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5.2 PCSR 07-22-2014 Elk Request for Action River To Item Number Planning Commission 5.2 Agenda Section Meeting Date Prepared by Planning Items July 22, 2014 Chris Leeseberg,Park Planner-Planner Item Description Reviewed by Request by Starbucks for Conditional Use Permit to Jeremy Barnhart, Deputy Director, CODD Amend Elk Park Center PUD Agreement signage, Reviewed by 19171 Freeport St NW, Case No. CU 14-15 Action Requested Recommend, by motion, denial of the Conditional Use Permit (CUP) for the following reasons: 1. No proposed amended Planned Unit Development agreement language was provided. 2. The proposed changes do not reflect the goals established by the clearly written and comprehensive Planned Unit Development regulations. Background/Discussion The applicant is requesting an amendment to the current Planned Unit Development (PUD) agreement to allow standard wall signage according to Starbucks's brand. Although the applicant did not provide any proposed amended PUD agreement language, they did provide proposed signage for the specific store they are working on. PUD Development Standards The standards indicate that the architectural character combines traditional retail storefronts with large show windows,brick and decorative masonry elements and metal awnings to create the character of a small town main street. From the beginning, the clear goal of the shopping center was to promote itself as a destination, avoiding a proliferation of signage that creates an unpleasant atmosphere. The size and amount of proposed signage does not fit that character nor does it meet the PUD sign requirements. PUD Sign Requirements The sign requirements for the Elk Park Center PUD area as follows: 1. Fascia signs for individual retail tenants shall be for store identity only. 2. Capital letters shall be no larger than 32" high,lower case letter shall be no larger than 24" high. Signs shall be centered over the entrance doors to the tenant space, or the leased area,but in no case shall they extend closer than 3'-4' from the projected lease line. 3. These signs shall be internally illuminated,individual letters placed on a 4" square electrical raceway,painted to match the brick facia. 4. No signage shall be permitted on the sides or rear of the building, other than that required for delivery identification or traffic control. 5. Attachment D illustrates a typical wall sign. PRNEREI IY NATURE June 27, 2014 To Whom It May Concern, We are requesting an amendment to the current PUD agreement for the Starbucks located at 19171 Freeport Ave., Elk River, MN 55330 to allow standard wall signage according to Starbucks's brand.The signage proposed is typical of all drive-thru Starbucks restaurants and is necessary to maintain brand cohesion and recognition. Please see the attached signage images and elevations. Below is a description and reasoning for the proposed signage.All illuminated signage will use energy efficient LEDs and are part of the rebranding of Starbucks in efforts to create a stronger brand image and aid in the flow of traffic at drive thru stores. East Elevation (the side with the drive thru window)- 12" Illuminated Channel Letters"STARBUCKS COFFEE"—16%square feet of signage- This is the traditional Starbucks word mark to identify the store on the east side of the complex. Including the directional wall cabinet the signage on the East elevation is approximately 7%of the wall area. 21" Illuminated Directional Wall Cabinet—approximately 6 square feet This elevation also includes a wall mounted directional directly below the 12" channel letters. They do not contain any branding logos and are generally regarded as incidental signage.The wall mounted directional helps drivers identify the proper direction in which helps the flow of traffic. North and South Elevations- 48" Illuminated Logo Disk—approximately 12.5 square feet There will be a logo disk on the South elevation and one on the North elevation.The signage on the North elevation and South Elevation is approximately 5%of the tenant wall area (this also includes the directional cabinets).This is part of the new branding recognition by Starbucks to emphasize the Siren as the main identifier of their stores. 21" Illuminated Directional Wall Cabinets—approximately 6 square feet These elevations also include a wall mounted directional directly below the 48" logo disks.They do not contain any branding logos and are generally regarded as incidental signage.The wall mounted directional helps drivers identify the proper direction in which helps the flow of traffic. 6' Pre-menu Board—Approximately 18 square feet—The set-back for the pre-menu board is over 10' from the road. Because of the extensive list of menu items Starbucks offers,the pre-menu board helps patrons to decide on their order before approaching the order board.This too helps to speed up the flow of traffic and create a better customer experience. The total square footage of wall signage above is less than 60 square feet. Each elevation has less than 10%of wall area.The current PUD allows for wall mounted directional signage.We are asking that the Starbucks standard for this be allowed even though it is 2.9 square feet larger. Sincerely, Stephanie Kelley 864.270.7848 Cell 864.233.0401 Phone 864.242.2240 Fax Hilton Displays 125 Hillside Drive Greenville,SC 29617 The proposed signage deviates from both the signage requirements as well as the small town main street character. North Elevation (front of building) The application shows a 48"wall sign (Siren) detail but the north elevation drawing ("B1") shows a smaller Siren with "STARBUCKS COFFEE" text. Clarification was requested but not submitted. East Elevation (side of building) They are proposing 12"illuminated channel letters "STARBUCKS COFFEE" ("A") on the East elevation which is approximately 7% of the wall area. This is the traditional Starbucks word mark to identify the store on the east side of the complex. According to requirement#4 above, signage on the east side (side) of the building is not permitted. It does meet the dimensional requirements if it were allowed. Staff would be willing to entertain signage on the Highway 169 side with limitations but the current regulations do not permit signage on the side of buildings. South Elevation (rear of building) They are proposing a 48" diameter logo disk ("B2") on the South elevation which is approximately 5% of the tenant wall area. This is part of the new branding recognition by Starbucks to emphasize the Siren as the main identifier of their stores. According to requirement#4 above, signage on the south side (rear) of the building is not permitted. It does meet the dimensional requirements if it were allowed. Other Signs Directional IVall Signs They are proposing three (3) directional wall signs ("D") that are approximately seven square feet in size. The PUD agreement references the city code for Other Signs. Section 30-860 states on-premises signs, including but not limited to directional signs,informational signs,private sale signs and nameplates, having a sign area of four square feet or less are exempt from permit requirements. If their proposed directional signs are four square feet or less, then they would be allowed,as long as they do not display advertising copy. Directional Freestanding Signs They are proposing two (2) directional freestanding signs ("E" & "F") approximately three (3) square feet in size. These signs meet the city code as proposed. Menu Board They are proposing one (1) pre-menu board ("H") approximately 18 square feet in size setback over 10' from the road and one (1) menu board ("J") approximately 32 square feet in size. The ordinance requires a setback of 10 feet from the property line. The site plan does not show the distance they are setback from the property lines. Clarification was requested but not submitted Section 30-871 states: One (1) on-premises menu board per drive-up or walk-up lane of a drive-in restaurant or carwash up to a maximum of 32 square feet each. Menu boards are allowed to have a message on one side only and may not contain an advertising message. They are proposing two. N\Departments\Commuruh Development\Planning\Case Files\CUP\CU 14-15 Starbucks\CU 14-15 sr Starbucks PC 7-22-14 Denial-I'able.docx The Commission must review the signage amendment for its consistency with the sign package established for the shopping center;does it continue to uphold and compliment the architectural character of the shopping center. In the review of the proposal,which suggested a significant departure from the clear regulations of the agreement, staff could only conclude that the signage did not support the purpose of the PUD and the amendment must be revised or denied. Alternatively, the Commission could table discussion and action on the item, allowing the applicant to review their application to be more in line with the purpose and intent of the shopping center. Financial Impact None Attachments • Location Map • Applicants Narrative • Comment Letter dated June 26, 2014 (Install This Sign &Awning Co.) • Comment Letter dated July 10, 2014 (Hilton Displays) • Sign Package Drawings • PUD Development standards N•\Departments\Community Development\Planning\Case Files\CUP\CU 14-15 Starbucks\CU 14-15 sr Starbucks PC 7-22-14 Dental--Table dock • ON ies.. ' w BAs . . -. t t , �� . , �� is �. .. 1 ltr . 1'', a' -°r 44. illid. 14 / , . ..0: ,, I Nr , 3 U • 0„ - • U� t b • v � tom} �+.\"T- , ~ 4 •.�. r * T } h,.S'" - t + - `v • t L' . • -'- As' '+ ' " "im . r_� . i !. w t • � . • . *.l,x ..Alµ, .11 *4*406-4— + �' •x, W cn P-1 a • • t t 1 1 �, I F �Lr n ;. vOS• tell e - / B+ ...... ,,,,,.„.„. a . .. , _. ...........a 0 . r... : A „ 4 1 r y ., E .fin ��. '""'^�..__ . , - June 27, 2014 To Whom It May Concern, We are requesting an amendment to the current PUD agreement for the Starbucks located at 19171 Freeport Ave., Elk River, MN 55330 to allow standard wall signage according to Starbucks's brand.The signage proposed is typical of all drive-thru Starbucks restaurants and is necessary to maintain brand cohesion and recognition. Please see the attached signage images and elevations. Below is a description and reasoning for the proposed signage.All illuminated signage will use energy efficient LEDs and are part of the rebranding of Starbucks in efforts to create a stronger brand image and aid in the flow of traffic at drive thru stores. East Elevation (the side with the drive thru window)- 12" Illuminated Channel Letters"STARBUCKS COFFEE"—16%square feet of signage- This is the traditional Starbucks word mark to identify the store on the east side of the complex. Including the directional wall cabinet the signage on the East elevation is approximately 7%of the wall area. North and South Elevations- 48" Illuminated Logo Disk—approximately 12.5 square feet There will be a logo disk on the South elevation and one on the North elevation.The signage on the North elevation and South Elevation is approximately 5%of the tenant wall area (this also includes the directional cabinets).This is part of the new branding recognition by Starbucks to emphasize the Siren as the main identifier of their stores. 21" Illuminated Directional Wall Cabinets—approximately 6 square feet There are 3 of the cabinets to aid in the flow of traffic.They do not contain any branding logos and are generally regarded as incidental signage. One will be located directly below the word mark on the East elevation and one directly below the logo disks on the North elevation and the South elevation. 6' Pre-menu Board—Approximately 18 square feet—The set-back for the pre-menu board is over 10' from the road. Because of the extensive list of menu items Starbucks offers,the pre-menu board helps patrons to decide on their order before approaching the order board.This too helps to speed up the flow of traffic and create a better customer experience. The total square footage of wall signage above is less than 60 square feet. Each elevation has less than 10%of wall area. Sincerely, Stephanie Kelley 864.270.7848 Cell 864.233.0401 Phone 864.242.2240 Fax Hilton Displays 125 Hillside Drive Greenville, SC 29617 J City of Elk River 13065 Orono Park'a■ }1k River,MN 55330 June 26, 2014 Install This Sign&Awning Co. via email: graphics @installthisisgn.com Kris Hernandez 4835 Lyndale Ave N Minneapolis, MN 55430 RE: Sign Applications for 1911 Freeport Ave Mr. Kris Hernandez, City staff has completed review of your sign package for the Starbucks located at 1911 Freeport Ave NW, submitted June 23, 2014. Following that review, a number of comments have been identified. The subject property,including signage is regulated by a Planned Unit Development Agreement, and has been provided to graphics @installthissign.com on April 17, 2014, also enclosed. The following signs,identified by the letter on the site plan submitted with the applications, do not meet the regulations and need to be modified or deleted. A. 12" Channel Letters: The sign meets regulations for size, however wall signs are required to be "centered over the entrance doors to the tenant space, or the leased area." Signage is not permitted on the sides or rear of the building, except for delivery purposes. B. 48"Wall Logos: Logos by themselves are not permitted. Allowed wall signs "shall be internally illuminated,individual letters placed on a 4" square raceway, painted to match the brick fascia. Signage is not permitted on the sides or rear of the building, except for delivery purposes. Logos may be included as part of the text,but may not be larger than the 32" limit for capital letters. D. 21" Dr. Thru Arrow: Wall signs are required to be individual letters. Graphics have been allowed when located in line with text, and no higher than 32". Signage is not permitted on the sides or rear of the building, except for delivery purposes. H. Pre-Menu Board: One menu board permitted per restaurant. J. Panel Menu: Sign size is not indicated, the maximum permitted size is 32 square feet. The sign also appears to be within the required 10' setback for all signs. rillIEREI 1 r Phone:763.635.1000 NATURE www.ElkRiverMIN.gov The directional signs (E and F) and window sign (C) are permitted and may be installed without a permit,provided they are at least 10' from the property line. (Sign `E,' near the pre-menu board, appears to be within the required 10' setback) Please address the non-conforming signs and re-submit the applications for approval. Feel free to contact me at 763.635.1035 or zcarlton @ElkRiverMN.gov with any questions. Sincerely, Zack Carlton, Planner I City of Elk River Cc: Sue Wong, Ben Hom and Associates RE Inc. end: Elk Park Center Sign Requirements ').1%* City of Elk River 13065 Orono Parkes a) Elk Rivcr,NIN 55330 July 10,2014 Stephanie Kelley Hilton Displays VIA EMAIL: stephaniekelley @hiltondisplays.com 125 Hillside Drive Greenville, SC 29607 Re: Conditional Use Permit Request—Elk Park Center Planned Unit Development (PUD) Amendment Comment Letter Dear Ms. Kelley, On July 8, 2014, city staff conducted a review of the materials you submitted for the PUD amendment. The following comments and recommendations are intended to bring the property in line with current city requirements and should be addressed on future plans. Unaddressed comments will be incorporated into recommended conditions. Your application is to amend the existing PUD agreement language as it relates to signage. Staff has outlined the areas that deviate from the PUD agreement. Please submit your proposed amended PUD agreement language and the requested revised drawings by July 14, 2014 at 12:00 p.m. for review. Based on the proposal, staff is not in the position to recommend approval. The City Council recently completed a comprehensive review of the sign ordinance, and made changes were appropriate, expanding the signage options. The proposed changes do not reflect any of the goals established by the City sign ordinance and the in place PUD regulations. It is recommended that the sign package be revised to better reflect the PUD regulations. Elk River Plaza Requirements vs. Proposed 1. North Elevation (front) a. The application shows a 48"wall sign (Siren) detail but the north elevation drawing shows a smaller Siren with "STARBUCKS COFFEE" text. Please clarify which is being asked for. b. You are proposing a 21" directional wall sign (6.9 square feet) which exceeds the ordinance requirements of 4 square feet Phone:763.635.1000 POiERE1 11 Fax:763.635.1090 NATURE www.ElkRiver\IN.gov c. This will need to be addressed in your proposed amended PUD language. d. The chevrons do not match from the detail to the elevation. 2. East Elevation (side) a. You are proposing 12" illuminated channel letters to show "STARBUCKS COFFEE" and a 21" directional wall sign (6.9 square feet). b. The PUD agreement does not allow signage on the sides of buildings c. The directional wall sign also exceeds the ordinance requirements of 4 square feet d. Both of these issues will need to be addressed in your proposed amended PUD language. 3. South Elevation (rear) a. You are proposing a 48" Siren and a 21" directional wall sign (6.9 square feet). b. The PUD agreement does not allow signage on the rear of buildings c. The directional wall sign also exceeds the ordinance requirements of 4 square feet d. Both of these issues will need to be addressed in your proposed amended PUD language. 4. Menu Boards a. You are proposing two menu boards, one at about 18 square feet with the other at about 32 square feet b. The ordinance states one menu board per drive-up up to a maximum of 32 square feet each. c. You will need to address this issue in your proposed amended PUD language. d. The site plan does not show the distance they are setback from the property lines. Please resubmit the site plan with dimensions to all menu boards from the property lines. The ordinance requires a 10 foot setback. 5. Directional Signs (Freestanding) a. You are proposing two directional freestanding signs approximately three square feet in size. b. These signs meet the city code as proposed. It is helpful to provide a written response letter to these comments, along with revised drawings. If you have any questions I can be reached at 763.635.1033. Sincerely, Chris Leeseberg Park Planner/Planner City of Elk River 763.635.1033 cleesebergC ElkRiverMN.gov i8 u1 O a 0 E z o iii sx t- 6 a -' 0 _• . , 2 1±1, >• ill ,-,-C 0) m .- 0 Cr, of CI •-• a LLI CC 0 76 a• a. w 0 a c 0 ,J g g,..- ! E 15 .8 3.-k C ' NI, 4(16-'44"8.1 , -- A s .itit ij 2 .l i g E I I L = 2-.1 1 L. z 1:1 uj , ,.... - loo — E M ; 7 I g . i (.. - , i....,.. M o 1 1 ..- U. u k fl' Y 0 - ffi 1 ci< I . - 6 ! L , , "N.. tirA) i I , ..., A 1 Vi2# / Ili g ,I ' E 1 1 I i I 1 1, i i i 11 t 1 - . •, , ril .. I! ZO ( i ,) ■ t,11 , 5... pi , 8 . _...„ . . , . Kim , E w 01. 1 Iv :0 § v ---) El iii 8 g \ r---1-ifti g . : 0 5. C7 CO E 3..g- a• -a 'to ac Sc n. .. ■ .. , , Ei c0 u)zr, 43 0 41 ,wE Ee,c a i. .e2 EcD3 a■ IS kno t i ---- 1 1 411 1 is'E- , . . _, o' 2.16. -8 0 ,--f, -:-3:. 1 , >+ iiiii. 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Z a ao 0 N. aZ t_ a m U a po; W Z rg z a w (n 3NVl o a 3y cc O 0 o Z w w V mm a Q.4 z � > a 0 ° o a a V11 LT- - L' U 7 Y N c� cJ -n S N =�"_, : ..,.. 0-- 0 u 0 0 z w a o o C $ CC a, °w r2 f-7 i az <m �� °~H 1 F '*I MI may e,,1r ,y;I,J.cF, ,4Jw7W i--}1 __ 7 ' i t."-. *,- 1 -.k.---;4:— 1 ! . tii.• ',4:I �1 •:„_,..,,,,,b„ ,,,.,,,., 77),,i,,r,„ , ,„ . ,1! 1 ,:i , ,, „.„,.._. •.,, .,,,,Al , 6' -' ''1:1-4 L,-1 ,Lf,, 0. 11 ,t t ,} 3 r � 1 ! -- 1- f3: cc o f i'fa- CC 2 ra,, . W .1:_- CC 9 I e N . C) N - fr,V 0 1 Z I 2 up CC W — ��1 O I „O-,s I I „O-,s „O-,E I .O-,s C.) W CC EXHIBIT H C DEVELOPMENT STANDARDS Architectural Character. The proposed design combines traditional retail storefronts with large show windows, brick and decorative masonry elements and metal awnings to create the character of a small towr main street. The design incorporates sidewalk planting areas and pedestrian scale !ighting fixtures to reinforce the sidewalk character of the retail shops. The small town main street concept is further reinforced through the use c a consistent ornamental planting theme and decorative lighting fixtures at each of the entrances into the shopping center and along major circulation paths. Through the use of a consistent palate of materials and colors the design of the smaller retail buildings are integrated with the prototype design of major tenants. The scale and spacing of brick and stone-like storefront columns provides for the necessary leasing flexibility at the small tenant shops. The design of the monumental pylon sign and the ground monument at the major entrances reflects the character of the retail shops by incorporating the base building materials and detailing with the identification of the center and it's major tenants. Landscaping: The landscaping plan of Elk Park Center creates visual, environmental and seasonal interest within and around the site. The surrounding tree lined streets and site entrances, as well as the shrub-filled islands, create a sense of rhythm and balance while directing the user to and throughout the site. Entry points are highlighted by entry feature planting which are repeated at each major entrance. Berming and plant material in areas surrounding the site create a pleasant screen for the residential neighborhood and surrounding community based facilities. The landscaping will help the Elk Park Center become a community landmark in the years to come. Major circulation routes are defined by overstory trees, clustered shrub plantings and berms, where area permit. Pedestrian pathways are accented by seasonal plantings and ornamental trees. Lighting: Pedestrian and general site lighting needs are satisfied through the use of different type and styles of lighting fixtures. The general site lighting is provided by high pressure sodium light fixture on 35 foot high painted steel poles. These light fixtures will provide lighting levels which vary from 5 foot candles at the entrances to the major tenant spaces to 1.5 foot candles along the perimeter of the parking lot. All service area lighting fixtures have been designed and placed to maintain a "good neighbor" philosophy. These inwardly directed fixtures feature low angle cut-off type reflectors. Primary entrances, major interior drives and all pedestrian walkways, within the project site, are illuminated with an appropriately scaled decorative light fixture. These fixtures will feature a "whiter" metal halide light source. The decorative globe fixtures will be approximately 20 feet high. The lighting fixtures used for the Phase One Development will establish the standard for all future development within the entire project area.