HomeMy WebLinkAbout11 - Zoning Code Amendment Initiation - A-FrameCITY OF
NEWPORT BEACH
City Council Staff Report
March 11, 2014
Agenda Item No. 11.
TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: Kimberly Brandt, Community Development Director — (949) 644 -3226,
kbrandt @newportbeachca.gov
PREPARED BY: Brenda Wisneski
PHONE: 949 - 644 -3297
TITLE: Initiate a Zoning Code Amendment to Modify A -Frame Sign Regulations
ABSTRACT:
Request to initiate an amendment to the Zoning Code to modify the regulations affecting A-
frame signs.
RECOMMENDATION:
a) Find this action is exempt from the California Environmental Quality Act ( "CEQA ")
pursuant to Section 15262 of the State CEQA Guidelines, California Code of Regulations,
Title 14, Chapter 3; and
b) Initiate an amendment to Title 20 to modify A -frame sign regulations.
FUNDING REQUIREMENTS:
No fiscal impact.
DISCUSSION:
The City's current sign regulations prohibit the use of A -frame signs. The Corona del Mar
Business Improvement District (CdM BID) submitted a letter to the City requesting
reconsideration of these regulations (Exhibit CD -1) to allow merchants to place A -frame
signs in front of their stores as long as the sign remains on private property and does not
impede or impact the public right of way. Examples of A -frame signs are provided as Exhibit
CD -2. The request also suggests a streamlined permitting process and relaxed code
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enforcement on these types of advertising efforts.
If initiated, staff will obtain additional input from the CdM BID, as well as other business
entities in the City prior to developing the proposed amendment. It is staff's
recommendation that the proposed amendment be applicable to the entire City.
ENVIRONMENTAL REVIEW:
Staff recommends the City Council find this action exempt from the California
Environmental Quality Act ( "CEQA ") pursuant to Sections 15262 (feasibility and planning
studies) of the State CEQA Guidelines, California Code of Regulations, Title 14, Chapter 3,
because the initiation of the Municipal Code Amendment is not the adoption of a legally
binding plan or regulation and merely directs staff to analyze the suggested amendments
and present a recommendation for future action. Environmental analysis will be performed
consistent with CEQA prior to acting on any proposed code amendment.
NOTICING:
The agenda item has been noticed according to the Brown Act (72 hours in advance of the
meeting at which the City Council considers the item).
ATTACHMENTS:
Name
❑ CD -1 CdM BID Letter odf
❑ CD -2 A -Frame Sian Tvoes.cdf
Description:
CdM BID Letter
A -Frame Sign Samples
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ATTACHMENT A
January 17, 2014
To: Nancy Gardner
Newport Beach City Council
From: Scott Palmer
Treasurer for Corona del Mar Business Improvement District (CdM BID)
Subject: CdM BID request for re- evaluation of A Frame ordinance
The Corona del Mar Business Improvement District would like to endorse a plan to
reevaluate proper A Frame store front advertising, and encourages the city planning
staff to revise codes that would allow merchants to place such A Frame structures in
front of their stores as long as the frame remains on private property and does not
impede or impact public right of way. Such a plan would call for a streamlined
permitting process and relaxed code enforcement on such advertising efforts.
The A Frame sign is one of the most cost effective ways for businesses to advertise
specials or services. The sign in front of the business, outside the public right of way,
allows a business to send a message to customers (prospective and current) for the
initial investment of the A Frame and the minimal effort to update it. Costs involved in
this are much less than print, radio, or other conventional types of messaging. In
addition, as opposed to internet advertising that relies upon consumers seeking
services, A Frame advertising creates impulse demand. The A Frame follows through on
the City action of allowing businesses a 90 -day permit for temporary store -front
advertising.
As an historical note, the issue of A Frame advertising is directly related to the
establishment of the Corona del Mar BID. One of the original BID directors, Joe Monigal,
owned the Corona del Mar Florist shop at 3337 East Coast Highway. He would
continually be cited by the City for placing an A Frame sign in front of his shop on his
own property. Asa protest and countermeasure to such citations, Mr. Monigal
contacted the Economic Development Department to start a process that would result
in the establishment of the Corona del Mar BID, and eventually the four other BIDs
extant in the City as well.
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