| AGENDA ITEM #: 15. DATE: 07/19/2021 AI #:336 |
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CITY COUNCIL ACTION REPORT
| SUBJECT: | COMPREHENSIVE SIGN PACKAGE FOR THE GOODYEAR CIVIC SQUARE |
| STAFF PRESENTER(S): | Steve Careccia, Principal Planner |
OTHER PRESENTER(S):
Rich Montague, Ryan Companies
SUMMARY
Request for approval of a comprehensive sign package (CSP) for the Goodyear Civic Square.
Recommendation
Approve the comprehensive sign package for the Goodyear Civic Square, subject to stipulations. (Steve Careccia, Principal Planner)
STIPULATIONS
1. All signs shall be in conformance with the GSQ Comprehensive Sign Plan dated June 16, 2021;
2. Where permitted within this Comprehensive Sign Package, a monument, directional or directory sign utilizing an electronic message display shall only have one display per side;
3. Off-site signage shall be prohibited; and,
4. Other than governmental signage or signage required to be installed by a governmental agency, no signage shall be placed on public property or within city rights-of-way.
2. Where permitted within this Comprehensive Sign Package, a monument, directional or directory sign utilizing an electronic message display shall only have one display per side;
3. Off-site signage shall be prohibited; and,
4. Other than governmental signage or signage required to be installed by a governmental agency, no signage shall be placed on public property or within city rights-of-way.
FISCAL IMPACT
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.
BACKGROUND AND PREVIOUS ACTIONS
The property subject to this CSP is a part of the Goodyear Civic Square Planned Area Development (PAD). The PAD was approved on July 8, 2019, with City Council adoption of Ordinance No. 2019-1440.
The intent of the Goodyear Civic Square PAD is to create an urban, pedestrian-oriented development that will be a center for civic administration, services and events. The area is also intended for the development of higher intensity office and commercial development. Another key component of the PAD is the allowance of higher density residential development, which will support the commercial development anticipated in the area and help activate the civic spaces.
The PAD is divided into three separate development parcels – A, B and C. An overview of each parcel is provided below:
A final plat for Goodyear Civic Square Parcel A at Estrella Falls was approved by the City Council at their regular meeting of February 8, 2021. The final plat subdivided the property into eight lots.
The intent of the Goodyear Civic Square PAD is to create an urban, pedestrian-oriented development that will be a center for civic administration, services and events. The area is also intended for the development of higher intensity office and commercial development. Another key component of the PAD is the allowance of higher density residential development, which will support the commercial development anticipated in the area and help activate the civic spaces.
The PAD is divided into three separate development parcels – A, B and C. An overview of each parcel is provided below:
- Parcel A is approximately 48 acres. This parcel is bounded by McDowell Road, 150th Drive, Monte Vista Drive and the Bullard Wash. Parcel A will contain the core area intended for City Hall and the approximate two-acre Civic Park. Uses permitted within the core area are intended to support a more pedestrian-oriented, urban environment, with such uses including government and professional offices, services and retail, and entertainment, among other uses. Outside the core area, uses may include educational uses, multi-family residential, hospitals, trade schools, office, general commercial and retail uses. Parcel A is the area subject to this CSP.
- Parcel B is approximately 42 acres. This parcel is bounded by Monte Vista Drive, 150th Drive, Virginia Avenue and the Bullard Wash. Uses permitted within this parcel include single family and multi-family residential. Properties and/or units may be offered for sale or rent. Maximum residential densities are not established. Instead, development standards, such as maximum height and setbacks, will control and guide development. The property is currently under development.
- Parcel C is approximately 17 acres. This parcel is bounded by the Estrella Falls Regional Center to the south and east, 150th Drive and Encanto Boulevard. Uses permitted within Parcel C include a mix of commercial, service and residential type uses. Portions of the property are currently under development.
A final plat for Goodyear Civic Square Parcel A at Estrella Falls was approved by the City Council at their regular meeting of February 8, 2021. The final plat subdivided the property into eight lots.
STAFF ANALYSIS
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 the approval of a CSP for Parcel A, which is to be developed as the Goodyear Civic Square. As the development will contain a diverse and unique mix of civic and private uses, including office, commercial retail and services, and high density residential, the CSP includes many different types and styles of signage. A cohesive materials and color palette with a complementary design theme is intended to provide for a unified campus setting. A brief description of the proposed signage, including any deviations from the city’s sign regulations, is provided below:
1. Awning Signs: Signage permitted on an awning face. Consistent with city’s sign regulations. However, the CSP will further limit awning signs to a maximum of 10% of the overall wall sign allowance for a use.
2. Canopy Signs: Signage permitted on an attached or detached canopy. The CSP requests canopy signs have a maximum area of 25% of the wall signage allowance versus the required six square feet, two canopy signs per street frontage versus the required one, and that the canopy signs may extend above the canopy for City Hall and the library.
3. Directional Signs: Promote wayfinding for vehicular traffic and pedestrians. Will identify places of interest or buildings, and not individual businesses. Proposed at driveway entrances, internal vehicular and pedestrian intersections and focal points. Modifications will be required as the requested quantities, heights and copy areas exceed the city standard of one sign per driveway, a maximum of three feet for height and six square feet of copy area, respectively.
Some specific directional signs include:
a. Vehicular Directionals (Sign Types B-1, -2)
B-1 is six feet, six inches in height with 20 square feet of copy. B-2 is four feet, four inches in height with 12 square feet of copy.
b. Pedestrian Directionals (Sign Types B-3, -4)
Height is approximately 10 feet. Maximum of five panels, with each panel a maximum of three square feet.
c. Custom Plaque Street Signs (D-4)
Street names proposed in plaques placed in sidewalk. Size will be 2.5 square feet. This is a new sign type.
4. Directory Signs: Promote pedestrian wayfinding. Modifications will be required as the Site Directory is proposed to be digital and the requested height and copy area for the Office Building Directory Signs exceed the city standard of six feet and 18 square feet, respectively.
a. Site Directory (Sign Types B-5)
Digital display proposed in key pedestrian areas. Height is approximately six feet.
b. Office Building Directory (Sign Types B-6, -7)
Proposed in streets and parking areas around the office building and key pedestrian areas. Height is 10 feet for the vehicular directories and approximately six and half feet for the pedestrian directories.
5. Electronic Message Displays: The CSP proposes to allow electronic message displays on a certain number of directional, directory or monument signs (max 25% of signs per lot). The display would be permitted to occupy half the allowed sign copy area, not to exceed 24 square feet. A modification will be required as city standards do not permit an electronic display on directional or directory signs. Otherwise, all other city standards regarding use and operation will be followed.
6. Drive-Through Restaurant: Drive-through facilities are permitted via use permit within Parcel A (outside core area only). No changes to city sign standards.
7. Monument Signs: These signs will be the primary and secondary multi-tenant monuments for the Goodyear Civic Square. Modifications will be required as the quantity, height, and copy area exceed city sign standards of one per driveway, 12 feet and 48 square feet, respectively. Two monument signs are proposed at each driveway while a minimum separation of 100 feet, versus the required 150 feet, is proposed for signs on the same side of the street.
8. Projecting Signs: No changes to city sign standards.
9. Shingle Signs: No changes to city sign standards.
10. Street Light Pole Banners: Light poles on private property may utilize banners not to exceed eight square feet. This is a new sign type. Public light poles, within city rights-of-way, may only be utilized by the city and are not addressed within this CSP.
11. Wall Signs: For commercial, retail and mixed-uses, the CSP proposes 1.5 square feet of copy area per linear foot of building frontage versus the required maximum of one square-foot of copy area per linear foot; the ability to place wall signs on the first, second and third floors of a multi-story building versus the requirement that wall signs be placed only on the first and top floor of a multi-story building; and, if an office building tenant occupies more than 50,000 square feet, the tenant’s allowable sign copy allocation can be doubled. For residential uses, the CSP proposes to allow wall signs on street frontages and at drive entrances not to exceed 50 square feet. This would be a new sign type.
12. Window Signs: The CSP proposes permanent window sign allowances of 50% of the total window area versus the required 25%. However, per the CSP, sign copy is limited to building name, address or an artistic message.
13. Temporary Directional (Cx-1): Promote notice and wayfinding for events. Height is six feet and four feet. This is a new sign type.
14. Regulatory Signs (D-2): Typical regulatory signage but proposed with custom supports. Support design is new.
15. Custom Upright Street Signs (D-3): Custom street signs and supports. This is a new sign type.
16. Dedication Plaque, Time Capsule & Artist Plaque (E-1, -2 & -3): Identification purposes. These are new sign types.
In addition to the above, the following modifications to the city’s overall sign standards are proposed:
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:
Planning and Zoning Commission:
The Planning and Zoning Commission considered this item at their regular meeting of July 7, 2021. The Commission unanimously voted (6-0) to forward a recommendation of approval to the City Council. There was no public opposition to this item voiced at the meeting.
Staff Findings:
The request meets the evaluation criteria for a CSP as set forth in Article 7, Sign Regulations, of the Zoning Ordinance.
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 the approval of a CSP for Parcel A, which is to be developed as the Goodyear Civic Square. As the development will contain a diverse and unique mix of civic and private uses, including office, commercial retail and services, and high density residential, the CSP includes many different types and styles of signage. A cohesive materials and color palette with a complementary design theme is intended to provide for a unified campus setting. A brief description of the proposed signage, including any deviations from the city’s sign regulations, is provided below:
1. Awning Signs: Signage permitted on an awning face. Consistent with city’s sign regulations. However, the CSP will further limit awning signs to a maximum of 10% of the overall wall sign allowance for a use.
2. Canopy Signs: Signage permitted on an attached or detached canopy. The CSP requests canopy signs have a maximum area of 25% of the wall signage allowance versus the required six square feet, two canopy signs per street frontage versus the required one, and that the canopy signs may extend above the canopy for City Hall and the library.
3. Directional Signs: Promote wayfinding for vehicular traffic and pedestrians. Will identify places of interest or buildings, and not individual businesses. Proposed at driveway entrances, internal vehicular and pedestrian intersections and focal points. Modifications will be required as the requested quantities, heights and copy areas exceed the city standard of one sign per driveway, a maximum of three feet for height and six square feet of copy area, respectively.
Some specific directional signs include:
a. Vehicular Directionals (Sign Types B-1, -2)
B-1 is six feet, six inches in height with 20 square feet of copy. B-2 is four feet, four inches in height with 12 square feet of copy.
b. Pedestrian Directionals (Sign Types B-3, -4)
Height is approximately 10 feet. Maximum of five panels, with each panel a maximum of three square feet.
c. Custom Plaque Street Signs (D-4)
Street names proposed in plaques placed in sidewalk. Size will be 2.5 square feet. This is a new sign type.
4. Directory Signs: Promote pedestrian wayfinding. Modifications will be required as the Site Directory is proposed to be digital and the requested height and copy area for the Office Building Directory Signs exceed the city standard of six feet and 18 square feet, respectively.
a. Site Directory (Sign Types B-5)
Digital display proposed in key pedestrian areas. Height is approximately six feet.
b. Office Building Directory (Sign Types B-6, -7)
Proposed in streets and parking areas around the office building and key pedestrian areas. Height is 10 feet for the vehicular directories and approximately six and half feet for the pedestrian directories.
5. Electronic Message Displays: The CSP proposes to allow electronic message displays on a certain number of directional, directory or monument signs (max 25% of signs per lot). The display would be permitted to occupy half the allowed sign copy area, not to exceed 24 square feet. A modification will be required as city standards do not permit an electronic display on directional or directory signs. Otherwise, all other city standards regarding use and operation will be followed.
6. Drive-Through Restaurant: Drive-through facilities are permitted via use permit within Parcel A (outside core area only). No changes to city sign standards.
7. Monument Signs: These signs will be the primary and secondary multi-tenant monuments for the Goodyear Civic Square. Modifications will be required as the quantity, height, and copy area exceed city sign standards of one per driveway, 12 feet and 48 square feet, respectively. Two monument signs are proposed at each driveway while a minimum separation of 100 feet, versus the required 150 feet, is proposed for signs on the same side of the street.
Some specific monument signs include:
a. Primary Identity / Tenant Monument (A-3)
The proposed height is 18 feet. Two signs will each be located at the entries to the Goodyear Civic Square from McDowell Road, 150th Drive and Monte Vista Road.
b. Secondary Identity / Tenant Monument (A-4)
The proposed height is 12 feet. Signs will be located on internal streets.
c. Goodyear Identification Letters (A-1)
This is the main identification sign for the Civic Park. The sign will be located at the primary entrance into the Goodyear Civic Square.
d. GSQ Identification Letters (A-2)
Signs are intended to provide general identification/branding for the Goodyear Civic Square. Multiple signs are proposed at primary street intersections.
a. Primary Identity / Tenant Monument (A-3)
The proposed height is 18 feet. Two signs will each be located at the entries to the Goodyear Civic Square from McDowell Road, 150th Drive and Monte Vista Road.
b. Secondary Identity / Tenant Monument (A-4)
The proposed height is 12 feet. Signs will be located on internal streets.
c. Goodyear Identification Letters (A-1)
This is the main identification sign for the Civic Park. The sign will be located at the primary entrance into the Goodyear Civic Square.
d. GSQ Identification Letters (A-2)
Signs are intended to provide general identification/branding for the Goodyear Civic Square. Multiple signs are proposed at primary street intersections.
8. Projecting Signs: No changes to city sign standards.
9. Shingle Signs: No changes to city sign standards.
10. Street Light Pole Banners: Light poles on private property may utilize banners not to exceed eight square feet. This is a new sign type. Public light poles, within city rights-of-way, may only be utilized by the city and are not addressed within this CSP.
11. Wall Signs: For commercial, retail and mixed-uses, the CSP proposes 1.5 square feet of copy area per linear foot of building frontage versus the required maximum of one square-foot of copy area per linear foot; the ability to place wall signs on the first, second and third floors of a multi-story building versus the requirement that wall signs be placed only on the first and top floor of a multi-story building; and, if an office building tenant occupies more than 50,000 square feet, the tenant’s allowable sign copy allocation can be doubled. For residential uses, the CSP proposes to allow wall signs on street frontages and at drive entrances not to exceed 50 square feet. This would be a new sign type.
Some specific wall signs include:
a. Primary Goodyear Building Identity (Ac-4x)
Main building sign for City Hall.
b. Primary Building Identity (Ac-5x)
Canopy signage for City Hall and the library.
c. Secondary Building Identity (Ac-6x, -7x)
Secondary identification for City Hall and the library.
d. Building Addressing (Ac-8xa)
e. Office Building Information (Ao-7x)
f. Office Building Tenant Identification (Ao-11x)
g. Parking Garage Identity (Ag-4x) & Clearance (Ag-11x)
a. Primary Goodyear Building Identity (Ac-4x)
Main building sign for City Hall.
b. Primary Building Identity (Ac-5x)
Canopy signage for City Hall and the library.
c. Secondary Building Identity (Ac-6x, -7x)
Secondary identification for City Hall and the library.
d. Building Addressing (Ac-8xa)
e. Office Building Information (Ao-7x)
f. Office Building Tenant Identification (Ao-11x)
g. Parking Garage Identity (Ag-4x) & Clearance (Ag-11x)
12. Window Signs: The CSP proposes permanent window sign allowances of 50% of the total window area versus the required 25%. However, per the CSP, sign copy is limited to building name, address or an artistic message.
13. Temporary Directional (Cx-1): Promote notice and wayfinding for events. Height is six feet and four feet. This is a new sign type.
14. Regulatory Signs (D-2): Typical regulatory signage but proposed with custom supports. Support design is new.
15. Custom Upright Street Signs (D-3): Custom street signs and supports. This is a new sign type.
16. Dedication Plaque, Time Capsule & Artist Plaque (E-1, -2 & -3): Identification purposes. These are new sign types.
In addition to the above, the following modifications to the city’s overall sign standards are proposed:
a. A sign setback of one-foot from property line versus the required five feet.
b. The placement of signs within a municipal utility easement, public utility easement or sidewalk easement, as long as there is no interference with utilities. However, no sign may be placed in a visibility easement or zone.
c. The use of three feet of additional sign height on freestanding signs for architectural embellishments versus the required maximum allowance of two feet.
d. The measurement of sign height from the adjacent grade, within 10 feet of the sign, versus the requirement to measure sign height from the top of curb or crown of an adjacent roadway, when within 30 feet of right-of-way.
b. The placement of signs within a municipal utility easement, public utility easement or sidewalk easement, as long as there is no interference with utilities. However, no sign may be placed in a visibility easement or zone.
c. The use of three feet of additional sign height on freestanding signs for architectural embellishments versus the required maximum allowance of two feet.
d. The measurement of sign height from the adjacent grade, within 10 feet of the sign, versus the requirement to measure sign height from the top of curb or crown of an adjacent roadway, when within 30 feet of right-of-way.
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 size of the proposed signs is a result of the intended design of the Goodyear Civic Square. As intended, this design will include buildings close to the street, a focus on pedestrians and a diverse mix of land uses, all within the close proximity of an urban campus setting. As such, the application indicates the proposed signage needs to be sized to provide flexibility and effective messaging for the businesses, tenants, visitors and residents within the campus. The application also indicates signage is sized based on location. Along the perimeter, where traffic speeds are higher, the signs are larger. But when located more internal to the development, signage is smaller given the lower traffic speeds and focus on pedestrians. Given the intended urban character and design of the Goodyear Civic Square, which will be unique and unlike any other development within the city, staff finds the proposed sizes, heights and configuration of the intended signage are appropriate and supportable.
- 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 and pedestrians so as to foster efficient wayfinding and movement through the urban campus. Further, with buildings intended to be close to the street and property lines, signage will also need to be located so as to not obstruct visibility. The sign setbacks, separations and locations proposed in the CSP are intended to provide for maximum visibility while also promoting pedestrian and vehicular safety. Therefore, staff finds the proposed modifications are appropriate and supportable.
- 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 application indicates the intended design, colors and materials of the proposed signage have been designed to enhance the architectural themes of the campus buildings, such as City Hall, the library and Globe office buildings. The selected colors are intended to be classical contemporary while also bright and vibrant. For all prominent signs, the application indicates letters will be raised to provide depth and character. Staff finds the proposed CSP will promote signage within the campus that complementary but also unique, and therefore the intended design elements are considered appropriate and supportable.
- 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 Goodyear Civic Square is located in a mixed-use area that includes commercial, entertainment, recreational and residential development of varying densities. The proposed signage within the CSP 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. Residential development located within Parcel A of the Goodyear Civic Square will be developed at higher densities, and therefore should be compatible with the noise, lights and intensity of an urban campus. As such, staff finds the intended signage will not adversely affect any adjacent land uses and is therefore appropriate and supportable.
Planning and Zoning Commission:
The Planning and Zoning Commission considered this item at their regular meeting of July 7, 2021. The Commission unanimously voted (6-0) to forward a recommendation of approval to the City Council. There was no public opposition to this item voiced at the meeting.
Staff Findings:
The request meets the evaluation criteria for a CSP as set forth in Article 7, Sign Regulations, of the Zoning Ordinance.