HomeMy WebLinkAbout2/20/2018 Item 3, Florence
Christian, Kevin
To:Johnson, Derek
Subject:RE: CC Hearing 4:00 p.m. Public Hearing Item - Madonna Plaza Sign Program
From: Carol Florence <
Date: Sun, Feb 18, 2018 at 3:39 PM
Subject: CC Hearing 4:00 p.m. Public Hearing Item - Madonna Plaza Sign Program
To: "Andrea \\"Andy\\" Pease" <
Hello Madame Councilwoman, I hope that this email finds you well! Thank you for your service, as I
appreciate your commitment and the level of effort expended on behalf of us all ?
I’ve attached a synopsis of the Madonna Sign Program challenge. While this item should have
stayed at the ARC level, I was unable to come to consensus with them. Perhaps, due to the fact that
the Chair + 1 were absent and it was a 3-2 vote. But alas, here we are. I don’t believe that what we
are requesting is unreasonable, given that Madonna Plaza is a regional shopping center and that its
neighbor is afforded similar signage. While our associate planner, Emily Ewer, will make the
presentation, I wanted to underscore the importance of our client’s investment in the City, as given
the state of brick and mortar retail, theirs is a herculean effort. Let me know if we need to talk
before the hearing, as I will make myself available. Thanks, in advance, for the consideration.
Yours, as always,
C.M.Florence, AICP
Principal Planner
OASIS ASSOCIATES, INC.
3427 Miguelito Court
San Luis Obispo, CA 93401
P: 805.541.4509 I F: 805.546.0525 I M: 805.459.9972
www.oasisassoc.com
1
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Andrea R. Pease, AIA, LEED AP BD+C
1015 Nipomo St., Suite 200, San Luis Obispo 93401
www.inbalancegreen.com (805) 235-6355
2
Madonna Plaza Master Sign Program Appeal Madonna Plaza SRT LP
Oasis Associates, Inc. 20 February 2018
1 of 2
Appeal – Master Sign Program
MADONNA PLAZA SHOPPING CENTER
273 Madonna Road
City of San Luis Obispo, CA 93401
ARCH-1149-2017, APPL-13-10-2017
20 February 2018
I. BACKGROUND
The applicant proposed revisions to the Master Sign Program for Madonna Plaza (Sign Program)
outlines the signage requirements and regulations for the entirety of Madonna Plaza and provides
direction for current and future tenants. Visible signage is vital to the success of any brick and
mortar retail establishment. The Sign Program provides major tenants of Madonna Plaza the
necessary and appropriate visibility given the building location(s) and the viewing public, as seen
from adjacent and sometimes distant roadways.
Letter-only signage is currently a predominate branding trend for many major tenants. When letter
height is limited, letter-only signs are constrained by proportional scaling. The proportional
scaling required for the ARC approved 4-foot maximum letter height severely limits the overall
sign size for proposed incoming tenants. See comparison below.
The ARC approval is also inconsistent with the existing signage at the Madonna Plaza – e.g. Kohls
letter height = 5’ 0” and Best Buy’s sign height =9’ 6”. The applicant proposed sign program
strives to create consistency and accommodate approved and established existing conditions.
ARC Approved MAXIMUM 150 SF + 4’0” LETTER HEIGHT
Ross @ 215 SF Michaels @ 193 SF
Applicant Proposed MAXIMUM 215 SF + 7’0” LETTER HEIGHT
Ross @ 88 SF Michaels @ 60 SF
Madonna Plaza Master Sign Program Appeal Madonna Plaza SRT LP
Oasis Associates, Inc. 20 February 2018
2 of 2
II. THE REQUEST – ELIMINATE Conditions of Approval no. 1 a. - d. and f.
We respectfully request that City Council uphold the ARC approval of the Master Sign Program
with modifications to the conditions of approval, as noted. This would include the applicant
proposed major tenant signage of up to 215 SF, with a maximum sign height of 10’- 0” and a
maximum letter height of 7’- 0”.
1. Prior to building permit issuance, the applicant shall submit a final sign program consistent with ARC
direction and conditions of approval to be submitted to the Community Development Department to
the satisfaction of the Community Development Director. The sign program shall incorporate the
following modifications.
Major Tenant Primary Wall Sign
a. Total sign square footage shall not exceed 150 square feet
b. Maximum sign height shall not exceed 8-feet
c. Maximum letter height shall not exceed 4-feet
d. Where two rows of letters are use, the cumulative height shall not exceed 4-feet.
Major Tenants Secondary Wall Sign
e. Maximum sign height is 4-feet
Signage allowed for specific major tenant
f. The tenant space that include the mid-plaza tower element (currently DSW) is allowed a wall
sign on each of the two (2) primary tower faces, not to exceed a total signage of 151 square
feet.
III. AN ALTERNATIVE – FOR COUNCIL CONSIDERATION
While letter height is commonly included in Master Sign Programs, it is not explicitly required by
the Zoning Regulations, Sign Regulations, or Community Design Guidelines. A sign program that
simply controlled the maximum allowable sign area (and does not control the sign or letter height)
would provide suitable flexibility for tenants and branding trends, while maintaining consistent
control of the Madonna Plaza’s major tenants’ primary signage.
MODIFY Condition of Approval no.1, as follows:
1. Prior to building permit issuance, the applicant shall submit a final sign program consistent with
ARC direction and conditions of approval to be submitted to the Community Development
Department to the satisfaction of the Community Development Director. The sign program shall
incorporate the following modifications.
Major Tenant Primary Wall Sign
a. Total sign square footage shall not exceed 200 150 square feet
b. Maximum sign height shall not exceed 8-feet
c. Maximum letter height shall not exceed the maximum sign height of 8 feet Maximum letter
height shall not exceed 4-feet
d. Where two rows of letters are use, the cumulative height shall not exceed 4-feet.
Major Tenants Secondary Wall Sign
e. Maximum sign height is 4-feet
Signage allowed for specific major tenant
f. The tenant space that include the mid-plaza tower element (currently DSW) is allowed a wall
sign on each of the two (2) primary tower faces, not to exceed a total signage of 151 square
feet.
c: Schottenstein Property Group
16-0028