Architectural Review Commission

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1 Architectural Review Commission staff report Item 3: Project Planner: Applicant/Owner: VITALITY BOWLS SIGNAGE APPEAL 100 CRESCENT DRIVE PLN Jeff Olsen, (925) , Carl Pierce, Pleasant Hill Crescent Drive Investors, LLC, 455 Market Street, Suite 1000, San Francisco, CA I. INTRODUCTION A. Request An appeal of the Zoning Administrator s decision to approve Sign Permit PLN for exterior signage to be exhibited on the Vitality Bowls restaurant tenant space in Downtown Pleasant Hill. The Zoning Administrator approved the sign plans in accordance with the Architectural Review Commission (ARC) approved master sign program for Downtown Pleasant Hill; in addition to the Downtown Tenant Design Guidelines and Downtown Specific Plan Urban Design Guidelines. More specifically, the appellant (Kevin Suto, Zachary s Pizza) is requesting denial of, or modifications to, the orange awning sign on the south elevation of the building (facing Zachary s Pizza). Note: Vitality Bowls corporate colors are orange and purple. B. Background On December 16, 2014 the applicant (Vitality Bowls) submitted the original sign plans for exterior signage for a new restaurant use (showing wall signs on the south and west elevations and new awnings (without text) over all exterior windows). The submittal had been reviewed and approved by the Downtown property owner (UBS) with input from SZFM. Upon receiving the original proposal, staff requested consideration of further options to provide greater visual interest to the proposal. In response, SZFM prepared a conceptual sketch showing the potential to add framing to the storefronts (similar to framing recently installed at Pasta Pomodoro and Atlas & Athena) to increase visual interest. Staff concurred with the SZFM proposal; however, neither the tenant, nor the Downtown property owner agreed to incorporate the SZFM proposal into the submittal at this time. Downtown ownership asked City staff to seek a final resolution of the design issues with the tenant. After a series of revised sign elevations, that included review and approval by the owner of the Downtown, the Zoning Administrator

2 PLN , Vitality Bowls Page 2 approved the sign permit on February 26, 2015 (see Attachment B approved plans). The final approved plans were agreed upon by the Downtown owner, the applicant (Vitality Bowls) and the Zoning Administrator. The final approval included the proposed halo-lit wall sign on the west elevation; removal of a similar halo lit wall sign that had been proposed for the south elevation (facing toward Zachary s); addition of a non-illuminated awning with sign text on the awning face and valance on the south elevation; addition of 4-inch high sign text on the 6-inch high awning valances facing west; and addition of a non-illuminated blade sign on the west elevation. A detailed description of the approved signage is included in the body of this staff report. The modifications were: (1) intended to provide a greater variety of signage to improve tenant identification and increase visual interest, and (2) the modifications were agreed upon by both the applicant and the owners of the Downtown. Lastly, final sign approval included a material and color sample of the orange awning fabric. Note: The original sign plans included two square foot halo-lit channel letter wall signs, one each, to be located on the west and south elevations. In addition, the photo simulation indicated three new orange awnings. However, since no sign copy was proposed on the awnings, the awnings were not originally part of the sign permit application. (see Attachment D original proposed sign plans) On March 9, 2015 a representative of Zachary s Pizza (the adjacent tenant space to the south of Vitality Bowls) submitted a timely appeal (see Attachment C). C. Project Location The subject site, addressed as 100 Crescent Drive, is approximately 130 feet south from the intersection of Crescent Drive and Crescent Plaza. II. GENERAL INFORMATION A. General Plan The General Plan designates the site as Mixed Use. B. Zoning The zoning designation is PUD DSP Planned Unit District Downtown Specific Plan. C. Site Description and Existing Land Use The 1,500 square foot tenant space is currently occupied. The Assessor s Parcel Number is

3 PLN , Vitality Bowls Page 3 D. Surrounding Zoning and Uses Zoning Uses North PUD-DSP Retail South PUD-DSP Retail East PUD-DSP Retail West PUD-DSP Retail E. CEQA Status Pursuant to Section of the California Environmental Quality Act (CEQA) of 1970, as amended, it is determined that the application is a Class 11 categorical exemption because the project consists of new on-premise signage which would not have a significant impact on the environment. III. PURPOSE AND SCOPE OF REVIEW A. Purpose Architecture The purpose of architectural review is to evaluate the interdependence of property values and aesthetics, and to provide a method to promote sound land use development. More specifically, architectural review is intended to: 1. Ensure excellence of architectural design; 2. Ensure that siting and architectural design of structures, including their materials and colors, are visually harmonious with surrounding development and with the natural landforms and vegetation of the areas in which they are proposed to be located; 3. Ensure that plans for the landscaping of open spaces conform with the requirements of Section B and that they provide visually pleasing settings for structures on the site and on adjoining and nearby sites, and blend harmoniously with the natural landscape; and 4. Prevent excessive and unsightly grading of hillsides, and preserve natural landforms and existing vegetation. 5. Ensure substantial compliance with City-wide design guidelines. The Architectural Review Commission considers the following elements in evaluating a sign permit application:

4 PLN , Vitality Bowls Page 4 Signage 1. Ensure sign visibility and legibility, including letter height and legibility, contrast background relationship, placement and location, and the impact of other signs in the vicinity, and the average travel speed on adjacent streets. 2. Intensity of sign illumination of both the proposed sign and other signs in the vicinity, and other light sources such as street lights or canopy lights. 3. The relation of the signs to the architectural design of the building. An attractive scale between the sign, the building and the immediate surroundings shall be maintained. 4. Ensure the graphic design of a sign, including emphasis on simplicity, style, trademarks or business identification and use of symbols. 5. Ensure substantial compliance with City-wide sign design guidelines. B. City Wide Design Guidelines and Downtown Tenant Design Guidelines The Architectural Review Commission will determine whether the proposed project takes into consideration the City s sign design guidelines to achieve a quality, welldesigned project that enhances the Downtown. The Commission will also determine if the proposed sign complies with the Downtown Tenant Design Guidelines/Sign Program. C. Downtown Specific Plan Urban Design Guidelines The proposed project is located within the Downtown Specific Plan area. The Specific Plan includes urban design guidelines that were adopted for the entire Downtown Area. The purpose of the guidelines is to control the relationship between various physical elements in the Downtown Plan environment to foster the creation of spaces which function effectively and are pleasant places for people. In addition, the purpose of Architectural Design Guidelines for the Downtown Specific Plan area is to ensure high quality architecture, visual consistency, and appropriate form throughout the Downtown area. IV. ANALYSIS A. Awnings West Elevation (front facing Crescent Drive) The approved signage features two new, non-illuminated, orange fabric awnings (matte finish) with valence sign copy to comply with all sign criteria (letter height, sign area, etc) contained in the Downtown Tenant Design Guidelines/Master Sign Program.

5 PLN , Vitality Bowls Page 5 o West elevation (2 awnings, text on valence only) Salads, Panini Acai Bowls, Fresh Juices South Elevation (side facing Zachary s Pizza) The approved signage features one new, non-illuminated, orange fabric awning (matte finish) exhibiting sign copy on both the valence and the awning face compliant with all sign criteria (letter height, sign area, etc) contained in the Downtown master sign program. o South elevation (1 awning) Food for Life, Smoothies (valence text) Vitality Bowls Superfood Café (awning face text only) Total sign area (awning face on south elevation) = 23.1 square feet (34% of the total 67.9 square feet of awning face area, where up to 50% is permitted). Material sample will be available at the hearing. B. Signage Proposed signage includes the following: Wall sign One halo-lit sign located above store entrance (west elevation only) Vitality Bowls Superfood Cafe Total sign area = square feet Blade sign West elevation of building Vitality Bowls Superfood Cafe Total sign area = 13 square feet (6.5 square feet per face) The Downtown Tenant Design Guidelines provide that one square foot of cumulative signage is allowed per lineal foot of store frontage. The approved wall sign area is approximately 32 square feet; the tenant space has a linear frontage of approximately 74 feet (42 feet along the west elevation and 32 feet along the south elevation). Therefore, as approved the cumulative sign area (totaling 74 square feet for all signage) is compliant with the maximum allowed cumulative square area. C. Appeal Issues

6 PLN , Vitality Bowls Page 6 The appellant s appeal issues (see Attachment C for detailed appeal issues) are summarized as follows: The color of the awning (orange) is in direct and conflicting contrast to the atmosphere and décor of the landscaped patio area of Zachary s Pizza. The proximity of the awning to the Zachary Pizza s customer area is only 13 feet. The color of the awning is distracting and becomes part of the décor of the Zachary Pizza s restaurant. The visibility of this awning sign is minimal anywhere other than from the point of view of the Zachary Pizza s restaurant. Staff s Comments: The awning that is the subject of the appeal is compliant with the Downtown Pleasant Hill master sign program and the Downtown Tenant Design Guidelines including design, color, material, location, dimensions, sign area, sign copy content, etc. In addition, the proximity of the awning is the same, or relatively the same, as the awning that was replaced (and which was installed at the time that Zachary s Pizza occupied their building). Third, the color of the awning reflects one of the two Vitality Bowls corporate colors and thus provides the tenant with an individual identity. Fourth, the awning fabric has a matte finish versus a gloss finish and does not include any accent lighting. Lastly, the visibility of the sign copy is not limited to the Zachary s Pizza patio area, which is indicated in one of the photos provided by the appellant (see Attachment C). D. Compliance with the Downtown Specific Plan Urban Design Guidelines The proposed project complies with the Downtown Specific Urban Design Guidelines as noted below: The use of awnings on building facades is encouraged to provide added color, weather protection, and opportunities for signing - The approved awnings consist of an orange fabric (matte) finish (as opposed to a semi-gloss finish) to provide color and weather protection without emitting a sheen appearance. E. Additional Observations/Comments SZFM reviewed and endorsed the preliminary sign designs prior to submittal by the applicant. Planning staff and the Downtown property manager conducted a site visit to verify that the approved awning material sample matched that of the installed fabric in regards to design, material, color and matte finish. Each individual agreed that the installed product matched the approved material sample in every respect. The sign contractor provided a written statement to verify that the project was installed in complete compliance with the approved sign plans to include the material, color and matte finish of the awnings (see Attachment F).

7 PLN , Vitality Bowls Page 7 V. CONCLUSION The appellant s primary concern is compatibility of the south facing awning and text for the reasons cited in the appeal and summarized above. Similar awnings are located throughout Downtown Pleasant Hill and include text identifying the business and/or its primary products (e.g. Fleet Feet, Togo s, European Wax, Corner Bakery, Sinful Bliss, etc.). Staff has encouraged all of the parties (UBS, Appellant, and Applicant) to attempt to reach a mutually acceptable solution to the concerns raised by the appellant. VI. RECOMMENDATION Staff recommends the Commission review the appeal, receive testimony, provide direction regarding the concerns raised by the appellant, and determine whether any modifications to the approved awning signage should be required. If the Commission concurs that the awning (color/text) is in substantial conformance with applicable guidelines, staff recommends denial of the appeal. VII. ATTACHMENTS Attachment A Attachment B Attachment C Attachment D Attachment E Attachment F Location Map Approved Sign Plans Appeal Application Original Sign Plans Public Hearing Notice Applicant s to Verify Compliance with Approved Plans