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HomeMy WebLinkAboutItem 5.2 Almond Plaza PA91-081 CITY OF DUBLIN AGENDA STATEMENT CITY COUNCIL MEETING DATE: December 9, 1991 SUBJECT: PA 91-081 Almond Plaza - David Malcolm Initiation of Amendment to Sign Ordinance Carol R. Cirell~~sociate Planner REPORT PREPARED BY: EXHIBITS ATTACHED: Exhibit A: Letter with attachments from David Malcolm dated October 31, 1991 City Zoning Map Excerpts from the Dublin Downtown Specific Plan Attachment 1: Attachment 2: RECOMMENDATION: .h- 1) ~ 2) 3) ~ ~b~ :~ Hear Staff presentation Take testimony from Applicant Question Staff and the Applicant Deliberate and provide input Initiate Sign Ordinance Amendment and provide Staff direction concerning planning and zoning issues FINANCIAL STATEMENT: The cost of processing a Sign Ordinance Amendment that is initiated by the City Council cannot be charged to the Applicant. The City would incur the cost of the estimated 70-90 Staff hours needed to process the Sign Ordinance Amendment. DESCRIPTION: The Applicant, Mr. David Malcolm, is requesting the City Council to initiate an amendment to the Dublin Sign Ordinance to allow permanent decorative flags and banners within commercial retail centers in the City. The Applicant owns the Almond Plaza retail center located at 7150-7222 Regional Street. According to the Applicant, Almond Plaza is currently under utilized due to the lack of public awareness of businesses at the center, especially businesses in the rear portion of the center, which has affected tenant sales. Currently, the Sign Ordinance defines temporary signs as flags, banners, pennants, or other advertising displays constructed of light materials, intended to be displayed for a limited period of time only. Temporary signs are allowed only for special promotional events for periods that cumulatively do not exceed a maximum of thirty or sixty days of display on an annual basis. A thirty day temporary promotional display requires Administrative Conditional Use Permit approval and a sixty day temporary promotional display requires Conditional Use Permit approval. Allowing decorative banners and flags on a permanent basis in retail commercial centers in Dublin, including the downtown area, is compatible with policies set forth in the Dublin Downtown Specific Plan. One of the major goals of the Downtown Specific Plan is to "create a strong image and sense of unity in the downtown." A Center Median Theme P~ogram is currently implemented to achieve this goal. Theme banners made of fabric have been added to existing street lights on major roadways used for seasonal and other promotional event celebrations. The Downtown Entries Program is another urban design improvement program identified in the Downtown Specific Plan. The Downtown Entries Program is being reviewed by the Downtown Specific Plan Task Force. Improvements, generally consisting of flags, entry pylons and street medallions, are proposed at major intersections or primary entries to the downtown area for commercial retail center identification. The intent is for the Downtown Entries Program sign designs to be compatible with those implemented under the Center Median Theme Program. CITY CLERK FILE ~ ---------~-~---------------------------------------------------- ITEM NO. ~ COPIES TO: General/Agenda File Applicant/Owner Project Planner .....--~........... ,...,~...................- The Applicant's request is consistent with the Center Median Theme Program and other urban design improvement strategies specified in the Downtown Specific Plan that are proposed to accomplish a strong downtown identity. The proposed decorative banners and flags will provide strong visual statements at retail centers, thereby attracting shoppers and patrons and increasing activity in the downtown area and other retail centers in Dublin. These flags and banners can also be used for seasonal and other promotional event celebrations. Other retail commercial centers in the downtown have expressed an interest in the urban design improvement strategies specified in the Downtown Specific Plan. Staff often receives questions from downtown merchants concerning public awareness and business identification. The project was reviewed by other City Departments. Minor comments were received relative to location, structural and aesthetic concerns of the banners, flags and poles. If the Sign Ordinance Amendment Study is initiated by City Council, Staff recommends specifying in the Sign Ordinance that the proposed installation of permanent decorative flags and banners be subject to Site Development Review approval. The Site Development Review application process provides other departments the opportunity to comment and apply conditions, if necessary, to the project. If the City Council initiates the Sign Ordinance Amendment Study, Staff will consider other provisions for regulating this type of signage. Staff requests direction from the City Council on the following areas regarding the scope of the Sign Ordinance Amendment Study: 1) Applicable Location/Districts (see Attachment 1, City Zoninq Map) a. retail commercial districts in the downtown, or b. retail commercial districts throughout the entire city, or c. retail commercial districts and retail uses in light industrial districts in the downtown, or d. retail commercial districts and retail uses in light industrial districts through the entire city; or e. all commercial and light industrial districts throughout the entire city. 2) Tvpe of Commercial Development a. Multi-tenant centers, or b. Multi-tenant and single tenant centers 3) Whether this matter should be referred to the Downtown Specific Plan Task Force for review and comment. Staff recommends that the city Council initiate the Sign Ordinance Amendment Study and provide Staff direction concerning planning and 40ning issues. David H. Malcolm, Inc., Real1:or@ Investments & Counseling f\iC \,1- :5 .: ~:~:.:~1 384 Colusa Circle Kensington, CA 94707 (510) 528-0219 Fax: (510) 525-9191 1676 N. California Blvd. Suite 600 Walnut Creek, CA 94596 (510) 295-1833 Fax: (510) 295-1836 RECEIVF=r) P:tJBLlN PLAI"... ,G October 31, 1991 Laurence Tong, Dir. Planning Mauteen O'Hallorran, Sr. Planner 100 civic Plaza Dublin, CA 94568 Re: Request for a zoning/sign Ordinance Text Amendment tJ'-o't\ \ \':;,6 _ "l '2,.:2... -z.- As owners of the Almond Plaza, ~754^Regional Street, Dublin, we are requesting the review and amendment of the present zoning text to allow permanent decorative flags and banners within commercial retail development. We ask once this text amendment is adopted that our application and future applications be approved through' site development review. We look forward to working with you on this amendment and hope this will provide other applicants and developers the opportunity of utilizing decorative banners as a part of their site development. Re: Almond Plaza At present the center has three under-utilized plaza areas at the back of the center. The lack of interest and use .of these areas are affecting our tenants exposure and sales. In the upgrading and renovation of the center we are looking to incorporate the use of several flag poles in the center court and pole banners in the two secondary courts to increase awareness and activity for our rear tenants. The incorporation of lighting within the pole banners would bring added interest and light levels encouraging a safer evening shopping and dinner expe~ience. The present ordinance, we feel, hinders shopper awareness of our rear retail tenants which the proposed focal points can remedy. RECEIVED" ~.j(.\, n .A 1991 '1150 ~'.,'1ii ~~jo~ s-\- DusdN PLANNIN~ q \ - 031 EXHIBIT A REALTORct Page - 2 - continued Again, we request a review and rewriting of the existing zoning text to allow decorative flags and banners within commercial retail development. Enclosed please find our check for $100 - Application Fee. Cordially, F. C. INVESTMENTS , ( ," / ~ ~ ... ,,- I . .' ~. '__,._..1. ,/. ,t. :'_-{~"'''--..... David H. Malcolm, General Partner DHM/ms Enclosure RECEIVED t'iCf 0 .:~: 1991 '1150..11:1,1.. "ec\o~ 5+ DUBLIN PLANNING" ~1-o81 ~.~~--~'~ ; /// ;/(- L_ _ __~-- / .~'-- ~tJ~ '-- -=-.A:,----____ ) /' /:(/) L y.. --- .~ "---" 7~ ~/L_~-~----... ._-~.:::::~~._~_~ ,__. ____h_ _ _/: //x;?,~~,7C:'-:;v ---._------- ~. c:y~-,- -- . --:z:::::;:----- - U '-F c/\ ~Lt-- --- ---- - - . - ....'/!/~---.._. .----_?- ,- m-~.-~~:_~:~_=_~N AO~JQ~~-l~=-a\'~'------~-- R E eEl V ED" - ;. . ., . ... .-- r,i;-.i: {\ .' 1q91 1 \ ~o~'-1{~i 1(e~io~ . s+ DUBLIN PLANNiN~ c\I-oBt ~. 'r,r""-L Nr Vlt~CE ,'ii.'-'_l".::' I ~. o "i'-, I f";),.JJ. Q ~/.~., __60- . "-"1"'._ ,'\'""""'I' 2.327 cLf..\-.(L.;i.':;,,:;; ..:l ...~.......A CA c'-';;::;Q\, !\t ~. ,\or .....:.- * > ~~.....;- tu_......t',:......-, , ,~~ m ::~..:~.i ~ '\.1' __.:::::-,~~:.::;. i ~-: ~;i?:1 ~~6;F I ,. '.j"" .. , _._. ...1 ""~tti .:=-=:~::::;;-1 j I' , _::,:,~.,,=:":.:,. -'''' i . ,,' 2 :-~~.,,~:~"I :> I. l Ii- i ~-_/./ ...-",..:-:::-- . ~ --_._-'~.~ ' - - .--.---p' . -~- _ ......../../7,.. .'._.- .~. ~z;:rj.'" ---.- _'-r:~OCP~:P::A-~ 1..- ....= -? RECEIVED 1'-V-\! n "1 1991 .1....; 0.: '.; -I. '1 \SO"1 ').:}'l-- () t \ DUBLIN PLANN~~of'ld.., CH-,08t 5~ VINCE MACKEL INC. o Z)v.L fUt. c 2327 8LANDING'S' ALAMEDA. CA. 94501 j: ( ~iff ~/t~~?~;I ~ .;:-t erv ~i tsce fOf' '(c:'~ if f6N"Y-vJF /5 ' -:/lCOIfj.f=D . "i'ol~ ( f'5N.~A'T{_ . F.L.'rt~ ~i"lOV-)~ (L/!10 ~(" -.- - .~L - W20--=== I . . : ,CD y._ . '" 'e:n t;;t-\SS_-/'.:.. I~/~ ..._-~ """1' T;<~6U r\..o1.. ~~.._{, ___ ABe(~ ----=: P-u3 A-Pf--Y A- Sil- (:At=e . "- &. -~ 1'- U I I ! I If b -=r;2~'( s;z. ~~ )tH!~e07: _:::.., c. .:~.E_h-'-7---7 . " '- o ~I .Q I "J' .n' ./., / "?/'//,/."'/:;-;'X'// . 'l/ //// , 8\(-av.::;J/D ~/ 126SS' ~ C-BUTetZ ~+ 2;/'+ I MD/v.o PV+vt- ,) ,q_,l," "Tel' i.-2,~-],I? 1 ......1-:. . RECEIVED 11~'~~~~i19R~io~ Sf DUBliN PLANNINS QI-05( VINCt:: MAC}(~ o tkvz.t 7;l:. ( 2327 BLANC'II' ALAM EDA, CA. ~ ~Pt-~(yc. ~-11- ,'l-/dlrrr>y:..-'<-2 - -= .\ II . ~ I I I \1f< :=!=\. II . " ""'"",~. ~,.,..l. " . . .:;.~~. i'. ,\,\\" 1 ~. .~. -I ;;l;.'.,l.'!i' 'X,,'.' 'l'~ ~. .'. ,.' :.J.~, .,,'-, ~\ ....':_;. :~~~m.:.~.~.'~. ! I '~." l~}:': 111 '~ I' ~,,:,';~'6 ql - ".>>' !.t!~1 ,i a,' "\......<;.;:~;"'~ . .. . .. '. .~ jbl'C//:-V Ii f'rZIl\ -s. : ! i : I :1 I :I " , ftz lId/-- ~.~! ~. '".. ~\ r -~ ~ " ~ ~ "":..~""",<,......",,~,,--.,,;:...":,:.... J. f:?ZtJv UE!e fcx13t:s: e ''l("m / CJ:; I i7'/ e:r-f __ . RECEIVED ., lso_ri:fi.i~~;d~',cna.l cfl-, DUBLIN PLANN'lNG C\ l ' 08 ( VINCE MACKEL INC. o ZMt ;:l.U · 2327 BLANDING 'B' ALAMEDA. CA. 9450\ \ ---. ' .--. ,.--- \ f:/TL) . ~~KN ?J~. --:-- . I . , " ~ ~A.~ ~ 1 .\. @ :~ar- I . I 'crp~ ; ; 1 .. ~ : ! em. ctp . I I , i .'~' i ,,: ....'.'1 ..-- ---,/:-'-<~:. . : ..... . . I '-'~,_:" i . : I , I ,r' ~~A'-' ~~~ . - tifA~ IO~O:V:3, .-R~E;;~~~='-. ~ ~ LA' .A-? .A. 1 (~~.l.~l-' ~[c?,o~1 s-.t-- f"OHO ~ '-f' .~ ~ [q:l::-68119~'" - ~a~ Q,~ DUBLIN PLANNING .~ VINCE MACKEL. I~ .~~. 2327' BLANDING'S' ALAMEDA. CA,.94501. '. -:;{.i~.:, ~. '. t~lr> ....t.....:...-:.;. I~, :~~~:;~~:::~.::. ~@ ~ OM _,." ~/ \..- ~ I~ '-___. ~! \; 1 o ',' i; ~ \\\:~!\;!j;rlij . Ii l' n~" S " .. f I....... \. .. .' ------_.,~ ~ :! :2:<~ u .~ ~;i~i~iH . is. '...>-..".-. p :;l; . u: ~ :':,~~;~i. ~ O,,,(~~'-r::;J'''' ~,;~'~Ii ".. ",;~,~.~~;:~';:E I -- ~. : ;i. I!II rll ~Ii . I. 'I' ':.'h, '!!I~ ,..-\' II'" , 1~ ~!j:li~!Ji ! , !m~\~:!ln ~ ~.; I. .",,1, . !. .1, 'l}- "'''I'' II 'lI ~.. 1 , .,.,...,. 'I' I! ! r;l! ~ , ! ! !,~ I 'lii,ili;ill\lli'III' I! ; :'! ! ~ I! :: ! I' . :"":1:1:1:::1:1: I~ '! ..,_1"1_\'" ..I.. j-,- I ~ . .', ,." -' " . I " ,. .',,' : ','; , ".. -;..~., , . . .,<;"" . .' ." . ..~::(;;:;~::>."" ~.. ,~;/~:::"'" -.\_- ','~.:_..;~L .... PO'p)1JTOINN sP~lftC. f'LMJ f\tti::A : EZl 20NING ::: ~f1P ... EXC-Er<.Pis ;::f.OWl 1HC DUt3LIt<.J I.JOlNfJ/ZJw/J ..),cc...II-IG {--'(;tN 5. URBAN DESIGN ,IV\PROVEMENTS PLAN The aim of the urban design improvements is to create a strong image and sense of unity throughout the downtown. A major street tree planting program nas already been implemented and will in time, as the trees grow, contribute substantially to these urban design goals. They will, however, not be sufficient by themselves to accomplish the broader goal of enhancing the area as a major focal point for the City of Dublin. Implementation of additional urban design improvements is limited by the lack or pUblic areas suitable for additional beautification or theme elements. Public street rights-of- way generally have only narrow sidewalk space at their edges and relatively narrow medians in their centers. Acquisition of additional right-of-way land for urban design improvements would in most cases have a substantial impact on adjacent developments and would be relatively expensive compared to the likely effectiveness of the improvements. Within these limited parameters, an Urban Design Improvements Plan has been formulated to include four major elements: A) Center Median Theme Program B) Downtown Entries Program C) Entries Program D) nRestaurant Rown Improvements The elements of the Urban Design Improvements Plan are shown on Diagram 18. A. CENTER MEDIAN THEME PROGRAM Four major roadways bound and serve the downtown: Duolin Boulevard, San Ramon Road, Amador Valley Boulevard, and Village Parkway. Each of these streets currently contain medians with street trees, public signing, traffic signals and street lights. Or all the existing elements, the street lights create the strongest, most continuous feature within the downtown area. The Center Median Theme Program builds upon these existing street lights. Theme banners will be added to each of the existing street lights along Dublin Boulevard, San Ramon Road, &~ador Valley Boulevard and Village Parkway. Special designs will be developed to express an image of DQwntown Dublin. Two possible examples are shown on Diagram 19. The banners would create a strong visual continuity along the main streets of downtown, would be readily visible from the adjacent freeways, would 02 effective both day and night, and would assist in tying 47 Attachlllnt fJ.. Urban Design Public Improvements Concept DUBLIN DOWNTOWN PLAN 0 200 400 feet m DUBLIN, CALIFORNIA . U 48 Diagram 18 ~~~ :~til'i' .~ I --;: \1 ~ . F.~IlRIC BANNERS ;..nll S) ( ~\~II ~\ -Vl.l I ~ L....~i) ~=t r----> '----- ~ ) c... ---- ;:;- C" ~ ~ ~ c:, ~, <, L",J~~' lL),v \ / ~ \\ ==1, f;.. _\ 7~-=-~~ f=-, (~ j ? ~J \;,V1 r, (\ J{ Cf vf!t fL- Example 1 s---- ~,~~-' , I: ! 61=3 EP\ Ll ?-i::L./N II CLJ~~IN I FABRIC BANNERS (CHANGEABLE FOR SEASONS OR EVENTS) [i;, ,....\., ~ r.---:-, ~ I "G ~- ~. ~ V.~1"--<...~~ .,~, .......-. ( ...! j ~~~ '.( \ rt, ~ ,?-,. ft ~ c; r4 l,j' r ~ c;f-=: - '" \ t:- .---. \ ~ Example 2 Center Median Theme Treatments DUBLIN DOWNTOWN PLAN DUBLIN, CALIFORNIA Diagram 19 49 together the two parts of the downtown currently separated by Interstate 680. specially designed banners can be used other promotional event celebrations. area which are In addition, for seasonal and Banners will need to be replaced periodically as they are subject to wind and other weather damage. Consideration during the final design stage for the theme elements will also be given to porcelain enamel signs as shown on Diagram 20. While these elements would not require replacement they could require a structural strengthening of the light standards in order to accommodate additional wind loads. Flexible connections would be considered to lessen those impacts. In addition consideration will also be given to painting the light standards as shown on Diagram 20 to reinforce the design continuity and distinctiveness of this plan element. B. DOWNTOWN ENTRIES PROGRAM The City of Dublin has the opportunity to emphasize the primary entry to the city and to the downtown area at the intersection of Dublin Boulevard and San Ramon Road. In addition, three other intersections offer opportunities for improvements to mark the downtown area as a distinctive part of the City of Dublin: Dublin Boulevard and Village Parkway, Village Parkway and Amador Valley Boulevard, and k~ador Valley Boulevard and San Ramon Road. Implementation of improvements at these intersections is constrained because of limited public rights-of-way, adjacent uses and the functional demands of the intersections to acco~~odate traffic flows and signalization. Detailed studies will be conducted for the design and location of suitable entry statements at each of the four intersections. Designs will be compatible with and supportive of the Center Median Theme Program. Most improvements will need to be placed in center medians or within the surface of the street itself. Components which will be strongly considered for these entry points are shown on Diagram 21 and inclUde flags, entry pylons and street medallions. Flags would be highly visible from the freeway and should be relatively large in size. They could be lighted at night to provide a strong visual statement at all times of the day and night. As with banners used for the Center Median Theme Program, flags would need to be replaced periodically as they become frayed by the wind. 50 ~~~ ~~., ~~--' - "-- PORCElAIN ENAMEL SIGN (2 SIDED) /'~~ ~ ' ~' C. ~ ~. (,.... > l /' C, : '\. (,"'0-, _ .... ~.tl/'f ::;..,.;-~ ,)'/\ ',' 'jW ~ ..\f. .. II II r Example 3 e ~ r Example 4 " \. ~ 2 ( (' .--- ? [~ Jr" ~~,,-j~-J ' '[ c:;~ ~ == '\ ~ (~~ L '-', 1 i, ~ ..--) ~JF ~ "; ~~ L?)' 11 \iI TlJ : I ," -' :r-- PAINT LICHT STANDARDS (POSSIBLY KELLY CREEN) ; ~ / .---~~ L ) , L. 2 ~ (~j 'y , ! lw fk ~"'-: 'j, I ~ Other Center Median Theme Potentials DUBLIN DOWNTOWN PLAN DUBLIN, CALIFORNIA Diagram 20 51 c :;> ,.J c::> 'Z --- ) % --n::::-.-:::; I \ \ · 1 . , ~ \~ . , ") . , t I · · . . " . ~~ I. . r---- I' \ \ 1 ~ ~--.:::::.:i:tr ---- -- ~"" \ \ " STREET MEDALLION EXAMPLE ~0~ --- FLAGS SAN RAMON ROAD NORTH~ es ~ 01 UI 8 J., I~,r;r m ~..,- ~~~ :lIAr I ' Lw FLAGS EXAMPLE ENTR Y PYLONS EXAMPLE Downtown Entry Elements DUBLIN DOWNTOWN PLAN DUBLIN, CALIFORNIA Diagram 21 52 Entry pylons may take any number of formS and exact designs will be very much subject to the space available at specifically selected locations. In additional to the examples shown, lower elements with a Downtown Dublin sign and a trellis treatment could De considered. street medallions, perhaps similar in concept to those used in downtown Concord, could De placed in some or all of the major downtown street intersections. While effective in marking key points, they are subject to substantial reconstruction whenever any excavation or street repair work is required. C. PROJECT ENTRIES PROGRAM Current city standards allow for shopping center identification signs for complexes with at least 10 stores. Such signs, however, do not allow for any advertising of individual tenants. Few SUCD signs have been constructed. The project Entries element would allow the establishment a common theme for entry identification signs for major projects downtown. Ideally, the elements would each carry a common logo or sign identifying the project as part of Downtown Dublin. Two examples of possible design approaches are shown on Diagram 22. Example No.1, whether i~plemented singularly or in pairs, offers the potential to accommodate some tenant signing while Example No. 2 is more oriented toward enhancing Downtown Dublin's character by trellis structures with flowering vines. All project entry signs would be located on private property and would be funded entirely or largely with private funds. Design parameters will need to be developed in coordination with major shopping complex owners and tenants. An example of the utilization of this type of element is shown on Diagram 14, Central Block Potential Improvements Su~~ary on page'42. D. RESTAURANT ROW The Dublin "Restaurant Row" concept is described in earlier sections of this plan. Amador Plaza Road currently serves a number of restaurants and a cinema complex. it offers one of the few opportunities to create a high quality pedestrian environment and a mix of uses to add diversity to Downtown Dublin. policies and Dev~lopment Standards within this Specific plan .{: ~ 53 5. URBAN DESIGN IMPROVEMENT STRATEGIES Major goals of the Downtown Dublin Specific Plan are the improvement of the area's visual image, the development of a strong identity for the downtown as a unique place and a stronger identity of the area with the City of Dublin. Six elements from the core of improvements to accomplish these goals. Strategies to accomplish these elements are as follows: a) Downtown Entries Proqram The city will prepare designs and construct improvements at four main intersections: San Ramon Road and Dublin Boulevard, San Ramon Road and Amador Valley Boulevard, Village Parkway and Amador Valley Boulevard, and Village Parkway and Dublin Boulevard. The two San Ramon Road entries will be emphasized because of their stronger orientation to arrivals from outside of the City of Dublin. Improvements will generally consist of specially designed flags on tall flag poles and entry marker pylons located in street medians. Consideration will be given to the development of a common logo and type design to be utilized throughout the downtown and on downtown promotional materials. b) Center Median Theme Proqram The city will prepare final designs and install improvements to existing street lights in the medians of San Ramon Road, Amador Valley Boulevard, Village Parkway and Dublin Boulevard. Provisions for attaching specially designed fabric banners will be emphasized. Initial funding may include the provision of two sets of standard banners and sets of special seasonal or events banners (e.g., Christmas) as may be determined to be desirable and useful in promoting the unity and uniqueness of Downtown Dublin. The painting of the supporting street light poles a single complimentary color will be considered as part of the implementation program. c) Prolect Entries Proqram In the interest of providing a greater unity and identification to the downtown area, the city will work with property owners to develop a standard pylon design to mark the main entries to retail projects. Based upon discussions with major retail project owners and managers, the city will develop a prototype design. The pylon design will be of high quality design and will carry a logo 67