Title
Alameda Point - Wayfinding Sign Program - PLN14-0127 - City of Alameda. Public Hearing to consider a Wayfinding Sign Program for Alameda Point. The proposed signs include street names and addressing, informal landmarks and district naming. Signs are proposed for up to 25 locations throughout Alameda Point. (Applicant - City of Alameda)
Body
CITY OF ALAMEDA
Memorandum
To: Honorable President and
Members of the Planning Board
From: Nanette Mocanu
Acting Assistant Community Development Director
Date: May 12, 2014
Re: Alameda Point - Wayfinding Sign Program - PLN14-0127 - City of Alameda. Public Hearing to consider a Wayfinding Sign Program for Alameda Point. The proposed signs include street names and addressing, informal landmarks and district naming. Signs are proposed for up to 25 locations throughout Alameda Point. (Applicant - City of Alameda)
BACKGROUND
City staff and its consultant, Scott Cuyler of Square Peg Design, presented a Sign Program for Alameda Point to the Planning Board at its April 14, 2014 meeting. The April 14 staff report is attached as Exhibit 1. The City is proposing the short-term (three to five years) Sign Program to provide a thematically consistent group of wayfinding signs. The Planning Board had comments on the Sign Program. Square Peg Design has prepared an updated Sign Program based on feedback received at the April 14 meeting. Exhibit 2 is the revised pages that show the changes made. Exhibit 3 is the amended Sign Program. The Sign Program establishes criteria for identification signs for streets, individual building addresses, landmarks (e.g., USS Hornet), land use zones (e.g., Spirits Alley) as well as entire districts (e.g., Seaplane Lagoon). This Sign Program would update the Alameda Point Sign Program adopted by the Planning Board in 1998 (Exhibit 4).
ANALYSIS
The Planning Board was generally supportive of the Sign Program and appreciated the use of historic motifs in the signage. The Navy wings and star were particularly well-liked. In addition, there was broad recognition of the need for wayfinding signage at the base as the City moves forward with the next stages of redevelopment. Planning Board comments primarily focused on the entry sign and the legibility of the street signs and are summarized below:
· The entrance sign is too big, design is more appropriate for a residential development, design could better reflect the historic character of the Naval Air Station.
· The flags were appreciated for their kinetic attribute but may be too much for the entrance location.
· The Boundary Marker signs could be simplified, perhaps with less information.
· The color contrast of the street signs made them difficult to read (white lettering on a yellow background).
Based on the feedback received, Square Peg Design has revised the entry sign, modified the Boundary Marker sign, and proposed a different color scheme for the street signs.
Entry Sign: The entry monument has been revised to reduce the scale from 48' wide to 28'. The design has been further refined and developed to introduce an art deco influence. The use of flags has been reduced and is more integral with the overall design. The smaller sign has been eliminated and replaced with a banner system for changeable community promotions (see Exhibit 2, pages 1-3).
Boundary Marker Signs: The design has been revised for better color contrast and additional art deco details. The City logo has been removed (see Exhibit 2, page 4).
Street Name/Vehicular Directional Signs: The street name panels have been re-designed for better contrast and detail. The blue lettering on yellow background improves readability (see Exhibit 2, page 5).
Landmark Signs: A similar concern was raised about the contrast and readability of the landmark signs. Therefore, the color and layout has been revised for better legibility (see Exhibit 2, page 6).
Exhibit 3 is the revised Sign Program that incorporates the changes described above. Staff recommends that the Planning Board adopt the draft resolution amend the 1998 resolution to provide temporary wayfinding signage (Exhibit 5). Following approval of the Sign Program, staff will move forward with implementing the new signage. Funding has been identified, and it is anticipated that signage will be installed by Fall 2014.
ENVIRONMENTAL REVIEW
The project involves a Sign Program for an existing site with existing and planned facilities. The proposed project is categorically exempt pursuant to CEQA Guidelines Section 15301, Minor Alterations to Existing Facilities. Approval of the Sign Program would not result in any significant effects related to traffic, noise, air quality or water quality.
PUBLIC NOTICE AND COMMENTS
This agenda item was advertised in the Alameda Journal on April 25, 2014.
RECOMMENDATION
Hold a public hearing and review and approve the proposed Sign Program by adopting the attached Draft Resolution amending the 1998 resolution to provide a sign program for temporary wayfinding signage.
RESPECTFULLY SUBMITTED BY:
Nanette Mocanu
Acting Assistant Community Development Director
Exhibits:
1. April 14, 2014 staff report
2. Revised pages of the Sign Program
3. Alameda Point Sign Program, prepared by Square Peg Design, May 2014
4. 1998 Alameda Point Sign Program
5. Draft Resolution