You are on page 1of 86

M E M O R A N D U M

City of Thousand Oaks Thousand Oaks California

Community Development Department

TO Scott Mitnick City Manager

FROM John C Prescott Community Development Director

DATE April 12 2011

SUBJECT Study Session Replacement Auto Mall Identification Sign

RECOMMENDATION

Conduct Study Session regarding new design options for the proposed replacement
Auto Mall identification sign and provide comment and direction as appropriate

FINANCIAL IMPACT

No Additional Funding Requested Indirect costs associated with staff time preparing
this staff report and arranging the Study Session are included in the approved FY 2010
11 General Fund Budget

BACKGROUND

The Thousand Oaks Auto Mall is generally located between Thousand Oaks Boulevard
and the Ventura 101 Freeway and between Auto Mall Drive and Pierce Arrow Drive
The Auto Mall is within the boundaries of the Thousand Oaks Boulevard
Redevelopment Project Area Project Area Please refer to Attachment 1 Location
Map and 2 Aerial Photo

On November 17 2009 the City Council took a number of actions to begin the process
to improve street parking landscaping signage and pedestrian amenities at the Auto
Mall which included the formation of an Ad Hoc Citizens Auto Mall Advisory Committee
As part of the signage improvements the Auto Mall Association proposed constructing
a new freestanding identification sign to replace the existing sign adjacent to Auto Mall
Drive

The Advisory Committee met five times and reviewed approximately 20 different sign
design schemes in the process The Advisory Committee finalized its recommendations
on July 22 2010 and those recommendations were subsequently forwarded to the City
Council for their information On November 8 2010 the Planning Commission
recommended approval of the way finder signage parking and landscaping

21 Staff ReportCity Councilpz FILE ID


660
cdd MCA 200970433

Printed on recycled paper


Proposed Replacement Auto Mall Identification Sign
April 12 2011
Page 2

improvements 50 vote and recommended approval of the proposed Auto Mall


identification sign 32 vote but in consideration of further review by City Council of
proposed design and the Federal Highway Administration
s Commercial Electronic
Variable Message Sign Phase II Study

On December 14 2010 City Council approved plans and specifications for the Auto
Mall street widening parking and landscaping improvements project CI 5118 Two
community meetings were subsequently hosted by the Auto Mall Association at the Los
Robles Golf Course to solicit public comments on the identification sign These
meetings were held on January 26 2011 and February 10 2011

On February 22 2011 City Council held a Study Session to receive input and make
suggestions regarding the proposed sign design Additional background information is
contained in Attachment 6 the February 22 2011 staff report At the Study Session
the Auto Mall Association informed City Council of its decision to not pursue the original
design and the City Council was shown alternative concepts

After conducting the Study Session City Councilmembers provided comments and
s design size and content See Attachment 5 Minutes
guidance regarding the sign
from February 22 2011 Study Session

DISCUSSION ANALYSIS

Through multiple public meetings over an extended period of time the Auto Mall
Association considered an array of input from the Ad Hoc Citizens Committee
members of the public City staff Planning Commission and City Council As a result
the Auto Mall Association has made revisions to its earlier sign proposal incorporating
some of the recommendations provided at the community meetings and prior City
Council Study Session including a smaller sign that is more consistent with the size of
the existing sign a more artistic design solution and a smaller reader board that will be
limited to identification of dealerships and brands time temperature and website and
not advertise products pricing or services In addition the proposed sign would be
limited to identifying only businesses located within the Auto Mall area and would not
provide any other e g public service types of messages

An additional sign option was developed by another sign company Sign Masters and
submitted to the Auto Mall Association This unsolicited option was recently forwarded
to the City by the Auto Mall Association and is included in this report for comparative
purposes

The purpose of this Study Session is to provide an opportunity for the Auto Mall
Association to present both sign proposals and for City Council to ask questions and
provide additional feedback as well as for the public to comment on the subject

Printed on recycled paper


Proposed Replacement Auto Mali Identification Sign
April 12 2011
Page 3

New Auto Mall Identification Sign Options

The design developed by the Auto Mall Association is included in Attachment 3


labeled Option 1 and is the preferred design of the Association Attachment 3 also
includes a graphic size comparison between Option 1 and the existing sign The design
from Sign Masters is included in Attachment 4 labeled Option 2

Below is a comparison of the dimensions and design features of each option to those of
the existing sign and previous design concept Both options incorporate some of the
recommendations provided to the Auto Mall and include stone veneer a water feature
stucco walls or trim and a smaller reader board

Replacement Auto Mall Sign Comparison

Variable Existing Sign Previous Auto Option 1 Option 2 Sign


Mall Proposal Auto Mali Masters
November proposal proposal
2010
Overall 20 feet 35 feet 24 feet to top of 26 feet to top of
structure height sculptural trees sculptural
188 to top of trees approx
reader board 21 feet to top of
reader board
Overall 30 feet 36 11 37 6 to the 29 11 for
structure width outside water main sign
feature pool mass approx
34 4 to the 32 feet overall
water feature
Reader board 29 12 feet 88 8 feet
height
Reader board 9 feet 21 feet 18 feet 12 feet
width
Size of reader 25 s
f 252 s
f 156 s
f 96 s
f
board
Type of reader Monochromatic Full color LED Full color LED Full color LED
board lamps
Content of Time and Advertisement Identification of Identification of
reader board temperature of dealerships dealerships and dealerships
sales products brands time and brands
temperature time
website temperature
website
Materialscolors Offwhite Travertine like Tan stucco Tan and brown
stucco multi stone veneer ledgestone ledgestone
colored globe veneer veneer stucco
trim

Printed on recycled paper


Proposed Replacement Auto Mall Identification Sign
April 12 2011
Page 4

After this Study Session is concluded the Auto Mall Association plans to submit a final
design at a public hearing which has been scheduled for April 26 2011 At this hearing
City Council will be asked to consider the Municipal Code Amendment and Conceptual
Sign Design Resolution to establish the specific design criteria and approval process for
the proposed replacement sign

COUNCIL GOAL COMPLIANCE

Meets Council Goals E and H

E Provide and enhance essential infrastructure as City transitions from a growth


to a maintenance community to ensure that the goals and policies of the
Thousand Oaks General Plan are carried out and the City retains its role and
reputation as a leader in protecting the environment and preserving limited
natural resources

H Maintain a strong local employment base geared toward retaining high quality
businesses sustain a healthy business community and diversify the local
economy with a specific emphasis on small businesses and high
technologybiomedical jobs

Submitted by Prepared by

1X
4
2
7 1
John C Prescott Claudia Pedroso AIA LEED AP
Community Development Director Senior Planner

Attachments

1 Location Map
2 Aerial Photo
3 Option 1 Auto Mall Design Concept
4 Option 2 Sign Masters Design Concept
5 February 22 2011 Study Session Minutes Related to Auto Mall Identification
Sign
6 Staff Report February 22 2011 Study Session

46MCA 2009 70433City Councilpz FILE ID MCA 2009 70433


420
Cdd

Printed on recycled paper


ATTACHMENT 1

MCA 200970433
OTP 2010 70413
City of Thousand Oaks Auto Mall
Location Map

City of Thousand Oaks

0 150
NA
300
Feet
600
Community Development Department

Up rojecls09
mxd
70433
ATTACHMENT 2

MCA 200970433
OTP 2010 70413
City of Thousand Oaks Auto Mall

City of Thousand Oaks


Community Development Department

LJ Feet
I
0 150 300 600

wch ualprojects109
U mxd
70433aerial
0
40 t7 m w 00z0m 1
DRIVE Sign
AUTOML
0
F

Monumet Lrl

Iluminated Display
Face LED
10
View 8 1

Plan Scale
Double Color 0
1

Full 18
Propsed with Scale
SLOPE

WAL
FSPALCITE GARDEN

EXISTNG GRADE SEPARTION EXISTNG SWALE


Comparison
Sign

Propsed
New
U
cD

GftULIP
AUTO
tADIN LINCO
ATTACHMENT 5

MINUTES OF THE CITY COUNCILREDEVELOPMENT AGENCY


Thousand Oaks California 2 February 22 2011

6 PUBLIC COMMENTS

Louise Helliwell Thousand Oaks Chuck Cronin Thousand Oaks Richard Elsley
Thousand Oaks Debbie Gregory Thousand Oaks John Fonti Thousand Oaks
Carolyn Gulllot Thousand Oaks Todd Lundy Thousand Oaks Suzanne Duckett
Thousand Oaks

Written Statement Peggy Burns Newbury Park

7 CITY AND REDEVELOPMENT AGENCY CONSENT CALENDAR

See Exhibit A for Consent Calendar Listing


8 PUBLIC HEARINGS None

9 DEPARTMENT REPORTS None

14 CITY MANAGER

A State Budget Oral Report Update None provided

10 STUDY SESSION

A Thousand Oaks Auto Mall Identification Sign presented by Deputy Public Works
Director Spurgin Assistant City Manager Candis Hong and Auto Mall
Association Representatives Chris Shaver Susan Muratta and Scott Stanley
City Manager Mitnick Assistant to City Manager Powers and Community
Development Director Prescott responded to questions Debt and Investment
Analyst Adelman available for questions Additional information supplemental
packet

Speakers Exhibit B

Written Statements Exhibit C

Mayor Fox absent and Mayor Pro Tem Irwin presiding 9


45 p
m

Mayor Fox present and presiding 10


00 p
m

City Council recess 10


06 p
m reconvened 25
10 p
m
MINUTES OF THE CITY COUNCIUREDEVELOPMENT AGENCY
Thousand Oaks California 3 February 22 2011

10 STUDY SESSION Continued


City Council provided comment and direction to Auto Mall Association in the
following areas
Recognition of value of Auto Mall to community and need for appropriate
signage
Original sign design not in keeping with community values
Sign for identification not advertising
Consideration of smaller LED reader board with static display for brand
identification similar to and no larger than Civic Arts Plaza sign
Non electronic sign for identification including date time and temperature
Size of sign no greater than twenty 20 feet twentyfive 25 feet
Consistency with Scenic Highways Element of General Plan and Municipal
Code
Possible precedent setting aspect for other projects to request larger signs
with reader boards
Support for tasteful artistic sign without reader board
Difficulty saying no to reader board when others in existence in the City
Civic Arts Plaza some schools
Enhance Internet presence for Auto Mall identification and advertising

11 REDEVELOPMENT AGENCY
REPORTS None

12 COMMITTEECOMMISSION BOARD REPORTS None


13 COUNCIL ISSUES RECOMMENDATIONS None
14 CITY MANAGER Continued

Speaker Nick Quidwai Newbury Park


B Followup on requests from public None
C Announcements and upcoming issues City Manager Mitnick explained February
28 2011 through the first week of May Thousand Oaks Boulevard from Erbes
Road to Westlake Boulevard will undergo extensive rehabilitation project indicated
information available on City website and reviewed potential topics for next
regularly scheduled City Council Meeting March 8 2011
MINUTES OF THE CITY COUNCILREDEVELOPMENT AGENCY
Thousand Oaks California 13 February 22 2011

EXHIBIT B

Item 10
A
Thousand Oaks Auto Mall Identification Sign
Speakers

Ken Person Yucaipa questions only Tammie Helmuth Ventura pro


Billy Martin failed to appear Carolyn Guillot Thousand Oaks con
Rick Lemmo Thousand Oaks pro Tamara Campbell Westlake Village pro
Tom Cohen failed to appear Gary Raymond Thousand Oaks con
Tony Kourounis Westlake Village pro John Relle Thousand Oaks con
Kevin McCaffrey Thousand Oaks pro Nora Aidukus Thousand Oaks con
Mitchell Schwartz Newbury Park con James Aidukus failed to appear
Larry Carignan failed to appear Victor Paniagua Newbury Park con
Louis Goldman Newbury Park pro Mary Wiesbrock Agoura Hills can
Debbie Gregory Thousand Oaks con Nick Quidwai Newbury Park con
Jill Lederer Thousand Oaks pro Bob Charney failed to appear
Dave Tuttle Thousand Oaks pro Carol Keavney Newbury Park con
Robert Hodson Thousand Oaks con Kenneth Marks Thousand Oaks con
Scott Bailey Thousand Oaks pro Suzanne Duckett Thousand Oaks con
Richard Odom Thousand Oaks con Vadim Manzhos Newbury Park con
Joseph Pagano failed to appear Chuck Kuenstle Thousand Oaks con
Richard Hus Thousand Oaks con Ron Siegel Thousand Oaks con
John Font Thousand Oaks con Carol Tacceta Newbury Park con
Paul Norr Thousand Oaks con Diane Hawkins Newbury Park con
Richard Hilgenberg failed to appear Ken Bock Westlake con
Susan Engler Thousand Oaks pro
MINUTES OF THE CITY COUNCIL REDEVELOPMENT AGENCY
Thousand Oaks California 14 February 22 2011

EXHIBIT C

Item 10
A
Thousand Oaks Auto Mall Identification Sion

Written Statements pro

Len Akers Thousand Oaks Robert Hicks Newbury Park


Peza Alzadeh Thousand Oaks Julie Kobayashi Thousand Oaks
Arik Avaneszadeh Thousand Oaks David Krehbiel Thousand Oaks
Scott Bailey Thousand Oaks Eugene Levy Los Angeles
Haydee Bonlowski Los Angeles Paul Lez Westlake Village
Thomas Blakiston Thousand Oaks
Janice William Little Oak Park
Kelly Bolton Newbury Park Barbara Murray Thousand Oaks
Karen Brahham Simi Valley Dan Petty Oak Park
Mike Catania Thousand Oaks
Frank Doug Pasey Thousand Oaks
Larry Carignan Thousand Oaks George Rayol Thousand Oaks
Ken Christ Thousand Oaks Anna Richardson Ojai
Eloise Cohen Westlake Village Andrea Ross Thousand Oaks
Dave Coleman Tustin Harold Ross Thousand Oaks
Russ Cornwall Thousand Oaks CarolynChrisShaver Thousand Oaks
Rhonnie Curt Moorpark Rodney Sinclair Thousand Oaks
Samantha Dagny Simi Valley Jerry Smith Thousand Oaks
Mario Diaz Thousand Oaks Scott Stanley Newbury Park
Diane Dobson Simi Valley Ron Stransky Thousand Oaks
Chad Engle Oxnard Ernie Sumen Manhattan Beach
Gary Faga Thousand Oaks Robin Tempo Simi Valley
Eric Ford Camarillo Shibolet Thomas Newbury Park
Steven Geoffrion Newbury Park Felix Wang Newbury Park
Kenneth Greene Thousand Oaks Kris Yoakum Simi Valley
MINUTES OF THE CITY COUNCIL
REDEVELOPMENT AGENCY
Thousand Oaks California 15 February 22 2011

EXHIBIT C Continued

Written Statements con

CyndieKen Barbara Thousand Oaks Eric Leicht Thousand Oaks


Andrew Barbieri Thousand Oaks Marie Lindgren Thousand Oaks
P Barbieri Thousand Oaks Madison Long Thousand Oaks
Lynn Bertucci Thousand Oaks Ruth McGettgan Thousand Oaks
Alex Biston Thousand Oaks Donna Pasano Thousand Oaks
Peggy Burns Newbury Park Diana Philbrook Thousand Oaks
Ralph Cizmar Thousand Oaks Janet Rayala Westlake Village
CarlosPatricia Espinosa Thousand Oaks David Rohde Thousand Oaks
Marilyn Fiamerodo Newbury Park Joseph Scro Thousand Oaks
Tina Frugoli Thousand Oaks Mary Scully Thousand Oaks
Judy Galanter Thousand Oaks Della Spinelli Thousand Oaks
DanielFern Godden Thousand Oaks J Wanda Sutman Thousand Oaks
Valerie Goldstein Thousand Oaks Mark Taccetta Newbury Park
Gary Gregory Thousand Oaks Robert Vann Thousand Oaks
Geoffrey Hunter Malibu John Wahlrab Newbury Park
Kathy Jarvis Thousand Oaks Gerry Zucca Thousand Oaks
Jean Lambert Thousand Oaks Silcana Zucca Thousand Oaks

Written Statements other

Richard Just Newbury Park


Les Leach Thousand Oaks
Tom Ritch Thousand Oaks
ATTACHMENT 6

M E M O R A N D U M
City of Thousand Oaks Thousand Oaks California

Community Development
Public Works Departments

TO Scott Mitnick City Manager

FROM John C Prescott Community Development Director


Mark D Watkins Public Works Director

DATE February 22 2011

SUBJECT Study Session Thousand Oaks Auto Mall Identification Sign

RECOMMENDATION

Conduct Study Session regarding the proposed Auto Mall identification sign and
provide comment and direction to Auto Mall Association as appropriate
FINANCIAL IMPACT

No Additional Funding Requested Indirect costs associated with staff time preparing
this staff report and arranging the Study Session are included in the approved FY 2010
11 General Fund Budget

BACKGROUND

The Auto Mall is located within the boundaries of the Thousand Oaks Boulevard
Redevelopment Project Area Project Area Please refer to Attachments 1 Location
Map and 2 Aerial Photo Over the years individual auto dealers have contributed
s revitalization Considerable private investment has been made by
towards the area
the dealers and is demonstrated by a 92 percent increase in assessed property value
within the Auto Mall over the last 10 years
The Auto Mall is
The Auto Mall also plays a significant role in the local economy
projected to generate 1
3 million in gross tax increment to the Redevelopment Agency
Over the past 10
in Fiscal Year 201011 and employs more than 1
000 employees
years the Auto Mall has generated funding of over 8 million to the Project Area
Furthermore a significant portion of the City
s sales tax revenue is generated by the
Auto Mall Over the past 10 years citywide sales tax received from motor vehicle sales
and leasing accounts for approximately 28 percent of the City
s sales tax revenue and
has generated more than 70 million to the City
s general fund The City estimates that
90 percent of this revenue is generated by the Auto Mall or 25 percent of total sales tax
The Thousand Oaks Auto Mall Association represents all nine property owners and 25
vehicle brands within the Auto Mall For many years however onstreet parking at the
Auto Mall has been a concern for the Auto Mall Association surrounding businesses

DPW 340
CDD 420
70 461itsCouncl1
2011 Feb 22
auto mall 22211 study session rpt
Printed on recycled paper
Thousand Oaks Auto Mall Identification Sign Study Session
February 22 2011
Page 2

and residents and the City Staff has worked with the Auto Mall Association over the
past several years to improve parking conditions and make other enhancements to the
Auto Mall

In 2007 City Council adopted 10 Top Priorities one of which was to assist the Auto Mall
to develop a plan to resolve parking issues In addition City Council appropriated 2
million in Redevelopment Agency funds in the FY 200708 and 200809 Capital
Improvement Budget which has been carried forward to the current budget in order to
assist the auto dealers in their effort to improve parking and landscaping

On November 17 2009 the City Council took a number of actions to begin the process
to improve street parking landscaping signage and pedestrian amenities at the Auto
Mall These actions included

1
Approval of a conceptual design for street parking landscaping and way
finder signage improvements

2 Initiation of a Municipal Code Amendment to revise certain development


standards of the Highway and Arterial BusinessAuto Mall C2AM Zone
relating to setbacks landscaping and signage
3 Formation of an Ad Hoc Citizens Auto Mall Advisory Committee

On January 12 2010 City Council authorized the design of the Auto Mall parking
landscaping and wayfinder signage capital improvement project

Considering the significance of the improvements City Council formed the Ad Hoc
Citizens Auto Mall Advisory Committee Advisory Committee to review the proposed
improvements including a new identification sign and provide recommendations The
Advisory Committee met five times between February 11 and June 15 2010 to review
conceptual designs for the Auto Mall project Key features of the design that were
reviewed by the Advisory Committee included angled parking on Auto Mall Drive and
connector streets tree and plant landscaping palette landscaped finger planters
landscaped rotundas at intersections along Auto Mall Drive way finder signs and a
number of conceptual designs for a new Auto Mall identification sign with a LED reader
board The Advisory Committee provided its recommendations in a final report to City
Council on July 22 2010 see Attachment 3

On November 8 2010 the Planning Commission reviewed the Municipal Code


Amendment associated Oak Tree Permit and the conceptual design of a new 35foot
tall identification sign for the Auto Mall including the recommendations of the Advisory
Committee
The Planning Commission recommended approval of the parking
landscaping and way finder signage portions of the project by a 5 to 0 vote The
Commission also recommended approval of the conceptual design for the Auto Mall
identification sign by a 3 to 2 vote and further recommended that City Council consider
the Phase II portion of the Federal Highway Administration study on digital billboards

DPW 340
CDD 420
70 jtsCounc1l2011 Feb 22
46 auto mall 22211 study session rpt
216 11 version

Printed on recycled paper


Thousand Oaks Auto Mall Identification Sign Study Session
February 22 2011
Page 3

prior to acting on the final sign and to consider the sign


s design in regard to
consistency with the Scenic Highways Element of the General Plan
The City Council public hearing to consider all of the applications and the capital
improvement project was scheduled for December 14 2010 Prior to the meeting the
Auto Mall Association requested that the components relating to the identification sign
be removed from the agenda to enable further community participation and to
determine what size and type of sign would benefit the Auto Mall and the community
City Council agreed to delay the decision on the identification sign and proceeded to
approve the Mitigated Negative Declaration Oak Tree Permit finder
and Municipal Code
signage City
amendment relating to parking setbacks landscaping and way
Council also approved the plans and specifications for bidding the capital improvement
project parking landscaping enhancements and way finder signs The final design
includes widening of streets to accommodate angled parking including the area where
the existing Auto Mall identification sign is located and shows demolition of the existing
sign and replacing it with a new sign at approximately the same location
Since the December 14 2010 City Council meeting the Auto Mall Association has
conducted two public outreach meetings regarding the proposed new identification sign
The meetings were held at the Los Robles Greens meeting center on January 27 2011
and on February 10 2011 More than 100 people attended the first meeting and about
60 attended the second meeting A copy of the presentation made at the first meeting
is included in Attachment 4 Summaries of the comments received during the two
meetings are in Attachment 5

At the February 8 2011 Goal Setting meeting City Council directed staff to schedule a
City Council study session on the proposed Auto Mall identification sign
Subsequently at the February 10 2011 public outreach meeting a representative of the
Auto Mall Association stated that the design originally submitted for consideration had
been scrapped and that the Association would consider community input and be
submitting a different design for the sign
DISCUSSIONIANALYSIS

The existing Auto Mall identification sign will be removed in conjunction with the City
s
capital improvement project to allow for widening Auto Mall Drive for new angled
parking A new sign is proposed near the existing sign location
The Municipal Code Sign Ordinance Municipal Code section 94
2301 et seq
currently limits freestanding signs in commercial and industrial zones to a maximum of
six feet in height a maximum of eight feet in width and a maximum sign area of 32
square feet The Code also provides that a freestanding sign not meeting these
limitations may be approved by the Planning Commission City Council on appeal
through the processing of a Special Use Permit The existing Auto Mall identification
sign was approved in 1994 through this process

DPW 34070CDD 420


46fjtsCouncil2011 Feb 22
auto mall 22211 study session rpt
1611 version
2
Printed on recycled paper
Thousand Oaks Auto Mall Identification Sign Study Session
February 22 2011
Page 4

Instead of submitting a Special Use Permit for the proposed Auto Mall identification
sign staff drafted a new Municipal Code section 94
2309 which would establish
1
c
the parameters for administrative non discretionary approval of a new Auto Mall sign
within the C2AM Zone only The process for approval of a Municipal Code
amendment involves public hearing and recommendation by the Planning Commission
and public hearing and final decision by City Council which is actually more stringent
than the Special Use Permit process

If the conceptual design is approved the Auto Mall Association which would be
responsible for funding and building the sign would need to prepare final plans for
construction in conformance with the conceptual design approved by City Council

The original sign design presented at the Planning Commission and the first community
meeting is the same design that was recommended by the Citizens Advisory
Committee
A detailed evaluation of the original proposed identification sign is
contained in the staff report to the Planning Commission Attachment 6

Part of the Planning Commission


s recommendation to City Council was that it consider
the Phase II portion of the Federal Highway Administration study on digital billboards
prior to acting on the final sign and that City Council consider the sign
s consistency
with the Scenic Highways Element of the General Plan Staff had prepared the
following analysis of these two recommendations It reflects the analysis provided in the
December 14 2010 staff report but has been adjusted to acknowledge the fact that the
Auto Mall Association is no longer pursuing the design that was reviewed by the
Planning Commission and intends to propose a different design that is less physically
imposing than the previous design but does retain a LED reader board Staff considers
that the following analysis will most likely be applicable to any new design for the sign
a Federal Highway Administration
s Commercial Electronic Variable Message Sign
CEVMS Study Phase II

Numerous studies have been conducted on the safety of roadside digital


billboards and displays sponsored by both the outdoor advertising industry and
regulatory agencies Conclusions have varied from no apparent impact to driver
safety to concerns over heightened driver distraction

During 2008 the Federal Highway Administration FHWA conducted a Phase I


literature review study regarding the distraction potential of CEVMS and
recommended appropriate research methods and techniques for a second phase
study The Phase II study is currently in process FHWA has reported that the
field data collection portion of the study has been completed and a draft report is
under internal review
A final report is scheduled to be released in the coming
months no date certain is available The Phase II study involved participants
driving in instrumented test vehicles along 30 minute routes in Virginia and
Pennsylvania containing digital and standard billboards The instrumented test

DPW 34070CDD 420


JtsfCouncli2011 Feb 22
46 auto mall 22211 study sesslon rpt
216 11 version
Printed on recycled paper
Thousand Oaks Auto Mall Identification Sign Study Session
February 22 2011
Page 5

vehicles measure eye glances of the drivers permitting researchers to determine


the frequency of glances away from the roadway FHWA will analyze the results
of the field data to identify whether subsequent guidance regulatory changes or
suggested legislative proposals for CEVMS are needed
In the meantime the 2007 guidance issued by FHWA regarding CEVMS see
Attachment 7 should continue to be used by agencies to remain in compliance
with the federal Highway Beautification Act Staff recommends that the proposed
Auto Mall identification sign comply with the 2007 guidelines and that the project
incorporate any future applicable guidelines developed from the FHWA Phase II
study if published prior to issuance of a building permit for the sign
b Consistency with the Scenic Highways Element of the General Plan
The goal of the Scenic Highways Element of the General Plan is to identify
establish preserve and enhance a system of scenic highways within the City of
Thousand Oaks The scenic highways system includes certain streets as well
as the entire length of the 101 Freeway and State Highway 23 within City limits
The Scenic Highways Element identifies 10 policies such as preventing removal
of mature trees without proper consideration undergrounding utility lines and
providing rightofway landscaping whose purpose is to maintain the scenic
character of the highway corridor With regard to signage one policy states that
the City should Provide for the control of all onand offsite advertising signs
A new Auto Mall identification sign can be made to conform to the goals and
policies of the Scenic Highways Element through appropriate controls being
placed on the design and operation to avoid a significant impact on the scenic
character of the 101 Freeway In approving the existing 20 foot tall sign in 1994
City Council found that it was consistent with the Scenic Highways Element
A new Auto Mall identification sign would replace the existing sign adjacent to the
101 Freeway The new sign that was previously reviewed by the Citizens
Committee and the Planning Commission was proposed to be a maximum 35
feet high and 36 feet 11 inches wide and include a 12 foot by 21 foot full color
LED reader board CEVMS with natural stone materials and earth tone colors
on two support columns connected with a curved element on top A scaffolding
mockup was erected prior to the December 14 2010 City Council meeting to
show the proposed height and width of the sign as well as the size of the
proposed reader board That thenproposed identification sign was shorter than
most other auto mall signs located near freeways which are typically 55 feet or
See
more in height The Oxnard auto mall sign for example is 75 feet tall
Attachment 8 for examples of other signs

In compliance with the FHWA 2007 guidelines any proposed reader board will
not be animated or flashing and will include automatic dimming capabilities to

DPW 34070CDD 420


jtsCounc1l2011 Feb 22
46 auto mall 22211 study session rpt
21611 version
Printed on recycled paper
Thousand Oaks Auto Mall Identification Sign Study Session
February 22 2011
Page 6

adjust brightness as necessary Image dwell time should be eight seconds and
transition time one second As a point of comparison the dwell time for the
reader board on the Oxnard auto mall sign located adjacent to the 101 Freeway
is four seconds which is fairly typical of auto mall reader boards in other parts of
Southern California as well The image dwell time for the new Civic Arts Plaza
marquee reader board is approximately 8 seconds

The Auto Mall Association stated at the February 10 2011 public meeting that
the previously proposed 35 foot tall sign would be redesigned to be smaller and
more creative in design A smaller sign would have a negligible effect on views
of prominent ridgeline features from the 101 Freeway corridor The 26 foot tall
Caltrans changeable message sign Amber Alert which has a 7 foot by 26 foot
reader board is 800 feet in front of the existing Auto Mall sign

Advertising content for the reader board on the sign would be restricted only to
businesses located within the C
2 AM zone This would prevent the reader
board from being used to advertise businesses located outside the boundaries of
the Auto Mall overlay zone As so limited the proposed Auto Mall identification
sign would be consistent with the General Plan policy of not allowing billboards
The reader board could however be used to provide a variety of advertising
content related to Auto Mall businesses such as new models yearend
clearances specific cars for sale price and financing information services
available etc The Auto Mall Association intends to use it to display such content
related to the businesses there

Concerns expressed during the two community meetings regarding the proposed new
Auto Mall sign can be summarized as follows

1 Sign is unnecessary
2 Sign is too large
3 Sign will be unsafe
4 Digital display will be too bright and flashy
5 Will set precedent for more signs
6 Distracts from scenic corridor
7 City should not be funding the sign

A number of questions have been raised by citizens about the proposed identification
sign Attachment 9 includes a list of these questions and answers prepared by staff
After receiving input from the public during previous Planning Commission and City
Council meetings from the two public outreach meetings and from this study session
the Auto Mall Association intends to revise its proposed identification sign design and
return to City Council for further consideration and action at a future public hearing
However the Auto Mall Association asserts that a new larger identification sign with
LED digital display can be operated in a safe manner and is needed to remain
competitive and continue to promote business at the various dealerships especially
DPW 340 70CDD 420
2011 Feb 22
Counci1
46rts auto mall 22211 study session rpt216
11 version
Printed on recycled paper
Thousand Oaks Auto Mall Identification Sign Study Session
February 22 2011
Page 7

those without freeway visibility Additional information on sign safety and business
necessity will be presented by the Auto Mall Association at the study session
Several digital reader board type signs exist in the Thousand Oaks and nearby
communities These include the new 4 foot by 17 foot digital LED marquee sign at the
Civic Arts Plaza a 3 foot by 6 foot LED sign near the 101 Freeway for Oaks Christian
The last
in Thousand Oaks
School and digitalLED signs at all three high schools
remaining static billboard along the 101 Freeway in Thousand Oaks is located adjacent
to the Nordic Nursery near Ventu Park Road This billboard is 12 feet by 24 feet and
the sign is approximately 32 feet high See Attachment 10 for photos of these signs
Conclusion

The purpose of the Study Session is to allow presentation of information about the Auto
Mall identification signage needs and to hear comments from the community about this
type of signage City Council may also wish to provide its feedback
After the Study Session is concluded Staff expects the Auto Mall Association to submit
a different proposal for the identification sign and then a public hearing can be set to
consider the portion of the Ordinance dealing with the identification sign and the new
conceptual design of the sign which were taken off agenda December 14
COUNCIL GOAL COMPLIANCE

Meets Council Goals E and H

E Provide and enhance essential infrastructure as City transitions from a growth


to a maintenance community to ensure that the goals and policies of the
Thousand Oaks General Plan are carried out and the City retains its role and
reputation as a leader in protecting the environment and preserving limited
natural resources

H Maintain a strong local employment base geared toward retaining high quality
businesses sustain a healthy business community and diversify and the local
economy with a specific emphasis on small businesses high
technologybiomedical jobs

Submitted by Prepared by

Claudia Pedroso AIA P


Prescott
Senior Planner
unity Development Director

DPW 34070CDD 420


jtslCouncil2011 Feb 22
46 auto mall 22211 study session rpt
216 11 version
Printed en recycled paper
Thousand Oaks Auto Mall Identification Sign Study Session
February 22 2011
Page 8

Mark 1 Watkins l sit


y T purgin
f3 1503
Public Works Director Deputy Public Works Director
Attachments

1 Location Map Attachment not included


2 Aerial Photograph Attachment not included
3 Ad Hoc Citizens Advisory Committee report
4
Presentation made at January 27 2011 public outreach meeting
5
Summaries of comments received at public outreach meetings
6 November 8 2010 Planning Commission Staff Report
7 2007 Federal Highway Administration digital sign guidelines
8 Identification signs from other auto malls
9 Questions submitted by citizens and staff answers
10 Photos of digital signs and billboard in Thousand Oaks area

DPW 34070CDD 420


tsCounci1
46 2011 Feb 22
auto mall 22211 study session rpt
216 11 version

Printed on recycled paper


ATTACHMENT 3
to City Council Report of
February 22 2011

Auto Mall Ad Hoc Citizens Advisory Committee Report


City of Thousand Oaks
PUBLIC WORKS DEPARTMENT
MARK D WATKINS DIRECTOR

THOUSAND OAKS AUTO MALL STREET PARKING PROJECT


AD HOC CITIZENS ADVISORY COMMITTEE

RECOMMENDATIONS TO CITY COUNCIL


July 22 2010
1 Background

Insufficient parking for Thousand Oaks Auto Mall employees and customers has
long been an issue Onsite parking requirements are not met at most
dealerships due to limited space caused by increasing inventory requirements
imposed by auto manufacturers over the years

On November 17 2009 City Council approved a conceptual design for street


parking improvements in the Auto Mall and the formation of an Ad Hoc Citizens
Auto Mall Advisory Committee The selected design alternative will provide 364
additional spaces within existing street rights ofway at an estimated cost of 5
8
million and includes widening of all City streets in the Auto Mall with 60degree
angled parking stalls There are about 600 existing street parking spaces in the
Auto Mall area
Auto
About three quarters of the project cost will be funded by the
Mall Association through Community Facilities District property
assessments The project improvements will be designed and constructed as a
City capital improvement project C15118
The Citizens Committee includes 21 representatives from homeowner
associations area businesses the Auto Mall Association and other interested
residents see Attachment 1 The purpose of the Committee was to provide
broad community input on design features for the project
2 Committee meetings

Five meetings of the Citizens Committee were held February 11 February 25


March 18 April 15 and June 15 2010 On average about 14 Committee
members attended the meetings along with a number of City staff and a few
members of the general public Meeting agendas and summary notes were
posted on the City
s website

2100 Thousand Oaks Boulevard Thousand Oaks California 913622903 805 4492400 FAX 805 4492475
Printed on recycled paper
Thousand Oaks Auto Mall harking Project
Citizens Advisory Committee Report
July 22 2010
Page 2

3 Scope of project review

The Committee
s review focused on design features for the project including
pedestrian amenities landscaping upgrades way findingdirectional signs and a
new freeway monument sign

4 Recommendations for parking and street modifications


The Committee recommends constructing angled parking within existing City
Raised
streets by reducing landscape setback areas from 10 feet to 4 feet
pedestrian crosswalks at the intersections to reduce speed are recommended
Rather than mid block speed humps the use of scored concrete or pavers
similar to a rumble strip is suggested the Committee acknowledges that this
treatment may not be as effective in slowing speeds If speed is not slowed
speed humps could be retrofitted at later date It is noted that this type of
treatment was used in the recent Oaks Mall expansion project

5 Recommendations for landscaping improvements

The Committee recommends landscaping improvements as shown in the


conceptual plans Attachment 2 including
a Meandering pedestrian walkways
b Use of different pavements
c Benches at intersections
d Drought tolerant landscaping
e Graffiti resistant coating on all retaining walls

On the dealer maintained areas adjacent to the new sidewalks the Committee
recommends that the auto dealers be given the option to use artificial turf on a
limited basis as a water conservation strategy The height of the screening wall
along the 101 Freeway should not block visibility to existing dealerships
Since the current street lights will be relocated with the street widening new LED
lights that use less energy and provide more Tight should be used With the new
brighter street lights and existing dealer lights additional lighting is not
recommended

6 Recommendations for directional signage

Due to Caltrans restrictions additional directional signs for the Auto Mall on the
101 Freeway are not possible Additional directional signs to the Auto Mall within
locations
City streets are recommended at the following
Thousand Oaks Auto Mall narking Project
Citizens Advisory Committee Report
July 22 2010
Page 3

a Hampshire Road ramps off the 101 Freeway


b Thousand Oaks Blvd and Hampshire Road intersection
c Thousand Oaks Blvd median adjacent to the Auto Mall

Way finding signs should be installed on existing sign or other poles where
possible

New way finder signs within the Auto Mall are recommended for the end of the
side streets at Auto Mall Drive Placement should avoid signs being blocked by
parked cars The Committee recommends poletype or low monumenttype
directional signs similar to those used at The Oaks Mall see Attachment 3 for
examples To the extent possible the new way finder signs should match the
design theme of the new freeway monument sign
7
Recommendations for freeway monument sign

The Committee also reviewed studies and Auto Mall sales data confirming the
need for a more visible freeway monument sign Further since the construction
of the existing freeway sign in 1996 Caltrans has erected a changeable
message sign Amber Alert sign that blocks views of the smaller Auto Mall sign
The Committee reviewed a number of studies on driver safety with respect to
roadside reader board signs To address safety concerns the sign should follow
Federal Highway Administration Guidelines for Off Premise Changeable
Message Signs see Attachment 4

Recommended design elements for a new freeway monument sign include


a Sign lettering to be Thousand Oaks upperlower case and Auto Mall
small caps font
b Curved elements twocolumn design
c
Use of solar panels to power backlit lettering
d Landscaping and meandering wall to soften sign appearance
e No City or community event advertising
f
Location of new sign along freeway same as existing sign
g Maximum sign height of 35 feet same as adjacent building height
measured from Auto Mall Drive pavement surface
h Use of stonegrout lines similar to that used at The Lakes samples should
be presented to the Planning Commission
i 12foot by 25 foot full color LED reader board
j 24 hour operation auto dimming to 0
3 foot candles above ambient light
k 8 second image dwell time 1 second change time
I
No animated flashing or scrolling messages
Thousand Oaks Auto Mall narking Project
Citizens Advisory Committee Report
July 22 2010
Page 4

Attachment 5 shows the recommended conceptual design for a new Auto Mall
freeway monument sign The Auto Mall Association would be the applicant for a
Special Use Permit for the new freeway sign
8 Recommendations for zoning code changes

Recommendations for changes to the existing C2AM zoning code include


reducing landscape setbacks oak tree replacements fewer street trees allowing
onstreet angled parking allowing for directional signage and a larger freeway
monument sign See Attachment 6 for additional code amendment details

Submitted by
l
ZIA Louis oldsman Co Chair
Ody Lai it

Prepared by

Attachments
1 Ad Hoc Citizens Advisory Committee Roster
2 Conceptual Landscaping Plans
3 Sample Directional Signage
4 FHWA Highway Sign Guidelines
5 Conceptual Freeway Monument Sign
6 Proposed Code Amendments

DPW 330 00jtsAuto Mall Ad Hoc Citizens Cmte report


Attachment 1
City Council Report
THOUSAND OAKS AUTO MALL Of
STREET PARKING PROJECT CI 5118 July 22 2010
AD HOC CITIZENS ADVISORY COMMITTEE

NAME ORGANIZATION
Committee Members

Barry Lundvall Westlake North HOA


Cathy Schutz Westlake Joint Board
Dan Overton Business Roundtable

Deny Bloom TO Boulevard Association


Jim Friedl Conejo Rec Park District
Joe Santoro Braemar Gardens HOA
John LaRocca Chamber of Commerce
Judy Lazar Former City Council Member
Karen Branham TO Auto Mall Association
Kathy Perkinson Dos Vientos East HOA
Kevin Vincent Dos Vientos East HOA

Larry Horner Former City Council Member


Louis Goldsman Dos Vientos West HOA
Mark Wolfe
Rancho Conejo HOA
Mike Chopp Foxmore HOA
Nick Quidwai resident

Rickie Whitman Westlake Hills HOA


Ryan Van Ommeran California Lutheran University
Scott Stanley TO Auto Mall Association
Susan Murata TO Auto Mall Association
Tom Oswalt Consulting Architect
City Staff
Claudia Pedroso Senior Planner

Gary Wartik Economic Development Mgr


Jay Spurgin Deputy Public Works Director
Jane Adelmann Finance Analyst
John Adams Finance Director
Jon Shepherd Planning Division Manager

2100 Thousand Oaks Boulevard Thousand Oaks California 91362 2903 805 449 2400 FAX 805 4492475
I a Printed on recyckd paper
Attachment 2

City Council Report


CONCEPTUAL LANDSCAPING PLANS Of
8 pages July 22 2010
mew sown r a FIM ek
nsa
Wyarmw me
semis
A e m a

rmicPnew04O
F

anomrmtrmwl
ma
05Pen1sa4b
ew RY
40 r 10201 planed

amorn4Aa rLg1wftvmpewrmso
O

Inc
r

IORIM a SWAG II1

aerwd ums
rAm Newman Group AM1 P
sA MILIS SMIUM
rer
e M RoTI5R1PGEON
i

ir
s unwmco 41931 L r
5s etTH
14 MaIm
orske Mon
NY E0 Design wuorn
5m1a
MO abOon Al wawa i3
0r1
PALET
IUNT
r
Sim s
1Nu0
w
oar Tema
wan
en
om Maate 0451omags wre aKe
w n
e

EASre1G mama

6N0 i
Ida

5 SIGN
c

DPwuso

w14eny
N74 lFRyN1
Mme
PR
LL
M

4TP I
nr7iW
F
MONUET CONEPT
E oiaus
JU
m

54
1484f iLP3WseHoY
r
uvr
awe

ixsac5
rf
Sams

PAL
vnx
FEWAY
1la650 L
501

ABOVE
DEPT
c

64M

MOKUENT
3b
L
23Jto
S

CA
i
Pc426n
n
UUIF M9603
11

rs1
t7iiEea
i

LNEwM
Yeici ii
i

ifl I1
Ja
Ss

s4tiw
erst
St
i

bP yL

y560r
a1 i
t4
i

yIlt4ri7Yf
ai 5664
4T
E

i
Pte
aLaP

9FO5F Orr WST


141604
1315 14r
t

0
5
ti7

T
6kac4t srteAo
7FA pEsio
i
M

F l

Mk
M

w
wR
41 f
n
m
m
osa
i

SgDrir DATE
SIGN

MONUET 1
TYPICAL DRIVE
GRADE AREA
PILASTER AUTONML
SIGN 6

6
x

FINSHED PLANTIG
MONUET
0
1

TYPICAL
WAL SCALE 18

W
ON

WAL VEN R
PER

COMPATED GRADE FOTING STRUCTUR


GARDEN
SIDES UE

GARDEN STONE BOTH


S

SLOPE

A
1
FACE
WAL
SPLIT GARDEN

TXVM
PER
ENGI R
FOTING STRUC AL

SWALE
SECTION
SIGN
PARKING
1GATEf0l6U

RETAING TYPICAL
CAP
ENGI R 10

WAL SCALE
PER
114
GRADE AREA
FOTING STRUC AL
FACE STONE FILL
SPLIT WI
FINSHED PLANTIG
0

WALK
5

TAN WAL

36

r
z
TYPICAL
COMPATED SUBGRADE SCREN
WAL
ON

VINES

y
SLOPE RETAING
REMAIN PLANTIGS
RHAPIOLES
104
t

41FIT
Do
TATE

SHRUBS ENGI R
RAIL SCALE
114

TYPICAL
FLOWERING
I

IRON
PER
GRADE AREA
VARIOUS FINSHED PLANTIG WALK
FILL
56
FOTING STRUC AL
OR
TYPICAL
COMPATED SUBGRAE CABLE
W
RAIL CAP WAL
RETAING STONE VINES
IRON

WAL
ON
OR Wi

CAEL SFPALCITE WAL


TAN

RETAING
SLOPE

REMAIN PLANTIGS
CG14c
PARKWY ALkioc
PARKWY
EXISTNG PROSED MAL
AUTO
OAKS
ISLANDS
PARKWY
r2

PARKWY
THOUSAND
EXISTNG
GRAS VINE
DAYLI HAWTORN
INDIAN
OAT
BLUE
TRUMPET
RED

SEWR
HYBRID INDICA
BUCINATOR
HEMROCALIS RHAPIOLES HELICTOTRICHON
DISTC

MAL
IVY
GARLIC DWARF
SOCIETY BOST N
WHELRS
D

NADI
VIOLACE
TULBAGHI
TOBIRA
PITOSRUM
MPARTHENOCISS
ATERIL AUTO
TRICUSPDA

LAVENDR
FLAX ROSE
GAZNIA
PLANT OAKS
ZEALND CARPET
FRENCH

PROSED THOUSAND
NEW

DENTA TENAX DWARF SPP


SPP
LAVNDU PHORMIU ROSA GAZNI
NILE
DAYLI THE JASMINE LIP IA
OF
LILY

JASMINODE
km
Nawn Grow
e
L

Dawn M

Somers
rotundilba
styracflu SgMraanmdgifnluooelia
Liqudambr
MAL
caleryna chsne is AUTO
Pistaci
Pyrus
OAKS
place

THOUSAND
in

left
or

indica Transpl t
ilex

Lagerstomia Quercs
Attachment 3
Citizens Advisory Committee Report
SAMPLE DIRECTIONAL SIGNAGE July 22 2010

MUV1CO PARKING t
jCPENNry
ATTACHMENT 4
to City Council Report of
February 22 2011

Presentation Made at

January 26 2011 Public Outreach Meeting


Community Meeting Meeting Objectives
January 26 2011
1 Provide project information
Proposed Auto Mall Monument Sign
2 Receive public input and comments
Thousand Oaks Auto Mall Association
Susan Murata Followup meeting scheduled for
hursday February
1
10 2011 6
00 p
m same location
Scott Stanley

City of Thousand Oaks


lay Spurgin City Engineer

Meeting Agenda www toaks o rg automall


1 Welcome Ground Rules Contains

Frequently Asked Questions


1I Presentation
Ad Hoc Citizens Advisory Committee report
Pr icxt hist
in Planning Commission and City Council reports
Design L nncepts Pnipused signs Relevant studies and reports

III Break Out SessionComment Cards

Auto Mall Project


1 Existing spaces insufficient for employees and
customers

2 Dated and tired appearance of Auto Mall streets


landscaping and freeway sign
rstingsign installed 111 179
1 E

3 Need for way finder signage pedestrian amenities

Auto Mall
Auto Mall Project Project Progress
Approved by City Council on December 14 2010 2007 Top Ten City Council Priority
Landscaping improvements
Way Finder signage Redevelopment Agency RDA funding allocated for
project in FY 200709 CIP budget
Street parking improvements
Additnn rrf 194 new parking spaces
Partnership between Auto Mall Association and City
shared design costs 2008 to 2010
Still to be considered

Proposed freeway monument sign Preliminary design completed 2009

Project Progress Project Progress


November 2009 City Council approved preliminary
project design November 2010 Planning Commission approved
January 2010 City Council approved final design project environmental report and entitlements
contract
d hl split vote of new monument sign
Apprrn
February to May 2010 Citizen Advisory Committee
russ of cumin unit
f
sectnm
December 2010 City Council approved project for
nnnnunity input on prnlect design bidding delayed action on proposed monument sign
Reurmmendatr to tr City Council pending further public outreach

Who We Are Thousand Oaks Auto Mall

Local Residents 54 acres 9 property owners


Large Employer originally developed In 1960s started vi ith 3
Charitable Donors dealerships now 25 brands
1
2 5 milli i to sdbrx
l partnership pru
un
r Approx 1
000 employees 2008
Contributed 8 million to Redevelopment Agency in
last 10 years
Generated 77 million 28 City sales tax revenue
auto business sector over the past 10 years

Auto Mall
Dealership Reinvestment Public Concerns

Sign is unnecessarY
Sign is tou large
Sign will be unsafe
Digital displas will he too bright and flashy
Precedent fur more signs
Distract learn scenic corridor

City should nol be funding the sign

Sign Design Concepts


Over 211 alternatiy e sign design cuncepis reviewed bY
kdvisor3 Committee

1IV10
31

and itleks

Iv

Auto Mall
1 M111
4 11 N 1
1

111 AM M11

HOME OF WORM
S LARGEST

AUTO MALL

II

Nr TO Ah U 1O imp r ON r r kr VI MALI NIDNI MI N I WM

Auto Mall
Al TO K1111 r NT k
orv ITT 5

tri THOUSAND OAKS AUTO MALL

25

15

111
7
011ti1iiiti

1111111M8111

amersommix
2
omma
ok
wommumosimo
moinvierimiesi
MMMM um
11111111111S Mil

THOUSAND OAKS AUTO MALL

25
Thouorand Oaks Auto Mall r

15

Auto Mall
Sign Recommended by Citizen
s
Advisory Committee

At r

75 high with 12 x 25 LED and Tri


view Displays

Auto Mall
Existing Ii Ventura
f0000 to Pp Jilr
N
1 rtl St
211 Ilnlp
tl
Isl
ll

9i high ssjilt 24 x i LED Di plxv

101 Frl
cw ON INCar Vern II Park

24 liillbonrd

1 SIt114 11i 1 iigi

Hermit sign approved in 1991


211 tall h ill wide
Electronic hnsu
sl it i 9
I nun rLi I srml
11 i
m

lhs ncci and maintained hl uln Tall kssocia ion

AMU Mall will pav IIIII of nevi in cnsls

Auto Mall
Proposed Auto Mall Sign
35 tall 36 hide

Curved elements and pilasters


ttrthiune colors and stone veneer
I

Landscaping and meandering Nulls

City or Thousand oaks 44

Proposed Landscaping and Sign


Proposed Auto Mall Sign
Reader hoard 11 high x 21 wide
No animation scrolling or Flashing
8 second dwell time 1 second change time
C tin nnb pruxide commercial messages for businesses
within C M 1 lone

No non commercial messages

Ging of Thouand LLka 45

Existing to Proposed Comparison Auto 11lall 1lnpro ellul


uts from NB
101 Freeway
m

NNll pl dlih

Auto Mall
Proposed Auto Mall Sign from SB 101
Proposed Auto Mall Sign from NB
Freeway
101 Freeway

rI
1

Need for New Sign Will New Sign Set Precedent


Existing sign Is being removed For street
landscaping
project
Replace wirh currc
it modem technuingyv Proposed municipal code amendment is specific to on13
the Auto Mall zone
Small Business Association study
15 to 150 sale increase Existing sign approved in 1993 did not result in
additional signs in Thousand Oaks
Over 60 of all sales are to non Thousand Oaks
residents

Not all dealerships visible from freeway

Safety Studies Driver Distraction

2009 Tantala Associates study Sign concept is consistent with current Federal
Reviewed 611
1100 accidents in Uhio Highway Administration FF1WA design criteria
iewai 15
Ret 1100 accidents in Not for No oitnation

No increase in accidents after 1


Mlis installed No scrolling
2009 Veridian Group study N 11 atihtng
Advertising industry studio no problem
5 second dux ell now 1 sc and change time
Government studies concern
Aut d
mttniug in acowdancc with ambient light
Recommended Brightness Levels for On Premise EMCs

Auto Mall
FHWA Studies

Federal Highway Administration FHWA studies on


freeway digital signs and driver distraction
2008 Phasc I swill Literature re icw rccmmnleruled
additumal field level study
2011 Phase 11 atudv Dat
t acjuisni m driver
dtstracfvm mat ire dify existing giudclincs rer
release date not rain

Recommend incorporating new guidelines into project


conditions

Closing Remarks Breakout Comment Cards


Appreciate public input
Three locations For comments and suggestions
Want to add to scenic corridor tiipn sire and massing
Sign archttccturc and cnhtr
Proud to be part of the community Reader beard c
ntcrn and cr ti m

Value Thousand Oaks as home and place of business Comment Cards

Auto Mall
Next Steps Contact Information

Review and summarize comments and suggestions Susan Murata Sllverstar Automotive Group
5115371 5412

Provide response to comments and present alternative


sign design
s at next meeting Scott Stanley Thousand Oaks Ilonda
Acura
Ku5 171
5515

Next meeting Thursday Feb 10 6 pm same location


Jay Spurgin City of Thousand Oaks City Engineer
Posting on City web page SII5 4492444

s power point
Tonight r tg
rks
lrrr
IspurOn
Summar of commrnts and stimusnrrnh

Auto Mall
ATTACHMENT 5
to City Council Report of
February 22 2011

Summaries of Comments Received


at Public Outreach Meetings
Thousand Oaks Auto Mall Community Meeting 11
26 Comment Card Summary
1

Attendance approximately 130 including City staff


Signed In 100 residents signed in
Cards 59 comment cards submitted

Responses are grouped by common concern suggestion There were a total of 59 comment cards
submitted A single comment card can raise more than one concernsuggestion which is why the
number of tallies below exceeds the number of cards submitted

Common ConcernSuggestion Number of Comments


1 No LED reader board 23
2 Maximum Height 20 max use current size 18

3 Too largeshould be smaller 17


4 Sign not needed no sign at all 9

5 Meet current sign codes


6 Support current design
7 Support parking and landscaping improvements
8 Keep current signuse same design
9 Like current datetime display
10 Approving new sign will result in more along 101 corridor
11 Reader board distracting have safety concerns
12 25 maximum
13 Bought cars at Auto Mall
14 Reader board at 8 seconds dwell time is ok
15 Aesthetics unattractive
16 Allow public comments at meetings
17 Will iot buy from Auto Mall if new sign is built
18 New sign will not help sales
19 Oppose new sign
20 Dealers should provide parking for employees
21 Internet advertising is better
22 t oppose new sign
Don
23 27 28 maximum
24 Use Redevelopment Agency money elsewhere
25 30 maximum no columns less boxy
26 Restrict LED messages
27 Sign should be placed on private property
28 Proposed sign blocks scenic views
29 Use multiple smaller signs for each dealership
30 Wayfinder signs not necessary
31 Walt for FHWA phase II study release
32 Formally survey residents and meeting attendees
Thousand Oaks Auto Mall Community Meeting 11
26
1 Questions Comments Raised

1 Small Business Administration study of 2001 does not say that signage increases business 15 to
150 Skeptical that signage would actually increase revenues

2 The Oaks Mall doesn


t have a sign and employs more people than the Auto Mall Why should
the Auto Mall be the only one to have a sign

3 How many of the 394 new spaces will be occupied by Auto Mall employees

4 Auto Mall sales tax pays for all the services we enjoy as Thousand Oaks residents

5 Auto Mall proponents are in favor of the sign because they don
t live here

6 LED readerboard destroys natural surroundings Massing of sign blocks views of the hills The
Santa Monica Mountains is the gateway to Thousand Oaks not the Auto Mall sign

7 Concerns about how much the City paid towards landscaping costs

8 Why can
t I put a sign for my business next to the freeway Why should Auto Mall have special
treatment and be the only business allowed to erect a sign

9 Suggestion Keep the height of the sign to 25 or make the proposed design slightly shorter
Asked for more civility from group

10 I prefer there not be a sign at all However if there has to be a sign it should be a different kind
of sign There should be a creative approach to it smallerartistic style Make it a community
sign and advertise community events on it

11 Wait for FHWA study to come out Consult Michigan Scenic Highways study

12 Doesn
t believe Auto Mall should get a sign while no one else does

13 Ralphs and Sears both have parking with landscaping that they had to finance on their own Why
should the Auto Mall improvements receive public funds The money from the RDA to finance
the streetlandscaping improvements allowed the Auto Mall to pay for the sign on their own
So essentially the RDA is paying for the sign as well There should be no sign or the new sign
should be the same size as the existing

14 Thousand Oaks Auto Mall only accounts for 25 of sales tax What about the other 75
15 You didn
t have a sign in 2010 yet sales increased by 15 from 2009 How were you able to do
that

16 Auto Mall has gone through the process Applauds Auto Mall for trying to engage the public and
all the background work with Ad Hoc Committee

17 Request that sign be redone without LED readerboard Use landscaping to bring attention to the
Auto Mall not signage Residents are ok with a digital readerboard along the busy boulevard but
not along a scenic highway

18 Describes technology of LED signs and explains that people with glasses have a hard time
reading LED lights Encourages Auto Mall to research other technologies that are softer on the
eyes especially for people with glasses

19 Concerns of encroachment onto CalTrans rightofway and creekbed Wants legal opinion from
City about precedent setting can other signs be stopped once this one goes up

20 Ad Hoc Committee not a true cross section of residents 17 of the Ad Hoc Committee members
were affiliated with Auto Mall or City in some way

21 Do a survey with a real cross section of residents Predicts upwards of 95 of residents are
against the sign

22 If this sign goes up we have no way of keeping other signs from going up Concerned about
equal protection of the law

23 Explains why crowd is angry Auto Mall wants to add to scenic corridor but is proposing ugly
sign

24 Upset that Al Adam


s reappointment was not approved by City Council He openly spoke out
against the sign and is now being penalized by the City Council for doing so Friend in advertising
says that physical signs are not good forms of advertising anymore

25 If you were to go back to 1993 you would find that similar questions were raised Believes that
generally people are in favor of the street and landscaping improvements 90 of all concerns
would have been eliminated if Auto Mall had just provided factual information from the start
Thinks that new sign should remain the same size but the main question will be whether or not
it will house an LED readerboard

26 Larry Horner Former Thousand Oaks Mayor and Councilmember


Met with Auto Mall Association President during the 1980
s Discussed that Auto Mall needs to
demonstrate the need for a sign not just to City Council but to residents as well Auto Mall
Association President stated that neighboring auto malls to the North and South all have
signage and Thousand Oaks needs sign to stay competitive

City Council is intelligent and very aware of residents concerns The Auto Mall has been a very
good neighbor Rather than complain let the City and Auto Mall know what you want to see
changed Your comment card is your communication tool

The final decision will not please everybody The personal attacks have to stop Asking someone
their profession is inappropriate Put your thoughts on the card

27 Auto Mall is largest contributor to the City Council campaigns City Council owes them a favor
now

28 Linda Parks

Concerned about LED and size of the sign Thanked everyone for coming and voicing concern

29 Citizenry is being overlooked by City Council and Auto Mall Process for civic engagement is a
sham

30 Doesn
t think sign will increase sales No conclusive evidence

31 It
s impossible to get somebody new on City Council
Auto Mall Monument Sign Community Meeting 2 11
10
2
Comment Card Summary

Signed In 62 Nearly half were not present at first meeting


Comment Cards 26

Speaker Cards 23

Responses are grouped by common concernsuggestion There were a total of 26 comment cards
submitted A single comment card can raise more than one concern suggestion which is why the
number of tallies below exceeds the number of cards submitted

Number of

Common ConcernSuggestion Comments

1 No LED reader board 11

2 Meet current sign codes 7

3 New sign should be same size as existing 6


4 New sign will not help sales 3

S Use landscaping to draw attention to Auto Mali 3


6 Too largeshould be smaller 2

7 Sign not needed no sign at all 1


2
8 Support parking and landscaping improvements
9 Reader board distracting have safety concerns 2
1
10 Keep current signuse same design
1
11 Approving new sign will result in more along 101 corridor
12 Dealers should advertise in other ways 1
1
13 Use Redevelopment Agency money elsewhere
1
14 Position of sign in current design should be reconsidered
Auto Mall Monument Sign Community Meeting 2 11
10
2
Summary of Speaker Comments

1 Carpet Tyme
s sign was once out of compliance with the Municipal Code until the City notified
them of non compliance Feels that approving the Auto Mall sign will not only set a precedent
but City will not be able to legally block other businesses from erecting signs

2 Louis Goldsman Co Chair Citizens Ad Hoc Committee


Committee anticipated that sign would be the biggest challenge in completing the project
Encourages residents to voice opinion in a format that is efficient and can be understood by the
City Council Committee was comprised mostly of HOA presidents and was not bought or sold
by any entity The Committee read all the relevant data much of which appears on the City
website and made decisions based on the information available to them Aesthetics is not the
only issue

3 Against increased size and LED readerboard only Complained of names being redacted from
first meeting
s comment cards for view by public Believes redaction of names was to prevent
opponents of the sign from being able to contact people of like minded thinking Provided
statistics from first meeting
s comment cards
90 don
t want an increase in size

70 don
t want LED readerboard
5 or less ok with proposed sign

4 Auto Mall has been a good corporate citizen in Thousand Oaks Does not like the 60 and 90 foot
signs in Oxnard and Ventura but believes 35 feet is acceptable The economy is already stacked
the Auto Mall and we should be supportive of any efforts they take to increase sales All the
trouble the Auto Mall has gone through to hold the meeting shows they want input The fact
that they have scrapped the proposed design is proof that they are listening

5 Agrees with previous speaker in that Auto Mall has been a good corporate citizen Emphasizes
that Auto Mall sales make possible many of the services we enjoy as residents

6 Does not believe that the Committee members were a true representation of the community
Thousand Oaks is unique in their stance against signage and should remain that way Teen
drivers would be most susceptible to being distracted by the sign Believes that the term small
and vocal group is not an accurate description of the Auto Mall Sign opponents Reality is that
there is a much larger group that is also against the sign Suggests that Auto Mall should draft a
survey written by opponents and proponents of the monument sign
7 t understand why we fail to support 28 of the sales tax base We all want Thousand
Doesn
Oaks to provide the services we depend on fire police etc however we have to understand
where that money comes from

8 Provided a series of acronyms of what LED light emitting diode might otherwise stand for Not
opposed to a different kind of sign but an LED is out of the question

9 Questions diversity of Committee members and the objectiveness of Councilmembers who are
affiliated with Auto Mall Claims that Auto Mall Association is really just Silver Star who runs
half of the Auto Mall pushing the entire train Believes signs of this sort pose a real danger
Does not want Thousand Oaks to become Tacky Oaks

10 Questions the validity of signage sales data Signage only increases sales for businesses that are
off the beaten path

11 Draw attention to the Auto Mall with better landscaping Spell out Mercedes with colorful
flowers Don
t cheapen it with tacky signs

12 Meeting reminiscent of first City Council meeting when residents told Mayor Fiore of things they
did not want to see rather than telling City Council of the things they did want to see Suggests
that Auto Mall should project an image onto the monument sign that only displays at night

13 We spent decades taking signs down one by one and the Auto Mall Monument Sign is a step
backwards New sign is acceptable if it stays the same size

14 Encourages residents to attend next year


s City Council goal setting session Mentioned that the
Mayor said he heard the same complaints about the existing sign when it was being proposed in
1994 Believes the voices of the people who make the effort to be at the meeting should be
weighted heavier Auto Mall would be better served by putting their advertising dollars in other
areas television internet radio

15 Ad Hoc Citizens Committee reported that 35 is acceptable because that is the height of the
adjacent buildings However the buildings are set back away from the freeway and do not
appear to be large when driving on the 101 Freeway A 35 tall monument sign that is up against
the 101 Freeway will appear much larger than a building of the same height set back from the
Freeway Approval of the sign should not be payback for being good corporate citizens Being a
good corporate citizen is expected of them The Auto Mall should draw attention to their
dealerships with impressive landscaping The monument sign should be smaller contain no LED
readerboard and be surrounded with colorful flowers

16 Asked two questions of staff and Auto Mall


1 Who owns the property along 101 where the existing sign currently sits
2 Will Toyota be able to advertise on the sign
Readerboard is the main problem and it poses a danger especially on foggy nights Competitive
prices draw customers not signage Suggests that new sign should be classy and of the
appropriate size

17 In the age of internet shopping and best deal comparisons customer service is what draws
people and keeps them coming back not a monument sign

18 Economy not the lack of an LED sign is responsible for slow sales at the Auto Mall the last few
years Whether the LED sign is installed or not sales will probably improve in the future because
of an improving economy

19 What business in America does not have the right to compete Thousand Oaks is competing
with every other municipality for sales tax dollars The 101 freeway is not a scenic corridor it
sa
freeway Simply generating a large portion of the City
s sales tax does not mean they get
everything they want but it does give them opportunity to be listened to If this project is
rejected we should all be prepared to take a dip in the service levels and quality of life we enjoy
as residents The same hysteria surrounded the proposal of the existing sign in 1994 Allow
business to do business

20 60 foot Oxnard sign is more justified because the Oxnard dealerships are not visible from the
101 Freeway Noted a misstatement in the Citzens Ad Hoc Committee Report Proposed sign
35 high because CalTrans CEVMS blocks view of it otherwise Replacement of existing sign is
acceptable as long as it
s the same size and does not contain and LED readerboard Believes
most everyone is in favor of the parking and landscaping improvements

21 Afraid of sign setting a precedent Congratulated fellow attendees of persistence of letters in


opposition to the sign Although the 101 Freeway is not the Grand Canyon it still is a scenic
corridor in comparison to the Freeways in urban Los Angeles

22 Upset about the way things have been forced upon resident by Auto Mall and City Council
Believes that City behaves like the Auto Mall is the only taxpayer in town Thinks that the
community meetings are sham and City Council and Auto Mall will proceed with design that was
proposed originally

23 Wait for release of FHWA Phase II study regarding driver distraction and LED boards Report is
due sometime during 2011 City Council should wait until the report is released and make a
decision based on those findings Believes community meetings have been helpful
ATTACHMENT 6
to City Council Report of
February 22 2011

November 8 2010 Planning Commission Staff Report


M E M O R A N D U M
City of Thousand Oaks Thousand Oaks California
Community Development Department

Meeting of November 8 2010


TO Planning Commission

FROM
Community Development Department
SUBJECT MCA 2009 70433
OTP 2010 70413

APPLICANT MCA 2009 70433 City of Thousand Oaks


OTP 2010 70413 Auto Mall Association
City of Thousand Oaks
DATE COMPLETE MCA 2009 70433 November 25 2009
OTP 201070413 September 9 2010

PROJECT PLANNERS Claudia Pedroso Senior Planner


Jon Shepherd Planning Division Manager
REQUEST

This proposal involves one legislative action and one entitlement application
MCA 2009 70433 To consider an amendment to the Municipal Code for the Auto Mall
Overlay Zone C2AM to revise existing design standards and
criteria for parking signage and landscaping including provisions
to allow a 35 high Auto Mall monument sign with a reader board
OTP 2010 70413
To consider removal of seven oak trees transplant of 14 oak trees
and encroachment into the protected zone of 23 oak trees
RECOMMENDATION

That the Planning Commission recommend to the City Council approval of the following
1 Mitigated Negative Declaration MND No 281 and Mitigation Monitoring Plan
2 MCA 200970433 as set forth in the attached Ordinance and OTP 201070413
subject to the attached conditions and
3 the conceptual design for the monument identification sign adjacent to US
Highway 101 as depicted in the Exhibit labeled Auto Mall Sign

66021 Slaff ReportPlanning Cmsn


cdd pz FILE ID
MCA 200970433
Printed on recycled paper
MCA 200970433 and OTP 200970413 Auto Mall Project
November 8 2010
Page 2

All based upon the following findings


FINDINGS FOR RECOMMENDING APPROVAL OF MCA 2009
70433
1 The amendment is consistent with all elements goals and policies of the
Thousand Oaks General Plan including the General Plan goal to develop
appropriate additional tools enabling commercial industrial and residential
development to flourish in an efficient and compatible manner In particular the
proposed parking landscape setbacks and signage changes will improve the
efficiency and viability the C2AM Auto Mall Overlay Mall zone
2 Mitigated Negative Declaration No 281 reflects the independent judgment of the
City of Thousand Oaks and that on the basis of the Initial Study and any
comments received it is found that with mitigation there is no substantial
evidence that the project will have a significant effect on the environment
3 Mitigation measures identified in Mitigated Negative Declaration No 281 are
provided as recommended conditions of approval and are fully enforceable
through fees permit conditions agreements or other measures
FINDINGS FOR RECOMMENDING APPROVAL OF OTP 2010
70413
1 The granting of this permit is necessary to allow the construction of angled
parking landscaping and street improvements at the Auto Mall
2 The approval of this request will not be contrary to or in conflict with the purpose
and intent of the Oak Tree Ordinance

3 Conditions imposed upon this permit will ensure compliance with the Oak Tree
Preservation and Protection Guidelines Resolution No 201014

4 The requested trees to be transplanted are not likely to result in a decline in the
health of the oak trees

5 Mitigated Negative Declaration No 281 reflects the independent judgment of the


City of Thousand Oaks and that on the basis of the Initial Study and any
comments received it is found that with mitigation there is no substantial
evidence that the project will have a significant effect on the environment
6 Mitigation measures identified in Mitigated Negative Declaration No 281 are
provided as recommended conditions of approval and are fully enforceable
through fees permit conditions agreements or other measures

edd
66021 Staff ReportPlanning Cmsn
pz FILE ID MCA 2009 70433
Printed on recycled paper
MCA 2009 70433 and OTP 2009 70413 Auto Mall Project
November 8 2010
Page 3

FINDINGS FOR RECOMMENDING APPROVAL OF CONCEPTUAL DESIGN OF


NEW AUTO MALL IDENTIFICATION MONUMENT SIGN
1
The conceptual design of the sign is consistent with the Scenic Highways
Element of the General Plan and the Freeway Corridor Design Guidelines
Resolution 91 172
2 The conceptual design of the sign is consistent with the Thousand Oaks
Municipal Code as proposed to be amended through MCA 2009 70433
3
MCA 200970433 if adopted will provide appropriate design and operational
parameters and standards for the sign

ENVIRONMENTAL REVIEW

A Mitigated Negative Declaration No 281 has been prepared and is provided under
separate cover for review by the Planning Commission On the basis of the Initial
Study it is found that although the proposed project may have some potentially
significant effects on the environment these effects can be mitigated to an insignificant
level as described in the MND and in accordance with CEQA Guidelines Section 15070
The MND mitigation measures which are incorporated in the project in the form of
suggested conditions and or design revisions to the submitted plans are recommended
The applicant has agreed in writing to these mitigation measures as required by CEQA
in order to approve the MND The Mitigated Negative Declaration must be approved
before rendering a decision on the applications
BACKGROUND

The C2AM Highway and Arterial BusinessAuto Mall Zone commonly known as the
Auto Mall Overlay Zone was established by the City in 1993 in order to encourage
the grouping of auto dealers and related uses and to develop appropriate standards for
such uses As a corollary action the City Council rezoned the area depicted on the
location map from C
2 to C2AM

For a number of years the property owners and the City have wanted to improve
parking conditions and make other enhancements to the Auto Mall As a means to
achieve such improvements the property owners within the Auto Mall have formed a
Community Facilities District CFD to essentially assess themselves for costs related to
the project and the City
s Redevelopment Agency has budgeted 000
000 to assist
2
with certain public improvements needed for the project The Auto Mall is within the
s Thousand Oaks Boulevard Redevelopment Project Area
City
On November 17 2009 the City Council took a number of actions in furtherance of this
project to improve street parking landscaping signage and pedestrian amenities at the
Auto Mall See Attachment 2 These actions include

66021 S0ff Report Planning Cmsn


cdd pz FILE ID MCA 200970433
Printed on recycled paper
MCA 200970433 and OTP 2009 70413 Auto Mall Project
November 8 2010
Page 4

1 Approval of a conceptual design for street parking improvements The selected


design would add 364 angled parking spaces within the existing rightsofway
and widen streets to accommodate the additional parking spaces

2 Initiation of a Municipal Code Amendment to revise development standards of


the Highway and Arterial BusinessAuto Mall C2AM Zone Revised
development standards would address area requirements for additional parking
improved way findingdirectional signage landscape modifications and an
updated monument sign along the Ventura Freeway U S Highway 101
3 Formation of an Ad Hoc Citizens Auto Mall Advisory Committee composed of
representatives from homeowners associations area businesses the Auto Mall
Association and other interested residents

The conceptual design was reviewed by the Advisory Committee at five meetings
between February 11 and June 15 2010 Staff of the Public Works and Community
Development Departments was present at these meetings as were the Civil Engineer
and Landscape Architect for the project The Advisory Committee provided its
recommendations to City Council on July 22 2010 see Attachment 3

Over the course of design refinement and Advisory Committee meetings the initial
concept evolved into a master plan project where all of the individual built
components would match in materials and colors and along with a cohesive tree and
plant landscaping palette would create a unique and attractive design theme for the
Auto Mall Key features of the design include angled parking on Auto Mall Drive and all
connector streets landscaped finger planters landscaped rotundas at intersections
along Auto Mall Drive a new 35 high Auto Mall monument sign with reader board and
way finder signs

EVALUATION

Municipal Code Amendment MCA 2009 70433

The proposed Municipal Code Amendment includes changes to some of the


development standards for the C2AM Zone which changes are necessary to allow
implementation of the physical design of the project The ordinance to make these
changes is attached Attachment 1 The ordinance is formatted to show changes in
existing Code language by underline for added text and by trikethrough for deleted
text

Table 1 on the next page below summarizes these changes

66021 staff ReportPlanning Cmsn


cdd pz FILE ID MCA 2009 70433
Printed on recycled paper
MCA 2009 7043 and OTP 200970413 Auto Mall Project
November 8 2010
Page 5

Table 1 Proposed Development Standards


q lik f4S ru y ey J i iti iilicilfwi
w
i a 1
w YS F 3X 7 i4
ti q
h
Pi arti 2 i S
l
S ieh
17i
iS 4 i4
i h in g2 h Sy y4
4ri
yxi5
iyil
Ti i
iac
3
e
l
h
x
c y C i iie x41
1 f
i
xh
r

aeC nphh
1Pf
ST au ih S i4
4
S
wy
4
3y4
3 i YT
or e T
ti
SitieS T
4
h
l
S
S
e
x
r
h
4
4
U 1 i5i
c
i
i 0
vSiir
ti4
nr i
r
Vti
lT
i
I4 S e
U 1 x44Eh i 4
hyy
x

h ivey i
i
ii
Pxh Sy a
xi
n
u
4
4i hT1y
h
4
5 4 S 4 xn
e
h
Fk Ihq
sl
SSiui5 4 Ff7

Parking 4b
s 406 and c Allow parking angle to be defined by City
3
Engineer and not limited to only a 45 degree
angle A 60 degree angle is proposed for the
Auto Mall project
Front yard
side 94
1303
f Reduce front yard setbacks from 20 to 14 and
Landscape Setbacks side yard setbacks from 10 to 4 in the C2
AM
zone

Landscaping Adjacent 94
2404
2
e Reduce landscaping adjacent to streets at front
to Streets of property from 20 to 14 and all other areas
from 10 to 4 in the C
AM zone
2
Identification Sign 94
2308
1
c Adopt specific development standards for an
Auto Mall identification monument sign along
S Highway 101
U
Way finder Signs 94
2308
2
c Define and allow way finder signs within the C
AM zone
2

Parking

Currently there are about 600 on street parking spaces at the Auto Mail and
approximately 300 off street spaces This project will add approximately 364 parking
spaces for a total of 964 resulting in a 60 increase in onstreet parking Most of the
Auto Mall streets will be widened in order to allow for 60degree angled parking on both
sides of the streets The exception is at the north end of Auto Mall Drive just south of
Thousand Oaks Boulevard where the parking will remain parallel parking due to site
constraints

Finger planters are being proposed at a ratio of about one planter per ten parking
spaces as well as at the edges of the existing driveways that lead into the dealerships
The finger planters will have trees shrubs andor groundcover within them

Currently the Municipal Code allows the City Engineer to permit onstreet angled
parking however it must be constructed at a 45 degree parking only Section 43 406
is proposed to be modified to allow for the prescribed angle of the parking spaces to be
determined by the City Engineer For this project Staff is recommending a 60 degree
parking space angle This was conceptually approved by the City Council on November
17 2009

Landscape Setbacks

In order to widen the streets and provide for angled parking proper circulation
sidewalks and landscape amenities the project needs to extend beyond the existing
rightofways onto private property by about six feet

66O211SIaff Report
cdd Planning Cmsn
pz FILE ID MCA 2009
70433
Printed on recycled paper
MCA 200970433 and OTP 200970413 Auto Mall Project
November 8 2010
Page 6

Current C2AM development standards require a twenty 20 foot front yard as well as
a twenty 20 foot landscaped setback at the front of the property and a ten 10 foot
landscaped setback along the sides of the property With an encroachment of six feet
onto private properties the landscaped setbacks would be reduced to fourteen 14 feet
at the front and four 4 feet along the sides Sections 94 1303 and 94
f 2404
2
e
need to be changed to allow these reductions in the landscaped front and side yard
setbacks in the C2AM Zone

Staff believes the reduced landscaped setback and landscaping adjacent to streets is
acceptable because

1 It will enable additional parking spaces to help relieve the current lack of
available spaces at the Auto Mali

2 The remaining landscape areas will still provide a reasonable amount of


landscaping

3 New finger planters within the angled parking areas at a ratio of about one per
ten spaces will provide additional landscaping that will partially offset the
reduction in landscape setback area

4 Landscaped planters at the five rotundas on Auto Mall Drive will add landscaped
areas over and above what exists today

Trees

Currently there is no obvious tree pattern or theme within the project area More recent
projects such as the BMW and Mercedes dealerships on Auto Mall Drive have utilized
Liquidambar as the principal tree within the landscape setback areas Overall however
there are 20 different tree species found within the project area with no clearly
discernible pattern on any of the streets Overall there are 190 trees currently within
the project area

The proposed landscape concept seeks to establish a more consistent tree theme at
the Auto Mall based on the following design principles

1 Liquidambar trees of a variety without the spiky round seed pod will be the
dominant tree species on Auto Mall Drive This attractive and deciduous tree is
already planted in a number of locations on Auto Mall Drive and allows
reasonable visibility of the Auto Mall from the Freeway Trees would be planted
or transplanted to each of the finger planters on the north side of Auto Mall Drive
in order to create one row of trees along the street Trees would not be planted
in the finger planters on the side of Auto Mall Drive adjacent to the Freeway in
order to avoid a double row of trees that would tend to obscure some of the Auto
Mall

66021 Staff Report Planning Cmsnpz FILE Io MCA 2009 70433


cdd
Printed on recycled paper
MCA 200970433 and OTP 200970413 Auto Mall Project
November 8 2010
Page 7

2 Chinese pistache will be the dominant tree species on streets that connect to
Auto Mall Drive Marmon Auburn Cord and Pierce Arrow Avenues This tree is
also deciduous with leaves that turn red in the fall

3 Crepe myrtles will be planted at the north end of the connector streets to add
accent color

4 Arbutus marina or Crepe myrtles will be planted at the biofiltration planters near
the rotundas grouped in pairs

5
Oak trees will be transplanted to the larger landscape planters at the rotunda on
Auto Mall Drive two per rotunda to serve as accent trees consistent with
recommendations of the Advisory Committee

Using these design principles as a starting point specific tree locations were selected
based on planter space size and the number of existing trees in adjacent parking areas
and their quality rather than being placed as if required by Code Some dealerships
for example already have many trees on site which would make it inappropriate to add
more trees to adjacent planters A sample of the type of trees and tree locations can
be shown on exhibit labeled Landscape Concept dated November 3 2010

The City
s Road Standards adopted by City Council Resolution 2003
59 recommends
street trees be planted at a ratio of one tree every 40 to 60 of frontage the proposed
project provides trees at every 90 on average The Resolution does allow the
Department Directors to approve design deviations Therefore a Code amendment is
not required in order to allow a greater spacing The project as designed is acceptable
to both the Community Development Director and the Public Works Director

Overall the project would result in the removal of 63 existing trees within the project
area and the planting of approximately 104 new trees resulting in a net increase of 41
trees New shrubs and groundcover will augment the additional trees Photos of
proposed trees and other plant material are provided in Attachment 3

Monument Identification Sign along the Ventura Freeway U


S 101

The existing twenty 20 foot high monument identification sign was approved in 1994
by the Planning Commission and City Council via a Special Use Permit application
The current sign is outdated and is partially blocked by the newer Caltrans Amber Alert
sign One of the significant changes that the automobile dealers would like to make is
to replace the existing sign with a new one The Advisory Committee reviewed a
number of sign alternatives prepared and presented by the Auto Mall Association and
their consultants After extensive review the Committee recommended a conceptual
design see exhibit labeled Auto Mall Sign dated November 3 2010 as well as
specific design criteria that followed Federal Highway Administration guidelines

66021 SIaff ReportPlanning Cmsn


cdd pz FILE ID MCA 2009 70433
Printed on recycled paper
MCA 2009 70433 and OTP 200970413 Auto Mail Project
November 8 2010
Page 8

The new Auto Mall identification monument sign would replace the existing sign that is
along the 101 Freeway The new sign is proposed to be approximately 35 high and 40
wide and include a 12 by 25 full color LED reader board Natural stone materials and
earth tone colors are to be used on two support columns connected with a curved
element on top as seen in The reader board will not be animated and it will be in
operation 24 hours a day with automatic dimming capabilities to adjust brightness as
necessary

The proposed sign is about 42 larger than the existing sign and it does not exceed
the height of other structures within the Auto Mall nor will it significantly obstruct views
of prominent ridgeline features from the Freeway corridor Therefore the proposed sign
is consistent with the Scenic Highway Element of the City
s General Plan which
identifies the Ventura Freeway as a scenic highway The sign also complies with the
intent of the Freeway Corridor Design Guidelines although it is not a building For
instance the proposed sign complements the architecture of nearby buildings and does
not impose a visual impact on the landscape Criteria that were considered during
development of the sign concept included factors such as letter design colors overall
sign area in proportion to setbacks illumination and sign area in proportion to structure
all of which are criteria for signage identified in the Freeway Corridor Design Guidelines
The Sign Ordinance Section 9423001 et seq of the Municipal Code requires
Planning Commission review and approval of a Special Use Permit SUP for any
freestanding monument sign that does not meet the standards set forth in that
ordinance Since this sign is unique only to the Auto Mall and such sign would not be
considered in any other zone a Code amendment is the proper avenue for establishing
design criteria that could adequately regulate such a sign The design criteria include
items such as design concept materials landscaping features maximum height and
reader board criteria

As proposed in the MCA ordinance Part 4 proposed Code section 94


2308 a
1
c
single Auto Mall identification monument sign could be approved without hearing and
notice by the Community Development Director but only if its design was consistent
with the conceptual design presented with this report and it met the design
requirements included in the Ordinance
Staff recommends that the Planning Commission review and recommend to the City
Council approval of the conceptual design for the monument identification sign
Way finder Signs

Way finder signs are defined as signs that provide direction to a destination Way
finding signage provides valuable information at optimal decision points helping users
find their way through the built and natural environment They do not incorporate
advertising

66021 Staff Report


cdd Planning Cmsnpz FILE ID MCA 2009 70433
Printed on recycled paper
MCA 200970433 and OTP 200970413 Auto Mall Project
November 8 2010
Page 9

Due to the unique nature of the Auto Mall with numerous side streets way finder signs
are proposed within the public right of way only for directional purposes to guide
customers to specific auto dealerships and not for advertisements These signs are
proposed to be either monument signs or pole mounted signs Since no specific
designs have been firmed up Staff is recommending that the design and location be
reviewed through a Special Use Permit application In Part 4 proposed Code section
94
2308 the ordinance provides design guidance and an administrative special
2
c
use perrnit process for review of the way finder signs with conforming changes to Sec
94
2310 Part 5 and 94
2804 Part 7

The signs are intended to help customers find the different dealerships throughout the
Auto Mall They are planned for locations at the intersections of Auburn Pierce Arrow
Cord and Marmon Avenues and Thousand Oaks Boulevard to the north and Auto Mall
Drive to the south and on the median on Thousand Oaks Boulevard

Highway directional signs to Auto Mall Drive green with white letters are currently
located on the Ventura Freeway and on Westlake Boulevard Additional signs are
planned for the Hampshire Road offramp and at the intersection of Thousand Oaks
Boulevard and Hampshire Road

Attachment 3 shows proposed ordinance changes and the existing C2AM zoning
ordinance is included as Attachment 4

OTP 2010 70413

There are 61 oak trees within the project area all of which were planted as part of past
landscape projects and therefore are not indigenous to the site Most of these are coast
live oaks Quercus agrifolia with a few cork oaks blue oaks and valley oaks
Additional oak trees are located outside the project area such as along Thousand Oaks
Boulevard and on the interior of the auto dealerships Table 2 summarizes oak trees on
site by proposed action

Tabie 2 Proposed Oak Tree Disposition


c NNN
4NE tiii
ilrs
n
r
i
3r
rA se
i 47
6 1
yiEai
E E
1
auy
ys
7r ia
Ss
n
l
E
s y
Y

Preserve in place no encroachments 17

Preserve in place with encroachments 23

Transplant to Auto Mall Drive rotundas 7

Transplant to offsite locations 7

Remove and mitigate offsite 7

Total 61

c dd
66021 staff Report Planning Cmsnlpz FILE ID MCA 200970433
Printed on recycled paper
MCA 200970433 and OTP 200970413 Auto Mall Project
November 8 2010
Page 10

Of the seven 7 removals two 2 trees are dead three 3 are not good candidates for
transplant and the other two 2 trees No 86 and 148 are recommended to be removed
instead of transplanted due to their small size Seven 7 of the fourteen 14
transplants are proposed at the rotundas along Auto Mall Drive two 2 per rotunda
There is already one 1 existing oak tree at the northwest corner of Auto Mall Drive and
Auburn Avenue It should be noted that oak tree No 153 was previously removed and
conditioned under OTP 2007 70470

The Advisory Committee recommended keeping some of the oak trees within the
project area and that they should be used along Auto Mall Drive The rotundas provide
a large enough planter area for these oaks and also provide for the oaks to become
accent trees along Auto Mall Drive

Encroachments within the protected zones of oak trees are required due to street
widening for the angled parking Condition No 6 of the Oak Tree Permit ensures that
other oak trees remain protected during project construction

John Innes the City


s Landscape consultant has reviewed the Oak Tree Report and
Oak Tree Location map submitted by Lee Newman
s office dated August 18 2010 and
agrees with most of the recommendations except that Mr Innes recommends oak trees
No 86 and No 148 be removed as mentioned before and that tree No 41 is added to
the list of trees with encroachment

No Municipal Code amendment is required for this part of the project since the Code
allows for offsite replacements of oak trees that are removed and or transplanted
CONCLUSION

The proposed project will help relieve an existing shortage of parking spaces at the Auto
Mall In addition the proposed angled parking with landscape planters decorative
walls new identification monument sign way finder signs upgraded landscaping
pedestrian features and tree theme will enhance the overall functionality and
attractiveness of the Auto Mall

Submitted by Prepared by
7 2

Mark A Towne AICP Claudia Pedroso AIA LEED AP


Senior Planner
Deputy DirectorCity Planner

11
grlanning
nathon F Shepherd
Division Manager

660211Staff Report
cdd Planning Cmsn
pz FILE ID MCA 2009
70433

Printed on recycled paper


MCA 2009 70433 and OTP 200970413 Auto Mall Project
November 8 2010
Page 11

Attachments

1 Proposed Ordinance Strike throughunderline version


2 November 17 2009 Staff Report to City Council Without
3 July 22 2010 Advisory Committee Recommendations Attachments
4 Municipal Code Text of C2AM Zone
5 Correspondence

66021 Staff ReportPlanning Cmsnpz FILE ID MCA 2009


cdd 70433

Printed on recycled paper


ATTACHMENT 7
to City Council Report of
February 22 2011

2007 Federal Highway Administration Digital Sign Guidelines

Printed on recycled paper


ink US
11 6 Arnord
Sir iea
Federal RIg hway Palo ttstrallori FHWA Home I Feedback

Real Estate FHWA HEP Really Outdoor Advertising

Memorandum
U Department of Transportation
S
Federal Highway Administration
Subject INFORMATION Guidance On Off Premise Changeable Message Signs Date September 25
2007

ORIGINAL SIGNET BY Gloria M Shepherd


From Gloria M Shepherd Reply to HEPR20
Associate Administrator for
Planning Environment and Realty
To Division Administrators
ATTN Division Really Professionals

Purpose

The purpose of this memorandum is to provide guidance to Division Realty Professionals concerning off premises
changeable message signs adjacent to routes subject to requirements for effective control under the Highway
Beautification Act HBA codified at 23 U G 131 Itclarifies the application of the Federal Highway Administration
S
FHWA July 17 1996 memorandum on this subject This office may provide further guidance in the future as a
result of additional information received through safety research stakeholder input and other sources

Pursuant to 23 CFR 750 705 a State DOT is required to obtain the FHWA Division approval of any changes to its
laws regulations and procedures to implement the requirements of its outdoor advertising control program A State
DOT should request and the Division offices should provide a determination as to whether the State should allow
off premises changeable Electronic Variable Message Signs CEVMS adjacent to controlled routes as required b
our delegation of responsibilities under 23 CFR 750
j The Divisions that already have formally approved
705
CEVMS use on HBA controlled routes as well as those that have not yet issued a decision should reevaluate
their position in Tight of the following considerations The decision of the Division should be based upon a review
and approval of a State
s affirmation and policy that 1 is consistent with the existing FederalState Agreement
FSA for the particular State and 2 includes but is not limited to consideration of requirements associated with the
duration of message transition time brightness spacing and location submitted for the FHWA approval that
evidence reasonable and safe standards to regulate such signs are in place for the protection of the motoring
public Proposed laws regulations and procedures that would allow permitting CEVMS subject to
acceptable criteria as described below do not violate a prohibition against intermittent or flashing or
moving lights as those terms are used in the various FSAs that have been entered into during the 1960s
and 1970s

This guidance is applicable to conforming signs as applying updated technology to nonconforming signs would be
considered a substantial change and inconsistent with the requirements of 23 CFR 707750 As noted below
5
d
all of the requirements in the HBA and its implementing regulations and the specific provisions of the FSAs
continue to apply

Background

The HBA requires States to maintain effective control of outdoor advertising adjacent to certain controlled routes
The reasonable orderly and effective display of outdoor advertising is permitted in zoned or unzoned commercial or
industrial areas Signs displays and devices whose size lighting and spacing are consistent with customary use
determined by agreement between the several Slates and the Secretary may be erected and maintained in these
areas 23 U C 131
S d Most of these agreements between the States and the Secretary that determined the
size lighting and spacing of conforming signs were signed in the late 1960
s and the early 1970
s

On July 17 1996 the Office of Real Estate Services issued a memorandum to Regional Administrators to provide
guidance on off premise changeable message signs and confirmed that the FHWA has always applied the Federal

htm
offprmsgsnguid
realestate
gov
dot
fhwa
www
http
law 23 U
S C 131 as it is interpreted and implemented under the Federal regulations and individual FSAs It was
expressly noted that in the twentyodd years since the agreements have been signed there have been many
technological changes in signs including changes that were unforeseen at the time the agreements were executed
While most of the agreements have not changed the changes in technology require the State and the FHWA to
interpret the agreements with those changes in mind The July 17 1996 memorandum primarily addressed tri
vision signs which were the leading technology at the time but it specifically noted that changeable message signs
regardless of the type of technology used are permitted if the interpretation of the FSA allowed them Further
advances in technology and affordability of LED and other complex electronic message signs unanticipated at the
time the FSAs were entered into require the FHWA to confirm and expand on the principles set forth in the July 17
1996 memorandum

The policy espoused in the July 17 1996 memorandum was premised upon the concept that changeable
messages that were Fixed for a reasonable time period do not constitute a moving sign If the State set a reasonable
time period the agreedupon prohibition against moving signs is not violated Electronic signs that have stationary
messages for a reasonably fixed time merit the same considerations

Discussion

Changeable message signs including DigitalLED Display CEVMS are acceptable for conforming off premise
signs if found to be consistent with the FSA and with acceptable and approved State regulations policies and
procedures

This guidance does not prohibit States from adopting more restrictive requirements for permitting CEVMS to the
extent those requirements are not inconsistent with the HBA Federal regulations and existing FSAs Similarly
Divisions are not required to concur with Slate proposed regulations policies and procedures if the Division review
determines based upon all relevant information that the proposed regulations policies and procedures are not
consistent with the FSA or do not include adequate standards to address the safety of the motoring public If the
Division Office has any question that the FSA is being fully complied with this should be discussed with the State
and a process to change the FSA may be considered and completed before such CEVMS may be allowed on HBA
controlled routes The Office of Real Estate Services is available to discuss this process with the Division if
requested

If the Division accepts the State


s assertions that their FSA permits CEVMS in reviewing State proposed
regulations policy and procedures for acceptability the Divisions should consider all relevant information including
but not limited to duration of message transition time brightness spacing and location to ensure that they are
consistent with their FSA and that there are adequate standards to address safety for the motoring public The
Divisions should also confirm that the State provided for appropriate public input consistent with applicable State
law and requirements in its interpretation of the terms of their FSA as allowing CEVMS in accordance with their
proposed regulations policies and procedures

Based upon contacts with all Divisions we have identified certain ranges of acceptability that have been adopted in
those States that do allow CEVMS that will be useful in reviewing State proposals on this topic Available
information indicates that State regulations policy and procedures that have been approved by the Divisions to
date contain some or all of the following standards

Duration of Message
o Duration of each display is generally between 4 and 10 seconds 8 seconds is recommended
G Transition Time
o Transition between messages is generally between 1 and 4 seconds 1 2 seconds is recommended
Brightness
o Adjust brightness in response to changes in light levels so that the signs are not unreasonably bright
for the safety of the motoring public
O Spacing
o Spacing between such signs not less than minimum spacing requirements for signs under the FSA or
greater if determined appropriate to ensure the safety of the motoring public
Locations
o Locations where allowed For signs under the FSA except such locations where determined
inappropriate to ensure safety of the motoring public

Other standards that the States have found helpful to ensure driver safety include a default designed to freeze a

nffnrmsgsnauld htm
realestate
eov
dot
fhwa
www
httn
display in one still position if a malfunction occurs a process for modifying displays and lighting levels where
directed by the State DOT to assure safety of the motoring public and requirements that a display contain static
messages without movement such as animation flashing scrolling intermittent or full motion video

Conclusion

This guidance is intended to provide information to assist the Divisions in evaluating proposals and to achieve
national consistency given the variations in FSAs State law and State regulations policies and procedures It is not
intended to amend applicable legal requirements Divisions are strongly encouraged to work with their State in its
review of their existing FSAs and if appropriate assist in pursuing amendments to address proposed changes
relating to CEVMS or other matters In this regard the Office of Realty Estate Services is currently reviewing the
process for amending FSAs as established in 1980 to determine appropriate revisions to streamline requirements
while continuing to ensure there is adequate opportunity for public involvement

For further information on guidance on OffPremise Changeable Message Signs you may contact the Office of Real
Estate Services Point of Contact serving your Division or Catherine O
Hara by e
mail
Hara @dot
O
Catherine gov

FHWA Home 1 HEP Home 1 Feedback


A
EIIW
United States Department of Transportation Federal Highway Administration

htm
offprmsgsnguid
realestate
dolgov
fhwa
www
http
ATTACHMENT 8
to City Council Report of
February 22 2011

Examples of Other Monument Signs

n at Oxnard

AVP A I
uo0
uoi4ui

Existin
Sign in
Fontana
NIVriii6101
1
f0
j iI
l
i
ATTACHMENT 9
to City Council Report of
February 22 2011

Questions Submitted by Citizens and Answers by Staff

Question 1 Shouldn
t the City with the assistance of an expert in sign law develop
clear consistent and legally defensible standards for digital signs before it approves this
municipal code amendment Why not

Answer The City Attorney


s Office has adequate legal expertise in sign law and
is comfortable that the proposed municipal code amendment is legal

Question 2 How does the proposed Auto Mall sign comply with the City
s prohibition
against freeway oriented signs for advertising beyond identification
Answer No specific prohibition is cited but this question probably relates to
TOMC Sec 94 2
u
2 309 which applies to freestanding signs for buildings and
uses directly adjacent to freeways and says that such signs are generally
inconsistent with the Scenic Highways Element of the General Plan and may only
be approved by Special Use Permit

Question 3 Will messages such as Credit Issues No Problem be allowed What


about Thank you for your patronage or Why pay more or Se Habla Espanol
Would these ads that are more generic in nature comply with the limitations set by the
added code section Why or why not

Answer The proposed Code section would limit the content of the sign to
commercial advertising copy and images that identify or advertise businesses
and the products and services they provide within the Auto Mall overlay zone
Since these type messages might appear in print advertising for car dealerships
and other types of businesses as well and since the sign itself is clearly an
Auto Mall sign I think they would comply as long as they do not identify a
business not located in the Auto Mall zone

Question 4 Does the City intend to convey a special privilege to the Auto Mall or will it
be in the unenviable position of approving a digital sign for the Promenade or PTS or
Spectrum or Spinecenter or Muvico or the Oaks Mall or the proposed Lowe
s or any
other business with frontage along the 101 Freeway

Answer The amendment is limited to the Auto Mall overlay zone only This is
not a special privilege and does not create a legal precedent Any other request
would require approval of a Special Use Permit or Code amendment by the City
Council No such requests are pending

Question 5 What is the allowed spacing of such signs Does the City have such a
standard

Answer There is no adopted standard on this topic

Printed on recycled paper


Question 6 Without a clear and legally defensible sign ordinance will the legal non
conforming billboard on Newbury Road be allowed to convert to digital Why or why
not

Answer The City has a legally defensible sign ordinance Having said this the
City Council recently initiated an ordinance change that will consider a
revamping of the sign ordinance Newbury Road billboard may not be converted
to a digital sign

Question 7 What formula is the City using to develop standard allowable sizes of
digital signs

Answer The City is not using a formula

Question 8 Will the City impose fees or taxes on these signs and if so how much

Answer The issuance of a sign permit as well as a building permit and


subsidiary related permits e
g electrical mechanical will require the payment
of fees The City does not levy a tax on signs

Question 9 Why is the mockup an otherwise useful tool displaying time and
temperature instead of an ad Isn
t it misleading to the public who may think that the
proposed sign will be the same in nature as the current sign instead of a digital
billboard

Answer The City requested the Auto Mall Association to construct the mockup
with a display panel the same size as the proposed reader board but did not
dictate what copy to represent It
s purpose delete what was to represent the
mass and scale of the sign and the reader board

Question 10 What is the visual impact of six ads per minute 525
600 minutes per year
regardless of their content How many of those ads will be unique

Answer Keeping in mind that since the audience is persons in moving vehicles
no one will see more than a few at a time This impact seeing 6 image changes
in a minute is not unusual in today
s society The public doesn
t know how many
of the ads will be unique

Question 11 Why was it determined that the Copper Curtain was a distraction to
drivers while a stunning digital sign is not

Answer Staff recalls there was public concern that the copper curtain would be
a distraction in the sense that sunlight might reflect off the curtain into drivers
eyes which clearly does not happen The City never determined the copper
curtain was a distraction

Printed on recycled paper


Question 12 Can the Caltrans sign be relocated so that it would not block the Auto Mall
sign
Answer Relocation of the Amber Alert sign would require CalTrans approval
The view blockage is caused by the pole supporting the sign and is relatively
brief

Question 13 If a dealer franchise has a Coke machine onsite can the proposed sign
display an ad for Coca Cola
Answer No

Question 14 What products and services are available at the Auto Mall currently
What if those are expanded at a future date would they be allowed to advertise on the
proposed sign Why or why not
Answer All the businesses currently located within the Auto Mall overlay zone
provide vehicles for sale or lease vehicle parts and accessories and vehicle
services As such they would be allowed to advertise on the sign whether or
not they expanded

Question 15 Is Toyota prevented from buying advertising space on the Auto Mall
s sign
by virtue of its location
Answer Thousand Oaks Toyota is currently located outside the C2AM Auto
on the sign A
Mall Zone and therefore would not be allowed to advertise
dealer located in the C2 AM zone would be allowed to advertise Toyotas for sale
at that dealership if in fact that dealer sold Toyotas
Question 16 Are other dealers of RVs or other motorized vehicles prevented from
buying advertising space on the Auto Mall
s sign by virtue of their location
Answer Yes See answer to question 15

Question 17 Given the incremental nature of approvals by the City in the past for
example allowing the Janss Mall to install gateway identifications that exceeded size
limitations for signs and subsequently approving adding copy to those structures what
limits are there on future staff or Councils to allow changes to the content of the
proposed digital sign

Answer Since the specific content restriction to advertising only for products and
services available in the C2 AM Auto Mall Zone would be incorporated in the
s Municipal Code any change to those regulations would require a Municipal
City
Code amendment which requires public hearings before the Planning
Commission and City Council and final approval by the City Council
Question 18 Given the law of perhaps unintended consequences for example the
easing of prohibitions on temporary signs on public property for purposes of advertising
garage sales that allowed the increased display of real estate open house signs on City

Printed on recycled paper


street corners can the City use its best judgment on what the full consequences are of
its approval of the proposed MCA I m certain that other members of the community
have stated their own doubts about the proposed sign and I include those in this email
by reference Appropriate staff response to these issues is requested

Answer The City Council action requested pertains only to this sign The City
Attorney office has stated that it is restricted to the Auto Mall overlay zone and
s
not legally precedent setting as to other zones A property owner in another
zone could apply for a Special Use Permit which would be judged on its own
merits As to the issue of real estate open house signs this is in fact dictated by
state law which limits the restrictions that local governments may place on such
signs

Question 19 Who or what owns the land upon which the sign will be located
Answer According to the Ventura County Assessor
s records the property is
currently owned by William and Loreta Brendan

Question 20 What redress is available to citizens who for a variety of reasons object
to the proposed Auto Mall sign If you answer no other question please answer this
one I believe that if this were put to a vote of the people it would not pass

Answer The City Council will render the City


s final decision in this matter As in
any land use action by the City Council an interested party that made public
comments during the entitlement hearing may legally challenge the decision and
if the decision is a legislative one then the legislative decision may be the
subject of a referendum

Question 21 If the Auto Mall sign is approved can the city legally stop similar signs
from other locations

Answer Auto Mall sign regulations would be unique and legislatively restricted
to the Auto Mall overlay zone This means that there is no legislative authority
for other zones to use the Auto Mall sign regulations and those zones would be
restricted to the regulations that apply to commercial zones generally In theory
a business in another zone could apply for a SUP to ask for sign regulations
similar to the proposed Auto Mall sign but Planning Commission and City
Council would be under no obligation to accommodate The proposed Auto Mall
sign regulations are not precedent setting since they are legislatively restricted to
the Auto Mall overlay zone

Question 22 What is the current City code for signs at the AM location C2AM Zone
Answer The Municipal Code Sec 94
2301 et seq prohibits offsite signs and
limits onsite freestanding signs to a maximum of 32 square feet in area and 6
feet in height Sec 94 2309 TOMC page 713 These standards are the
2
aa
same in all the commercial and industrial zones nothing different for the C2AM
Zone Sec 94 2310 provides a process to seek approval of a sign that does
not meet the standards of the sign ordinance approval of a Special Use Permit

Printed on recycled paper


Special Use Permits for freestanding signs other than wayfinding signs in the C
2
A M zone require Planning Commission consideration and approval Special
Use Permits for on building signs Citywide and way finding signs in the C2AM
zone only may be reviewed and approved administratively The current Auto
Mall sign exceeds the numerical size limits of the Code It was approved by the
City Council via a Special Use Permit in1994
Question 23 I attended the community meeting on Jan 26 and while I did not speak in
the microphone I did fill out a comment card However after further review of your
presentation slides I noticed a discrepancy in regard to the comparison of the size of the
proposed sign to the existing sign Either the graphic on slide 47 shows an incorrect
visual comparison of the relative size of the signs or the existing sign is larger than the
20 feet that was approved by the city council in 1993 On slide 43 you show the
proposed sign with the dimensions demarcated There is a line indicating the height is
35 feet at the highest point in the center of the sign The existing sign was approved to
be 20 feet high That means the ratio of heights of the existing sign to the proposed sign
is 20
35 which is 0
57 or 57 The 35 foot line on slide 43 is 8 cm as measured on my
computer screen It may be bigger or smaller on your screen which doesn
t matter
What matters is the ratio of 20 feet to 35 feet On my screen if the 35 foot proposed sign
is 8 cm then the existing 20 foot sign should be 0 5 cm 20 35 X 8 This would
make the top of the existing sign hit right about at the bottom point of the headlight seen
on the electronic billboard portion of the proposed sign However if you look at slide 47
which is a visual comparison of the two signs the existing sign is shown bigger than it
should be covering almost the entire car on the electronic billboard This is whether you
count the top of the globe to be 20 feet or the top of the flat part of the sign to be 20
feet I don
t know which was used to determine the sign is 20 feet although I would
expect the top of the globe should be 20 feet since this is the height the sign was
approved to be The only way the comparison slide would be correct is if 20 feet is the
height of the portion of the sign that says Thousand Oaks without the top flat layer or
the globe That would mean the top of the uppermost flat part would be about 22 feet
high and the top of the globe would be about 25 feet high So either the current sign is
about 25 higher than it was approved to be or the comparison slide is incorrect and
falsely shows the existing sign to be closer in size to the proposed sign than it really is
Of course this whole issue would become moot if you change your proposal to the
council and come up with a new design that abides by the city codes that were already
changed for your benefit in 1993 That is to propose a new sign that is no higher than
20 feet high and contains only the time and temperature in any electronic portion
Otherwise your packet should be corrected to either state the current sign is not 20 feet
or the visual comparison is incorrect

Answer Slide 47 that is referred to in question 23 is shown below The

comparison of the proposed sign to existing sigh is from the perspective of an


observer at ground level in front of the sign location The depiction is accurate
from that perspective as shown in the photo below of the proposed sign mock up
behind the existing sign

Printed on recycled paper


ATTACHMENT 10
to City Council Report of
February 22 2011

Photos of Digital Signs and Billboard in Thousand Oaks Area

CIVIC ARTS PLAZA

Monochromatic LED Display


4 x 11 Full Color LED Display

Westlake High School


11

4 x 10 Monochromatic LED Display


5 Monochromatic LED Display

tf

Auto Mall
111PG1 i
fi
181
fl L
11 k
m