CITY OF SIGNAL HILL - File #: 25-953

Date	Action By	Action	Result	Action Details	Meeting Details	Video
5/20/2025	Planning Commission	Adopted	Pass	Action details	Meeting details	Not available

AGENDA ITEM

TO:

HONORABLE CHAIR

AND MEMBERS OF THE PLANNING COMMISSION

FROM:

SUSANA MARTINEZ

ASSOCIATE PLANNER

SUBJECT:

title

PUBLIC HEARING - SITE PLAN AND DESIGN REVIEW 25-01 A REQUEST FOR A NEW SIGN PROGRAM AT AN EXISTING COMMERCIAL CENTER (EAST WILLOW VILLAGE) LOCATED AT 2201 EAST WILLOW STREET WITHIN THE COMMERCIAL TOWN CENTER (CTC) ZONING DISTRICT

summary

Summary:

Form of Notice: Notice was published in the Signal Tribune newspaper per Government Code §65091(a)(4) on May 9, 2025; was mailed to property owners within a 300’ radius of the subject site on May 8, 2025; and was posted in accordance with Signal Hill Municipal Code (SHMC) Section 1.08.010 at City Hall, Signal Hill Library, Reservoir Park, and Discovery Well Park on May 8, 2025.

The applicant, Signs & Services Co., on behalf of 2201 E Willow LLC, is requesting approval of a new sign program for the East Willow Village commercial shopping center located at 2201 East Willow Street. The new sign program will establish uniform sign standards for all tenants within the commercial center. The applicant is proposing to exceed the allowable height for monument signs from six feet to eight feet. Pursuant to SHMC Section 20.58.070(D), project and business signs in commercial projects may exceed the standards prescribed in the Municipal Code with Planning Commission approval, if the commercial site is located in the Commercial Town Center (CTC) zone.

Strategic Plan Goal(s):

Goal No. 3 Economic and Downtown Development

recommendation

Recommendation:

Adopt the following resolution, entitled:

A RESOLUTION OF THE PLANNING COMMISSION OF THE CITY OF SIGNAL HILL, CALIFORNIA, APPROVING SITE PLAN AND DESIGN REVIEW 25-01 A REQUEST FOR A NEW SIGN PROGRAM AT AN EXISTING COMMERCIAL CENTER (EAST WILLOW VILLAGE) LOCATED AT 2201 EAST WILLOW STREET WITHIN THE COMMERCIAL TOWN CENTER (CTC) ZONING DISTRICT

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Background:

The subject site at 2201 East Willow Street is developed with an existing commercial center located at the northeast corner of East Willow Street and Dawson Avenue. The property is within the Commercial Town Center (CTC) zoning district and is approximately 74,250 square feet. The commercial center consists of approximately 18,500 square feet of retail space and has eleven tenant spaces, split between a multi-tenant building and a pad building. The property was acquired by 2201 E Willow LLC (property owner) in 2024. At that time, the new property owner submitted plans for proposed façade improvements to the shopping center. Façade improvements included removal of existing store front overhangs, stucco patching, new paint, and installation of new wall sconces. The façade improvements have been approved, and a permit has been issued. Construction is anticipated to commence later this year.

Site Plan and Design Review

Pursuant to SHMC Section 20.58.030, all sign programs shall be treated as a site plan and design review application, and shall follow the provisions of Chapter 20.52, Site Plan and Design Review. Signage may exceed the standards prescribed in Chapter 20.58 if the commercial site is located in the Commercial Town Center (CTC) zone, subject to Planning Commission approval of a comprehensive sign program. The Planning Commission must make the findings in Section 20.58.040, outlined below, and determine that the proposed signs will not have an adverse impact on or detract from the design of the overall project. Compliance with the findings is outlined in the resolution.

A comprehensive sign program or sign plan shall only be approved if the following findings are made:

A. All signage shall be consistent with the provisions of Chapter 20.52, Site Plan and Design Review and the provisions of this chapter.

B. All signage shall be consistent and compatible with the visual image and architectural design of the overall project it is intended to serve.

C. Sign scale shall be kept in proportion with other aspects of a given development as well as surrounding development.

D. Signage of individual businesses or property owners shall not conflict with or interfere visually with other signage on-site, and to the extent feasible, signage off-site.

E. All signage materials shall be selected for durability, wear characteristics, ease of maintenance and initial beauty.

Analysis:

The applicant, Signs & Services Co., on behalf of 2201 E Willow LLC, is requesting approval of a new sign program (Attachments A and B) that will provide uniform standards for the existing eleven tenants on the site. The new sign program will allow for individual internally illuminated or halo illuminated channel letters and encourages tenants to consider the specific architectural style of the building’s façade. Signs for both the multi-tenant structure and pad will be subject to the following standards:

Each tenant is permitted a minimum of one (1) wall sign, while the pad and corner tenants will be allowed up to two (2) wall signs. Secondary signs are permissible for businesses that have at least two frontages. The sign program will allow secondary signage for three tenants, each of which contain two frontages. All the proposed wall sign standards comply with the sign standards under the SHMC Section 20.58. Existing tenant signage will remain on site. The replacement of existing signage will trigger compliance with the new sign program.

In addition, the applicant is proposing to install one (1) wall project identification sign and replace an existing monument (ground) sign. According to SHMC, a site is permitted to have up to two (2) project identification signs. The proposed wall project identification sign would be located at the southwest corner of the pad. The sign is identified as “D” in the site plan above. The sign will contain the name of the commercial center, and a rendering of the proposed sign is below.

Pad - South Elevation (Willow Street)

Lastly, the applicant is requesting to replace an existing six-foot monument sign with a new eight-foot monument sign. The SHMC allows for a height maximum of six feet for monument signs, excluding any decorative roof features. Monument signs can exceed this allowance with approval of a sign program as described previously. The existing monument sign contains six tenant panels, and the proposed sign will contain eleven, accommodating a panel for each of the existing tenant spaces in the commercial center. Due to the proposed façade improvements, the existing monument sign no longer complements the architectural design of the commercial center. The new monument sign will incorporate elements of the façade improvements, such as aluminum suede texture finishes, and interior illuminated sign cabinets for the tenant signage and name of the commercial center.

Surrounding Compatibility

The height request increase for the monument sign is compatible with other ground/monument signs within the CTC zone. The images below depict monument signs of other commercial centers in the CTC zone averaging approximately fourteen feet in height.

As depicted in the images, surrounding ground signs exceed the permissible six-foot maximum height standard for monument signs. Therefore, the requested height increase is compatible with the surrounding area and would not have an adverse impact on the area.

Departmental Review

The application was routed for departmental review to applicable City departments. Public Works reviewed the proposed sign program to ensure the new monument sign would not obstruct the line-of-sight for vehicles exiting the center along the southerly driveway apron. The monument sign is proposed west of the driveway apron, allowing line-of-sight of vehicles traveling westbound along Willow Street. Therefore, Public Works determined that a Line-of-Sight study was not required. The monument sign will need to provide a five-foot separation between the sign and the southerly property line for vehicle line-of-sight with pedestrian traffic. A condition of approval has been included in the resolution. No other departments had comments or concerns with the sign program or monument sign location.

Branding/Placemaking

The proposed sign program has been designed to support cohesive branding and placemaking for the commercial center. Previously, the center did not have an identifying name, which limited its visibility along East Willow Street. As part of the sign program, the introduction of the new name “East Willow Village” and proposed uniform sign standards are a significant improvement that enhances the center’s identity and sense of place. This effort aligns with recent façade improvements approved through the previously issued permit. By incorporating the design elements such as typography, color, and materials, the signage improves wayfinding and tenant visibility but also contributes to a more welcoming experience for patrons and the surrounding community.

Lastly, the signage will be consistent with the place making of neighboring commercial centers located in the CTC zone. The monument sign incorporates design elements from the existing commercial center, consistent with signage found at other commercial centers within the area. Its height does not exceed the average for monument signs in the vicinity, and its orientation-parallel to East Willow Street-mirrors the placement of signs in adjacent developments, contributing to a consistent visual continuity for both pedestrians and drivers.

CEQA Exemption

The project is categorically exempt from the requirements of the California Quality Act (CEQA) pursuant to Article 19, Section 15311 Class 11(a) for Accessory Structures, of the Guidelines for Implementation of CEQA. A Notice of Exemption (NOE) will be filed with the State Clearinghouse and Los Angeles County Recorder/Registrar and County Cleark within five days, if the project obtains approval.

Conclusion

Staff is recommending approval of the request for the sign program to provide uniform signs standards and a new eight-foot-high monument sign that incorporates the design elements of the exterior improvements to the commercial center. The overall design and location of the proposed signage will not affect the surrounding area.

Approved:

Colleen T. Doan

Attachments:

A. Sign Program

B. Letter of Justification

Resolution XXX-05-20

Legislation Details