06-16-04 Minutes - GPCTOWN OF LOS GATOS
110 East Main Street, Los Gatos, CA 95030 (408) 354-6872
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SUMMARY OF A SPECIAL MEETING OF THE GENERAL PLAN COMMITTEE OF THE
TOWN OF LOS GATOS, JUNE 16, 2004 HELD IN THE TOWN COUNCIL CHAMBERS,
CIVIC CENTER, 110 EAST MAIN STREET, LOS GATOS, CALIFORNIA.
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The meeting was not called to order due to a lack of a quorum. Public input was taken but no
action was taken by the Committee.
ATTENDANCE
Members present: Diane McNutt, Morris Trevithick, Mark Sgarlato
Members absent: Josh Bacigalupi, Phil Micciche, Mark Weiner, Mike Burke, Steve Glickman,
Barry Bakken
Staff present: Bud Lortz, Director of Community Development; Randy Tsuda, Assistant
Director of Community Development; Larry Cannon, Consulting Architect
Auto Dealers present: Dave Moeller, South Bay Honda; John Moore, Moore
Buick, Pontiac, GMC Truck; Bruce Swanson, Swanson Ford; Mark Maxwell,
Los Gatos Acura
VERBAL COMMUNICATIONS
Bud Lortz noted a quorum of committee was not present.
Bud Lortz provided background on the Commercial Design Guidelines. The
Guidelines are intended to implement the Town’s General Plan, to define
specific design standards for commercial areas and to retain and enhance
auto dealerships. The Committee is seeking to understand the needs and
issues of auto dealers in order to include standards in the Design Guidelines
that specifically address their requirements.
John Moore explained that all car manufacturers have standard design and
image programs for its dealers. They give strong financial incentives to
encourage dealers to implement the standard designs. The manufacturers
will also penalize dealers that fail to implement the standards.
Mark Maxwell said Acura rewards dealers with a 60-day extra supply of
vehicles if dealers remodel their facilities to match the corporate design
standards. This equates to 60 extra cars and in turn raises the dealer’s
base car allocation going forward. He noted that the Town would obtain
additional sales tax if Los Gatos Acura, or any dealer, were able to remodel
in a manner consistent with corporate standard designs. In the past, it
hasn’t been worth the time, difficulty, and expense to remodel his
dealership. He pointed out that hundreds of other communities have
approved the Acura prototype.
Diane McNutt explained that the Design Guidelines can help the dealers
with the Town’s review process by better defining requirements and finding
a balance between the dealers and residents.
Mark Maxwell stated that Acura wants a unique appearance for its
dealerships. The Penske Group (United Auto Group) has purchased Los
Gatos Acura. Penske will need to remodel and expand the facility or will
leave Los Gatos.
Larry Cannon asked if the manufacturers have standard designs.
John Moore stated that each manufacturer has standards. The three most
important elements are display area, storage, and low landscaping to
ensure visibility. Lighting is extremely important as well.
Dave Moeller said Honda’s standards specify the size of the facility, storage
areas, and service stalls in addition to the appearance of the building.
General Plan Committee
Regular Meeting of June 16, 2004
Page 3 of 4
Bruce Swanson pointed-out that Ford requires adherence to their design
and dealership standards. Ford has the right to remove a dealer’s Ford
signage for non-compliance. He commented that Frontier Ford has
received additional allocations while Swanson Ford has not been allocated
any new Ford 500s or 2005 Mustangs.
Morris Trevithick asked if it is possible to see the standard designs. John
Moore stated he will provide a copy.
The dealers stated that the trees on Los Gatos Boulevard are a constant
issue. Mark Maxwell stated that two large Eucalyptus trees block visibility
to his dealership. Visibility of the display areas and signs are essential.
Diane McNutt asked if there is anything good or bad about the design of Los
Gatos Boulevard from a dealer’s perspective. Are pedestrians on the
Boulevard beneficial; do car shoppers walk from dealer to dealer?
Bruce Swanson reiterated the need for visibility and that street trees can be
a problem. In addition, shoppers do not walk between dealerships beca use
the lots are too far from each other and buyers need their cars to
determine trade-in value.
Larry Cannon asked if there are any benefits for a dealer to be in Los Gatos.
John Moore answered that the benefit is Los Gatos has an upscale ambiance
General Plan Committee
Regular Meeting of June 16, 2004
Page 4 of 4
and that car buyers in this marketplace are very affluent. The negatives
are a smaller market area and the cost of land.
Larry Cannon displayed some examples of recently built dealerships in other
communities. He pointed out that recent BMW dealerships have consistent
architecture between the showroom and service areas. The entire facility is
integrated architecturally.
Bruce Swanson noted that most new dealership have roof-top parking or a
parking deck because of the cost of land.
Mark Maxwell asked if the Town of Los Gatos would like the dealership to
leave town.
Bud Lortz replied this was not the case and that Council has directed that
the Design Guidelines be prepared to assist auto dealers in remodeling their
facilities. He stated that Guidelines will try to identify a balance between
the dealerships and residents--one side does not trump the other.
Bruce Swanson believes the Guidelines and the Town need to acknowledge
that auto dealers must be easily identifiable as auto dealers—they cannot
look like a shopping center or be screened with trees like, for example, the
Cornerstone Shopping Center.
Bud Lortz asked if on-site customer parking was important. The dealers
stated it was not essential. Customers often park on the street. Mark
Maxwell stated that visibility to signage is more important than on-site
parking.
General Plan Committee
Regular Meeting of June 16, 2004
Page 5 of 4
Diane McNutt inquired why dealerships use promotional items such as
balloons and flags.
Bud Lortz distributed the sections of the Town Code pertaining to special
event displays and signage.
Bruce Swanson replied the balloons and flags attract attention and let
customers know the dealership is open for business.
Larry Cannon reviewed different means to landscape street frontages,
including lawn, groundcover, and hedges. The dealers stated that hedges
block visibility of their cars and lawn is often the easiest to maintain. In
response to Diane McNutt’s question, the dealers agreed that lawn with
accent areas providing seasonal color would be acceptable.
Bruce Swanson discussed lighting of display lots. He noted that the Town’s
lighting requirements can pose an issue as fixtures mounted at a low height
increase the total quantity of fixtures required to adequately light the
display lot.
In response to a question from Bud Lortz, John Moore confirmed that
elevated or angled car display platforms are desirable. He stated that the
15-foot setback is a good location to display cars. Cars can be parked in
the setback area if it is landscaped with lawn.
Diane McNutt asked if hanging baskets would be a feasible way to provide
additional color and interest. Bruce Swanson was concerned the baskets
could block visibility to the lot, signs, or showroom, similar to a tree.
General Plan Committee
Regular Meeting of June 16, 2004
Page 6 of 4
Diane McNutt noted the Town has installed banners along Los Gatos
Boulevard and provides holiday lighting in the median and asked for
feedback. John Moore felt that the banners no longer attract much
attention but he liked the concept of holiday lighting. The other dealers
agreed.
Bruce Swanson hoped that the guidelines would clarify the setbacks and
other requirements for areas that abut residential areas. Without
standards, the neighbors provided inconsistent input when Swanson Ford
tried to remodel their facility a few years ago.
Bud Lortz confirmed that clarity of standards and expectations is one of
the goals of the Commercial Design Guidelines. He assured that staff will
keep the dealers informed as the Guidelines progress through the review
process. He stressed that the Town does not want to protract the process
of developing the Guidelines and appropriate reinvestment in property is
good for the Town.
Diane McNutt asked if it is possible for the Town to attract other auto
dealers. Bruce Swanson stated many manufacturers do not allow new
dealers to locate within a 10 mile radius of an existing dealer; however, an
existing dealer can open another location within that radius.
Dave Moeller suggested that Lexus is one possibility but they require a large
parcel for a new dealership.
Bud Lortz asked for input on the feasibility of accommodating car storage
in an underground garage rather than a roof deck. In the case of
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Regular Meeting of June 16, 2004
Page 7 of 4
remodeling an existing dealership, Bruce Swanson said it is not feasible to
construct an underground garage as the disruption would force a
temporary closure of the facility. In contrast, a dealership can remain
open during construction of a new building and/or parking deck.
Bud Lortz commented that the height of a rooftop parking deck could be
an issue along with lighting. Bruce Swanson confirmed that the plate
height for the repair facility is roughly 17-feet.
ADJOURNMENT
The meeting was adjourned at 6:50 p.m. by Vice Chair Mark Sgarlato. The next regular
meeting of the General Plan Committee is scheduled for Wednesday, June 23, 2004 at 5:30 pm.
Prepared By:
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Randy Tsuda, Assistant Director of
Community Development.
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