HomeMy WebLinkAboutASRDRB20210826 5.1
DESIGN REVIEW BOARD STAFF REPORT 5.1
TO: Design Review Board Members August 26, 2021
SUBJECT: Review and recommend approval of Master Sign Program request SR2021-
0006 establishing a master sign program for the Clocktower building
located at 301 Hartz Avenue.
PROJECT DESCRIPTION
This request is for a Master Sign Program (MSP) for the shopping center located at 301
Hartz Avenue.
The Planning Commission approved Development Plan DEV19-0011 on November 26,
2019, allowing the construction of a 2,677 square foot second-story addition, building
façade remodel, landscape improvements, and the addition of a public plaza to the
existing shopping center. A condition of that approval requires that the Master Sign
Program return to the Design Review Board for review and approval.
EVALUATION
• The MSP includes wall signs, window signs located in the interior courtyard area,
and multiple tenant sign boards. The Town’s Sign Control Ordinance allows two
signs per tenant, if the two signs have different visual orientations.
• Wall signs featuring individual letters are proposed to be placed on the towers
fronting Hartz Ave, within the plaza and visible to Hartz Ave, and fronting
Railroad Ave. Text is proposed to be a maximum of 18 inches in height with a
minimum thickness of 1.5 inches. Signs would be back lit and be dark bronze in
color.
• Sign height above the ground is limited to 15 feet, while the proposed wall signs
would have a height of 30 feet. The Town recommends the location of proposed
wall signs be changed to a maximum height of 19 feet. The applicant is proposing
30-foot heights as seen on sheet A3 but has provided an alternative due to staff
recommendations which can be seen on sheet A4. The recommended height of 19
feet exceeds the sign ordinance’s height restrictions but would be more cohesive
with existing signs in the Downtown District than the proposed 30-foot height.
301 Hartz Ave – Master Sign Program 2 August 26, 2021
•Multiple tenant sign boards would be recessed in the two primary towers fronting
Hartz Ave and one tower fronting Railroad Ave. Text font would be similar to
arial type face. Background material would be metal with a color matching the
awnings and roof, and text would be white painted metal. Text height would be
limited to four inches on 12-inch signs for two lines of text and nine inches for one
line of text. Text height would be limited to six inches on eight-inch-tall signs.
•Widow signs are proposed to be white decals. Language should be added to the
MSP limiting the size of the window decal sign to area to 25% of the contiguous
window area, consistent with the requirements of the Town’s Sign Control
Ordinance.
•While the Town’s Sign Control Ordinance allows only two sign per tenant (if they
have different visual orientations), Dudum Real Estate Group is proposing three
wall signs. The Town recommends the elimination of the proposed wall sign at the
back of the Plaza, facing Hartz, as there is already a proposed wall sign on the
front tower facing Hartz Ave.
For the proposed Dudum Real Estate Group Sign on the rear (Railroad Ave.)
elevation, it is the Town’s opinion that the first alternative is too high on the wall,
and the second sign is placed awkwardly at the bottom the wall area. It should be
centered in the lower wall location and sized consistent with the other wall signs.
•All signs feature indirect illumination and consist with Town requirements for
DBD Area 1. Individual wall signs will have back lighting and multiple tenant sign
boards will have up-lighting placed in the surrounding landscaping.
RECOMMENDATION
Approval of Master Sign Program request SR2021-0006 for the commercial building
located at 301 Hartz Avenue with the condition that wall signs be moved down in height
to a 19-foot maximum, the Dudum Real Estate Group wall sign at the back of the
courtyard area be eliminated, and the Dudum Real Estate Group sign on the rear
elevation be located in the lower location, centered, and sized appropriately on the wall
area.
Prepared by:
Riley Anderson-Barrett
Assistant Planner
Attachments: A - Signage Program - Building Elevation and Floor Plans
ATTACHMENT A