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Regional Planed Sign Program No. 2016-01 <br />April 11, 2016 <br />Page 3 <br />In March 2014, the City Council adopted Ordinance No. NS -2861. This ordinance amended <br />standards for on -premise signage, creating provisions that allow certain commercial centers and <br />attractions to apply for regional planned sign programs containing unique signage, including digital <br />displays, on the subject premises. The ordinance also requires that the regional planned sign <br />programs be reviewed by the Planning Commission. <br />McFadden Place currently contains a 45 -foot tall electronic message display sign. The sign was used <br />to advertise on-site businesses and business activities. After several decades of use, the sign fell out <br />of repair and became obsolete. The applicant is applying for a regional planned sign program in <br />order to update the existing sign program on the site to allow replacement of the obsolete sign with a <br />new, 60 -foot tall pylon sign with an electronic message display. <br />Prolect Analysis <br />Regional planned sign program requests are governed by Section 41-885 of the SAMC, which was <br />established by ordinance in 2014 and requires that applications for regional planned sign program be <br />reviewed in a manner consistent with conditional use permits, as detailed in Sections 41-633 through <br />41-651 of the SAMC. The ordinance also contains findings of fact for planned sign programs, which <br />are intended to ensure that the scale and intensity of the proposed signage is consistent with <br />surrounding land uses, that the location of the proposed signage will not create a hazardous <br />environment for those on City streets or nearby freeways, and that the proposed signage is <br />compatible with the scale, intensity, and site development characteristics. <br />Further, the ordinance contains provisions for electronic message displays ("digital signs") in planned <br />sign programs for regional commercial centers and regional attractions. The review of these digital <br />signs is intended to establish baseline conditions for all electronic message displays that would <br />protect the health, safety, and welfare of those within viewing distance of such signage while also <br />allowing flexibility in digital technology as it advances overtime. <br />Staff review of the proposed regional planned sign program indicates that the proposed signage <br />and the digital reader board technology are consistent with the provisions of the ordinance. First, <br />the McFadden place site is eligible to apply for an electronic sign as it meets the definition of a <br />regional commercial center. Second, the proposed signage will comply with the conditions <br />imposed on electronic message display signs, including provisions that the sign: be oriented to <br />minimize visual and light emitting intrusion onto residentially zoned or used properties, produce a <br />maximum light level of 0.3 foot-candles over ambient light levels, incorporate a means to ensure <br />flexibility in reducing light levels upon request by the City, and provide a means of limiting <br />excessive light or glare and have automatic diming capabilities. <br />In addition, the digital sign copy will also be restricted to change only through an immediate <br />transition of the message that does not have the appearance of moving text or images, shall not <br />use flashing, intermittent or moving lights or produce the optical illusion of movement, and shall be <br />31 D-5 <br />