| AGENDA ITEM #: . DATE: August 13, 2025 CAR #: CASE #: {Case#} |
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Planning & Zoning Commission ACTION REPORT
| SUBJECT: | RECOMMEND APPROVAL OF THE SECOND AMENDMENT TO THE COMPREHENSIVE SIGN PACKAGE FOR SHOPS AT SERAFINA |
| STAFF PRESENTER(S): | Jimmy Carreon, Assistant Planner |
SUMMARY:
A request to amend the Comprehensive Sign Package Shops at Serafina, located on the northeast corner of Estrella Parkway and Goodyear Boulevard.
RECOMMENDATION:
Recommend approval of the Comprehensive Sign Package Shops at Serafina Amendment 2 dated July 2025 (the “Shops at Serafina CSP Amendment 2”), subject to stipulations. (Jimmy Carreon, Assistant Planner)
STIPULATIONS:
- All signs shall be in conformance with the Shops at Serafina CSP Amendment 2, dated July 2025; and
- Off-site signage is prohibited; and
- No signage shall be placed within city rights-of-way.
FISCAL IMPACT:
There is no direct budget impact associated with the approval of the Shops at Serafina CSP Amendment 2.
BACKGROUND AND PREVIOUS ACTIONS:
The Shops at Serafina CSP Amendment 2 (Attachment A) applies to approximately 4 acres of mixed-use commercial and multi-family property as shown in Attachment B. The Shops at Serafina are located within the Centerra Final Planned Area Development (“Centerra PAD”), which was approved in 2002 with the adoption of Ordinance No. 02-794, encompassing approximately 296 acres that are designated Planned Area Development (PAD) mixed uses. The intent of the Centerra PAD is to create a mixed-use environment with commercial and retail areas.
A comprehensive sign package (CSP) for the Shops at Serafina was created and previously amended once. The original CSP was approved in 2008, and the first amendment was approved in 2015. Both the original CSP and the first amendment were administratively approved because each followed all the requirements provided in Article 7 Sign Regulations of the Goodyear Zoning Ordinance.
A comprehensive sign package (CSP) for the Shops at Serafina was created and previously amended once. The original CSP was approved in 2008, and the first amendment was approved in 2015. Both the original CSP and the first amendment were administratively approved because each followed all the requirements provided in Article 7 Sign Regulations of the Goodyear Zoning Ordinance.
STAFF ANALYSIS
Current Policy:
All PADs are required to prepare and submit a CSP for review and approval prior to the issuance of individual sign permits. A CSP provides a comprehensive and coordinated approach to the design of signage that exhibits superior quality and effective messaging. In recognition of the benefits of cohesive and comprehensive sign design, modifications to the signage requirements established in Article 7, Sign Regulations, of the Goodyear Zoning Ordinance, may be appropriate within a CSP.
A CSP in compliance with the requirements in Article 7, may be approved by the Zoning Administrator after review and approval by the Development Review Committee. However, a CSP which proposes modifications to the requirements in Article 7 must be reviewed by the Planning and Zoning Commission and approved by the City Council. The second amended Shops at Serafina CSP requests modifications to the standards in Article 7 and therefore requires Planning and Zoning Commission review and City Council approval.
Details of the Request:
This request is to approve the Shops at Serafina CSP Amendment 2, which encompasses a 4-acre area within the Centerra PAD. The materials, color palette, and design theme detailed in the existing Shops at Serafina CSP will remain unchanged. However, the proposed Serafina CSP Amendment 2 allows for an increase to window vinyl signage that exceeds the current window vinyl signage standards within the existing Shops at Serafina CSP.
A brief description of the proposed signage, including any deviations from the city’s sign regulations in Article 7 of the Goodyear Zoning Ordinance, is provided below:
Evaluation Criteria:
Per the city of Goodyear Zoning Ordinance, the city’s review and recommendation on a comprehensive sign package is to be guided by the following criteria:
Staff Findings:
The request to approve the Shops at Serafina CSP Amendment 2 meets the evaluation criteria for a CSP as set forth in Article 7, Sign Regulations, of the Zoning Ordinance, subject to the recommended stipulations of approval.
All PADs are required to prepare and submit a CSP for review and approval prior to the issuance of individual sign permits. A CSP provides a comprehensive and coordinated approach to the design of signage that exhibits superior quality and effective messaging. In recognition of the benefits of cohesive and comprehensive sign design, modifications to the signage requirements established in Article 7, Sign Regulations, of the Goodyear Zoning Ordinance, may be appropriate within a CSP.
A CSP in compliance with the requirements in Article 7, may be approved by the Zoning Administrator after review and approval by the Development Review Committee. However, a CSP which proposes modifications to the requirements in Article 7 must be reviewed by the Planning and Zoning Commission and approved by the City Council. The second amended Shops at Serafina CSP requests modifications to the standards in Article 7 and therefore requires Planning and Zoning Commission review and City Council approval.
Details of the Request:
This request is to approve the Shops at Serafina CSP Amendment 2, which encompasses a 4-acre area within the Centerra PAD. The materials, color palette, and design theme detailed in the existing Shops at Serafina CSP will remain unchanged. However, the proposed Serafina CSP Amendment 2 allows for an increase to window vinyl signage that exceeds the current window vinyl signage standards within the existing Shops at Serafina CSP.
A brief description of the proposed signage, including any deviations from the city’s sign regulations in Article 7 of the Goodyear Zoning Ordinance, is provided below:
1. Window Vinyl Signage Increase
The Shops at Serafina CSP Amendment 2 proposes to increase window vinyl signage, allowing 50% of the total area of tenant windows to be covered with tenant vinyl sign graphics. The window vinyl signage request is a deviation from the current maximum 25% total aggregate window signage allowance, as stated in the current CSP and Article 7-8-B-12-a Sign Regulations of the Goodyear Zoning Ordinance.
Evaluation Criteria:
Per the city of Goodyear Zoning Ordinance, the city’s review and recommendation on a comprehensive sign package is to be guided by the following criteria:
1. Size and Height: The comprehensive sign package shall demonstrate that all proposed signage is no larger than necessary for sufficient visibility and legibility. Factors to be considered in determining allowed size and height may include, but are not limited to, topography, traffic volumes, traffic speeds, visibility ranges, copy size and impact on adjacent property.
The Shops at Serafina CSP Amendment 2 proposes to increase tenant window vinyl signage, allowing for 50% of total aggregate window to be covered by vinyl signage. The applicant believes the increase in window vinyl signage will provide tenants with greater visibility to a passerby. Staff find the proposed size increase of the intended window vinyl signage appropriate and supportable.
2. Location and Orientation: Signs should be located and oriented to allow sufficient visibility and legibility for pedestrian and vehicle traffic. Factors that may be considered in reviewing the appropriateness of the sign location and orientation may include, but are not limited to, location relative to the surrounding streets and land uses, traffic volumes and access points, visibility angles and topographic features.
The Shops at Serafina CSP Amendment 2 window vinyl sign locations are intended to provide maximum visibility while also promoting pedestrian and vehicular safety. Therefore, staff find the proposal appropriate and supportable.
3. Design, Colors and Materials: Signs proposed under the comprehensive sign package shall be harmonious with and enhance the architecture and theme of the specific development in which the signs are located. Compatibility with the specific development shall include the use of complementary colors, materials and architectural style.
The window vinyl signage design, colors and materials for tenant users will be enhanced to utilize their color and branding design elements. The design, colors, and materials of all other sign elements within the development have not been altered. Staff find the proposed Shops at Serafina CSP Amendment 2 intended design elements are considered appropriate and supportable.
4. Surrounding Land Uses: Signs shall not adversely impact adjacent land uses, especially adjacent residential land uses. The comprehensive sign package shall demonstrate the measures that will be taken to ensure the proposed signage will not adversely impact adjacent land uses in terms of lighting, size, location and orientation.
The subject property is a mixed-use area that includes commercial and multi-family development. The proposed signage will not adversely impact these surrounding uses given their size, location and orientation should match the intensity of these surrounding developments and their associated signage. There are also other CSPs throughout the city which allow window vinyl signage to be 50% of the total aggregate of windows. As such, staff find the intended signage will not adversely affect any adjacent land uses and is therefore appropriate and supportable.
The Shops at Serafina CSP Amendment 2 proposes to increase tenant window vinyl signage, allowing for 50% of total aggregate window to be covered by vinyl signage. The applicant believes the increase in window vinyl signage will provide tenants with greater visibility to a passerby. Staff find the proposed size increase of the intended window vinyl signage appropriate and supportable.
2. Location and Orientation: Signs should be located and oriented to allow sufficient visibility and legibility for pedestrian and vehicle traffic. Factors that may be considered in reviewing the appropriateness of the sign location and orientation may include, but are not limited to, location relative to the surrounding streets and land uses, traffic volumes and access points, visibility angles and topographic features.
The Shops at Serafina CSP Amendment 2 window vinyl sign locations are intended to provide maximum visibility while also promoting pedestrian and vehicular safety. Therefore, staff find the proposal appropriate and supportable.
3. Design, Colors and Materials: Signs proposed under the comprehensive sign package shall be harmonious with and enhance the architecture and theme of the specific development in which the signs are located. Compatibility with the specific development shall include the use of complementary colors, materials and architectural style.
The window vinyl signage design, colors and materials for tenant users will be enhanced to utilize their color and branding design elements. The design, colors, and materials of all other sign elements within the development have not been altered. Staff find the proposed Shops at Serafina CSP Amendment 2 intended design elements are considered appropriate and supportable.
4. Surrounding Land Uses: Signs shall not adversely impact adjacent land uses, especially adjacent residential land uses. The comprehensive sign package shall demonstrate the measures that will be taken to ensure the proposed signage will not adversely impact adjacent land uses in terms of lighting, size, location and orientation.
The subject property is a mixed-use area that includes commercial and multi-family development. The proposed signage will not adversely impact these surrounding uses given their size, location and orientation should match the intensity of these surrounding developments and their associated signage. There are also other CSPs throughout the city which allow window vinyl signage to be 50% of the total aggregate of windows. As such, staff find the intended signage will not adversely affect any adjacent land uses and is therefore appropriate and supportable.
Staff Findings:
The request to approve the Shops at Serafina CSP Amendment 2 meets the evaluation criteria for a CSP as set forth in Article 7, Sign Regulations, of the Zoning Ordinance, subject to the recommended stipulations of approval.
Attachments
- Attachment A - Shops at Serafina Comprehensive Sign Package Amendment 2 dated July 2025
- Attachment B - Aerial Photo