31A - VARIANCE - 2401 S PULLMAN ST

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Variance No. 2015 -07 October 12, 2015 Page 4 subject site, obstructing visibility of the site from potential patrons travelling along Pullman Street and along SR -55. Moreover, the proposed fapade, display tower and bridge design 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 and motorcycle makes provided by the tenant while also balancing site aesthetics and avoiding visual clutter. The granting of the variance is necessary for the preservation and enjoyment of substantial property rights. The placement of the primary signs above the maximum allowed 20 feet and the additional secondary signage to advertise the motorcycle makes sold at the tenant space would assist in identification and advertisement, reducing vacancy rates, increasing commercial activity, and allowing the property owner the ability to maximize the existing structure to their fullest potential. The placement and number of signs has been carefully analyzed and will reduce visual clutter while also increasing the visibility and advertisement efforts of the tenant. The granting of the variance will not be detrimental to the public or surrounding properties. The signs are intended to be visible from Pullman Street and from the heavily travelled SR- 55. The signs will not incorporate any flashing or moving elements that may distract motorists or passersby. The site location and building placement minimizes any possible visual intrusion onto surrounding properties. Moreover, the site is located in an exclusively commercial and industrial area with no residential communities located in the immediate vicinity. Finally, the project will not adversely affect the General Plan as the proposed signage is consistent with several goals of the General Plan. Approval of the variance supports Policies 2.7 and 2.8 of Goal 2 (to promote land uses which enhance the City's economic and fiscal viability) and Policies 4.3, 4.4, and 4.5 of Goal 4 of the Land Use Element (to protect and enhance development sites that are unique community assets). In addition, approval of the variance is consistent with the intent and purpose of Goals 1 and 2 of the Urban Design Element (to improve the physical appearance of the City through creating a sense of place, positive community image, and quality environment, and to improve the physical appearance of the City through development that is proportional and aesthetically related to its district setting). Furthermore, approval of the variance supports Objective 2.3 of Goal 2 of the Scenic Corridor Element (to use scenic corridors to provide identity, form, and an orientation framework for the City). Public Notification The project site is located near the eastern boundary of the City and is not near any neighborhood association. Staff notified the City of Tustin of the project. Tustin staff has identified no present concerns for this project. The project site was also posted with a notice advertising this public 31A-6