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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE CITY COUNCIL
AGENDA ITEM
Report: Case No. PZC-0014-2025. Amendments to Chapter 30.26 - Advertising Signage Overlay Zone (ASOZ) of the Glendale Municipal Code (GMC). Amendment to the City's Zoning Map to expand the boundary of the Town Center (Americana)-Galleria Districts ASOZ overlay zone onto a portion of the Downton Arts and Entertainment District of the Downtown Specific Plan to incorporate the properties at 230 – 238 S. Brand Blvd into the overlay zone and identify locations, sizes and elevations of two new animated wall signs to be incorporated into the expanded ASOZ boundary. Statutory Development Agreement to comply with GMC Section 30.26.100, including the provision of certain public benefits.
1. Introduction of Ordinance of the Council of the City of Glendale, California amending Sections 30.26.030, 30.26.040, and 30.26.050 of Title 30 of the Glendale Municipal Code, 1995, relating to the Advertising Signage Overlay Zone.
2. Introduction of Ordinance of the Council of the City of Glendale, California amending the Zoning Map to reflect an expansion of the Advertising Signage Overlay Zone (ASOZ) onto a portion of the Downtown “Arts and Entertainment” District (230 - 238 South Brand Boulevard) of the Downtown Specific Plan
3. Introduction of Ordinance the Council of the City of Glendale, California, authorizing the Execution of a Development Agreement by and between the City of Glendale and Mt Owner, LLC, a Delaware limited liability company, Colorado & Brand, LLC, a Delaware limited liability company, North Masonic, LLC, a Delaware limited liability company, pertaining to signage in the Advertising Signage Overlay Zone.
COUNCIL ACTION
EXECUTIVE SUMMARY
The report discusses proposed changes to the zone map to expand the boundary of the ASOZ overlay zone and identify the locations, sizes and elevations of new signs incorporated into the expanded ASOZ boundary. The proposed boundary expansion Item Type: Public Hearing
Approved for January 27, 2026 calendar
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includes sites located between 230 - 238 S. Brand Boulevard. The property at 234 S.
Brand Boulevard is developed with the Masonic Temple, and two adjacent commercial buildings, 230 S. Brand Boulevard and 238 S. Brand Boulevard, are owned by separate LLCs, which are together affiliated entities and are under the same Caruso corporate umbrella as the Masonic Temple. In addition to expanding the ASOZ boundary, two new animated wall signs are proposed as part of the application.
One wall sign is proposed to be attached on the north side of the Masonic Temple building, which is at “zero” lot line, meaning that some portion of this sign will be physically located over the property to the north, at 230 S. Brand Boulevard. The other wall sign is proposed to be attached to the exterior fire escape staircase on the south side of the building and will face south. The staircase on which the sign will be located is on the property located at 238 S. Brand Boulevard. The owner of the Masonic Temple Building has an easement over a portion of the property to the south to account for the installation of an exterior fire escape. The expanded ASOZ boundary includes the adjacent buildings (230 & 238 S. Brand Blvd) to account for the new signage extending over these adjacent properties. Each animated wall sign will be 38 ft. x 21 ft.in size.
To enable the proposed zone map amendment to expand the ASOZ boundary, amendments to Chapter 30.26 – Advertising Signage Overlay Zone (ASOZ) are also required. The proposed amendments include establishing a new definition for an ASOZ wall sign, amending the criteria required to approve an ASOZ, and amending the regulations for the types of signs allowed by the ASOZ.
Finally, the report discusses the applicant’s request for a Statutory Development Agreement to comply with GMC Section 30.26.090, including the provision of certain public benefits to the City. The public benefits will include “Public Benefit Agreement Fees” calculated at 12% of gross revenue during the Amortization Period and 15% of gross revenue thereafter. The Amortization Period will be 10 years for the animated signs from the date of the permit issuance.
RECOMMENDATION
That City Council introduce the ordinances amending Chapter 30.26 of GMC, 1995, as well as the City’s Zoning Map and introduce the ordinance approving the statutory development agreement between the City of Glendale and the North Masonic Temple, LLC, a Delaware limited liability company, MT Owner, LLC, a Delaware limited liability company and Colorado and Brand, LLC, a Delaware limited liability company.
BACKGROUND
In September 2009, the Glendale Galleria and the Americana at Brand jointly submitted a zone change application to establish an Advertising Signage Overlay Zone (ASOZ) and place it on both developments. In March 2010, the City Council adopted Ordinance No. 5688 which added Chapter 30.26 to the Zoning Code establishing the ASOZ, and adopted Ordinance No. 5689, which amended the Zone Map by placing the ASOZ designation on the Galleria and Town Center Districts of the Downtown Specific Plan (DSP). 6 5
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GMC Chapter 30.26 established criteria by which a geographic area could be designated as an ASOZ and contains certain regulations for signs allowed by the ASOZ. These regulations originally stated that only “ASOZ accessory signs” would be permitted and that ASOZ accessory signs could only advertise services and goods sold or produced on premises or within the ASOZ. Chapter 30.26 further required these signs to be wall signs and prohibited animation and the use of light emitting diodes (LED). As noted above, the City Council also approved an amendment to the City’s zoning map establishing an ASOZ within the boundaries of the Downtown Specific Plan Glendale Galleria and Town Center Districts. The zone change application also identified specific locations and sizes for ASOZ accessory signs within both the Glendale Galleria and the Americana at Brand for approval.
In August 2013, the City Council adopted Ordinance No. 5804 which amended the ASOZ sign regulations (GMC Chapter 30.26) and the citywide sign regulations (GMC Chapter
30.33) required as a result of changes to GMC Chapter 30. 26, Amendments to the ASOZ sign regulations included:
• Allowing non-accessory signs;
• Allowing animated signs;
• Expanding the types of signs allowed in the ASOZ to include banners and ground (freestanding) signs both within the public right-of-way and on private property.
In the City of Glendale, signs are typically required to contain advertisement incident and related only to the primary use of the premises or site on which they are located, including the business transacted at, services rendered, or goods sold or produced on the premises and are defined as “accessory signs”. The 2013 text amendment to GMC Chapter 30.26 permitted non-accessory signs, which allows for off-site advertisement of businesses, services and goods not sold or produced on the premises.
Animated signs are designed and constructed to give messages through a sequence of progressive changes of parts by either action or motion, flashing or color changes requiring electrical or manual energy. The City’s sign regulations, with very limited exceptions, prohibit animated signs. The 2013 text amendment to GMC Chapter 30.26 permitted animated signs in the ASOZ with specific standards that include limiting the change of image more frequently than each eight seconds, not having sound effects or projecting elements and restricting brightness levels not to exceed ambient light levels.
In 2013, the Council also adopted Ordinance No. 5805, which amended the Zoning Map to incorporate new signs proposed under the amended regulations and to identify the locations and types of these signs. No expansion of the ASOZ boundary was proposed.
The Americana at Brand currently includes the following signs permitted through the ASOZ and Development Agreement:
• Theater marquee
• Elevator sign
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• Large analog/static sign on Colorado
• Large analog static sign on Central
• 16 Digital kiosks
As part of these revisions, GMC Section 30.26.090 was amended to condition the approval of an ASOZ or an amendment to an ASOZ that increased or permitted new, additional or different signage or sign media, to require approval of a statutory development agreement (Government Code Section 65864 et. Seq.) The development agreement governs the duration and regulations of the signage and is required to provide public benefits to the City, which includes signage rights, revenue sharing or other public benefits that can be negotiated by the City and the applicant. The amended zoning requirements for the ASOZ mandate the development agreement to be approved prior to the issuance of permits for enhanced signage. The proposed development agreement includes a revenue sharing component.
ANALYSIS
Caruso has submitted a zone map amendment to expand the boundary of the ASOZ on properties located at 230 - 238 S. Brand Boulevard (APNs 5642-013-007, 5642-013-008 and 5642-013-014) and a zone change application for a text amendment to Chapter 30.26 of the GMC to amend certain language within this Chapter (Exhibit 1). The property at 234 S. Brand Boulevard was first developed in 1927 as a Masonic Temple. The purpose of this zone change application is to enable the installation of ASOZ signage on the Masonic Temple building. The two proposed wall signs will be located on the north and south sides of the building and will be approximately 38 ft. high x 21 ft. wide. The wall signs are proposed to be ASOZ non-accessory signs which allow for off-site advertising and animated. The proposed sign on the north side will be attached to the north façade of the Masonic Temple. Given the zero-lot line development of the Masonic Temple, this sign will project slightly onto the property to the north, 230 South Brand Boulevard (APN 5642-013-007). The proposed sign on the south side will be attached to an exterior fire escape staircase that was added to the Masonic Temple in 2015 when the building was converted to the North Los Angeles headquarters of CBRE, a commercial real estate company. This staircase on which the sign will be installed is located on property at 238 South Brand Boulevard (APN 5642-013-014), immediately south of the Masonic Temple site. In association with this request, and to comply with GMC Section 30.26.090, a statutory development agreement, including the provisions of certain public benefits, is also included for consideration.
Proposed Revisions to GMC Chapter 30.26 – Advertising Signage Overlay Zone (ASOZ)
Chapter 30.26 of the Zoning Code sets forth the description and purpose of the ASOZ, including specific definitions, approval criteria, regulations for signs allowed by an ASOZ, and the requirement of a development agreement in certain instances. Currently, the definitions established in GMC Section 30.26.030 do not include a “wall sign”, and so the definition for this term when used in the ASOZ reverts to the definition in the sign chapter of the Zoning Code (GMC Section 30.33.020) and is as follows:
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“Wall sign” means a sign attached to or placed on a building wall, door, window or between two supporting columns of a building.
As mentioned above, two signs are proposed on the Masonic Temple building. The proposed sign on the south side (attached to exterior fire escape staircase) does not meet the zoning code definition of a wall sign. Further, GMC Chapter 30.26 limits ASOZ non- accessory signs to wall signs, animated signs, freestanding signs or marquee signs. In summary, as currently proposed, this south-facing sign, cannot be permitted. To address this issue, the proposed zone text amendment proposes a new definition of “ASOZ wall sign” under GMC Section 30.26.030 as follows:
“ASOZ wall sign” means a sign attached to or placed on a building wall or a sign attached to or placed on an appurtenant structure, such as exterior staircase, which is attached to a building wall.
Many of the other proposed text changes to Chapter 30.26 result from the proposed added “ASOZ wall sign” definition and either clarify that a sign must be an “ASOZ wall sign”, rather than simply a “wall sign” or add the “appurtenant structure” phrase to code sections to address this nuance to the proposed “ASOZ wall sign” definition.
Section 30.26.040 of the GMC lists the criteria for approving an ASOZ, including that the geographic area must be:
• Designated Downtown Specific Plan in the City’s Land Use Element; • Located with the boundaries of the Central Glendale Redevelopment Project Area;
• A minimum of 20 contiguous acres in size;
• Devoted to intense retail, restaurant and/or theater uses, and contains a minimum of 1,000,000 SF, where each applicant has operational controls with a minimum of 400,000 SF; and
• Occupied by building not more than 110 feet in height.
The proposed text amendment seeks to add a criterion for approving an ASOZ as follows:
“Owned by either a single entity or two or more affiliated or related entities.” The added criterion for approving an ASOZ by requiring that the property be owned by either a single entity or two or more affiliated or related entities tightens up where the ASOZ can be placed or expanded. Additionally, this language will help ensure that the owner of ASOZ-zoned property will maintain the signs enabled by the ASOZ in an appropriate manner consistent with the regulations contained in Chapter 30.26. In the present case, each of the three subject properties are owned by different LLCs; however, the underlying owner is Caruso.
Overall, staff is supportive of the proposed text amendments to GMC Chapter 30.26. The 6 5
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purpose of the ASOZ includes creating a lively, visually exciting environment for the commercial heart of the city, promoting economic development, highlighting and cross- promoting the uses, goods and services within the City’s retail commercial core, protecting street views and vistas of pedestrian-oriented streets, limiting visual clutter, protecting pedestrians and motorists from traffic safety hazards and protecting residents from glare and excessive illumination. The proposed “appurtenant structure” phrasing to the City’s Zoning Code wall sign definition for the ASOZ enhances the flexibility of this type of permitted sign. However, regulations remain to ensure the signs will continue to comply with the purpose of the ASOZ. These regulations include that ASOZ wall signs shall be composed of a material approved by the Director of Community Development and framed in a material compatible with the architectural style of the building/appurtenant structure, not contain sound effects or projecting elements, and be installed parallel to the face of the building/appurtenant structure. Light emitted by proposed animated signs, also cannot exceed ambient light levels.
Proposed Zone Map Amendment
The ASOZ is currently placed over the Glendale Galleria (DSP – Galleria District) and the Americana at Brand (DSP – Town Center District) (Exhibit 3). With the zone map amendment application, Caruso is proposing to expand the boundary of the ASOZ to include the properties between 230 – 238 S, Brand Boulevard (APN: 5642-013-007, 5642-013-008 and 5642-013-014) in the DSP – Downtown “Arts and Entertainment” District. Exhibit 4 illustrates where the ASOZ would be placed if the zone map amendment is approved to expand the boundary. As part of the map amendment, the applicant has identified two new signs they are proposing to install. Exhibit 5 shows the locations and sizes of the signs proposed as part of the zone map amendment and will be made part of the zone map amendment ordinance.
Staff is supportive of the proposed zone map amendment to expand the boundary of the ASOZ and add two ASOZ wall signs at the proposed locations. Expanding the ASOZ boundary and permitting the installation of two additional ASOZ wall signs will provide a direct financial benefit to the City, through the development agreement discussed below.
Bolstering economic development is one purpose of the ASOZ. Furthermore, allowing these signs would provide advertising support for businesses in the surrounding neighborhood and Glendale in general. The Masonic Temple has historically contained large painted signs on its facades, as discussed below. Continuing to allow a concentration of these signs in a defined commercial area assists Downtown Glendale to become more vibrant, active and exciting. As mentioned above, the two proposed signs will comply with the constraints imposed by the proposed amendments to Chapter 30.26 for ASOZ wall signs.
Francis Krahe and Associates, an architectural lighting design firm, analyzed the lighting proposed for the two signs and determined that the project will not introduce a new source of light trespass greater than existing ambient illumination, consistent with regulations of Chapter 30.26 and will not create a new source of glare to drivers, consistent with several purposes of the ASOZ that protects pedestrian and motorists from traffic safety hazards 6 5
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and residents from glare and excessive illumination (Exhibit 6).
The Masonic Temple is located at 234 S. Brand Boulevard, which encompasses a portion of the proposed ASOZ expansion. This building is listed on the Glendale Register of Historic Resources (Exhibit 7) and has historically included signage on its north and south facing facades. Architectural Resources Group (ARG), a preservation consulting firm, prepared the “Glendale Masonic Temple Signage Secretary of the Interior’s Standards Compliance Assessment” to assess the potential historic resource impacts on the building and the visual and compatibility impacts on the buildings on Brand Boulevard (Exhibit 8).
ARG’s historic assessment concluded that overall, the proposed signs would have minimal-to-no impact on the historic material, character-defining features, or aesthetics of the building, they would comply with the Secretary of the Interior’s Standards for the Treatment of Historic Properties with Guidelines for Preserving, Rehabilitating, Restoring and Reconstructing Historic Buildings (Standards) and they would not result in a substantial adverse change to the Masonic Temple building or its environment.
Development Agreement
The proposed Statutory Development Agreement (DA) includes the three properties included with the ASOZ boundary expansion (230 S. Brand Boulevard, 232 – 234 S.
Brand Boulevard and 238 S. Brand Boulevard. The DA implements conditions related to the provision of public benefits to the City as required by GMC Section 30.26.090. The DA establishes timing but does not “freeze” and/or otherwise vest the ASOZ signage approvals, zoning or other applicable rules and regulations (Exhibit 9). The term of the DA is 20 years with two five-year options to extend the term and provides for an annual payment of “Public Benefit Agreement Fees” calculated at 12% of gross revenue during the Amortization Period and 15% of gross revenue thereafter (“PBA Fee Structure”).
The Amortization Period is five years for static wall signs and 10 years for animated signs from the date of the permit issuance. To date, the total PBA fees paid to Glendale is $634,335.00, which reflects the following payments of $267,554 from PBA year 2023- 2024, and $366,781 from PBA year 2024-2025, derived from the four ASOZ permitted signs and 16 digital kiosks referenced above.
Section 3.2 of the DA requires the owner, during the term of the DA and any holdover period, to comply with GMC Chapters 30.26 (ASOZ) and 30.33 (Signs) and all applicable laws, codes and ordinances. If GMC Chapters 30.26 and 30.33 and any applicable laws, codes and ordinances are amended to prohibit a sign(s) subject to the DA, the applicant is permitted to maintain the sign for the applicable Amortization Period at which time the sign must be removed.
The DA contains default provisions, indemnifications, force majeure, and audit rights by the City of the ownership, maintenance and operation of the signs and audit of the payments and calculation of the Gross Revenue. The Public Benefit Agreement (PBA) Fee Structure and Amortization Period are the same as the previous development agreement negotiated between the City and the Glendale Galleria and the Americana at Brand, approved in 2014. For these reasons, along with the public benefits that the City 6 5
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will be receiving, staff is recommending approval of the proposed DA.
PLANNING COMMISSION REVIEW
The proposed zone text and map amendments, along with the proposed statutory development agreement, were reviewed by the Planning Commission at a regularly scheduled meeting on December 17, 2025. Four of the five Planning Commission members were present (Commissioner Fuentes was absent). Commissioner Malekian had questions related to the logistics of the proposed signs extending beyond property lines, whether the City’s Historic Preservation Commission was involved in evaluating the project, why specific standards for the proposed signs were not being established and lighting. Commissioner Minassian inquired about the related development agreement for the project. Commissioner Nazarian asked about the operational characteristics of the signs. Commissioner Chraghchian clarified whether other signs could be located on adjacent parcels within the expanded ASOZ. The Planning Commission voted 4 -0 to recommend that the City Council approve amendments to the City’s Zone Map and Zoning Code and approve the statutory development agreement. (Exhibit 2) There was no testimony during the public comment portion of the hearing, but written comments were submitted both in support of and in opposition to the proposed wall signs (Exhibit 10).
STAKEHOLDERS/OUTREACH
The Code requires public notice when the Council considers adoption of amendments to the City’s Zone Map and/or Zoning Code. Staff has published all required notices for this hearing. Additionally, public notice was also provided for the December 17, 2025, Planning Commission hearing.
FISCAL IMPACT
The Development Agreement is for a 20-year term with two five-year options to extend the term. There are no costs to the City for allowing the wall signs to be installed. The agreement provides for an annual payment of “Public Benefit Agreement Fees” calculated at 12% of gross revenue during the Amortization Period, and 15% of gross revenue thereafter. While the revenue cannot be estimated at this time, it will be received into the General Fund.
ENVIRONMENTAL REVIEW (CEQA/NEPA)
The proposed zone map and zone text amendments and the statutory development agreement are exempt from environmental review under the California Environmental Quality Act (CEQA) pursuant to CEQA Guidelines Section 15305 - Minor Alterations in Land Use Limitations, because the proposed expansion of the ASOZ is a minor change to existing zoning regulations that does not result in any changes in either permitted land use (commercial) or density. The amendment is also exempt pursuant to CEQA Guidelines Section 15303 - New Construction or Conversion of Small Structures, because the expansion of ASOZ would allow for a limited number of new, small structures in the form of signage. In addition, the amendment is categorically exempt under Section 15331 6 5
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- Historical Resource Restoration/Rehabilitation, to the extent it applies to work on historic resources in a manner consistent with the Secretary of the Interior’s Standards for the Treatment of Historic Properties. Work on the building is required to conform with the Secretary of Interior’s Standards. The ordinance establishes standards for signage on buildings, including limitations on size, brightness, location, and design to ensure compatibility with the historic character of the affected structure and surrounding areas.
Any future sign proposals will remain subject to review against these standards.
CAMPAIGN DISCLOSURE
The names and business addresses of the members of the board of directors, the chairperson, CEO, COO, CFO, Subcontractors and any person or entity with more than 10% interest in the company proposed for contract in this Agenda Item Report are attached in Exhibit 11, in accordance with the City Campaign Finance Ordinance No. 5744.
ALTERNATIVES TO STAFF RECOMMENDATION
1. Not introduce and not subsequently adopt the proposed amendments to the Zoning Code and the Zoning Map and the associated statutory development agreement.
2. Any other alternative not proposed by staff.
ADMINISTRATIVE ACTION
Submitted by:
Bradley Calvert, Director of Community Development
Prepared by:
Roger Kiesel, Senior Planner
Approved by:
Roubik Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS
1. Zone Change application
2. Planning Commission motion
3. Current Zone Map
4. Proposed Zone Map
5. Proposed ASOZ Sign Information
6. Lighting Analysis of Signs
7. Department of Parks and Recreation Primary Record form for 234 South Brand Boulevard
8. Glendale Masonic Temple Signage Secretary of the Interior’s Standards Compliance Assessment
9. Draft Statutory Development Agreement
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10. Public comment letters
11. Campaign Finance Disclosure information