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HomeMy WebLinkAboutItem 3d - Chamber of Commerce Sign ModificationAngus[ 5, 1903 1 ity DATE TO: FROM: STAFF REPORT Development Services Department May 6, 2014 Honorable Mayor and City Council Jason Kruckeberg, Assistant City Manager /Development Services Director By: Jerry Schwartz, Economic Development Manager SUBJECT: AMENDMENT TO SIGN MODIFICATION MC 13 -01 TO ALLOW A SECOND DIGITAL DISPLAY SIGN AT THE ARCADIA CHAMBER OF COMMERCE LOCATED AT 388 WEST HUNTINGTON DRIVE Recommendation: Approve SUMMARY The Arcadia Chamber of Commerce represents the business community and works closely with the City of Arcadia by hosting monthly activities and annual special events and promoting 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 asked permission to convert both signs to electronic display signs that would allow its promotion of Chamber and Citywide events. On March 19, 2013, the City Council approved a sign modification to allow a digital display sign to replace the sign on the north side of the Chamber property. The Chamber is now proposing to convert the sign on the south side of the property to a similar digital display sign. In the S -2 Zone, where the Chamber office is located, a sign modification is required for the Chamber to be able to implement this digital display sign. It is recommended that the City Council allow this second sign. BACKGROUND In 2013, the City Council held a Study Session regarding the request by the Arcadia Chamber of Commerce to convert its current signs to digital display signs. Although their goal was to replace both signs at that time, the Chamber only anticipated being able to raise the funds for one digital display sign and it focused on the sign on the north side of the property. The City Council was generally supportive of the Chamber's request and, on March 19, approved a sign modification to allow a digital display sign on the north side of the property as a replacement of the existing sign. Conditions were established that would allow the Chamber to utilize the new sign without it becoming a distraction for drivers. The sign on the north side is currently being fabricated. Digital Display Sign at Chamber of Commerce May 6, 2014 Page 2 of 4 The Chamber is now in a position to have a second digital display sign installed to replace the current sign on the south side of the property. The Chamber 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. DISCUSSION The digital display sign would modernize the second of the two existing signs outside of the Chamber office. It would allow the Chamber to promote its various activities and to promote City and community events. Currently, these events and activities are only advertised on the Chamber website or through e -mail, flyers, and other traditional means. The Chamber is proposing to have the sign on the south side of the property converted to a digital display with an area the same as the existing Chamber sign. The proposed sign is designed the same as the one planned for the northern size of the site: aluminum with a full color LED display and painted returns. The digital display will be 9.45 -feet wide by 4.2 -feet tall, with a total digital display area of 39.7 sq. ft. The top address display and the support tubes will be retained from the existing sign. While the first sign has not yet been replaced, through negotiations with Panasonic, the Chamber will be able to have the second sign produced and installed at the same time for a reduced cost. The north and south side signs will be the same model. They will look and operate the same. 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 Chamber of Commerce has a unique role in Arcadia by promoting all City businesses and occupies a unique site with frontage on two major travel ways in the central portion of the community. The proposed digital display sign will allow the Chamber to enhance its message related to events and activities that are of interest to the entire community. In this way, the project will secure an appropriate improvement. The combination of business, City, and community interests puts the Chamber of Commerce in a special category in comparison to a private business that might request to install a digital display sign. As such, approval of this request for a digital display sign Digital Display Sign at Chamber of Commerce May 6, 2014 Page 3 of 4 should not be viewed as a precedent for private businesses to be granted the ability to have a similar type of sign. In any event, a future request for a LED or digital display sign will still require an application for a modification and a hearing before the Modification Committee. The recommended conditions of approval are as follows: 1. The digital display sign 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. 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, Santa Anita Race Track and Arcadia Methodist Hospital. Santa Anita Race Track has a large LED message board sign in two locations on the site. ENVIRONMENTAL ANALYSIS 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 has negligible or no permanent impact to the environment. Digital Display Sign at Chamber of Commerce May 6, 2014 Page 4 of 4 FISCAL IMPACT The proposed digital display sign will be funded by the Chamber of Commerce and will not have a fiscal impact. RECOMMENDATION It is recommended that the City Council approve an amendment to Sign Modification MC 13 -01 to allow a second digital display sign at the Arcadia Chamber of Commerce located at 388 West Huntington Drive. Approved Dominic La77are City Manager Attachment: Rendering of the Proposed Sign SHCWN YMN LEO DMPIAY -c .� 4ALIM41 <,,,,;,� 38�8 W. Hucrtington Dr. J• W6