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Home My WebLink AboutARB202200013 Staff Report 2022-03-15ARCHITECTURAL REVIEW BOARD STAFF REPORT Project #/Name ARB-2022-13: Shoppers World Retail Building Comprehensive Sign Plan Revisions and Reines & Rogers Jewelers Sign Review Type Certificate of Appropriateness for a Sign, Revisions to a Comprehensive Sign Plan Parcel Identification 061M00012001D0 Location 220 Twenty-ninth Place Court (Figures 1 -3) Zoned Planned Development Shopping Center (PDSC) / Entrance Corridor (EC) Owner/Applicant FR Shoppers World LLC C/O Federal Realty Investment / Reines & Rogers Jewelers (Jessica Rogers) / Hightech Signs Beth Robinson Magisterial District Rio Proposal To revise some of the criteria of an approved Comprehensive Sign Plan to allow the installation of two internally illuminated wall signs with black faces and white illumination at night. (Figs. 4a-c The Shoppers World Retail Building anchors the southeastern comer of the larger 291 Place (formerly Shoppers World) Context shopping center. It is located south of the McDonald's building, north of Dominion Drive, and across Rt. 29 from other mixed commercial development. Visibility The north, south and east elevations of the building, and the signs on those elevations, including the Reines & Rogers si ,are all cleazl visible from the EC street. ARB Meeting Date March 21, 2022 Staff Contact Margaret Maliszewski PROJECT HISTORY The retail building was reviewed and approved by the ARB together with a replacement McDonald's building (ARB-1999-21 and ARB-1999-46) and a Certificate of Appropriateness was issued for the development on April 28, 2000. The architectural design was approved with awnings in Sunbrella "black cherry". The original awnings have been replaced with awnings of various colors. Property management is researching replacement options; the "black cherry" color is no longer available. Design criteria for the retail building wall signs were approved on March 2, 2000. The applicant would like to add black as a letter face color, noting the appropriate appearance of the DSW wall sign elsewhere in the development. (See Fig. 5.) APPLICANT'S PROPOSED SIGN CRITERIA Red text = applicant's proposed additions SIGN FEATURE DESIGN CRITERIA SIGN TYPE Channel Letter LETTER FACE COLOR White or Black (Day/Night, appearing white at night) TRIM CAP COLOR/RETURN COLOR Bronze or Black RACEWAY COLOR To match wall CABINET FACE COLORS SIZE LIMITATIONS LOCATION(S) Signs shall be located within the brick panels above the awnings. MOUNTING DETAILS LOGO/GRAPHICS DETAILS *Graphics may use multiple colors. ILLUMINATION DETAILS TEXT LETTER TYPE/FONT MATERIALS COLORS *As of August 3, 2015, graphics with multiple colors may be used with channel letter signs, when the channel letter faces throughout the center are limited to a single color. Graphics shall be consistent with the Entrance Corridor Sign Guidelines. 31 , 11�„'�,•�21�K2� 1$ ac g Q`. y9, r >.. � 6 M 421E p '� q�-I f 4 er aZ 1531 a 1 1500 �! r 1 `Si• +�. 600' 20 ?. R5 mp,ace jl .✓ yid' �%/ 'is43 ,''�Sn� WenZ ��vO( J �l {¢! tiy• rliG>>'� 2 n 3S r 1555 1531 1577 p �' tr.. � ♦� . A✓Shot. 4 I ' 1585 15721$60 4r Y�'• ,4s f y; ,a41'T 6.,.h��e• 7 1593159b 15]6 `Y �r 1 1614 1ti161-13' 1580 r r 1621 1 1624 NZ141630 • 63 67 M 2 i D' b. �1434 8644 .lay-.-..aiLLsA21� f� -e':" Y• :. a r�ti j .590+• ice\ a? Figure 1: Location of the Shopper's World Retail Building. 4 Figure 2: Aerial view of the Shopper's World Retail Building. 2 Figure 3: View of the Shopper's World Retail Building from Rt. 29, facing west/southwest. ANALYSIS REF GUIDELINE ISSUE RECOMMENDATION II General Sign Guidelines 1 Create a consistent and unified design approach along the In this proposal, unity would be achieved None. Entrance Corridors. The placement, size, illumination and by maintaining a single sign type colors of signs can create unity along the corridor, or they can (channel letters), limited letter face colors create a disjointed, visually competitive environment. (black or white), and a single illumination Consistent and unified sign design allows the businesses type (internal, face lit). Unity would be located along the Corridor to have equal standing in visibility. further enhanced by limiting the color of It also provides a pattern of sign placement that makes the nightillumination white. The addititime on of a neutral daytiti me letter face business locations and entrances more easily recognizable to color that is already used elsewhere in the both vehicular and pedestrian traffic. development is not expected to have a negative visual impact on the EC. 2 Establish simplicity and reserve as preferred Using channel letters with white or black None. characteristics for sign design in these areas. This reflects the faces would maintain a simple and historic character of the area and enhances the aesthetic reserved appearance for the building, qualities of the Corridor. To this end, the overall design of a sign will be evaluated concurrently with that of the building on which it will be installed. The design of a building's walls, window locations, parapets and other architectural features will influence the Board's evaluation of appropriate signage. Likewise, a freestanding sign is evaluated in the context of the overall development in which it will be placed. Because each site is composed of a variety of elements that work together to create a unique character and appearance, ARB review of each sign proposal is guided by these sign guidelines within the context of the specific site for which the proposal is made. 3 Encourage creative design. The County encourages The day/night film is a good option for None. imaginative and innovative signs consistent with the purposes maintaining coordinated nighttime expressed above and in conformance with the regulations of illumination. the Albemarle County Code. 4 Design Compatibility 4a Placement: The design of a building's walls, window There is no change proposed to the Add the stucco panels in REF GUIDELINE ISSUE RECOMMENDATION locations, parapets and other architectural features shall locations of wall signs. The brick panels the tower at the influence the Board's evaluation of appropriate signage. Wall above the storefront windows are north/northwest comer signs can help establish rhythm, scale and proportion across appropriate, traditional sign locations. of the building as the facade of a building. The stucco panels in the tower at the north/northwest corner of the building are approved locations for channel letter wall signs. 9a Wall signs shall be integrated with the architecture of the building and the placement of such signs should not obscure also appropriate locations for channel letter signs. architectural features or details, including but not limited to cornices, windows, columns, pilasters and paneling. 4b Scale and Size: Signs located within the Entrance Corridor The Reines & Rogers sign meets None. may not exceed the size, height and setback requirements as ordinance requirements regarding size. outlined in Section 4.15 of the Albemarle County Zoning The letters are a maximum of 11.375" tall Ordinance unless the sign has received a variance). in a 29" band and 17.75" in a 45-9/16" tall band. The signs do not appear over - 9d The size of a wall sign shall be coordinated with the size of the architectural element on which it is placed. The sign scaled in their sign bands and there appears to be sufficient clear space on all should not overcrowd the architectural element, the wall, or sides. The sizes appear appropriate. the sign area. (See Illustration 6 on page 26.) Buildings and building elements should not be used as a billboard. For example, an appropriate height for channel letters in a 30" high sign band is 18". This allows 6" of unoccupied space above and below the letters. Generally, 4" of clear space above, below, and to the sides of a channel letter sign is considered a minimum, with larger clearances required for larger sign bands. The ARB will consider the degree of visibility, the distance from the Entrance Corridor, and the architectural design of the building and the sign area in its determination of appropriate sizes and placement. 4c Materials: Materials used in both the sign and support Standard materials that are compatible None. structures should complement the building and/or multiple with those used in the surrounding area business center being served by the sign. are proposed for the Reines & Rogers sin aluminum, acrylic). 4d Lettering and Typeface: Lettering should be in proportion to The proposed signs are illustrated with None. the sign and the building for visual clarity and overall balance. substantial clear space on all sides and Proportion of lettering includes font (size) and typeface appear to be in proportion to the available (style). The use of three typefaces or fewer is more wall area. A single typeface is proposed for the Reines & Rogers signs. REF GUIDELINE ISSUE RECOMMENDATION appropriate for signs in the Entrance Corridor. Additional typefaces may be approved only if they contribute to a balanced, le ible, unified sign design. 4e Color: Colors must be harmonious with each other. Colors Two colors are proposed for signs on the None. 9c must not clash with other elements on the site, both when building. White and black are harmonious viewed in daylight and at night, whether the signs are with each other and the building. The externally or internally lit. Overly intense color, such as but sign criteria indicate that the raceway not limited to dayglo or fluorescent colors, are prohibited. color will match the wall; however, existing signs are direct mounted to the The use of three colors or fewer is more appropriate for signs Fall. in the Entrance Corridor. Black and white are counted as colors. Additional colors may be approved if they contribute to a balanced and unified sign design. For raceway -mounted channel letters, raceways shall match the wall color. 4f Trademarks, corporate logos and graphics: The ARB may Multiple logo colors are proposed. The None. require that the color and scale of standard templates for ARB has approved the use of multiple trademarks, service marks, corporate logos and graphics be colors of logos when a single letter face modified. When used, trademarks, service marks, corporate color is used. This proposal adds a second logos and/or graphics should be incorporated as an integral letter face color, but black and white are part of the overall sign. generally neutral, and it is anticipated that the building would still maintain an appropriate appearance with multicolor graphics. 5 Lighting: The purpose of ARB review is to ensure that new Internal illumination is proposed for the None. development in the Entrance Corridors is compatible with the channel letters. That type of illumination historic architecture of the County and to promote orderly and is common in the area. It was previously attractive development. There is no historical precedent for approved for this building and has an internally illuminated signs. However, the ARB recognizes appropriate appearance in this the need to identify businesses to help the traveling public development. Requiring the channel letters with black faces to illuminate find their destination and exit the hi wa safel white at night will help ensure a 5a When illumination is required, the preferred solution is to consistent appearance. 9ei externally illuminate the sign — in other words, to shine a light l0ei on the sign. External illumination is preferred because it REF GUIDELINE ISSUE RECOMMENDATION allows consistency with the daytime image of the sign. External lighting appears to the viewer as reflected light and allows the focus of the sign to be the original overall shape, color and complete design of the sign. Internal lighting produces a fragmented, rather than unified, sign image at night compared to external lighting and may project light that is distracting to the viewer. Similarly, exposed light sources that form the body of a sign (such as, but not limited to, exposed or bare neon) are not appropriate for the Entrance Corridors. They can produce glare and, generally, do not achieve the subtle character and compatibility that is the goal for the Entrance Corridors. 5b Since external illumination does not fit every case, individual channel letters — a type of internally illuminated sign that has less visual clutter impact on the Entrance Corridors — may also be approved. Channel letters are generally the preferred type of internally illuminated wall sign because they project the total sign and are identifiable with the daytime image of the sign. When channel letters cannot be adequately accommodated, internally illuminated cabinet signs may be considered. If cabinet signs are utilized, the backgrounds of such signs must be made opaque zero light transmission). 5c External illumination is also preferred for approved graphics/logos; internal illumination may be considered for approval on a case -by -case basis. The Board will evaluate the specific design for size (adjusted in proportion to the accompanying lettering), balance, complexity, and distance from and relationship to the Entrance Corridor. These factors will determine the extent of internal illumination that can be approved. 5d These solutions are intended to reduce glare, visual clutter and distraction along the streetscape, to provide for coordinated appearances along the Entrance Corridors, to increase visual continuity, to achieve a balance of business identification with REF GUIDELINE ISSUE RECOMMENDATION order and continuity, and to limit negative impacts along the County's Entrance Corridors. 5e External Illumination: Lighting should be shielded and not 9eii create glare. Lighting should be aimed so as not to project 10eii illumination beyond the sign. All external light sources shall be white. 5f Internal Illumination: Any internal illumination is considered to contribute to visual clutter and will be limited. 5g All Illumination shall be non -blinking. 5h Exposed Light Sources: An exposed light source that forms the body of a sign, such as but not limited to signs formed of exposed neon, as opposed to a light shining on a sign, shall not be used in the Entrance Corridors. III Guidelines for Specific Sign Types 9 Wall Signs 9b Channel lettering (mounted on a raceway or individual letters) Sign type is limited to channel letters. None. is preferred to cabinet signs because cabinet signs tend to appear less integrated with the building. Channel letters overlay the wall material and allow the structure of the building to "read through" with less interruption. This results in a more coordinated overall appearance. 10 Wall Signs For Multiple Business Centers 10a A complete sign package shall be provided as part of the The current proposal is a revision to the None. submittal materials for the review of any new multiple previously approved Comprehensive Sign business center. The proposal should address how Plan. compatibility among signs will be achieved, and how new signs will be coordinated with the architecture of the building(s); the first approved sign installed in a multiple business center will establish the standard for all future signs for that center. The future review of proposals for new signs in existing multiple business centers will take into consideration the character and appearance of the existing building(s) and with existing sins . 10 REF GUIDELINE ISSUE RECOMWNDATION 10b b. Multiple business centers shall use a single sign type for all A single sign type is proposed — channel None. wall signs. letters. 10c c. Compatibility among signs must be maintained through A limitation on colors is proposed to None. color or font and typeface selection. maintain compatibility. Black and white are the colors proposed for the letter faces. This is expected to have an appropriate appearance. 10d Signs must be placed on the building in a manner that Sign bands have been established across None. establishes a unified appearance. the elevations and are the locations proposed for all signs. 10e Lighting 9eiii iii. Channel letters with translucent faces shall be constructed Standard channel letters, which typically None. such that no light spills outward from the top, bottom, sides or have opaque backs and returns, are back. Faces and returns of channel letters shall be opaque proposed. when back -lit halo -lit . 9eiv iv. Cabinet signs shall have a non - illuminated background, or No cabinet signs are proposed. None. an opaque (zero light transmission) background. Cabinet signs shall be constructed such that no light spills outward from the top, bottom, sides or back. If outlines of letters are proposed, the width of the outline must be in proportion to the width of the letter. An outline width of 1/8" has been found to be an appropriate dimension for signs in the Entrance Corridors. 11 SUMMARY OF RECOMMENDATIONS: Reeardin¢ the Comprehensive Si¢n Plan: Staff recommends approval of the Comprehensive Sign Criteria as outlined in the following table: Comprehensive Sign Criteria for the Shopper's World Retail Building Red = Applicant's proposed additions Blue = Staff s recommended additions. SIGN FEATURE DESIGN CRITERIA SIGN TYPE Channel Letter LETTER FACE COLOR White or Black (Day/Night, appearing white at night) TRIM CAP COLOR/RETURN COLOR Bronze or Black RACEWAY COLOR To match wall ILLUMINATION Internal. Illumination must appear white at night. LOCATION(S) Signs shall be located within the brick panels above the awnings or in the stucco sign bands of the tower. LOGO/GRAPHICS DETAILS *Graphics may use multiple colors. *As of August 3, 2015, graphics with multiple colors may be used with channel letter signs, when the channel letter faces throughout the center are limited to a single color. Graphics shall be consistent with the Entrance Corridor Sign Guidelines. Reeardine the Reines & Roeers wall suns: Staff recommends approval as proposed. 12 cN VF.aL ❑IRNTfD ❑ARcaEV AJ-re,.. — REMOTE MOUNT CHANNEL LETTERS TOTAL: 25.23 S/F SCALE: TBDMfS/PROPOROONAL LETTER SPECIFICATIONS: REMOTE MOUNTED INTERNALLY ILLUMINATED CHANNEL LETTERS CHANNELS FABRICATED WITH ALUMINUM LOW VOLTAGE POWER SOURCE FACES OF RETURNSM. BACKS OF.063 ALUM. BANDED WITH A V TRIM CAP MOLDING CREINES & R O D E R S CLnNNERIOPMOAf ADFOUATFRFHNDTHF WALLMCNN4 AND ACCESS AS R[QIIIED TO INSTALL NwAU If XEEDED, CITWFRTO PROVIDE ALL WMAGE wNMIG5TO U DLORO FUR FINAL ANNU V# ypIFD COPIfSCE#1 NW451GWWf p1AMNCS N1UplOTfS. � I A#LBMNCNCWCUOSMUST BETO CEp AND EDNEU MWNS wcIDDMGD D LP mLEADSSUPEAoRum. MUTPE XOTBE SHAREOMAIOINACED OSSUCHAS LK#AM4. NR THE SHARED EUUiE(N!. EL4NCPC EDD TTHCI IRACED MUST ENIN4.#IDORER SIL"DO MUSTEEPNT'IOED C.WMINNYNDSE51 OUNDWIREI EATCANM ANYLOA NCAAW"RNMN 0. MIMIFA /JID SIiF CIANIR IQI FKX SIGX TO MEET ANY 1AY01E W IRFUFNIS. INSTALLOIKREVwLBIEP MOWINGAWIMT#LM4ALLWMPOIFMSIKOU TGMNSECOMMYWM ICOINECIORE. GICICONWR, Ett ITOi OFTERMIHfp BY LOCAL(LDE ANO EAF CONg11CNE SAASD MVSOhS(MMG ALL NEEDEDN9AUATX NHANDYMANETTA NED CODE AND V# NBUIDNG OAAAMNSW M SA EOIE TO PMRNi M1KY5TUAFPFNTAATgN AT FXTIAX)AU0CATgNS, -JEWELERS _ _ t y M6YILEDRUNN.UMONMI . SK1pN0[ALL! p6TAlUlIRIIMtl1RUC110Nf NlL^•u .M� � �n. itvnvnxv +nR 16191fiY! svfin w�JnoWHnnvRa MATERIAL FINISH COL0n rM.*IN[gcvYlunrvrw Q DAYMIGHTFLQS ..wu�wn�em� BLACKIAIM UP '0 BLACK FET~ r W REIN & EWELIt $ a^Nae.e WRur.X.nno Saar..-.mN.lYo.n �a.cm OWaIYeiYW)hVl SCN PDA'.£VFNT MArcFWKE �� I ys DwgnaM AmAbd oAn+.Ro<aw PTzmlrl.]rw.l.>mA�neR.9,. e.�i IINEb�1-24]]io.R Ci zlmse,:m Rd Wun4-. JXn mroi XerNw P.arV cmu4u�.wv9zl �.reoq Aez moEnol WN311914MOB B-b Jar mYRM H39191]Ub� _ �miwidm IppThq ttm9E9I �P J COPYXRMYI1�IJq Thaenn vyFd uWbleL l�apn oelOeYHdllull Sipe.Ili9N81VbbbYarpereaalmdMldoRYnMbF<abn�b sryvew le Yon uVnmdbnry ni wGe �epab[edaeAElRin enY f^flonlMUNmwc Ylellwetln pelvryd NglaM 9pin uN kgYlY puellaneE Figure 4a: Applicant's proposed design for the Reines & Rogers signs, sheet 1 of 3. 13 SiGx O[i4 --\ ❑.Was,.- ❑cn (]er RACEWAY MOUNTED CHANNEL LETTERS f - REINES & ROGERS JEWELERS JEWELERS MAIN FRONTAGE: 50' SECOND FRONTAGE: 65------------- REINES&R(w; % JEWELERS Cvf bm.envw.�rn...0 sEx xUCEVFNreur Cx.KE _ _ .r., I."..+.::I Dorgzw xuNvu w+ac��am omrx-lakwmaw...a :ieY s-.em wi Ipor W-x+n anre+. ' uwY..w.«...vbi w iamlw mc�,-o+ near+mtso 8•n>�••.e PAGE2OF1 +i. n�ezi�um f>,fine. z+xz�om �...,:r.:meeeee Ca rigmW i"Th::>,wq'enb �niI4FNisen veakJry Ngf4N Sipv.11 ifeWmllmtIm ywrpwfxulm�kw.bn YaMbto flwnbarywrc abbe Nw wpsbtlonrwe1bEercpvlurNwealbaMinenY bMm Wmw<rer.1rc�sIM1e pwvryal1191�b�5igo vY 2pYN Vwclr+xtl Figure 4b: Applicant's proposed design for the Reines & Rogers signs, sheet 2 of 3. 14 REMOTE MOUNTED CHANNEL LETTERS 13YW b L REINES-&--, GE-ORJS- 'r I 156'W SF EWELERL3 i 16)9/16'W REINE56ROGEM JEWELERS `aan i.,..e e'aean.wa+ae LGUNLE,.[+•- �L +.yvM:RMbq I� SIGNS r..vev wv�w x+mv�m, o Iw.°o'_jl MtiuvDmY9 PAGE 9 OF 9 CWpgM1L w..,�w'.a.��.�wemi�.,.dmme.,,�a��R.meWwdem , _..a , ...,.,>.. .. .. i,. E, « ,. ,. , r.,,wa,v.lte mn.e�&HOn S"Uwwqafiym� Figure 4c: Applicant's proposed design for the Reines & Rogers signs, sheet 3 of 3. 15 —+ � mm t Figure 5: View of the DSW wall sign in the 291 Place shopping center. 16