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Zoning Ordinance Amendment No. 2017-03 — Amend Specific Development No. 60 for Santa <br />Ana Auto Mall Digital Sign <br />October 17, 2017 <br />Page 2 <br />DESCRIPTION <br />Scott Hampton, representing HSA LLC., is requesting approval to install a new 75 -foot tall double <br />face digital illuminated pylon sign at the Santa Ana Auto Mall. The proposed code changes will <br />allow installation of a more visible sign utilizing new L.E.D. technology. Currently, SD -60 <br />standards allow a 70 -foot tall, 835 -square -foot, double -sided electronic reader board sign which <br />was approved in April of 1994 and constructed shortly after. Since the date of construction of the <br />existing pylon sign, competing auto malls have been approved with new full color digital <br />electronic message display signs. To facilitate the new sign, modifications to the specific <br />development zoning document are needed. The modifications would allow for an increase in <br />total height of 75 feet and a maximum signable area of 1,200 square feet for the new sign. One <br />additional change to the code will eliminate the option for individual dealerships to place a logo or <br />name brand on the column of the sign. The new sign will help provide an enhanced method of <br />business identification and advertising and will contribute to the community and the City by <br />advertising the Auto Mall regionally. The Auto Mall recognizes that the current sign is obsolete in <br />nature and allowing the new sign will help ensure that the Auto mall remains competitive to other <br />automobile centers in the area. Full sized site plans are available for public viewing in the Clerk of <br />the Council Office. <br />Sales Tax Loan between the City of Santa Ana and Santa Ana Auto Mall Dealer's Association <br />Exhibit C <br />The City has maintained a long and successful relationship with the Santa Ana Auto Mall (Auto Mall) <br />for almost forty years. During that time the Auto Mall has become a regional destination in <br />purchasing and/or leasing vehicles. As a result of the successful business environment for the Auto <br />Mall, it has been a high performing Sales Tax generator for the City. <br />Since 2011, the Auto Mall has undergone extensive renovation of its facilities totaling approximately <br />$66 million, which includes modernization of the various components of the existing dealers for <br />consumers as well as expansion of its inventory base. Also it has attracted new franchises / dealers <br />to the Auto Mall expanding their vehicle selection. This recent investment by the dealers has <br />allowed the Auto Mall to remain competitive with other nearby dealers and has provided for future <br />increase in the amount of vehicles to be sold/leased resulting in both higher revenue and greater <br />sales tax for the City. Adoption of the ordinance and recommended actions will allow for the <br />purchase and installation of the new sign. <br />In order to continue leveraging its investment of its dealers, the Auto Mall has approached the City <br />to assist with the Purchase of an Auto Mall Sign (Sign). The sign will be utilized as the primary <br />advertising medium, for the Auto Mall, reaching approximately 250,000 vehicles a day traversing on <br />the 55 freeway. The Sign will contain up -to date LED technology and disclose the various dealers in <br />business at the Auto Mall along with the various incentives for prospective buyers. <br />75A-2 <br />