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Zoning Ordinance Amendment No.'201 V03, <br />September.25, 2017 <br />Page 2 <br />Project Description <br />Currently, $D=60 standards allow.a 70 -foot tall, 835 -square -foot, double sided: electronic reader, <br />board sign. The applicantiis now proposing to, remove the existing teader'board sign and construct <br />a new full-color double-sided,75-foot tall, 11020-square400t 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 2rAuto Mall Reader Board Signage'Requirements <br />Standards <br />Required by current,SD NoAQ <br />'Proposed by, amendment to'SD'Nd. 0 <br />One electronic reader board sign <br />One full color digital electronic message. <br />Pylon.Sign <br />for the Santa And Auto Mall shall <br />display sign for the Santa,Ana,Auto'Mall <br />be,p&mltted,along the Costa -Mesa_ <br />shall be permitted along the Costa Mesa <br />(SR -55) Freeway. <br />(SR -55) Freeway. <br />Maximum Height 8f <br />P Ion.Si" n <br />70;Feet <br />75 Feet <br />,Square Footage of. <br />Sigh'Face <br />g35 Square Feet <br />l7 ptor 1,206Square Fee t <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 />Prolect'Backaround <br />The'Santa Ana Auto Mall 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 1994, <br />the City of Santa Ana approved a proposal to construct a 70 -foot 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 />