DATE: SEPTEMBER 15, 2026
DEPARTMENT: COMMUNITY DEVELOPMENT
FROM: LISA BRINTON, DIRECTOR
THROUGH: COURTNEY GROSSMAN, PLANNING MANAGER
BY: THOMAS WILES, SENIOR PLANNER
TITLE: PLANNED UNIT DEVELOPMENT PERMIT 2026-001; REQUEST TO INCREASE MAXIMUM ALLOWED SIGN AREA FOR A PROPOSED BURLINGTON TENANT WITHIN THE FORMER SEARS STORE LOCATED AT THE NORTHRIDGE MALL SHOPPING CENTER AT 1100 NORTHRIDGE MALL IN THE COMMERCIAL RETAIL (CR) ZONING DISTRICT RECOMMENDED MOTION:
A motion to approve a Resolution:
Finding the project categorically exempt from the California Environmental Quality Act (CEQA) pursuant to Section 15311(a); and Approving Planned Unit Development Permit 2026-001 to increase maximum allowed wall sign area from 131.78 square-feet to 287 square-feet for a proposed Burlington tenant within the former Sears store located at the Northridge Mall Shopping Center.
EXECUTIVE SUMMARY:
Development at the Northridge Mall Shopping Center is regulated by Planned Unit Development Permit (PUD). Planned Unit Development Permit 2024-001 authorizes 131.78 square-feet of sign area for the Burlington tenant space in connection with the creation of multiple tenants within the former two-story 137,366 square-foot Sears store located at the Northridge Mall Shopping Center.
Monterey Signs, Incorporated (Applicant), on behalf of Ethan Conrad Properties (Property Owner), is requesting approval for a Fifth Amendment to PUD 2014-001 to increase maximum allowed wall sign area from 131.78 square-feet to 287 square-feet Burlington tenant. This increase would result in a second deviation of the original maximum allowed 675.48 square-feet of sign area from 811.63 square-feet to 966.85 square-feet.
BACKGROUND:
Northridge Mall consists of 12 individual lots totaling approximately 93.74-acres (4,083,410 square-feet). The property is located in the Commercial Retail (CR) Zoning District. The following provides an overview of the land uses and zoning districts adjacent to the project site:
North: Commercial Retail/Commercial Retail (CR)
South: Multi-Family Residential/High Density Residential (R-H-2.1) East: Commercial Retail/Commercial Retail (CR) and Commercial Office (CO) West: U.S. Hwy. 101, Multi-family residential, and the Salinas Auto Center/High Density Residential (R-H-2.1) and Industrial – General Commercial/Salinas Auto Center Precise Plan Overlay (IGC-SP-4) Per City records, the Mall was originally authorized by Planned Unit Development Permit 1969-006 (PUD 1969-006) and related Amendments One and Two. Planned Unit Development Permit 1978-008 (PUD 1978-008) was approved by the City Council on January 15, 1979, and again on May 14, 1979, to clarify technical changes in the permit wording. Planned Unit Development Permit 1978-008 superseded the original Planned Unit Development Permit 1969-006 and related Amendments One and Two and approved the Phase Two expansion of the Mall, including the addition of the former Sears store and an expansion to the former Mervyns store.
Planned Unit Development Permit 2014-001 (PUD 2014-001), which amended Planned Unit Development Permit 1978-008, was approved by the City Council on April 14, 2015. The project approved by PUD 2014-001 consisted of several phases. One of the phases included development of five (5) new commercial pads: four (4) along North Main Street and one (1) along the U.S. Highway 101 frontage. Another phase of PUD 2014-001 included the addition of approximately 48,337 square feet of retail space to accommodate the relocation of J.C. Penney to its current location. The following timeline summarizes other recent amendments to PUD 2014-001:
January 22, 2019 – City Council approved a First Amendment to PUD 2014-001, which authorized development of an LED reader board sign located along US 101 and installation of a new 17-foot-high sign shaped as a bowling pin for Round One The reader board sign has yet to be built. Round One was authorized by Conditional Use Permit 2018-001 (CUP 2018-001) in the approximately 53,500 square feet of the former JC Penney retail area for a Commercial Recreation use consisting of a bowling alley, arcade, billiards, and dining area with on-sale alcohol sales of beer and wine (Type 41 ABC license) (PUD 2018-001).
January 9, 2024 – City Council approved a Second Amendment to PUD 2014-001, which authorized an additional sixth 1.651-acre building pad to construct a 3,501 square-foot restaurant (Raising Canes) with a drive-through, outdoor seating, 41 off-street parking spaces, and an 87.6 square-foot increase in maximum sign area located at the northwest corner of North Main Street and Madrid Street south of the current Big 5 Sporting Goods store (PUD 2022-001).
November 19, 2024 – City Council approved a Third Amendment to PUD 2014-001, which authorized a change to the exterior building elevations, add new exterior colors to the approved colors and materials board, add new exterior signs, increase maximum sign area in connection with a proposal to create multiple tenants within the former two-story 137,366 square-foot Sears store (PUD 2024-001).
Currently, three of the four pads originally approved by PUD 2014-001 along North MainStreet have been developed with a Panera Bread and Chick-Fil-A, and a Starbucks currently under construction. Raising Cane’s was developed on the additional sixth pad that was approved by the Second Amendment to PUD 2014-001. There are currently no requests for development of either the fourth pad located along North Main Street or the fifth pad along U.S. Highway 101. If approved, the Fourth Amendment to PUD 2014-001 would represent the seventh commercial pad at the Northridge Mall.
Additionally, there are two (2) pending Amendments to PUD 2014-001:
Planned Unit Development Permit 2025-002: Fourth Amendment to PUD 2014-001 to establish a 1.58-acre building pad site and construct a 3,337 square-foot vehicle washing building with outdoor vacuums (Quick Quack) located at 1340 Northridge Mall. This amendment was processed and placed on July 15, 2026 Planning Commission Agenda, but was not considered as the applicant requested continuance multiple times and subsequently submitted a revised site plan which is being reviewed.
Planned Unit Development Permit 2026-002: Sixth Amendment to PUD 2014-001 to establish a 1.18-acre building pad site to construct a 3,890 square-foot restaurant with a drive-through (IN-N-Out) located at 1340 Northridge Mall along the west frontage of North Main Street between the existing Panera Bread and Big 5 Sports. As of the above date, this application is incomplete.
ANALYSIS:
Commercial Uses:
Per Zoning Code Section 37-10.430, Shopping Centers are defined as a group of two or more commercial establishments including indoor swap meets, the perimeter of which is clearly definable, developed on a single parcel or contiguous parcels of land, planned, and developed as a single site and providing shared on-site parking and vehicular access, landscaping, signage, and other facilities. Per Zoning Code Section 37-30.200, Table 37-30.90, shopping centers are permitted in the CR District with a Site Plan Review (SPR).
Per Zoning Code Section 37-60.1030, the following findings for Planned Unit Development Permits are required to be established (refer to the findings contained in the draft Resolution):
The location of the Planned Unit Development is in accord with the objectives of this Zoning Code and the purposes of the district in which the site is located; The Planned Unit Development and the proposed conditions under which it would be developed or maintained are consistent with the Salinas General Plan, applicable specific plan, and other plans and policies adopted by the Salinas City Council and will not be detrimental to the public health, safety, or welfare of persons residing or working in or adjacent to the planned unit development, nor detrimental to properties or improvements in the vicinity or to the general welfare of the city; and The Planned Unit Development does not represent an exception to the standards of this Zoning Code but rather an alternative resulting in an equal or superior design in comparison to development, which strictly complies with base district property development regulations.
PLANNED UNIT DEVELOPMENT PERMIT 2024-001:
Planned Unit Development Permit 2024-001 (PUD 2024-001), Third Amendment to PUD 2014-001, approved the reconfiguration of the former two-story 137,366 square-foot former Sears store into a five (5) tenant commercial space. The former Sears store closed in approximately 2020. The proposed reconfiguration consists of three (3) commercial tenants on the first floor (Burlington Coat Factory, Gohan Ayce Buffett, and O’Reilly’s Auto Parts), the first-floor entrance for a second-floor commercial recreation and entertainment use with an approved on-sale alcohol use (Dave & Busters), and a commercial recreation and entertainment use approved with a Conditional Use Permit (Smash N Axe). The second floor also contains an approved commercial recreation and entertainment use (Gold’s Gym), which was stated as “Future Tenant” on Condition No. 12.
SIGNS:
PUD 2024-001 approved new exterior wall signs for the proposed tenants on the east and south exterior building elevations. The proposed signs include Burlington Coat Factory, Dave and Buster’s, and Gohan Ayce Buffett on the east elevation and Gohan Ayce Buffett, O’Reilly’s Auto Parts, and Gold’s Gym on the south elevation. Per Zoning Code Section 37-50.540, “Sign or Signage” is defined as the following:
“Sign or Signage. A visual communications device used to convey a message to its viewers. A sign shall mean and include every advertising message, announcement, declaration, insignia, color, surface, or space erected or maintained in view of the observer thereof for identification, advertisement, or promotion of the interests of any person, entity, product, or service.” Per Zoning Code Section 37-50.390, the purposes of the Sign Ordinance are as follows:
(a) Implement the City's community design and safety standards as set forth in the General Plan; (b) Maintain and enhance the City's appearance by regulating the design, character, location, number, type, quality of materials, size, illumination, and maintenance of signs; (c) Protect and improve pedestrian and vehicular traffic safety by balancing the need for signs which facilitate the safe and smooth flow of traffic (e.g., traffic directional signs) without an excess of signage which may distract motorists, overload their capacity to quickly receive information, visually obstruct traffic the signs, or otherwise create congestion and safety hazards; (d) Eliminate the traffic safety hazards to pedestrians and motorists posed by off-site signs bearing commercial messages; (e) Generally, limit commercial signage to on-site locations in order to protect the aesthetic environment from the visual clutter associated with the unrestricted proliferation of signs, while providing channels of communication to the public; (f) Allow the communication of information for commercial and noncommercial purposes without regulating the content of noncommercial messages; (g) Allow the expression of political, religious, and other noncommercial speech at all times and allow for an increase in the quantity of such speech in the period preceding elections; (h) Respect and protect the right of free speech by sign display, while reasonably regulating the structural, locational, and other noncommunicative aspects of signs, generally for the public health, safety, welfare, and, specifically, to serve the public interests in traffic and pedestrian safety and community aesthetics; (i) Minimize the possible adverse effects of signs on nearby public and private property; (j) Serve the City's interests in maintaining and enhancing its visual appeal for tourists and other visitors, by preventing the degradation of visual quality which can result from excess signage; (k) Defend the peace and tranquility of residential zones and neighborhoods by prohibiting commercial signs on private residences, while allowing residents the opportunity, within reasonable limits, to express political, religious, and other noncommercial messages from their homes; and (l) Enable the fair, consistent, and efficient enforcement of the sign regulations of the City.
MODIFICATION TO CONDITION NO. 12 OF PUD 2024-001:
Condition No. 12 of PUD 2024-001 authorized a 20.2% deviation in the maximum allowed sign of 675.48 square feet for a total of 811.63 square-feet of sign area. On April 6, 2026, a Fifth Amendment to PUD 2014-001 was submitted to modify Condition No. 12 of PUD 2024-001 to increase the proposed sign area for Burlington from the originally approved maximum allowed sign area of 131.78 square-feet to 287 square-feet. The amendment proposes raising the total sign area from 811.63 sq. ft. to 966.85 sq. ft., which is a 43% increase over the current maximum allowed. Changes requested to Condition No. 12 are shown in underline/strikethrough format.
12. This PUD authorizes a deviation in the maximum allowed sign area for a total of 811.63 966.85 square-feet of sign area per the table below: (136.15 291.37 square-feet increase to the maximum allowed 675.48 square-feet (20.2%) (43%)). All signs shall comply with the terms and conditions of Planned Unit Development Permit 2024-001, the Northridge Mall Master Sign Plan, and Zoning Code Section 37-50.620.
Tenant
Name
Sign Location
Occupancy Frontage
Max. allowed sign area per Northridge Mall Master Sign Plan Proposed sign area
Dave & Buster’s
East elevation
83-feet, 11-inches (83’-11”)
104.9 sf. (83’-11” x 1.25)
258.75 sf.
1. 81 sf. logo (9’ x 9’) +
2. 177.75 sf. wall sign (19’-9” x 9’)
Burlington
East elevation
108-feet, 8-inches (108’-8”)
135.8 sf. (108’-8” x 1.25)
131.78 sf.
1. 131.78 sf. wall sign (25’ x 5’-3”)
sf.
1. 287 sf. wall sign (33’ - 10” x 8’-6”)
Gohan Ayce Buffett
East elevation
86-feet, 7-inches (86’-7”)
108.23 sf. (86’-7” x 1.25)
33.66 sf.
1. 33.66 sf. wall sign (10’-11” x 3’-1”)
Gohan Ayce Buffett
South elevation
69-feet, 2-inches (69’-2”)
86.45 sf. (69’-2” x 1.25)
108.17 sf.
1. 108.17 sf. wall sign (19’-8” x 5’-6”)
Tenant
Name
Sign Location
Occupancy Frontage
Max. allowed sign area per Northridge Mall Master Sign Plan Proposed sign area
O’Reilly’s Auto Parts
South elevation
154-feet, 2-inches (154’-2”)
192.71 sf. (154’-2” x 1.25)
231.88 sf.
1. 231.88 sf. wall sign (37’-1” x 6’-3”)
Future Tenant
(Gold’s Gym)
South elevation
37-feet, 11-inches (37’ – 11”)
47.39 sf. (37’ - 11” x 1.25)
None proposed
The Burlington sign includes a red background with white channel letters. The Applicant is requesting the increase in sign area of the Burlington tenant spaces for the following two (2) reasons as per a Hardship Study (see Exhibits “Q”, “R”, and “S” of the PUD 2026-001 approval document):
Proportionate to Area: The display of the Burlington sign shown at a restriction of 135.8 square-feet is not proportionate to the façade upon which it will be placed. Per the Hardship Study (Exhibits “Q”, “R”, and “S”), the proposed revised wall sign with increased sign area would be proportionate to the façade, has correct use of negative space, and achieves aesthetic balance; and Lack of Visibility and Presence: The line of site to the building frontage is set back approximately 500 feet from North Main Street. The “Burlington” portion of the identity is composed of 90% lower case letters, creating a significant amount of unused active sign area. In addition, there are no other signage opportunities, including ground signs to provide readability of the major tenant to travelers. Per the above referenced Hardship Study, the proposed additional square footage would add increased readability and opportunity to feature the presence of Burlington to travelers.
As a part of the attached Hardship Study, the Applicant has provided a tenant study showing how the proposed Burlington wall sign compares with other similar outdoor signs at the Northridge Mall Shopping Center (see Exhibits “T”, “U”, and “V” of the PUD 2026-001 approval document). As per a tenant study submitted as a part of the Hardship Study, five (5) of the seven (7) other referenced wall signs at the Northridge Mall Shopping Center exceed the maximum allowed wall sign area.
The Master Sign Plan for the Northridge Mall Shopping Center limits exterior signs for the mall and the nearby Convenience Center to those with either exterior access or a minimum of 20,000 square-feet of gross floor area if they do not have exterior access. Allowing the proposed increase in maximum allowed sign area for PUD 2024-001 from 811.63 square-feet to 966.85 square-feet for the proposed project could be deemed to provide an economic and competitive advantage over similar adjacent commercial uses and contribute to excess visual clutter and blight to the community. Per Zoning Code Section 37-50.620, Table 37-50.170, Footnote 1, greater sign area may be approved as a part of a Conditional Use Permit (CUP), as reasonable and necessary for identification of a development or use on a site of more than two (2) acres in size. The proposed project site area exceeds two-acres in size and the proposed sign and increase in sign area could be considered reasonable and necessary.
PLANNING COMMISSION ACTION AND RECOMMENDATION:
At a regularly scheduled public hearing on August 19, 2026, the Planning Commission approved Resolution 2026-08 recommending that the City Council find Planned Unit Development Permit 2026-001 exempt from the California Environmental Quality Act and approve the Fifth Amendment to Planned Unit Development Permit 2014-001. The Planning Commission staff report, resolution, PUD 2026-001 and exhibits can be found through the following link (City of Salinas - File #: ID#26-395).
FINDINGS:
The City Council may approve an application for an Amendment to Planned Unit Development Permit 2014-001 to increase sign area if all the findings set forth in the attached proposed City Council Resolution are established. The project was deemed complete on August 5, 2026. Final action is required by October 4, 2026, pursuant to the Permit Streamlining Act.
ALTERNATIVES AVAILABLE TO THE CITY COUNCIL:
The City Council has the following alternatives:
Affirm the findings set forth in the attached Resolution and recommend that the City Council approve Planned Unit Development Permit 2026-001 with modifications; or Find that the proposal is not appropriate and establish findings at the public hearing denying Planned Unit Development Permit 2026-001.
CEQA CONSIDERATION:
The project has been determined to be exempt from the California Environmental Quality Act under Section 15311(a) (Accessory Structures) of the CEQA Guidelines because the proposal is for the construction of an on-premise sign for an existing commercial facility (Northridge Mall Shopping Center).
CALIFORNIA GOVERNMENT CODE §84308 APPLIES:
Yes.
STRATEGIC PLAN INITIATIVE:
This action supports the Council’s Strategic Goal of Economic Development by assisting commercial tenants at the Northridge Mall Shopping Center which will provide additional retail services to the community.
DEPARTMENTAL COORDINATION:
The proposed project has been reviewed by Community Development Current Planning and Permit Services divisions, the Public Works Department, the Fire Department, and the City Attorney’s office.
FISCAL AND SUSTAINABILITY IMPACT:
The City collected PUD Amendment Application Fees to cover staff time to review and process the PUD Amendment application. There are no significant impacts to the City’s General Fund anticipated with this application.
Fund
Appropriation
Appropriation
Name
Total Appropriation
Amount for recommendation
FY 24-25 Operating Budget Page
Last Budget Action (Date, Resolution)
NA
NA
NA
NA
NA
NA
NA
ATTACHMENTS:
Proposed City Council Resolution
Draft PUD 2026-001
PowerPoint Presentation
Cc: Monterey Signs, Incorporated, Applicant
Ethan Conrad Properties, Property Owner
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