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: November 9, 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 adjustments 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 Rusty s Surf Ranch, 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 owner 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, 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. In May 2015, the applicant initially presented the proposed improvements to the Commission for its consideration. During deliberation, the Commission determined that additional information was needed in order to accurately assess the proposal including more detailed plans/floor plans/roof plans of the proposed project with colored elevations and actual material samples. Members of the Commission stated concerns with the proposed stair tower and this portion needed further consideration and study. The - 1 -

2 Commission also had a lengthy discussion on the signage proposed for the south elevation and the sign adjustment for a greater amount of sign area necessary to approve the proposal as requested. In July 2015, the applicant again presented a proposal to the Commission with plans that began to address concerns of the Commission. In general, members of the Commission agreed that the proposed design needed improvement and that the design of the project is the result of the applicant trying to be too respectful of the historic structure. It was felt that the applicant should design an attractive project rather than reference the existing structure. 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 In response to the feedback, the applicant has comprehensively reconsidered the design. The existing Billiards Building is really defined by its signature towers and its expansive roof with two distinct ridgelines. Since the signature towers are not part of this tenant space, the applicant s proposal will not have a direct impact on these elements. However, the roof and its ridgelines are necessary factors to consider. In response, the applicant has developed a design that does not disrupt the any adjacent ridgeline. With this general design constraint in mind, the following exterior changes are proposed: Front (North) Facade A new second floor outdoor dining balcony area will be located directly above the existing first floor outdoor patio and will be open to the sky. This space will be enclosed by a transparent glass panel windscreen. The glass panels are ¾ in width. Portions of the screen will have three foot high panels mounted into a recessed channel, situated about the existing signs and/or new bamboo clad walls on the sides. Six foot panels will be utilized in the areas behind the existing business identification sign. All of the panels will be braced with spider brackets. A detail is provided as part of the plan set. A portion of the building s roof will be bumped up in order to provide interior height. The bumped up portion will not extend above the adjacent ridgeline. The affected roof will have operable glass panels and approximately 31 feet of the the existing wall will be finished with a seamless glass curtain wall system. This system will also be secured with spider brackets. Rear (South) Facade - 2 -

3 The first floor outdoor patio will be refurbished. The existing wrought iron enclosure will be replaced with bamboo paneling topped by a three foot high windscreen. The existing first floor existing windows will also be replaced with double hung windows, and a new double entry door. The existing blue canvas patio cover will be replaced with a permanent cover that will also serve as a second floor balcony dining area. Similar to the north façade in design, this second floor space will be enclosed with a transparent glass panel windscreen. The second floor balcony will be open to the sky. Access to the balcony is provided via a new entry. This new door will not breach the adjacent ridgeline. A rooftop observation deck is proposed with access provided with a stairtower. The observation deck is not proposed as a service area. The stairtower design makes a visual reference to the iconic lifeguard towers that are found along the coastline. The lifeguard tower visual effect is achieved through the strategic use of glass and colored stucco. ANALYSIS The applicant is proposing exterior improvements to an existing restaurant space, including providing expanded outdoor dining area for patrons of the Pier. The proposed project will 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 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 revised design is respectful of the existing roof ridgelines which are important visual elements of the building s design. The use of glass as a principal material lightens the visual impacts of the new construction. 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. Sign Plans 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 Design Guidelines also stress the importance of signage for creating a fun and vibrant atmosphere. 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. A new business identification sign is proposed on the south elevation. It 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 stylized acrylic face channel - 3 -

4 letters with color overlays. 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. The proposed sign is contemporary in design and is appropriately composed and organized on the building. It provides not only information on current and upcoming events at the restaurant but symmetry and balance to the overall facade while retaining the theme/identity of the restaurant. Staff believes that 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. Existing Signage (North Elevation-Front): New Proposed Signage (South Elevation-Rear): Maximum Allowed (per code): Total Signage for site: 190 sq. ft. 94 sq. ft. 40 sq. ft. 184 sq. ft. Due to the increased area of signage, a sign adjustment is proposed to allow a greater amount of sign area. In addition, a small portion of both the channel lettering and the marquee will extend more than 30 inches above the second floor line. Staff has added a condition requiring the applicant to locate any sign on the south façade in manner in which no portion of the sign extends more than 30 inches above the second floor line. Please note that the current proposal for a grand total of 184 square feet reflects a 32 percent reduction in the amount of sign area that was originally sought when the Commission last considered this request in July Sign Adjustments may be granted if the following findings of fact can be made in the affirmative: 1. 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; 2. 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; 3. 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. Compatibility shall be determined by the relationships of the elements of form, proportion, scale, color, materials, surface treatment, overall sign size and the size and style of lettering; - 4 -

5 4. The granting of the variance would not be inconsistent with the purposes of this Chapter. Staff believes that the request is supportable due to unique physical circumstances. Although the additional signage is technically focused on what would be considered the rear elevation, this elevation is highly visible to the public as it faces a large Pier parking lot. Staff also believes this sign will help to activate this elevation and integrate it more into the overall character of the Pier. Sign Adjustment for Existing Sign on North Elevation The interior expansion and construction of a second floor creates a non-conforming sign on the north elevation. The most recently approved sign on the north elevation was installed at a time when the interior second floor did not exist. With the proposed the addition of the second floor, the placement of the newly installed business identification sign becomes legally non-conforming (it will extend more than 30 inches above the second floor line). The applicant has chosen to remedy this situation by seeking a sign adjustment to allow a portion of this existing sign to remain in place as originally approved and permitted. The existing sign on the north elevation was legally permitted after public review and scrutiny through the issuance of a Certificate of Appropriateness. The sign was designed and installed for a building that at the time had a high vaulted ceiling on the first floor. The proposal is to now reduce the interior volume and expand the second floor. Visually, this existing sign could appear to extend above the roof and roof ridgeline. With the proposed bump-up of the roof, the sign would now appear to be an appropriately scaled and proportioned wall sign that does not appear give any appearance as being a roof sign. 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 - 5 -

6 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. SIGN ADJUSTMENT FINDINGS 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 signage is technically focused on what would be considered the rear elevation. However this elevation is highly visible to the public as it faces a large Pier parking lot which is a unique physical condition and circumstance. Staff also believes this sign will help to activate this elevation and integrate it more into the overall character of the Pier where signs are integral for creating character. The existing sign on the north elevation was legally permitted after public review and scrutiny through the issuance of a Certificate of Appropriateness. The sign was designed and installed for a building that at the time had a high vaulted ceiling on the first floor. The proposal is to now reduce the interior volume and expand the second floor. Visually, this existing sign could appear to extend above the roof and roof ridgeline. With the proposed bump-up of the roof, the sign would now appear to be an appropriately scaled and proportioned wall sign that does not appear give any appearance as being a roof sign, and better integrates within the building s design. 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, - 6 -

7 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. All signs associated with this application shall be composed on the building in a location that does not extend more than 30 inches above the second floor line. Any revisions shall be reviewed and approved by staff. 3. The entitlements, limitations and specific conditions of approval granted by Conditional Use Permit are still in effect and no expansion of any use or entitlement that is regulated as part of this Conditional Use Permit is granted as part of the approval of this Certificate of Appropriateness application. 4. 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. 5. All required Planning and Building Permit approvals shall be obtained. Attachments: A. Public Notice B. Project Plans/Photographs - 7 -