AGENDA ITEM
TO:
HONORABLE CHAIR
AND MEMBERS OF THE PLANNING COMMISSION
FROM:
SUSANA MARTINEZ
ASSOCIATE PLANNER
SUBJECT:
title
PUBLIC HEARING TO CONSIDER A SITE PLAN AND DESIGN REVIEW APPLICATION FOR THE CONSTRUCTION OF A NEW 1,025-SQUARE-FOOT DRIVE-THRU COFFEE SHOP LOCATED AT 850 EAST 33RD STREET WITHIN THE GATEWAY NORTH SPECIFIC PLAN (SP-12) ZONING DISTRICT AND THE ADOPTION OF AN ADDENDUM TO A PREVIOUSLY ADOPTED MITIGATED NEGATIVE DECLARATION
summary
Summary:
The applicant, Gurinder Kehr of Dutch Bros, LLC, is requesting approval of a Site Plan and Design Review (SPDR) application to construct a new 1,025 square-foot drive-thru coffee shop at 850 East 33rd Street within the Gateway North Specific Plan (SP-12) zoning district. The project proposes to construct a modified building design that reduces the previously approved building square footage in Area Three of SP-12 from 5,000 square feet to 1,025 square feet.
The project also requires review pursuant to the California Environmental Quality Act (CEQA). Staff prepared an Addendum to the previously adopted Mitigated Negative Declaration (State Clearinghouse No. 2021030665) to evaluate the proposed project’s modifications and environmental impacts.
Strategic Plan Goal(s):
Goal No. 3 Economic & Downtown Development: Improve the local economy, support local businesses, and create a vibrant downtown core.
recommendation
Recommendation:
1) Waive further reading and adopt the following resolution, entitled:
A RESOLUTION OF THE PLANNING COMMISSION OF THE CITY OF SIGNAL HILL, CALIFORNIA, APPROVING SITE PLAN AND DESIGN REVIEW 26-01, A REQUEST TO CONSTRUCT A NEW 1,025-SQUARE-FOOT DRIVE-THRU COFFEE SHOP LOCATED AT 850 EAST 33RD STREET WITHIN THE GATEWAY NORTH SPECIFIC PLAN (SP-12) ZONING DISTRICT AND ADOPTING AN ADDENDUM TO
SCH# 2021030665 APPROVED IN ACCORDANCE WITH THE CALIFORNIA ENVIRONMENTAL QUALITY ACT (CEQA) PURSUANT TO SECTION 15162 AND 15164
body
Background:
The Gateway Center North (SP-12) Specific Plan was approved in 2021, with the intent to establish a specific plan to guide physical development within the existing commercial center located at 950 East 33rd Street/3171 California Avenue. The specific plan also established a phased development concept that allows the commercial center to expand over time. The goals and objectives of SP-12 include:
1. Establish a unique review process for phased development, ensure conformity to the approved full build-out conceptual site plan for build-out of the Gateway Center North commercial center, and ensure the quality of design and architectural diversity;
2. Retain, revitalize, and renovate the existing Target store and commercial center;
3. Facilitate development of 23,500 square feet of new commercial building pads, including a 5,000 square-foot freestanding pad designed to house a drive-thru restaurant with outdoor dining;
4. Facilitate development of a 177,345 square-foot, three-story self-storage facility; and
5. Establish a project sign program for the Gateway Center North site, including renovation of an existing freeway-oriented pole sign and a review procedure for future tenant signs.
The phased development concept divided the commercial centers into four areas. Area 1 is dedicated to the Target retail store, which underwent a comprehensive interior and exterior remodel as the first phase of development. Area 2 accommodated a self-storage facility which was completed as the second phase of development. Area 3 was set apart for a food serving establishment with a drive-through. Area 4 is anticipated to accommodate future retail pads adjacent to the Target store. Pursuant to the Specific Plan, each development phase is required to undergo a Site Plan and Design Review and requires Planning Commission approval. The site plan below identifies the approved conceptual plan layout and location of each development area. It is worth noting the numerical areas are not required to be developed in order. The application submitted proposes to develop in Area 3, where the 5,000 square-foot restaurant with drive-thru was conceptually approved.
The Gateway Center North commercial shopping center is located within the North End neighborhood of the City. The approximately 13.63-acre center is bounded by commercial and residential uses to the north, residential to the east, Interstate 405 (I-405) to the south, and the City of Long Beach to the west. The site is currently developed with a Target store in Area 1 and a SecureSpace self-storage facility in Area 2. The center also includes a Chick-Fil-A restaurant on its western side; however, the restaurant is located entirely in the City of Long Beach.
On August 5, 2025, the Planning Division received a formal application to construct a new 1,025 square foot drive-through coffee facility within Area 3, of the existing shopping center. The application was reviewed for completeness and deemed incomplete on September 2, 2025. A second submittal was received on October 1, 2025, and deemed incomplete on October 31, 2025, due to the required submittal of an updated focused traffic analysis addressing the surrounding intersections and proposed business operations. due to outstanding information required for the traffic analysis. A fourth submittal was received by the City on June 26, 2026. Following review of the outstanding information, the application was deemed complete on July 29, 2026.
Consistent with the approved conceptual layout, the project proposes a food serving commercial use with a drive-through facility. The proposed project modifies the previously approved building size, building orientation, drive-through configuration, parking layout, and trash enclosure location.
Analysis:
Business Operations
The proposed operator, Dutch Bros Coffee, is a quick-service beverage retailer that primarily serves customers through a drive-through format. The proposed facility includes a dual-lane drive-through that merges into a single service lane at the pick-up window, as well as a walk-up ordering window to accommodate both vehicular and pedestrian customers. The business offers a variety of specialty beverages, including coffee, teas, lemonades, smoothies, shakes, and energy drinks, in addition to a limited selection of baked goods and seasonal drinks (Attachment E).
Dutch Bros proposes to use a combination of permanent ordering stations and handheld point-of-sale devices to process customer orders. Dutch Bros. staff would use handheld devices to process payments while customers wait in the designated drive-through queuing lanes. This approach allows staff to prepare beverages before vehicles reach the pick-up window, improving service efficiency and reducing customer wait times.
The proposed hours of operation are 5:00 am to 11:00 pm seven days a week. The business would operate in multiple shifts, with approximately four to twelve employees on-site at any given time.
Site Plan
The proposed project would construct a freestanding commercial building along the northerly portion of the commercial center. The location where the building is proposed is currently part of the surface parking lot for the center. The building would not include any indoor seating and would instead provide a drive-through, order-ahead pick-up area, and covered walk-up service window located along the westerly side of the building. The site would incorporate pedestrian walkways and landscaping around the building to integrate the new facility with the existing shopping center. The proposed site plan is provided below.
Building Design
The proposed building design incorporates horizontal and vertical metal siding, split-face CMU block, aluminum storefront windows, and natural wood accents. The exterior color palette consists primarily of Dutch Bros’ blue, dark gray, and light gray, with a white roofing material. The design incorporates a tower element, varied façade materials, wall articulation, and canopy awnings to add visual interest and break up the building massing. The project proposes canopying awnings at the building entrances and service doors, including a large canopy over the walk-up service window to provide weather protection. The following renderings depict the proposed building design.
In addition, the project proposes to incorporate exterior lighting throughout the site, including lighting along pedestrian walks, the drive-through, parking areas, and building façade. Lighting would provide and improve visibility for customers and employees during early morning and evening hours. Fixtures located in the drive-thru would include shielding in order to keep illumination on the project site, minimizing light glare and light spill onto the public right-of-way and surrounding properties. The photometric plan submitted identifies that the foot candles shall not exceed 0 at and within five feet of the property line.
Lastly, the project proposes landscaping improvements throughout Area 3. The landscape plan incorporates a combination of shrubs, groundcovers, and trees that complement the existing commercial center. Plants include thornless honeylocust and holly oak trees, dwarf olive shrubs, red yucca accent plantings, and acacia ground cover. The plans also include bioretention plantings including blue-eyed grass, common money flowers, and California wild rose. The project would retain existing trees and landscaping and protect them throughout construction. All proposed landscaping would use a permanent underground, water-wise irrigation system, and the project would not include any turfgrass. All proposed plants are classified as “Very Low” or “Low” water-use plants. The landscape plan provides a complete list of proposed plant species.
Parking
SP-12 established parking requirements for phased development within the commercial center. Pursuant to Signal Hill Municipal Code (SHMC) Section 20.32.360, each development area must either maintain the existing number and design of parking spaces or, when proposing changes, substantially conform to the parking layout identified in the full buildout conceptual plan. At full buildout, the commercial center is required to provide a minimum of 492 parking spaces across the entire site.
The approved full-buildout conceptual plan identified six parking zones throughout the commercial center, designated as Zones A through F. The parking areas collectively provide the 492 parking spaces, distributed as follows:
The proposed Dutch Bros development would modify a portion of the existing parking area within Zone A to accommodate the building, drive-through circulation, and associated site improvements. The proposed site plan maintains the commercial center’s overall parking and circulation framework and would not alter the approved full buildout parking supply of 492 spaces. Because the proposed development is located within an existing shared parking area that serves the commercial center, parking availability is evaluated as part of the overall site rather than as a parking supply dedicated exclusively to the Dutch Bros use. The project would continue to utilize the shared parking system established for Gateway Center North. Based on staff review of the proposed site plan and the applicable SP-12 parking requirements, the proposed parking modifications substantially conform to the approved full buildout conceptual site plan and the requirements of SHMC Section 20.32.360.
Access and Circulation
The proposed project would utilize the existing access network serving the Gateway Center North shopping center. Vehicles traveling eastbound on East 33rd Street would enter the shopping center through the existing shared driveway and reach the Dutch Bros site through the internal shopping center drive aisles. The proposed drive-through would provide two lanes that merge into a single lane near the service window. A bypass lane would allow vehicles to exit the queue before reaching the service window, supporting efficient drive-through operations. Dutch Bros employees, referred to as “drink runners,” may deliver completed beverage orders to waiting vehicles as they become available. This operational approach would minimize delays at the service window and maintain efficient vehicle circulation.
The project provides approximately 450 feet of drive-through queuing, accommodating approximately 18 to 21 vehicles, depending on vehicle spacing and traffic management practices. The 2026 Traffic Operations Memorandum evaluated potential drive-through queuing using a time-dependent queuing model based on transaction data from comparable Dutch Bros locations. The analysis determined that there is approximately a five percent probability that the queue would exceed 16 vehicles. Based on the available on-site storage, the study concluded that the anticipated queue would not extend to the public right-of-way or adversely affect circulation within the commercial shopping center. The traffic report (Attachment E) contains the queueing plan.
To further manage vehicle circulation during periods of increased demand, the traffic study recommends active queue management when the drive-through reaches approximately 75 percent of its capacity, or approximately 13 vehicles. Active queue management would include employees taking orders and payments from vehicles within the queue, distributing completed orders to waiting customers when feasible, and directing vehicles to maintain efficient spacing within the queue. Additionally, temporary directional signage and traffic-control personnel may also be used as needed to prevent the queue obstructing adjacent circulation.
The proposed project accounted for the Chick-fil-A circulation within the shopping center. Although the traffic study does not anticipate Dutch Bros queues regularly extending beyond the designated drive-through capacity, the study identifies a supplemental wrap-around queue configuration that could accommodate up to approximately 11 additional vehicles if needed. This configuration is activated when the queue reaches its available capacity and would help minimize potential conflicts between the Dutch Bros and Chick-fil-A circulation areas. The wrap around queue is depicted on page 17 of the traffic report (Attachment E).
The 2021 MND evaluated a 5,000 square-foot drive-through restaurant within Area Three and estimated approximately 1,273 two-way daily trips. The 2026 Traffic Operations Memorandum estimates that the proposed Dutch Bros use would generate approximately 754 daily trips based on observed transaction data from four comparable Dutch Bros locations. The analysis estimates approximately 53 AM peak-hour trips and 46 PM peak-hour trips. Accordingly, the proposed use is anticipated to generate approximately 519 fewer daily trips than the development evaluated in the 2021 MND.
The 2026 analysis also evaluated operations at six surrounding intersections. During the weekday PM peak hour, the analysis determined that project generated traffic would not change existing operations at any of the study intersections. Atlantic Avenue and East 33rd Street would continue to operate at Level of Service C, which indicates moderate traffic delay, while the remaining intersections would maintain their existing levels of service. The substantial reduction in anticipated daily trips compared with the previously approved development would reduce the project’s overall traffic demand and could reduce the impacts on traffic conditions within and around the commercial center. The City Traffic Engineer reviewed the 2026 Traffic Operations Memorandum and determined that the analysis was prepared in accordance with industry standards and concur with its findings and conclusions.
Temporary Traffic Management
The project would implement temporary traffic management measures during periods of increased drive-through demand to maintain efficient circulation within the project site and surrounding shopping center. The Traffic Operations Memorandum recommends implementation of active queue management when the drive-through reaches approximately 75 percent of its capacity, or approximately 13 vehicles.
The operators would implement queue management measures that include having employees take orders and payments from vehicles within the queue, deliver completed orders to customers before they reach the service window when feasible, and direct vehicles to minimize gaps between queued vehicles. Dutch Bros staff may also use temporary directional signage and traffic-control personnel to direct vehicles and prevent the drive-through queue from obstructing adjacent circulation.
The applicant's traffic management plan identifies designated paths of travel, points of ingress and egress, directional sign locations, and staffing locations to manage vehicle circulation. Staff would remove all temporary signs and cones at the end of each business day.
Because the City's Zoning Code regulates temporary and portable signage separately from permanent tenant signage, the operator must ensure all temporary traffic management devices used on the site comply with applicable City regulations and shall not obstruct pedestrian, vehicular, or emergency access.
Sign Program
SP-12 established a coordinated sign program for the commercial center to provide consistent identification of the development and its individual tenants. The approved sign program includes monument signage along East 33rd Street and the renovation of the existing freeway-oriented sign to provide identification for Gateway Center North tenants. As tenants are confirmed, individual tenant signs are subject to review through the Site Plan and Design Review process and are incorporated into the comprehensive project sign program.
As part of the proposed Dutch Bros development, the project includes tenant and operational signage intended to identify the business, provide wayfinding, and facilitate safe and efficient circulation throughout the site. The proposed signage includes wall-mounted building signage, drive-through menu boards, directional signage, parking lot signage, and signage identifying the walk-up service window. The signage would be designed to complement the architectural character of the building and the overall Gateway Center North commercial center.
As noted above, the project includes temporary directional signage that Dutch Bros' may use during periods of increased customer demand to manage vehicle circulation. Employees may use these signs to direct vehicles away from the drive-through entrance or managing vehicle queues. These temporary traffic management signs are addressed separately as part of the project's Temporary Traffic Management measures.
Pursuant to SHMC 20.32.390, individual tenant signs within the Gateway Center North commercial center are subject to administrative approval and must comply with Chapter 20.58, Signs. The proposed Dutch Bros sign program complies with the applicable requirements of SHMC Sections 20.32.390 and Chapter 20.58. The proposed Sign Program is included as Attachment G for Planning Commission consideration.
Conformity with Gateway Specific Plan
City staff reviewed the project for compliance with SHMC Chapter 20.32. The proposed project is located within Area 3 of the Gateway Center North Specific Plan (SP-12), establishes Area 3 as the designated footprint for a restaurant with drive-through within the commercial center. SHMC Section 20.32.330 requires development within Area 3 to substantially conform to the approved Gateway Center North full buildout conceptual site plan presented above. The Planning Commission must determine whether the project substantially conforms to the approved site plan. The basis of the determination is the building location, orientation, and size. Additionally, the SHMC requires conformity with conceptual design elements, such as the building’s design and materials utilized. A full list of conformity design elements is provided below:
1. Variation of building roofline, angle, and height;
2. Variation of building materials and colors;
3. Combined use of stone, siding, and windows; and
4. Articulation of elevations to reduce mass.
The proposed site plan is consistent with the approved location and commercial function contemplated for Area Three while modifying the building orientation, drive-through circulation, parking configuration, trash enclosure location, and landscaping. The proposed modifications are identified in the project's CEQA consistency review and do not require an amendment to SP-12. Overall, the proposed design conforms to the approved conceptual plan, while modifying the layout to provide a configuration that better aligns with the business model and operational needs of the proposed operator.
The building design incorporates the conceptual design elements required by SHMC Section 20.32.330, including variation in building materials and colors, combined use of masonry, siding, and windows, and articulation of the elevations to reduce building mass as identified in the renderings. The architectural design also incorporates varied building elements and a tower feature that contributes to the required variation in building form. The material board is provided as Attachment H.
SHMC Section 20.32.350 does not establish a required setback for Area 3 because the commercial building must substantially conform to the approved full-buildout conceptual site plan. Accordingly, the proposed development does not require a separate setback deviation.
The project also proposes to modify the existing parking and circulation area within Area 3. The project’s site plan provides on-site parking, of which two are accessible parking spaces, and incorporates pedestrian walkways, accessible routes, and revised circulation improvements. The applicant also revised the plans to provide an ADA-compliant driveway and added “DO NOT ENTER” pavement markings and signage at the northwesterly exit, since this drive aisle shall be utilized for one-way traffic as provided in the condition of approval for SP-12.
The project would provide new landscaping consistent with the Specific Plan's landscape requirements and would not introduce turf as part of the proposed development. The project also includes a trash enclosure and tenant signage, which comply with the applicable provisions of SHMC Sections 20.32.370 through 20.32.390.
Based on staff's review of the submitted plans and applicable SP-12 requirements, the proposed project substantially conforms to the approved Gateway Center North conceptual site plan and conceptual design elements, subject to the Conditions of Approval.
Environmental Review
The City prepared an Addendum to the previously adopted Mitigated Negative Declaration (MND) (SCH No. 2021030665) to evaluate the proposed modifications associated with the proposed project. The project proposes a new 1,025 square-foot drive-through coffee shop. The previously approved MND analyzed and designated area three for a 5,000 square-foot restaurant with drive-though. The proposed project reduces the originally approved building footprint, reconfigures the drive-through circulation, relocates the trash enclosures, and enhances site landscaping.
Lastly, a review of the original traffic report included in the MND indicated that the approved restaurant with drive-through would generate approximately 1,273 daily trips. The proposed project is estimated to generate 754 average daily trips. The daily trip information is based on comparative data to four other Dutch Bros locations within Southern California. Accordingly, the proposed use is anticipated to generate approximately 519 fewer daily trips than the development evaluated in the 2021 MND.
The Addendum concludes that the proposed modifications do not create a new significant environmental impact or substantially increase the severity of previously identified impacts. The project remains within the scope of the environmental analysis completed for the 2021 MND. Therefore, the City will continue to implement the previously adopted mitigation measures and Mitigation Monitoring and Reporting Program (MMRP). Therefore, because the project satisfies the requirements of CEQA Guidelines Sections 15162 and 15164, the City does not need to prepare subsequent or supplemental environmental documents.
Departmental Review
The project was routed to the Public Works Department, Police Department, and Building Division for review. The Police Department and Building Division reviewed the project and did not identify any additional Conditions of Approval. Public Works reviewed the project and provided Conditions of Approval addressing applicable public works and site improvement requirements. The Public Works Conditions of Approval have been incorporated into the project’s final Conditions of Approval.
Conclusion
The proposed Dutch Bros project has been reviewed for consistency with the Gateway Center North Specific Plan (SP-12), applicable development standards, site design requirements, traffic and circulation considerations, and the California Environmental Quality Act (CEQA) and has been determined to be in conformance with all standards and requirements.
The proposed project would contribute to the growth and investment of the commercial shopping center and would welcome another business to the Gateway Center. Staff recommends that the Planning Commission approve Site Plan and Design Review 26-01 and adopt the Addendum to the previously adopted MND (SCH No. 2021030665), subject to the Conditions of Approval included in the attached resolution.
Attachments:
A. Planning Commission Resolution: SPDR 26-01 and Conditions
B. Addendum to the Previously Adopted MND
C. Project Plans
D. Business Narrative and Menu
E. Traffic Memorandum
F. Sign Program
G. Materials Board
H. Renderings
I. Gateway Center North Specific Plan (SP-12) Staff Report