Staff Report with Exhibits.9and11Montebello
PREPARED BY: RYAN SAFTY
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: 03/23/2022
ITEM NO: 2
DATE: March 18, 2022
TO: Planning Commission
FROM: Joel Paulson, Community Development Director
SUBJECT: Requesting Approval for Construction of a Roof Sign on Property Zoned
C-2:LHP. Located at 9 and 11 Montebello Way. APN 529-01-006.
Architectural and Site Application S-22-010. Property Owner: Los Gatos
Investments, LLC. Applicant: Montebello Market, LLC.
Project Planner: Ryan Safty
RECOMMENDATION:
Consider approval of a request for construction of a roof sign on property zoned C-2:LHP,
located at 9 and 11 Montebello Way.
PROJECT DATA:
General Plan Designation: Central Business District
Zoning Designation: C-2:LHP - Central Business District with a Landmark and
Historic Preservation overlay
Applicable Plans & Standards: Zoning Code and Commercial Design Guidelines
Parcel Size: 2,673 square feet (0.06 acres)
Surrounding Area:
Existing Land Use General Plan Zoning
North Commercial and
residential
Central Business District C-2:LHP
East Commercial Central Business District C-2:LHP
South Office Central Business District C-2
West Town Plaza Park Open Space RC
PAGE 2 OF 7
SUBJECT: 9 and 11 Montebello Way/S-22-010
DATE: March 18, 2022
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.
▪ The project is consistent with the applicable Commercial Design Guidelines.
▪ As required by Section 29.10.125(8) of the Town Code for granting a roof sign.
ACTION:
The decision of the Planning Commission is final unless appealed within ten days.
BACKGROUND:
The subject property is located on the east side of Montebello Way, across the street from
Town Plaza Park (Exhibit 1), in the Central Business District and Downtown Commercial Historic
District. The 2,349-square foot commercial tenant space is currently under construction for a
tenant improvement to accommodate an approved Conditional Use Permit for a commercial
market (Montebello Market).
Prior to the Conditional Use Permit and associated building permit approvals, the building was
divided in two and was occupied by a dry cleaner and an interior design retail store. In 2019,
the dry cleaners had a hanging sign, and the retail store had a window sign. In 2014, the
northernmost unit at 9 Montebello Way (Frank) had a roof sign (Exhibit 4).
On February 1, 2022, the applicant applied for a sign permit (SN-22-005) for the property. Staff
reviewed the sign permit application package and determined that the proposal is considered a
roof sign by Town Code, which requires an Architecture and Site application. On February 23,
2022, the applicant applied for an Architecture and Site application for the roof sign.
PROJECT DESCRIPTION:
The proposed roof sign requires Architecture and Site approval per Town Code Section
29.10.125(8)(f). The Commercial Design Guidelines do not list roof signs as an allowed sign type
and specify that roof-mounted signs are a prohibited sign type, “except where other types of
signage cannot be effectively employed.” Therefore, this application is being considered by the
Planning Commission.
PAGE 3 OF 7
SUBJECT: 9 and 11 Montebello Way/S-22-010
DATE: March 18, 2022
PROJECT DESCRIPTION (continued):
A. Location and Surrounding Neighborhood
The subject property is located on the east side of Montebello Way, across the street from
Town Plaza Park (Exhibit 1), in the Central Business District and Downton Commercial
Historic District. The property abuts commercial and residential to the north, office to the
south, commercial to the east, and Town Plaza Park to the west, across Montebello Way.
DISCUSSION:
A. Project Summary
The applicant proposes to add a roof sign above the flat projecting awning, set one foot in
from the front of the awning. Pursuant to Town Code, a roof sign requires approval of an
Architecture and Site application.
The proposed roof sign would consist of 18-inch tall individual letters set on top a two-inch
tall raceway. The letters would be three-inch deep aluminum channel and painted dark
blue, while the raceway would be four inches deep and painted black. The letters would
have a white acrylic face with internal illumination. The sign letters would appear blue
during the day, and then white at night. Renderings of the sign in both the day and night
have been provided (Exhibit 7).
B. Commercial Design Guidelines
The Town’s Commercial Design Guidelines Section 6.1.1 (Allowed Signage Types) does not
include roof signs. Roof-mounted signs are listed in Section 6.1.2 (Prohibited Signage Types)
with the caveat, “except where other types of signage cannot be effectively employed”
(Exhibit 5). There are no specific guidelines in the Commercial Design Guidelines related to
roof signs. However, the proposed roof sign would comply with the general sign guidelines
listed in Sections 6.1.3 through 6.1.9 related to maximum sign area, excessive wording, font
types, sign proportions, materials, shapes, and type styles.
C. Town Code
Pursuant to Town Code Section 29.10.135(c), allowed sign area is calculated as one square
foot of sign area for each lineal foot of primary business frontage. The subject property has
42 feet, eight inches of business frontage, which equates to allowed sign area of 42.67
square feet. The proposed sign would be 41.47 square feet.
PAGE 4 OF 7
SUBJECT: 9 and 11 Montebello Way/S-22-010
DATE: March 18, 2022
DISCUSSION (continued):
Town Code does not have specific design requirements related to roof signs, but Section
29.10.125 contains standards that shall apply to all sign approvals. With the inclusion of
Condition of Approval 3 (Exhibit 3) related to maximum illumination intensity,
the proposed sign complies with Section 29.10.125. Town Code Section 29.10.125(3),
compatibility with surroundings, is discussed in the Neighborhood Compatibility section of
the report below.
D. Architecture and Site Analysis
Pursuant to Town Code Section 29.10.125(8), roof signs require an Architecture and Site
application and are only allowed as follows:
(8) Roof signs. Roof signs must:
a. Be erected only on a roof whose pitch is at least one (1) vertical to four (4)
horizontal.
b. Have a face no more than two (2) feet measured vertically.
c. Be located so the face is parallel to the eave in front of the sign.
d. Be set no more than eight (8) inches above the roof.
e. Be designed and erected so that no part of its face is higher than either the peak
or an elevation five (5) feet above the eave in front of the sign.
f. Have architecture and site approval.
Architecture and site approval may only be issued on the basis of findings that a wall
sign is not feasible because the wall of the building is set back beneath and obscured by
the porch or roof overhang which is an extension of and integral with the sloping roof of
the building, and that the sign cannot be suspended between posts or columns
supporting the roof without obstructing safe passage for pedestrians.
The applicant has provided responses to each of these requirements in their Project
Description and Letter of Justification (Exhibit 6). The proposal complies with Town Code
Section 29.10.125(8)(b) through (f), as the face of the sign would be 18 inches in height, the
face would be oriented parallel to the eave, the sign would be set two inches above the
roof, the proposed sign would not be higher than the parapet peak nor more than five feet
above the eave in front of the sign, and an Architecture and Site application has been
submitted.
Town Code Section 29.10.125(8)(a) requires that roof signs be erected only on a roof whose
pitch is at least one vertical to four horizontal (25 percent slope). However, Town Code
Section 29.10.100 (Sign Definitions) defines a roof sign as, “an attached sign erected on a
roof or projecting above the eave or rake of a building or coping of a parapet. A sign
erected on top of a canopy, arcade, awning or marquee is a roof sign.”
PAGE 5 OF 7
SUBJECT: 9 and 11 Montebello Way/S-22-010
DATE: March 18, 2022
DISCUSSION (continued):
Per Town Code, the proposed sign above the projecting awning meets the definition of a
roof sign; however, the proposed sign could not meet Section 29.10.125(8)(a) as the awning
is flat.
The flat projecting awning is an existing feature of this Downtown Commercial Historic
District building. The Historic Preservation Committee (HPC) reviewed and supported the
current façade update work, with the existing awning remainin g as is. The existing awning
would need to be modified to have a minimum 25 percent slope to meet Town Code
Section 29.10.125(8)(a), which would alter the front façade and require additional HPC
review.
The applicant’s Project Description and Letter of Justification also addresses the required
findings for granting Architecture and Site approval of a roof sign (Exhibit 6). Regarding the
first finding, the applicant contests that a wall sign is not feasible as the building façade is
primarily glass and could not accommodate a wall sign. The parapet above the projecting
awning is setback four feet from the front edge of the projecting awning and, “this is an
older building, and we are concerned with the ability to properly attach this amount of
weight to the parapet, as well as the ability of the attachment to remain in place
permanently.”
Regarding the second finding, the applicant contests that the sign cannot be suspended
between posts or columns supporting the roof due to visibility concerns. “We w ant to be
able to easily attract customers and identify where the new market is located. From the
intersection of N. Santa Cruz Ave. and Main St. this presents a challenge due to all of the
trees in Town Plaza blocking visibility. […] We want to ensure it is readable from a distance
to draw customers through the park to an area that was previously unknows as a market
[…] In this circumstance, we feel the roof sign is appropriate and there is no option for an
alternate sign type.”
E. Neighborhood Compatibility
Town Code Section 29.10.125(3) requires the design, color, and location of each sign be
compatible with the architecture of the buildings on the premises, and in harmony with the
structures and other improvements on the property. The applicant justified neighborhood
compatibility in their Project Description and Letter of Justification (Exhibit 6): “The design,
size, and scale of the sign from that viewing distance has been recommended by our
architect and sign manufacturer, to strike a balance between visibility at a distance and
appropriateness given the scale of the building and other surrounding buildings.”
PAGE 6 OF 7
SUBJECT: 9 and 11 Montebello Way/S-22-010
DATE: March 18, 2022
DISCUSSION (continued):
F. Environmental Review
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.
CONCLUSION:
A. Summary
The applicant is requesting approval of an Architecture and Site application for a roof sign.
The proposed sign complies with the applicable provisions of the Commercial Design
Guidelines and Town Code requirements, with the exception of Town Code Section
29.10.125(8)(a) (roof pitch).
B. Recommendation
Based on the analysis above, staff recommends approval of the Architecture and Site
application subject to the recommended conditions of approval (Exhibit 3). 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 finding that the project complies with the applicable Commercial Design
Guidelines (Exhibit 2);
3. Make the finding as required by Section 29.10.125(8) of the Town Code for granting a
roof sign; and
4. Approve Architecture and Site application S-22-010 with the conditions contained in
Exhibit 3 and the development plans in Exhibit 7.
PAGE 7 OF 7
SUBJECT: 9 and 11 Montebello Way/S-22-010
DATE: March 18, 2022
CONCLUSION (continued):
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. Historic Images of Subject Property
5. Commercial Design Guidelines Section 6.1 – General Guidelines
6. Project Description and Letter of Justification, received February 23, 2022
7. Project Plans, received February 23, 2022
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Update Notes:
- Updated 12/20/17 to link to tlg-sql12 server data (sm)
- Updated 11/22/19 adding centerpoint guides, Buildings layer, and Project Site leader with label
- Updated 10/8/20 to add street centerlines which can be useful in the hillside area
- Updated 02-19-21 to link to TLG-SQL17 database (sm)
EXHIBIT 1
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PLANNING COMMISSION – March 23, 2022
REQUIRED FINDINGS FOR:
9 and 11 Montebello Way
Architecture and Site Application S-22-010
Requesting Approval for Construction of a Roof Sign on Property Zoned C-2:LHP.
APN 529-01-006.
PROPERTY OWNER: Los Gatos Investments, LLC
APPLICANT: Montebello Market, LLC
PROJECT PLANNER: Ryan Safty
FINDINGS
Required findings for CEQA:
■ The project is Categorically Exempt pursuant to the adopted Guidelines for the
Implementation of the California Environmental Quality Act, Section 15301: Existing
Facilities.
Commercial Design Guidelines:
■ The proposed sign is consistent with applicable provisions of the Commercial Design
Guidelines.
Required findings for a roof sign:
■ As required by Section 29.10.125(8) of the Town Code for roof signs, that a wall sign is not
feasible as the front façade is glass and there are concerns with the structural integrity of the
existing parapet wall above, and that a suspended sign below the flat projecting awning is not
feasible due to visibility concerns.
S:\PLANNING COMMISSION REPORTS\2022\03-23-2022\9&11 Montebello\Exhibit 2 - Required Findings and Considerations.docx
EXHIBIT 2
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PLANNING COMMISSION – March 23, 2022
DRAFT CONDITIONS OF APPROVAL
9 and 11 Montebello Way
Architecture and Site Application S-22-010
Requesting Approval for Construction of a Roof Sign on Property Zoned C-2:LHP.
APN 529-01-006.
PROPERTY OWNER: Los Gatos Investments, LLC
APPLICANT: Montebello Market, LLC
PROJECT PLANNER: Ryan Safty
TO THE SATISFACTION OF THE DIRECTOR OF COMMUNITY DEVELOPMENT:
Planning Division
1. APPROVAL: This application shall be completed in accordance with all of the conditions of
approval and in substantial compliance with the approved plans. Any changes or
modifications to the approved plans and/or business operation shall be approved by the
Community Development Director, DRC or the Planning Commission depending on the
scope of the changes.
2. EXPIRATION: The approval will expire two years from the approval date pursuant to Section
29.20.320 of the Town Code, unless the approval has been vested.
3. SIGN ILLUMINATION: The roof sign shall comply with maximum allowed illumination
intensity pursuant to Town Code Section 29.10.125(6) and (7).
4. TOWN INDEMNITY: Applicants are notified that Town Code Section 1.10.115 requires that
any applicant who receives a permit or entitlement from the Town shall defend, indemnify,
and hold harmless the Town and its officials in any action brought by a third party to
overturn, set aside, or void the permit or entitlement. This requirement is a condition of
approval of all such permits and entitlements whether or not expressly set forth in the
approval and may be secured to the satisfaction of the Town Attorney.
EXHIBIT 3
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EXHIBIT 4
Commercial Design Guidelines
53
SIGNAGE GUIDELINES
Town of Los Gatos
6
SIGNAGE
Signage is a necessary feature to assist residents and visitors in
locating goods and services within the community, and it is critical
to the economic viability of individual businesses as well as to the
Town as a whole. This importance must be balanced with the goals
of providing a strong sense of community, and using the design of
signage to reinforce the special character and ambiance of the Town
of Los Gatos.
Applicants should refer to Division 3 of the Town of Los
Gatos Zoning Ordinance which contains relevant definitions and
the basic standards which will be applied to commercial signage.
The guidelines in this chapter supplement the Sign Ordinance, and
are intended to provide more detail in regard to good signage de-
sign principles and community expectations. In some cases, these
guidelines are more restrictive than the maximums established in
the ordinance.
The sign examples shown are drawn from the Town of Los
Gatos and other communities. They are for the purpose of illustrat-
ing specific guidelines only, and might not be appropriate for all
locations. Each sign will be reviewed in the context of the pro-
posed project buildings and the surrounding area.
6.1 GENERAL GUIDELINES
6.1.1 Allowed signage types
Signs will be limited to the following types which are
illustrated below and described on the following pages.
• Wall Signs
• Awning Signs
• Window Signs
• Projecting Signs
• Hanging Signs
• Plaque Signs
• Ground Signs
• Freestanding Signs
INTENT OF THE SIGNAGEGUIDELINES
• Reinforce the high quality char-
acter and image of the Town of
Los Gatos
•Assist businesses within the
community to inform residents
and visitors of their presence
•Assist residents and visitors in
finding businesses and services
located within the community
•Design signage which is appro-
priate to the special character-
istics of the district in which it
is located
•Encourage commercial sig-
nage that communicates more
effectively to potential custom-
ers
•Avoid the visual chaos of ex-
cessive or inappropriate sig-
nage
SIGNAGE PROGRAMS
Projects with multiple tenants will be
required to prepare a Master Signage
Program for review and approval.
The program will establish the spe-
cific location and design for major
project signs (e.g., Ground Signs)
Property owners are encouraged
to upgrade signage to conform to
these design guidelines. However,
when tenants change within a project
with a previously approved Signage
Program, new signs should be fabri-
cated to meet the standards of the
approved program.
EXHIBIT 5
Commercial Design Guidelines
54
SIGNAGE GUIDELINES
Town of Los Gatos
6
Awning Sign
Window Sign
Projecting Sign
Hanging Sign Plaque Sign
Freestanding Sign
Ground Sign
Wall Sign
Commercial Design Guidelines
55
SIGNAGE GUIDELINES
Town of Los Gatos
6
6.1.2 Prohibited signage types
• Flags (except for the American flag and other re-
lated flags as described in the Town’s Zoning Ordi-
nance)
• Lighted signs that flash on and off, fluctuate or ap-
pear to move
• Moving signs that rotate or move in any fashion,
except barber poles
• Attraction Boards and Movable Letter Signs (ex-
cept for churches, cinemas, performing arts facilities
or similar uses that have frequently changing events or
showings)
•A-Frame Signs
• Off-premises Signs
• Electronic Signs
•Projected Light Signs which are flashed or projected
onto walls or other structures by means of a projector
or other device
• Roof-mounted Signs (except where other types of
signage cannot be effectively employed)
•Billboards
• Cloth, paper or fabric signs hung from the building
or placed in windows except for Temporary Signs al-
lowed under the Sign Ordinance
•Any signs not specifically authorized by the Sign
Ordinance
6.1.3 Maximum allowed sign area
One (1) square foot for each linear foot of primary
business frontage plus one (1) square foot for each
lineal foot of secondary business frontage up to fifty
percent (50%) of the amount allowed by the primary
business frontage.
Los Gatos Boulevard Auto Dealerships
Signage quantity will be evaluated under the review and ap-
proval of a master signage program based upon the following
criteria:
•Signage compatibility with the scale and character of Los
Gatos Boulevard
•Signage sizes needed for readability from reasonable viewing
distances
•Limitation of text content to the minimum necessary to
convey ownership and brand recognition
•Compatibility of the signage and supporting structures to the
architecture of the dealership
SIGN AREA
Sign area is the total area of the face
or faces of a sign. Each face is mea-
sured by determining the smallest area
within a single perimeter composed
of not more than eight (8) straight
lines drawn by the applicant enclos-
ing the extreme limits of the face.
For the purposes of measure-
ment, a six-inch margin around all
words and symbols will be included
in the perimeter composed of not
more than eight (8) straight lines.
For more information on what consti-
tutes a sign face, consult Division 3: Signs
of the Town of Los Gatos Zoning Ordi-
nance.
SIGN LOCATIONS
Applicants should choose proposed
sign types as well as their location
and mounting heights to avoid block-
age by street tree foliage, taking into
account the possibility that the trees
may continue to grow and be larger
in the future.
Commercial Design Guidelines
56
SIGNAGE GUIDELINES
Town of Los Gatos
6
6.1.4 Avoid excessive wording and advertising messages
Signs are most effective when their messages can be
grasped quickly. Too many words or images compete
for attention and reduce the readability of the sign.
6.1.5 Use no more than two letter font types per sign
The primary purpose of a sign is to quickly convey
information to passing pedestrians and motorists. More
than two letter styles make readability more difficult.
A simple logo with an additional type style may be
considered.
6.1.6 Keep the size of letters and graphics in proportion
to overall sign area
Text and graphics are difficult to read if they crowd
the borders of the sign. Smaller letters with space
around them will have more impact than larger letters
with limited space around them.
Generally limit the width and height of lettering and
graphics to 85% of the overall sign width and 65% of
the height of the sign area. Information, such as graphic
logos, may be closer to borders if a significant amount
of background is provided for the sign as a whole. A
good rule of thumb is to limit the amount of sign
information to no more than 50 to 55% of the overall
sign area.
6.1.7 Use high quality materials
Appropriate materials include finished wood, metal, and
for projecting banner signs, woven fabric. Plastic sign
materials and signs painted directly onto building sur-
faces will not be allowed.
The sign materials and design should be related to those
of the building on which it is mounted, and all sign
edges must be cleanly finished.
6.1.8 Use simple and symmetrical sign shapes
Geometrical shapes such as rectangles, squares, circles,
ovals and triangles are visually stable shapes which help
focus attention on the sign message. These should be
used in almost all cases. Combinations of geometric
shapes will also generally produce a good sign shape.
TYPE STYLE EXAMPLES
Below are examples of type styles which
would generally be considered acceptable.
All letters are shown at the same point size
which gives an indication of the amount of
relative space that each will require.
Arial
Book Antiqua
Book Antiqua Italic
Brush ScriptBrush ScriptBrush ScriptBrush ScriptBrush Script
Calisto
Century Schoolbook
EngraEngraEngraEngraEngraversversversversvers
FootliFootliFootliFootliFootlightghtghtghtght
Garamond
Goudy Old Style
Helvetica
Humanist 521 BT
Lucida Bright
Lucida Sans
Monotype CorsivaMonotype CorsivaMonotype CorsivaMonotype CorsivaMonotype Corsiva
Perpetua
Souvenir Lt BT
Times New Roman
Viner Hand ITCViner Hand ITCViner Hand ITCViner Hand ITCViner Hand ITC
Zaph Humanist BT
Commercial Design Guidelines
57
SIGNAGE GUIDELINES
Town of Los Gatos
6
6.1.9 Use relatively slender type styles
Slender letter styles are encouraged over fat or block
styles to improve readability, and avoid a cumbersome
appearance. Some examples of readable letter styles
are shown in the side bar on the previous page.
6.2 WALL SIGNS
Wall signs are panels or individual letters mounted
flat against and parallel to a building wall or roof
fascia
6.2.1 Limit sign information
Generally, limit sign information to the business name.
Graphic logos, date of building construction, address,
and other elements may be allowed at the discretion
of the Town.
6.2.2 Place signs within a clean Signable Area
a) The Signable Area should:
• Be relatively flat
• Not contain doors or windows
• Not include projecting molding or trim
• Be in reasonable proportion to the overall facade
The Signable area should generally not exceed 15% of the
building facade
b) If a building does not have a good location for a
wall sign, use other allowed types such as awning, win-
dow, or projecting signs.
c) Sign dimensions and coverage within the Signable
Area should conform to Guideline 6.1.8
Signable Area
SIGN LETTER SIZE
The messages of effective signs need to
be easily read and understood by passing
motorists and pedestrians. A number of
factors including distance from the sign,
speed of travel, letter-to-background con-
trast, and the number and nature of
nearby competing signs contribute to the
“readability” of a sign.
The signage industry generally recognizes
a standard of 1 inch of letter height for
every 40 feet to 50 feet of viewing dis-
tance. This size factor may be increased
by up to 10% for higher speed streets
where businesses are strongly auto ori-
ented.
Maximum letter heights are included in
these guidelines for each sign type. In
some cases, the maximum letter height
may be too large for the surrounding en-
vironment and existing signs. In other spe-
cial circumstances, the maximum letter
size may not provide adequate business
signage.
For the purpose of evaluating appropri-
ate sign size, the Town will consider the
normal sign viewing distances, the gen-
eral nature of the street (e.g., width and
traffic speed), and the size of other ex-
isting signs in the area,
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February 22, 2022
Montebello Market Roof Sign Project Description and Letter of Justification
Project Description:
Install one new roof sign to read “Montebello” per the attached plans as the primary business sign
for the new Montebello Market located at 9 Montebello Way.
Letter of Justification:
Dear Planning Commission,
We are requesting approval of the Montebello Market roof sign as outlined in the staff report.
Montebello Market is unique in many ways and will be a new and exciting benefit to the residents,
businesses, and especially visitors to the downtown area. Due to the orientation of the building
where the project is located, we determined that a roof sign is most appropriate for the business.
We want to be able to easily attract customers and identify where the new market is located. From
the intersection of N. Santa Cruz Ave and Main St. this presents a challenge due to all of the trees in
Town Plaza blocking the visibility. The design, size, and scale of the sign from that viewing distance
has been recommended by our architect and sign manufacturer, to strike a balance between
visibility at a distance and appropriateness given the scale of the building and other surrounding
buildings. This is a first-class project and you can be assured the look, feel, and quality of this sign
will be top notch and appropriate for the downtown.
The Commercial Design Guidelines that discuss signage were written in 2005, 17 years ago. A
revision to this document has been discussed for many years now but is way down on the list for the
Town staff workplan, so it is unknown when it will be updated. It is very likely that an update to the
document, particularly regarding signage, would modernize the sizes and types of signs that would
be appropriate in various districts in Town as society evolves and Los Gatos needs to remain
competitive with commercial districts in other areas.
Until such time as the Commercial Design Guidelines and Town sign code can be updated, certain
proposed signs, such as ours, should be evaluated for what they are on a case-by-case basis.
Something proposed that may not conform to the previous guidelines could be a significant
improvement by today’s standards. A good example of this mentality is when the Town began to
approve “Wine Bars.” The table of uses had not contemplated that kind of use and they did not wait
until they changed the policies, ordinances, or code. The Town handled it for what it was on a case-
by-case basis. We now have several thriving wine bars that have benefited this community by that
type of reasoning. We would encourage taking a similar approach when making your decision.
Below we have outlined some points to consider when making your decision as well as support for
the necessary findings.
EXHIBIT 6
www.montebellomarket.com
Commercial Design Guidelines:
• Section 6.1.2 – Prohibited Sign Types - Roof-mounted Signs (except where other types of signage
cannot be effectively employed).
In this circumstance, we feel the roof sign is appropriate and there is no option for an alternate
sign type as outlined below.
• 6.1.3 – Maximum allowed sign area.
The proposed sign conforms to the guidance. Please pay particular attention to the reasonable
exception that was created for the auto dealerships:
• Signage compatibility with the scale and character of Los Gatos Boulevard.
If similarly applied, the proposed sign certainly meets the scale and character of the
surrounding area. The sign height is in fact lower than the “Le Boulanger” sign in the
immediately adjacent building.
• Signage sizes needed for readability from reasonable viewing distances
This is the critical issue for the proposed sign. We want to ensure it is readable from a
distance to draw customers through the park to an area that was previously unknown as
a market/food use.
• Limitation of text content to the minimum necessary to convey ownership and brand
recognition.
The text is limited to the business name “Montebello.”
• Compatibility of the signage and supporting structures to the architecture of the
dealership.
Our architect has designed the sign and font type to be compatible with the structure
and our branding.
Montebello Market and the proposed roof sign meet all of those objective standards if
similar logic is applied that was outlined for the auto dealers. We are a community service
that needs visibility from the intersection through the trees in Town Plaza.
www.montebellomarket.com
Town Code Section 29.10.125 states:
(8) Roof signs. Roof signs must:
a. Be erected only on a roof whose pitch is at least one (1) vertical to four (4) horizontal.
The roof in question is 90 degrees to the parapet.
b. Have a face no more than two (2) feet measured vertically.
The proposed sign is 18” vertically.
c. Be located so the face is parallel to the eave in front of the sign.
The proposed sign will run parallel to the eave.
d. Be set no more than eight (8) inches above the roof.
The sign will be installed 2” above the roof in a raceway.
e. Be designed and erected so that no part of its face is higher than either the peak or an elevation five
(5) feet above the eave in front of the sign.
The proposed sign is +/- 36” below the top of the parapet and +/- 20” from the eave.
f. Have architecture and site approval. Architecture and site approval may only be issued on the basis of
findings that a wall sign is not feasible because the wall of the building is set back beneath and obscured
by the porch or roof overhang which is an extension of and integral with the sloping roof of the building,
and that the sign cannot be suspended between posts or columns supporting the roof without
obstructing safe passage for pedestrians.
Installing the sign on the parapet is not feasible for other reasons than as outlined in item (f) above
(which seems unusually specific and restrictive), requiring an exception or accommodation. This is an
older building, and we are concerned with the ability to properly attach this amount of weight to the
parapet, as well as the ability of the attachment to remain in place permanently. We don’t know the
exact type of construction or what condition the interior of the parapet is in. However, through the
improvements that were recently done for the market, we opened up the inside of the lower roof
structure and verified the conditions are suitable to support the proposed sign and have prepared the
structure to accommodate it.
We would appreciate your taking a close look at what we are proposing and hope to apply some
reasonable decision making to approve the sign for all of the aforementioned reasons. We can’t
reiterate enough how critical this will be to identify this new and amazing amenity we are bringing to
Town. We are happy to answer any questions you may have.
www.montebellomarket.com
View from the intersection of N Santa Cruz Ave & Main St.
Thank you!
Jim Foley
David Cohen
Jason Farwell
Founding Partners
9 Montebello Way, Los Gatos, CA 95030
montebellomarket.com
1752 Junction Avenue Unit C
San Jose CA 95112
(408)971 - 6643
C45 License# 945852
design@sjpsigns.com
Page 01
Sign Types - Exterior Signage Quan 01
Montebello Market
PROJECT ID - 9fqzL5-122021
Fabrica talla y SJP Signs
9 Montebello Way
Los Gatos, CA
Version - v4Date - 03/04/2022
EXHIBIT 7
SCOPE OF WORK
Fabrication and installation of
Exterior Signs
based on Design Intent and
Drawings specified in the document.
9 Montebello Way
Los Gatos, CA
Page 02
Montebello Market
Shailendra
03/04/2022 v4
VISUAL DAYVIEW MOCKUP
STORE FRONT SIGN - FACE LIT Page 03
Scale - 1:25
Quantity - 01
9 Montebello Way
Los Gatos, CA
Montebello Market
1’-6”1’-8”
2”
27’- 7 3/4”3"
1’
2"
SIDE VIEW
( NTS)
FRONT VIEW
Note:3" deep Aluminum Channel letters
Deep blue day/night film on face of the letters
2” high & 4” deep Raceway
3" deep Aluminum Channel letters
2” high Raceway
(BLACK)
Proposed Signage area- 41.47 sqft
Shailendra
03/04/2022 v4
VISUAL DAYVIEW MOCKUP
STORE FRONT SIGN - FACE LIT Page 04
9 Montebello Way
Los Gatos, CA
Montebello Market11’ - 9 3/4”Shailendra
03/04/2022 v4
VISUAL NIGHTVIEW MOCKUP
STORE FRONT SIGN - FACE LIT Page 05
9 Montebello Way
Los Gatos, CA
Montebello Market
Shailendra
03/04/2022 v4
INSTALLATION DETAILS
STORE FRONT SIGN - FACE LIT Page 06
9 Montebello Way
Los Gatos, CA
Montebello Market
2” HIGH RACEWAY
(BLACK)
1’
Shailendra
03/04/2022 v4