Title
PLN15-0078 - 801 Marina Village Parkway - Applicant: Arrow Sign Company for Westwood Financial Corporation. The applicant is requesting an amendment to the previously approved Sign Program for the Marina Village Shopping Center to allow for two (2) freestanding signs along the shopping center frontage on Marina Village Parkway. This project is exempt from the California Environmental Quality Act (CEQA) pursuant to CEQA Guidelines Section 15311 - Accessory Structures
Body
CITY OF ALAMEDA
Memorandum
To: Honorable President and
Members of the Planning Board
From: David Sablan
Planner I
Date: April 27, 2015
Re: PLN15-0078 - 801 Marina Village Parkway - Applicant: Arrow Sign Company for Westwood Financial Corporation. The applicant is requesting an amendment to the previously approved Sign Program for the Marina Village Shopping Center to allow for two (2) freestanding signs along the shopping center frontage on Marina Village Parkway. This project is exempt from the California Environmental Quality Act (CEQA) pursuant to CEQA Guidelines Section 15311 - Accessory Structures
BACKGROUND
Alameda Municipal Code Section 30-6.3.c.2 establishes separate sign regulations for properties developed under the Planned Development process. The original Master Sign Program for the Marina Village Shopping Center development was first adopted in the 1980's. It was last amended in 2000, to allow stacking of letters for fascia signs.
DISCUSSION
Currently, the Marina Village Shopping Center has neither freestanding signs to identify the shopping center nor street-oriented signage for tenants of the main buildings. Per the current sign program, each tenant is allowed one (1) fascia sign and one (1) hanging sign per shop, but there is no allowance for freestanding signs for the shopping center. The applicant is proposing two freestanding signs on the Marina Village Parkway frontage to increase visibility for shopping center tenants.
The proposed freestanding signs will be multi-tenant signs. The base of the signs will feature a brick veneer with a double-sided sign cabinet painted with a Texcote finish that is divided into six (6) individual tenant cabinets per side. Each tenant panel will feature routed-out letters that would be illuminated at night. The freestanding signs would be five feet eleven inches (5'11") tall and be located outside of the visibility zone where the driveways intersect with Marina Village Parkway, to ensure safe visibility between automobiles, pedestrians and bicyclists. The design, colors and materials of the freestanding multi-tenant signs closely match the shopping center and are compatible with the pad buildings. The applicant is also proposing two (2) pedestrian-oriented directory signs inside the shopping center, which are allowed per Alameda Municipal Code (AMC) Section 30-6.3(b)4.
Staff supports the proposed amendment for the following reasons:
1. Tenants within the shopping center do not currently have street-oriented signage and motorists and pedestrians on Marina Village Parkway have no way of knowing the businesses located in the shopping center. The allowed fascia signs are oriented to the parking lot and the hanging signs are oriented to pedestrians within the shopping center. The proposed freestanding signs allow visibility along Marina Village Parkway in two centralized locations, which can eliminate each individual tenant attempting to gain visibility with prohibited temporary and flag signs along the street frontage, which produce clutter.
2. The signs are compatible with the immediate surroundings in terms of size, scale, and materials. The signs will be placed in open, landscaped areas and are not excessively large. At 5'11" tall, the signs are consistent with a pedestrian scale and fit into existing landscaped areas, while providing adequate visibility from Marina Village Parkway.
3. The size, design, colors, and materials are consistent with the existing shopping center.
4. The placement of the signs will be outside of the visibility zone at the intersection of the shopping center's driveways and Marina Village Parkway and will not obstruct lines of sight for vehicular traffic.
ENVIRONMENTAL REVIEW
The proposed amendment to the Master Sign Program is Categorically Exempt from further environmental review pursuant to California Environmental Quality Act (CEQA) Guidelines, Section 15311 - construction of minor structures accessory to existing commercial facilities including signs.
PUBLIC NOTICE AND COMMENTS
Property owners and residents within 300 feet of the project's boundaries were notified of the public hearing and given the opportunity to review and comment on the proposal.
RECOMMENDATION
Approve the draft resolution (Exhibit 1) adopting the proposed Amendment (Exhibit 2) to the Marina Village Shopping Center Sign Program (Exhibit 3).
Respectfully submitted,
David Sablan
Exhibits:
1. Draft Resolution
2. Draft Amendment to the Sign Program
3. Marina Village Shopping Center Sign Program