Beruflich Dokumente
Kultur Dokumente
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
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
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
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
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
MCA 200970433
OTP 2010 70413
City of Thousand Oaks Auto Mall
Location Map
0 150
NA
300
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600
Community Development Department
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ATTACHMENT 2
MCA 200970433
OTP 2010 70413
City of Thousand Oaks Auto Mall
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AUTOML
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ATTACHMENT 5
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
14 CITY MANAGER
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
11 REDEVELOPMENT AGENCY
REPORTS None
EXHIBIT B
Item 10
A
Thousand Oaks Auto Mall Identification Sign
Speakers
EXHIBIT C
Item 10
A
Thousand Oaks Auto Mall Identification Sion
EXHIBIT C Continued
M E M O R A N D U M
City of Thousand Oaks Thousand Oaks California
Community Development
Public Works Departments
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
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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
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
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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
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
In compliance with the FHWA 2007 guidelines any proposed reader board will
not be animated or flashing and will include automatic dimming capabilities to
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
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46rts auto mall 22211 study session rpt216
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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
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
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
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
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
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
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
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
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
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
NAME ORGANIZATION
Committee Members
2100 Thousand Oaks Boulevard Thousand Oaks California 91362 2903 805 449 2400 FAX 805 4492475
I a Printed on recyckd paper
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Attachment 3
Citizens Advisory Committee Report
SAMPLE DIRECTIONAL SIGNAGE July 22 2010
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ATTACHMENT 4
to City Council Report of
February 22 2011
Presentation Made at
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
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
1IV10
31
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Reviewed 611
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iewai 15
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FHWA Studies
Auto Mall
Next Steps Contact Information
Review and summarize comments and suggestions Susan Murata Sllverstar Automotive Group
5115371 5412
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Summar of commrnts and stimusnrrnh
Auto Mall
ATTACHMENT 5
to City Council Report of
February 22 2011
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
1 Small Business Administration study of 2001 does not say that signage increases business 15 to
150 Skeptical that signage would actually increase revenues
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
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
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
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
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
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
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
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
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
FROM
Community Development Department
SUBJECT MCA 2009 70433
OTP 2010 70413
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
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
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
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
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
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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
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
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
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
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
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
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
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
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
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
11
grlanning
nathon F Shepherd
Division Manager
660211Staff Report
cdd Planning Cmsn
pz FILE ID MCA 2009
70433
Attachments
Memorandum
U Department of Transportation
S
Federal Highway Administration
Subject INFORMATION Guidance On Off Premise Changeable Message Signs Date September 25
2007
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
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
htm
offprmsgsnguid
realestate
dolgov
fhwa
www
http
ATTACHMENT 8
to City Council Report of
February 22 2011
n at Oxnard
AVP A I
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Sign in
Fontana
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ATTACHMENT 9
to City Council Report of
February 22 2011
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
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
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 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
Question 8 Will the City impose fees or taxes on these signs and if so how much
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
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
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
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
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