Approve the supplemental comprehensive sign package for Lot 3C of the Minor Land Division Lot 3 recorded in the Official Records of Maricopa County on June 25, 2019 at Book 1463 of Maps Page 48 for the Goodyear Professional Plaza, subject to stipulations. (Steve Careccia, Principal Planner)

Although a fiscal impact analysis has not been conducted on this specific project, all new development will have an ongoing fiscal impact on the city. The development is responsible for construction of all infrastructure necessary to serve the site and will generate one-time revenue for the city through payment of permits, construction sales tax and development impact fees. Longer-term fiscal impacts include increased demands for municipal services, the costs of which may or may not be offset by increased Property values/tax levies, city sales tax, state shared revenues and the increased demand for commercial and retail development. Any areas that will be maintained by the city are constructed by the developer and then conveyed to the city two years after construction.

Current Policy:

The purpose of a CSP is to provide 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 as established in the city of Goodyear Zoning Ordinance may be appropriate within a CSP.

A CSP in compliance with the requirements provided in Article 7, Sign Regulations, of the Zoning Ordinance may be approved by the Zoning Administrator after review and approval by the Development Review Committee. A CSP that proposes modifications to the requirements provided in Article 7 shall be reviewed by the Planning and Zoning Commission and approved by the City Council. The subject request is the latter of the two CSP types described above, and therefore requires Commission and Council review and approval.


Details of the Request:

The request is for approval of a new CSP for the property. The new CSP will replace the existing 2010 CSP currently applicable to the property. A new CSP is being requested to reflect the use of the property for professional offices and to request a larger allocation of signage.

The CSP contains criteria for building wall signage and one monument sign along Bullard Avenue. For wall signage, the CSP establishes sign envelopes on the building along with a maximum cap on the amount of signage permitted on each building elevation. Wall signage will consist of aluminum reverse pan channel letters. If illuminated, halo backlighting will be utilized.

The 2010 CSP provides for two monument signs along Bullard Avenue. The signs would be 13 feet high with 103 square feet of copy area. The subject request for CSP proposes a third monument sign along Bullard Avenue that would be dedicated to the office building tenants. The monument sign is proposed at 14 feet, six inches in height with 113 square feet of copy area. The monument sign would be located at least 150 feet from any future monument signs along Bullard Avenue.

Evaluation Criteria:
Article 7-10, Special Sign Areas, of the Zoning Ordinance establishes the criteria for the evaluation of a CSP. The criteria and accompanying staff analysis (italics) are provided below:
 

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 application indicates the intent of the CSP is to provide signage for the various office building tenants. For building signage, sign envelopes will be designated on the building and allocated to the tenants by the landlord. The size and height of the building signage conforms to the allocation as originally adopted with the 2010 CSP with the exception of the north elevation. This elevation will permit approximately 1.42 square feet of signage per linear foot of building frontage versus the 1.25 square feet established with the 2010 CSP. For the monument sign, the CSP is proposing 14 panels to provide signage opportunities for multiple tenants. This configuration results in a sign height of approximately 14 feet. Given the wall signs and monument sign were sized to reflect a professional office building with the potential for multiple tenants, staff finds the proposed sizes, heights and configuration of the intended signage are appropriate and supportable for a professional office building at this location.

 

As previously noted, the 2010 CSP permits two monument signs along Bullard Avenue. Approval of this CSP will add a third monument sign along Bullard Avenue with signage dedicated to the office building (see Attachment No. 3). All of the proposed monument signs along Bullard Avenue will meet the 150-foot minimum separation requirement between monument signs along the same side of the street.

Pursuant to the city of Goodyear Zoning Ordinance, Article 7 Sign Regulations, the overall property would be permitted four monument signs as currently configured. One for each driveway onto a public street (currently three driveways) and one for each public street intersection (one intersection). The current CSP request along with the 2010 CSP provide for a total of five monument signs, as noted on Attachment No. 3, along Bullard Avenue and McDowell Road. For comparison purposes, the property to the east (Centerscape) will have four monument signs along Bullard Avenue. Given the existing/approved signage for this area and considering the subject property’s intended uses and location within a high-intensity commercial corridor, the additional monument sign is reasonable and can be supported.

 

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 application indicates that signage is located to be visible to passing motorists, with the focus on Bullard Avenue and I-10. Building identification signs are specifically proposed on the south and east elevations to take advantage of these frontages. As the property is located at a freeway interchange, the signage is located and oriented to take advantage of this location.

 

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.
 

 

As established in the CSP, the building wall signs will have a consistent design theme consisting of painted metal letters. Signs will be back lit if lighted. The wall signage will consist of reverse pan channel letters, which are also permitted in the 2010 CSP, so such signage will be consistent. The monument sign utilizes a design theme consistent with the office building’s materials and colors and wall signage. While the monument sign dedicated to the office building will have a design different from the other monument signs along Bullard Avenue, the intended design elements are considered appropriate and supportable given the goal of having the monument sign complement the design of the office building.
 

 

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.
 

 

Staff Findings:
The request meets the evaluation criteria for a CSP as set forth in Article 7, Sign Regulations, of the Zoning Ordinance.