| AGENDA ITEM #:21-630-00003 DATE: March 16, 2022 CAR #: CASE #: {Case#} |
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Planning & Zoning Commission ACTION REPORT
| SUBJECT: | COMPREHENSIVE SIGN PACKAGE FOR ESTRELLA COMMONS DISTRICT |
| STAFF PRESENTER(S): | Alex Lestinsky, Senior Planner |
OTHER PRESENTER(S):
Allison Reis, Evergreen Development
SUMMARY:
Request for approval of a comprehensive sign package (CSP) for the Estrella Commons District.
RECOMMENDATION:
Recommend approval of the comprehensive sign package for the Estrella Commons District, subject to stipulations. (Alex Lestinsky, Senior Planner)
STIPULATIONS:
- All signs shall be in conformance with the Estrella Commons District Comprehensive Sign Plan dated September 3, 2021.
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 Estrella Commons District PAD Overlay. The PAD Overlay was approved on July 19, 2021, with City Council adoption of Ordinance No. 2021-1509.
The intent of the Estrella Commons PAD Overlay is to create a horizontal mixed use unified commercial and multifamily development. There is currently no CSP applicable to this property.
The intent of the Estrella Commons PAD Overlay is to create a horizontal mixed use unified commercial and multifamily development. There is currently no CSP applicable to this property.
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 applicable to the entire Estrella Commons District area. A cohesive materials and color palette with a complementary design theme is intended to provide for a unified center. A brief description of the proposed signage, including any deviations from the city’s sign regulations, is provided below:
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:
The application indicates the increased size of the proposed signs is a result of reducing the quantity of proposed multi-tenant monument signs, per the developer’s request. The Zoning Ordinance allows one monument sign per driveway on public streets which would allow four multi-tenant monument signs in total, but the applicant is proposing the increase in copy area of one of the proposed multi-tenant monuments while restricting the amount to one multi-tenant monument sign per street. This would restrict the development to two multi-tenant monument signs in total, as opposed to additional smaller monument signs depending on the number of driveways approved for the development.
The increase in sign copy area for the multi-tenant monument primarily applies to the sign on Estrella Parkway. Both multi-tenant monument signs include five tenant panels for the five commercial pads proposed in the development, however the Estrella Parkway sign includes signage on the base of the monument for the apartment complex.
The application indicates that signage is located to be visible to passing motorists with the focus on Estrella Parkway and Roosevelt Street. The proposed locations are consistent with other commercial centers; however, the proposed sign package includes a monument sign that features a sign specific to the proposed apartments, which do not abut Estrella Parkway. There is a proposed shared driveway off of Estrella Parkway which provides access to the apartments along with the commercial pads. Therefore, staff finds that the proposed location of the shared apartment/commercial monument sign on Estrella Parkway is appropriate.
The design, colors, and materials used in the CSP will provide a cohesive design throughout the Estrella Commons District area. Additionally, the proposed unique entry monument is consistent with what exists on the south side of Roosevelt to provide for a cohesive commercial corridor and entry into the Estrella Commons Residential. Staff finds the proposed CSP will promote signage within the center that is unique and cohesive, and is therefore considered appropriate and supportable.
The property is located within an established commercial corridor and adjacent to a freeway interchange and is generally consistent with other similar developments within this commercial corridor. As such, staff finds 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.
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 applicable to the entire Estrella Commons District area. A cohesive materials and color palette with a complementary design theme is intended to provide for a unified center. A brief description of the proposed signage, including any deviations from the city’s sign regulations, is provided below:
- Gasoline Service Station Signs
Sign area is consistent with the City requirements, however the CSP requests to increase the maximum height from six feet to eight feet.
- Monument Signs
The CSP requests an increase in height and area of the monument signs from 12-feet to 14-feet in height and 48 square feet to 73 square feet in area, but restricts the quantity of monument signs to one along Estrella Parkway and one along Roosevelt Street.
- Residential Monument Sign (multifamily)
Sign area is consistent with the City requirements, however the CSP requests to increase the maximum height from 6-feet to 8-feet.
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 increased size of the proposed signs is a result of reducing the quantity of proposed multi-tenant monument signs, per the developer’s request. The Zoning Ordinance allows one monument sign per driveway on public streets which would allow four multi-tenant monument signs in total, but the applicant is proposing the increase in copy area of one of the proposed multi-tenant monuments while restricting the amount to one multi-tenant monument sign per street. This would restrict the development to two multi-tenant monument signs in total, as opposed to additional smaller monument signs depending on the number of driveways approved for the development.
The increase in sign copy area for the multi-tenant monument primarily applies to the sign on Estrella Parkway. Both multi-tenant monument signs include five tenant panels for the five commercial pads proposed in the development, however the Estrella Parkway sign includes signage on the base of the monument for the apartment complex.
Given the tradeoff of number of multi-tenant monuments to sign area, staff finds the proposed sign guidelines 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 with the focus on Estrella Parkway and Roosevelt Street. The proposed locations are consistent with other commercial centers; however, the proposed sign package includes a monument sign that features a sign specific to the proposed apartments, which do not abut Estrella Parkway. There is a proposed shared driveway off of Estrella Parkway which provides access to the apartments along with the commercial pads. Therefore, staff finds that the proposed location of the shared apartment/commercial monument sign on Estrella Parkway is appropriate.
- 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 design, colors, and materials used in the CSP will provide a cohesive design throughout the Estrella Commons District area. Additionally, the proposed unique entry monument is consistent with what exists on the south side of Roosevelt to provide for a cohesive commercial corridor and entry into the Estrella Commons Residential. Staff finds the proposed CSP will promote signage within the center that is unique and cohesive, and is therefore 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 property is located within an established commercial corridor and adjacent to a freeway interchange and is generally consistent with other similar developments within this commercial corridor. As such, staff finds 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.