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Zoning Ordinance Amendment,No. 2017-03. <br />September 25, 2017 <br />Page 2 <br />Project Description <br />Currently, SD=6'0 standards allow .a 707foot tall, 835-square7foot, double :sided: electronic reader, <br />,board sign. The applicanttis now proposing -to, remove the existing reader'board sign and construct' <br />a new full-color double -sided, 75 -foot tall, 1,020 -square -foot LED sign.. As a result of the new <br />.sign's larger size, .changes to.the'SD are needed that will allow the new sign to be constructed. <br />Table 2: -Auto Mall Reader Board Sianaae Requirements <br />Standards <br />Required by current SD NoX0 <br />Proposed by, amendrrieni to'SD'No.60 <br />One electronic reader board sign <br />One full color digital electronic message, <br />Pylon Sign <br />for. the Santa Ana Auto Mall shall <br />display sign for the Santa Ana Auto Mall <br />be,permitted along the Costa Mesa <br />shall be permitted along the Costa Mesa <br />(SR -55), Freeway. <br />(SR -55) Freeway. <br />Maximum Height of <br />Pylon -Sin <br />70:Feet <br />75 Feet <br />Square Footage of <br />Sin Face <br />635 Square Feet <br />U p to 1,200 Square Feet <br />The copy area.for individual <br />merchandise shall be limited to <br />-either the registered logo or the <br />Dealership Branding <br />manufacturer's product name. <br />Colors utilized shall 'be the <br />To be deleted <br />standard auto manufacturer's color <br />mode, which is typically a shade of <br />red,.blue or black: <br />ProiectBackaround <br />The Santa Ana Auto Mail is constantly striving to'be competitive with similar ,auto malls in the <br />surrounding area, including those 'in Costa Mesa, Garden 'Grove, Tustin and Irvine. Over the <br />years, .the majority of the dealerships within the auto mall have either expanded from their existing <br />footprints or have remodeled their buildings, all in an effort to remain competitive. In April 1964, <br />the City of Santa Ana approved a proposal to construct a 70-f6ot high electronic reader board <br />designed to, be used for advertising for the existing automobile dealerships. Since the date of <br />construction of the existing pylon sign, competing auto malls have been approved with new full <br />color,digital electronic message display signs. The Auto Mall originally approached the City <br />approximately two years .ago with a similar proposal, but the City never received a formal <br />application. The ownership's association is now requesting that the City partner with them in the <br />construction of a new full color digital electronic message display:sign. To facilitate the new sign, <br />modifications to the specific development -zoning document are needed. <br />75A-6 <br />