HomeMy WebLinkAbout8.4 PLPA 2011-00027 Dublin Hyundai MSPti`s OF DU~r
ui ~i "•ir ~~ STAFF REPORT
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DATE: November 8, 2011
TO: Planning Commission
SUBJECT: Public Hearing: PLPA-2011-00027 Dublin Hyundai Master Sign Program
Amendment and Scarlet Court Overlay Zoning District Site Development
Review.
EXECUTIVE SUMMARY:
The Applicant is requesting a Master Sign Program Amendment to construct a new, freeway
oriented sign at Dublin Hyundai located at 6015 Scarlett Court. In accordance with Chapter
8.34 of the Dublin Zoning Ordinance, a Scarlett Court Overlay Zoning District Site Development
Review is also required.
RECOMMENDATION:
Staff recommends that the Planning Commission: 1) Receive Staff presentation; 2) Open the
public hearing; 3) Take testimony from the Applicant and the public; 4) Close the public hearing
and deliberate; and 5) Adopt a Resolution approving a Master Sign Program Amendment and
Scarlett Court Overlay Zoning District Site Development Review for Dublin Hyundai or Adopt a
Resolution denying a Master Sign Program Amendment and Scarlett Court Overlay Zoning
District Site Development Review for Dublin Hyundai.
Submitte y ~_
Senior Planner
v ed By
Planning Manager
COPIES TO: Applicant
File
Page 1 of 9
ITEM NO.: V •
G:IPA#120111PLPA-2011-00027 Dublin Hyundai MSP AmendmentlPC Mtg 11.08.111PCSR 11.08.11.doc
DESCRIPTION:
The project site is located at 6015 Scarlett Court and is occupied by Dublin Hyundai (see Figure
1 below). The site is comprised of two legal parcels and both have a General Plan Land Use
designation of Business Park/Industrial & Outdoor Storage. The project site is located within the
Scarlett Court Overlay Zoning District and has a zoning designation of M-1 (Light Industrial).
Other automobile dealerships in the Scarlett Court area include Dublin Volkswagen, Dublin
Mazda, Dublin Honda and Dublin Nissan (see Figure 1 below).
Background
t
N
On January 7, 2011, the Community Development Director approved a Site Development
Review for exterior facade modifications at Dublin Hyundai. On April 12, 2011, the Planning
Commission approved a Master Sign Program Amendment for new wall signs to compliment the
remodeled automobile dealership. At the same time, Dublin Hyundai requested modifications to
an existing 56-foot tall Electronic Readerboard Freestanding Sign which were not approved by
the Planning Commission. The existing Electronic Readerboard Freestanding Sign continues to
be utilized in accordance with the 1995 approval and is located on the western parcel of the
automobile dealership.
Signage History
In 1995, the Planning Commission adopted Resolution 95-18 (Attachment 1) approving a
Master Sign Program/Site Development Review to establish a comprehensive sign program for
Valley Auto Center which is now occupied solely by Dublin Hyundai. The Planning Commission
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also adopted Resolution 95-16 (Attachment 2) approving a Conditional Use Permit for the
installation and use of an Electronic Readerboard Freestanding Sign at Valley Auto Center.
On April 12, 2011, the Planning Commission adopted Resolution 11-12 (Attachment 3)
approving a Master Sign Program/Site Development Review for new wall signs and directional
signs at Dublin Hyundai. This Master Sign Program approval superseded Resolution 95-18;
Resolution 95-16 which approved the Electronic Readerboard Freestanding Sign remains in
effect.
Current Request
On June 23, 2011, Dublin Hyundai submitted an application for a Master Sign Program
Amendment to amend the existing Master Sign Program for Dublin Hyundai to include a 78-foot
tall freeway oriented sign with a 400 square foot sign area (Attachment 4). In accordance with
Chapter 8.34 (Scarlett Court Overlay Zoning District) of the Zoning Ordinance, the installation of
new signage is also subject to Site Development Review. Therefore, Dublin Hyundai is
requesting a Master Sign Program Amendment and Site Development Review for the
installation of a new, freeway oriented sign.
ANALYSIS:
Master Sign Program Amendment
As noted above, on April 12, 2011, the Planning Commission adopted Resolution 11-12 (see
Attachment 3) approving a Master Sign Program/Site Development Review for new wall signs
and directional signs at Dublin Hyundai. Dublin Hyundai is requesting to amend their Master
Sign Program to add a new, freeway oriented sign. The proposed freeway oriented sign is in
addition to the existing Electronic Readerboard Freestanding Sign. As discussed in further
detail below, Dublin Hyundai is requesting to exceed the height and square footage allowed for
the freeway oriented sign and the Zoning Ordinance allows for both to be considered through a
Master Sign Program.
Scarlett Court Design Guidelines
Section 8.34.030.D of the Zoning Ordinance requires Site Development Review for the
installation of new signage within the Scarlett Court Overlay Zoning District. The purpose for
Site Development Review is to review projects for substantial compliance with the Scarlett Court
Design Guidelines.
The Scarlett Court Design Guidelines were adopted on May 1, 2007. Chapter 3.3 of the Design
Guidelines (Attachment 5) contains recommendations for the design, construction and
placement of signs in the Scarlett Court area. The Design Guidelines supplement, but do not
replace, the sign regulations established by Chapter 8.84 (Sign Regulations) of the Dublin
Zoning Ordinance. All signage in the Scarlett Court area is required to comply with the Zoning
Ordinance except where modified by the Design Guidelines.
The following elements of the proposed 78-foot tall freeway oriented sign comply with the
Scarlett Court Design Guidelines:
• Number and Location: The Design Guidelines specifically state that the number of
monument signs and freeway oriented signs shall be limited to one monument sign or
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one freeway sign (not both) per lot frontage. A monument sign is a freestanding sign that
is oriented towards pedestrians and vehicles and is generally located near a vehicle
entrance to a site. Freeway oriented signs are oriented towards vehicles traveling along
Interstate 580.
Dublin Hyundai is comprised of two legal lots and therefore has two lot frontages (see
Attachment 6). The existing 56-foot tall Electronic Readerboard Freestanding Sign is
considered a freeway oriented sign and is located on the western lot; the proposed 78-
foot tall freeway oriented sign would be located on the eastern lot. Dublin Hyundai does
not have any monument signs. Therefore, the proposed 78-foot tall freeway oriented
sign complies with the Design Guidelines in number and location.
Structural Support: The Scarlett Court Design Guidelines encourage freeway oriented
signs to be mounted on a solid structure or a minimum of two structural columns. Dublin
Hyundai proposes two structural columns. Each column is divided into 20-foot segments
of varying diameters. Starting at the bottom of the sign, the columns are 36-inches in
diameter; the middle portions of the columns are 30-inches in diameter; and, the upper
portions of the columns are 24-inches in diameter (see Attachment 4).
Sign Materials: The Scarlett Court Design Guidelines encourage the use of sign
materials that complement the architectural character of the buildings on the property and
are constructed out of high quality materials such as acrylic, aluminum, and weather
resistant wood and composite materials. Dublin Hyundai proposes a 20-foot x 20-foot
double face fabricated cabinet with blue aluminum composite material (ACM) faces (see
Attachment 4). The design, colors and materials of the sign cabinet are consistent with
the architectural elements and colors on the showroom building and with signage
approved under the existing Master Sign Program (see Figure 2 below).
re 2. Showroom Buildi
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Sign Colors, Fonts and Logos: The Scarlett Court Design Guidelines encourage
contrast between the background of the sign and the sign's letters to maximize legibility
of the sign. Color schemes are encouraged to be limited to five colors to maintain visual
balance. Logos along Interstate 580 are encouraged for easy identification. Fonts that
are simple and easily readable are also encouraged for clear legibility. Letters are
encouraged to be no more than 75% of the background to maximize readability. Dublin
Hyundai proposes a blue background with a chrome finish logo and letters which
provides contrast to maximize the legibility of the sign. The color scheme consists of two
colors, blue and chrome and the sign incorporates the Hyundai logo. The font style is all
capital letters in a block face font which is simple and easily readable. The area of the
sign letters is less than 75% of the total background area of the sign (see Attachment 4).
Landscaping: The Zoning Ordinance requires that freestanding signs be located in a
planter of an appropriate dimension with a sufficient length, width and height to protect
the base of the sign from damage due to vehicular traffic. The freeway oriented sign is
proposed to be located in a 6-foot wide planter (Attachment 6). Taking into consideration
a 6-inch curb surrounding the planter there would be a 5-foot wide area available for
planting. The length of the planter is 40-feet with 39-feet available for planting. It is
unknown at this time how large the structural footings of the sign will need to be which
could result in less planting than what is shown on the preliminary landscape plan
(Attachment 7). Condition of Approval No. 10 has been incorporated into the draft
Resolution approving the project to allow the Community Development Director to review
and approve minor modifications to the preliminary landscape plan (Attachment 8).
The following elements of the proposed 78-foot tall freeway oriented sign deviate from the
Scarlett Court Design Guidelines:
• Maximum Sign Area: The Scarlett Court Design Guidelines refer back to Chapter 8.84
(Sign Regulations) of the Dublin Zoning Ordinance for maximum sign area. Section
8.84.120.1 of the Dublin Zoning Ordinance limits the maximum sign area to 150 square
feet per side unless pursuant to a Master Sign Program. Dublin Hyundai proposes a 400
square foot sign area per side (see Attachment 4).
Table 1 below provides a comparison of sign areas for automobile dealerships in the
Scarlett Court area.
Tahlp 1 _ a-utemebile Dealership Freestandina Sian Areas
Existing Existing Existing Existing Existing Proposed
Dublin Dublin Dublin Dublin Dublin Dublin
Volkswa en Mazda Nissan Honda H undai H undai
Si n Area 57.5 s . ft. 100 s . ft. 100 s . ft. 196 s . ft. 444 s . ft. 400 s . ft.
Si n Hei hts 20-feet 30-feet 35-feet 50-feet 56-feet 78-feet
• Sign Height: The Scarlett Court Design Guidelines state that freeway oriented signs
should be limited to a height of 35-feet; taller signs that allow for co-location of signs with
other tenants may be considered by the Planning Commission. Dublin Hyundai is not
requesting co-location with other tenants as they are the sole occupant of the project site
however they would like to exceed 35-feet in height for greater visibility along Interstate
580.
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As noted above, the Scarlett Court Design Guidelines contain recommendations for the
design, construction and placement of signs in the Scarlett Court area. In some
instances, the Design Guidelines use the word "shall" and in other instances the Design
Guidelines use the words "should" or "encourage". The use of these different words was
intentional and in adopting the Design Guidelines the City Council sought clarification of
word usage (Attachment 9). The use of the words "should" or "encourage" was intended
to provide the City with the ability to give discretion to the Planning Commission. With
regards to the height of freeway oriented signs, the Design Guidelines state, "Freeway
oriented signs should be limited to a height of 35-feet." This gives the Planning
Commission the flexibility to allow a freeway oriented sign that is greater than 35-feet.
Section 8.84.120.H of the Dublin Zoning Ordinance sets forth the process, a Master Sign
Program, for reviewing a sign that exceeds 35-feet in height.
Other automobile dealerships located in the Scarlett Court area include Dublin
Volkswagen, Dublin Mazda, Dublin Nissan and Dublin Honda. Table 2 below provides a
comparison of freestanding signs for automobile dealerships in the Scarlett Court area
and their respective lot sizes.
Dublin Volkswagen, which is located immediately to the west of Dublin Hyundai (see
Figure 1 above), has an existing 20-foot freestanding sign. Dublin Mazda, which is
located to the north of Dublin Volkswagen (see Figure 1 above), has a 30-foot
freestanding sign. Dublin Nissan and Dublin Honda are located closest to the Dougherty
Road freeway off-ramp (see Figure 1 above) and have 35-foot and 50-foot freestanding
signs, respectively.
The tallest sign currently located in the Scarlett Court area is the 56-foot Electronic
Readerboard Freestanding sign located at Dublin Hyundai. The freestanding signs at
Dublin Honda and Dublin Hyundai currently exceed the maximum height specified in the
Scarlett Court Design Guidelines however both signs were approved prior to the adoption
of the Guidelines in 2007.
T~hln 7 A~~fmm~F~iln rlnalnrchir~ Frnnctanrlinn Sinn HPinhtS
Existing Existing Existing Existing Existing Proposed
Dublin Dublin Dublin Dublin Dublin Dublin .
Volkswa en Mazda Nissan Honda H undai H undai
Si n Hei hts 20-feet 30-feet 35-feet 50-feet 56-feet 78-feet
Lot Size 1.9 acres 2.3 acres 3.2 acres 6.0 acres 2.5 acres 1.5 acres
Lot sizes in the Scarlett Court area are relatively small compared to those east of Scarlett
Court (see Table 3 below). This may have been a contributing factor in limiting the
number of freeway oriented signs to one per parcel and limiting their heights to 35-feet.
East of the Scarlett Court area, freeway oriented signs have been approved at a variety
of heights from 45-feet to 99-feet (see Table 3 below).
Tahln 3 Franc+anrlinn Sinnc Fact of the Scarlett Court Area
Hacienda Dublin Dublin Dublin Grafton Fallon
Crossings Toyota Corporate GMC Station Gateway
Center
Freestanding 75-feet 72-feet 45-feet 55-feet 75-feet 99-feet
Si n Hei hts
Lot Size 53.4 acres 15.8 acres 18.6 acres 13.5 acres 26.2 acres 33.8 acres
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The Applicant believes that a 78-foot tall freeway oriented sign is necessary due to the
raised grade of Interstate 580 and the BART Station which would obstruct views of the
sign at a lower height. Additionally, the Applicant believes that existing trees and freeway
signage further obstructs views of the project site therefore warranting a 78-foot tall
freeway oriented sign (see Attachments 10 and 11).
Staff has prepared two draft Resolutions for the Planning Commissions consideration. If
the Planning Commission finds that the height and square footage of the proposed
freeway oriented sign is appropriate, a Resolution approving the request is included as
Attachment 8. If the Planning Commission finds the height and square footage of the
proposed freeway oriented sign is not appropriate, a Resolution denying the request is
included as Attachment 12.
CONSISTENCY WITH THE GENERAL PLAN, SPECIFIC PLAN AND ZONING ORDINANCE:
The project site has a General Plan Land Use designation of Business Park/Industrial & Outdoor
Storage, is located within the Scarlett Court Overlay Zoning District and is zoned M-1 (Light
Industrial). Automobile dealerships have historically been a conditionally permitted use in the
M-1 Zoning District and the M-1 Zoning District. is consistent with the General Plan Land Use
designation of Business Park/Industrial & Outdoor Storage. Dublin Hyundai currently operates
automobile/vehicle sales and service under a Conditional Use Permit (Resolution 86-12). The
Master Sign Program Amendment and Scarlett Court Overlay Zoning District Site Development
Review provide identification of the Dublin Hyundai automobile dealership to motorists traveling
along Interstate 580.
REVIEW BY APPLICABLE DEPARTMENT AND AGENCIES:
The Building Division, Fire Prevention Bureau, Public Works Department, and Dublin Police
Services reviewed the project and provided Conditions of Approval where appropriate to ensure
that the Project is established in compliance with all local Ordinances and Regulations.
Conditions of Approval from these departments and agencies have been included in the draft
Resolution approving the Master Sign Program Amendment and Scarlett Court Overlay Zoning
District Site Development Review (Attachment 8).
NOTICING REQUIREMENTS/PUBLIC OUTREACH:
In accordance with State law, a Public Notice was mailed to all property owners and occupants
within 300-feet of the proposed Project. A Public Notice was also published in the Valley Times
and posted at several locations throughout the City. Additionally, a Public Notice was sent to all
interested parties who provided comments previously on the Electronic Readerboard
Freestanding Sign and a Public Notice was mailed to all property owners and occupants of the
Dublin Transit Center. To date, the City has received no objections from surrounding property
owners, occupants or residents regarding the Project. A copy of this Staff Report was provided
to the Applicants, Ed Cornelius and Scott Anderson, and to their agent, Guy Houston.
ENVIRONMENTAL REVIEW:
The California Environmental Quality Act (CEQA), together with the State Guidelines and City
Environmental Regulations require that certain projects be reviewed for environmental impacts
and when applicable, environmental documents prepared. Staff recommends that the Planning
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Commission find this project to be exempt pursuant to the California Environmental Quality Act
(CEQA), Section 15311(a) of the State CEQA Guidelines which exempts the construction or
replacement of minor structures accessory to existing commercial facilities including on-premise
signs.
ATTACHMENTS: 1) Planning Commission Resolution 95-18 approving a
Master Sign Program/Site Development Review to
establish a comprehensive sign program for Valley
Auto Center.
2) Planning Commission Resolution 95-16 approving a
Conditional Use Permit for the installation and use of
an Electronic Readerboard Freestanding Sign at Valley
Auto Center.
3) Planning Commission Resolution 11-12 approving a
Master Sign Program/Site Development Review for
new wall signs and directional signs at Dublin Hyundai.
4) Sign Detail prepared by AGI (Architectural Graphics
Incorporated) dated received by Dublin Planning on
September 20, 2011.
5) Chapter 3.3 of the Scarlett Court Design Guidelines.
6) Site Plan prepared by RJA dated received by Dublin
Planning on October 24, 2011.
7) Preliminary Landscape Plan prepared by LSA dated
received by Dublin Planning on October 24, 2011.
8) Resolution approving a Master Sign Program
Amendment and Scarlett Court Overlay Zoning District
Site Development Review for Dublin Hyundai.
9) City Council Meeting Minutes of May 1, 2007.
10) Written Statements dated received by Dublin Planning
on June 23, 2011 and September 20, 2011 and site
photographs on CD submitted by the Applicant.
11) Photo simulation dated received by Dublin Planning on
August 22, 2011.
12) Resolution denying a Master Sign Program
Amendment and Scarlett Court Overlay Zoning District
Site Development Review for Dublin Hyundai.
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GENERAL INFORMATION:
APPLICANT:
PROPERTY OWNER:
LOCATION:
ASSESSORS PARCEL
NUMBERS:
GENERAL PLAN
LAND USE DESIGNATION:
SPECIFIC PLAN
LAND USE DESIGNATION:
SURROUNDING USES:
Ed Cornelius/Scott Anderson CFO
Hamcor, Inc.
4321 Toyota Drive
Dublin, CA 94568
Don Endo,
Dublin Properties., LLC
901 Van Ness Avenue
San Francisco, CA 94109
6015 Scarlett Court
941-0550-032-02 & -03
Business Park/Industrial & Outdoor Storage
n/a
CURRENT USE OF
LOCATION ZONING GENERAL PLAN LAND USE PROPERTY
Project M-1 Business Park/Industrial & Automobile Sales & Service
Site Outdoor Stora e
North M-1 Business Park/Industrial & Mini-Storage
Outdoor Stora e
South n/a n/a Scarlett Court & Interstate 580
East M-1 Business Park/Industrial & City of Dublin Corporation Yard
Outdoor Stora e
West M-1 Business Park/Industrial & Automobile Sales & Service
Outdoor Stora e
REFERENCES: General Plan
Zoning Ordinance
Scarlett Court Design Guidelines
City Council Meeting Minutes of May 1, 2007
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