75A - PH 75 FT DIGITAL PYLON AUTO MALL

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 The Auto Mall recognizes that the current sign is obsolete in nature and allowing the new sign will help ensure that the Auto mall remains competitive to other automobile centers in the area.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