| AGENDA ITEM #: . DATE: May 7, 2025 CAR #: CASE #: {Case#} |
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Planning & Zoning Commission ACTION REPORT
| SUBJECT: | COMPREHENSIVE SIGN PACKAGE FOR ESTRELLA FALLS AND GSQ |
| STAFF PRESENTER(S): | Jimmy Carreon, Assistant Planner |
SUMMARY:
Approve a Comprehensive Sign Package (Attachment A) for Estrella Falls, Goodyear Civic Square and GSQ Regional Center, located north of McDowell Road between PebbleCreek Parkway and Bullard Avenue (Attachment B).
RECOMMENDATION:
Recommend approval of the Estrella Falls and GSQ Comprehensive Sign Package, dated April 2025, subject to stipulations. (Jimmy Carreon, Assistant Planner)
STIPULATIONS:
- All signs shall be in conformance with the Estrella Falls and GSQ Comprehensive Sign Package; and
- Off-site signage is prohibited; and
- No signage shall be placed within city rights-of-way; and
- A site plan shall be submitted for the freeway pylon signs. Said signs shall be in substantial conformance with the comprehensive sign package for Estrella Falls and GSQ, dated April 2025; and
- The freeway pylon signs shall have a separation distance of at least 550 feet from each other; and
- The freeway pylon signs shall not exceed a height of 85 feet; and
- The freeway pylon signs are subject to Use Permit Number 06-300-00005 and Use Permit Number 16-300-00001, as amended.
FISCAL IMPACT:
There is no direct budget impact associated with the approval of the Estrella Falls and GSQ Comprehensive Sign Package.
BACKGROUND AND PREVIOUS ACTIONS:
The Estrella Falls and GSQ Comprehensive Sign Package applies to approximately 330 acres of commercial retail and mixed-use property as shown in Attachment B and encompasses Estrella Falls, Goodyear Civic Square and the GSQ Regional Center. The Estrella Falls and GSQ Comprehensive Sign Package encompasses three separate Planned Area Developments (PADs). The 330-acre area was formerly known as “Goodyear Planned Regional Center, Commercial Uses,” and was conditionally rezoned on February 14, 2000, from the Agricultural (AG) Zoning District to the Final Planned Area Development (PAD), Mixed Uses Zoning District, with the adoption of Ordinance 00-679. On July 8, 2019, Ordinance 2019-1440 was adopted approving the conditional rezoning of approximately 104 acres of the original 330-acre commercial retail and mixed-use property, from Final Planned Area Development (PAD) Mixed Uses to Goodyear Civic Square at Estrella Falls Planned Area Development (PAD). Most recently, Ordinance 2023-1561 was adopted on February 27, 2023, approving the conditional rezoning of approximately 152 acres of the original 330-acre commercial retail and mixed-use property, located west of Bullard Avenue along McDowell Road, from Final Planned Area Development (PAD) Mixed Uses to GSQ Regional Center Planned Area Development (PAD).
According to the General Plan, the area encompassed by this comprehensive sign package (CSP) is designated Business and Commerce, which promotes a mixture of uses. Also, within the bounds of this CSP is a Special Overlay District, Goodyear Civic Square, which promotes a unique urban downtown environment, creating a mixed-use environment with pedestrian connections between commercial and residential areas.
The first CSP encompassing the entire 330-acre area, titled the Estrella Falls Comprehensive Sign Plan, was adopted on September 25, 2006, by City Council and was subsequently amended on April 11, 2016. In the amended CSP for Estrella Falls, design standards for the area now known as Goodyear Civic Square were not specified and would require a future amendment to create those standards. A subsequent CSP was later adopted by City Council on July 19, 2021, for approximately 48 acres of land within the Estrella Falls CSP and titled the GSQ Comprehensive Sign Plan, creating standards for Goodyear Civic Square area that had not been defined in the original or amended CSPs.
According to the General Plan, the area encompassed by this comprehensive sign package (CSP) is designated Business and Commerce, which promotes a mixture of uses. Also, within the bounds of this CSP is a Special Overlay District, Goodyear Civic Square, which promotes a unique urban downtown environment, creating a mixed-use environment with pedestrian connections between commercial and residential areas.
The first CSP encompassing the entire 330-acre area, titled the Estrella Falls Comprehensive Sign Plan, was adopted on September 25, 2006, by City Council and was subsequently amended on April 11, 2016. In the amended CSP for Estrella Falls, design standards for the area now known as Goodyear Civic Square were not specified and would require a future amendment to create those standards. A subsequent CSP was later adopted by City Council on July 19, 2021, for approximately 48 acres of land within the Estrella Falls CSP and titled the GSQ Comprehensive Sign Plan, creating standards for Goodyear Civic Square area that had not been defined in the original or amended CSPs.
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 Estrella Falls and GSQ 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:
The request is to approve a new CSP for the approximately 330 acres of commercial retail and mixed-use property. This new CSP will merge the two existing CSPs into one unified CSP document, removing any conflicts and contradictions.
Currently, there are two approved CSPs within the 330-acre area (the Estrella Falls CSP and the GSQ CSP) that have varying design themes. The existing standards for Estrella Falls, as well as the existing freeway pylon associated with the center, will be subject to the same standards listed within the Estrella Falls CSP and Goodyear Civic Square will be subject to the same standards listed within the GSQ CSP. However, the design standards for the commercial and mixed-use area located within the GSQ Regional Center will be updated to mirror the standards of the GSQ CSP, by utilizing the same materials, color palette, and design theme. This update will provide a cohesive and seamless look and feel to future development in the area east of the Bullard Wash. The request also includes updates to the design of two previously approved pylon signs.
To provide clarity, the bounds within this CSP have been divided into four (4) zones:
Zone 1: Shall have the same standards from the approved Estrella Falls CSP applied to the Market at Estrella Falls, as well as two parcels (Lot 1A and 1B) within the bounds of the GSQ Regional Center.
Zone 2: Shall have the same standards from the approved GSQ CSP applied to the commercial and mixed-use development within and around Goodyear Civic Square.
Zone 3: Shall be modified to have the same standards as the approved GSQ CSP applied to the GSQ Regional Center.
Zone 4: All locations within the bounds of this zone shall follow standards in Article 7 of the Goodyear Zoning Ordinance.
A brief description of the major changes to Zone 3 are as follows:
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.
Staff Findings:
The request 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 Estrella Falls and GSQ 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:
The request is to approve a new CSP for the approximately 330 acres of commercial retail and mixed-use property. This new CSP will merge the two existing CSPs into one unified CSP document, removing any conflicts and contradictions.
Currently, there are two approved CSPs within the 330-acre area (the Estrella Falls CSP and the GSQ CSP) that have varying design themes. The existing standards for Estrella Falls, as well as the existing freeway pylon associated with the center, will be subject to the same standards listed within the Estrella Falls CSP and Goodyear Civic Square will be subject to the same standards listed within the GSQ CSP. However, the design standards for the commercial and mixed-use area located within the GSQ Regional Center will be updated to mirror the standards of the GSQ CSP, by utilizing the same materials, color palette, and design theme. This update will provide a cohesive and seamless look and feel to future development in the area east of the Bullard Wash. The request also includes updates to the design of two previously approved pylon signs.
To provide clarity, the bounds within this CSP have been divided into four (4) zones:
Zone 1: Shall have the same standards from the approved Estrella Falls CSP applied to the Market at Estrella Falls, as well as two parcels (Lot 1A and 1B) within the bounds of the GSQ Regional Center.
Zone 2: Shall have the same standards from the approved GSQ CSP applied to the commercial and mixed-use development within and around Goodyear Civic Square.
Zone 3: Shall be modified to have the same standards as the approved GSQ CSP applied to the GSQ Regional Center.
Zone 4: All locations within the bounds of this zone shall follow standards in Article 7 of the Goodyear Zoning Ordinance.
A brief description of the major changes to Zone 3 are as follows:
1. Freeway Pylon Sign
The Estrella Falls and GSQ CSP proposes to replace the design of two (2) previously approved Estrella Falls CSP freeway pylon signs. The new design will match the approved design theme of the GSQ CSP standards. The sign dimensions and quantity of freeway pylon signs being proposed have not been altered and are subject to the terms of the previously approved Use Permit, as amended.
2. Other Signage Requirements
All other signage identified for Zone 3 will follow the design standards as identified in the GSQ CSP. Signage design in Zone 3 will carry over the standards approved for Goodyear Civic Square and within the GSQ CSP.
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.
Given the intended urban character and design of GSQ Regional Center, which is unique and unlike any other development within the city, staff finds the proposed sizes, heights, and configuration of the intended signage within Zone 3 are appropriate and supportable. The height of the freeway pylon signs is not proposed to change; however, the design of these signs will be updated to align with the GSQ CSP design standards. Staff also find that the requested signage is comparable to the signage approved for Goodyear Civic Square.
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 Estrella Falls and GSQ CSP signage within Zone 3 is located to improve navigation through the development. Key areas will be clearly marked, including entrances, exits, parking lots, retail sections, and pedestrian walkways. The sign setbacks, separations, and locations are intended to provide for 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 Estrella Falls and GSQ CSP’s intended design, colors, and materials of the proposed signage within Zone 3 will meet the GSQ CSP design standards, which emphasize modern design, sustainability, and materials that are durable and weather resistant. Estrella Falls and GSQ CSP also indicates the goal is to create a seamless transition between signage and surroundings while enhancing the overall aesthetic appeal. Staff finds the proposed Estrella Falls and GSQ CSP will promote signage within the campus that is complementary to the Goodyear Civic Square, and therefore the 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 GSQ Regional Center is located in a mixed-use area that includes commercial, entertainment, recreational and residential development. The proposed signage within the Estrella Falls and GSQ CSP will not adversely impact surrounding areas, given their size, location and orientation, they should match the intensity of these surrounding developments and their associated signage. 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 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 - Estrella Falls and GSQ Comprehensive Sign Package, dated April 2025
- Attachment B - Aerial Photo