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