thousand oaks city council/redevelopment agency agenda for april 12, 2011

M E M O R A N D U M

RECOMMENDATION

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

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

FINANCIAL IMPACT

No Additional Funding Requested Indirect costs associated with staff time preparingthis staff report and arranging the Study Session are included in the approved FY 201011 General Fund Budget

BACKGROUND

The Thousand Oaks Auto Mall is generally located between Thousand Oaks Boulevardand the Ventura 101 Freeway and between Auto Mall Drive and Pierce Arrow DriveThe Auto Mall is within the boundaries of the Thousand Oaks Boulevard

Redevelopment Project Area Project Area Please refer to Attachment 1 LocationMap and 2 Aerial Photo

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

The Advisory Committee met five times and reviewed approximately 20 different signdesign schemes in the process The Advisory Committee finalized its recommendationson July 22 2010 and those recommendations were subsequently forwarded to the CityCouncil for their information On November 8 2010 the Planning Commissionrecommended approval of the way finder signage parking and landscaping

cdd66021Staff ReportCity Councilpz FILE IDMCA 200970433

Printed on recycled paper

Proposed Replacement Auto Mall Identification SignApril 12 2011

improvements 50 vote and recommended approval of the proposed Auto Mallidentification sign 32 vote but in consideration of further review by City Council ofproposed design and the Federal Highway Administrations Commercial ElectronicVariable Message Sign Phase II Study

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

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

After conducting the Study Session City Councilmembers provided comments andguidance regarding the signs design size and content See Attachment 5 Minutes

from February 22 2011 Study Session

DISCUSSIONANALYSIS

Through multiple public meetings over an extended period of time the Auto MallAssociation considered an array of input from the Ad Hoc Citizens Committeemembers of the public City staff Planning Commission and City Council As a resultthe Auto Mall Association has made revisions to its earlier sign proposal incorporatingsome of the recommendations provided at the community meetings and prior CityCouncil Study Session including a smaller sign that is more consistent with the size ofthe existing sign a more artistic design solution and a smaller reader board that will belimited to identification of dealerships and brands time temperature and website andnot advertise products pricing or services In addition the proposed sign would belimited to identifying only businesses located within the Auto Mall area and would notprovide any other eg public service types of messages

An additional sign option was developed by another sign company Sign Masters andsubmitted to the Auto Mall Association This unsolicited option was recently forwardedto the City by the Auto Mall Association and is included in this report for comparativepurposes

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


Variable Existing Sign Previous Auto

Mall ProposalNovember2010

Option 1Auto Maliproposal

Option 2 SignMasters

proposal

Overall

structure height20 feet 35 feet 24 feet to top of

sculptural trees188 to top ofreader board

26 feet to top ofsculpturaltrees approx21 feet to top ofreader board

Overall

structure width

30 feet 3611 376 to the

outside water

feature pool344 to the

water feature

2911 for

main signmass approx32 feet overall

Reader board

height

29 12 feet 88 8 feet

Reader board

width

9 feet 21 feet 18 feet 12 feet

Size of reader

board

25 sf 252 sf 156 sf 96 sf

Type of readerboard

Monochromatic

lamps

Full color LED Full color LED Full color LED

Content of

reader board

Time and

temperature

Advertisement

of dealershipssales products

Identification of

dealerships andbrands time

temperaturewebsite

Identification of

dealershipsand brandstimetemperaturewebsite

Materialscolors Offwhite

stucco multicolored globe

Travertinelike

stone veneer

Tan stuccoledgestoneveneer

Tan and brownledgestoneveneer stuccotrim

Proposed Replacement Auto Mali Identification SignApril 12 2011

New Auto Mall Identification Sign Options

The design developed by the Auto Mall Association is included in Attachment 3labeled Option 1 and is the preferred design of the Association Attachment 3 alsoincludes a graphic size comparison between Option 1 and the existing sign The designfrom 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 ofthe existing sign and previous design concept Both options incorporate some of therecommendations provided to the Auto Mall and include stone veneer a water featurestucco walls or trim and a smaller reader board

Replacement Auto Mall Sign Comparison


Proposed Replacement Auto Mall Identification SignApril 12 2011

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

COUNCIL GOAL COMPLIANCE

Meets Council Goals E and H

E Provide and enhance essential infrastructure as City transitions from a growthto a maintenance community to ensure that the goals and policies of theThousand Oaks General Plan are carried out and the City retains its role andreputation as a leader in protecting the environment and preserving limitednatural resources

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

Submitted by Prepared by

7241X 1John C Prescott

Community Development Director

Attachments

1 Location Map2 Aerial Photo

3 Option 1 Auto Mall Design Concept4 Option 2 Sign Masters Design Concept5 February 22 2011 Study Session Minutes Related to Auto Mall Identification

Sign6 Staff Report February 22 2011 Study Session

Cdd42046MCA 200970433City Councilpz FILE ID MCA 2009 70433


Claudia Pedroso AIA LEED APSenior Planner

ATTACHMENT 1

NAFeet

0 150 300 600

MCA 200970433OTP 201070413

City of Thousand Oaks Auto MallLocation Map

City of Thousand OaksCommunity Development Department

Uprojecls0970433mxd

ATTACHMENT 2

MCA 200970433OTP 201070413

City of Thousand Oaks Auto Mall

LJ IFeet

0 150 300 600

City of Thousand OaksCommunity Development Department

Uwchualprojects10970433aerialmxd

1

SideView

Scale1

8

10

182 70

35

40

viiiegNicoR0

5YESCa

LOSANGELESDIVISION

EXISTINGCONCRETESWALEEXISTING GRADE SEPARATION

SPLITFACE GARDENWALL

SLOPE

ProposedDoubleFace

IlluminatedMonumentSign

withFullColorLEDDisplay

Scale18

1

0 PlanView

Scale1

8

10

Lrl

AUTOMALLDRIVE 40

0

t7 m

F0

w 00z0 m 1

YESCOLOSANGELESDIVISIONExisting

Sign

NewProposedSignComparison

Scale1

8

1

U

tADINAUTOGftULIP

LINCOLN

cD

ATTACHMENT 5

MINUTES OF THE CITY COUNCILREDEVELOPMENT AGENCYThousand Oaks California 2 February 22 2011

6 PUBLIC COMMENTS

Louise Helliwell Thousand Oaks Chuck Cronin Thousand Oaks Richard ElsleyThousand Oaks Debbie Gregory Thousand Oaks John Fonti Thousand OaksCarolyn Gulllot Thousand Oaks Todd Lundy Thousand Oaks Suzanne DuckettThousand 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 WorksDirector Spurgin Assistant City Manager Candis Hong and Auto MallAssociation Representatives Chris Shaver Susan Muratta and Scott StanleyCity Manager Mitnick Assistant to City Manager Powers and CommunityDevelopment Director Prescott responded to questions Debt and InvestmentAnalyst Adelman available for questions Additional information supplementalpacket

Speakers Exhibit B

Written Statements Exhibit C

Mayor Fox absent and Mayor Pro Tem Irwin presiding 945 pm

Mayor Fox present and presiding 1000pm

City Council recess 1006pm reconvened 1025 pm

MINUTES OF THE CITY COUNCIUREDEVELOPMENT AGENCYThousand Oaks California 3 February 22 2011

10 STUDY SESSION Continued

City Council provided comment and direction to Auto Mall Association in thefollowing areas

Recognition of value of Auto Mall to community and need for appropriatesignage

Original sign design not in keeping with community valuesSign for identification not advertisingConsideration of smaller LED reader board with static display for brand

identification similar to and no larger than Civic Arts Plaza signNon electronic sign for identification including date time and temperatureSize of sign no greater than twenty 20 feet twentyfive 25 feetConsistency with Scenic Highways Element of General Plan and Municipal

Code

Possible precedent setting aspect for other projects to request larger signswith reader boards

Support for tasteful artistic sign without reader boardDifficulty saying no to reader board when others in existence in the City

Civic Arts Plaza some schoolsEnhance Internet presence for Auto Mall identification and advertising

11 REDEVELOPMENT AGENCYREPORTS None

12 COMMITTEECOMMISSIONBOARD REPORTS None

13 COUNCIL ISSUESRECOMMENDATIONS 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 February28 2011 through the first week of May Thousand Oaks Boulevard from ErbesRoad to Westlake Boulevard will undergo extensive rehabilitation project indicatedinformation available on City website and reviewed potential topics for nextregularly scheduled City Council Meeting March 8 2011


Ken Person Yucaipa questions onlyBilly Martin failed to appearRick Lemmo Thousand Oaks proTom Cohen failed to appearTony Kourounis Westlake Village proKevin McCaffrey Thousand Oaks proMitchell Schwartz Newbury Park conLarry Carignan failed to appearLouis Goldman Newbury Park proDebbie Gregory Thousand Oaks conJill Lederer Thousand Oaks proDave Tuttle Thousand Oaks proRobert Hodson Thousand Oaks conScott Bailey Thousand Oaks proRichard Odom Thousand Oaks conJoseph Pagano failed to appearRichard Hus Thousand Oaks conJohn Font Thousand Oaks conPaul Norr Thousand Oaks conRichard Hilgenberg failed to appearSusan Engler Thousand Oaks pro

EXHIBIT B

Item 10A

Thousand Oaks Auto Mall Identification SignSpeakers

Tammie Helmuth Ventura proCarolyn Guillot Thousand Oaks conTamara Campbell Westlake Village pro

Gary Raymond Thousand Oaks conJohn Relle Thousand Oaks conNora Aidukus Thousand Oaks conJames Aidukus failed to appearVictor Paniagua Newbury Park conMary Wiesbrock Agoura Hills canNick Quidwai Newbury Park conBob Charney failed to appearCarol Keavney Newbury Park conKenneth Marks Thousand Oaks conSuzanne Duckett Thousand Oaks conVadim Manzhos Newbury Park conChuck Kuenstle Thousand Oaks conRon Siegel Thousand Oaks conCarol Tacceta Newbury Park conDiane Hawkins Newbury Park conKen Bock Westlake con


Len Akers Thousand OaksPeza Alzadeh Thousand OaksArik Avaneszadeh Thousand OaksScott Bailey Thousand OaksHaydee Bonlowski Los AngelesJaniceThomas Blakiston Thousand OaksKelly Bolton Newbury ParkKaren Brahham Simi ValleyFrankMike Catania Thousand OaksLarry Carignan Thousand OaksKen Christ Thousand OaksEloise Cohen Westlake VillageDave Coleman TustinRuss Cornwall Thousand OaksRhonnie Curt MoorparkSamantha Dagny Simi ValleyMario Diaz Thousand OaksDiane Dobson Simi ValleyChad Engle OxnardGary Faga Thousand OaksEric Ford Camarillo

Steven Geoffrion Newbury ParkKenneth Greene Thousand Oaks

EXHIBIT C

Item 10A

Thousand Oaks Auto Mall Identification Sion

Written Statements pro

Robert Hicks Newbury ParkJulie Kobayashi Thousand OaksDavid Krehbiel Thousand OaksEugene Levy Los AngelesPaul Lez Westlake VillageWilliam Little Oak ParkBarbara Murray Thousand OaksDan Petty Oak ParkDoug Pasey Thousand OaksGeorge Rayol Thousand OaksAnna Richardson OjaiAndrea Ross Thousand OaksHarold Ross Thousand OaksCarolynChrisShaver Thousand OaksRodney Sinclair Thousand OaksJerry Smith Thousand OaksScott Stanley Newbury ParkRon Stransky Thousand OaksErnie Sumen Manhattan BeachRobin Tempo Simi ValleyShibolet Thomas Newbury ParkFelix Wang Newbury ParkKris Yoakum Simi Valley


EXHIBIT C Continued

Written Statements con

CyndieKen Barbara Thousand OaksAndrew Barbieri Thousand OaksP Barbieri Thousand OaksLynn Bertucci Thousand OaksAlex Biston Thousand OaksPeggy Burns Newbury ParkRalph Cizmar Thousand OaksCarlosPatricia Espinosa Thousand OaksMarilyn Fiamerodo Newbury ParkTina Frugoli Thousand OaksJudy Galanter Thousand OaksDanielFern Godden Thousand OaksValerie Goldstein Thousand OaksGary Gregory Thousand OaksGeoffrey Hunter MalibuKathy Jarvis Thousand OaksJean Lambert Thousand Oaks

Written Statements other

Richard Just Newbury ParkLes Leach Thousand OaksTom Ritch Thousand Oaks

Eric Leicht Thousand OaksMarie Lindgren Thousand OaksMadison Long Thousand OaksRuth McGettgan Thousand OaksDonna Pasano Thousand OaksDiana Philbrook Thousand OaksJanet Rayala Westlake VillageDavid Rohde Thousand OaksJoseph Scro Thousand OaksMary Scully Thousand OaksDella Spinelli Thousand OaksJWanda Sutman Thousand OaksMark Taccetta Newbury ParkRobert Vann Thousand OaksJohn Wahlrab Newbury ParkGerry Zucca Thousand OaksSilcana Zucca Thousand Oaks

TO

FROM

ATTACHMENT 6

M E M O R A N D U M

City of Thousand Oaks Thousand Oaks California

Community DevelopmentPublic Works Departments

Scott Mitnick City Manager

John C Prescott Community Development DirectorMark 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 andprovide comment and direction to Auto Mall Association as appropriate

FINANCIAL IMPACT

No Additional Funding Requested Indirect costs associated with staff time preparingthis staff report and arranging the Study Session are included in the approved FY 201011 General Fund Budget

BACKGROUND

The Auto Mall is located within the boundaries of the Thousand Oaks BoulevardRedevelopment Project Area Project Area Please refer to Attachments 1 Location

Map and 2 Aerial Photo Over the years individual auto dealers have contributedtowards the areas revitalization Considerable private investment has been made bythe dealers and is demonstrated by a 92 percent increase in assessed property valuewithin the Auto Mall over the last 10 years

The Auto Mall also plays a significant role in the local economy The Auto Mall is

projected to generate 13 million in gross tax increment to the Redevelopment Agencyin Fiscal Year 201011 and employs more than 1000 employees Over the past 10

years the Auto Mall has generated funding of over 8 million to the Project AreaFurthermore a significant portion of the Citys sales tax revenue is generated by theAuto Mall Over the past 10 years citywide sales tax received from motor vehicle salesand leasing accounts for approximately 28 percent of the Citys sales tax revenue andhas generated more than 70 million to the Citys general fund The City estimates that90 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 25vehicle brands within the Auto Mall For many years however onstreet parking at theAuto Mall has been a concern for the Auto Mall Association surrounding businesses

DPW 34070CDD 420461itsCouncl12011Feb 22auto mall 22211 study session rpt


Thousand Oaks Auto Mall Identification Sign Study SessionFebruary 22 2011Page 2

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

In 2007 City Council adopted 10 Top Priorities one of which was to assist the Auto Mallto develop a plan to resolve parking issues In addition City Council appropriated 2million in Redevelopment Agency funds in the FY 200708 and 200809 CapitalImprovement Budget which has been carried forward to the current budget in order toassist 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 processto improve street parking landscaping signage and pedestrian amenities at the AutoMall These actions included

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

2 Initiation of a Municipal Code Amendment to revise certain developmentstandards of the Highway and Arterial BusinessAuto Mall C2AM Zonerelating 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 parkinglandscaping and wayfinder signage capital improvement project

Considering the significance of the improvements City Council formed the Ad HocCitizens Auto Mall Advisory Committee Advisory Committee to review the proposedimprovements including a new identification sign and provide recommendations TheAdvisory Committee met five times between February 11 and June 15 2010 to reviewconceptual designs for the Auto Mall project Key features of the design that werereviewed by the Advisory Committee included angled parking on Auto Mall Drive andconnector streets tree and plant landscaping palette landscaped finger planterslandscaped rotundas at intersections along Auto Mall Drive way finder signs and anumber of conceptual designs for a new Auto Mall identification sign with a LED readerboard The Advisory Committee provided its recommendations in a final report to CityCouncil on July 22 2010 see Attachment 3

On November 8 2010 the Planning Commission reviewed the Municipal CodeAmendment associated Oak Tree Permit and the conceptual design of a new 35foottall identification sign for the Auto Mall including the recommendations of the AdvisoryCommittee The Planning Commission recommended approval of the parkinglandscaping 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 Mallidentification sign by a 3 to 2 vote and further recommended that City Council considerthe Phase II portion of the Federal Highway Administration study on digital billboards

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prior to acting on the final sign and to consider the signs design in regard toconsistency with the Scenic Highways Element of the General Plan

The City Council public hearing to consider all of the applications and the capitalimprovement project was scheduled for December 14 2010 Prior to the meeting theAuto Mall Association requested that the components relating to the identification signbe removed from the agenda to enable further community participation and todetermine what size and type of sign would benefit the Auto Mall and the communityCity Council agreed to delay the decision on the identification sign and proceeded toapprove the Mitigated Negative Declaration Oak Tree Permit and Municipal Codeamendment relating to parking setbacks landscaping and way finder signage City

Council also approved the plans and specifications for bidding the capital improvementproject parking landscaping enhancements and way finder signs The final design

includes widening of streets to accommodate angled parking including the area wherethe existing Auto Mall identification sign is located and shows demolition of the existingsign and replacing it with a new sign at approximately the same location

Since the December 14 2010 City Council meeting the Auto Mall Association hasconducted two public outreach meetings regarding the proposed new identification signThe meetings were held at the Los Robles Greens meeting center on January 27 2011and on February 10 2011 More than 100 people attended the first meeting and about60 attended the second meeting A copy of the presentation made at the first meetingis 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 aCity Council study session on the proposed Auto Mall identification sign

Subsequently at the February 10 2011 public outreach meeting a representative of theAuto Mall Association stated that the design originally submitted for consideration hadbeen scrapped and that the Association would consider community input and besubmitting a different design for the sign

DISCUSSIONIANALYSIS

The existing Auto Mall identification sign will be removed in conjunction with the Cityscapital improvement project to allow for widening Auto Mall Drive for new angledparking A new sign is proposed near the existing sign location

The Municipal Code Sign Ordinance Municipal Code section 942301 et seqcurrently limits freestanding signs in commercial and industrial zones to a maximum ofsix feet in height a maximum of eight feet in width and a maximum sign area of 32square feet The Code also provides that a freestanding sign not meeting theselimitations may be approved by the Planning Commission City Council on appealthrough the processing of a Special Use Permit The existing Auto Mall identificationsign was approved in 1994 through this process

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Instead of submitting a Special Use Permit for the proposed Auto Mall identificationsign staff drafted a new Municipal Code section 942309c1which would establishthe parameters for administrative non discretionary approval of a new Auto Mall signwithin the C2AM Zone only The process for approval of a Municipal Codeamendment involves public hearing and recommendation by the Planning Commissionand public hearing and final decision by City Council which is actually more stringentthan the Special Use Permit process

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

The original sign design presented at the Planning Commission and the first communitymeeting is the same design that was recommended by the Citizens AdvisoryCommittee A detailed evaluation of the original proposed identification sign iscontained in the staff report to the Planning Commission Attachment 6

Part of the Planning Commissionsrecommendation to City Council was that it considerthe Phase II portion of the Federal Highway Administration study on digital billboardsprior to acting on the final sign and that City Council consider the signs consistencywith the Scenic Highways Element of the General Plan Staff had prepared thefollowing analysis of these two recommendations It reflects the analysis provided in theDecember 14 2010 staff report but has been adjusted to acknowledge the fact that theAuto Mall Association is no longer pursuing the design that was reviewed by thePlanning Commission and intends to propose a different design that is less physicallyimposing than the previous design but does retain a LED reader board Staff considersthat the following analysis will most likely be applicable to any new design for the sign

a Federal Highway AdministrationsCommercial Electronic Variable Message SignCEVMS Study Phase II

Numerous studies have been conducted on the safety of roadside digitalbillboards and displays sponsored by both the outdoor advertising industry andregulatory agencies Conclusions have varied from no apparent impact to driversafety to concerns over heightened driver distraction

During 2008 the Federal Highway Administration FHWA conducted a Phase Iliterature review study regarding the distraction potential of CEVMS and

recommended appropriate research methods and techniques for a second phasestudy The Phase II study is currently in process FHWA has reported that thefield data collection portion of the study has been completed and a draft report isunder internal review A final report is scheduled to be released in the comingmonths no date certain is available The Phase II study involved participantsdriving in instrumented test vehicles along 30 minute routes in Virginia andPennsylvania containing digital and standard billboards The instrumented test

DPW 34070CDD42046JtsfCouncli2011 Feb 22auto mall 22211 study sesslon rpt21611 version



vehicles measure eye glances of the drivers permitting researchers to determinethe frequency of glances away from the roadway FHWA will analyze the resultsof the field data to identify whether subsequent guidance regulatory changes orsuggested legislative proposals for CEVMS are needed

In the meantime the 2007 guidance issued by FHWA regarding CEVMS seeAttachment 7 should continue to be used by agencies to remain in compliancewith the federal Highway Beautification Act Staff recommends that the proposedAuto Mall identification sign comply with the 2007 guidelines and that the projectincorporate any future applicable guidelines developed from the FHWA Phase IIstudy 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 identifyestablish preserve and enhance a system of scenic highways within the City ofThousand Oaks The scenic highways system includes certain streets as wellas the entire length of the 101 Freeway and State Highway 23 within City limits

The Scenic Highways Element identifies 10 policies such as preventing removalof mature trees without proper consideration undergrounding utility lines andproviding rightofway landscaping whose purpose is to maintain the sceniccharacter of the highway corridor With regard to signage one policy states thatthe 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 andpolicies of the Scenic Highways Element through appropriate controls beingplaced on the design and operation to avoid a significant impact on the sceniccharacter of the 101 Freeway In approving the existing 20 foot tall sign in 1994City Council found that it was consistent with the Scenic Highways Element

A new Auto Mall identification sign would replace the existing sign adjacent to the101 Freeway The new sign that was previously reviewed by the CitizensCommittee and the Planning Commission was proposed to be a maximum 35feet high and 36 feet 11 inches wide and include a 12 foot by 21 foot full colorLED reader board CEVMS with natural stone materials and earth tone colorson two support columns connected with a curved element on top A scaffoldingmockup was erected prior to the December 14 2010 City Council meeting toshow the proposed height and width of the sign as well as the size of theproposed reader board That thenproposed identification sign was shorter thanmost other auto mall signs located near freeways which are typically 55 feet ormore in height The Oxnard auto mall sign for example is 75 feet tall See

Attachment 8 for examples of other signs

In compliance with the FHWA 2007 guidelines any proposed reader board willnot be animated or flashing and will include automatic dimming capabilities to

DPW 34070CDD 42046jtsCounc1l2011 Feb 22auto mall 22211 study session rpt21611 version



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

The Auto Mall Association stated at the February 10 2011 public meeting thatthe previously proposed 35 foot tall sign would be redesigned to be smaller andmore creative in design A smaller sign would have a negligible effect on viewsof prominent ridgeline features from the 101 Freeway corridor The 26 foot tallCaltrans changeable message sign Amber Alert which has a 7 foot by 26 footreader 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 tobusinesses located within the C2AM zone This would prevent the readerboard from being used to advertise businesses located outside the boundaries ofthe Auto Mall overlay zone As so limited the proposed Auto Mall identificationsign would be consistent with the General Plan policy of not allowing billboardsThe reader board could however be used to provide a variety of advertisingcontent related to Auto Mall businesses such as new models yearendclearances specific cars for sale price and financing information servicesavailable etc The Auto Mall Association intends to use it to display such contentrelated to the businesses there

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

1 Sign is unnecessary2 Sign is too large3 Sign will be unsafe4 Digital display will be too bright and flashy5 Will set precedent for more signs6 Distracts from scenic corridor7 City should not be funding the sign

A number of questions have been raised by citizens about the proposed identificationsign Attachment 9 includes a list of these questions and answers prepared by staff

After receiving input from the public during previous Planning Commission and CityCouncil meetings from the two public outreach meetings and from this study sessionthe Auto Mall Association intends to revise its proposed identification sign design andreturn to City Council for further consideration and action at a future public hearingHowever the Auto Mall Association asserts that a new larger identification sign withLED digital display can be operated in a safe manner and is needed to remaincompetitive and continue to promote business at the various dealerships especially

DPW 340 70CDD42046rtsCounci12011Feb 22auto mall 22211 study session rpt21611 version



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 nearbycommunities These include the new 4 foot by 17 foot digital LED marquee sign at theCivic Arts Plaza a 3 foot by 6 foot LED sign near the 101 Freeway for Oaks ChristianSchool and digitalLED signs at all three high schools in Thousand Oaks The last

remaining static billboard along the 101 Freeway in Thousand Oaks is located adjacentto the Nordic Nursery near Ventu Park Road This billboard is 12 feet by 24 feet andthe 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 AutoMall identification signage needs and to hear comments from the community about thistype of signage City Council may also wish to provide its feedback

After the Study Session is concluded Staff expects the Auto Mall Association to submita different proposal for the identification sign and then a public hearing can be set toconsider the portion of the Ordinance dealing with the identification sign and the newconceptual 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 growthto a maintenance community to ensure that the goals and policies of theThousand Oaks General Plan are carried out and the City retains its role andreputation as a leader in protecting the environment and preserving limitednatural resources

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

technologybiomedical jobs

Submitted by Prepared by

Prescott Claudia Pedroso AIA P

unity Development Director Senior Planner

DPW 34070CDD42046jtslCouncil2011 Feb 22auto mall 22211 study session rpt21611 versionPrinted en recycled paper


l sit f31503Mark 1 Watkins y T purginDeputy Public Works DirectorPublic Works Director

Attachments

1 Location Map Attachment not included2 Aerial Photograph Attachment not included3 Ad Hoc Citizens Advisory Committee report4 Presentation made at January 27 2011 public outreach meeting5 Summaries of comments received at public outreach meetings6 November 8 2010 Planning Commission Staff Report7 2007 Federal Highway Administration digital sign guidelines8 Identification signs from other auto malls9 Questions submitted by citizens and staff answers10 Photos of digital signs and billboard in Thousand Oaks area

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ATTACHMENT 3

to City Council Report ofFebruary 22 2011

Auto Mall Ad Hoc Citizens Advisory Committee Report

1 Background

City of Thousand OaksPUBLIC WORKS DEPARTMENTMARK D WATKINS DIRECTOR

THOUSAND OAKS AUTO MALL STREET PARKING PROJECTAD HOC CITIZENS ADVISORY COMMITTEE

RECOMMENDATIONS TO CITY COUNCILJuly 22 2010

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

On November 17 2009 City Council approved a conceptual design for streetparking improvements in the Auto Mall and the formation of an Ad Hoc CitizensAuto Mall Advisory Committee The selected design alternative will provide 364additional spaces within existing street rightsofway at an estimated cost of 85million and includes widening of all City streets in the Auto Mall with 60degreeangled parking stalls There are about 600 existing street parking spaces in theAuto Mall area About three quarters of the project cost will be funded by theAuto Mall Association through Community Facilities District propertyassessments The project improvements will be designed and constructed as aCity capital improvement project C15118

The Citizens Committee includes 21 representatives from homeownerassociations area businesses the Auto Mall Association and other interestedresidents see Attachment 1 The purpose of the Committee was to providebroad community input on design features for the project

2 Committee meetings

Five meetings of the Citizens Committee were held February 11 February 25March 18 April 15 and June 15 2010 On average about 14 Committeemembers attended the meetings along with a number of City staff and a fewmembers of the general public Meeting agendas and summary notes wereposted on the Citys website

2100 Thousand Oaks Boulevard Thousand Oaks California 913622903 805 4492400 FAX 805 4492475Printed on recycled paper

Thousand Oaks Auto Mall harking ProjectCitizens Advisory Committee ReportJuly 22 2010Page 2

3 Scope of project review

The Committees review focused on design features for the project includingpedestrian amenities landscaping upgrades way findingdirectional signs and anew freeway monument sign

4 Recommendations for parking and street modifications

The Committee recommends constructing angled parking within existing Citystreets by reducing landscape setback areas from 10 feet to 4 feet Raised

pedestrian crosswalks at the intersections to reduce speed are recommendedRather than midblock speed humps the use of scored concrete or paverssimilar to a rumble strip is suggested the Committee acknowledges that thistreatment 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 oftreatment was used in the recent Oaks Mall expansion project

5 Recommendations for landscaping improvements

The Committee recommends landscaping improvements as shown in theconceptual plans Attachment2 including

a Meandering pedestrian walkwaysb Use of different pavementsc Benches at intersections

d Drought tolerant landscapinge Graffiti resistant coating on all retaining walls

On the dealer maintained areas adjacent to the new sidewalks the Committeerecommends that the auto dealers be given the option to use artificial turf on alimited basis as a water conservation strategy The height of the screening wallalong the 101 Freeway should not block visibility to existing dealerships

Since the current street lights will be relocated with the street widening new LEDlights that use less energy and provide more Tight should be used With the newbrighter street lights and existing dealer lights additional lighting is notrecommended

6 Recommendations for directional signage

Due to Caltrans restrictions additional directional signs for the Auto Mall on the101 Freeway are not possible Additional directional signs to the Auto Mall withinCity streets are recommended at the following locations

Thousand Oaks Auto Mall narking ProjectCitizens Advisory Committee ReportJuly 22 2010Page 3

a Hampshire Road ramps off the 101 Freewayb Thousand Oaks Blvd and Hampshire Road intersectionc Thousand Oaks Blvd median adjacent to the Auto Mall

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

New way finder signs within the Auto Mall are recommended for the end of theside streets at Auto Mall Drive Placement should avoid signs being blocked byparked cars The Committee recommends poletype or low monumenttypedirectional signs similar to those used at The Oaks Mall see Attachment 3 forexamples To the extent possible the new way finder signs should match thedesign theme of the new freeway monument sign

7 Recommendations for freeway monument sign

The Committee also reviewed studies and Auto Mall sales data confirming theneed for a more visible freeway monument sign Further since the constructionof the existing freeway sign in 1996 Caltrans has erected a changeablemessage 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 toroadside reader board signs To address safety concerns the sign should followFederal Highway Administration Guidelines for Off Premise ChangeableMessage 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 Mallsmall caps font

b Curved elements twocolumn designc Use of solar panels to power backlit letteringd Landscaping and meandering wall to soften sign appearancee No City or community event advertisingf Location of new sign along freeway same as existing signg Maximum sign height of 35 feet same as adjacent building height

measured from Auto Mall Drive pavement surfaceh Use of stonegrout lines similar to that used at The Lakes samples should

be presented to the Planning Commissioni 12foot by 25 foot full color LED reader boardj 24 hour operation auto dimming to 03 foot candles above ambient lightk 8 second image dwell time 1 second change timeI No animated flashing or scrolling messages

Thousand Oaks Auto Mall narking ProjectCitizens Advisory Committee ReportJuly 22 2010Page 4

Attachment 5 shows the recommended conceptual design for a new Auto Mallfreeway monument sign The Auto Mall Association would be the applicant for aSpecial Use Permit for the new freeway sign

8 Recommendations for zoning code changes

Recommendations for changes to the existing C2AM zoning code includereducing landscape setbacks oak tree replacements fewer street trees allowingonstreet angled parking allowing for directional signage and a larger freewaymonument sign See Attachment 6 for additional code amendment details

Submitted by

Ody LaiZIA

Prepared by

it

Attachments1 Ad Hoc Citizens Advisory Committee Roster2 Conceptual Landscaping Plans3 Sample Directional Signage4 FHWA Highway Sign Guidelines5 Conceptual Freeway Monument Sign6 Proposed Code Amendments

DPW 33000jtsAuto Mall Ad Hoc Citizens Cmte report

l

Louis oldsman CoChair

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 MemberKaren Branham TO Auto Mall Association

Kathy Perkinson Dos Vientos East HOA

Kevin Vincent Dos Vientos East HOA

Larry Horner Former City Council MemberLouis Goldsman Dos Vientos West HOA

Mark Wolfe Rancho Conejo HOAMike Chopp Foxmore HOA

Nick Quidwai resident

Rickie Whitman Westlake Hills HOA

Ryan Van Ommeran California Lutheran UniversityScott Stanley TO Auto Mall Association

Susan Murata TO Auto Mall Association

Tom Oswalt Consulting ArchitectCity Staff

Claudia Pedroso Senior Planner

Gary Wartik Economic Development MgrJay Spurgin Deputy Public Works DirectorJane Adelmann Finance AnalystJohn Adams Finance Director

Jon Shepherd Planning Division Manager

THOUSAND OAKS AUTO MALL

STREET PARKING PROJECT CI 5118AD HOC CITIZENS ADVISORY COMMITTEE

Attachment 1

City Council ReportOf

July 22 2010

2100 Thousand Oaks Boulevard Thousand Oaks California 913622903 805 4492400 FAX 805 4492475

I a Printed on recyckd paper

CONCEPTUAL LANDSCAPING PLANS8 pages

Attachment 2

City Council ReportOf

July 22 2010

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Attachment 3

Citizens Advisory Committee ReportSAMPLE DIRECTIONAL SIGNAGE July 22 2010

MUV1CO PARKING t

jCPENNry

Presentation Made at

January 26 2011 Public Outreach Meeting

ATTACHMENT 4


Auto Mall

Community MeetingJanuary 26 2011

Proposed Auto Mall Monument Sign

Thousand Oaks Auto Mall Association

Susan Murata

Scott Stanley

City of Thousand Oakslay Spurgin City Engineer

1I Presentation

Pr icxt histin

Design L nncepts

Meeting Agenda

1 Welcome Ground Rules

III Break Out SessionComment Cards

Pnipused signs

Meeting Objectives

1 Provide project information

2 Receive public input and comments

Followup meeting scheduled for1hursday February10 2011 600pm same location

www toaks o rg automall

Contains

Frequently Asked Questions

Ad Hoc Citizens Advisory Committee report

Planning Commission and City Council reports

Relevant studies and reports

Auto Mall Project

1 Existing spaces insufficient for employees andcustomers

2 Dated and tired appearance of Auto Mall streetslandscaping and freeway sign

1rstingsign installed 111 179E

3 Need for way finder signage pedestrian amenities

Auto Mall

Auto Mall Project

Approved by City Council on December 14 2010Landscaping improvements

Way Finder signage

Street parking improvements

Additnn rrf 194 new parking spaces

Still to be considered

Proposed freeway monument sign

Project ProgressNovember 2009 City Council approved preliminaryproject design

January 2010 City Council approved final designcontract

February to May 2010 Citizen Advisory Committee

frusssectnm of cumin unit

nnnnunity input on prnlect design

Reurmmendatr to tr City Council

Who We Are

Local Residents

Large EmployerCharitable Donors

125 milli i to sdbrxl partnership prurun

Contributed 8 million to Redevelopment Agency inlast 10 years

Generated 77 million 28 City sales tax revenueauto business sector over the past 10 years

Project Progress

2007 Top Ten City Council Priority

Redevelopment Agency RDA funding allocated forproject in FY 200709 CIP budget

Partnership between Auto Mall Association and Cityshared design costs 2008 to 2010

Preliminary design completed 2009

Project Progress

November 2010 Planning Commission approvedproject environmental report and entitlements

Apprrndhl split vote of new monument sign

December 2010 City Council approved project forbidding delayed action on proposed monument signpending further public outreach

Thousand Oaks Auto Mall

54 acres 9 property owners

originally developed In 1960s started vi ith 3dealerships now 25 brands

Approx 1000 employees 2008

Auto Mall

Dealership Reinvestment

Sign Design Concepts

Over 211 alternatiy e sign design cuncepis reviewed bYkdvisor3 Committee

n

Iv

Public Concerns

Sign is unnecessarY

Sign is tou large

Sign will be unsafe

Digital displas will he too bright and flashy

Precedent fur more signsDistract learn scenic corridor

City should nol be funding the sign

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and itleks

Auto Mall

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Thouorand Oaks Auto Mall r

Auto Mall

Atr

75 high with 12 x 25 LED and Triview Displays

Sign Recommended by CitizensAdvisory Committee

Auto Mall

Existing

9i high ssjilt 24 x i LED Di plxv

Ii VenturaNf00001 to Pp Jilrrtl St211 IlnlpllIsltl

101 Frlcw ON INCar Vern II Park

24 liillbonrd

1 SIt114 11i 1 iigi

Hermit sign approved in 1991

211 tall h ill wide

Electronic hnsusl it i 9

I nun rLi I srml11 im

lhs ncci and maintained hl uln Tall kssocia ion

AMU Mall will pav IIIII of nevi in cnsls

Auto Mall

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 businesseswithin C M1 lone

No non commercial messages

Ging of Thouand LLka 45

Existing to Proposed Comparison

Proposed Auto Mall Sign

35 tall 36 hide

Curved elements and pilastersIttrthiune colors and stone veneer

Landscaping and meandering Nulls

City or Thousand oaks 44

Proposed Landscaping and Sign

Auto 11lall 1lnpro elluluts from NB101 Freeway

NNlllplldlih

m

Auto Mall

Proposed Auto Mall Sign from NB101 Freeway

r I 1

Need for New SignExisting sign Is being removed For streetlandscapingproject

Replace wirh currcitmodem technuingyv

Small Business Association study15 to 150 sale increase

Over 60 of all sales are to non Thousand Oaks

residents

Not all dealerships visible from freeway

Safety Studies

2009 Tantala Associates studyReviewed 6111100 accidents in Uhio

Retiewai 151100 accidents in Not for

No increase in accidents after 1Mlis installed

2009 Veridian Group study

Advertising industry studio no problemGovernment studies concern

Recommended Brightness Levels for On Premise EMCs

Proposed Auto Mall Sign from SB 101Freeway

Will New Sign Set Precedent

Proposed municipal code amendment is specific to on13the Auto Mall zone

Existing sign approved in 1993 did not result inadditional signs in Thousand Oaks

Driver Distraction

Sign concept is consistent with current FederalHighway Administration FF1WA design criteria

No oitnation

No scrolling

N 11 atihtng

5 second dux ell now 1 sc and change time

Autdmttniug in acowdancc with ambient light

Auto Mall

FHWA Studies

Federal Highway Administration FHWA studies onfreeway digital signs and driver distraction

2008 Phasc I swill Literature re icw rccmmnleruled

additumal field level study

2011 Phase 11 atudv Datt acjuisni m driverdtstracfvm mat ire dify existing giudclincs rerrelease date not rain

Recommend incorporating new guidelines into projectconditions

Closing Remarks

Appreciate public input

Want to add to scenic corridor

Proud to be part of the community

Value Thousand Oaks as home and place of business

BreakoutComment Cards

Three locations For comments and suggestions

tiipn sire and massing

Sign archttccturc and cnhtrReader beard cntcrn and cr ti m

Comment Cards

Auto Mall

Next StepsReview and summarize comments and suggestions

Provide response to comments and present alternativesign designsat next meeting

Next meeting Thursday Feb 10 6 pm same location

Posting on City web page

Tonightspower point

Summar of commrnts and stimusnrrnh

Contact Information

Susan Murata Sllverstar Automotive Group

5115371 5412

Scott Stanley Thousand Oaks IlondaAcuraKu51715515

Jay Spurgin City of Thousand Oaks City EngineerSII5 4492444

IspurOnlrrrrksrtg

Summaries of Comments Receivedat Public Outreach Meetings

ATTACHMENT 5


Thousand Oaks Auto Mall Community Meeting12611Comment Card Summary

Attendance approximately 130 including City staff

Signed In 100 residents signed inCards 59 comment cards submitted

Responses are grouped by common concernsuggestion There were a total of 59 comment cardssubmitted A single comment card can raise more than one concernsuggestion which is why thenumber 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 neededno sign at all 9

5 Meet current sign codes6 Support current design7 Support parking and landscaping improvements8 Keep current signuse same design9 Like current datetime display10 Approving new sign will result in more along 101 corridor11 Reader board distracting have safety concerns12 25 maximum

13 Bought cars at Auto Mall14 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 built18 New sign will not help sales

19 Oppose new sign20 Dealers should provide parking for employees21 Internet advertising is better22 Dont oppose new sign23 2728 maximum

24 Use Redevelopment Agency money elsewhere25 30 maximum no columns less boxy26 Restrict LED messages

27 Sign should be placed on private property28 Proposed sign blocks scenic views29 Use multiple smaller signs for each dealership30 Wayfinder signs not necessary

31 Walt for FHWA phase II study release

32 Formally survey residents and meeting attendees

Thousand Oaks Auto Mall Community Meeting12611 Questions Comments Raised

1 Small Business Administration study of 2001 does not say that signage increases business 15 to150 Skeptical that signage would actually increase revenues

2 The Oaks Mall doesnthave 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 dont 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 cant I put a sign for my business next to the freeway Why should Auto Mall have specialtreatment 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 Doesntbelieve 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 Whyshould 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 didnt have a sign in 2010 yet sales increased by 15 from 2009 How were you able to dothat

16 Auto Mall has gone through the process Applauds Auto Mall for trying to engage the public andall 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 theeyes especially for people with glasses

19 Concerns of encroachment onto CalTrans rightofway and creekbed Wants legal opinion from

City about precedentsetting can other signs be stopped once this one goes up

20 Ad Hoc Committee not a true crosssection 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 Adams 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 1980s 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 seechanged 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 favornow

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 asham

30 Doesntthink sign will increase sales No conclusive evidence

31 Its impossible to get somebody new on City Council

Auto Mall Monument Sign Community Meeting 221011

Comment Card Summary

Signed In 62 Nearly half were not present at first meetingComment Cards 26

Speaker Cards 23

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

Common ConcernSuggestion

Number of

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 neededno sign at all 1

8 Support parking and landscaping improvements 2

9 Reader board distracting have safety concerns 2

10 Keep current signuse same design 1

11 Approving new sign will result in more along 101 corridor 1

12 Dealers should advertise in other ways 1

13 Use Redevelopment Agency money elsewhere 1

14 Position of sign in current design should be reconsidered 1

Auto Mall Monument Sign Community Meeting 221011

Summary of Speaker Comments

1 Carpet Tymes 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 CoChair 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 soldby 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 fromfirst meetingscomment cards for view by public Believes redaction of names was to prevent

opponents of the sign from being able to contact people of likeminded thinking Providedstatistics from first meetingscomment cards

90 dontwant an increase in size

70 dontwant 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 Emphasizesthat 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 thatthere 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 Doesntunderstand why we fail to support 28 of the sales tax base We all want Thousand

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 Dont 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 years City Council goal setting session Mentioned that the

Mayor said he heard the same complaints about the existing sign when it was being proposed in1994 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 theirdealerships 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 its a

freeway Simply generating a large portion of the Citys 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 Allowbusiness 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 its 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 6to City Council Report of

February 22 2011

November 8 2010 Planning Commission Staff Report

TO

FROM

SUBJECT

REQUEST

RECOMMENDATION

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


Meeting of November 8 2010

Planning Commission


MCA 200970433

OTP 201070413

APPLICANT MCA 2009 70433 City of Thousand OaksOTP 201070413 Auto Mall Association

City of Thousand Oaks

DATE COMPLETE MCA 2009 70433 November 25 2009OTP 201070413 September 9 2010

PROJECT PLANNERS Claudia Pedroso Senior PlannerJon Shepherd Planning Division Manager

This proposal involves one legislative action and one entitlement application

MCA 2009 70433 To consider an amendment to the Municipal Code for the Auto MallOverlay Zone C2AM to revise existing design standards andcriteria for parking signage and landscaping including provisionsto 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 treesand encroachment into the protected zone of 23 oak trees

That the Planning Commission recommend to the City Council approval of the following1 Mitigated Negative Declaration MND No 281 and Mitigation Monitoring Plan2 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 USHighway 101 as depicted in the Exhibit labeled Auto Mall Sign

cdd66021 Slaff ReportPlanning Cmsnpz FILE IDMCA 200970433


MCA 200970433 and OTP 200970413 Auto Mall ProjectNovember 8 2010

Page 2

All based upon the following findings

FINDINGS FOR RECOMMENDING APPROVAL OF MCA 200970433

1 The amendment is consistent with all elements goals and policies of theThousand Oaks General Plan including the General Plan goal to develop

appropriate additional tools enabling commercial industrial and residentialdevelopment to flourish in an efficient and compatible manner In particular theproposed parking landscape setbacks and signage changes will improve theefficiency and viability the C2AM Auto Mall Overlay Mall zone

2 Mitigated Negative Declaration No 281 reflects the independent judgment of theCity of Thousand Oaks and that on the basis of the Initial Study and anycomments received it is found that with mitigation there is no substantialevidence that the project will have a significant effect on the environment

3 Mitigation measures identified in Mitigated Negative Declaration No 281 areprovided as recommended conditions of approval and are fully enforceablethrough fees permit conditions agreements or other measures

FINDINGS FOR RECOMMENDING APPROVAL OF OTP 201070413

1 The granting of this permit is necessary to allow the construction of angledparking landscaping and street improvements at the Auto Mall

2 The approval of this request will not be contrary to or in conflict with the purposeand intent of the Oak Tree Ordinance

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

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

5 Mitigated Negative Declaration No 281 reflects the independent judgment of theCity of Thousand Oaks and that on the basis of the Initial Study and anycomments received it is found that with mitigation there is no substantialevidence that the project will have a significant effect on the environment

6 Mitigation measures identified in Mitigated Negative Declaration No 281 areprovided as recommended conditions of approval and are fully enforceablethrough fees permit conditions agreements or other measures

edd66021Staff ReportPlanning Cmsnpz FILE ID MCA 200970433


MCA 2009 70433 and OTP 200970413 Auto Mall ProjectNovember 8 2010Page 3

FINDINGS FOR RECOMMENDING APPROVAL OF CONCEPTUAL DESIGN OFNEW AUTO MALL IDENTIFICATION MONUMENT SIGN

1 The conceptual design of the sign is consistent with the Scenic HighwaysElement of the General Plan and the Freeway Corridor Design GuidelinesResolution 91 172

2 The conceptual design of the sign is consistent with the Thousand OaksMunicipal Code as proposed to be amended through MCA 200970433

3 MCA 200970433 if adopted will provide appropriate design and operationalparameters and standards for the sign

ENVIRONMENTAL REVIEW

A Mitigated Negative Declaration No 281 has been prepared and is provided underseparate cover for review by the Planning Commission On the basis of the InitialStudy it is found that although the proposed project may have some potentiallysignificant effects on the environment these effects can be mitigated to an insignificantlevel 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 ofsuggested conditions andor design revisions to the submitted plans are recommendedThe applicant has agreed in writing to these mitigation measures as required by CEQAin order to approve the MND The Mitigated Negative Declaration must be approvedbefore rendering a decision on the applications

BACKGROUND

The C2AM Highway and Arterial BusinessAuto Mall Zone commonly known as theAuto Mall Overlay Zone was established by the City in 1993 in order to encouragethe grouping of auto dealers and related uses and to develop appropriate standards forsuch uses As a corollary action the City Council rezoned the area depicted on thelocation map from C2 to C2AM

For a number of years the property owners and the City have wanted to improveparking conditions and make other enhancements to the Auto Mall As a means toachieve such improvements the property owners within the Auto Mall have formed aCommunity Facilities District CFD to essentially assess themselves for costs related tothe project and the Citys Redevelopment Agency has budgeted2000000 to assistwith certain public improvements needed for the project The Auto Mall is within theCitys Thousand Oaks Boulevard Redevelopment Project Area

On November 17 2009 the City Council took a number of actions in furtherance of thisproject to improve street parking landscaping signage and pedestrian amenities at theAuto Mall See Attachment 2 These actions include

cdd66021 S0ff ReportPlanning CmsnpzFILE ID MCA 200970433



Page 4

1 Approval of a conceptual design for street parking improvements The selecteddesign would add 364 angled parking spaces within the existing rightsofwayand widen streets to accommodate the additional parking spaces

2 Initiation of a Municipal Code Amendment to revise development standards ofthe Highway and Arterial BusinessAuto Mall C2AM Zone Reviseddevelopment standards would address area requirements for additional parkingimproved way findingdirectional signage landscape modifications and anupdated monument sign along the Ventura Freeway US Highway 101

3 Formation of an Ad Hoc Citizens Auto Mall Advisory Committee composed ofrepresentatives from homeowners associations area businesses the Auto MallAssociation and other interested residents

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

Over the course of design refinement and Advisory Committee meetings the initialconcept evolved into a master plan project where all of the individual builtcomponents would match in materials and colors and along with a cohesive tree andplant landscaping palette would create a unique and attractive design theme for theAuto Mall Key features of the design include angled parking on Auto Mall Drive and allconnector streets landscaped finger planters landscaped rotundas at intersectionsalong Auto Mall Drive a new 35 high Auto Mall monument sign with reader board andway finder signs

EVALUATION

Municipal Code Amendment MCA 2009 70433

The proposed Municipal Code Amendment includes changes to some of thedevelopment standards for the C2AM Zone which changes are necessary to allowimplementation of the physical design of the project The ordinance to make thesechanges is attached Attachment 1 The ordinance is formatted to show changes inexisting Code language by underline for added text and by trikethrough for deletedtext

Table 1 on the next page below summarizes these changes

cdd66021 staff ReportPlanning CmsnpzFILE ID MCA 2009 70433


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h h4 hTy h Ff7Fk IhqslSSiui5 44Parking 3406band c Allow parking angle to be defined by City

Engineer and not limited to only a 45 degreeangle A 60 degree angle is proposed for theAuto Mall project

Frontside yard 941303f Reduce front yard setbacks from 20 to 14 andLandscape Setbacks side yard setbacks from 10 to 4 in the C2AM

zone

Landscaping Adjacent 942404e2 Reduce landscaping adjacent to streets at frontto Streets of property from 20 to 14 and all other areas

from 10 to 4 in the C2AM zoneIdentification Sign 942308c1 Adopt specific development standards for an

Auto Mall identification monument sign alongUS Highway 101

Way finder Signs 942308c2 Define and allow way finder signs within the C2AM zone

MCA 2009 7043 and OTP 200970413 Auto Mall ProjectNovember 8 2010Page 5

Table 1 Proposed Development Standards

Parking

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

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

Currently the Municipal Code allows the City Engineer to permit onstreet angledparking however it must be constructed at a 45 degree parking only Section 43406is proposed to be modified to allow for the prescribed angle of the parking spaces to bedetermined by the City Engineer For this project Staff is recommending a 60 degreeparking space angle This was conceptually approved by the City Council on November17 2009

Landscape Setbacks

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

cdd66O211SIaff ReportPlanning CmsnpzFILE ID MCA 200970433


MCA 200970433 and OTP 200970413 Auto Mall ProjectNovember 8 2010Page 6

Current C2AM development standards require a twenty 20 foot front yard as well asa twenty 20 foot landscaped setback at the front of the property and a ten 10 footlandscaped setback along the sides of the property With an encroachment of six feetonto private properties the landscaped setbacks would be reduced to fourteen 14 feetat the front and four 4 feet along the sides Sections 941303fand 942404e2need to be changed to allow these reductions in the landscaped front and side yardsetbacks in the C2AM Zone

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

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

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

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

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

Trees

Currently there is no obvious tree pattern or theme within the project area More recentprojects such as the BMW and Mercedes dealerships on Auto Mall Drive have utilizedLiquidambar as the principal tree within the landscape setback areas Overall howeverthere are 20 different tree species found within the project area with no clearlydiscernible pattern on any of the streets Overall there are 190 trees currently withinthe project area

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

1 Liquidambar trees of a variety without the spiky round seed pod will be thedominant tree species on Auto Mall Drive This attractive and deciduous tree isalready planted in a number of locations on Auto Mall Drive and allowsreasonable visibility of the Auto Mall from the Freeway Trees would be plantedor transplanted to each of the finger planters on the north side of Auto Mall Drivein order to create one row of trees along the street Trees would not be plantedin the finger planters on the side of Auto Mall Drive adjacent to the Freeway inorder to avoid a double row of trees that would tend to obscure some of the AutoMall

cdd66021 Staff Report Planning Cmsnpz FILE Io MCA 2009 70433



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

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

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

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

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

The Citys Road Standards adopted by City Council Resolution 200359 recommendsstreet trees be planted at a ratio of one tree every 40 to 60 of frontage the proposedproject provides trees at every 90 on average The Resolution does allow theDepartment Directors to approve design deviations Therefore a Code amendment isnot required in order to allow a greater spacing The project as designed is acceptableto both the Community Development Director and the Public Works Director

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

Monument Identification Sign along the Ventura Freeway US 101

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

cdd66021 SIaff ReportPlanning Cmsnpz FILE ID MCA 2009 70433


MCA 2009 70433 and OTP 200970413 Auto Mail ProjectNovember 8 2010

Page 8

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

The proposed sign is about 42 larger than the existing sign and it does not exceedthe height of other structures within the Auto Mall nor will it significantly obstruct viewsof prominent ridgeline features from the Freeway corridor Therefore the proposed signis consistent with the Scenic Highway Element of the Citys General Plan whichidentifies the Ventura Freeway as a scenic highway The sign also complies with theintent of the Freeway Corridor Design Guidelines although it is not a building Forinstance the proposed sign complements the architecture of nearby buildings and doesnot impose a visual impact on the landscape Criteria that were considered duringdevelopment of the sign concept included factors such as letter design colors overallsign area in proportion to setbacks illumination and sign area in proportion to structureall of which are criteria for signage identified in the Freeway Corridor Design Guidelines

The Sign Ordinance Section 9423001 et seq of the Municipal Code requiresPlanning Commission review and approval of a Special Use Permit SUP for anyfreestanding monument sign that does not meet the standards set forth in thatordinance Since this sign is unique only to the Auto Mall and such sign would not beconsidered in any other zone a Code amendment is the proper avenue for establishingdesign criteria that could adequately regulate such a sign The design criteria includeitems such as design concept materials landscaping features maximum height andreader board criteria

As proposed in the MCA ordinance Part 4 proposed Code section 942308c1asingle Auto Mall identification monument sign could be approved without hearing andnotice by the Community Development Director but only if its design was consistentwith the conceptual design presented with this report and it met the designrequirements included in the Ordinance

Staff recommends that the Planning Commission review and recommend to the CityCouncil 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 Wayfinding signage provides valuable information at optimal decision points helping usersfind their way through the built and natural environment They do not incorporateadvertising

cdd66021 Staff ReportPlanning Cmsnpz FILE ID MCA 2009 70433


c NNN4NE tiiiirnilrs3r yiEairA ei 647 E 1Es 1auy7rys iaElnSss Yy

17Preserve in place no encroachments

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


Due to the unique nature of the Auto Mall with numerous side streets way finder signsare proposed within the public right of way only for directional purposes to guidecustomers to specific auto dealerships and not for advertisements These signs areproposed to be either monument signs or pole mounted signs Since no specificdesigns have been firmed up Staff is recommending that the design and location bereviewed through a Special Use Permit application In Part 4 proposed Code section942308c2 the ordinance provides design guidance and an administrative specialuse perrnit process for review of the way finder signs with conforming changes to Sec942310 Part 5 and 942804 Part 7

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

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

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

OTP 201070413

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

Tabie 2 Proposed Oak Tree Disposition

c dd66021 staff Report Planning Cmsnlpz FILE ID MCA 200970433



Page 10

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

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

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

John Innes the Citys Landscape consultant has reviewed the Oak Tree Report andOak Tree Location map submitted by Lee Newmansoffice dated August 18 2010 andagrees with most of the recommendations except that Mr Innes recommends oak treesNo 86 and No 148 be removed as mentioned before and that tree No 41 is added tothe list of trees with encroachment

No Municipal Code amendment is required for this part of the project since the Codeallows for offsite replacements of oak trees that are removed andor transplanted

CONCLUSION

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

Submitted by

Mark A Towne AICP

Deputy DirectorCity Planner

cdd660211Staff ReportPlanning Cmsnpz FILE ID MCA 200970433


Prepared by7 2

Claudia Pedroso AIA LEED APSenior Planner

11gr nathon F Shepherd

lanning Division Manager


Attachments

1 Proposed Ordinance Strike throughunderline version2 November 17 2009 Staff Report to City Council3 July 22 2010 Advisory Committee Recommendations4 Municipal Code Text of C2AM Zone5 Correspondence

cdd66021 Staff ReportPlanning Cmsnpz FILE ID MCA 200970433


Without

Attachments


February 22 2011

2007 Federal Highway Administration Digital Sign Guidelines


ink US11 6 ArnordSir iea

Federal RIg hway Palo ttstrallori

Real Estate

US Department of TransportationFederal Highway Administration

Subject INFORMATION Guidance On Off Premise Changeable Message Signs

ORIGINAL SIGNET BY Gloria M Shepherd

From Gloria M ShepherdAssociate Administrator for

Planning Environment and Realty

To Division Administrators

ATTN Division Really Professionals

Purpose

Background

httpwwwfhwadotgovrealestateoffprmsgsnguidhtm

FHWA Home I Feedback

FHWA HEP Really Outdoor Advertising

Memorandum

Date September 252007

Reply to HEPR20

The purpose of this memorandum is to provide guidance to Division Realty Professionals concerning off premiseschangeable message signs adjacent to routes subject to requirements for effective control under the HighwayBeautification Act HBA codified at 23 USG 131 Itclarifies the application of the Federal Highway AdministrationFHWA July 17 1996 memorandum on this subject This office may provide further guidance in the future as aresult 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 itslaws regulations and procedures to implement the requirements of its outdoor advertising control program A StateDOT should request and the Division offices should provide a determination as to whether the State should allowoff premises changeable Electronic Variable Message Signs CEVMS adjacent to controlled routes as required bour delegation of responsibilities under 23 CFR 750705jThe Divisions that already have formally approvedCEVMS use on HBA controlled routes as well as those that have not yet issued a decision should reevaluatetheir position in Tight of the following considerations The decision of the Division should be based upon a reviewand approval of a States affirmation and policy that 1 is consistent with the existing FederalState AgreementFSA for the particular State and 2 includes but is not limited to consideration of requirements associated with theduration of message transition time brightness spacing and location submitted for the FHWA approval thatevidence reasonable and safe standards to regulate such signs are in place for the protection of the motoringpublic Proposed laws regulations and procedures that would allow permitting CEVMS subject toacceptable criteria as described below do not violate a prohibition against intermittent or flashing ormoving lights as those terms are used in the various FSAs that have been entered into during the 1960sand 1970s

This guidance is applicable to conforming signs as applying updated technology to nonconforming signs would beconsidered a substantial change and inconsistent with the requirements of 23 CFR 750707d5As noted belowall of the requirements in the HBA and its implementing regulations and the specific provisions of the FSAscontinue to apply

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

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

law 23 US C 131 as it is interpreted and implemented under the Federal regulations and individual FSAs It wasexpressly noted that in the twentyodd years since the agreements have been signed there have been manytechnological changes in signs including changes that were unforeseen at the time the agreements were executedWhile most of the agreements have not changed the changes in technology require the State and the FHWA tointerpret the agreements with those changes in mind The July 17 1996 memorandum primarily addressed trivision signs which were the leading technology at the time but it specifically noted that changeable message signsregardless of the type of technology used are permitted if the interpretation of the FSA allowed them Furtheradvances in technology and affordability of LED and other complex electronic message signs unanticipated at thetime the FSAs were entered into require the FHWA to confirm and expand on the principles set forth in the July 171996 memorandum

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

Discussion

Changeable message signs including Digital LED Display CEVMS are acceptable for conforming off premisesigns if found to be consistent with the FSA and with acceptable and approved State regulations policies andprocedures

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

If the Division accepts the States assertions that their FSA permits CEVMS in reviewing State proposedregulations policy and procedures for acceptability the Divisions should consider all relevant information includingbut not limited to duration of message transition time brightness spacing and location to ensure that they areconsistent with their FSA and that there are adequate standards to address safety for the motoring public TheDivisions should also confirm that the State provided for appropriate public input consistent with applicable Statelaw and requirements in its interpretation of the terms of their FSA as allowing CEVMS in accordance with theirproposed regulations policies and procedures

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

Duration of Messageo Duration of each display is generally between 4 and 10 seconds 8 seconds is recommended

G Transition Timeo Transition between messages is generally between 1 and 4 seconds 1 2 seconds is recommended

Brightnesso Adjust brightness in response to changes in light levels so that the signs are not unreasonably bright

for the safety of the motoring publicO Spacing

o Spacing between such signs not less than minimum spacing requirements for signs under the FSA orgreater 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 determinedinappropriate 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

httnwwwfhwadoteovrealestatenffnrmsgsnauld htm

display in one still position if a malfunction occurs a process for modifying displays and lighting levels wheredirected by the State DOT to assure safety of the motoring public and requirements that a display contain staticmessages 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 achievenational consistency given the variations in FSAs State law and State regulations policies and procedures It is notintended to amend applicable legal requirements Divisions are strongly encouraged to work with their State in itsreview of their existing FSAs and if appropriate assist in pursuing amendments to address proposed changesrelating to CEVMS or other matters In this regard the Office of Realty Estate Services is currently reviewing theprocess for amending FSAs as established in 1980 to determine appropriate revisions to streamline requirementswhile 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 RealEstate Services Point of Contact serving your Division or Catherine OHara byemailCatherineOHara@dotgov

EIIWAFHWA Home 1 HEP Home 1 Feedback

United States Department of Transportation Federal Highway Administration

httpwwwfhwadolgovrealestateoffprmsgsnguidhtm

Examples of Other Monument Signs

AVP A Iuoi4uiuo0

n at Oxnard

ExistinSign inFontana


February 22 2011

f011NIVriii6101j liIi

Questions Submitted by Citizens and Answers by Staff

Answer There is no adopted standard on this topic



February 22 2011

Question 1 Shouldntthe City with the assistance of an expert in sign law developclear consistent and legally defensible standards for digital signs before it approves thismunicipal code amendment Why not

Answer The City AttorneysOffice has adequate legal expertise in sign law andis comfortable that the proposed municipal code amendment is legal

Question 2 How does the proposed Auto Mall sign comply with the Citys prohibitionagainst freeway oriented signs for advertising beyond identification

Answer No specific prohibition is cited but this question probably relates toTOMC Sec 942309u2which applies to freestanding signs for buildings anduses directly adjacent to freeways and says that such signs are generallyinconsistent with the Scenic Highways Element of the General Plan and may onlybe approved by Special Use Permit

Question 3 Will messages such as Credit Issues No Problem be allowed Whatabout 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 theadded code section Why or why not

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

Question 4 Does the City intend to convey a special privilege to the Auto Mall or will itbe in the unenviable position of approving a digital sign for the Promenade or PTS orSpectrum or Spinecenter or Muvico or the Oaks Mall or the proposed Lowes or anyother business with frontage along the 101 Freeway

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

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

Question 6 Without a clear and legally defensible sign ordinance will the legal nonconforming billboard on Newbury Road be allowed to convert to digital Why or whynot

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

Question 7 What formula is the City using to develop standard allowable sizes ofdigital 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 andsubsidiary related permits eg electrical mechanical will require the paymentof fees The City does not levy a tax on signs

Question 9 Why is the mockup an otherwise useful tool displaying time andtemperature instead of an ad Isnt it misleading to the public who may think that theproposed sign will be the same in nature as the current sign instead of a digitalbillboard

Answer The City requested the Auto Mall Association to construct the mockupwith a display panel the same size as the proposed reader board but did notdictate what copy to represent Its purpose delete what was to represent themass and scale of the sign and the reader board

Question 10 What is the visual impact of six ads per minute 525600 minutes per yearregardless of their content How many of those ads will be unique

Answer Keeping in mind that since the audience is persons in moving vehiclesno one will see more than a few at a time This impact seeing 6 image changesin a minute is not unusual in todayssociety The public doesntknow how manyof the ads will be unique

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

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


Question 12 Can the Caltrans sign be relocated so that it would not block the Auto Mallsign

Answer Relocation of the Amber Alert sign would require CalTrans approvalThe view blockage is caused by the pole supporting the sign and is relativelybrief

Question 13 If a dealer franchise has a Coke machine onsite can the proposed signdisplay an ad for Coca Cola

Answer No

Question 14 What products and services are available at the Auto Mall currentlyWhat if those are expanded at a future date would they be allowed to advertise on theproposed sign Why or why not

Answer All the businesses currently located within the Auto Mall overlay zoneprovide vehicles for sale or lease vehicle parts and accessories and vehicleservices As such they would be allowed to advertise on the sign whether ornot they expanded

Question 15 Is Toyota prevented from buying advertising space on the Auto Malls signby virtue of its location

Answer Thousand Oaks Toyota is currently located outside the C2AM AutoMall Zone and therefore would not be allowed to advertise on the sign A

dealer located in the C2AM zone would be allowed to advertise Toyotas for saleat 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 Malls 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 forexample allowing the Janss Mall to install gateway identifications that exceeded sizelimitations for signs and subsequently approving adding copy to those structures whatlimits are there on future staff or Councils to allow changes to the content of theproposed digital sign

Answer Since the specific content restriction to advertising only for products andservices available in the C2AM Auto Mall Zone would be incorporated in theCitys Municipal Code any change to those regulations would require a MunicipalCode amendment which requires public hearings before the PlanningCommission and City Council and final approval by the City Council

Question 18 Given the law of perhaps unintended consequences for example theeasing of prohibitions on temporary signs on public property for purposes of advertisinggarage sales that allowed the increased display of real estate open house signs on City


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

Answer The City Council action requested pertains only to this sign The CityAttorneysoffice has stated that it is restricted to the Auto Mall overlay zone andnot legally precedent setting as to other zones A property owner in anotherzone could apply for a Special Use Permit which would be judged on its ownmerits As to the issue of real estate open house signs this is in fact dictated bystate law which limits the restrictions that local governments may place on suchsigns

Question 19 Who or what owns the land upon which the sign will be located

Answer According to the Ventura County Assessors records the property iscurrently owned by William and Loreta Brendan

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

Answer The City Council will render the Citys final decision in this matter As inany land use action by the City Council an interested party that made publiccomments during the entitlement hearing may legally challenge the decision andif the decision is a legislative one then the legislative decision may be thesubject of a referendum

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

Answer Auto Mall sign regulations would be unique and legislatively restrictedto the Auto Mall overlay zone This means that there is no legislative authorityfor other zones to use the Auto Mall sign regulations and those zones would berestricted to the regulations that apply to commercial zones generally In theorya business in another zone could apply for a SUP to ask for sign regulationssimilar to the proposed Auto Mall sign but Planning Commission and CityCouncil would be under no obligation to accommodate The proposed Auto Mallsign regulations are not precedent setting since they are legislatively restricted tothe 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 942301 et seq prohibits offsite signs andlimits onsite freestanding signs to a maximum of 32 square feet in area and 6feet in height Sec 942309aa2TOMC page 713 These standards are thesame in all the commercial and industrial zones nothing different for the C2AMZone Sec 942310 provides a process to seek approval of a sign that doesnot meet the standards of the sign ordinance approval of a Special Use Permit


Special Use Permits for freestanding signs other than wayfinding signs in the C2AM zone require Planning Commission consideration and approval Special

Use Permits for onbuilding signs Citywide and way finding signs in the C2AMzone only may be reviewed and approved administratively The current Auto

Mall sign exceeds the numerical size limits of the Code It was approved by theCity Council via a Special Use Permit in1994

Question 23 I attended the community meeting on Jan 26 and while I did not speak inthe microphone I did fill out a comment card However after further review of yourpresentation slides I noticed a discrepancy in regard to the comparison of the size of theproposed sign to the existing sign Either the graphic on slide 47 shows an incorrectvisual comparison of the relative size of the signs or the existing sign is larger than the20 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 is35 feet at the highest point in the center of the sign The existing sign was approved tobe 20 feet high That means the ratio of heights of the existing sign to the proposed signis 2035 which is 057 or 57 The 35 foot line on slide 43 is 88 cm as measured on my

computer screen It may be bigger or smaller on your screen which doesnt matterWhat matters is the ratio of 20 feet to 35 feet On my screen if the 35 foot proposed signis 88 cm then the existing 20 foot sign should be 50 cm 2035 X 88 This wouldmake the top of the existing sign hit right about at the bottom point of the headlight seenon the electronic billboard portion of the proposed sign However if you look at slide 47which is a visual comparison of the two signs the existing sign is shown bigger than itshould be covering almost the entire car on the electronic billboard This is whether youcount the top of the globe to be 20 feet or the top of the flat part of the sign to be 20feet I dont know which was used to determine the sign is 20 feet although I wouldexpect the top of the globe should be 20 feet since this is the height the sign wasapproved to be The only way the comparison slide would be correct is if 20 feet is theheight of the portion of the sign that says Thousand Oaks without the top flat layer orthe globe That would mean the top of the uppermost flat part would be about 22 feethigh and the top of the globe would be about 25 feet high So either the current sign isabout 25 higher than it was approved to be or the comparison slide is incorrect andfalsely shows the existing sign to be closer in size to the proposed sign than it really isOf course this whole issue would become moot if you change your proposal to thecouncil and come up with a new design that abides by the city codes that were alreadychanged for your benefit in 1993 That is to propose a new sign that is no higher than20 feet high and contains only the time and temperature in any electronic portionOtherwise your packet should be corrected to either state the current sign is not 20 feetor 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 anobserver at ground level in front of the sign location The depiction is accuratefrom that perspective as shown in the photo below of the proposed sign mock upbehind the existing sign


Photos of Digital Signs and Billboard in Thousand Oaks Area

CIVIC ARTS PLAZA

Monochromatic LED Display

ATTACHMENT 10


4 x 11 Full Color LED Display

Westlake High School11

4 x 10 Monochromatic LED Display

Auto Mall

5 Monochromatic LED Display

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thousand oaks city council/redevelopment agency agenda for april 12, 2011

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