HomeMy WebLinkAboutStudy Session 02-065B - GM Auto Mall
AGENDA STATEMENT
PLANNING COMMISSION STUDY SESSION DATE: Julv 24. 2007
SUBJECT:
STUDY SESSION: PA 02-065B: GM Auto Mall- Master Sign Program
Amendment, Conditional Use Permit and Site Development Review for the
GM Auto Mall located at 4200 John Monego Court.
Report prepared by Erica Fraser, Senior Planner
ATTACHMENTS:
1) Project Plans.
2) Master Sign Program Text.
3) Applicant's Written Statement.
RECO~TION' Receive p,e,entation ""d pmvide foedbnck
PROJECT DESCRIPTION:
The proposed project is a Master Sign Program Amendment, Conditional Use Permit and Site
Development Review to add a 7'8" x 13' electronic readerboard (also known as a LED display) panel on
the existing 55 foot freeway sign for the GM Auto Mall.
BACKGROUND:
On January 14, 2003, the Planning Commission approved a Master Sign Program/Site Development
Review to allow the construction of a 55-foot tall freeway sign for the GM Auto Mall which then
consisted of the Buick, Pontiac and GMC dealerships (see photo of the existing sign on page 1 of
Attachment 1).
On May 10, 2005, the Planning Commission approved a Site Development Review to allow the
construction of three additional dealerships in the GM Auto Mall to include the Hummer, Saturn and Saab
dealerships. Construction of the dealerships is nearly complete and a Temporary Certificate of Occupancy
has been granted for the dealerships to allow the dealerships to open and operate while completing a few
minor improvements.
On May 11, 2007, the Zoning Administrator approved a Master Sign Program Amendment to amend the
existing Master Sign Program to allow for the construction of new wall, monument and directional
signage associated with the dealerships as well as new identification lettering on the freeway sign.
Dublin Zoning Ordinance
Section 8.84.050 of the Dublin Zoning Ordinance states that an electronic readerboard sign may be
permitted as a wall sign or a freestanding sign subject to approval of a Conditional Use Permit by the
COPIES TO: Applicant
Property Owner
File
ITEM NO.: , 0 . ,
Pagelof5
G:\PA#\2002\02-065 Buick Pontiac Sign\02-065B MSP SDR\PC SS Agenda Statement.doc
Planning Commission. The Zoning Ordinance defines an electronic readerboard sign as a business sign on
which the copy is electronically changed and which is intended primarily to promote items for sale or of
general interest to the community. An LED display panel is a type of electronic readerboard.
Site Development Review and Conditional Use Permits are discretionary permits which allow the
Planning Commission to review the project and determine if the project meets the following objectives:
. Implement the purposes, polices and programs of the General Plan and Eastern Dublin
Specific Plan;
. Provide effective and attractive identification for business services and uses;
. Promote reasonable sign standards to avoid visual clutter;
. Attract and direct the public to available activities, goods and services;
. Enhance the economic value of the community through attractive and effective signage;
. Provide for vehicular and pedestrian safety by prohibiting or restricting distracting signs; and
. Promote attractive development.
Electronic Readerboard Signs in Dublin
Only one electronic readerboard sign has been approved and installed in the City (a picture of this sign is
included on page 3 of Attachment 1). This sign is located in the Dublin Auto Mall at 6015 Scarlett Court
and was approved by the Planning Commission on May 15, 1995. The sign displays
message/advertisements for dealerships in the Auto Mall as well as some non-profit messages (required
by the Conditions of Approval for the sign). The display panel for this sign is comprised of light bulbs
which are turned on and off to form the messages. The sign is currently broken and has been turned off
for approximately one month.
Signs for the GM Auto Mall
As shown in Attachment 2, there are a variety signs in the GM Auto Mall development which provide
adequate visibility for all of the dealerships. Pages 5-8 of Attachment 2 depict sign locations and a picture
of signage in the Auto Mall. In addition to the 55-foot tall freeway sign (on which the proposed LED
display panel is proposed to be located), the site also has one 8'9" tall monument sign which displays the
names of all of the dealerships on the comer of John Monego Court and Dublin Boulevard, one 36- foot
tall monument sign for Buick, Pontiac and GMC on John Monego Court and one 28-foot tall monument
sign for Buick, Pontiac and GMC on Dublin Boulevard.
Regulations in Surrounding Cities
Staff conducted a review of cities near Dublin to determine if LED or electronic signs are permitted in the
surrounding communities. The following table provides information on the regulations of neighboring
communities.
City Electronic Sil!ns Permitted?
Danville No
Fremont Yes
Hayward Yes
Livermore No
Pleasanton No
San Ramon No
Tracy No
Walnut Creek No
Of the eight cities surveyed, only two permit electronic signs. The City of Hayward permits electronic
signs along the freeways. Two electronic signs have been installed in the City, one on 1-880 and one on 1-
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92. The City of Fremont also allows electronic signs and one was installed approximately 10 years ago on
Altamont Parkway. Fremont has indicated that they are currently trying to discourage the installation of
new electronic signs.
ANALYSIS:
Display Panel
The Applicant has proposed to install a LED display panel on the existing 55 foot tall freeway sign for the
GM Auto Mall. The existing freeway sign is located in close proximity to the freeway (set back 100 feet
from the right-of way) and provides visual identification of the dealerships in the auto mall. The freeway
sign is located more than one mile from the existing Dublin Auto Mall electronic readerboard sign. The
location ofthe existing sign is shown on the map below.
The proposed LED sign panel would measure 7' 8" tall by 13' wide. The panel would be located below
the Hummcr dealership name as shown on page I of Attachment I.
The purpose of the sign is to display advertisements/promotions for dealerships in the Auto Mall. Each
picture will bc displayed on the sign for a minimum of 4 seconds. Sample pictures for the sign can be
found on page 2 of Attachment 1. The screen will not show video images. The Applicant has included a
statement on the benefits of electronic signs as part of the Applicant's written statement (Attachment 3).
The LED display panel will be located ncar the existing Ford Dealership which has a freeway sign and
near the Koll Business Center and Gateway Medical Offices (no freeway signs). Both thc Koll office
buildings and the Gateway medical buildings are attractively designed and are constructed with high
quality materials. Thc sign will be located in an area with low landscaping (the taller landscaping along
the freeway will be removed shortly) and a few trees. As a result. the LED panel will be visible
throughout the area including the freeway, office buildings, parking areas and John Monego Court.
Signage plays an important role in the overall aesthetics of a city. Signage is one component of the overall
built environmcnt and image for a city. Attractive signage plays a key role in the overall vision of a city
which includes architecture and landscape. Sign clutter and sizes which arc out of context with the
surrounding environment, and poor materials can lead to negative visual impacts of a city. In this case. thc
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proposed panel will be located next to a freeway which has high visibility, not only from motorists on the
freeway, but from adjacent properties and businesses. The building and signage adjacent to areas which
are heavily used creates a visual impression of the City to residents as well as motorists and our regional
neighbors.
CONCLUSION:
The proposed electronic sign will be the second electronic sign on the 1-580 freeway. As previously
discussed, most cities do not allow electronic signs and in the two cities where these signs are permitted,
the number of these signs is limited (no City has more than one electronic sign on each freeway). The
Applicant has requested approval of the electronic sign for advertising promotions/sales on cars for sale in
the GM Auto Mall.
Staff is asking for feedback from the Planning Commission on the following:
. Does the proposed display panel fit within the character of Eastern Dublin and the vicinity?
. Does the proposed display panel meet the objectives for signage listed on page 2 of this Staff
Report?
. Will the proposed display panel negatively impact the vision of the City from the 1-580 freeway?
. Will the display panel result in sign clutter for the GM Auto Mall site?
. Is the display panel appropriate for this use and the site?
RECOMMENDATION:
Staff recommends that the Planning Commission receive presentation and provide feedback.
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GENERAL INFORMATION:
APPLICANT:
Hummer/SatumlSaab
Inder Dosanjh
3093 Broadway
Oakland, CA 94611
PROPERTY OWNER:
Same
LOCATION:
4200 John Monego Court
ASSESSORS PARCEL NUMBER:
986-0016-004
GENERAL PLAN
DESIGNATION:
General Commercial
SPECIFIC PLAN
AREA:
Eastern Dublin Specific Plan
EXISTING LAND USE:
Auto Dealerships
SURROUNDING USES:
Location Zoning General Plan Land Use Current Use of
Property
Site PD (Planned General Commercial GM Auto Mall
Development) consisting of the Buick,
Pontiac, GMC,
Hummer, Saturn and
Saab dealerships
North PD (Planned Medium Density Single Family
Development) Residential and Mixed Residential
Use
South N/A N/A 1-580 Freeway
East PD (Planned Retail/Office Office and Medical uses
Development)
West PD (Planned General Commercial Ford Dealership and
Development) Dublin Comers
shopping center
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4' -O'T
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14'-1 (169")
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BUICK
7-8"
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EXISTING PYLON SIGN
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SCALE: 1/4"= 1'-0"
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Technical Specifications 34 mm full-Color RGB
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Pillel Pilch:
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COI04 Capability;
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$el'tice Access: I Fronl access
Graphic Capability:
Text. graphics. logos. basic animation.
I multiple lont styles and lIizcs
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Communication Options. RS231. R.S422. Modem, Seriol Fiber, Eth..ne'
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Compliance Information: 1 UL and ULc usted
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INSTALL TWO(2) ILLUMINATED L.E.D. MARQUEE DISPLAYS
(1 EACH SIDE OF PYLON)
-It ALUMINUM CONSTRUCTION DISPLAY WITH 8" RETURNS
-It 34MM RGB 64x112 MATRIX L.E.D. PIXEL CONFIGURATION
-It SURVEY REQUIRED TO VERIFY SIGN STRUCTURE
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Attachment 1
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DUBLIN PLANNING
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a. Sign is double faced and viewed from East / West bound traffic on Interstate
580. Sign is approx. 65' tall with a 6' x 18' incandescent light bank message center
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Southland Mall 1 Southland Mall. Hayward. CA 94545
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GM Auto Mall (Buick, Pontiac, GMC, Hummer, Saturn & Saab)
Master Sign Program
This Master Sign Program incorporates PA-02-065, #PA 99-061, PA# , and PA#
(to be determined on application for amendment). See Exhibits A - D
attached hereto and made a part hereof. Exhibit A shows existing signage and the new
proposed Daktronics LED board at 4400 John Monego Court (Freeway Sign), Exhibit B
shows existing signage at 4400 John Monego Court, Exhibit C shows new signage at 4200
John Monego Court, and Exhibit D shows new signage at 4400 John Monego Court.
Freeway Sign:
Height: 55 feet
Sign Size:
DUBLIN (on top of the cabinet)
Height: I foot ten inches
Width: 14 feet
Cabinet: 11 feet by 12 feet
BUICK, PONTIAC, and GMC (on alucobond panels)
Height: 18 feet IA inches by 14 feet
Cabinet: 11 feet by 12 feet
HUMMER
Panel: 4 feet by 14 feet I inch
Letter Height: I foot 4 inches by 13 feet 2 inches
SAAB
Panel: 4 feet by 14 feet 1 inch
Letter Height: I foot 8 inches by 7 feet 6 inches
SATURN
Panel: 4 feet by 14 feet 1 inch
Letter Height: I foot 8 inches by 6 feet 4 inches
DAKTRONICS LED BOARD
Board: 7 feet 8 inches by 13 feet
Character Height: Minimum 9 inches (7 pixel font)
Pixel Pitch: 34 MM center to center; 82 pixels per square foot
Color Capability: 32,768 colors
LEDs per Pixel: 2 red, 2 green and 2 blue
Viewing Angle: 90 degrees horizontal by 40 degrees vertical
Graphic Capability: Text, graphics, logos, basic animation, multiple font styles
and sizes. No video.
Display Dimming: 64 levels (automatic or manual control) Attachment 2
RECEIVED
JUN 1 9 Z007
DUBLIN PLANNING
Monument Signs:
BUICK, PONTIAC, GMC, DUBLIN, GM Medallion
Height: 36 feet
Sign Size: Main Sign - II feet, 2 inches by 12 feet
Medallion - 3 feet by 3 feet
GM Certified USED VEHICLES, DUBLIN
Height: 28 feet
Sign Size: Main Sign - 8 feet 8 ',4 inches by 8 feet 8 ',4 inches
Medallion - 2 Y2 feet by 2 Y2 feet
DUBLIN AUTO CENTER
Height: 8 feet by 9 feet 7 inches
Setback from sidewalk: 3 feet
DUBLIN AUTO CENTER letters: I foot by 7 1f.I feet
BUICK letters: 8 inches by 4 ',4 feet
PONTIAC letters: 8 inches by 5 feet
GMC letters: 8 inches by 3 feet
SAAB letters: 8 inches by 3 feet
SA TURN letters: 8 inches by 2 Y2 feet
HUMMER letters: 8 inches by 6 t,4 feet
Directionals:
Thank You Come Again/Directional Sign
Height: 5 feet
Sign Size: 2 feet II inches by 4 feet 4 inches
GOODWRENCH Service Plus
Height: 8 feet
Sign Size: 2 feet, 3 and 9/16 inches by 8 feet, 4 and 9/16 inches
CUSTOMER PARKING
Height: 4 feet
Sign Size: 2 feet II inches by 4 feet 4 inches
HUMMER, SAAB and SATURN directional
Height: 5 feet 4 inches by 4 feet
HUMMER and SAAB Service Drive directional
Height: 5 feet 4 inches by 4 feet
2
Wall Signs:
DUBLIN (over main entrance)
Height: 24 inches
Width: 16 feet 10 inches
BUICK (on east elevation)
Height: 36 inches
Width: 21 feet 6 inches
PONTIAC (on east elevation)
Height: 36 inches
Width: 12 feet 2 inches
GMC (on north elevation)
Height: 36 inches
Width: 12 feet 2 inches
SERVICE & QUICK LUBE (on east elevation)
Height: 16 inches
Width: 25 feet 10 inches
HUMMER (on South elevation of Hummer Building)
Height: 3 feet
Width: 21 feet II inches
4200C (on East elevation of Hummer Building)
Height: I foot
Width: 4 feet 2 inches
HUMMER (on West elevation of Hummer Building)
Height: I foot 3 inches
Width: 7 feet 5 inches
SAAB (on West elevation of Hummer Building)
Height: I foot 3 inches
Width: 4 feet
SERVICE (on West elevation of Hummer Building)
Height: 2 feet 6 inches
Width: 19 feet 9 inches
SAAB standard brand sign (on South elevation of Saab Building)
Cabinet: 2 feet by 21 feet 6 inches
Logo: 2 feet 5 inches by 2 feet
Letters: 2 feet by 7 feet 6 inches
3
SAAB of DUBLIN (on South elevation of Saab Building)
Height: I foot
Width: 9 feet 2 inches
4200B (on East elevation of Saab Building)
Height: I foot
Width: 4 feet 2 inches
PARTS (on South elevation of Parts Building)
Height: 2 feet
Width: 8 feet 11 inches
PARTS (on East elevation of Parts Building)
Height: 2 feet
Width: 8 feet II inches
4200D (on East elevation of Parts Building)
Height: I foot
Width: 4 feet 2 inches
SATURN (on South elevation of Saturn Building)
Height: 2 feet
Width: 7 feet 6 inches
SATURN (on East elevation of Saturn Building)
Height: 2 feet
Width: 7 feet 6 inches
4200A (on East elevation of Saturn Building)
Height: I foot
Width: 4 feet 2 inches
4
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Applicant's Written Statement
Benefits of Electronic Message Centers
Tax Base Benefits - EMC's are a great advertising benefit to their users. It has been shown that
sales increase with the installation of an EMC. This increase in business improves the city's tax
base.
Increase Competitiveness - EMC's are an important tool for small businesses to compete with
larger companies. Large companies have much larger advertising budgets on average. EMC's
allow small companies to communicate with the public in an efficient and cost effective manner.
EMC's are an important tool for new businesses to compete with established companies.
An on-premise sign is a critical piece of a new business plan. An EMC is the optimal method by
which to alert the area of a new business.
EMC's are an important tool for local businesses to attract customers from neighboring
areas. Potential customers who happen to be passing by the location may be enticed to shop
there instead of closer to their own homes due to the EMC. This helps to bring business into the
community.
Liability Concerns - EMC's also reduce liability concerns for businesses. Manual changeable
copy signs often require an employee to cross a parking lot and use a large pole or climb a ladder
in order to reach the sign. In windy, icy, rainy conditions etc. this can cause a dangerous
situation. EMC's are remotely controlled and do not entail these dangers. Furthermore, letters
that fall off manual changeable copy signs may create a personal or property hazard as they fall
to the ground.
Efficiency Argument - EMC's create a more proficient workforce. Manual changeable copy
signs often require employees to stop the work that they are doing, thereby causing a loss of
productivity.
Public Service Announcements - EMC's may be used for public service announcements
(PSA's) such as Amber Alerts. These signs are an effective way of spreading an important civic
message to the public.
Safety Concerns - EMC's are used by the federal and state governments to communicate with
the public. Numerous studies have found that EMC's are not a safety hazard, as many have
claimed. On the contrary, there is evidence that EMC's act as traffic safety enhancement
devices.
Less Clutter - EMC's provide clear, concise, legible messages to the public. They allow for
smaller/fewer signs, as a business is able to place multiple frames of text in the same signage
area. This produces less clutter along city streets as the sizes of signs may be decreased.
Overall Aesthetic Improvement - EMC's improve the aesthetic image/appearance of a
community as they weather more gracefully than traditional signage. Manual changeable copy
signage can fade and the letters may be lost or fall off due to weather. Replacement letters do
not always match the original set and signs tend to take on a mismatched look.
Attachment 3
RECEIVED
dUN 1 9 Z007
DUBLIN PLANNING