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Variance No. 2004-07 November 22, 2004 Page 4 Analysis of the Issues Signs play a variety of roles in a community along with serving as business identification. Signs have a direct impact on the quality of the visual environment, and when displayed correctly, can help improve community identity, conserve property values, improve traffic safety, and promote the health, safety, and general welfare of the community. The Sign Code is designed to communicate those community standards by establishing guidelines for size, location, type and number of signs. Sign No. 1 is an existing, unpermitted painted wall sign on the north elevation. Variances are needed to allow the sign on an exterior wall not used by the restaurant, to allow the sign to be placed higher than 20 feet on the building, and to allow the restaurant slogan on the sign (Exhibit 4). Staff is not supportive of this sign or the proposed variances as the Planning Division has consistently required signage to be placed at the pedestrian level of buildings (unless the building is taller than two stories) and has prohibited the use of slogans to minimize sign clutter and enhance sign legibility. Further, the number of signs supported by staff for this project (four) will be sufficient to identify the use without the need for a sign on the second level of the building. Sign Nos. 2 and 3 are proposed changeable copy signs on the north elevation (Exhibit 5). The Sign Code permits changeable copy signs provided they are incorporated into a marquee, which is defined as a permanent projection extending from the building. Staff does not support the applicant's request for two changeable copy signs since restaurants and banquet facilities throughout the City are limited to the identification of the business name. Staff is concerned that other restaurants in the community will request similar signage, which may resul t in visual blight. Changeable copy signs have generally been limited to entertainment uses such as movie theaters and concert facilities as well as churches. Given the applicant has received approval (Conditional Use Permit No. 2003-37) to hold monthly events and have live entertainment at the restaurant, the installation of one changeable copy sign is supported (Sign No.3). To balance the north elevation, staff is recommending a condition of approval that requires the remaining space intended for signage be filled with either glass block (to convey the appearance of a window) or a brick pattern similar to the existing building. Both of these elements are considered complementary to the historic structure. 31A-7