County of Loudoun. Department of Planning MEMORANDUM. SUBJECT: ZMOD , Dulles North Business Park Comprehensive Sign Plan, 2 nd Referral

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1 County of Loudoun Department of Planning MEMORANDUM DATE: May 30, 2014 TO: FROM: Ginny Rowen, Project Manager Land Use Review Pat Giglio, Planner III Community Planning SUBJECT: ZMOD , Dulles North Business Park Comprehensive Sign Plan, 2 nd Referral The applicant, 100 Sully Road, L.L.C., is requesting a Zoning Ordinance Modification (ZMOD) to permit a Comprehensive Sign Plan for the hospitality service uses located within Dulles North Business Park pursuant to the provisions of the 1972 Zoning Ordinance. The proposed sign plan is intended to provide a wayfinding system for visitors and patrons of the three hotels and conference training center located within the commercial/business center. The subject site is located within the Ashburn Community of the Suburban Policy Area in an area planned for Route 28 Core business uses. The site is also located within the Route 28 Highway Transportation Improvement District (Route 28 Tax District), and is zoned PD-IP (Planned Development Industrial Park). The Applicant has responded to Community Planning s first referral comments dated March 5, The proposal has remained virtually unchanged, though the applicant in response to referral comments has committed to signage illumination levels in conformance with the 1972 Zoning Ordinance and will provide landscaping at the base of the proposed monument signs. In general, staff finds the location and design of the proposed directional monument signs are in conformance with Plan policies. However, as noted in the first referral, the proposed rehabilitation of the existing 30 foot high Best Western pylon sign and construction of the proposed 27 foot high Holiday Inn pylon sign are not supported by Plan policies. The existing and proposed pylon signs are out of scale and proportion with the existing buildings and the overall design, architecture and landscape theme envisioned by the Plan for the Route 28 Core area, which is planned to develop as a premiere office and business corridor. Staff recommends the applicant eliminate the proposed pylon signs from the sign plan since they are not supported by Plan policies. Attachment 1a A-1

2 ZMOD , Dulles North Business Park Comprehensive Sign Plan Community Planning 2 nd Referral May 30, 2014 Page 2 Staff finds the request for the proposed directional monument signs are in conformance with the policies and design guidelines of the Revised General Plan and Retail Plan for the Route 28 Core area. However, Staff has identified outstanding issues with the proposed pylon signs, which are not in keeping with the design aesthetics envisioned for the Route 28 Core by the Plan. Staff recommends approval of the Zoning Modification request for the Dulles North Business Park Comprehensive Sign provided that the pylon signs are eliminated from the proposal. cc: Julie Pastor, FAICP, Director Cynthia L. Keegan, AICP, Program Manager, Community Planning (via ) A-2

3 County of Loudoun Department of Planning MEMORANDUM DATE: March 5, 2013 TO: FROM: Ginny Rowen, Project Manager Land Use Review Pat Giglio, Planner III Community Planning SUBJECT: ZMOD , Dulles North Business Park Comprehensive Sign Plan EXECUTIVE SUMMARY 100 Sully Road, L.L.C., the applicant, is requesting a Zoning Ordinance Modification (ZMOD) to permit a Comprehensive Sign Plan for the hospitality service uses located within Dulles North Business Park pursuant to the provisions of the 1972 Zoning Ordinance. The proposed sign plan is intended to provide a wayfinding system for visitors and patrons of the three hotels and conference training center located within the commercial/business center. The acres subject site is located in the southwest quadrant of the intersection of Route 28 (Sully Road) and Sterling Boulevard within the Ashburn Community of the Suburban Policy Area. The site is located within the Route 28 Highway Transportation Improvement District (Route 28 Tax District), and is zoned PD-IP (Planned Development Industrial Park). The proposed Dulles North Business Park Comprehensive Sign Plan proposes the construction of three directional monument signs, the rehabilitation of the existing Best Western pylon sign and the construction of a 27 foot tall Holiday Inn pylon sign fronting on Route 28. Overall, staff finds the construction of the three proposed directional monument signs are in general conformance with Plan policies. However, the proposed pylon signs are out of scale and proportion with the existing buildings and do not contribute to the overall architectural and landscape theme of the corridor as envisioned in the Plan. Staff is not able to recommend approval of the Zoning Modification request at this time. Staff requests additional information regarding landscaping and lighting for the three proposed directional monument signs to ensure compliance with Plan A-3

4 ZMOD , Dulles North Business Park Comprehensive Sign Plan Community Planning 1 st Referral March 5, 2013 Page 2 policies. Staff recommends the applicant eliminate the proposed pylon signs from the sign plan since they are not supported by Plan policies. BACKGROUND The Dulles North Business Park, consists of six parcels containing approximately acres zoned PD-IP (Planned Development Industrial Park), located on the west side of Shaw Road (Route 647) south of the Sterling Boulevard and Route 28 interchange. The proposed Comprehensive Sign Plan is designed to improve way-finding to the hospitality service business uses within the commercial business center which include Holiday Inn Dulles and O Malley s Pub, the Executive Conference and Training Center, TownePlace Suites Dulles and the Best Western Dulles. These hospitality service business uses while visible from Route 28, as well as Sterling Boulevard are only accessible from two entrances on Shaw Road, now that Route 28 has been developed as a limited access highway. The Comprehensive Sign Plan proposes to modify Section c of the 1972 Zoning Ordinance with respect to: maximum aggregate sign area, maximum number of signs, maximum area of any one sign, and setback from public streets. The applicant has provided: (i) a detailed Comprehensive Sign Plan that includes the parameters for the size, number, design, materials, color, location, and illumination of signs; (ii) a sign plan depicting the location of the proposed signs on the site; and (iii) a sign matrix providing a comparison of the proposed plan to existing regulations. COMPLIANCE WITH THE COMPREHENSIVE PLAN The subject site is located within the Sterling Community of the Suburban Policy Area and is governed by the Route 28 Core policies outlined in Loudoun County s Revised General Plan (Revised General Plan, Chapter 6, Suburban Community Boundaries Map and Route 28 Corridor Plan Planned Land Use Map). The retail policies of the Countywide Retail Plan Amendment (Retail Plan) also apply. The subject site is also located within the Route 28 Highway Transportation Improvement District (Route 28 Tax District). COMPATIBLITY The subject site is designated as Route 28 Core which supports the development of high quality, high intensity office buildings containing four or more stories in the form of an Office Cluster or Mixed-Use Office Centers (Revised General Plan, Chapter 6, Route 28 Corridor Plan, Route 28 Core Policies, Policy 1 and Office Cluster Policies Policy 1). Office and flex use developments within the Route 28 Corridor should be designed with a park-like atmosphere, exhibiting a high curb appeal through the use of extensive landscaping and coordinated building architecture (Revised General Plan, Chapter 6, Route 28 Corridor Plan, Design, General Policy 8). Additionally, Plan policies state that within the Route 28 Core, hotels should include multi-story, large scale, mid-priced, upscale, and/or luxury full service hotels targeted to business and/or leisure travelers (Revised General Plan, Chapter 6, Route 28 Corridor Plan, Route 28 Core Policies, Policy 4 & 5). A-4

5 ZMOD , Dulles North Business Park Comprehensive Sign Plan Community Planning 1 st Referral March 5, 2013 Page 3 The following guidance for Office Clusters and Mixed-Use Office Centers within the Route 28 Core area offers suggestions for signage that may be appropriate within a campus setting like the The Dulles North Business Park. Signage standards include the following: 1. Visitors and residents should be able to locate and identify major attributes of a development through a unified signage concept; 2. Signage should contribute to the overall architectural and landscape theme; 3. Signage should be used to clearly identify public versus private/residential areas; and 4. Streetscape signage should be appropriately scaled for pedestrians (Revised General Plan, Chapter 6, Route 28 Corridor Plan, Office Cluster and Mixed- Use Office Center Design Standards, Signage Standards). The policies of the Retail Plan further explain that signs for commercial centers should be developed as an integral part of the overall center design and that a unified graphic design scheme is strongly encouraged (Retail Plan, Signs and Lighting Policy 1). The proposed Comprehensive Sign Plan program for the hospitality service business uses within the Dulles North Business Park includes three directional monument signs, removal of the existing Holiday Inn freestanding sign fronting Route 28 (Sully Road) and replacement with a larger 27 foot tall pylon sign, and the replacement of the blank north face of the existing Best Western pylon sign fronting Route 28 (Sully Road) with a matching logo sign to create a double-sided sign. The applicant has provided renderings to illustrate the proposed signage in addition to detailed guidelines and provisions. No changes to any of the existing building-mounted signs is proposed, though they have been included in the Plan for illustrative purposes. Staff has the following comments and recommendations regarding specific sign types. Directional Monument Signs The Comprehensive Sign Plan proposes three directional monument signs, two located at the entrances along Shaw Road and one internal to the development which serve as wayfinding system for visitors. The directional monument signs vary in size from 6 feet to 12 feet in length to 9 feet to 10 feet in height depending on their location and feature the names of the three hotels and the conference center. The directional monument signs rest on masonry stone bases and will be internally illuminated, though no information on the intensity of lighting has been provided. In general the size, scale, design, materials, color and composition of the directional monument signs complement the landscaping as well as the existing building-mounted signs and architecture of the buildings within Dulles North Business Park. The three proposed signs are consistent with other approved sign plans and existing monument signs in the Route 28 Core. The submitted application does not provide information on the intensity of lighting for the proposed internally illuminated signs. The applicant should commit to lighting A-5

6 ZMOD , Dulles North Business Park Comprehensive Sign Plan Community Planning 1 st Referral March 5, 2013 Page 4 which is in conformance with the policies of the Plan (see below) and standards within the Zoning Ordinance. View north of existing directional sign on Shaw Road. A site visit by staff revealed that the proposed directional monument signs will be located on existing sloping terrain so that more of the stone base of the sign may be visible than is depicted in the renderings included in the sign plan. Staff recommends the installation of landscaping around the base of the directional monument entrance sign to better blend them into the topography of the site and the surrounding landscape. The use of native plant species of low-lying shrubbery and/or flowering plants is encouraged. Analysis Overall, the three proposed directional monument signs appear uniform in size, scale, design, materials, color, composition and complement the architecture and landscape theme within the commercial/business center and are consistent with the Revised General Plan. However, Staff requests additional information regarding landscaping around the base of the signs. Staffs recommends a condition of approval to include landscaping around the signs as well as a commitment to long-term maintenance of the landscaping and signs. Additionally, Staff recommends information regarding the intensity of lighting and times of illumination be provided to A-6

7 ZMOD , Dulles North Business Park Comprehensive Sign Plan Community Planning 1 st Referral March 5, 2013 Page 5 further evaluate light trespass and impacts on adjoining properties and streets (see below). Pylon Signs The Dulles North Business Park, is an existing commercial/business center which has evolved over the past 30 years, however, due to its prominent location with frontage on Route 28, Sterling Boulevard and Shaw Road, the proposed Comprehensive Sign Plan should emphasize a quality design that is consistent with the Route 28 Core and Retail Plan policies. Within the Route 28 Corridor the buildings are to be the predominant feature framing the roadways and signage is intended to complement the buildings. A nearby example is the Comprehensive Sign Plan approved for Spring Hill Suites (ZMOD ), that has buildingmounted signs which are proportionate to the scale and size of the multi-story building which has frontage on Route 28. Additionally it should be noted that the ground-mounted monument signs for the hotel are similar to those being proposed in the current application. View north of existing pylon sign from Route 28 (Sully Road). The Dulles North Business Park Comprehensive Sign Plan proposes to rehabilitate the existing pylon sign for the Best Western fronting Route 28 (Sully Road) by replacing the blank north face with a matching logo to create a doublesided sign. The existing pylon sign is approximately 30 feet in height and is internally illuminated. The existing pylon sign is similar in design to a billboard sign, current Plan policies do not support these types of signs as they do not contribute to the overall architectural and landscape theme of the corridor A-7

8 ZMOD , Dulles North Business Park Comprehensive Sign Plan Community Planning 1 st Referral March 5, 2013 Page 6 (Revised General Plan, Chapter 6, Route 28 Corridor Plan, Office Cluster and Mixed-Use Office Center Design Standards, Signage Standards). The Plan identifies the area adjacent to Route 28 for high quality, high intensity, multi-story office developments which reflect the areas position as a premier business corridor (Revised General Plan, Chapter 6, Route 28 Corridor Plan, Route 28 Core Policies, text). Rehabilitation of the sign would not be in conformance with Plan policies. The Sign Plan also proposes the removal of the existing 9 foot tall free-standing Holiday Inn sign fronting Route 28 (Sully Road) and replacement with a larger pylon sign. The proposed pylon sign is approximately 27 feet in height and 12 feet in length and will be internally illuminated. The proposed replacement Holiday Inn pylon sign is similar in height to the existing Best Western sign and is designed to provide visibility to motorist on Route 28 (Sully Road). Like the existing Best Western Sign, Plan policies do not support these types of pylon signs within the Route 28 Corridor because they are out of scale and proportion with the surrounding buildings and do not contribute to the overall architecture and landscape theme within the commercial/business center or the premiere business community character envisioned for the corridor. Plan policies do not support the rehabilitation of the existing Best Western pylon sign or the construction of the proposed 27 foot high Holiday Inn pylon sign on the subject site. Analysis Collectively the location, quality, and clarity of signs define the general perception of a business or commercial corridor and its surrounding community. The Plan identifies the area adjacent to Route 28 for high quality, high intensity, multi-story office developments which reflect a premier business corridor. The proposed rehabilitation of the existing Best Western pylon sign and the construction of the proposed 27 foot tall Holiday Inn pylon sign do not complement the architecture and landscape theme of the development or the corridor and are not supported by Plan policies for the Route 28 Corridor. Staff finds the proposed pylon signs are out of scale and proportion with the surrounding buildings and detract from the overall architecture and landscape theme of the existing commercial/business center and the County s objectives for the development of the Route 28 Corridor as a premiere business corridor. Staff recommends the applicant eliminate the proposed pylon signs from the sign plan since they are not supported by Plan policies. Lighting The Revised General Plan promotes the use of lighting for convenience and public safety without the nuisance associated with light pollution and intrusive light trespass that detracts from the beauty and view of the night sky (Revised General Plan, Chapter 5, Lighting and Night Sky Policy 1). The Retail Plan also A-8

9 ZMOD , Dulles North Business Park Comprehensive Sign Plan Community Planning 1 st Referral March 5, 2013 Page 7 specifies that all lighting should be designed to reduce glare and spillage of light onto adjoining properties and streets (Retail Plan, Signs and Lighting, Policy 2, pg. 21). The applicant as part of the current Comprehensive Sign Plan for the Dulles North Business Park is purposing to internally illuminate the three proposed directional monument signs and two pylon signs. However, the application lacks adequate information specifying the intensity and times of illumination to control light trespass and light pollution on adjoining properties and streets. In particular, times of illumination, intensity of lighting, and a statement of justification that the proposed lighting is the minimum necessary for the operation of the hospitality service uses should be provided by the applicant. The issue of intrusive light trespass and light pollution created by the proposed sign plan should also be addressed. Analysis Light levels and the hours of use have not been specified for any of the signs. Given the lack of information regarding lighting, the application does not offer sufficient assurances regarding protection of the night sky. Staff recommends that information regarding intensity of lighting and times of illumination be provided to further evaluate light trespass and impacts on adjoining properties and streets. RECOMMENDATIONS The proposed Dulles North Business Park Comprehensive Sign Plan proposes the construction of three directional monument signs, the rehabilitation of the existing Best Western pylon sign and the construction 27 foot high Holiday Inn pylon sign fronting on Route 28. Staff finds the construction of the proposed three directional monument signs complement the architecture and landscape theme within the commercial/business center as well as the Route 28 Corridor and are consistent with Plan policies. Additional information regarding landscaping and lighting for the proposed directional monument signs is necessary for Staff to complete the analysis of the proposed Comprehensive Sign Plan. However, Staff is not able to recommend approval of the Zoning Modification for the proposed directional monument signs at this time. Plan policies do not support the rehabilitation of the existing Best Western pylon sign or the construction of the proposed 27 foot high Holiday Inn pylon sign on the subject site. Staff finds the proposed pylon signs are out of scale and proportion with the surrounding buildings and detract from the overall architecture and landscape theme of the existing commercial/business center and the County s objectives for the development of the Route 28 Corridor as a premiere business corridor. Staff recommends the applicant eliminate the proposed pylon signs from the sign plan since they are not supported by Plan policies. A-9

10 ZMOD , Dulles North Business Park Comprehensive Sign Plan Community Planning 1 st Referral March 5, 2013 Page 8 Staff would be happy to meet with the applicant to discuss these issues. cc: Julie Pastor, AICP, Director, Planning Cindy Keegan, AICP, Program Manager, Community Planning A-10

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