AGENDA ITEM
TO:
HONORABLE CHAIR
AND MEMBERS OF THE PLANNING COMMISSION
FROM:
SUSANA MARTINEZ
ASSOCIATE PLANNER
SUBJECT:
title
CONFORMITY REPORT - NEW AUDI DEALERSHIP AT 2998 CHERRY AVENUE
summary
Summary:
The intent of this report is to advise the Planning Commission of sign modifications to the existing Sign Program for the new AUDI automobile dealership, currently under remodel at 2998 Cherry Avenue. The remodel includes the demolition of the interior retail showroom area, service area, and employee offices. Minor exterior improvements, such as canopies, paint, and lighting are also proposed. Lastly, the new dealership is proposing to add new signage to the buildings and property. Staff reviewed the changes to the signage and have determined that the new signs do not result in a significant change from the approved sign program and therefore have approved the signs administratively. Typically in these cases, staff brings a conformity report to the Planning Commission for informational purposes.
Strategic Plan Goal(s):
Goal 6: Promote a Transparent and Open Government.
recommendation
Recommendation:
Receive and file.
body
Background:
The site at 2998 Cherry Avenue is within the SP 4 - Auto Center Specific Plan. The intent of the specific plan is to attract nationally franchised or operated automobile, truck, and motorcycle sales facilities. It establishes design standards for the unique building types associated with automobile sales and requires a sign program to ensure consistent signage for current and future operators.
In 1990, the Planning Commission approved a Site Plan Design Review (SPDR) for a BMW dealership, including a sign program for freestanding monument signs, wall signs, and directional signs. Over time, the location has hosted various automotive operators, with MINI joining BMW as a joint tenant in 2002 and later occupying the entire site when BMW constructed their new auto center facility to the west on East Spring Street. Most recently, EchoPark Automotive occupied the site after the relocation of MINI to the new BMW site.
In August 2019, SPDR 19-09 was approved to amend the sign program and site modifications to accommodate EchoPark Automotive; however, as of June 2023 EchoPark closed its Signal Hill location. Shortly after, Fletcher Jones Audi secured site control and began the remodeling process for their dealership.
Analysis:
The applicant, AKC Permit Inc. for Fletcher Jones Audi, has submitted plans to replace three (3) wall signs and four (4) monument signs as well as the signature Audi logo and directional signs (Attachment A). SPDR 19-09 amended the sign program to allow for the six (6) signs described and the miscellaneous signs. Below is a breakdown comparison of the sign square footage for EchoPark and Audi:
|
Sign |
EchoPark |
Audi |
|
Wall Sign (1) |
34.8 SF |
25.41 SF |
|
Wall Sign (2) |
32.8 SF |
32.37 SF |
|
Wall Sign (3) |
84 SF |
40.22 SF |
|
Monument Sign (Cherry Avenue) |
20.5 SF |
19.6 SF |
|
Monument Sign (Spring Street) |
20.5 SF |
19.6 SF |
|
Tall Monument Sign (Cherry Avenue/Spring Street) |
145 SF |
126.67 SF |
|
Low Monument Sign (Cherry Avenue/Spring Street) |
57.5 SF |
80 SF |
As shown above, the applicant proposes to replace the existing signage like for like. The new signage will be less square footage than the previously approved signage. In addition to the wall signs and the three monument signs proposed at the East Spring Street and Cherry Avenue entrances, the applicant has proposed to refresh the low Signal Hill Auto Center sign which has the City seal on it facing the intersection of Cherry Avenue and East Spring Street. This was one of the original introductory signs when the Auto Center Specific Plan was established. Audi not only proposes to refresh and replace the sign with a like for like sign, but they also plan to replace the older City seal with the new City seal. Finally, the applicant is proposing to add directional signs and the signature Audi ring logo throughout the facility. This is also similar to the historic signage and logo placements of previous dealerships.
Below is the site plan identifying the location of the wall signs, monument signs, logos, and directional signs. The three (3) tall monument signs are identified in green, the three (3) wall signs are identified in blue, and the one (1) low monument sign is identified in purple.
Below is rendering of the proposed updated Signal Hill Auto Center monument sign at the corner of Cherry Avenue and East Spring Street:
Approved:
___________________________
Colleen T. Doan
Attachments
A. Approved Audi Sign Proposal and Signal Hill Monument Sign