendments to the City of Petaluma's Sign Ordinance
with regard to freeway-oriented wall signs for shopping centers, design plans for any proposed
freeway-oriented signage should.beprovided to Caltrans for review and, depending on proposed
sign location, approval. Such plans should depict the layout, roadway setback, orientation, sign
size, and glare intensity if applicable. Furthermore, any sign advertising a business not on premise
will require an Outdoor Advertising Display Permit. More information on outdoor advertising may
be obtained from the following website: http://www.dot.ca.2ov/oda/. The corresponding Outdoor
Advertising Program coordinator is Jeff Anderson of Caltrans' Division of Traffic Operations, who
can be reached at (916) 654-6230.
Should you have any questions,regarding this letter, please call Connery Cepeda of my staff at
(510) 286-5535.
Sincerely, n
G ARNOLD
District Branch Chief
Local Development- Intergovernmental Review
'Caltrans improves mobility across California'
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