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

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Variance No. 2010-03 July 26, 2010 Page 3 The SAMC also provides for the ability to vary from the design standards contained in the code when there is a condition unique to the size, shape or topography of the site. In this case, there are three features of the subject site that would warrant a variance from the regulation on the allowed number of freestanding signs: the length of the shopping center's street frontage along Tustin Avenue; the overall size of the shopping center site; and the relatively obscured location of the secondary entrance along Tustin Avenue. The following outlines the unique challenges that each of these circumstances creates. The subject site is a large integrated shopping center with very long street frontages. The Tustin Avenue frontage is approximately 590 linear feet and currently has only one freestanding sign along its entire length. By comparison, a standard city block is from between 200 to 300 feet in length. It would not be unusual for there to be several freestanding signs along a single block and still avoid the appearance of sign clutter. The new sign is proposed to be 205 feet away from the existing freestanding sign on this side of the shopping center (Exhibit 7). The long street frontage qualifies as a unique characteristic of the shape of the subject site. In addition, the proposed sign is of high quality construction with a sculptural design unique to the shopping center. Due to its artistic design, the sign itself would add visual interest to the site further reducing the likelihood that the sign would be unsightly. Given this rationale, it is staff's finding that the addition of one new sign in this location would be warranted due to the long street frontages that are a unique characteristic of the shape of the subject property and that the addition of the new sign would not create a detriment to the visual aesthetic of the area. As stated previously, one of the purposes of the sign code is to allow for adequate business identification in order to promote commerce. At 18.42 acres the shopping center site is very large allowing for significant amounts of retail space and associated parking. While some of the buildings are located along the site perimeter and have excellent visibility from the adjacent roadways, many of the tenant spaces are located on the interior of the site and are set back behind the large parking lot creating poor visibility for these tenants from the adjacent roadways. The applicant is requesting the additional sign along Tustin Avenue in order to provide improved tenant identification for key shops located on the interior of the site. The addition of the proposed sign would allow the center to provide for adequate signage to promote commerce. Given this rationale, it is staff's finding that the addition of one new sign in this location is warranted due to the unique characteristic of the size of the property. Finally, the proposed location of the new sign along Tustin Avenue would be immediately adjacent to the secondary entrance to the site (Exhibit 7). The location of this driveway is at the most southerly point of the shopping center and it is obscured by the buildings located just to the north. It is especially difficult for drivers travelling south on Tustin Avenue to see the driveway in time to make the turn in to the center. The situation is further complicated by the location of the only other sign on this side of the center, which is approximately 205 to the north of the driveway. The additional sign will provide for improved identification of the driveway and the tenants inside the center. The addition of the sign in this location is warranted due to the unique characteristic of the location of the property.