DRC 03-15-07
Design Review Committee
March 15, 2007
Cupertino, CA 95014
(408) 777-3308
APPROVED MINUTES OF THE REGULAR MEETING OF THE DESIGN REVIEW
COMMITTEE HELD ON March 15, 2007
ROLL CALL
Committee Members present:
Cary Chien, Chairperson
Gilbert Wong, Commissioner
Committee Members absent
None
Staff present:
Aki Honda-Snelling
Staff absent:
None
APPROVAL OF MINUTES:
March 1, 2007
Minutes of the March 1, 2007 Design Review Committee were approved
WRITTEN COMMUNICATIONS:
None
POSTPONEMENTSjREMOV AL FROM CALENDAR:
None
ORAL COMMUNICATION:
None
CONSENT CALENDAR:
None
PUBLIC HEARING:
1.
Application No.(s):
Applicant:
Location:
DIR-2007-05, EXC-2007-03
Aaron Kelsey (Marketplace Shopping Center)
19638 Stevens Creek Blvd. Suite #200-210 & 230-260
Director's Minor Modification to an approved sign program
Sign Exception to exceed the allowed sign height for a sign on a tower element
Postponed from the March 1, 2007 Design Review Committee meeting
Design Review Committee decision final unless appealed.
Staff member Snelling explained that the sign program for Marketplace stipulates sign heights
of up to 22" for wall signs and up to 36" for tower signs. The applicant's proposal is for a Bay
Area Bridal tower sign at 41" and a New Things West wall sign at 24". They are asking for a
total of 6 signs as advertising for both stores in the new Building A. The signs are a script style
with back lighting, with the New Things West sign having some exposed neon. Commissioner
Wong asked if the presented renderings were true to size of the proposed signs to the existing
2 Design Review Committee
March 15, 2007
other sign heights already in place on the building. Staff member Snelling was unsure about the
height representations in some of the drawings. She stated that Staff would support the
application with reduced wall signage height to meet the sign program requirements for
Marketplace (to maintain overall consistency), reduced tower sign height to 30" (to balance the
Bay Area Bridal sign with the Merlion sign on that same elevation) and eliminate the double
row signs. She felt the duplication of signage for both stores was excessive for the building. The
applicant, Wayne Okubo of Evershine, stated that the upstairs tenant space is not normally used
for retail, so the extra signage was necessary to draw their customers up to them. In addition,
the signs are in conformance to the sign program with the exception of a few longer letters. The
logo stylization of the lettering, with upper and lower case, has caused a few of the letters to be
greater than the height allowance. The Bay Area Bridal and New Things West stores are
occupying a total of 7 retail spaces within the building making them "anchor stores", and as
such, they need all of the proposed advertising signs. Peter Phillips, owner of Bay Area Bridal
and New Things West, explained the logo and stylization necessity of the signs. He stated that
the additional signage was necessary for his company because people are having a hard time
finding their new location and he reminded the Committee that they are two separate
businesses even though they act in tandem with each other. Aaron from Aaron Signs, reiterated
that if each letter were measured separately, then the letters would be within the sign program
parameters. It's only when measuring from the top of the "B" to the bottom of the "Y" that the
sign exceeds the height restrictions. In the past, this is not how signs have been measured. The
applicant stated that he was flexible with the placement of the signs on the building. The
original proposal was to have the signs one on top of the other, but side-by-side would be fine
also. The discussion continued regarding sign placement versus coverage percentage and sign
height and coverage percentage of the existing signs on the building of the other businesses.
Commissioner Wong confirmed that if the Bay Area Bridal and New Things West hadn't rented
the available space, there could be 7 new signs as opposed to the proposed 6. He asked Staff
member Snelling about the measuring of the signs; literal versus intended. He confirmed with
the applicant the necessity of all of the requested signs. Chairperson Chien confirmed that the
proposed height sign of "Sign D" is 24" and asked for clarification from the applicant why the
other signs needed to be so large. He also asked about the history of sign approvals at the
Marketplace Shopping Center. He mentioned to the applicant that they might want to consider
amending their master sign program so they would not need so many sign exception
applications. Chairperson Chien also noted that he was not in favor of the brightness or color of
the exposed neon. The discussion continued about how sign heights are measured/ determined
at other locations in Cupertino and in other cities. There was further discussion about specific
sign placement on the building, the proposed sign heights and the height restrictions in the sign
program. A continuance of this item was proposed to have the ability to work out the exact sign
placement and heights. The applicant decided not to continue the item. He felt it was important
to get their advertising signs in place right away for the new season. Commissioner Wong
motioned to approve the applications with the following conditions:
1) The exposed pink neon lighting shall be reduced in color and lighting intensity on the
New Things West sign;
2) The double row "Bay Area Bridal/New Things West" sign shall be eliminated;
3) The tower sign shall consist of a maximum 36" high wall sign advertising "Bay Area
Bridal/New Things West" in a single row;
4) Other wall signs on the north, south east and west elevations shall not exceed 22"
3
Design Review Committee
March 15,2007
MOTION: Commissioner Wong moved to approve DIR-2007-05 and EXC-2007-03 with
the afore mentioned conditions
SECOND: Chairperson Chien
ABSENT: none
ABSTAIN: none
VOTE: 2-0
2.
Application:
Applicant:
Location:
DIR-2007-08
Tommy Yoon (HI Signs)
19628 Stevens Creek Blvd.
Director's Minor Modification to an approved sign program for two restaurant signs
(Mer lionj Marketplace)
Design Review Committee decision final unless appealed
Staff member Snelling explained that this sign application is for the new Merlion Restaurant to
go into Building A. The sign is a reverse channel letter sign with a metallic finish look in the day
and a backlit, halo illumination at night. The sign will be placed on the rotunda and is 36" in
height, which is in conformance with the master sign program for the Marketplace Shopping
Center. The applicant stated that the sign is very modest and compliments the feel of the high-
end restaurant it advertises. Both the Commissioner and Chairperson liked that the sign
conforms to the sign program and welcomed the restaurant to the City.
MOTION: Commissioner Wong moved to approve DIR-2007-08
SECOND: Chairperson Chien
ABSENT: none
ABSTAIN: none
VOTE: 2-0
OLD BUSINESS:
None
NEW BUSINESS:
None
Respectfully submitted:
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Beth Ebben
Administrative Clerk
g:planning/DRC CommitteejMinutes031507