31A - VARIANCE 2017-01 - Laserfiche WebLink

Home Browse Search

Variance No. 2017-01 August 28, 2017 Page 3 The subject building is within the Bristol Marketplace shopping center, located at the northwest corner of Bristol Street and 17"' Street. The building's location within the commercial shopping center limits visibility of the business from the arterial streets; it is set back more than 300 feet from 17th Street and more than 1,100 feet from Bristol Street. An existing freestanding commercial building currently occupied by Denny's further reduces visibility of the subject building from 17"' Street. The two additional wall signs are proposed near the entrance of the building to improve the tenant's ability to advertise its products and market its brand. Sufficient sign area is available on the fascia wall to install the proposed signs. Due to the business's limited visibility from the streets, approval of the variance would assist in attracting patronage to the business. Moreover, the nature of big -box retail markets, such as grocers, is to offer a wide range of services and products that attract and retain customers. Additional signage helps retailers to remain competitive and continually expand business opportunities. Through rebranding, Smart & Final Extra has expanded its goods and services. Approval of the variance for the two additional signs on the existing building will enhance the long-term viability of the business. Finally, staff has supported approval of sign variance requests for similar grocery stores or big -box retailers that contain ancillary businesses such as pharmacies, ATMs/banks, coffee shops, and additional types of signage to advertise wider range of products or services. The other Smart & Final Extra location in Santa Ana was granted a variance in 2015 for two secondary signs with the same sign copy of "Fresh Meat" and "Farm Fresh Produce". Target stores in Santa Ana also have approved variances for multiple signs on one elevation. The City has previously supported approval of variances for these types of sign requests and under similar circumstances. Approval of the variance would be consistent with prior approvals set by other projects. Table 3: CEQA Strategic Plan Alignment and Public Notification & Community Outreach CEQA, Strategic Plan Alignment, and Public Notification & Community Outreach CEQA CEQA Type General Rule Section 15061 b 3 Reason(s) This exemption applies to projects where it can be seen with certainty that there is Exempt or Analysis no possibility that the activity in question may have a significant effect on the environment. This is an existing retail establishment and no significant alterations are being proposed at this time. Strategic Plan Alignment Goal(s) and Approval of this item supports the City's efforts to meet Goal #3 (Economic Policy(s) Development) Objective #2 of creating new opportunities for business/job growth and encourage private development through new General Plan and Zoning Ordinance policies. 31A-5