Retail Signage Options. Planning Commission Special Meeting February 19, 2015

Transcription

1 Retail Signage Options Planning Commission Special Meeting February 19,

2 Agenda Todays PC Workshop Structure: 1) Review of current shopping center locations 2) General Plan and Code Review 3) Provide options for your consideration 4) Public Comment 5) Commissioner Questions and Discussion 6) Commission Recommendations for Code Development 2

3 Why Signage? Per the Small Business Administration (SBA): Signs are the most effective, least expensive form of advertising Signs introduce businesses to potential customers People judge businesses by their signs Merchants increase their business with good signs Awareness of a business is most highly correlated with seeing the sign 3

4 Why Signage? From the American Planning Association (2001): Studies indicate that one additional sign increased annual sales by 5% and transactions by 4% Larger (eg. pole) signs generate far larger per dollar transactional benefits Changing a sign resulted in up to 5% sales increase Adding a pole or multi-tenant display sign increased weekly sales between 4 and 12% Retailers with high volume flow by traffic obtain better results with signage improvements 4

5 Code Limitations to Address Assuming no change to the Scenic Corridor, Freeway Facing and Landscaping Codes, how can the City improve: Visibility of individual businesses from the public street? Identification of individual businesses from the freeway? A shopping center s internal visibility of retail storefronts and special offerings? 5

6 Sign Options for PC Consideration 1) Freeway Facing Signage Individual Tenant Signage Freeway Facing Monument Sign 2) Monument Signs Introduction of Gateway Signs Monument sign size, number and placement 3) Sidewalk Signs/Internal Tenant Identification Directional Signage Pedestrian Signs Sidewalk Signs 6

7 Sign Options for PC Consideration 1) Freeway Facing Signage Individual Tenant Signage Freeway Facing Monument Sign 2) Monument Signs Introduction of Gateway Signs Monument sign size, number and placement 3) Sidewalk Signs/Internal Tenant Identification Directional Signage Pedestrian Signs Sidewalk Signs 7

8 Signage Context 8

9 Sign Context: 101 Freeway Signs There are 32 Caltrans freeway signs between the Lost Hills and Las Virgenes exits. 9

10 Sign Context: 101 Freeway LAC Development View of Canyon Center from the 101 Freeway looking southeast 10

11 Sign Context: 101 Freeway Utility Lines View of the Courtyard at the Commons from the 101 Freeway looking southeast 11

12 Calabasas Code Compliant Project View of the Summit from the 101 Freeway looking southeast 12

13 Freeway Facing Signage Option Freeway Facing Leave current 1 building, 1 sign as the code baseline Permit a) Individual Tenant Signs or b) a Multi- Tenant Monument Sign when a property owner agrees to: Provide building and parking lot landscaping, screening and colors meeting scenic corridor requirements Provide consistent exterior signage style/design/halo lighting 13

14 Freeway Monument Sign Option 14

15 Freeway Monument Sign Option 15

16 Freeway Tenant Sign Option 16

17 Freeway Tenant Sign Option 17

18 Freeway Monument Sign Option 18

19 Freeway Monument Sign Option 19

20 Sign Options for PC Consideration 1) Freeway Facing Signage Individual Tenant Signage Freeway Facing Monument Sign 2) Monument Signs Introduction of Gateway Signs Monument sign size, number and placement 3) Sidewalk Signs/Internal Tenant Identification Directional Signage Sidewalk Signs Pedestrian Signs 20

21 Summit Monument Sign Proposal 21

22 Summit Monument Sign Proposal 22

23 Current Signage Code Design Considerations Inclusion of gateways which create a visual sense of entry in all developments is encouraged Gateways or entry features should include enriched paving, raised medians, signage, landscaping, and other features as appropriate 23

24 Entrance Gateways The Commons 24

25 Entrance Gateways The Commons 25

26 Entrance Gateways The Summit 26

27 Entrance Gateways The Summit 27

28 Entrance Gateways Courtyard at the Commons 28

29 Entrance Gateways Courtyard at the Commons 29

30 Entrance Gateways Creekside Village (Albertsons) 30

31 Entrance Gateways Creekside Village (Albertsons) 31

32 Signage Consideration Add new sign category called Gateway Sign Establish size and design standards Landscape features Distance from (e) Monument Signs Allow Multiple Tenant Identification on Gateway Signs Limit placement to Driveway Entrances 32

33 Entrance Gateways The Summit 33

34 Entrance Gateways The Summit 34

35 MONUMENT SIGNS 35

36 Monument Sign Objectives Provide visibility to the general public in order to assist in locating and identifying businesses Guide vehicular and pedestrian traffic to enter shopping centers Introduce shopping center s architectural style and materials 36

37 Development Standards Chapter Monument Signs for shopping centers: 1 per center/complex 2 per center/complex with 2 access driveways with minimum separation of 300 feet 100 sq. ft. per face (2 faces max) & sign copy limited to 50 sq. ft. 10 foot maximum height limit 20 foot maximum height limit permitted on Calabasas Road District only & up to 25 feet with Council approval pursuant to Section

38 Petitioners Concerns Number and size restricts tenant identification and visibility Insufficient size/illumination for freeway identification Unequitable allocation of signage between shopping centers processed under the current sign code vs. previous sign codes 38

39 Staff Observations 7 of 10 shopping center monument signs do not meet code requirements 5 of 10 fail to adequately identify tenants 5 of 10 do not include high quality materials and colors 5 of 10 exceed allowed sign area and height 39

40 Monument sign built under previous code Exceeds height limit Cabinet lighting (prohibited under current code) Exceeds maximum allowed sign area Design not consistent with Scenic Corridor (Design Guidelines and Las Virgenes Road Corridor Plan) Lack of landscaping to enhance sign 40

41 Monument signs built under previous code Incompatible individual designs Lack of character due to insufficient or no landscaping No central theme or architectural compatibility with shopping center s architecture Size limits proper tenant identification

42 Monument Sign Approved Under Current Code Maximum height does not exceed 10 ft. Sign area limited to 50 sq. ft. Two monument signs max (per driveway access) Materials and colors of high quality and architecture consistent with shopping center Design consistent with Scenic Corridor Design Guidelines 42

43 Monument Sign Considerations Increased Height for Visibility Increased Sign Area for Individual Tenant Identification Improved Night Lighting Required Landscape and Hardscape Setting 43

44 Monument Sign Considerations No maximum on monument signs per access driveway (if no Gateway Sign ) Additional monument signs or size based on parcel frontage and street exposures eg: Decrease the current required 300 ft. separation eg: Height and sign area increase with distance from public ROW 44

45 Sign Options for PC Consideration 1) Freeway Facing Signage Individual Tenant Signage Freeway Facing Monument Sign 2) Monument Signs Introduction of Gateway Signs Monument sign size, number and placement 3) Sidewalk Signs/Internal Tenant Identification Directional Signage Pedestrian Signs Sidewalk Signs 45

46 Sidewalk Signs/Tenant Identification Petitioners asked for sign boards on public ROW s to help direct shoppers to their businesses; Council did not endorse the concept 46

47 Directional Signage Option Existing Internal Directional Sign located within The Commons Existing Internal Directional Sign located within the Calabasas Civic Center Existing directional signage limited in height and area; sign copy limited to Entrance ; Exit ; and directional arrows Consider additional size and allow tenant identification 47

48 Internal Tenant Identification: Pedestrian Signage 48

49 Internal Tenant Identification: Pedestrian Signage 49

50 Internal Tenant Identification 50

51 Sidewalk Signs Freestanding sidewalk signs identified in the Commons Sign program, but not in the Calabasas sign code Allows promotion of special events and retail offers/promotions Violations abound but no complaints received regarding the signs 51

52 Internal Tenant identification 52

53 Summary of Signage Options Permit Freeway Facing individual tenant or monument signs shopping centers meet scenic corridor requirements Create a new Gateway Sign type Re-examine Monument Sign height, size, number design, illumination & landscaping Internal Tenant Identification Allow tenant identification to Directional Signage Increase size of Pedestrian Signs Permit Interior Sandwich Boards 53

54 Agenda Todays PC Workshop Structure: 1) Review of current shopping center locations 2) General Plan and Code Review 3) Provide options for your consideration 4) Public Comment 5) Commissioner Questions and Discussion 6) Commission Recommendations for Code Development 54

55 Summary of Signage Options Permit individual tenant signage or monument signs when freeway facing shopping centers meet scenic corridor requirements Create a new Gateway Sign type Monument signs (height, size, design, illumination & landscaping) Internal tenant Identification Directional signage Increase size of pedestrian sign Sandwich boards allowed via sign program 55

56 Agenda Todays PC Workshop Structure: 1) Review of current shopping center locations 2) General Plan and Code Review 3) Provide options for your consideration 4) Public Comment 5) Commissioner Questions and Discussion 6) Commission Recommendations for Code Development 56