HomeMy WebLinkAboutItem 2a: Electronic Display Sign at the Arcadia Chamber of Commerce.F
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STAFF REPORT
Development Services Department
DATE: March 19, 2013
TO: Honorable Mayor and City Council
FROM: Jason Kruckeberg, Assistant City Manager /Development Services Director
By: Jerry Schwartz, Economic Development Manager
SUBJECT: CONDITIONALLY APPROVE SIGN MODIFICATION MC 13 -01 TO
ALLOW A DIGITAL DISPLAY SIGN AT THE ARCADIA CHAMBER OF
COMMERCE LOCATED AT 388 WEST HUNTINGTON DRIVE
Recommended Action: Approve
SUMMARY
The Arcadia Chamber of Commerce represents the business community and works
closely with the City of Arcadia. The Chamber hosts several regular monthly activities
and annual special events and promotes important City and community events that
occur during the year. The signs in front of the Chamber building have been in place for
many years and are showing their age. The Chamber has proposed to convert one of
the two signs to an electronic display sign that would allow it to promote Chamber and
Citywide events to passersby. The City Council held a Study Session on February 5,
2013, and generally supported the concept of a digital display sign. In the S -2 Zone,
where the Chamber office is located, a digital display sign is not allowed by right. A sign
modification is required for the Chamber to be able to implement a digital display sign.
BACKGROUND
At the February 5 Study Session, the City Council was generally supportive of the
Chamber's request for a digital display sign. It was directed that, if approved, conditions
be established that would allow the Chamber to utilize the proposed new sign without it
becoming a distraction for drivers.
The Chamber of Commerce occupies its site at 388 West Huntington Drive under a
lease with the City of Arcadia. The property is zoned S -2, Public Purpose. There are
no sign regulations in the S -2 Zone. Likewise, electronic display signs are not typically
allowed in the City of Arcadia. Consideration of an electronic display sign can only be
considered pursuant to an application for a sign modification. A similar process was
followed when the Arcadia Masonic Center received approval for its LED message
board sign. While the Arcadia Masonic Center sign modification request went to the
Sign Modification MC 13 -01
March 19, 2013
Page 2 of 4
Modification Committee, the request by the Arcadia Chamber of Commerce is being
brought before the City Council as it is on property owned by the City.
DISCUSSION
The digital display sign would modernize one of the two existing signs outside of the
Chamber office. It would allow the Chamber to promote its various activities to anyone
who passes by the sign. The Chamber would also use the digital display sign to
promote City and community events. Currently, these events and activities are only
available to be advertised on the Chamber website, through direct e -mail, or via street
banners located throughout the City. The Chamber is proposing to have one sign
converted to a digital display, with the area the same as the existing Chamber sign that
would be replaced. The proposed sign would be aluminum with a full color LED display
and painted returns. The digital display can be fixed or changing. The top address
display and the support tubes would be retained from the existing sign.
Arcadia Municipal Code Section 9292.1.4 requires that for a modification to be
approved, one of following three findings must be made:
i. The Modification will secure an appropriate improvement of a lot; or,
ii. The Modification will prevent an unreasonable hardship; or,
iii. The Modification will promote uniformity of development.
The proposed digital display sign would be unique in Arcadia. It would utilize multiple
colors and offer graphics that are beyond a typical message board sign. The Chamber
of Commerce has a unique role in Arcadia. The Chamber acts as the voice of the
business community and its regular monthly programming and annual events are
oriented to all local businesses. The Chamber partners with local and regional
businesses as sponsors for specific activities, including the Government Affairs Forum,
the Monthly Business Breakfasts, and the annual Taste of Arcadia. There is also a
current arrangement with Westfield Santa Anita to be the presenting sponsor for the
Chamber for a one year period. During the year, the Westfield logo appears next to the
Chamber logo on all Chamber material, and would also be expected to be placed on the
proposed sign on any image that also included the Chamber logo.
The Chamber is also involved with community -wide events, whether they occur at one
of the schools or elsewhere in town. The Chamber currently promotes these various
programs and events on its website, in its e -mail blasts to members and in its
newsletter. The proposed digital display sign will allow the Chamber to enhance its
message related to these events and marketing activities. The community will benefit
from the visibility of the digital display, which in some cases will promote events that
may not have been widely publicized. Finally, the digital display sign has the potential
to broadcast emergency and safety messages. For all these reasons, the project will
secure an appropriate improvement. This combination of business, City, and community
interests put the Chamber of Commerce in a special category in comparison to a private
Sign Modification MC 13 -01
March 19, 2013
Page 3 of 4
business that might request to install a digital display sign. While the Chamber has to
meet its costs and can expand its events as time and budget allow, profit is not its
motivation. As such, approval of this request for a digital display sign should not be
viewed as a precedent for private businesses to be granted the ability to have a similar
type of sign.
One concern that was raised during the review by the Engineering Division is the
possibility of future widening of the left turn pocket on westbound Huntington Drive at
Holly Street to address current and future traffic in the area. Any widening would take
property from the current Chamber site. It is essential that the digital display sign be
located so that it would not be impacted by widening of Huntington Drive.
The recommended conditions are:
1. The digital display cannot change more frequently than once per minute. This
would allow the message to change regularly without constant movement that
could be a distraction for drivers. The Chamber would have the option to change
the message less frequently depending on the different messages that are being
displayed or the desire to focus on one message to attract attention to a specific
event (e.g., Taste of Arcadia).
2. The digital display cannot have blinking or flashing messages or moving
animation within a given message. Simple transitions between messages are
acceptable. An example of an acceptable transition would include, but not be
limited to: fading out/in or sliding in from a single direction. An example of
prohibited animations would include, but not be limited to: spinning, bouncing,
dissolving, or zooming animations.
3. The Chamber will limit the use of corporate logos and /or names on the sign to
sponsors of Chamber events or activities of presenting sponsors. The sign shall
not be used as off -site advertising for any corporation.
4. The Chamber will limit messages to Chamber events and activities and programs
of community interest. The sign will not include any overt political or religious
messages.
5. The Chamber will work with City staff on the location of the sign relative to any
future widening of westbound Huntington Drive.
The request for a Sign Modification requires a Public Hearing with notice to property
owners within 100 feet of the applicant's property. Notice was sent to two affected
properties, the Santa Anita Race Track and Arcadia Methodist Hospital. Santa Anita
Race Track does have a large LED message board sign.
Sign Modification MC 13 -01
March 19, 2013
Page 4 of 4
CALIFORNIA ENVIRONMENTAL QUALITY ACT (CEQA)
This project is Categorically Exempt from the California Environmental Quality Act
(CEQA) under Section 15302 of the CEQA guidelines as the reconstruction of the sign
having negligible or no permanent impact of the environment. A Preliminary Exemption
Assessment is attached.
FISCAL IMPACT
The proposed digital display sign will be fully funded by the Chamber of Commerce and
will not have a fiscal impact on the City.
RECOMMENDATION
It is recommended that the City Council conditionally approve Sign Modification MC
13 -01 to allow a digital display sign at the Arcadia Chamber of Commerce located at
388 West Huntington Drive.
Approved
Dominic Lazza
City Manager
Attachments: Photo of the Proposed Sign
Preliminary Exemption Analysis
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PRELIMINARY EXEMPTION ASSESSMENT
(Certificate of Determination
When Attached to Notice of Exemption)
1. Name or description of project:
Digital Display Sign
2. Project Location — Identify street
address and cross streets or attach a
map showing project site (preferably a
USGS 15' or 7 1/2' topographical map
identified by quadrangle name):
388 West Huntington Drive
3. Entity or person undertaking project:
A. Arcadia Chamber of Commerce
B. Other (Private)
(1) Name
(2) Address
4. Staff Determination:
The Lead Agency's Staff, having undertaken and completed a preliminary review of this project in accordance with
the Lead Agency's "Local Guidelines for Implementing the California Environmental Quality Act (CEQA)" has
concluded that this project does not require further environmental assessment because:
a. ❑
The proposed action does not constitute a project under CEQA.
b. ❑
The project is a Ministerial Project.
C. ❑
The project is an Emergency Project.
d. ❑
The project constitutes a feasibility or planning study.
e. x❑
The project is categorically exempt.
Applicable Exemption Class: Section 15302
f. ❑
The project is statutorily exempt.
Applicable Exemption:
g. ❑
The project is otherwise exempt on
the following basis:
h. ❑
The project involves another public agency which constitutes the Lead Agency.
FN7aineoof Lead Agency:
Date:
Staff:
Preliminary Exemption Assessment FORM "A"