31B - SIGN PROGRAM MAINPLACE - Laserfiche WebLink

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Regional Planed Sign Program No. 2014 -01 May 11, 2015 Page 2 Project Description The applicant is proposing to construct a variety of signs in several distinct categories: wall, freestanding, pylon, digital, and mimetic sign types at Westfield MainPlace. These signs are intended to display or advertise stores or products sold on site. A combination of wall signs are proposed to advertise the anchor tenants at the site, including JC Penney, Macy's, and Nordstrom, as well as the Picture Show cinemas and other prominent interior tenants. Other wall signs colloquially referred to as "lifestyle signs" will display stores or products sold at the mall. The proposed freestanding signs will be located along Main Street and Main Place Drive and will contain sign panels for major tenants and department stores, restaurants, and directional purposes. In addition to the wall and freestanding signs, the applicant proposes to construct four pylon signs: three along the Santa Ana (1 -5) Freeway and one along the Garden Grove (SR -22) Freeway. Among the three Santa Ana Freeway signs, two are proposed to be two -sided static displays and one is proposed to be two -sided digital. The digital pylon will contain panels advertising major tenants, a time and temperature display, and a Westfield MainPlace Santa Ana sign. The proposed two -sided digital pylon sign along the Garden Grove Freeway will be similarly designed, with the exception of an additional, smaller digital panel to advertise current film and show times at the Picture Show cinemas. All pylons, static and digital, are proposed to be 80 feet tall. The proposed digital signs will utilize LED lighting, with both automatic and manual dimming capabilities part of the sign function. The sign will also incorporate a minimum of five percent of the display time (minirnum of three minutes per hour) to the City for public service announcements, warning messages or other similar messages as requested by the City. Finally, the applicant is proposing a mimetic sign for Round 1 Entertainment, a bowling and family entertainment venue located on the ground floor of the former Men's Macy's building. This mimetic sign will take the form of a 17 -foot tall bowling pin, which complements the logo and advertises the services offered by Round 1 Entertainment. The mimetic sign is proposed to be located adjacent to the eastern (primary) entrance to Round 1 Entertainment (Exhibit 4). Project Background Since 2012, Westfield has carried out numerous tenant and fagade improvements for multiple new restaurants at MainPlace mall. These improvements have reshaped the traditional mall experience, establishing stores that are accessible from both within the existing mall's interior corridor and from outside entrances that are intended to resemble individual storefronts. Some of these recent improvements include restaurants located near Macy's and JC Penney (Saigon de Pho, Genki Sushi, Boudin, and Johnny Rocket's), on the west side of the mall (Blaze Pizza and Dog Haus), and restaurants and stores in the former Men's Macy's building (Round 1 Entertainment, Panini Cafe, Ashley Furniture, 24 Hour Fitness, Lucille's, and Wokcano). The subject application for a regional planned sign program will create opportunities for additional marketing of these establishments and stores and products sold on the entire mall site. 31 B -4