Packet 3.10.25 - Laserfiche WebLink

Home Browse Search

CUP No. 2024-15 – MainPlace Mall Digital Billboards (2800 N. Main Street) March 10, 2025 Page 4 4 8 2 4 Project Analysis Conditional Use Permit (CUP) requests for conversions of On-Premise Digital Signs to Off-Premise Commercial Advertising Signs (digital billboards) are governed by Section 41-1110 of the SAMC and are subject to discretionary review and approval of a CUP by the Planning Commission. Such CUPs may be granted when the required findings can be made; however, if the findings cannot be made, the request must be denied. Staff recommends approval of the proposed Project, as it would allow the Applicant to convert the existing digital signs into digital billboards without introducing new impacts to the surrounding community. The Project would also provide additional benefits to the City and contribute to the economic viability of MainPlace Mall. The physical structures of the signs would remain largely unchanged, with only minor modifications to remove tenant identification signage. The primary change would be to the type of content displayed. Currently, the signs are limited to on-premise advertising, meaning they can only promote businesses or activities located on the same property. The proposed conversion would allow off-premise advertising, enabling the display of regional or national advertisements unrelated to the site. Furthermore, the existing signs were originally constructed as part of the approval for RSPG No. 2014-01 and were designed to fully comply with the City’s development standards at the time, adhering to regulations outlined in the SAMC regarding height, sign area, design, location, and brightness. The signs are located at least 1,000 feet from each other, appropriately scaled to the surrounding development, and positioned a minimum of 250 feet from existing historic landmarks. As a result, the existing structures remain in conformance with City standards. Since no improvements to the equipment are proposed, the requested conversion would not introduce any new impacts or hazardous conditions for adjacent freeway drivers. In addition to compliance with development standards, the project is anticipated to enhance the economic viability of MainPlace Mall. By establishing a new revenue stream through advertising sales, the project will support the ongoing redevelopment and modernization of the 49-acre site. This economic boost will strengthen the property owner’s ability to maintain and improve the mall while also contributing to the area’s overall economic health. Moreover, the proposed operating agreement ensures the City will receive a portion of the revenue generated from advertising sales thus contributing to the economic viability of the City as well. General Plan Consistency The proposed Project aligns with several goals and policies of the City’s General Plan. Goal LU-1 of the Land Use Element seeks to provide a land use plan that enhances the quality of life for residents while respecting and preserving the character of the existing community. By converting the signage at MainPlace Mall, the Project aims to support the ongoing development and vibrancy of the site, while maintaining harmony with the