HomeMy WebLinkAbout6.1 - Regal Theater Master Sign Program/Site Development Review Permit andSTAFF REPORT
Planning Commission
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Agenda Item 6.1
DATE:May 25, 2021
TO:Planning Commission
SUBJECT:Regal Theater Master Sign Program/Site Development Review Permit and
Conditional Use Permit (PLPA-2020-00046)
Prepared by: Robert Smith, Associate Planner
EXECUTIVE SUMMARY:
The Planning Commission will consider a Master Sign Program/Site Development Review Permit
and Conditional Use Permit for the Regal Theater in the Hacienda Crossings Shopping Center. The
Master Sign Program/Site Development Review Permit would establish standards for seven wall
signs and the Conditional Use Permit would allow an electronic reader board sign.
STAFF RECOMMENDATION:
Conduct the public hearing, deliberate, and adopt the Resolution approving the Regal Theater
Master Sign Program/Site Development Review Permit and Conditional Use Permit.
DESCRIPTION:
Background
The project site, at 5000 Dublin Boulevard, is located within the Hacienda Crossings Shopping
Center, as shown on the vicinity map (Figure 1). The site has a General Plan land use designation
of General Commercial and is located within a Planned Development zoning district. The Regal
Theater is a focal point of the shopping center and is oriented to draw attention from multiple
viewpoints, including Interstate 580, Hacienda Drive, and Dublin Boulevard. An internal remodel
and façade improvements for the theater were recently completed.
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Figure 1: Vicinity Map
Proposed Project
The applicant, All Sign Services, requests approval of a Master Sign Program/Site Development
Review Permit and Conditional Use Permit to establish standards for proposed wall signs,
including style, illumination, fonts and sizes and to permit a proposed electronic reader board
sign. Master Sign Program/Site Development Review Permits are typically reviewed by the
Community Development Director, while Conditional Use Permits for electronic reader board
signs require review by the Planning Commission. Thus, the proposed Master Sign Program/Site
Development Review Permit and the proposed Conditional Use Permit will be reviewed by the
Planning Commission concurrently.
The proposed signage will feature an updated design to match the tenant branding. The applicant
proposes to introduce one primary wall sign on the south, east and west elevations, and four
secondary wall signs advertising features of the theater and an electronic reader board sign on the
north elevation. Table 1 below summarizes the proposed signs.
Table 1: Summary of Signs
Sign No.Description Elevation Dimensions
(Feet)
Sign Area
(Square Feet)
Quantity
Sign A Illuminated
channel letters;
wall sign
North 3’-4” x 17’ x 3
¼”
58 1
Sign B Illuminated
channel letters;
wall sign
North 3’-4” x 20’-9”79 1
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Sign No.Description Elevation Dimensions
(Feet)
Sign Area
(Square Feet)
Quantity
Sign C Illuminated
channel letters;
wall sign
North 2’-2” and 4’-6”
x 21’-6”
60 1
Sign D Illuminated
channel letters;
wall sign
North 4’-6” x 19’-1”117 1
Sign E and F Illuminated
channel letters;
wall sign
East and
West
4’-9” and 10’ x
50’
273 2
Sign G Illuminated
channel letters;
wall sign
South 5’ and 10.’-6” x
52’.6”
311 1
Sign I Internally
illuminated;
electronic
reader board
North 10’ x 80’1,004 1
Total Proposed 1,902 8
Total Allowed 1,250
(312.5 per
elevation)
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Figure 2 below shows the proposed locations of the signs on the existing theater.
Figure 2: Sign Locations
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Analysis
Dublin Municipal Code (DMC) Chapter 8.84 (Sign Regulations) establishes development standards
for new signage. In order to exceed these standards, a Master Sign Program/Site Development
Review Permit is required. The proposed Master Sign Program/Site Development Review Permit
propose signage in excess of maximum number of signs, height, sign area and location, as shown in
Table 2 below.
Table 2: Development Regulations for Wall Signs
Maximum
Number of
Signs
Maximum
Height
Maximum Area per Sign
(Sq. Ft.)
Location
Requirement
Additional
Regulations
Wall Sign
Development
Standard
1 per
business or
tenant
frontage with
maximum of
three
frontages
2 ft. 6 in.1 sq. ft. per lineal ft. of
tenant frontage to
maximum of 150 sq. ft.
(with SDR, 1.5/lineal ft. to
max of 250 sq. ft.); 25%
bonus if tenant space is
100 ft. from street.
1 per business
or tenant
frontage with
maximum of
three frontages
May project
12 inches
from building
face, 30
inches
w/SDR. Max.
sign length
24 ft.
Proposal Signage
proposed on
four
frontages;
five signs
proposed on
north
elevation
See
dimensions
in Table 1
See sign area in Table 1 Signage
proposed on
four frontages
Complies
The building scale, height, and location of the Regal Theater are unique within Dublin and warrant
additional signage. The building measures 280 feet by 350 feet and is between approximately 35
feet and 70 feet in height (excluding the tower). The proposed Master Sign Program/Site
Development Review Permit would ensure a consistent appearance for signage on the building.
The proposed signage would promote orderly, attractive, and harmonious identification of the
theater and would be consistent with the purpose and intent of DMC Chapter 8.84 (Sign
Regulations) as it provides effective and attractive business identification. The proposed signage
would be visible from the public right-of-way and would not impede vehicular safety, circulation,
and visibility.
In addition to the Master Sign Program/Site Development Review Permit, the applicant is
requesting a Conditional Use Permit for a proposed electronic reader board sign. The proposed
electronic reader board sign is associated with an existing commercial use (the theater) and is
designed to provide the community with images of on-site services. The sign copy associated with
the proposed electronic reader board sign would be limited to permitted on-site activities. The
proposed 1,004-square-foot electronic reader board sign would be set against the most prominent
elevation and would be proportionately scaled to the theater. The proposed electronic reader
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board sign would not pose any impact to existing utilities, services, infrastructure, site access, or
circulation. Additionally, the draft Conditions of Approval would limit noise and nuisance around
the project site to ensure on-going compatibility with the site surroundings.
ENVIRONMENTAL REVIEW:
The California Environmental Quality Act (CEQA), together with the State CEQA Guidelines and
City of Dublin CEQA Guidelines and Procedures require that certain projects be reviewed for
environmental impacts and when applicable, environmental documents be prepared. Staff
recommends that the Planning Commission find the project is categorically exempt from the
requirements of CEQA in accordance with CEQA Guidelines Section 15311(Accessory Structures).
CONSISTENCY WITH THE GENERAL PLAN AND ZONING ORDINANCE:
The proposed project is consistent with the General Plan land use designation of General
Commercial as the theater is a permitted use. Additionally, the proposed project is consistent with
the Planned Development standards, including parking and other development standards.
REVIEW BY APPLICABLE DEPARTMENT AND AGENCIES:
The Building and Safety Division and Public Works Department reviewed the proposed project
and Conditions of Approval are proposed to ensure that the project is established in compliance
with all local ordinances and regulations.
NOTICING REQUIREMENTS/PUBLIC OUTREACH:
In accordance with State law, a Public Hearing Notice was mailed to all property owners and
occupants within 300 feet of the proposed project. The Public Hearing Notice was also published
in the East Bay Times and posted at several locations throughout the City. A copy of this Staff
Report was provided to the Applicant and posted to the City’s website.
ATTACHMENTS:
1) Resolution Approving the Regal Theater Master Sign Program/Site Development Review
Permit and Conditional Use Permit
2) Exhibit A of Attachment 1 – Project Plans
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