INTRODUCTION

The applicant requests Architectural Review Board approval for new building color, awnings and signage for an existing patio furniture store.

Recommendation

Approve with conditions.

Zoning District / Relevant Specific Plans or Guidelines

C4 (Highway Commercial) District / None

Historic Resources Inventory Designation

The subject property is not listed on the City’s Historic Resources Inventory.

CEQA Status

The project is categorically exempt from the provisions of the California Environmental Quality Act (CEQA) pursuant to Section 15311 (a), Class 11, of the State Implementation CEQA Guidelines in that the project involves the construction or replacement of minor accessory structures (awnings and on the property signs) to existing commercial, industrial or institutional facilities.

Relevant Permit History / Prior Action (ARB)

ARB96-097: Staff approved reconstruction of south-west corner of building façade on 4/18/96.

ARB04-340: Sign plans for Berk’s was approved on 3/7/05.

Code Compliance

The proposal is for new business identification signage that has been designed to comply with the development standards and regulations of the Sign Code.

DESIGN REVIEW

Sign Plans

SIGN AREA FACTORS (PURSUANT TO SMMC 9.52)
Multi-tenant Building	No.
Existing Sign Program	Not required for single tenant sites.
Permitted Sign Area	210 SF
Existing Sign Area	153.45 SF
Proposed Sign Area (this application)	129.75 SF
Total Sign Area Upon Completion	129.75 SF
Total Number of New Signs	8 (Two painted awning signs plus six vinyl letter window signs)
Compliance	Yes

Sign A and B “BERK’S”

Proposed Sign Type: Awning Sign, Non-Illuminated

Proposed Dimensions (Area): 5.75 H x 11.25 W = (64.68 SF x 2) = (129.4SF)

Proposed Colors: White letters on blue canvas and Yellow underline

Sign C, D, E, F, G “Outdoor Furniture”

Proposed Sign Type: Window Sign, Vinyl letter

Proposed Dimensions (Area): 5.75 H x 11.25 W = (64.68 SF x 2) = (129.4SF)

Proposed Colors: White letters on blue canvas and Yellow underline

STAFF ANALYSIS

The subject site is located on the southwest corner of Santa Monica Boulevard and Twenty-Sixth Street in the C4 (Highway Commercial) District. The applicant, Berk’s, is an existing retail business specializing in outdoor furniture.

With this application, the applicant is proposing a modest façade remodel involving the addition of eight new plain blue canvas awnings, two awnings with signage reading, “Berk’s Luxuary Outdoor Furnishings” consisting of white letters on blue canvas with a yellow underline, and new overall building color with a trim accent. The two awnings with signage are differentiated from the plain awnings in their design and their location over the entrance. These two awnings are more traditional in design in that the upper portions rest against the building façade while the lower portions extend over the sidewalk. The eight plain awnings are affixed in an inverted manner such that the lower portions rest against the building façade while the upper portions extend away from the building façade forming a “V” shape. The plain awnings are further differentiated from the entrance awnings in that the plain awnings expose the ½” square metal awning frame in front of the awning canvas material, making the framework visible to passer’s by. The awnings with signage are articulated more traditionally with the metal framing occurring behind the awning canvas material. Six window signs are also proposed with this application which all read, “Outdoor Furniture” and are spaced evenly across each street facing window.

Staff supports the proposed remodel involving new overall building color in that, it is a more comprehensive approach that significantly upgrades the building’s street-facing facades and enhances the building’s pedestrian orientation. The replacement of the existing oversized wall signs with the more appropriately scaled signage painted on new awnings will provide a cleaner, modernized look to the building as a whole. Additionally, the proposed location of the signage is more strategically oriented toward pedestrian and vehicular traffic, occurring at the corner of 26^th Street and Santa Monica Boulevard and centrally located above the customer entrance. Although the articulation of the inverted awnings (with the metal frame exposed) is not the traditional model seen throughout the City, it is a creative element which serves to reference the existing architecture of the building, specifically, the vertical trusses occurring between the wooden wall frames along Santa Monica Boulevard. Lastly, the proposed building color and trim accent are coordinated with the color palette of the proposed awnings and provide a compatible backdrop.

Collectively, the various aspects of the proposed remodel will significantly improve the vehicular/pedestrian orientation, provide a more modernized look to the building, and better anchor the building as a distinct corner within the City.

RECOMMENDATION

Planning staff recommends that the Architectural Review Board approve ARB application 06-111 subject to the findings and conditions below:

FINDINGS:

A. The plan for the proposed building or structure is expressive of good taste, good design, and in general contributes to the image of Santa Monica as a place of beauty, creativity and individuality in that the building color, awnings, and signage significantly upgrade the building’s street-facing facades.

B. The proposed building or structure is not of inferior quality such as to cause the nature of the local neighborhood or environment to materially depreciate in appearance and value in that high quality material as detailed in the application submittal and as presented to the Architectural Review Board will be used.

C. The proposed design of the building or structure is compatible with developments on land in the general area in that building color, awnings, and signage enhance the building’s pedestrian orientation.

D. The proposed development conforms to the effective guidelines and standards adopted pursuant to Chapter 9.32 – Architectural Review Board, and all other applicable ordinances insofar as the location and appearance of the buildings and structures are involved. Specifically, the location and appearance of the buildings and structures comply with required findings set forth in Chapter 9.32, as documented by the Architectural Review Board, and as conditioned, the plans will fully comply with all applicable regulations prior to the issuance of a building permit.

CONDITION(S):

1. This approval shall expire in six months from the date of approval or six months from the date a certificate of occupancy is granted for construction-related projects. All conditions of approval and the final inspection process must be completed within this timeframe. The applicant shall submit a color photograph of all installed signs demonstrating compliance with the Architectural Review Board approval to the staff liaison, prior to Planning final.

2. The Architectural Review Board’s approval, conditions of approval, or denial of this application may be appealed to the Planning Commission if the appeal is filed with the Zoning Administrator within ten consecutive days following the date of the Architectural Review Board’s determination in the manner provided in Chapter 9.32, Section 9.32.160.

Attachments:

Applicant’s Submittal Material