31B - VARIANCE - SIGNS 1308 W. EDINGER

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Variance No. 2015 -05 July 13, 2015 Page 3 That the granting of the variance is necessary for the preservation and enjoyment of substantial property rights. That the granting of the variance will not be detrimental to the public or surrounding property. That the granting of the variance will not adversely affect the General Plan. If these findings can be made, then it is appropriate to grant the variance. Conversely, the inability to make these findings would result in a denial. Using this information, staff has prepared the following analysis which in turn forms the basis for the recommendation contained in this report, Smart & Final is located in a multi - tenant commercial center. The site contains several structures of varying heights that are set back a considerable distance from Edinger Avenue. Section 41 -863 of the SAMC contains provisions for wall and canopy signs, which are intended to ensure that businesses have adequate signage to promote successful commerce while preserving the quality of the visual environment by preventing sign clutter, and providing for public safety by disallowing signs that may distract drivers or impede the use of sidewalks. Pursuant to this SAMC section, Smart & Final would be permitted one sign on the north (primary) elevation. However, special site characteristics and architectural components of the building have resulted in a configuration in which strict application of the SAMC would limit the tenants advertising and branding ability. These characteristics and components include the following; building placement both on and off -site that limits exposure and view; and a building design that has resulted in a segmented building elevation beyond that of a traditional building fagade. In analyzing the applicants request for Variance No. 2015 -05, staff believes that the following findings of fact warrant approval of the variance: The project site has special circumstances related to its location, surroundings, and design. As detailed above, the distance of the existing building from Edinger Avenue is approximately 350 linear feet. The large setback from the roadway, which is developed as a large parking lot, has reduced visibility of the tenant's sign from potential patrons travelling along Edinger Avenue. In addition to being set back a considerable distance from Edinger Avenue, there is an existing free - standing commercial building located on an adjacent property that is part of the integrated shopping center that is blocking visibility of the subject site from the roadway. The existing location of the subject building and adjacent buildings has resulted in poor visibility of the commercial tenant from adjacent roadways. Moreover, the current fagade design of the subject site makes having the secondary signage advertising goods sold impossible to accommodate on the same signable area without resulting in sign clutter. Approval of the variance would create opportunities on the project site to brand and advertise the goods provided by the tenant while also balancing site aesthetics and avoiding visual clutter. 31 B -5