06-12-2014 Planning Comm. Agenda

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• Searchlight Display — 20 days on weekends only — proposing 20 days but on any day. • Lightpole banners — Currently not accounted for — proposing allowance on all poles, changeable — no detail provided for sizing. • Inflatable displays — once per year up to 5 days — proposing 3 events, 5 days each. • Outdoor events — 65 days over 20 events — proposing 120 days over 30 events, shared between 3 stores. • Pylon sign — relocate and remodel to retain existing height (54.4 feet), and allow Dock 86, HOM, and Gabberts 100 square feet each, with a digital electronic display of 100 square feet as well — total display area of 400 square feet (the applicants suggest this in lieu of two 200 sf freestanding signs). They further request that the height be retained due to issues with visibility of the sign from the elevated freeway. • Other changes: o Add an outdoor patio sitting spaces at the northeast corner of the building for customers. o Replace existing landscaping with new plantings and irrigation. o Reduce number of access driveways from Country Drive from three to two. For many of these requests — particularly the sign and display changes — the policy aspects of PUD approval come into play. The requirement for PUD analysis is whether the flexibility granted to the applicants is more than offset by other design improvements on the site. In this way, PUD review accepts the concept of flexible zoning regulations when, on balance, the overall design of the project is superior to that which would be allowed if standard zoning were applied. In this case, the applicants are requesting a series of additional signage and display approvals, in exchange for an enhanced land use and architectural package. From staff's perspective, the site would also benefit from additional green space in the parking lot and/or adjacent to the building. Even with the exterior building changes, the large expanse of pavement and hardscape right up to the building wall results in a harsh and relatively uninviting environment. Additional tree planting in these areas — without compromising the applicant's interest in building visibility, would be a significant enhancement, consistent with the other improvements being proposed. Summary and Recommendation The PUD request in this case represents a policy question related to whether the City believes that the balancing between the proposed improvements justifies the additional flexibility to the signage and display. Staff believes that the proposed changes are significant, and would lead to a noticeable increase in retail traffic to the site and the community.