31A - VARIANCE NO. 2010-03 - 2130 E. SEVENTEENTH ST

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Variance No. 2010-03 July 26, 2010 Page 2 Proiect DescrlDtion The applicant is requesting a variance from Section 41-862(a) to allow the installation of a new freestanding monument sign at a secondary access point to the shopping center along Tustin Avenue. The sign will be approximately seven feet in height and will include three tenant face panels per side (Exhibit 5). The proposed signs will draw on the materials and form of sculptural artwork and landscaping as part of the existing shopping center and will feature decorative concrete, stone and iron in vertical forms to match the theme and style of the existing development. In addition to this request, the applicant will be increasing the sign face area of an existing freestanding monument sign along Seventeenth Street to 45 square feet as permitted by code (Exhibit 6). This component of the application does not require any discretionary action and is not the subject of the variance request. Analysis of the Issues The Zoning ordinance of the SAMC provides for the regulation of on-premise signs, such as those found at the Centre on Seventeenth. The purpose of regulating signs is to preserve the quality of the visual environment by preventing sign clutter; to ensure that businesses have adequate signage to promote successful commerce; and to provide for public safety by disallowing signs that may distract drivers or impede the use of sidewalks. In this case the applicant is requesting to construct one additional sign in exceedance of the total allowed under SAMC Section 41-862(a) which allows for up to five freestanding signs on integrated development sites, such as the Centre on Seventeenth. The Centre on Seventeenth currently has five freestanding signs which were approved as part of the rehabilitation project in 1996 (Exhibit 4). Previous entitlements approved included: a) 15-foot high Claim Jumper pole sign on Seventeenth Street b) 20-foot high gateway entry sign on Seventeenth Street c) 20-foot high gateway entry sign on Tustin Avenue d) 7-foot high monument sign for Burger King on Seventeenth Street e) 7-foot high monument sign for retail tenant on Seventeenth The applicant is proposing to install a sixth freestanding monument sign along a secondary access point to the shopping center along Tustin Avenue (Exhibit 4). The applicant intends to install the new sign approximately 205 feet from the existing gateway sign along Tustin Avenue in order to advertise additional retail tenants.