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WITHDRAWN
Recommendation to receive supporting documentation into the record, conclude the public hearing, and consider the appeal from PCH CenterCal, LLC, and PCH Realty Partners, LLC;
Uphold the Planning Commission’s decision on Conditional Use Permit (CUP19-026) and Local Coastal Development Permit (LCDP19-013) findings to (1) Deny two outward facing wall-mounted electronic message center (EMC) signs, and (2) Adopt revised findings and conditions of approval for the two inward facing EMC signs at a shopping center at 6400 East Pacific Coast Highway, within the Southeast Area Development and Improvement Plan (PD-1) Zoning District, Subarea 17; and
Accept Categorial Exemption CE19-181. (District 3)
DISCUSSION
The development project at 6400 East Pacific Coast Highway is located on the southwest corner of Pacific Coast Highway and 2nd Street, within the Southeast Area Development and Improvement Plan (PD-1) Zoning District, Subarea 17 (Project Site). The Project Site was approved as a 245,000 square-foot shopping center with electronic message center (EMC) signs by the Planning Commission in 2017. On October 10, 2018, EMC sign locations and sizes at the Project Site were initially approved in concept by the Planning Commission through the master sign program; however, all EMC signs are required to be approved through a Conditional Use Permit (CUP). A Local Coastal Development Permit (LCDP) is required whenever a CUP is considered within the designated coastal area. The applicants, PCH CenterCal, LLC, and PCH Realty Partners, LLC (Applicants), requested approval of a CUP and LCDP to allow four wall mounted EMC signs within the Project Site.
At its September 5, 2019 meeting, the Planning Commission held a public hearing on Application No. 1906-12 for a CUP and LCDP to install and operate four proposed EMC signs at the Project Site (Attachment A). Staff’s recommendation was to approve all four EMC signs with conditions of approval to address the specifics of their operation. The Planning Commission received a staff presentation, took public testimony, closed the public hearing, deliberated, and voted to deny the two outward facing wall-mounted EMC signs that face the public right-of-way, and approve the interior facing wall-mounted signs. Staff revised the findings and conditions of approval to reflect the Planning Commission’s action. On September 19, 2019, the revised findings and conditions of approval were adopted by minute motion (Attachments B, C).
EMC Description
Long Beach Municipal Code (LBMC) Section 21.15.2577 defines an EMC as a sign whose alphabetic, pictographic, or symbolic information content can be changed or altered on a fixed display surface composed of electronic-illuminated or mechanically driven changeable segments. This definition includes signs whose informational content can be changed or altered by means of computer or circuit-driven electronic impulses. An EMC displays onsite copy, information, and advertising; otherwise, it is considered a billboard. The Applicants proposed signs will advertise goods and services onsite and is, therefore, not a billboard. Text advertising sales on the signs are prohibited.
Figure 1
As shown in Figure 1, two of the four wall-mounted EMC signs are proposed to be located on the exterior of the Whole Foods market façade and face the right-of-way (Sign E1 and Sign E4) on Building A. Sign E1 is 378 square feet in area, located on the northwest corner of the property, and will announce lifestyle and product images related to onsite retailers. Sign E4 is 80 square feet in area, located on the Pacific Coast Highway elevation, and will provide branding opportunities for the anchor tenant, Whole Foods, to communicate in-store related events, products, and lifestyle images.
The two interior-facing EMC signs are also proposed to be mounted to the building façade (Sign E2 and Sign E3). Sign E2 is 449 square feet in size, located on the Building C parking entrance, will display on-site retailers, announce projects and events, and provide wayfinding for customer convenience. Sign E3 is 362 square feet in size, located on the courtyard-facing side of Building E, will communicate branding for onsite retailers, announce projects and community events, supplement as wayfinding, and will provide entertainment amenities for guests such as movie showings. Positive findings are required to be made for a CUP and a LCDP (Attachment D, E).
Appeal
Within the ten-day appeal period, the Applicants filed an appeal (Attachment F). The appellants assert that there are no facts to the negative findings presented for the exterior EMC signs. Additionally, the Applicants are appealing the decision to impose additional conditions for the approval of the interior signs asserting that they are not visible from the exterior and subject to a CUP.
Supplemental analysis and responses were prepared in response to the Applicants appeal (Attachment G). The supplemental material demonstrates that the Environmental Impact report (EIR) broadly envisioned wall/media signs as part of the Project Site. As required by the California Environmental Quality Act (CEQA), the entirety of the Project Site was evaluated regardless of additional entitlements needed at a later date. Due to a lack of specific information regarding the EMC signs at the time, the EMC signs were not approved through the original entitlement. The size and locations were approved through the Site Plan Review Committee but were required to be approved and conditioned by the Planning Commission. Additionally, the interior facing signs are visible from the surrounding properties and are therefore subject to a CUP. LBMC only exempts EMC signs from a CUP when they are not visible from the public right-of-way or any other public or private property (Attachment H).
Public hearing notices were distributed on November 4, 2019, in accordance with the requirements of Chapter 21.21 of the LBMC.
This matter was reviewed by Assistant City Attorney Michael J. Mais and Budget Analysis Officer Julissa José-Murray on November 19, 2019.
TIMING CONSIDERATIONS
City Council action is requested on December 10, 2019. Zoning Regulation Section 21.21.504.B requires a public hearing for an appeal to the City Council be held within 60 days of receipt of the appeal. The first appeal was filed on September 27, 2019.
FISCAL IMPACT
This recommendation has no staffing impact beyond the budgeted scope of duties and is consistent with existing City Council priorities. There is no fiscal or local job impact associated with this recommendation.
SUGGESTED ACTION
Approve recommendation.
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Respectfully Submitted,
LINDA F. TATUM, FAICP
DIRECTOR OF DEVELOPMENT SERVICES
APPROVED:
THOMAS B. MODICA
ACTING CITY MANAGER