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HomeMy WebLinkAboutARB201000074 Review Comments Miscellaneous Submittal 2010-08-09ARCHITECTURAL REVIEW BOARD STAFF REPORT Project #/Name ARB- 2010 -74: Taco Bell at the Gardens Review Type Certificate of Appropriateness for Signs, Certificate of Appropriateness for a Building Permit Parcel Identification 45 -104B4 Location 820 Gardens Blvd., on the east side of Route 29 North, approximately 200' south of Gardens Blvd. Zoned Commercial (Cl), Entrance Corridor (EC) Owner /Applicant Burgerbusters, Inc. /Hightech Signs (Josh O'Connor) Magisterial District Rio Proposal The applicant proposes to install new "Taco Bell" channel letters and bell graphic signs on the north, south and west walls of the restaurant, in the "entrance tower" on each of those elevations. The existing freestanding sign would also be re- faced, and multicolor metal fascia panels would be installed on the north, south and west elevations of the building. The applicant also plans to paint the building. Because construction of the building predates the establishment of Route 29 as an Entrance Corridor (see "history" below), the re- painting is not subject to ARB review. For more details on the proposed signs, see Appendix A. Context The Taco Bell restaurant is located on a parcel that is adjacent to the Route 29 North Entrance Corridor. The building is set back approximately 75' from the road. The freestanding sign is situated in the grass strip between the road and the parking lot. The restaurant is located in the Gardens Shopping Center, with other stand -alone and stri mall t e commercial buildings. Visibility In the summer, with the leaves on the trees, the site is visible from a short distance north of Rio Road to a short distance south of Woodbrook Drive. The EC elevation has the most open view; there are no large trees in the planting strip directly in front of the building. The southern side of the building also has an open view from the corridor. The northern side of the building is somewhat less open due to the proximity of the neighboring bank building and mature trees in the planting strip just north of the building along 29 North. Each of the signs on the building will be more visible when the leaves are off the trees. The internal illumination of the wall signs will make them more noticeable at night. ARB Meeting Date Au ust 16, 2010 Staff Contact Margaret Maliszewski PROJECT HISTORY DATE APPLICATION/REVIEW TYPE RESULT 6/21/1990 SDP -90 -08 Site plan for the Taco Bell restaurant at the Gardens approved. This approval predates the designation of Route 29 North as an Entrance Corridor. 1/28/1991 ARB- 1990 -08 The ARB denied a proposal to install an additional ground sign at this site. The applicant applied for an appeal of the decision, but withdrew the appeal and requested that the existing sign be moved. 2/19/1991 ARB- 1991 -12 The ARB denied the proposal to move the then-existing sign. 8/13/2009 ARB- 2009 -67 Pantops Taco Bell: Proposal to paint soffit with new Taco Bell colors. Application approved because new colors were less bold than existing colors and because the building was situated at a significant distance from the EC, with other buildings located in between. 9/10/2009 ARB- 2009 -74 Pantops Taco Bell: Proposal to reface the freestanding sign and replace two wall signs approved. The signs are located a significant distance from the EC, with other buildings located between the signs and the EC. 9/21/2009 "Other Business" item at ARB Anticipating a future sign application for the Rt. 29 North location, staff asked the ARB meeting. how the Pantops Taco Bell proposal would be applied at the 29 North location. It was the consensus of the ARB that "the number of colors exceeds what the guidelines recommend, the color combination is not consistent with other signs in the EC, and only the letters should be illuminated (no logo illumination will be allowed)." 4/20/2010 Request for information A Taco Bell sign company representative contacted staff to discuss the sign, fascia and building color change proposal for the 29 North location. Staff informed the sign rep of the color issues and the ARB's September action and suggested that a revised design be proposed. ANALYSIS OF WALL SIGNS REF I GUIDELINE ISSUE RECOMMENDATION II General Sign Guidelines Purpose 1 Create a consistent and unified design approach along The proposed letters and logo are to be See below. the Entrance Corridors. The placement, size, illumination illuminated. Violet and white are used and colors of signs can create unity along the corridor, or for the Taco Bell letters. The bell logo they can create a disjointed, visually competitive incorporates four colors: violet, environment. Consistent and unified sign design allows the magenta, yellow and white. Violet and businesses located along the Corridor to have equal magenta are not typical sign colors in standing in visibility. It also provides a pattern of sign the EC. The violet/magenta combination placement that makes the business locations and entrances is a bold one that is expected to more easily recognizable to both vehicular and pedestrian contribute to a visually competitive traffic. environment along the corridor. 2 Establish simplicity and reserve as preferred The magenta and violet color See below. characteristics for sign design in these areas. This reflects combination is a bold one; it is not the historic character of the area and enhances the aesthetic simple or reserved. The addition of qualities of the Corridor. To this end, the overall design of a yellow further emphasizes the sign. Set sign will be evaluated concurrently with that of the building against the orange background of the on which it will be installed. The design of a building's entrance tower, the combination takes walls, window locations, parapets and other architectural on an even louder, bolder appearance. 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. Design Compatibility 4e Color: Colors must be harmonious with each other. Colors Proposed colors are violet, magenta, Reduce the sign colors to must not clash with other elements on the site, both when yellow and white, totaling four colors no more than 3. Revise the viewed in daylight and at night, whether the signs are instead of three, although the amount of sign colors to result in a externally or internally lit. Overly intense color, such as but yellow used is minimal. The less intense combination not limited to dayglo or fluorescent colors, are prohibited. violet/magenta color combination is an within the sign design and intense one. The color combination in combination with the The use of three colors or fewer is more appropriate for clashes with the orange of the entrance overall building. Revise the REF GUIDELINE ISSUE RECOMMENDATION signs in the Entrance Corridor. Black and white are tower and does not contribute to a colors to achieve a more counted as colors. Additional colors may be approved if harmonious whole. On 9/21/2009, the balanced overall design. they contribute to a balanced and unified sign design. ARB confirmed that the number of colors exceeds what the guidelines recommend and should be reduced. 4f Trademarks, corporate logos and graphics: The ARB The position and proportion of the bell The proposed colors should may require that the color and scale of standard templates logo are appropriate and contribute to be modified to conform to for trademarks, service marks, corporate logos and graphics the logo appearance as an integral part the guidelines, as outlined be modified. When used, trademarks, service marks, of the wall sign. However, the bell logo elsewhere in this report. corporate logos and/or graphics should be incorporated as color combination does not provide for an integral part of the overall sign. an overall unified design. 5b Since external illumination does not fit every case, Cabinet signs are proposed for the bell Change the Taco Bell letter individual channel letters — a type of internally illuminated logo and the Taco Bell letters. Both sign to channel letters, or sign that has less visual clutter impact on the Entrance signs are to be internally illuminated make the white outlines of Corridors — may also be approved. Channel letters are with no portion of either sign identified the Taco Bell letters generally the preferred type of internally illuminated wall as opaque. opaque. Revise the bell sign because they project the total sign and are identifiable logo sign to include only with the daytime image of the sign. When channel letters The letters are proposed with the bell and make it cannot be adequately accommodated, internally illuminated interconnected white borders /outlines. If opaque. cabinet signs may be considered. If cabinet signs are the white outlines were made opaque, utilized, the backgrounds of such signs must be made the night -time view of the sign might opaque (zero light transmission). appear more like channel letters. Or, actual channel letters, like those used at the Pantops location could be used. The bell logo could be simplified — and the signage could appear less cluttered — by using the design installed at the Pantops location. That sign does not include the violet background and white border. 5c External illumination is also preferred for approved Internal illumination is proposed for the graphics /logos; internal illumination may be considered for bell logo cabinet sign. The proposed approval on a case -by -case basis. The Board will evaluate colors result in a visually complex the specific design for size (adjusted in proportion to the image that would be emphasized by accompanying lettering), balance, complexity, and distance internal illumination. Also, on from and relationship to the Entrance Corridor. These 9/21/2009 the ARB indicated that the REF GUIDELINE ISSUE RECOMMENDATION factors will determine the extent of internal illumination logo should not be illuminated. that can be approved. 5f Internal Illumination: Any internal illumination is considered to contribute to visual clutter and will be limited. III Guidelines for Specific Sign Types 9 Wall Signs 9b Channel lettering (mounted on a raceway or individual See 5B, above. letters) 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. 9d The size of a wall sign shall be coordinated with the size of Although the proposed signs do not Revise the sign colors to the architectural element on which it is placed. The sign appear over - scaled for the building as result in an overall color should not overcrowd the architectural element, the wall, or illustrated in the applicant's drawing, a scheme that is simple and the sign area. (See Illustration 6 on page 26.) Buildings and "billboard" appearance may still result reserved. building elements should not be used as a billboard. For because the orange color of the entry example, an appropriate height for channel letters in a 30" tower makes that element stand out high sign band is 18 ". This allows 6" of unoccupied space from the rest of the building. 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. 9JV Cabinet signs shall have a non - illuminated background, or The bell logo has a violet background Revise the Taco Bell letter an opaque (zero light transmission) background. Cabinet and a white border. The Taco bell letters sign to channel letters, or signs shall be constructed such that no light spills outward are not constructed individually. They make the letter outlines from the top, bottom, sides or back. If outlines of letters are have white outlines that are opaque. Make the entire proposed, the width of the outline must be in proportion to approximately 2" wide. bell logo opaque. 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. ANALYSIS OF FREESTANDING SIGN REF I GUIDELINE ISSUE RECOMMENDATION II General Sign Guidelines Purpose 1 Create a consistent and unified design approach along Violet and magenta are not typical See below. the Entrance Corridors. The placement, size, illumination colors for freestanding signs in the and colors of signs can create unity along the corridor, or Entrance Corridors. The addition of a they can create a disjointed, visually competitive yellow accent further boldens the image. environment. Consistent and unified sign design allows the The combination is a bold one that is businesses located along the Corridor to have equal expected to contribute to a visually standing in visibility. It also provides a pattern of sign competitive environment. placement that makes the business locations and entrances more easily recognizable to both vehicular and pedestrian traffic. 2 Establish simplicity and reserve as preferred The magenta/violet/yellow color See below. characteristics for sign design in these areas. This reflects combination is a bold one; it is not the historic character of the area and enhances the aesthetic simple or reserved. 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. Design Compatibility 4e Color: Colors must be harmonious with each other. Colors Proposed colors are violet, magenta, Reduce the sign colors to must not clash with other elements on the site, both when yellow and white, totaling four colors no more than 3. Revise the viewed in daylight and at night, whether the signs are instead of three, although the amount of sign colors to achieve a less externally or internally lit. Overly intense color, such as but yellow used is minimal. The intense, more balanced not limited to dayglo or fluorescent colors, are prohibited. violet/magenta color combination is an overall design. intense one. The use of three colors or fewer is more appropriate for REF GUIDELINE ISSUE RECOMMENDATION signs 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. 4f Trademarks, corporate logos and graphics: The ARB The placement and proportion of the None. may require that the color and scale of standard templates bell logo are appropriate in the for trademarks, service marks, corporate logos and graphics freestanding sign. The freestanding sign be modified. When used, trademarks, service marks, will need to coordinate with any revised corporate logos and/or graphics should be incorporated as wall sign and fascia panel designs. an integral part of the overall sign. 5b If cabinet signs are utilized, the backgrounds of such signs The applicant proposes to illuminate None. must be made opaque (zero light transmission). only the letters on the freestanding sign. 5c External illumination is also preferred for approved Internal illumination is proposed for the None graphics /logos; internal illumination may be considered for freestanding sign, but only the Taco Bell approval on a case -by -case basis. The Board will evaluate and Drive Thru copy are proposed to be the specific design for size (adjusted in proportion to the translucent. The bell logo and accompanying lettering), balance, complexity, and distance backgrounds will be opaque. from and relationship to the Entrance Corridor. These factors will determine the extent of internal illumination that can be approved. III Guidelines for Specific Sign Types 8 Freestanding Signs 8.e.iv Cabinet signs shall have a non - illuminated background, or Internal illumination is proposed. Only None. an opaque (zero light transmission) background. the Taco Bell and Drive Thru copy are proposed to illuminate. ANALYSIS OF FASCIA PANELS REF GUIDELINE ISSUE RECOMMENDATION Purpose 1 The goal of the regulation of the design of development A fascia is a traditional building See below. within the designated Entrance Corridors is to insure that element, but treating a fascia with a new development within the corridors reflects the multi -color geometric pattern is not. traditional architecture of the area. Therefore, it is the Although the existing brightly striped purpose of ARB review and of these Guidelines, that fascia does not meet the guidelines and proposed development within the designated Entrance is not particularly coordinated with Corridors reflect elements of design characteristic of the other aspects of the building, the significant historical landmarks, buildings, and structures of proposed fascia will not bring the the Charlottesville and Albemarle area, and to promote structure into conformance with the orderly and attractive development within these corridors. guidelines or make it more compatible with the historic architecture of the area. 2 Visitors to the significant historical sites in the The Taco Bell building was constructed See below. Charlottesville and Albemarle area experience these sites as before ARB approval of the building ensembles of buildings, land, and vegetation. In order to design was necessary. As such, the accomplish the integration of buildings, land, and building design does not reflect vegetation characteristic of these sites, the Guidelines Albemarle's historic architecture. require attention to four primary factors: compatibility with Compatibility with historic sites will not significant historic sites in the area; the character of the be enhanced by the multi -color Entrance Corridor; site development and layout; and patterned fascia. landscaping. Compatibility with significant historic sites: Compatibility with the character of the Entrance Corridor 5 It is also an important objective of the Guidelines to The multiple colors and geometric Revise the proposed colors establish a pattern of compatible architectural pattern of the proposed fascia panels and patterns of the fascia to characteristics throughout the Entrance Corridor in order to will not enhance compatibility along the be more compatible with achieve unity and coherence. Building designs should Corridor. The proposal is part of the the surrounding buildings. demonstrate sensitivity to other nearby structures within the company's updating of their store Entrance Corridor. Where a designated corridor is image. As such, the design is meant to substantially developed, these Guidelines require striking a catch the viewer's attention and stand careful balance between harmonizing new development out amidst the surroundings, rather than with the existing character of the corridor and achieving achieve unity and coherence. compatibility with the significant historic sites in the area. Site development and layout REF I GUIDELINE ISSUE RECOMMENDATION Compatibility with significant historic sites Structure design 9 Building forms and features, including roofs, windows, The pattern and color palette proposed Eliminate the geometric doors, materials, colors and textures should be compatible for the fascia panels are not compatible pattern from the fascia with the forms and features of the significant historic with the colors, forms and features of panel. Limit the colors of buildings in the area, exemplified by (but not limited to) the the significant historic buildings of the the fascia panel to a single buildings described in Appendix B. The standard of area. The fascia panel, with its bold one that contributes to compatibility can be met through scale, materials, and color combination and pattern, acts as balance along the EC. forms which may be embodied in architecture which is signage. contemporary as well as traditional. The replication of important historic sites in Albemarle County is not the The fascia panels at the Pantops location objective of these guidelines. are painted stucco. The 29 North panels are aluminum. The texture of the Pantops panels likely produces a more dull finish than the metal panels on 29 North will. 15 Trademark buildings and related features should be The proposed fascia panel changes are The fascia colors should be modified to meet the requirements of the Guidelines. part of the company's image update. limited and the fascia They are meant to bring the restaurant's redesigned to reflect a appearance in line with other Taco Bell more traditional design. restaurants to project a single corporate image. The new image is not compatible with the historic architecture of the Albemarle area. The proposed colors and patterns reflect a festive Southwestern U.S./Mexico theme rather than a Central Virginia theme. SUMMARY OF RECOMMENDATIONS Staff recommends the following as the primary points of discussion: 1. The proposed color combination for the wall and freestanding signs 2. The proposed color and pattern of the fascia panels 3. The extent of illumination of the wall signs 4. The sign type for the Taco Bell letters (cabinet vs. channel letters) 5. The background and border for the bell logo wall signs (eliminate the background and border ?) Staff offers the following comments on the proposal: Regarding the wall signs 1. Reduce the wall sign colors to no more than 3. 2. Revise the wall sign colors to result in a less intense combination within the sign design and in combination with the overall building, to achieve a more balanced overall design, and to result in an overall color scheme that is simple and reserved. 3. Change the Taco Bell letter sign to channel letters, or make the white outlines of the Taco Bell letters opaque. 4. Revise the bell logo wall sign to include only the bell and make it opaque. Regarding the freestanding sign 5. Reduce the freestanding sign colors to no more than 3. 6. Revise the freestanding sign colors to achieve a less intense, more balanced overall design. Regarding the fascia panels 7. Revise the proposed colors and patterns of the fascia panels to be more compatible with the surrounding buildings. 8. Revise the fascia panel design to reflect a more traditional design. 9. Eliminate the geometric pattern from the fascia panels. 10. Limit the colors of the fascia panels to a single one that contributes to balance along the Entrance Corridor. 10 APPENDIX A Details of proposed signs: This report is based on the following submittal items: Sheet # Wall Sign — Taco Bell letters Tye Wall Sign Bell logo Tye Cabinet Location Cabinet Materials Silk- screened polycarbonate, Kydex Base Location Centered above the door in each of the three entrance towers (north, west and south elevations), with the logo above the letters. Overall Sign Size 9'11.5" long x 1' .625" tall x 6" deep 3'2.879" wide x 2'9.952" tall x 6" deep Individual Sign Size Taco= 4' 11.5" long Bell = 4' 8.5" long n/a Text "TACO BELL" n/a Colors Letters Violet (Spraylat L8 -7917) n/a Borders /Outlines or Graphics Outlines: White, approximately 2" wide Graphics: Angled magenta (Spraylat L8 7837) bell with white and violet (Spraylat L8 -7917) accents and yellow (Spraylat L8 -7836) clapper on a violet background, with a white border and a violet cabinet return Illumination Internal fluorescent Mounting Direct to wall This report is based on the following submittal items: Sheet # Freestanding Sign Tye Refacing of monument sign Materials Embossed polycarbonate, paint Location Existing location on the east side of Route 29 North in the planting strip in front of the Taco Bell restaurant in the Gardens Shopping Center Cabinet Size 4' wide x 7' 6.125" tall; cabinet has 3" retainer on both faces Base Existing low brick base to remain unchanged Graphics Angled magenta (Spraylat L8 7837) bell with white and violet (Spraylat L8 -7917) accents and yellow (Spraylat L8 -7836) clapper on a violet background, with a white border and a violet cabinet return; graphic approximately 3' tall x 3' wide Text "TACO BELL" in violet (Spraylat L8- 7918); "Drive Thru" in white Illumination Existing internal fluorescent unchanged Landscaping Existing to remain: row of shrubs to north and south, shrubs and small tree in island to east This report is based on the following submittal items: Sheet # Drawing Name I Drawing Date/Revision Date 1 -8 Cummings Signs drawings: Site Plan, Elevations, Elevations, Mini Bell, 12" Taco Bell C loud Sign, Flex2Five Fascia Panels, Replacement Faces, Custom Monument Sign Replacement Faces 6/25/10 11