Item 4 - Staff Report.50 University Ave, B-260
PREPARED BY: ERIN WALTERS
Associate Planner
Reviewed by: Planning Manager and Community Development Director
110 E. Main Street Los Gatos, CA 95030 ● (408) 354-6872
www.losgatosca.gov
TOWN OF LOS GATOS
PLANNING COMMISSION
REPORT
MEETING DATE: 09/09/2020
ITEM NO: 4
DATE: September 4, 2020
TO: Planning Commission
FROM: Joel Paulson, Community Development Director
SUBJECT: Consider a Request for Approval for a Variance from the Town Code to Exceed
the Maximum Allowable Sign Area and an Exception from the Commercial
Design Guidelines to Exceed the Maximum Letter Height for a Wall Sign
(Sephora) on Property Zoned C-2:LHP:PD, Located at 50 University Avenue,
Suite B260. APN 529-02-044. Variance Application V-20-001. Property Owner:
SRI Old Town LLC. Applicant: Peter Liu.
Deemed complete: July 30, 2020
Final date to take action: January 30, 2021
RECOMMENDATION:
Consider a request for approval for a Variance from the Town Code to exceed the maximum
allowable sign area and an exception from the Commercial Design Guidelines to exceed the
maximum letter height for a wall sign on property zoned C-2:LHP:PD, Located at 50 University
Avenue, Suite B260.
PROJECT DATA:
General Plan Designation: Central Business District
Zoning Designation: Central Business District, Landmark and Historic Preservation
Overlay, Planned Development, C-2:LHP:PD
Applicable Plans & Standards: Master Sign Program, Zoning Code; Commercial Design
Guidelines
Parcel Size: 4.15 acres
PAGE 2 OF 9
SUBJECT: 50 University Avenue, Suite B260/V-20-001
DATE: September 4, 2020
Surrounding Area:
CEQA:
The project is Categorically Exempt pursuant to the adopted Guidelines for the Implementation
of the California Environmental Quality Act, Section 15301: Existing Facilities.
FINDINGS:
▪ As required, the project is Categorically Exempt pursuant to the adopted Guidelines for the
Implementation of the California Environmental Quality Act, Section 15301: Existing
Facilities.
▪ As required by Section 29.20.170 of the Town Code for granting a Variance application to
exceed the maximum allowable sign area.
▪ That the project is in conformance with Planned Development Ordinance 2025.
▪ That the project is in conformance with the Old Town Master Sign Program.
▪ That the proposed project is consistent with the applicable Commercial Design Guidelines
with the exception of the maximum letter height for a wall sign in the C-2 District.
ACTION:
The decision of the Planning Commission is final unless appealed within ten days.
BACKGROUND:
The subject site is located on the east side of University Avenue (Exhibit 1). The subject 4,668-
square foot tenant space is located on the first floor of the Old Town Shopping Center and is
currently under construction with a retail tenant improvement (Sephora). The subject tenant
space is a portion of a former restaurant space (The Catamount).
On January 14, 2020, the applicant applied for a sign permit (SN-20-002) for the subject tenant
space. Staff reviewed the sign permit application package and determined that the proposed
total sign area would exceed the maximum allowable sign area per Section 29.10.135 (c), Rules
1 and 2, of the Town Code, and the proposed letter height would exceed the maximum letter
Existing Land Use General Plan Zoning
North Residential Medium Density Residential R-1:8:LHP
East Los Gatos Creek
and Highway 17
N/A N/A
South Commercial Central Business District C-2:LHP
West Commercial Central Business District C-2:LHP
PAGE 3 OF 9
SUBJECT: 50 University Avenue, Suite B260/V-20-001
DATE: September 4, 2020
BACKGROUND (continued):
height for a wall sign per Section 6.2.5 of the Commercial Design Guidelines. On March 11,
2020, the applicant applied for a Variance application.
PROJECT DESCRIPTION:
The project is being considered by the Planning Commission as the applicant is requesting
approval of a Variance to exceed the maximum allowable sign area and an exception from the
Commercial Design Guidelines to exceed the maximum letter height for a wall sign located in
the C-2 District.
A. Location and Surrounding Neighborhood
The subject property is located on the east side of University Avenue (Exhibit 1) and is
developed with the Old Town Shopping Center commercial buildings. The subject 4,668-
square foot tenant space is located on the first floor of the shopping center’s main building.
The property abuts commercial properties to the south and west, residential properties to
the north, and the Los Gatos Creek and Highway 17 to the east.
B. Project Summary
The applicant is requesting approval of a Variance to exceed the maximum allowable sign
area and an exception from the Commercial Design Guidelines to exceed the maximum
letter height for a wall sign located in the C-2 District.
DISCUSSION:
A. Project Summary
The applicant proposes a wall sign and awning signage on the exterior building of the
subject tenant space. The proposed signage meets the Old Town Shopping Center Master
Sign Program, but exceeds the maximum allowable sign area per the Town Code and
exceeds the maximum letter height for wall signs located in the C-2 District per the
Commercial Design Guidelines. The applicant has provided a scope of work and letter of
justification for the proposed project (Exhibits 4 and 5). The proposed development plans
are provided in Exhibit 9.
Total Sign Area
The applicant proposes 70.2 square feet of wall sign area and 2.62 square feet of awning
sign area resulting in a total proposed sign area of 72.82 square feet where the maximum
allowable sign area is 51.66 square feet per Town Code (Exhibit 9, Sheets 1.2 and 2.0). Per
PAGE 4 OF 9
SUBJECT: 50 University Avenue, Suite B260/V-20-001
DATE: September 4, 2020
DISCUSSION (continued):
the Commercial Design Guidelines (Chapter 6, page 5), a six-inch margin around all words
has been included to calculate the total sign area.
Total Sign Area
Proposed Maximum Allowable
72.82 square feet 51.66 square feet
The project business frontage is 51 feet, 8-inches. Per Town Code Section 29.10.135 (c),
Rules 1 and 2, the maximum allowable signage area for the subject business frontage is
51.66 square feet. A Variance from the Town Code is required to exceed the maximum
allowable sign area.
Wall Sign Letter Height
The applicant proposes a 30-inch letter height for the wall sign, when a maximum letter
height of 12-inches is allowed per the Commercial Design Guidelines (Exhibit 9, Sheets 1.2
and 2.0).
Wall Letter Height
Proposed Maximum
30-inches 12-inches
Per the Commercial Design Guidelines- Chapter 6.2 Wall Signs:
Section 6.2.5 - Maximum letter height:
Sign height and width should be appropriate to the building on which it is placed and the
distance of the sign from the fronting streets. Generally, wall sign letter heights should not
exceed the following:
C-1 District, 12 inches
C-2 District, 12 inches
LM District, 12 inches
Los Gatos Boulevard, 18 inches
Exception: Auto dealership wall signage will be considered in the context of the overall Sign
Program.
The subject site is located in the C-2 District and subject to a maximum letter height of 12-
inches. An exception from the Commercial Design Guidelines is required to exceed the
maximum letter height.
PAGE 5 OF 9
SUBJECT: 50 University Avenue, Suite B260/V-20-001
DATE: September 4, 2020
DISCUSSION (continued):
B. Variance – Exceed Maximum Sign Area
Section 29.10.135 (c) of the Town Code states that Rules 1 and 2 govern the calculation of
the area of attached signs. The maximum sign area for attached signs on any frontage may
not exceed the area derived from the calculation for that frontage.
Rule 1. Allowed sign area is one (1) square foot for each lineal foot of primary business
frontage plus one (1) square foot for each lineal foot of secondary business frontage
provided that the sign area generated by each secondary business frontage cannot exceed
fifty (50) percent of the sign area generated by the primary business frontage.
Rule 2. Allowed sign area is one (1) square foot for each lineal foot of primary business
frontage plus one-half square foot for each lineal foot of secondary business frontage.
The maximum allowable sign area for the subject business frontage is 51.66 square feet as
the primary business frontage is 51 feet, 8-inches. The applicant is requesting a Variance to
exceed the maximum allowable sign area to allow a sign area of 77.82 square feet. The
applicant has provided a letter of justification for the request (Exhibit 5), citing the need to
exceed the maximum allowable sign area due to the requirement of the Commercial Design
Guidelines 6-inch sign area margin and due to the project’s proposed letter height of 30-
inches. An exception from the Commercial Design Guidelines is also required to exceed the
maximum letter height of 12-inches in the C-2 District.
As required by Section 29.20.170 of the Town Code, the deciding body, on the basis of the
evidence submitted at the hearing, may grant a Variance if it can make the following findings.
1. Because of special circumstances applicable to the property, including size, shape,
topography, location or surroundings, the strict application of th e ordinance deprives
such property of privileges enjoyed by other properties in the vicinity and under
identical zone; and
2. The granting of a variance would not constitute a grant of special privileges inconsistent
with the limitations upon other properties in the vicinity and zone wh ich such property
is situated.
The applicant has submitted a letter of justification outlining the request for a larger wall
sign area than permitted by the Town Code and taller letter height than permitted by and
the Commercial Design Guidelines (Exhibit 5). The applicant states that vehicular and
pedestrian visibility to the subject tenant’s sign would be compromised as the building is
setback 188 feet from the public right of way, creating a unique challenge. The applicant
also states that the mature trees and the shopping center’s sign would block visibility to the
tenant’s signage.
PAGE 6 OF 9
SUBJECT: 50 University Avenue, Suite B260/V-20-001
DATE: September 4, 2020
DISCUSSION (continued):
The letter of justification states that the 12-inch letter height would not be seen by vehicular
traffic along University Avenue and would prevent the tenant from being adequately
identified. The letter states that a larger letter height would help identify the tenant to
vehicular traffic, possibly preventing traffic incidents. The applicant states that the tenant
space is unique to other tenant spaces as it is larger and has a pitched roof over the entry.
The applicant provides that a larger sign would be visually more aesthetic than a smaller
sign, and compliment the scale of the building’s architecture.
The applicant also states that other businesses in the shopping center and in surrounding
shopping centers appear to have signage that exceed the letter height as shown in the
provided site photographs (Exhibit 6). The applicant states that the granting of the
Variance would not grant a special privilege that other properties do not also enjoy.
C. Old Town Shopping Center Sign Letter Height - Neighborhood Compatibility
The following table provides a summary of sign letter height for wall signs located on the
subject building in the Old Town Shopping Center.
Tenant Name Sign Letter Height
White House Black Market 12-inches
Thread Up 11-1/2-inches
Talbots 30-inches
Anthropologie 8-inches
Chico’s 12-inches
Wine Cellar 17-inch letter “W” and 24-inch letter “C”
Existing sign letter heights range from eight inches to 30 inches. There are two examples of
larger sign letter heights that exceed the Commercial Design Guidelines. Wine Cellar has a
17-inch “W” and 24-inch “C” and Talbots has a 30-inch sign letter height. The Talbots and
Wine Cellar signs were approved prior to the approval of the Commercial Design Guidelines.
D. Neighborhood Outreach
The applicant reached out to the surrounding tenants of the Old Town Shopping Center
regarding the proposed project. The applicant has provided a summary of the outreach and
the feedback (Exhibit 7). A majority of the tenants were supportive of the propo sed signage
and two tenants provided feedback that a 24-inch letter height would be preferable.
PAGE 7 OF 9
SUBJECT: 50 University Avenue, Suite B260/V-20-001
DATE: September 4, 2020
DISCUSSION (continued):
E. Sign Letter Height and Total Sign Area Alternatives
Staff requested that the applicant provide a summary of sign letter heights and total sign
area alternatives for the subject project to provide a comparison. The total sign area
column includes both the wall sign area and the awning sign area. The applicant provided
the following table:
Wall Sign Letter
Height
Wall Sign Area (s.f.)
(includes the required 6-
inch margin)
Awning Sign
Area (s.f.)
Total Sign
Area (s.f.)
Variance
Required
12-inch 18.43 2.62 21.05 No
18-inch 31.03 2.62 33.65 No
24-inch 49.56 2.62 52.18 Yes
Proposed
30-inch
Proposed
70.2
Proposed
2.62
Proposed
72.82
Yes
Max. allowed per
Commercial
Design
Guidelines
12-inch
Max. allowed
per Town
Code
51.66 s.f.
The table above provides four different wall sign letter height options: 12 -inch, 18-inch, 24-
inch, and 30-inch. Either the 12-inch and 18-inch wall sign letter height option would result
in a total sign area (including the awning sign area) which would not require a Variance
from the Town Code. Either the 24-inch and 30-inch wall sign letter height option would
result in a total sign area (including the awning sign area) which would require a Variance
from the Town Code.
F. CEQA Determination
The project is Categorically Exempt pursuant to the adopted Guidelines for the
Implementation of the California Environmental Quality Act, Section 15301: Existing
Facilities.
PUBLIC COMMENTS:
At this time, the Town has not received any public comment.
PAGE 8 OF 9
SUBJECT: 50 University Avenue, Suite B260/V-20-001
DATE: September 4, 2020
CONCLUSION:
A. Summary
The applicant is requesting approval of a Variance from the Town Code for a sign area of
72.82 square feet, where 51.66 square feet is allowed based on primary business frontage,
and approval of an exception from the Commercial Design Guidelines for a 30-inch wall sign
letter height, where the maximum is 12-inches in the C-2 District.
B. Recommendation
If the Planning Commission finds merit with the proposed project, it should:
1. Make the finding that the proposed project is Categorically Exempt, pursuant to the
adopted Guidelines for the implementation of the California Environmental Quality Act,
Section 15301: Existing Facilities (Exhibit 2);
2. Make the findings as required by Section 29.20.170 of the Town Code for granting a
Variance to exceed the maximum allowable sign area (Exhibit 2);
3. Make the finding that the project is in conformance with Planned Development
Ordinance 2025 (Exhibit 2);
4. Make the finding the project is in conformance with the Old Town M aster Sign Program
(Exhibit 2);
5. Make the finding that the project complies with the applicable Commercial Design
Guidelines with the exception of exceeding the maximum letter height for a wall sign in
the C-2 District (Exhibit 2); and
6. Approve Variance application V-20-001 with the conditions contained in Exhibit 3 and
the development plans in Exhibit 9.
C. Alternatives
Alternatively, the Commission can:
1. Continue the matter to a date certain with specific direction; or
2. Approve the application with additional and/or modified conditions; or
3. Deny the application.
EXHIBITS:
1. Location Map
2. Required Findings and Considerations
3. Recommended Conditions of Approval
4. Project Description, received June 26, 2020
5. Letter of Justification, received June 26, 2020
PAGE 9 OF 9
SUBJECT: 50 University Avenue, Suite B260/V-20-001
DATE: September 4, 2020
6. Site Photographs, received March 11, 2020
7. Neighborhood Outreach, received June 26, 2020
8. Old Town Center Master Sign Program
9. Development Plans, received July 23, 2020