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

Retail Signage Options Planning Commission Special Meeting February 19, 2015 1

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

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

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

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

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

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

Signage Context 8

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

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

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

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

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

Freeway Monument Sign Option 14

Freeway Monument Sign Option 15

Freeway Tenant Sign Option 16

Freeway Tenant Sign Option 17

Freeway Monument Sign Option 18

Freeway Monument Sign Option 19

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

Summit Monument Sign Proposal 21

Summit Monument Sign Proposal 22

Current Signage Code 17.20.070 - 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

Entrance Gateways The Commons 24

Entrance Gateways The Commons 25

Entrance Gateways The Summit 26

Entrance Gateways The Summit 27

Entrance Gateways Courtyard at the Commons 28

Entrance Gateways Courtyard at the Commons 29

Entrance Gateways Creekside Village (Albertsons) 30

Entrance Gateways Creekside Village (Albertsons) 31

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

Entrance Gateways The Summit 33

Entrance Gateways The Summit 34

MONUMENT SIGNS 35

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

Development Standards Chapter 17.30.080 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 17.30.080 37

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

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

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

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 1 2 3 41

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

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

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

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

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

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

Internal Tenant Identification: Pedestrian Signage 48

Internal Tenant Identification: Pedestrian Signage 49

Internal Tenant Identification 50

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

Internal Tenant identification 52

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

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

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

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