M E M O R A N D U M CITY PLANNING DIVISION PLANNING AND COMMUNITY DEVELOPMENT DEPARTMENT CITY OF SANTA MONICA

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1 M E M O R A N D U M CITY PLANNING DIVISION PLANNING AND COMMUNITY DEVELOPMENT DEPARTMENT CITY OF SANTA MONICA DATE: May 11, 2015 TO: FROM: SUBJECT: The Honorable Landmarks Commission Planning Staff Certificate of Appropriateness LC-14CA-026, including a Sign Adjustment, 256 Santa Monica Pier (Rusty s Surf Ranch Restaurant) Request for consideration of approval for the second phase renovation building design/tenant improvements to include a remodel to the entire south building façade, new upper north building façade, remodel of the entire interior first floor, remodel and expansion of the second floor dining area to include new outdoor patio dining areas, together with a sign adjustment and new signage to the south entry/elevation to Rusty s Surf Ranch, located in the Billiard s Building at 256 Santa Monica Pier. APPLICANT: PROPERTY OWNER: HIMG City of Santa Monica INTRODUCTION AND BACKGROUND The Santa Monica Pier and beach are iconic locations for the City and serve as a popular regional Southern California destination. The businesses on the Pier cater to the needs of visitors and residents by providing retail items, food and drink, games and entertainment. Rusty s Surf Ranch occupies the middle tenant space of a three-tenant building on both the first and second floors of the Billiard s Building on the Santa Monica Pier within the Oceanfront Land Use District and in the RVC (Residential-Visitor Commercial) Zoning District. The west side of the building contains The Albright, a seafood restaurant, while the east side of the building contains Restaurante Al Mare. The restaurant, operated by Hospitality Industry Management Group, has been in operation since July 1984 while operating as a full service sit down restaurant during breakfast, lunch and dinner, and turns into a nightclub with permitted dancing and live entertainment on certain evenings. The applicant is proposing second phase tenant improvements to the existing Rusty s Surf Ranch bar/restaurant. Proposed are a remodel to the entire south building façade, - 1 -

2 new upper north building façade improvement, a remodel of the entire interior first floor, remodel and expansion of the second floor dining area to include new outdoor patio dining areas, together with a sign adjustment and new signage to the south entry/elevation. As part of this second phase renovation, the Landmark Commissions purview is to only review the entire new south building façade including the request for a sign adjustment and new signage at the south entry and the new upper north building façade. All other proposed improvements were previously approved by both the Planning Commission and Landmarks Commission at prior meetings described below: CA : On February 10, 2014, the Landmarks Commission approved a Certificate of Appropriateness for signage and a canopy over the north side first floor outdoor seating at Rusty s Surf Ranch (Phase I). CUP & RPP : On November 12, 2014, the Planning Commission approved a Conditional Use Permit and Reduced Parking Permit to allow for the expansion of the existing restaurant and nightclub with alcohol service, which included; complete interior remodel of both the first and second floors, the expansion of north and south outdoor dining areas on the second floor and to allow for shared parking facilities at the Santa Monica Pier for Rusty s Surf Ranch. PUBLIC NOTICE Notice of this hearing was provided as required by Section (c) of the Landmarks Ordinance, with notice sent to all owners and occupants within a 300-foot radius and a newspaper notice published in the Santa Monica Daily Press at least 10 days prior to the hearing (Attachment A). PROJECT DESCRIPTION The applicant is proposing exterior changes to the existing tenant space, as follows: Rear (South) Facade Remove the existing blue awning that is located at the roof line of the building and replace with new signage above. New signage proposed. The new sign is comprised of two marquee elements located on both ends of the building façade with white acrylic faces and four lines of 6 inch changeable copy and illuminated by fluorescent lamps. At the center of the proposed sign will be the word Rusty s in open faced channel letters. Illumination will be provided by micro-brite light bulbs located within the channel letters. The sign will be attached to the front of second floor outdoor dining enclosure with a bamboo overlay as the backdrop. The word, Surf Ranch will be centered just below in an aluminum band with a frosted face and illuminated by LED lighting from behind. Due to the increased area of signage, a sign adjustment is proposed to allow a greater amount of sign area. The façade will be finished with stucco, painted light green and trim to be painted dark green to match the existing building

3 The first floor outdoor patio double door will be replaced with a new double entry door with bamboo panel. The bamboo paneling will also replace the existing wrought iron enclosure along the entire patio area measuring 3 feet in height. The first floor existing windows will also be replaced with adjustable glass panel openings. New second floor outdoor dining patio area to be covered with a new canvas canopy. The plans presented do not provide any details about the new canopy/roof structure over the outdoor dining area and staff is suggesting a condition requiring the applicant to work with them to further clarify the construction and materiality of the new canopy/roof structure over the outdoor dining area. Front (North) Facade The façade will be finished with stucco, painted light green and trim to be painted dark green to match the existing building. New second floor outdoor dining area will be located directly above the first floor outdoor patio and will be open to the sky with a 3 foot glass enclosure atop the new deck railing. The first floor expansion of the outdoor patio area and signage were approved in the first phase of this project at the February 10, 2014 Landmarks Commission meeting. ANALYSIS Exterior Improvements The historical significance of the Pier is due in part to its historic and current function one of the City s important social and recreational public spaces. While the Pier has changed physically over the years, it continues to be a historically significant, Landmark property in the City. Santa Monica Pier Design Guidelines (1987) General Goals #2 and #4, encourage design creativity and innovation within a context of continuity and encourage development of a unique environment with ease of access and user friendliness as a prime design consideration. More specific building design guidelines in this document state that adjacent structures of differing height, size, mass, style and color are encouraged and that architectural images that evoke fantasy, escape, exoticism, humor and whimsy are strongly encouraged. The applicant is proposing exterior improvements to an existing restaurant space, including providing expanded outdoor dining area for patrons of the Pier. The proposed exterior modifications are minor in scope. The new color scheme in light green and dark green to match the existing building along with the new bamboo paneling, provides for a much needed upgrade to the tenant space. The proposed project would also allow the tenant to enhance its existing outdoor dining area by creating a patio that is visible from the Pier Front Walk. The addition of the new second floor outdoor patio areas along - 3 -

4 both the North and South elevations and the new ground floor patio areas with new adjustable glass panel openings would also improve the interior restaurant space and outdoor dining area by increasing the amount of transparency into the restaurant space from the outdoor dining area. The proposal is an appropriate and compatible remodel on the Landmark Santa Monica Pier. The new restaurant appears to be consistent with the goals outlined in the Pier Design Guidelines and takes into account the historic character, setting, and context of the Santa Monica Pier as a true public recreation and social space. Through compatible design scheme and material, the remodeled building reflects the character of the Pier (past and present) and its physical evolution over the years. Because the new design is not proposing substantial changes to its scale, proportion, massing, it will not destroy the Pier s overall historic materials, features, setting, and spatial relationships that characterize its importance. Additionally, the remodel work is compatible in design yet visually differentiated from existing historic structures on the Pier. Further, the proposed changes would be undertaken in such a manner that, if removed in the future, would not compromise the Pier s essential historic form and integrity. Signage Compatibility The Santa Monica Pier Design Guidelines encourage signage on the Pier to be pedestrian-oriented, and to reflect and compliment the color, style and detail of the structure to which the signage is attached. The proposed signs reflect the design theme and colors of the existing tenant space façade while maintaining pedestrian-orientation with nighttime illumination that is not unnecessarily bright or glaring, in keeping with the guidelines. The Santa Monica Pier Design Guidelines stress the importance of signage for creating a fun and vibrant atmosphere. The design guidelines also indicate that signage should be used as the major color and decorative element on the building and a meaningful part of the architecture. In this case, the signage conforms to these guidelines since it is appropriately sized and scaled to the building while providing the necessary business identification. The proposed sign is contemporary in design and is more composed and organized than the previous signage on the building. The proposed sign also provides visual interest. The marquee signs on both the front and rear building entry points provide not only information on current and upcoming events at the restaurant but symmetry and balance to the overall sign while retaining the theme/identity of the restaurant. The applicant s original proposal for the south (rear) façade of the building was a little larger in scale, asking for 160 square feet of signage, however upon further review and working with staff the applicant revised their signage by reducing the scale and mass, lowering it nearly in half

5 Approved Signage (North Elevation-Front): Old Proposed Signage (South Elevation-Rear): New Proposed Signage (South Elevation-Rear): Maximum Allowed (per code): Total Signage for site: 190 sq. ft. 160 sq. ft. 82 sq. ft. 40 sq. ft. 272 sq. ft. Staff believes that although the sign requires a sign adjustment to allow for a greater amount of sign area, the sign achieves the goal of providing a fun and colorfully whimsical feel to not only the building but to the pier as well. Overall, staff believes the proposed sign will enhance the look of the restaurant and the sign adjustment is warranted. Overall, staff is supportive of the overall project concept. However, since the applicant has not provided enough detail with respect to the material of the proposed canopy/roof structure, its construction, and attachment detail for staff to make a thorough assessment, staff is suggesting that the applicant continue to work with staff to clarify these details and amend the plans accordingly. Conditional approval is recommended. Compliance with The Secretary of the Interior s Standards The Secretary of Interior s Standards do not provide extensive guidance on signage, other than standards discouraging damage or loss of historic materials. US National Park Service Preservation Bulletin #25 suggests that new signs should be attached carefully, should be designed to work with the building, not against it and should not obscure significant features. The sign, as proposed, would adhere to these standards as the impacts to the building s significant architectural features (i.e. its tower and roof) would not be negatively impacted. CONCLUSION AND RECOMMENDATION Findings for both a Certificate of Appropriateness and a Sign Adjustment can be made in a positive manner for the request to approve the exterior modifications and additional sign area. Overall, staff recommends conditional approval of Certificate of Appropriateness LC-14CA-026 based on the following findings, as required by SMMC Sections (c) and , and subject to conditions: CERTIFICATE OF APPROPRIATENESS FINDINGS 1. The proposed project would not detrimentally change, destroy or adversely affect any exterior feature of the Landmark or Landmark Parcel upon which such work is to be done. The proposed project involves new exterior improvements and signs that will be attached to the building in a manner that will not damage the building. Any holes in the existing facade resulting from the mounting of the signs can be repaired to match the existing surface upon removal of the sign. Furthermore, as conditioned, the exterior improvements and signs complement and do not obscure any character-defining features of the subject building. Therefore, the proposed exterior improvements and signage is consistent with the Secretary of Interior s Standards for Treatment of Historic Properties

6 SIGN ADJUSTMENT FINDINGS (to allow greater amount of sign area) 1. The strict application of the provisions of the Sign Code would result in practical difficulties or unnecessary hardships for the business or property in that the Santa Monica Pier Design Guidelines recommend the use of signage as a major design element to add color and movement to the Pier if such signs are compatible in size, color and scale with the building on which they are placed and with the adjacent surroundings. The additional sign will provide greater business identification to this use which is situated in a building that has heightened public exposure on three of its elevations. 2. There are exceptional circumstances or conditions unique to the property that do not apply generally to other properties in the vicinity in that the entire Pier is a designated Landmark with design guidelines that have been adopted to. The building is situated on the Santa Monica Pier at a location where business identification is necessary on three of its elevations. 3. The granting of the sign adjustment would not be materially detrimental to the property owners in the vicinity in that the City is the owner of both the Pier and adjacent rights-of-way and the proposed signs, as conditioned, are compatible and appropriately scaled in relation to the building and will not detract from the visibility of surrounding businesses. 4. The granting of the sign adjustment would not be contrary to the general objectives of the Sign Code in that the signage is appropriate for the scale of the building, consistent with the Sign Code s stated purpose to encourage signs which are integrated with and harmonious to the buildings and sites which they occupy, to eliminate excessive and confusing sign displays, to preserve and improve the appearance of the City as a place in which to live and to work and as an attraction to nonresidents who come to visit or trade CONDITIONS 1. This Certificate of Appropriateness shall be in full force and effect from and after the date of the rendering of the decision by the Commission. Pursuant to Landmarks Ordinance Section (h), this approval shall expire within one year if the authorized work is not commenced. Should the applicant be unable to comply with this restriction, an extension may be granted pursuant to Section for an additional 180 days maximum. The applicant must request such an extension prior to expiration of this permit. After that time, the applicant will be required to return to the Commission for approval. In addition, this Certificate of Appropriateness shall expire if the authorized work is suspended for a 180-day period after being commenced. 2. Prior to issuance of a building permit, the applicant shall work with staff on revision to the plans to clarify the material type, construction, and sign attachment detail of the proposed canopy/roof structure over the second floor outdoor dining area at the rear of the restaurant

7 3. This decision may be appealed by properly filing with the Director of Planning and Community Development a Notice of Appeal on a form furnished by the Planning and Community Department. Such notice shall be filed within a ten (10) day time period commencing from the date of the determination. 4. All required Planning and Building Permit approvals shall be obtained. Attachments: A. Public Notice B. Project Plans/Photographs - 7 -