Architectural Review Board Report

Transcription

1 Architectural Review Board Report To: From: Subject: Architectural Review Board Rathar Duong, ARB Liaison Architectural Review Board Meeting: October 17, 2016 Agenda Item: ARB-0462 to approve modification to a previously approved sign program and sign adjustment to install a wall sign and a projecting sign for a new restaurant, Mainland Poke Shop. Address: Applicant: 411 Santa Monica Boulevard John Iadipaolo, Artistic Sign Group Recommended Action It is recommended that the Architectural Review Board approve ARB application 16ARB-0462 based upon the findings and subject to the conditions contained within this report. Executive Summary The applicant proposes to install two new signs comprising of a wall sign and a projecting sign for a new restaurant tenant, Mainland Poke Shop. There is an existing approved sign program for the multi-tenant two-story commercial building located at the northeast corner of Santa Monica Boulevard and 4 th Street. Sign Program ARB was approved on March 15, The approved sign program established the sign locations, type/design/colors and construction method for all tenant spaces within this building. The proposed wall sign is consistent with the approved location, design, color and method of construction; however, the 52 SF sign and its shape are inconsistent with the approved sign program and Sign Ordinance since only 25 SF of sign area is permitted by-right. A new 4.50 SF projecting sign is also proposed and is within the allowable sign area for this sign type, but was not part of the approved sign program. As such, both the wall and projecting signs deviate from the established sign program and code requirements and require approval from the ARB. No improvement is proposed to the façade of the building. Staff recommends that the ARB approve the application subject to the conditions contained in this report. The proposed deviations from the sign program include the shape of the wall sign and the new projecting sign, while the sign adjustment is for exceeding the allowable sign area for a wall sign. 1

2 Background ARB : On March 15, 1993, the ARB approved a Sign Program for a multitenant commercial building at 409 Santa Monica Boulevard (also known as 401 Santa Monica Boulevard). The existing building is listed on the Historic Resources Inventory (HRI) and noted for its Art Deco design and its primarily unaltered condition on the second floor. The proposed sign installation would not affect the integrity or result in new alterations to the buiding s facades. The new signs will be installed in the existing sign area on an already altered ground floor façade. Mainland Poke Shop operates three other locations within the Los Angeles area. Santa Monica will be its fourth location. The proposed wall and projecting signs are consistent with the company s branding, sign criteria and design. The proposed signs under this application would maintain design consistency among the company s other restaurants. Project / Site Information The following table provides a brief summary of project data: Zoning District / Design BSC3 (proposed Downtown Specific Plan) Guidelines: Parcel Area (SF): 15,000 SF Parcel Dimensions: 100 x 150 Existing On-Site Existing 2-story multi-tenant commercial building (1923) Improvements (Year Built): Historic Resource Existing Art Deco style building is listed on Historic Resources Inventory (Status Code 5D3) CEQA Exempt pursuant to Section (b)(3) and Section 15311(a), Class 11. Adjacent Zoning & Use: North BSC3-2-story office/retail building South BSC3-2-story retail building (REI) East BSC2-6-story office building West C3C 4-story mixed-use building The subject tenant site is located in a multi-tenant commercial building situated on the northeast corner at Santa Monica Boulevard and 4 th Street within the City s Downtown core. The surrounding developments include a mix of retail and office uses within oneto 6-story commercial, office, and mixed-use buildings. 2

3 Analysis Sign Design/Conformity to the approved Sign Program ARB The applicant is proposing to install two new signs for a new restaurant tenant, Mainland Poke, within an existing 2-story multi-tenant commercial building. The proposed sign includes one wall sign and one projecting sign. Both signs front Santa Monica Boulevard. The tenant s leased frontage (storefront) along Santa Monica Boulevard is 21 feet wide. However, due to the design of the ground floor of the 2-story building, the extent of the existing sign area as shown on Sheet 6 measures 18 inches high by 12.5 inches high for a total sign area of SF. The Sign Ordinance permits a maximum of 25 SF for a wall sign. The proposed wall sign shown on Sheet 2 measures 200 wide by 37.5 inches high for a total sign area of approximately 52 SF, which is 27 SF above the allowable sign area. However, the sign text and shark logo would amount to approximately nine square feet. The location of the proposed wall sign within the opening between the two columns is generally consistent with the sign program. The leading edges of the sign should be limited to the extent of the opening between the two interior metal supporting columns not the outer stucco columns. A condition has been placed so that the span of the sign is limited to the inner opening between structural metal frames, not the stucco columns to maintain consistency with other signs. The sign will be constructed of aluminum panel to be painted satin black. The sign text and logo will be routed out on the aluminum face and a white plexi board will be attached to the back of the routed aluminum panel which would clearly expose the business name and logo. The bottom edge of the sign features a unique contour design intended to mimic the coastline. The shape of the wall sign along its bottom edge is a deviation from the sign program and does not maintain uniformity with other signs while the proposed 52 SF sign is larger than the maximum allowable 25 SF and requires a sign adjustment. The proposed projecting sign is depicted on Sheet 4 and measures 27 inches wide by 24 inches high for a total sign area of 4.50 SF. The proposed sign area is consistent with the allowable sign area for this sign type. However, projecting signs were not included in the existing approved sign program. The approved sign program ARB stipulates the following criteria: All tenants shall have a uniform galvanized sign panel which shall be the same color for each tenant; Signs shall have a bottom return if galvanized metal border extends over 1 from the sign face; All lettering shall have plastic face within metal cutout; and All internal wires and housing of the sign shall not be visible from the pedestrian level. 3

4 The proposed wall sign (and projecting sign) are attractive and are of high quality. However, its shape is inconsistent with the overall appearance of the sign program and would not be uniform with its neighbors. The projecting sign, though not part of the sign program approval, is attractive, constructed of quality materials, and mirrors the design aesthetic of the wall sign. Other projecting signs have been approved for other ground floor tenants within the same building. Impact on Historic Resources The subject building is listed on the City s Historic Resources Inventory (HRI) and noted for its Art Deco design. The building has been assigned a Status Code 5D3, which identifies the building as a contributor to a potential historic district. As indicated in the Historic Resource Inventory documents (Attachment B) in August 1983, the two-story building has been extensively altered on the first floor along with major seismic upgrade. The storefronts have been reinforced with exposed structural steel frames with metal and glass infill. The second floor has been largely retained, particularly the windows, prominent cornice, and medallion frieze. The proposed sign installation is on the ground floor within the confine of the existing identified sign area and would not further compromise the integrity of the already altered ground floor. No alterations to the building or its façades are proposed. CEQA Status Signs Only The project is categorically exempt from the provisions of the California Environmental Quality Act (CEQA) pursuant to Section (a), Class 11, of the State Implementation CEQA Guidelines in that the project involves the construction or replacement of minor accessory structures (on-premise signs) to existing commercial, industrial or institutional facilities. HRI Properties The project is exempt from the provisions of the California Environmental Quality Act (CEQA) pursuant to Section 15331, Class 31 in that the building is considered an historic resource, for purposes of CEQA, and that the project scope will be carried out in a manner that is consistent with the Secretary of the Interior s Standards for the Treatment of Historic Properties with Guidelines for Preserving, Rehabilitating, Restoring and Reconstructing Historic Building (1995), Weeks and Grimmer. As proposed, the project scope would not alter the character defining features of the building and thus be consistent with the Secretary of the Interior Standards. Code Compliance This application has been preliminarily reviewed for compliance with the base district s development standards which address aspects of the plan that could result in significant changes to the project s design. A complete code-compliance review will not occur until the application is submitted for plan check. It is the applicant s responsibility to ensure that the plans comply fully with all applicable provisions of the Municipal Code. The applicant has been notified of any significant non-compliant aspects of their plans, and a condition has been added requiring full compliance with all applicable regulations prior 4

5 to the issuance of a building permit. Any significant changes to the design of the signs and/or building subsequent to any ARB approval will require Board approval. Sign Plans Multi-tenant Building Existing Sign Program Permitted Sign Area Existing Sign Area Proposed Sign Area (this application) Total Sign Area Total Number of New Signs Compliance SIGN AREA CALCULATIONS Yes Yes (ARB ) 21 SF based on leased frontage, but up to 25 SF by Code 12.5 high by 18 high Sign A (wall sign) = 52 SF Sign B (projecting sign) = 4.5 SF TOTAL = 56.5 SF 2 The shape and size of the wall sign (Sign A) do not comply with the approved sign program or the sign ordinance. The shape of the wall sign and projecting sign (Sign B) would be compliant with proposed sign program amendment. Sign A Mainland Poke Shop and shark logo Proposed Sign Type: Proposed Dimensions (Area): Proposed Colors: Sign B Poke Shop and shark logo Proposed Sign Type: Proposed Dimensions (Area): Proposed Colors: Wall-mounted, routed channel letters on aluminum panel and white plexi backing, illuminated 37.5 H x 200 L = approximately 52 SF Satin Black painted aluminum with white plexi Projecting sign 4.5 SF, square shape Satin black painted aluminum with white plexi backing The proposed wall sign is centered of the tenant bay and placed on sign band area consistent with the adjacent tenant signage of the commercial spaces on the ground floor. Sign Program Amendment and Sign Adjustment The existing sign program was approved in 1993 (ARB ) and allows each tenant a wall sign ranging from 14 SF to 21 SF in area depending on the width of storefront. No projecting signs were included nor approved with the existing sign program. The proposed amendment to the sign program would permit ground floor tenants to supplement the business sign with a projecting sign up to 4.5 SF in area. As amended, a compliant projecting sign would be subject to staff review and approval and allow for 5

6 future ground floor tenants the ability to obtain a projecting sign permit over-the-counter. The proposed projecting sign is designed in a manner that is consistent with the design of the primary wall sign and placed 8-0 above the sidewalk grade on the stucco column. The scale and placement is appropriate for pedestrians approaching the building from both the east and west directions. The proposal to deviate from the shape (bottom edge) and size of the wall sign is specific to Mainland Poke Shop. The bottom edge of the proposed wall sign mimics the shape of the coastline. This design feature is consistent with the company s branding and will be consistent with other Mainland Poke Shop signs in other locations throughout Los Angeles. The sign adjustment for exceeding the maximum allowable sign area by 27 SF is primarily due to the overall design resulting in increased sign height and width. However, the channel letters and shark logo amounts to nine square feet while the rest of the area will be metal panel with coastline motif. The sign does not result in an overly large sign and reflect high craftsmanship and quality materials. Staff supports the proposed sign adjustment and sign program amendment as submitted by the applicant. FINDINGS FOR SIGN ADJUSTMENT (Exceeding allowable sign area): A. The strict application of the provisions of this Chapter would result in practical difficulties or unnecessary hardships for the business or property owner which would be inconsistent with the purposes of this Chapter and which would arise from unique physical or topographic circumstances or conditions of project design in that the proposed wall sign fronts a busy street within the downtown core where there are many restaurants competing for the same customers. Due to the simple design, color scheme, and locational requirements of the existing approved sign program, the proposed wall sign if maintained at the allowable 25 SF would be difficult to see, which is further exacerbated by the existence of street trees lining the front of the building. The white letterings of the text and logo blend in with the white background of the building color. While the overall sign area is 52 SF (27 SF over the permitted area), the actual sign area containing text and logo is only nine square feet. The remaining portions of the sign consist of solid metal panel, much of it is part of the design/branding of the business and the applicant s desire to maintain consistency with the restaurant s other locations. B. The granting of the requested variance would not constitute a grant of special privilege inconsistent with limitations imposed on similarly zoned properties or inconsistent with the purposes of the zoning regulations in that due to the design of the building and its listing on the Historic Resources Inventory (HRI) dictate that the sign locations shall be respectful and sensitive to the building design. The signs should not cover, block, or obscure any design features of the building. As such, sign locations are limited to the opening that span between two structural metal frames as illustrated on Sheet 6 of the Santa Monica Boulevard elevation. The bottom of each sign area as seen on this elevation is approximately 12 feet above the sidewalk grade making it difficult or impossible for pedestrians walking alongside the building to see the signs above them. The signs would be more visible to passersby through the mature trees. Therefore, 6

7 the potential of a sign to attract customers is limited at this location that is not consistent with other buildings within downtown. C. The granting of the requested variance would not be incompatible with other nearby signs, other elements of street and site furniture and with adjacent structures in that the proposed wall sign will be of the same design, color scheme, quality, and location as the other signs on the same building. As such, the design consistency will be maintained in an attractive manner. The proposed wall sign reflects quality design and craftsmanship. Since it will not be animated, the potential to negatively impact or obstruct other buildings or businesses does not exist. D. The granting of the variance would not be inconsistent with the purposes of this Chapter in that the proposed wall sign conforms to the type of sign allowed in the district. The proposed sign complies with the established sign program in its design, quality in material and craftsmanship, color, and location. The deviation from the maximum permitted sign area allows for a sensible level of individual design expression consistent with the Mainland Poke Shop brand and which seeks to maintain a uniform sign appearance among its other Los Angeles area locations. CONDITIONS: 1. This approval shall expire when the administrative or discretionary entitlements, not including any Subdivision Map approvals, previously granted for the project have lapsed. If no such entitlements have been granted, this approval shall expire eighteen (18) months from its effective date, unless appealed. 2. The sign program (ARB ) is modified by these conditions, a copy of which shall be maintained in the files of the City Planning Division. Future signs shall be consistent with such plans, except as otherwise specified in these conditions of approval. As such, ground floor tenants may supplement the primary wall sign with one projecting sign (4.5 SF max.). Final design details and placement shall be subject to Staff review and approval. Exposed conduit, wiring or transformers are not permitted. Conductors, transformer and other equipment shall be concealed within the building and sign. 3. The proposed wall sign shall be installed in the opening that spans between the leading edges of the two structural metal frames and not the opening that spans between the two stucco columns as depicted on Sheet 2 of the submitted sign plan. 4. Prior to the issuance of a building permit, the applicant shall demonstrate that the plans comply with all applicable provisions of the Zoning Ordinance and Secretary of the Interior s Standards. Significant changes to a project s design shall require review and approval of the Architectural Review Board. Minor changes may be approved administratively pursuant to all applicable guidelines. 7

8 The Architectural Review Board s approval, conditions of approval, or denial of this application may be appealed to the Planning Commission if the appeal is filed with the Zoning Administrator within ten consecutive days following the date of the Architectural Review Board s determination in the manner provided in Chapter 9.55, Section Prepared by: Rathar Duong, ARB Liaison Attachments A. Applicant s Submittal Material B. Historic Resource Inventory (HRI) Documents F:\CityPlanning\Share\ARB\STFRPT\SR16\16ARB-0462 (411 Santa Monica Blvd - Mainland Poke Shop).docx 8