HomeMy WebLinkAboutPRE 2024-0035; PLAZA PASEO REAL; Admin Decision LetterJuly 30, 2024
Matthew Clark
1171 Scheuring Rd
De Pere, WI 54115-1001
SUBJECT: PRE 2024-0035 (DEV2017-0223} -PLAZA PASEO REAL
APN: 215-050-75-00
(city of
Carlsbad
VIA EMAIL AND MAIL
Thank you for submitting a preliminary review application for a proposed sign program amendment at
6941 El Camino Real, assessor's parcel number (APN) 215-050-75-00. The project site, an approximately
14.94-acre (651,278-square-foot)_parcel, is developed with two interconnected levels of approximately
155,829-square-feet of commercial space across eight buildings and known as the Plaza Paseo Real
shopping center. The lower level, at the southeastern end of the site includes four ancillary building pads
with retail space anchored around an approximately 46,800-square-foot grocery store. The upper level,
at the northwestern end of the site is oriented towards Dove Library and features a mix of restaurant and
retail spaces with the primary tenant being an approximately 32,632-square-foot theater. Vehicular
access to the site is provided off El Camino Real via Dove Lane to the east, and off Aviara Parkway to the
south.
Plaza Paseo Real, approved by the Planning Commission on February 1, 1989, under SDP 86-ll(A) and PC
Res. 2812, was conditioned to establish a sign program for the commercial shopping center aimed at
minimizing site illumination affecting surrounding residential areas and roadways. In March 1992, under
PS-92-25, the sign program was amended to allow secondary signage on awnings for Building "D". In June
1992, under PS 92-54, an amendment to add additional signage to Building "B" was denied as the
proposed amendment would exceed the maximum allotted signage and the intent of the original sign
program which is to reduce the amount of signage adjacent to residential properties. In December 2004,
the sign program was amended again to allow secondary signage at the grocery market under PS 04-109.
The project proposes to amend the existing Plaza Paseo Real Sign Program to allow for the changes
outlined below:
• New in-line tenant signage for remodeled building
• Removing awnings for 2nd level tenants
• New, additional wall signs for 2nd level tenants
• New development wall sign
• New monument sign with tenant panels
• New directional sign with tenant panels
• Installation of channel letters above existing monument sign
Community Development Department
Planning Division I 1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-2600
PRE 2024-0035 (DEV2017-0223) -PLAZA PASEO REAL
July 30, 2024
Page 2
In response to your application, the Planning Division has prepared this comment letter. Please note that
the purpose of a preliminary review is to provide you with direction and comments on the overall concept
of your project. This preliminary review does not represent an in-depth analysis of your project. It is
intended to give you feedback on critical issues based upon the information provided in your submittal.
This review is based upon the plans. policies. and standards in effect as of the date of this review. Please
be aware that at the time of a formal application submittal. new plans, policies. and standards may be
in effect and additional issues of concern may be raised through a more specific and detailed review.
Planning:
General
1. General Plan and zoning designations for the property are as follows:
a. General Plan: L, Local Shopping Center.
b. Zoning: Local Shopping Center {C-L) Zone.
c. The property is in the Coastal Zone. The Coastal land use designation and zone are the same
as the general plan and zoning above.
2. Depending on the scope of work, the project will require one of the following permits:
a. Sign Program Amendment {AMEND) or;
b. Modified Minor Sign Program or;
c. Modified Regular Sign Program
In addition, the following will be required for each sign (if not processed at one time as part of a
wholesale replacement of all wall signs):
d. Planning Sign Permit {PS)
e. Building Permit
3. Existing sign program. Plaza Paseo Real operates under the Plaza Paseo Real Sign Program {PS 04-109)
approved by the City Planner in December 2004. Page 18 of the program details the permitted sign
types for each lease space and building, including monument signs, suspended/projecting signs,
tenant in-line wall signs, and pad tenant wall signs.
The sign program distinguishes between two standards for tenant in-line wall signs: sign types "D"
and "Dl", and "E" and "El". Sign type "D" allows a variety of materials and three construction types
with internal illumination. It permits tenant name/logo up to 16 inches high or seventy percent of
fascia height, custom logos, typefaces, and colors, while prohibiting secondary signs. Sign type "Dl"
shares similar provisions but allows for tenant name/logo up to 22 inches high, stacked copy with
Community Development Department
Planning Division I 1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-2600
PRE 2024-0035 (DEV2017-0223} -PLAZA PASEO REAL
July 30, 2024
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specific height guidelines, and clearance requirements around architectural elements. Sign type "E"
allows for various materials and construction types with internal illumination, accommodating tenant
name/logo up to 22 inches high without stacked copy, and a length up to sixty percent of fascia or 12
feet maximum. It permits custom logos, typefaces, and colors, and prohibits secondary signs. Sign
type "El" restricts construction to reverse pan channel only, with limited illumination for specified
units, similar height and length allowances, and the same provisions for logos, typefaces, and colors.
These sign types are employed throughout the shopping center, except at Vons and Cinepolis, which
adhere to their own tenant standards for primary locations. In line with the original sign program's
objective to minimize site illumination impacting surrounding residential areas and roadways, signage
on rear elevations is limited, with stricter guidelines on illumination.
Sign type "El" allows signage on rear elevations of Buildings A and B facing Aviara Parkway, with only
Units Al and Bl permitted illumination. Upper-level tenants of Buildings D and E may also display rear
elevation signage, provided it complies with awning signage standards outlined in sign type "G". Sign
type "G" specifically applies to upper-level tenants in Buildings D and E with less than 36 feet of
frontage, allowing only generic vinyl lettering on awning valances. Logos and digital graphics are
prohibited, and sign dimensions must not exceed 75% of valance height and 90% of length, with 12
inches clearance on each end of the canopy. Only Swiss Heavy letterstyle for single line copy and white
vinyl are approved under this sign type.
Monument signs are permitted in six designated locations throughout the shopping center under the
current sign program. They include three types: Type "A" and "B" are single-face low-level ground
signs with decorative walls that complement the center's architecture. Tenant sign panels are made
of Lexan plastic with a first-surface opaque background and translucent copy for illumination. Center
identification letters are individual opaque letters with halo illumination. Type "C" signs, serving as
directory signs, echo the architectural style ofTypes "A" and "B" with faces of translucent trim-capped
white plastic and translucent copy. Registered or trademarked ID logotypes are accepted, while other
logotypes, letter styles, and colors require landlord approval. Monument sign locations include Al at
the corner of El Camino Real and Aviara Pkwy, 82 at the corner of El Camino Real and Dove Lane, 83
and 84 flanking the south entrance on Aviara Pkwy, and CS and 6 internally within the center. These
signs are strategically placed at driveway entrances to comply with the city's sign ordinance.
4. Proposed upper-level signage replacement. A significant component of the proposed sign program
amendment is to allow for secondary signage for tenants at rear elevations by removing rear awnings
from Buildings D and E, with additional awnings on Building C, all currently serving upper-level tenants
under the standards of sign type "G" of the existing sign program. The removal of these awnings
prompts the applicant to propose an amendment to allow sign type "D" on the rear elevations of
upper-level tenants. According to Carlsbad Municipal Code Section 21.41, wall signs are limited to one
square foot of area per linear foot of frontage. Dividing this allocation between two elevations would
permit a 20-foot-wide shop 20-square-feet of signage area, resulting in smaller signs (10 square feet
each) for a shop this size.
ZCA 11-03, effective September 23, 2014, amended the sign ordinance to grant the City Planner
authority to approve variations in sign number, area, or height by up to 15% through a Modified
Minor Sign Program Permit. The Planning Commission may approve variations exceeding 15% up to
30% through a Modified Sign Program Permit.
Community Development Department
Planning Division I 1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-2600
PRE 2024-0035 (DEV2017-0223} -PLAZA PASEO REAL
July 30, 2024
Page 4
Approval of a sign program amendment or modified minor sign program depends on the proposed
replacement area for upper-level signage. The applicant must provide detailed information, including
calculations of building frontages, proposed sign areas, and the percentage change from existing to
proposed signage. These details are crucial in determining whether a sign program amendment,
modified minor sign program, or modified regular sign program is necessary. If the proposed upper-
level signage intends to use the same allotted square footage split between primary and secondary
locations, a sign program amendment would be appropriate. An increase in area up to 15% requires
a modified minor sign program, processed administratively under the city planner's authority. For
increases between 15% and 30%, a modified regular sign program is required and must be approved
by the Planning Commission. Any increase exceeding 30% would necessitate a variance requiring
approval from the Planning Commission.
5. Signage proposed for rear elevation of Pad A. On page 18 of the proposed sign program amendment,
signage is proposed for the rear elevation of Pad A. Pursuant to 21.41.095, Table B, buildings such as
restaurants, hotels, or motels that face or are within three hundred feet of Interstate 5, State Route
78, Palomar Airport Road, or El Camino Real are restricted to one wall sign per elevation visible from
these highways. As there is already a sign on the southeast corner of this elevation (PS2019-0045), a
secondary signage location on the northeast corner would not be permitted.
6. Sign illumination. Pursuant to 21.41.030{A)(9), exposed neon lighted signs on any building elevation
that faces and is within five hundred feet of any property line that adjoins residentially zoned property
is strictly prohibited. The proposed sign program amendment has residential properties within five
hundred feet and any proposed exposed neon signs would not be allowed.
7. Logos and Graphics. Pursuant to 21.41.080(1), corporate logos and graphics, may be used in
conjunction with allowed signage. Logos, graphics and trademarks are included in total sign area, and
are subject to sign height standards, but are not subject to sign letter height standards. The proposed
sign program amendment has new sign area proposed for upper-level tenants as well as a new
development wall sign, both of which will have the total area calculated to include any logos and
graphics.
8. Suspended or Projecting signs. Pursuant to 21.41.095 Table B, the standards for suspended or
projecting signs are as follows: each establishment is allowed one suspended or projecting sign with
a maximum size of six square feet per sign. These signs must have a minimum clearance of eight feet
from the finished grade to the bottom of the sign. Suspended signs should be placed on the underside
of a walkway overhang at a 90-degree angle to the business establishment and may not be internally
illuminated.
9. New development wall sign. The sign program amendment proposes a new development wall sign to
be featured on an existing interior architectural element within the shopping center. The proposed
sign would face the lower level between buildings D and C and be approximately 47-square-feet and
affixed to a tower.
The proposed sign has a .040-inch-thick pre-finished aluminum coil (white inside), with seams at the
corners or top. It features backs made of aluminum composite material (ACM) with securely attached
letters that are illuminated by white LEDs. The sign displays stacked copy with "PLAZA" at the top and
Community Development Department
Planning Division I 1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-2600
PRE 2024-0035 (DEV2017-0223) -PLAZA PASEO REAL
July 30, 2024
Page 5
"PASEO REAL" at the bottom, with a logo positioned between the second row of copy and the top
"PLAZA" letters themselves will be non-illuminated and made of 1/4-inch-thick painted aluminum.
Under the development standards for wall signs in the C-L zone, the maximum sign area should not
exceed 1 square foot per linear foot of building frontage. For example, if a shopping center has a total
building frontage of 200 feet and there are ten tenant spaces occupying a combined frontage of 150
feet, each tenant would presumably have a maximum allowable sign area of 15 square feet (150 feet
of combined frontage / 10 tenants = 15 square feet per tenant). Therefore, the total sign area
allocated to existing tenants would already utilize the available frontage, leaving no surplus sign area
for a "New development wall sign."
The applicant would need to demonstrate how sign area is currently allocated among the tenants
within the shopping center and whether any changes or additions would comply with these standards.
This involves calculating the linear frontage occupied by each tenant and ensuring that any proposed
new sign area does not exceed the maximum allowable under the municipal code.
10. New monument signs. Monument sign standards pursuant to Section 21.41.070(A)(S) state that sign
area shall be computed by measuring the entire area contained within the frame, cabinet, monument,
monument base, or fixture. The proposed sign program proposes modifications to each of the existing
six monum_ent signs. Sign locations Al, B2, B3, B4, CS, and CG are proposed to be replaced with sign
types of CL.1, MS.1 and DS.1. Sign type CL.1 is proposing individually cut channel letters above an
existing monument sign at the corner of El Camino Real and Aviara Parkway. The signage
specifications include pre-finished aluminum coil with white interior, ACM backs with letter locking,
white LEDs, 3/16" white acrylic faces chemically bonded with pre-finished Jewelite, and various
mounting features such as weep holes, electrical conduits, and specific screw types for installation.
Sign type MS.1 will replace existing monument signs at the corner of El Camino Real and Dove Lane,
and two off the southern end of the property on Aviara Parkway. The new internally illuminated
monument signs are constructed with standard aluminum, featuring an angled frame and steel pipe
support anchored into an existing concrete base, and finished in light stucco to match the existing
buildings. The last proposed sign type is DS.1 which is a directional sign replacing previous signs on
the upper and lower level and are of similar construction to the MS.1 sign type.
The increase in sign area for the monument signs would result in a percentage change of
approximately 29.51% and results in the requirement for a Modified Regular Sign Program. The
decision-making authority for such a proposal would be the Planning Commission. The details for the
changes proposed to each monument sign are shown on the table below:
EXISTING HEIGHT WIDTH SF PROPOSED HEIGHT WIDTH SF %CHANGE
Al 6'6 35'6 230.75 CL.1 7'9 35'6 275.12 19.24%
B2 5'6 25'8 141.58 MS.l 7'5 27' 200.34 41.56%
B3 5'6 25'8 141.58 MS.l 7'5 27' 200.34 41.56%
B4 5'6 25'8 141.58 MS.1 7'5 27' 200.34 41.56%
cs 7' 9'6 68 DS.1 6'9 10' 67.5 -0.74%
CG 5'8 9'6 55.33 DS.1 6'9 10' 67.5 22.04%
778.82 1011.15 29.51%
Community Development Department
Planning Division I 1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-2600
PRE 2024-0035 (DEV2017-0223) -PLAZA PASEO REAL
July 30, 2024
Page 6
Please be advised that the proposed new monument signs indicate that the bases of the existing signs
would be maintained, if the bases are proposed to be altered there is potential for a coastal
development permit to be required for the new monument signs.
11. Sign Programs for other shopping centers. Staff conducted research on sign programs for shopping
centers with large anchor tenants, located in similar commercial zoning districts (C-L or C-2). The
purpose was to understand how these programs regulate secondary signage, rear elevation signage,
and wall signs that identify the shopping center. The following sign programs, aligned with the city's
sign ordinance, reveal that secondary signage standards are typically determined based on the
primary building frontage, affecting both sign area and rear elevation allowance. In some cases, multi-
tenant identification signs are utilized on rear elevations, with the sign area still based on the building
frontage. None of the researched sign programs include separate wall signs identifying the shopping
center that are not strategically placed for wayfinding purposes. Instead, these identification signs are
typically monument signs rather than wall signs.
a. The La Costa Town Square Sign Program is the most similar to the Plaza Paseo Real Sign
Program, as both have the same primary anchor tenants: Cinepolis and Vons. The sign program
does not impose a quantity limit on general tenant signs, provided the total square footage
allowance is not exceeded. It defines tenant sign frontage as the elevation where the main
entrance is located. Unlike the proposed Plaza Paseo Real Sign Program, the La Costa Town
Square Sign Program does not explicitly state that property identification signs can be placed
within the interior of the site. Instead, identification signs are placed on fountains at various
locations. These fountains, strategically positioned at entry points to the shopping center,
function as monument directional signs rather than placemaking wall signs on architectural
features such as a tower.
b. The Beacon La Costa Sign Program is similar to the Plaza Paseo Real Sign Program as it is
situated near El Camino Real. The sign program limits wall-mounted tenant signs to a maximum
of three per tenant and follows a standard of 1 square foot of signage for each linear foot of
frontage to calculate the total allowable sign area. To accommodate signage on the rear
elevations facing El Camino Real, the Beacon La Costa Sign Program utilizes multi-tenant wall
signs. The sign area is still based on the building frontage, defined in the program as the
elevation where the main entrance to the tenant space is located. The program strategically
identifies sign locations, considering signage placement, edge of the traveled way, and decision
points for wayfinding. Unlike what is being proposed, the Beacon La Costa Sign Program does
not include identity signs that are not purposeful for assisting with navigation within the
shopping center.
c. The Poinsettia Village Sign Program features a major grocery store as its anchor tenant, similar
to the other sign programs mentioned. This program explicitly states that buildings have only
one frontage for the purpose of calculating sign area. It does not allow for wall signs on the
back of tenant spaces, strictly prohibiting them. Additionally, upper-level tenant signage is
limited to one sign per tenant. The program offers both a freestanding directory sign and a
wall-mounted directory sign, although both are existing non-conforming signs. Like the other
Community Development Department
Planning Division / 1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-2600
PRE 2024-0035 (DEV2017-0223)-PLAZA PASEO REAL
July 30, 2024
Page 7
sign programs, project identification signs are monument signs placed on entry walls, with no
specific signs within the interior of the shopping center serving to identify the shopping center.
12. Sign Program Amendment. To allow for the removal of the upper-level awnings and their replacement
with wall signs, a sign program amendment may be necessary. It is important to note that the sign
area for the proposed upper-level tenant wall signs will be calculated using the primary building
frontage, as mentioned in Comment No. 4. This could result in some tenants not being permitted a
secondary sign on their rear elevation if their building frontage does not allow it, potentially leading
to a lack of uniformity in the rear elevation facing the lower level. Further, it will likely restrict the
size and therefore visibility of the front-facing elevation/business entrance wall sign since the
allocation for the business would be split between two elevations.
Planning staff recommends adding a separate sign type for the shopping center's upper-level tenants
to permit secondary signage on the rear elevation. This would be similar to Sign Type G in the existing
sign program, which promotes uniformity and a more coherent look for the rear elevation of upper-
level tenants. Please note however that the square footage of the secondary wall signage is limited to
what can be permitted pursuant to the Sign Ordinance.
The city's Sign Ordinance, Carlsbad Municipal Code (CMC) 21.41, does not limit the number of wall
signs for commercial centers in the C-L Zone. However, the total sign area for all wall, fascia, or awning
signs must not exceed one square foot of sign area per linear foot of building frontage for the primary,
front-facing elevation, not both sides.
A modified minor sign program amendment can permit up to 15% more wall signage with an
administrative, City Planner-level approval and a modified regular sign program amendment can
permit up to 30% additional wall signage with approval from the Planning Commission. Please see
Comment No. 14 below for additional information.
The sign program amendment application and requirements are provided via the P-11 Form, which
can be accessed through the link below.
https://www.carlsbadca.gov/home/showpublisheddocument/474/637843421138300000
13. Planning Sign Permit. If the sign program amendment is approved, an application for a Planning Sign
Permit will be required for the signs if they are replaced altogether. Otherwise, a separate sign permit
will be required for each sign as they are replaced. The application and submittal checklist for the sign
permit is the same P-11 Form used for the sign program amendment. After obtaining a sign permit,
a building permit through the Building Division will be needed for the installation of the sign.
14. Modified Regular Sign Program. The proposal to introduce new monument signs results in an
approximate 29.51% increase in sign area, as detailed in Comment No. 5 above. As noted earlier, any
. changes in sign area ranging from 15% to 30% necessitate a Modified Regular Sign Program and are
subject to approval or denial by the Planning Commission.
When proposing a modified minor sign program or a modified sign program that deviates from the
established standards, certain findings must be made to ensure compliance and appropriateness.
Community Development Department
Planning Division I 1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-2600
PRE 2024-0035 (DEV2017-0223)-PLAZA PASEO REAL
July 30, 2024
Page 8
According to Section 21.41.060(H) of the municipal code, the following criteria must be met for
approval:
a. Compliance with Rules and Limits: The standards established by the modified minor sign
program or modified sign program do not exceed any applicable rules or limits in the general
plan or local coastal program.
b. Proportional and Compatible Signage: The modified minor sign program or modified sign
program is necessary to ensure that signs are proportionate to and compatible with the
number, size, height, scale, and/or orientation of project buildings.
c. Visibility: The modified minor sign program or modified sign program is necessary to ensure
the visibility of the overall development to pedestrians and motorists.
d. Enhancement of Design and Function: The modified minor sign program or modified sign
program is necessary to enhance the overall project design, as well as the aesthetics and/or
directional function of all proposed signs.
All necessary application forms, submittal requirements, and fee information are available at the Planning
counter located in the Faraday Building at 1635 Faraday Avenue or online at
https://www.carlsbadca.gov/departments/community-development/planning. You may also access the
General Plan Land Use Element and the Zoning Ordinance online at the website address shown. Please
review all information carefully before submitting.
If you would like to schedule a meeting to discuss this letter with the commenting departments, please
contact Alex Alegre at the number below. You may also contact each department individually as follows:
• Planning Division: Alex Alegre, Assistant Planner, at (442) 339-5268
Sincerely,
Eric Lardy
City Planner
CJ:AA:CF
c: Plaza Paseo Real Associates LLC, 2415 E Camelback Rd., Ste 100, Phoenix, AZ, 85016
Laserfiche/File Copy
Data Entry
Community Development Department
Planning Division I 1635 Faraday Avenue I Carlsbad, CA 92008-7314 I 442-339-2600