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Home My WebLink AboutARB200800085 Staff Report 2008-07-28ARCHITECTURAL REVIEW BOARD STAFF REPORT Project #: Name ARB- 2008 -85: CVS (Seminole Trail) — Electronic Message Sign Review Type Certificate of Appropriateness for a Sign Parcel Identification Tax Map 32, Parcel 41A Location 3420 Seminole Trail, west side of Route 29 North at northwest corner of Timberwood Boulevard Zoned Entrance Corridor (EC), Highway Commercial (HC) Owner Tiki LLC Applicant Holiday Signs Inc. (Paula Boone /Jonathan Jones) Magisterial District Rio Proposal To install a freestanding sign with an electronic message board. ARB Meeting Date August 18, 2008 Staff Contact Margaret Maliszewski SITE/PROJECT HISTORY • In 2004 the existing freestanding sign at this site was approved. That sign is 12' high, 7'4" wide and 2' deep overall. It consists of an internally illuminated cabinet on a brick base. The cabinet has a white aluminum face and red letters. • The original proposal for the current sign was an 87" tall cabinet above a 3'9" tall electronic message sign, all supported by two posts, with an overall height of 24' and an overall width of over 11'. Staff worked with the applicant to revise the design to better meet the EC Guidelines. • The electronic message board requires a Special Use Permit. The purpose of the electronic message unit is to promote public awareness of special offers and store hours. • One electronic message board exists within the Entrance Corridors. It is located at the bank at the northeast corner of the intersection of Route 29 North and Rio Road. It is a non - conforming sign and it predates the establishment of Entrance Corridors in the county. • The ARB has reviewed no other proposals for electronic message boards. CONTEXT The replacement sign is proposed for the CVS site that is located on the west side of Route 29 North, just north of Target and the Hollymead Town Center and across from the Forest Lakes Shopping Center. There are numerous illuminated signs in the area. However, there are no other electronic message signs. ARB 8/18/2008 CVS Sign - Page 1 PROJECT DETAILS The proposed sign would replace the existing freestanding sign at this site. Sign type: Freestanding monument sign with an electronic message board Si ng Size: Cabinet: Overall: 4' tall x 7' 10" wide x 2' 2' /a" deep Electronic Message Board: 2' 7" tall x 7' 10" wide (letters not to exceed 2' high) Base: 5' tall x 7' 10" wide x 2' 21 /a" deep Overall: 10' tall x 8' 10" wide Sign Materials: Cabinet: Metal, plastic, vinyl Base: Brick to match the building Text: "CVS /pharmacy" at the top of the cabinet Assorted changeable text and pricing information in the electronic message unit Colors: Letters: Cardinal Red #53 (3M vinyl), red LED Illumination: Internal Location: Same location as existing freestanding sign, at the east side of the Timberwood Blvd. entrance into the site, approximately 300' west of Route 29 VISIBILITY Although the sign location is approximately 300' west of the EC, the existing sign is visible from the Entrance Corridor, particularly for northbound drivers passing through the Timberwood Blvd. intersection. Consequently, the proposed sign will also be visible from the EC. ANALYSIS (based on plans with revision date of 7/24/08) Issue: Electronic Message Board Comments: • The EC Guidelines discourage the use of reader boards because their typical structure, style and color do not contribute to a cohesive image on site. An electronic message board is similar to a reader board in that it provides for changing messages and its general character and appearance differ from other typical signs in the area. The proposed electronic message board has a dark background and a dark surround that contrasts sharply with the other colors of the proposed sign. • The EC Guidelines state that lettering should be in proportion to the sign. The maximum height for text in the electronic message board is 24 ", which is half the height of the overall cabinet and 75% of the height of the electronic message board. 24" letters are over - scaled for the proposed cabinet. • The EC Guidelines indicate that internal illumination produces a fragmented, rather than unified, sign image at night. The intent of the guidelines is to reduce visual clutter and distraction. The nature of the electronic message board as a changing, internally illuminated digital image is contrary to the intent of the guidelines. A changing illuminated message is by nature a fragmented image. It contributes to visual clutter, does not provide for coordinated appearances and will not increase visual continuity along the corridor, as the guidelines call for. • The EC Guidelines state that any internal illumination is considered to contribute to visual clutter and will be limited. This guideline has typically been applied to standard internal illumination of signs, but it is even more pertinent in the case of changing messages because a changing message is designed specifically to capture and recapture the attention of the viewer. The changing nature of the message and the sign contributes to visual clutter, which the EC Guidelines discourage. ARB 8/18/2008 CVS Sign - Page 2 • The EC Guidelines state that all illumination shall be non - blinking. It is anticipated that an electronic message board could produce blinking messages. Even if blinking images are prohibited, the changing nature of the message will have a similar negative impact on the Entrance Corridor. • The electronic message board is illuminated by LED lights. The intensity of the illumination is not clear from the proposal. Intense night -time illumination would increase negative impacts on the EC. Recommendations: Eliminate the electronic message board from the proposal. Issue: Sign drawings Comments: For clarity and consistency, the sign drawings should include all the proposed design details for the sign. Recommendations: Revise the sign drawings to include all the proposed design details (materials, colors, type of illumination, etc.). Identify on the drawings all proposed materials, including the material of the cornice and the band between the cabinet and the brick base. Clearly specify on the drawings that the background of the "CVS /pharmacy" sign is opaque. Identify maximum text sizes on the drawings. SUMMARY OF RECOMMENDATIONS Staff recommends the following as the primary points of discussion: 1. Appropriateness of the electronic message board as a sign type in the Entrance Corridor 2. Colors of the electronic message sign cabinet 3. Letter size Staff cannot support the sign design as proposed. Staff can recommend approval of a sign with the following conditions: 1. Eliminate the electronic message board from the proposal. 2. Revise the sign drawings to include all the proposed design details (materials, colors, type of illumination, etc.). Identify on the drawings all proposed materials, including the material of the cornice and the band between the cabinet and the brick base. Clearly specify on the drawings that the background of the "CVS /pharmacy" sign is opaque. Identify maximum text sizes on the drawings. Should the ARB choose to consider or approve the electronic message board, staff recommends that the ARB adopt specific guidelines for the approval of electronic message boards prior to issuing a Certificate of Appropriateness for any sign that includes an electronic message board. Guidelines might include: 1. Acceptable distance from the Entrance Corridor 2. Maximum text height 3. Maximum electronic message unit height and overall size 4. Maximum height above ground for electronic message signs 5. Integration of electronic message board into overall sign design 6. Minimum length of message time 7. No- blinking provision 8. Limits on digital graphics and colors 9. Intensity of LED illumination at day /night ARB 8/18/2008 CVS Sign - Page 3