Santa Monica City Council
October 27, 2026

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generating 15% of sales tax revenue citywide, and are one of the top destinations for tourists, making it vital that the area remain attractive and exciting to residents and visitors alike; and
WHEREAS, recently, in the interest of economic development, the City has allowed digital advertising in the form of digital wayfinding kiosks on City right-of-way property (approved in January 2023), and on the Third Street Promenade for on-premises advertising, on facades facing the interior of the Promenade (approved in March 2025); and
WHEREAS, the installation of digital displays in the proposed Digital Display District is supported by numerous General Plan and Downtown Community Plan goals and policies, which recommend short- and medium-term policy and procedural changes to continue promoting the stabilization and economic vitality of the Promenade to make it a successful and economically sustainable retail environment; and WHEREAS, the ordinance implements various goals and policies of the City’s Local Coastal Program Land Use Plan including complementing and supporting the Downtown district’s retail and visitor-serving commercial uses consistent with LUP Policy 70 and enhancing the visual experience in the coastal zone including with public works of art consistent with LUP Policy 46; and
WHEREAS, the proposed ordinance will foster a lively pedestrian-oriented urban environment with unified aesthetic by setting standards for uniform digital displays, and providing well-planned placement of digital displays with consideration for surrounding uses, by carefully regulating the placement, design, and operation of the digital displays, and standardization of community benefits; and
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WHEREAS, other jurisdictions including the cities of West Hollywood, Los Angeles and San Jose have permitted digital displays on private and public properties in exchange for community benefits including financial benefits; and WHEREAS, the Promenade and Santa Monica Place shopping center is the City’s only pedestrian-only outdoor shopping esplanade and center, lined with a diverse mix of retail, restaurants, bars, businesses, cultural, and entertainment uses, and it is world-renowned for its vibrancy and lively street entertainment; and WHEREAS, buildings located on the Promenade but with corner frontage along traffic-bearing cross-streets, and the exterior facades of Santa Monica Place facing Second Street, Fourth Street, Broadway, and Colorado Avenue act as a gateway to the pedestrian-only Promenade and mall, which contributes to its activation, and draws patrons arriving on foot as well as by car or transit; and WHEREAS, establishing uniform standards for the proposed Digital Display District would build on the success of this distinct activity area and would be complementary to the Promenade’s recent designation as an Entertainment Zone; and WHEREAS, the high visitation levels in the proposed Digital Display District create valuable and focused opportunities for the digital advertising market; and WHEREAS, in addition to the expanded animated sign regulations already approved for the Promenade, the further expansion of the City’s regulations to allow for off-premises digital displays in the proposed Digital Display District will continue to transform the area into a vibrant destination comprised of creative and innovative digital displays, world-class entertainment, historic buildings, and regional attractions, with a distinct demographic and aesthetic identity; and
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WHEREAS, the proposed ordinance will foster a lively urban environment with unified aesthetic by setting uniform standards with consideration for surrounding uses, and by carefully regulating the placement, design, and operation of the off-premises digital displays; and
WHEREAS, the nature of the District helps to achieve the City’s aesthetic and traffic safety goals by limiting off-premises digital displays to an area uniquely suited for them, and avoiding over-proliferation citywide; and
WHEREAS, the Third Street Promenade and Santa Monica Place continue to suffer from the economic downturn resulting from the COVID 19 pandemic, despite the City's intention for this unique area to be a vibrant, thriving, hub of economic activity including shopping, dining, and entertainment for residents and visitors to the City; and WHEREAS, permitting on and off-premises advertising via exterior digital displays in this area will promote economic activity and provide additional revenue to the owners and tenants of buildings located there and for the City, as well as community benefits for the City; and
WHEREAS, there are very limited residential uses on the upper floors of existing commercial buildings because the Promenade is predominantly commercial and has historically been developed for commercial uses, and as such, limiting large-format, off-premises digital displays to the proposed Digital Display District will minimize potential environmental effects on sensitive residential uses; and WHEREAS, it is necessary and appropriate to limit the location of digital displays to this unique area for many reasons, to initially test and obtain community feedback as to both positive effects and best practices of the displays before consideration of Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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permitting these displays in other areas of the City; and WHEREAS, the Council desires to amend the Municipal Code to add section

9.61.205 to provide for approval of a Digital Display District to allow limited installation of large format, off-premises digital displays on the Third Street Promenade and Santa Monica Place shopping mall pursuant to Council approved Development Agreements; and
WHEREAS, the ordinance will protect adjacent residential uses as well as roadway safety, from potential adverse impacts by concentrating digital displays within this district, and setting standards for digital display numbers, size, illumination, and motion/animation, as well as coordinating the location, type, and display so as to enhance the pedestrian realm, minimize potential traffic hazards, protect public safety, and maintain compatibility with surrounding uses; and
WHEREAS, the Digital Display District Ordinance has been determined to be categorically exempt from the provisions of the California Environmental Quality Act, California Public Resources Code Section 21000 et seq. (CEQA), pursuant to Section 15301 (Existing Facilities), Section 15303 (Construction of Small Structures), Section 15311 (Accessory Structures), Section 15331 (Historical Resources), and Section 15332 (In-fill Projects) of the CEQA Guidelines; and
WHEREAS, none of the exceptions specified in Section 15300.2 of CEQA Guidelines would apply that would preclude the use of these CEQA exemptions.

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NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF SANTA MONICA DOES HEREBY ORDAIN AS FOLLOWS:

SECTION 1. Section 9.61.205 of the Santa Monica Municipal Code is hereby added as follows:

Section 9.61.205 Digital Display District
The purpose of this Section is to identify the area of the Third Street Promenade and Santa Monica Place as an appropriate district for digital displays and provide regulations pertaining to digital displays to ensure digital displays do not create visual clutter or create other operational impacts on surrounding uses, or the public health, safety, or general welfare of the City.

A. Definitions: The following words or phrases as used in this Section shall have the following meanings:

1. “Annual Gross Revenues” means Gross Revenues received in a calendar year.

2. “City Manager” means the City Manager or his or her designee.

3. “Digital Advertising Services” means advertisement services on a Digital Display, including advertisements in the form of banner advertising, search engine advertising, interstitial advertising, and other comparable advertising services.

4. “Digital Display” means a display utilizing digital sign technology with a display face to broadcast a message containing static or animated (full motion) content, including on-premises and off- premises advertising; provided however, on Landmark Buildings, the City Manager may approve a double-sided Digital Display to ensure conformance with the requirements of Section 9.61.205(G)(7) so long as: (a) the Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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cumulative total display area (sum of the area of both display faces) is consistent with Section 9.61.205.G.4.a; and (b) both display faces show the same content/advertisement at any given moment.

5. “Digital Display Commencement Date” means the date that a Certificate of Occupancy or final building permit signoff, as applicable, for the Digital Display is/has been issued.

6. “Digital Display District” or “District” means the area that collectively includes the Third Street Promenade and the Santa Monica Place shopping center. The Third Street Promenade area is bound by Wilshire Boulevard on the north, Broadway on the south, Third Court on the east, and Second Court on the west. The Santa Monica Place shopping center is bound by Broadway on the north, Colorado Avenue on the south, Fourth Street on the east, and Second Street on the west.

7. “Existing Building” means building to which the Digital Display is affixed.

8. “Gross Revenues” means income or revenue generated by the Digital Display from all sources, before any expenses (including lease or license payments to Owner) or taxes, computed according to generally accepted accounting principles.

9. “Occupancy” means leasable space in the Existing Building is physically occupied by a tenant (not vacant) and open for business, based upon the applicable use classification of the Existing Building.

10. “Landmark” has the same meaning as “Landmark” in Section 9.56.030.

11. “Operator” means the party responsible for operating the Digital Display.

12. “Owner” means the owner of the property upon which the Digital Display is mounted.

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13. “Qualified Historic Preservation Professional” means an architectural historian and/or historic architect with at least seven (7) years of relevant experience who satisfies The Secretary of the Interior’s Professional Qualification Standards for History, Architectural History, and/or Architecture pursuant to 36 CFR part 61.

B. Digital displays may be allowed in the Digital Display District, subject to the conditions stated herein.

C. Digital displays in the District shall be subject to this Section 9.61.205 and a Development Agreement between the City and the Digital Display applicant, the procedure for which shall be governed by Chapter 9.60 of this Code. Nothing herein shall require the City to negotiate and/or approve a Development Agreement on terms that are unacceptable to the City, in its sole and absolute discretion.

D. No installation or construction of a new Digital Display shall occur until after the City Council approval of a Development Agreement authorizing such installation or construction.

E. Owner shall comply with all terms and conditions of this Section or cause Operator to comply with all terms and conditions of this Section, with the same force and effect as if performed by Owner. Operator’s failure to comply with the terms of this Section shall not be deemed to excuse Owner’s obligations to comply with this Section

9.61.205 and City shall have no obligation to seek any remedies against Operator for any violation of this Section.

F. The Development Agreement shall include and enumerate the obligations for the following:

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1. Financial community benefits to be paid to the City, based upon the following components:
a. One-Time Community Benefit Contribution. Within thirty (30) Days of the Digital Display Commencement Date, as applicable, for each Digital Display, Owner shall pay a one-time community benefit contribution to the City in the amount of Five Hundred Thousand Dollars ($500,000) per Digital Display, which amount shall escalate by three percent (3%) annually commencing on June 30, 2027, and thereafter. For any Digital Display installed with a display area of less than 1,000 square feet, the one-time community benefit contribution to the City shall be reduced proportionately based on square footage up to a maximum of fifty percent (50%) reduction, which would apply after the three percent (3%) annual escalation (e.g. on June 30, 2026, for a 700 square foot Digital Display, the one-time community benefit contribution would be $350,000; on June 30, 2027, for a 700 square foot Digital Display, the one-time community benefit contribution would be $360,500, etc.).
b. Annual Community Benefit Contribution. Commencing on the Digital Display Commencement Date and continuing for each calendar year during the remainder of the term of the Development Agreement, Owner shall pay to the City an amount equal to the greater of:
i. Revenue Share Contribution. An amount equal to
twenty percent (20%) of the Annual Gross Revenues received for Digital Advertising Services (the “Revenue Share Contribution”), or Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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ii. Minimum Annual Guaranteed Contribution. A minimum
annual guaranteed payment (“MAG Contribution”) to be paid in quarterly installments to the City as detailed in the Development Agreement for each Digital Display, as follows:
(1) Five Hundred Thousand Dollars ($500,000) per
Digital Display, which amount shall escalate by three percent (3%) commencing on June 30, 2027 and annually by three
percent (3%) each June 30 thereafter. For any Digital Display with a display area less than 1,000 square feet, the MAG Contribution shall be reduced proportionately based on
square footage up to a maximum of fifty percent (50%)
reduction, which would apply after the three percent (3%) annual escalation (e.g., on June 30, 2026, for a 700 square foot Digital Display, the MAG Contribution would be $350,000; on June 30, 2027, for a 700 square foot Digital Display, the MAG Contribution would be $360,500, etc.)
(2) Upon the Digital Display Commencement Date
for the tenth (10th) Display in the Digital Display District, the MAG Contribution (after any escalation and pro rata
adjustments) shall be reduced by three percent (3%) per Digital Display more than nine (9) (e.g., 3% reduction at the Digital Display Commencement Date for the 10th digital
display, additional 3% reduction at the Digital Display Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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Commencement Date for the 11th digital display, etc.). The Development Agreement for each Digital Display shall detail implementation specifics of how to account for the MAG
Contribution reduction so that in no event will the City be required to pay or refund any sum to Owner as a result of the MAG Contribution reduction. For the avoidance of doubt, any double-sided Digital Display approved by the City Manager on a Landmark Building shall count as one Digital Display for purposes of this Section.

Nothing in the Digital Display District Ordinance precludes the Development Agreement for any Digital Display from
providing for temporary reductions or increases in the MAG Contribution for any Digital Display based on specified events as set forth in the Development Agreement (e.g., abatement events, temporary removal of signs, failure to meet any occupancy thresholds, etc.).

2. A minimum allocation of twenty percent (20%) of the total annual operating display time for City and Art Content, which may include, but is not limited to, civic announcements, community interest content, public safety information, public art programming, public art, community events information, story telling on local history, and local business spotlights. City and Art Content shall be displayed in accordance with Subsection J.

3. Emergency programming, including emergency announcements, Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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instructions, and broadcasts in the event of an emergency, or disaster, or as otherwise reasonably deemed necessary by the City to protect public safety.

4. Quality and maintenance standards for the Digital Displays.

5. Occupancy standards, including standards for the ground floor, to ensure normal occupancy during the term of the Development Agreement. The Development Agreement shall provide for quarterly reporting of any new vacancies of leasable space in the Existing Building.

6. Advertising content standards.

7. Rights for the City to audit compliance with Sections F.1 (financial community benefits) and F.2 (City and Art Content), above.

8. Any such other terms that promote public health, safety, and welfare.

G. City and Art Content. Owner shall participate in a City-administered Digital Display City Content Program, which would serve as the framework for the curation and display of City and Art Content. The program will be implemented through established administrative guidelines that address technical requirements, selection, licensing, scheduling, and operations of City content and arts programing for Digital Display. Such guidelines may be amended periodically depending on factors such as the number of participating advertisers, cultural events, technological updates, City priorities, or Owner input.

1. Schedule. The display of City and Art Content shall occur for at least 12 minutes per hour in accordance with a scheduling framework (the “Scheduling Framework”) that will be developed by the City on an annual basis. The Scheduling Framework will include but is not limited to defining content rotation intervals such as Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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weekly, daily, hourly, or by the minute. Modifications to the scheduling of City content may be requested in writing in advance and shall be mutually agreed upon between City and Owner. City shall make a reasonable good faith effort to provide Scheduling Framework one year in advance, and in any case shall provide such schedule to the Owner as soon as reasonably possible in advance of the applicable time period for the City Content Allocation, but in no case shall this be less than one (1) month in advance. With at least thirty (30) days prior written notice, the City has the unilateral right to elect to aggregate its City and Art Content Allocation into multiple blocks per hour to facilitate special promotional activities in the City.

2. Delivery. Owner shall facilitate and coordinate with the City for the display of the City and Art Content. Owner must provide technical specifications that are necessary for the display of City and Art Content, including, but not limited to, an image of the display, physical dimensions, content area dimensions, pixel resolution, pixel pitch, color mode, aspect ratio, frame rate, motion file duration, motion file format, maximum file size allowed, and file data rate. The City shall provide proposed content no later than five (5) business days prior to the date the proposed content is to be displayed on the Digital Display. All such content must meet the specific screen specifications of the Digital Display. City-provided content may only be altered by the Owner to ensure that the content is in a compatible file-type or other formatting standard that is necessary for display.

H. General Standards

1. Display Type – Digital Displays shall be installed only on buildings and shall not be freestanding.

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2. Location – Digital Displays are permitted only:
a. On corner buildings located on the Third Street Promenade with a maximum of one Digital Display at the corner of each building; provided, however, that on corner Landmark Buildings, the City Manager may approve placement other than wrapping the corner to ensure conformance with the requirements of Section 9.61.205(G)(7). b. On the exterior facades of the Santa Monica Place shopping center with a maximum of four Digital Displays.

3. Projections/Encroachment
a. Except for Landmark properties, Digital Displays shall not be installed on any roof of a building and shall not project more than five feet above the roofline or five feet above the façade of the building to which it is mounted, whichever is higher. Architectural or structural elements associated with the Digital Display shall not be counted towards the height projection limit. b. Digital displays shall be placed at least (i) 14.5 feet above a vehicular roadway surface, and (ii) 14.5 feet above a sidewalk; provided, however, that the City Council may approve a lesser height, no lower than 11.5 feet, above a sidewalk through the Development Agreement. Digital displays may not project more than 3 feet beyond the property line, unless otherwise approved by the City’s Public Works Department through the issuance of an encroachment permit. c. To obtain an encroachment permit, the applicant must demonstrate that the proposed encroachment will be designed to maintain adequate line of sight for vehicles, and will not constitute a hazard to public streets, infrastructure or Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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property, private property, and/or persons lawfully using an adjacent sidewalk, alley, street or other right-of-way.
d. The encroachment permit shall require the permittee to procure and maintain in full force and effect insurance pursuant to the requirements of the City's Risk Manager.
e. The encroachment permit shall require the permittee to defend, indemnify and hold harmless the City, its agents, officers, officials, employees and volunteers from any and all: (1) damages, liabilities, injuries, losses, costs and expenses and from any and all claims, demands, lawsuits, writs and other actions or proceedings (“claims”) brought against the City or its agents, officers, officials, employees or volunteers to challenge, attack, seek to modify, set aside, void or annul the City’s approval of the permit; and (2) other claims, any kind or form, whether for personal injury, death or property damage, that arise from or in connection with the permittee’s or its agents’, directors’, officers’, employees’, contractors’, subcontractors’, licensees’, or customers' acts or omissions in connection with the permit; provided, however, the permittee shall not be required to defend, indemnify, or hold harmless the City, agents, officers, officials, employees and volunteers due to the active negligence, gross negligence, or willful misconduct of the City, agents, officers, officials, employees, and volunteers. In the event the City becomes aware of any claims, the City shall use best efforts to promptly notify the permittee and shall reasonably cooperate in the defense. The permittee expressly acknowledges and agrees that the City shall have the right to approve, which approval shall not be unreasonably withheld, the legal counsel Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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providing the City’s defense, and the property owner and/or permittee (as applicable) shall promptly reimburse the City for any costs and expenses directly and necessarily incurred by the City in the course of the defense.

4. Maximum Display Area
a. Except for subparagraph (b), the total display area of a Digital Display on a building shall not exceed 1,000 square feet. b. For the Santa Monica Place shopping center, the total display area of a single Digital Display shall not exceed 1,000 square feet and the total combined display area of multiple Digital Displays shall not exceed 4,000 square feet.
c. Architectural features not utilized for display shall not be counted in the total display area.
d. The Digital Display(s) shall not count toward any sign area limits in any other section of this Chapter including Section 9.61.190.

5. Content - Off-premises advertising is permitted for Digital Displays provided that only one advertisement may be displayed at any given time.

6. Energy –Owner shall contract with an energy provider that will utilize 100% renewable energy resources for electrical service at all times if such service is offered as an option by the electric utility provider. To the extent that photovoltaic is available on-site, Digital Displays may also utilize solar power to satisfy a portion of its energy demand.

7. Landmark Buildings
a. For Development Agreement applications seeking solely to install a Digital Display on a Landmark Building, which is filed prior to December 16, 2025, Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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a Digital Display may be permitted if, prior to Council’s approval of a Development Agreement that would allow the installation of a Digital Display, the City Manager certifies that:
i. The Digital Display is installed in a manner that is reversible as defined by the Secretary of the Interior Standards for the Treatment of Historic Properties;
ii. The Digital Display will not materially alter the Existing Building such that its significance would be materially impaired; and iii. All physical characteristics that convey the Existing Building’s significance will remain intact behind the Digital Display screen, as determined by a Qualified Historic Preservation Professional. b. For Development Agreement applications seeking solely to install a Digital Display on a Landmark Building, which is filed on or after December 16, 2025, a Digital Display may be permitted if, prior to Council’s approval of a Development Agreement that would allow the installation of a Digital Display, the City Manager certifies, after non-binding consultation with the Landmarks Commission at a duly noticed public hearing, that:
i. The Digital Display is installed in a manner that is reversible as defined by the Secretary of the Interior Standards for the Treatment of Historic Properties;
ii. The Digital Display will not materially alter the Existing Building such that its significance would be materially impaired; and iii. All physical characteristics that convey the Existing Building’s Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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significance will remain intact behind the Digital Display screen, as determined by a Qualified Historic Preservation Professional. c. The installation of a Digital Display shall not require a Certificate of Appropriateness pursuant to the City’s Landmarks Ordinance, Chapter 9.56 and/or Section 9.61.050.

8. Hours of Operation – Hours of operation for Digital Display programming are seven days per week and limited to:
 April 1 – September 30 of each year: 6:00 a.m. to 2:00 a.m.  October 1- March 31 of each year: 7:00 a.m. to 2:00 a.m.

9. Emergency Use – The Digital Display shall be made immediately available to the City for emergency announcements, instructions, and broadcasts in the event of an emergency or disaster, or as otherwise reasonably deemed necessary by the City to protect public safety.

10. Maintenance – Digital Displays, including underside portions that project or encroach into the public right of way, shall be continually maintained in good, operable condition and free from graffiti, rust, or other blight conditions. The Digital Display’s individual light emitting diodes (LEDs) shall be maintained in an attractive condition and be continuously operable, except during periods of required maintenance, casualty, or as otherwise required by this Section 9.61.205. In the event one or more LEDs malfunction or become damaged or otherwise requires repair, it shall be repaired or replaced as soon as practicable.

11. Audio – Audio, sounds effects, speakers, music, and spoken dialogue are prohibited to accompany operation of the Digital Display. Notwithstanding the foregoing, Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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on-site sound may be allowed from time to time as part of a community event or community programming- if approved by the City and compliant with City regulations related to noise.

12. Utilities – All utilities in connection with the Digital Displays shall be installed and maintained at Owner’s cost and hidden or covered from public view and/or placed underground.

13. Malfunction – Each Digital Display shall be designed and operated with a control system and monitoring in place to either turn the display off or show full black screen in the event of a malfunction. An emergency shutoff switch shall be provided.

14. No Duty by City to Maintain Landscaping and/or Tree Removal – Unless otherwise expressly agreed to in writing pursuant to a Development Agreement, City shall have no duty to remove, cut, trim, prune, plant, injure, or interfere with any tree, shrub, or plant upon any street, sidewalk, parkway, alley or other public property for purposes of facilitating visibility of a Digital Display, at any time prior to or during the term of a Development Agreement. Any Owner seeking to remove, cut, trim, prune, plant, injure, or interfere with any tree, shrub, or plant upon any street, sidewalk, parkway, alley or other public property, must obtain permission from the City by obtaining a permit pursuant to Chapter 7.40.

15. Design Review – The design of a Digital Display shall be approved as part of the Development Agreement approval and no subsequent review pursuant to Chapter

9.55 or Section 9.61.050 shall be required unless required pursuant to the terms and conditions of the Development Agreement.

16. Required Findings. In addition to the findings required in Section 9.60.110, Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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the City Council shall make the following findings to approve a Development Agreement for a Digital Display(s):
a. The Digital Display is consistent with the goals, objectives, purposes and provisions of the Santa Monica Land Use and Circulation Element and the Downtown Community Plan in effect at the time of City Council approval. b. The Digital Display complies with the regulations established herein. c. The Digital Display would not otherwise result in a threat to the general health, safety, and welfare of City residents, based on factors including but not limited to such factors as distracted driving, pedestrian and driver safety, light and glare, or aesthetics; and
d. The Digital Display provides substantial economic and public benefits that would not otherwise accrue to the public in the absence of its installation.

17. Good Neighbor Policy – No later than 60 days prior to installation of the Digital Display, the Owner shall provide the City with contact information for a single individual appointed to communicate with residents, businesses, and commuters with questions, comments, and/or concerns regarding the Digital Display.

I. Illumination Standards:

1. Digital Displays must be light emitting diodes (LEDs), with a power supply efficiency of 80 percent or greater.

2. Digital Displays, including architectural lighting elements (if any), shall adhere to the following lighting standards:
a. Daytime: From start time set forth in the hours of operation (6:00 am Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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or 7:00 a.m.) until sunset, luminance shall not exceed 6,000 candelas per meter squared (cd/m2).
b. Evening: From sunset until 10:00 p.m., luminance shall not exceed 300 candelas per meter squared.
c. Nighttime: From 10:00 p.m. to 2:00 a.m., luminance shall not exceed 200 candelas per meter squared.
d. After Hours: From 2:00 a.m. until start time, Digital Display shall be powered off.
e. Maximum luminance shall transition smoothly over a period of no less than 45 minutes from 1) daytime maximum luminance to evening maximum luminance and from 2) nighttime maximum luminance to daytime maximum luminance.
f. Illuminance from any Digital Display or architectural lights of the display, shall not exceed 3.0-foot candles (fc) at any nearby residential uses to limit light trespass.

3. Digital Displays shall be dimmable and shall have a light sensing device that provides the ability to automatically reduce power by a minimum of 65 percent.

4. Digital Displays shall have a photocontrol device that will automatically adjust the brightness to less than 300 cd/m2 when ambient sunlight conditions are less than 100 footcandles, in addition to an automatic time-switch control or an astronomical time-switch control.

5. Digital Displays shall be designed and operated with systems and monitoring in place to either turn the display off or show full black screen in the event of Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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Packet Pg. 1084 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade

a malfunction.

6. Digital Displays shall not simulate or imitate any directional, warning, danger, or information sign, or any other display likely to be mistaken for any permitted sign intended or likely to be construed as giving warning or direction to traffic, for example using such words or phrases as “stop” or “slow down.”

7. Digital Displays shall not display any red, flashing, blinking, or intermittent lighting that may be mistaken for warning or danger signals nor shall the displays' illumination impair the vision of travelers on the adjacent roadways.

8. Each static image displayed on a Digital Display shall not be refreshed more often than once every twelve seconds.

9. Each static or animated image displayed on a Digital Display shall fade in from the previous image over no less than one second and shall fade out over no less than one (1) second to the image of the immediately succeeding content.

10. Digital Displays shall not use stroboscopic or flashing images, text, or lighting which rapidly change direction, oscillate, flash or reverse in contrast.

11. Digital Displays shall not use scrolling text in any direction.

12. Animated text is permitted.

13. Luminance must be less than 30 to 1 contrast ratios.

14. Photometric Report and Illumination Testing Protocol – A Photometric Report prepared by a lighting professional shall be submitted to the Director upon installation prior to issuance of a certificate of occupancy or commercial operation of the display, and at two-year intervals thereafter to confirm conformance with the lighting requirements above. The report shall include:

Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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Packet Pg. 1085 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade

a. Luminance measured in nits (candelas per square meter).

Measurements shall be conducted at the property line of the Digital Display site, or in the nearest adjacent public right of way, perpendicular to the Digital Display face.
b. Illuminance measured in foot candles. Measurements shall be conducted perpendicular to the Digital Display face, at the property line containing the Digital Display, and at adjoining residential use property or properties. The illuminance meter shall be aimed toward the display face from the measurement location.
c. All measurements shall include both luminance and illuminance for two conditions:
i. The display off.
ii. The display illuminated using an all white display , or the sign configuration demonstrating the maximum possible lighting intensity. d. Complaints about violations of lighting standards shall be reported to the City Manager for investigation and if determined necessary by the City Manager, an updated Lighting Monitoring Report shall be prepared by the Owner to confirm compliance.

J. City and Art Content. The City Manager is authorized and may develop guidelines for City and Art Content, as required under subparagraph G, above, to be displayed on the Digital Displays as well as the transmittal process for such content to be delivered to the Digital Display Owner . If adopted by the City Manager, the guidelines shall be posted on the City’s website and updated, from time to time.

Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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Packet Pg. 1086 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade

SECTION 2. Section 9.61.050 of the Santa Monica Municipal Code is hereby amended as follows:

9.61.050 Landmarks Commission Review.

Except as provided in Section 9.61.205, in the case of any new sign or sign program proposed to be placed, changed, altered or displayed on a City-Designated Historic Resource, the Review Body shall be the Landmarks Commission, or where administrative approval is authorized in accordance with Section 9.61.120 the Landmarks Commission Secretary, through submission of a certificate of appropriateness application. Such applications as they relate to a sign or sign program shall be subject to the same standards specified in this Chapter. All sign or sign program decisions by the Landmarks Commission may be appealed to the Planning Commission. Administrative approvals by the Landmarks Commission Secretary are not subject to appeal.

SECTION 3. Section 9.61.180 of the Santa Monica Municipal Code is hereby amended as follows:

Section 9.61.180 Prohibited Signs
A. Except as may be expressly authorized elsewhere in this Chapter, the following signs, and any sign not authorized by Section 9.61.150, 9.61.160, or 9.61.170, are prohibited:

1. Animated Signs. Animated signs, except that:
i. The City may use animated signs to preserve roadway safety and traffic circulation; and
ii. Primary and secondary schools may use animated signs on school property for school purposes.

Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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2. Balloon signs.

3. Emitting Signs. Emitting signs, except that devices for communicating with customers at drive-in restaurants, automated bank tellers, and drive-through banks may use sound communication.

4. Freestanding and pole signs.

5. Miscellaneous Signs and Posters. Miscellaneous signs and posters tacked, painted, posted or otherwise affixed on the walls of a building, or on a tree, pole, fence or other structure, and visible from a public way.

6. Off-premises signs.

7. Paper, Cloth, or Plastic Streamers and Bunting. Paper, cloth, or plastic streamers and bunting.

8. Portable signs, except signs authorized pursuant to Section 9.61.160 or

9.61.200.

9. Roof signs.

10. Upper level signs.

11. Vehicle signs, except that this Section does not apply to any vehicle that displays an advertisement or business identification of its owner, so long as such a vehicle is engaged in the usual business or regular work of the owner, and not used merely, mainly, or primarily to display advertisements.

12. High-rise signs.

SECTION 4. Any provision of the Santa Monica Municipal Code or appendices thereto inconsistent with the provisions of this Ordinance, to the extent of such inconsistencies and no further, are hereby repealed or modified to that extent necessary Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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to effect the provisions of this Ordinance.

SECTION 5. If any section, subsection, sentence, clause, or phrase of this Ordinance is for any reason held to be invalid or unconstitutional by a decision of any court of competent jurisdiction, such decision shall not affect the validity of the remaining portions of this Ordinance. The City Council hereby declares that it would have passed this Ordinance and each and every section, subsection, sentence, clause, or phrase not declared invalid or unconstitutional without regard to whether any portion of the ordinance would be subsequently declared invalid or unconstitutional.

SECTION 6. The Mayor shall sign and the City Clerk shall attest to the passage of this Ordinance. The City Clerk shall cause the same to be published once in the official newspaper within 15 days after its adoption. This Ordinance shall become effective 30 days from its adoption.

APPROVED AS TO FORM:
_________________________

HEIDI VON TONGELN
Interim City Attorney
Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5

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Packet Pg. 1089 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Approved and adopted this 13th day of January, 2026.
_____________________________
Caroline Torosis, Mayor
State of California )
County of Los Angeles ) ss.

City of Santa Monica )
I, Maria Dacanay-Wisner, Assistant City Clerk of the City of Santa Monica, do hereby certify that the foregoing Ordinance No. 2839 (CCS) had its introduction on December 16, 2025, and was adopted at the Santa Monica City Council meeting held on January 13, 2026, by the following vote:

AYES: Councilmembers Zernitskaya, Snell, Hall,
Mayor Pro Tem Zwick, Mayor Torosis
NOES: None
ABSENT: Councilmembers Raskin, Negrete
ATTEST:
_____________________________________ _________________ Maria Dacanay-Wisner, Assistant City Clerk Date
A summary of Ordinance No. 2839 (CCS) was duly published pursuant to California Government Code Section 40806.

Docusign Envelope ID: 43788197-A8F3-46BF-B269-E27D4D010EA5 1/15/2026

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Packet Pg. 1090 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “H”
EXHIBIT “H”

ADVERTISING CONTENT STANDARDS
The City allows exterior advertising without regard to content and viewpoint, except advertising that contains material falling within one or more of the following categories:

1. Obscene Matter or Harmful Matter as those terms are defined by the California Penal Code Sections 311 or 313.

2. False, misleading or deceptive material. Any material that is, or the sponsor reasonably should have known is, false, fraudulent, misleading, deceptive, or would constitute a tort of defamation or invasion of privacy.

3. Material that infringes on any copyright, trade or service mark, title, or slogan.

4. Illegal activity and hate speech. Material that promotes or encourages unlawful or illegal behavior or activities under local, state, or federal laws.

5. Profanity and violence. Advertising that contains any profane language, or portrays images or descriptions of graphic violence, or intentional infliction of pain or violent action towards or upon a person or animal, or that depicts weapons or devices that appear to be aimed or pointed at the viewer or observer in a menacing manner.

6. Effects likely to cause driver distraction, including but not limited to flashing lights, copy that simulates any traffic sign in a manner which confuses the public, or anything that may interfere with the safe operation of traffic, pedestrians, or the public at large.

7. Material that conflicts with any applicable federal, state, or local law, statute, or ordinance, including but not limited to laws and regulations regarding advertising of tobacco, alcohol, and cannabis products.

8. Political advertisements designed to promote views of particular political groups or influence opinions of others on public policy issues.

9. Predatory lending services, predatory solicitation, and/or displays false, misleading or deceptive content.”

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EXHIBIT “I”

FORM OF ENCROACHMENT PERMIT FOR DIGITAL DISPLAY
THIS ENCROACHMENT PERMIT FOR DIGITAL DISPLAY ("Agreement") is entered into on __________________ ("Effective Date"), by and between the CITY OF SANTA MONICA ("City") and XYZ NOW LLC, a California limited liability company (“Owner”).

A. Whereas, City is the owner of the public right of way within the boundaries of the City of Santa Monica.

B. Whereas, pursuant to California Government Code Section 65864 et seq. and Chapter 9.60 of the Santa Monica Municipal Code (collectively, the “Development Agreement Statutes”), the City is authorized to enter into binding development agreements with persons or entities having a legal or equitable interest in real property for the development of real property.

C. Whereas, Owner is the owner of approximately 7,483 square feet of land located in the City of Santa Monica, State of California, commonly known as 1355 Third Street Promenade, also known as 301 Santa Monica Boulevard, as more particularly described in Exhibit “A” attached hereto and incorporated herein by this reference (the “Property”).

D. Whereas, the Property is developed with an existing commercial building (the “Existing Building”) that includes approximately 18,439 rentable square feet above-grade.

E. Whereas, pursuant to that certain Development Agreement by and between the City and Owner, dated ______________, and recorded in the Los Angeles County Recorder on __________, as Document Number _______________ (the “Development Agreement”) the City has agreed to allow the Owner to install, operate, maintain, and repair a high-quality LED digital display and associated sign structure (the “Digital Display”) on the Existing Building for displaying paid static or full motion on-premises and/or off-premises advertising, artistic creations, civic announcements of public interest or importance and content promoting the City and/or its rich history, including Downtown Santa Monica and the Third Street Promenade. As shown on the Blade Sign Plans included as Exhibit “B-2” to the Development Agreement, the Development Agreement also approves reconstruction of a previously removed static blade sign that was formerly attached to the Existing Building during a period of historic significance (the “Blade Sign”).

F. Whereas, Owner has advised the City of Owner’s intent to allow a third-party billboard operator (the “Operator”) to operate and own, lease, or license the Digital Display from Owner during the term of this Agreement.

G. Whereas, the designs of the Digital Display and Blade Sign are more particularly depicted on the plans approved by the City pursuant to Building Permit No. _____________.

H. Whereas, on ________________, the City Council held a duly noticed public hearing on the updated Development Application and this Agreement, and at such hearing the City determined the approval of the Development Agreement authorizing the Digital Display and Blade Sign is exempt from the California Environmental Quality Act (“CEQA”) pursuant to a

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Class 1 exemption (existing facilities) per CEQA Guidelines Section 15301, a Class 3 exemption (new construction or conversion of small structures) per CEQA Guidelines Section 15303, a Class 11 exemption (accessory structures) per CEQA Guidelines Section 15311, a Class 31 exemption (historical resource restoration/rehabilitation), and a Class 32 categorial exemption (in-fill development) per CEQA Guidelines Section 15332 and introduced for first reading Ordinance No. ______ approving this Agreement.

I. Whereas, on __________________ the City Council adopted Ordinance No. ______ approving the Development Agreement.

J. Whereas, Santa Monica Municipal Code Section 9.61.205 (“Section 9.61.205”) authorizes digital displays on the Third Street Promenade, which includes the Digital Display contemplated for the Property in the Development Agreement.

K. Whereas, Santa Monica Municipal Code Section 9.61.205.H.3.b. requires that digital displays be placed at least: (i) 14.5 feet above a vehicular roadway surface; and (ii) 14.5 feet above a sidewalk; provided, however, that the City Council may approve a lesser height, no lower than 11.5 feet, above a sidewalk through the Development Agreement.

L. Whereas, Section 9.61.205.H.3.b. also provides that digital displays may not project more than three feet beyond the property line, unless otherwise approved by the City's Public Works Department through the issuance of an encroachment permit.

M. Whereas, to obtain an encroachment permit, the Owner must demonstrate that the proposed encroachment will be designed to maintain adequate line of sight for vehicles, and will not constitute a hazard to public streets, infrastructure or property, private property, and/or persons lawfully using an adjacent sidewalk, alley, street or other right-of-way.

N. Whereas, the City’s Public Works Department has determined that the proposed encroachment will maintain adequate line of sight for vehicles, and will not constitute a hazard to public streets, infrastructure or property, private property, and/or persons lawfully using an adjacent sidewalk, alley, street or other right-of-way.

O. Whereas, Owner desires an encroachment permit in the form of this Agreement because the Digital Display authorized under the Development Agreement will project more than three feet beyond the property line (the “Encroachment Area”) as depicted in Exhibit “B”. For the avoidance of doubt, the “Encroachment Area” means only the three-dimensional volume of space beyond the property line that encapsulates the Digital Display and does not include any space above, below, or otherwise adjacent to that volume.

NOW, THEREFORE, with reference to these Recitals and on the terms and conditions contained in this Agreement, City and Owner agree as follows:

Section 1. Recitals, Development Agreement and Definition. The Recitals to and exhibits referenced therein and in this Agreement are hereby incorporated by reference into the terms and conditions of this Agreement as if fully set forth in this Section 1. This Agreement implements, is subordinate to, and shall be construed consistently with the Development Agreement. The term of this Agreement (the “Term”) is coterminous with the Development

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Agreement, including any extensions and any tolling thereof, and this Agreement shall not be revoked, modified, or terminated by City except to the extent, and pursuant to the procedures, expressly permitted under the Development Agreement. In the event of any conflict between this Agreement and the Development Agreement, the Development Agreement shall control. “City Property” means the public right-of-way, and any other real property, owned or controlled by the City, including without limitation the Encroachment Area.

Section 2. Authorized Use of the Encroachment Area. Owner is permitted to use the Encroachment Area, as depicted in Exhibit “B”, for the sole purpose of installing, maintaining, monitoring, repairing, replacing in kind (as to the nature, scope, size, and materials) and, to the extent permitted in Section 2.7 of the Development Agreement, replacing, updating or upgrading the Digital Display described in Recital E, above, for the period authorized for this Digital Display in the Development Agreement.

Section 3. Owner Quitclaim. Except for any express authorization provided to Owner under Section 2, herein, Owner, for itself, and its successors and assigns does remise, release, and forever quitclaim to City all right, title, and interest Owner has in the Encroachment Area.

Section 4. Release of Claims. Owner, for itself, its successors and assigns, hereby waives, releases, acquits and forever discharges (collectively, the “Release”) City of and from any claims, actions, causes of action, demands, rights damages, costs, expenses, penalties, fines or compensation, whatsoever, whether direct or indirect (collectively, the “Claims”), which Owner may have or thereafter acquire on account of or in any way arising from or in connection with the condition of the Encroachment Area and/or authorization granted to Owner to use the Encroachment Area under Section 2 of the Agreement; provided, however, that the Release and the waiver below do not extend to, and Owner does not release, any Claims arising from the sole active negligence or willful misconduct of City or any Indemnitee (as defined in Section 15 below), any content provided by City for display on the Digital Display, or any breach by City of the Development Agreement or this Agreement (collectively, “Released Matters”). Owner hereby acknowledges and expressly agrees that the Release extends to all unknown, unsuspected or unanticipated claims or damages, as well as those disclosed, with respect to the Released Matters. In connection with the general release set forth in this Section, Owner specifically waives the provisions of California Civil Code section 1542, which provides as follows:
“A general release does not extend to claims which the creditor does not know or suspect to existing in his or her favor at the time of executing the release, which if known by him or her must have materially affected his or her settlement with the debtor.” _____________________________________________
Authorized Signatory
Name

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Section 5. Fees. In consideration for the authorization to use the Encroachment Area for the purposes stated herein, Owner shall pay to City a one-time cost recovery administrative fee in the amount of ZERO DOLLARS to cover the City’s administrative costs to administer this Agreement plus the lump sum amount of ZERO DOLLARS. The foregoing amounts shall be collectively referenced herein as “Fees”. The Fees shall be paid to City in lawful money of the United States as a condition to the effectiveness of this Agreement. Payment of the Fees shall be in the form of a wire transfer or cashier’s check, payable to the City of Santa Monica.

Section 6. Intentionally Left Blank.

Section 7. Repairs. Subject to any and all applicable regulatory permitting requirements and the Development Agreement, Owner may make repairs and in-kind replacements (as to the nature, scope, size, and materials) of the Digital Display, due to wear and tear and/or casualty.

Section 8. No Additional Improvements. Nothing in this Agreement grants Owner the right to construct or maintain, either permanently or temporarily, any improvements on City Property except as expressly provided for herein or in the Development Agreement, or except as allowed by the City through other City-issued permits (e.g. through the issuance of a Use of Public Property Permit during construction).

Section 9. No Prescriptive Rights. Owner expressly agrees that the continued use of the Encroachment Area or any land extending onto City Property shall not give rise to any claim of prescriptive rights or any other right, title or interest against the City.

Section 10. Notice. Any notice required by this Agreement shall be deemed given if deposited in the U.S. mail, registered or certified mail, return receipt requested, and addressed to:

If to City: City of Santa Monica
Engineering Division
1685 Main Street, Mail Stop 15
Santa Monica, CA 90401
Attention: City Engineer
If to Owner: XYZ NOW LLC
2800 Olympic Blvd, Floor 1
Santa Monica, CA 90404
United El Segundo, Inc.

Attn: Jeff Appel; Legal
9815 National Blvd.

Los Angeles, CA 90034
With a copy to:

Grant Carpenter
2800 Olympic Blvd, Floor 1
Santa Monica, CA 90404

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Section 11. Compliance with Laws. Owner shall, at Owner’s sole cost and risk, undertake to comply promptly with all applicable laws ("Laws"), and with the applicable requirements of any governmental authority having jurisdiction over the Encroachment Area and/or the Digital Display. Without limiting the generality of the foregoing, to the extent required to comply with Laws, Owner shall be required to obtain a Use of Public Property Permit for any access to the Digital Display requiring use of City Property beyond the Encroachment Area. Any permit required under this Section that constitutes a Technical City Permit or Ministerial Approval (each as defined in the Development Agreement) shall be accepted, diligently processed, and issued by City in accordance with Article 7 of the Development Agreement, and any associated fees shall not exceed those permitted under Sections 4.1 and 5.2 of the Development Agreement.

Section 12. Default. The failure of Owner to meet any monetary terms or conditions as provided herein within the time specified or the breach of any of the non-monetary terms or conditions contained herein shall constitute a default of this Agreement. Subject to any rights of Owner under the Development Agreement, City shall have the right to terminate this Agreement upon giving to Owner a 30-day written notice to correct such default and such default not having been cured within the foregoing 30-day period; provided, however, in the event of a non-monetary default, no default shall be deemed to have occurred if such cure would reasonably take longer than thirty (30) days to cure, and Owner has, within such 30-day period, commenced such cure and is diligently prosecuting it to completion up to a maximum cure period of ninety (90) days. Upon termination, Owner shall promptly remove all Digital Display and personal property from the Encroachment Area and restore the Encroachment Area in accordance with Section 19, herein. Notwithstanding the foregoing, (a) any cure period under this Section shall run concurrently with, and shall be no shorter than, the corresponding cure period under the Development Agreement; (b) City shall deliver to any Secured Lender (as defined in the Development Agreement) that has delivered a Request for Notice copies of any notice of default hereunder and afford such Secured Lender the notice and cure rights provided under Article 12 of the Development Agreement; (c) City shall have no right to terminate this Agreement on account of any default that is being cured, or that remains within an applicable cure period, under the Development Agreement; and (d) neither party shall be liable in damages on account of any default except as permitted under the Development Agreement.

Section 13. Right of Inspection. City at all times shall have a right to enter upon or within the Encroachment Area for the purpose of making any reasonable inspection to determine whether the terms and conditions of this Agreement are being fulfilled by Owner.

Section 14. Risk of Damage or Injury or Death. Owner hereby assumes all risk of damage to property, or injury or death of persons, relating to any rights granted to Owner under this Agreement, the maintenance and use of the Encroachment Area, or the maintenance and use of the Digital Display; provided that Owner does not assume, and this Section does not apply to, damage, injury, or death caused by the sole active negligence or willful misconduct of City or any Indemnitee.

Section 15. Indemnity. Owner shall indemnify, defend and hold harmless (collectively, "Indemnify") City and its representatives, boards, commissions, officers, employees,

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contractors, and agents (collectively, "Indemnitees" and each an "Indemnitee"), from all claims, demands, liability, loss, damage and costs (collectively, "Indemnified Claims") resulting from (a) the exercise of any rights granted to Owner under this Agreement, (b) Owner’s, Operator’s, or their contractors’ use of the Encroachment Area and/or the installation, use, maintenance and removal of the Digital Display; (c) any act, omission, or negligence of for any act or omission of Owner, Operator and/or their officers, board members, agents, employees, volunteers, contractors, subcontractors or other persons acting on its behalf, including Owner’s tenants (collectively referred to as the “Owner Parties”); (d) any accident, injury, or damage whatsoever occurring in or at the Encroachment Area or on City Property; (e) any breach or default by Owner in the full and prompt payment of any amount due City under this Agreement, and for any breach, violation, or nonperformance of any term, condition, covenant, or other obligation of Owner under this Agreement or any representation made by Owner; provided, however, that the obligation to Indemnify shall not apply to any Indemnified Claims arising from the sole active negligence or willful misconduct of any of the Indemnitees or any content provided by City for display on the Digital Display (collectively, "Excluded Claims"). In the event City is made a party to any litigation commenced by or against any of the Owner Parties (other than to the extent based on Excluded Claims), then Owner shall pay all costs, expenses, and reasonable attorney fees incurred or paid by City in connection with such litigation.

Section 16. Insurance. Owner shall, at Owner’s expense, obtain and provide insurance on or before the commencement date of the Term, and shall maintain in full force and effect at all times during the Term, the insurance coverages set forth in Exhibit "C". Insurance maintained by the Operator that names both Owner and City (and the other Indemnitees) as additional insureds and otherwise satisfies Exhibit "C" shall satisfy Owner’s obligations under this Section.

Section 17. Prevailing Party Attorney's Fees. In the event any of the parties to this Agreement is required to bring any action at law or equity to collect the payment of any consideration due hereunder or to enforce any of the terms or conditions of this Agreement, the prevailing party shall be reimbursed by the non-prevailing party for such costs as may be incurred in the bringing of such action, including reasonable attorneys' fees.

Section 18. Termination.
(a) Termination by Owner. Subject to any rights of City under the Development Agreement, this Agreement may be terminated at any time by Owner by the removal of the Digital Display and personal property from the Encroachment Area and giving written notice to City. Notwithstanding anything to the contrary in this provision, in the event of any conflict between this provision and the Development Agreement, the Development Agreement shall control.
(b) Termination by City. Subject to any rights of Owner under the Development Agreement, this Agreement may be terminated by City only upon not less than twelve (12) months prior written notice of City’s intent to install and/or construct public improvements, including, without limitation, street improvements, within the Encroachment Area such that the removal or relocation of the Digital Display is reasonably necessary for the installation or construction of such public improvements; provided that City shall first use

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commercially reasonable efforts to design and locate such public improvements so as to avoid the need to remove the Digital Display. For any such relocation, City shall reasonably cooperate with Owner, consistent with Section 15.15 of the Development Agreement, in obtaining any California Coastal Commission approval required. Any such removal shall be treated as an Abatement Event entitling Owner to the abatement credits provided under Section 2.5.2(h) of the Development Agreement, and City’s termination right under this provision shall be subject to the limitations on City termination set forth in Sections 3.6 and 3.7 of the Development Agreement. Owner shall have twelve (12) months from the date of the notice to remove or relocate the Digital Display and personal property from the Encroachment Area in accordance with Section 19, herein.

Notwithstanding anything to the contrary in this provision, in the event of any conflict between this provision and the Development Agreement, the Development Agreement shall control.

Section 19. Restoration. Upon termination of this Agreement for any reason, Owner shall promptly remove all Digital Display and personal property from the Encroachment Area, and restore the Encroachment Area, and any City Property disturbed by installation, use and occupancy of the Encroachment Area, to match the adjacent City Property ("Restoration"), in accordance with plans and specifications approved by the Public Works Department. If Restoration is not achieved by Owner within thirty (30) days following termination of this Agreement, then City shall have the right, without further notice, to complete Restoration, and collect all of the City's costs of Restoration, including without limitation, any costs to store and/or dispose of such Digital Display and personal property (collectively, "Restoration Costs").

All Restoration Costs shall be promptly paid by Owner upon tender of a bill by City together with reasonable supporting documentation. The Restoration and/or payment of Restoration Costs shall not operate to release Owner from any obligation under this Agreement. Restoration under this Section is limited to the Encroachment Area, and any City Property disturbed by installation, use and occupancy of the Encroachment Area. Any patch or repair of the facades of the Existing Building shall be performed and reviewed in accordance with Section 2.8 of the Development Agreement.

Section 20. Binding Effect; Covenants Running with the Land. The benefits and burdens of this Agreement shall run with the Property and the Encroachment Area and shall bind and inure to the benefit of the parties and their respective successors and assigns, including any Property Transferee that assumes the Development Agreement in accordance with Article 13 thereof. The rights granted to Owner hereunder may be exercised by the Operator and shall transfer with the Property without separate City consent.

Section 21. Secured Lenders. Each Secured Lender (as defined in the Development Agreement) shall be entitled, with respect to this Agreement, to the notice, cure, and other protections set forth in Article 12 of the Development Agreement, and this Agreement shall not be terminated as against any Secured Lender except in accordance with that Article 12.

Section 22. Recordation. Upon Owner’s request, the parties shall execute, acknowledge, and record a memorandum of this Agreement against the Property in the Official Records of Los Angeles County.

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Section 23. Counterpart Execution. This Agreement may be executed in counterparts with the same effect as if both parties hereto had executed the same document. All counterparts shall be construed together and shall constitute a single modification. Any signature to this Agreement transmitted electronically through DocuSign or PDF shall be deemed an original signature and be binding upon the parties hereto (it being agreed that such electronic signature shall have the same force and effect as an original signature).

IN WITNESS WHEREOF, City and Owner have each caused this Agreement to be executed as of the date and year first written above.

CITY OF SANTA MONICA,
a municipal corporation
ATTEST: By: __________________________________
Oliver Chi
City Manager
Denise Anderson-Warren
Interim City Clerk

APPROVED AS TO FORM
Heidi von Tongeln
City Attorney
OWNER

XYZ NOW LLC,
a California limited liability company
By:_________________________________
Name: ________________________
Title: _________________________

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Packet Pg. 1099 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “I”, page
9 EXHIBIT “A”
Legal Description of Property
APN: 4291-012-010

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Packet Pg. 1100 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “I”, page 10
EXHIBIT "B”
Encroachment Area
[To be added.]

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Packet Pg. 1101 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “I”, page 11
EXHIBIT “C”
Insurance Requirements and Verifications
Owner shall procure and maintain for the duration of the Agreement insurance against claims for injuries to persons or damages to property that may arise from or in connection with the performance of the work hereunder by the Owner, its agents, representatives, employees or subcontractors.

Minimum Scope and Limits of Insurance
Coverage shall be at least as broad as:

1. Commercial General Liability (CGL): Insurance Services Office Form CG 00 01 covering CGL on an “occurrence” basis, including products and completed operations, property damage, bodily injury and personal and advertising injury, with limits of no less than $1,000,000 per occurrence. If a general aggregate limit applies, either the general aggregate limit shall apply separately to this project/location (Insurance Services Office Form CG 25 04) or the general aggregate limit shall be twice the required occurrence limit.

2. Automobile Liability: Insurance Services Office Form CA 00 01 covering Code 1 (any auto), or if Owner has no owned autos, Code 8 (hired) and Code 9 (non-owned), with limits of no less than $1,000,000 per accident for bodily injury and property damage.

3. Workers’ Compensation: Workers’ Compensation insurance as required by the State of California, with Statutory Limits and Employers’ Liability Insurance with limits of no less than $1,000,000 per accident for bodily injury or disease (see footnote #1).

If the Owner maintains broader coverage or higher limits than the minimums shown above, the City of Santa Monica requires and shall be entitled to the broader coverage or higher limits maintained by the Owner. Any available insurance proceeds in excess of the specified minimum limits of insurance and coverage shall be available to the City of Santa Monica.

Other Insurance Provisions

1. The insurance policies are to contain, or be endorsed to contain, the following provisions:
a. Additional Insured Status: The City of Santa Monica is to be covered as an additional insureds on the CGL policy with respect to liability arising out of work or operations performed by or on behalf of Owner including materials, parts, or equipment furnished in connection with such work or operations. CGL coverage can be provided in the form of an endorsement to the Owner’s insurance (at least as broad as Insurance Services Office Form CG 20 10 11 85, or if not available, through the addition of both CG 20 10, CG 20 26, CG 20 33, or CG 20 38 and CG 20 37).
b. Primary Coverage: For any claims related to this Agreement, the Owner’s insurance shall be primary coverage at least as broad as Insurance Services Office Form CG 20 01 04 13

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Packet Pg. 1102 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “I”, page 12
as respects the City of Santa Monica. Any insurance or self-insurance maintained by the City of Santa Monica shall be in excess of the Owner’s insurance and shall not contribute with it.
c. Notice of Cancellation: Each insurance policy required herein shall state that coverage shall not be cancelled except after notice has been given to the City of Santa Monica. d. Waiver of Subrogation: Owner hereby grants to the City of Santa Monica a waiver of any right of subrogation which any insurer of said Owner may acquire against the City of Santa Monica by virtue of payment of any loss. Owner agrees to obtain any endorsement that may be necessary to effect this waiver of subrogation, but this provision applies regardless of whether or not the City of Santa Monica has received a waiver of subrogation endorsement from the insurer.

The Workers’ Compensation policy shall be endorsed with a waiver of subrogation in favor of the City of Santa Monica for all work performed by the Owner, its employees, agents and subcontractors.

Self-Insured Retentions
Self-insured retentions must be declared to and approved by the City of Santa Monica. The City of Santa Monica may require the Owner to purchase coverage with a lower retention or provide satisfactory proof of ability to pay losses and related investigations, claim administration, and defense expenses within the retention. The policy language shall provide, or be endorsed to provide, that the self-insured retention may be satisfied by either the name insured or the City of Santa Monica.

Acceptability of Insurers
Insurance is to be placed with insurers authorized to conduct business in California with a current A.M. Best rating of no less than A:VII, unless otherwise acceptable to the City of Santa Monica.

Verification of Coverage
Owner shall furnish the City of Santa Monica with certificates and amendatory endorsements (or copies of the applicable policy language effecting coverage provided by this clause). All certificates and endorsements are to be received and approved by the City of Santa Monica before work commences. However, failure to obtain required documents prior to the work beginning shall not waive the Owner’s obligation to provide them. The City of Santa Monica reserves the right to require complete, certified copies of all required insurance policies, including the endorsements required herein, at any time.

Failure to Maintain Insurance Coverage
If Owner, for any reason, fails to maintain insurance coverage which is required pursuant to this Agreement, the same shall be deemed a material breach of contract. The City of Santa Monica may obtain damages from the Owner resulting from said breach.

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Packet Pg. 1103 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “I”, page 13
Subcontractors
Owner shall require and verify that all subcontractors maintain insurance meeting all the requirements stated herein. All exceptions must be approved in writing by the Risk Manager.

Footnotes

1. Workers’ Compensation insurance coverage is not required if the Owner does not have employees.

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Packet Pg. 1104 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “J”, page 1
EXHIBIT “J”

FORM OF ENCROACHMENT PERMIT FOR BLADE SIGN
THIS ENCROACHMENT PERMIT FOR BLADE SIGN ("Agreement") is entered into on __________________ ("Effective Date"), by and between the CITY OF SANTA MONICA ("City") and XYZ NOW LLC, a California limited liability company (“Owner”).

A. Whereas, City is the owner of the public right of way within the boundaries of the City of Santa Monica.

B. Whereas, pursuant to California Government Code Section 65864 et seq. and Chapter 9.60 of the Santa Monica Municipal Code (collectively, the “Development Agreement Statutes”), the City is authorized to enter into binding development agreements with persons or entities having a legal or equitable interest in real property for the development of real property.

C. Whereas, Owner is the owner of approximately 7,483 square feet of land located in the City of Santa Monica, State of California, commonly known as 1355 Third Street Promenade, also known as 301 Santa Monica Boulevard, as more particularly described in Exhibit “A” attached hereto and incorporated herein by this reference (the “Property”).

D. Whereas, the Property is developed with an existing commercial building (the “Existing Building”) that includes approximately 18,439 rentable square feet above-grade.

E. Whereas, the Existing Building is a designated City Landmark (13LM-011) and previously had a blade sign for on-premises identification of Kress retail department store as a tenant.

F. Whereas, pursuant to that certain Development Agreement by and between the City and Owner, dated ______________, and recorded in the Los Angeles County Recorder on __________, as Document Number _______________ (the “Development Agreement”) the City has agreed to allow the Owner to install, operate, maintain, and repair a high-quality LED digital display and associated sign structure (the “Digital Display”) on the Existing Building for displaying paid static or full motion on-premises and/or off-premises advertising, artistic creations, civic announcements of public interest or importance and content promoting the City and/or its rich history, including Downtown Santa Monica and the Third Street Promenade. As shown on the Blade Sign Plans included as Exhibit “B-2” to the Development Agreement, the Development Agreement also approves reconstruction of a previously removed static blade sign that was formerly attached to the Existing Building during a period of historic significance (the “Blade Sign”).

G. Whereas, the designs of the Digital Display and Blade Sign are more particularly depicted on the plans approved by the City pursuant to Building Permit No. _____________.

H. Whereas, on ________________, the City Council held a duly noticed public hearing on the updated Development Application and this Agreement, and at such hearing the City determined the approval of the Development Agreement authorizing the Digital Display and Blade Sign is exempt from the California Environmental Quality Act (“CEQA”) pursuant to a

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Packet Pg. 1105 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “J”, page 2
Class 1 exemption (existing facilities) per CEQA Guidelines Section 15301, a Class 3 exemption (new construction or conversion of small structures) per CEQA Guidelines Section 15303, a Class 11 exemption (accessory structures) per CEQA Guidelines Section 15311, a Class 31 exemption (historical resource restoration/rehabilitation), and a Class 32 categorial exemption (in-fill development) per CEQA Guidelines Section 15332 and introduced for first reading Ordinance No. ______ approving this Agreement.

I. Whereas, on __________________ the City Council adopted Ordinance No. ______ approving the Development Agreement.

J. Whereas, the City’s Public Works Department has determined that the proposed encroachment will maintain adequate line of sight for vehicles, and will not constitute a hazard to public streets, infrastructure or property, private property, and/or persons lawfully using an adjacent sidewalk, alley, street or other right-of-way.

K. Whereas, Owner desires an encroachment permit in the form of this Agreement because the Blade Sign will project beyond the property line (the “Encroachment Area”) as depicted in Exhibit “B”. For the avoidance of doubt, the “Encroachment Area” means only the three-dimensional volume of space beyond the property line that encapsulates the Blade Sign and does not include any space above, below, or otherwise adjacent to that volume.

NOW, THEREFORE, with reference to these Recitals and on the terms and conditions contained in this Agreement, City and Owner agree as follows:

Section 1. Recitals, Development Agreement and Definition. The Recitals to and exhibits referenced therein and in this Agreement are hereby incorporated by reference into the terms and conditions of this Agreement as if fully set forth in this Section 1. This Agreement implements, is subordinate to, and shall be construed consistently with the Development Agreement. The term of this Agreement (the “Term”) is coterminous with the Development Agreement, including any extensions and any tolling thereof, and this Agreement shall not be revoked, modified, or terminated by City except to the extent, and pursuant to the procedures, expressly permitted under the Development Agreement. In the event of any conflict between this Agreement and the Development Agreement, the Development Agreement shall control. “City Property” means the public right-of-way, and any other real property, owned or controlled by the City, including without limitation the Encroachment Area.

Section 2. Authorized Use of the Encroachment Area. Owner is permitted to use the Encroachment Area, as depicted in Exhibit “B”, for the sole purpose of installing, maintaining, monitoring, repairing, replacing in kind (as to the nature, scope, size, and materials) the Blade Sign described in Recital “F”.

Section 3. Owner Quitclaim. Except for any express authorization provided to Owner under Section 2, herein, Owner, for itself, and its successors and assigns does remise, release, and forever quitclaim to City all right, title, and interest Owner has in the Encroachment Area.

Section 4. Release of Claims. Owner, for itself, its successors and assigns, hereby waives, releases, acquits and forever discharges (collectively, the “Release”) City of and from

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Packet Pg. 1106 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “J”, page 3
any claims, actions, causes of action, demands, rights damages, costs, expenses, penalties, fines or compensation, whatsoever, whether direct or indirect (collectively, the “Claims”), which Owner may have or thereafter acquire on account of or in any way arising from or in connection with the condition of the Encroachment Area and/or authorization granted to Owner to use the Encroachment Area under Section 2 of the Agreement; provided, however, that the Release and the waiver below do not extend to, and Owner does not release, any Claims arising from the sole active negligence or willful misconduct of City or any Indemnitee (as defined in Section 15 below) or any breach by City of the Development Agreement or this Agreement (collectively, “Released Matters”). Owner hereby acknowledges and expressly agrees that the Release extends to all unknown, unsuspected or unanticipated claims or damages, as well as those disclosed, with respect to the Released Matters. In connection with the general release set forth in this Section, Owner specifically waives the provisions of California Civil Code section 1542, which provides as follows:
“A general release does not extend to claims which the creditor does not know or suspect to existing in his or her favor at the time of executing the release, which if known by him or her must have materially affected his or her settlement with the debtor.” _____________________________________________
Authorized Signatory
Name
Section 5. Fees. In consideration for the authorization to use the Encroachment Area for the purposes stated herein, Owner shall pay to City a one-time cost recovery administrative fee in the amount of ZERO DOLLARS to cover the City’s administrative costs to administer this Agreement plus the lump sum amount of ZERO DOLLARS. The foregoing amounts shall be collectively referenced herein as “Fees”. The Fees shall be paid to City in lawful money of the United States as a condition to the effectiveness of this Agreement. Payment of the Fees shall be in the form of a wire transfer or cashier’s check, payable to the City of Santa Monica.

Section 6. Non-Conforming Status. Notwithstanding the termination of the Development Agreement and the removal of the Digital Display, the Blade Sign may remain in place as a non-conforming sign, subject to the City’s non-conforming ordinance (SMMC Section

9.61.240(B)) in effect at the time of termination, and shall remain subject to the terms and conditions of this Encroachment Agreement. Nothing in this Encroachment Agreement precludes Owner from pursuing alternate City approvals to install the Blade Sign independent of the Development Agreement.

Section 7. Repairs. Subject to any and all applicable regulatory permitting requirements and the Development Agreement, Owner may make repairs and in-kind replacements (as to the nature, scope, size, and materials) of the Blade Sign, due to wear and tear and/or casualty.

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Section 8. No Additional Improvements. Nothing in this Agreement grants Owner the right to construct or maintain, either permanently or temporarily, any improvements on City Property except as expressly provided for herein or in the Development Agreement, or except as allowed by the City through other City-issued permits (e.g. through the issuance of a Use of Public Property Permit during construction).

Section 9. No Prescriptive Rights. Owner expressly agrees that the continued use of the Encroachment Area or any land extending onto City Property shall not give rise to any claim of prescriptive rights or any other right, title or interest against the City.

Section 10. Notice. Any notice required by this Agreement shall be deemed given if deposited in the U.S. mail, registered or certified mail, return receipt requested, and addressed to If to City: City of Santa Monica
Engineering Division
1685 Main Street, Mail Stop 15
Santa Monica, CA 90401
Attention: City Engineer
If to Owner: XYZ NOW LLC
2800 Olympic Blvd, Floor 1
Santa Monica, CA 90404
United El Segundo, Inc.

Attn: Jeff Appel; Legal
9815 National Blvd.

Los Angeles, CA 90034
With a copy to:

Grant Carpenter
2800 Olympic Blvd, Floor 1
Santa Monica, CA 90404
Section 11. Compliance with Laws. Owner shall, at Owner’s sole cost and risk, undertake to comply promptly with all applicable laws ("Laws"), and with the applicable requirements of any governmental authority having jurisdiction over the Encroachment Area and/or the Blade Sign. Without limiting the generality of the foregoing, to the extent required to comply with Laws, Owner shall be required to obtain a Use of Public Property Permit for any access to the Blade Sign requiring use of City Property beyond the Encroachment Area. Any permit required under this Section that constitutes a Technical City Permit or Ministerial Approval (each as defined in the Development Agreement) shall be accepted, diligently processed, and issued by City in accordance with Article 7 of the Development Agreement, and any associated fees shall not exceed those permitted under Sections 4.1 and 5.2 of the Development Agreement.

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Section 12. Default. The failure of Owner to meet any monetary terms or conditions as provided herein within the time specified or the breach of any of the non-monetary terms or conditions contained herein shall constitute a default of this Agreement. Subject to any rights of Owner under the Development Agreement, City shall have the right to terminate this Agreement upon giving to Owner a 30-day written notice to correct such default and such default not having been cured within the foregoing 30-day period; provided, however, in the event of a non-monetary default, no default shall be deemed to have occurred if such cure would reasonably take longer than thirty (30) days to cure, and Owner has, within such 30-day period, commenced such cure and is diligently prosecuting it to completion up to a maximum cure period of ninety (90) days. Upon termination, Owner shall promptly remove the Blade Sign and personal property from the Encroachment Area and restore the Encroachment Area in accordance with Section 19, herein. Notwithstanding the foregoing, (a) any cure period under this Section shall run concurrently with, and shall be no shorter than, the corresponding cure period under the Development Agreement; (b) City shall deliver to any Secured Lender (as defined in the Development Agreement) that has delivered a Request for Notice copies of any notice of default hereunder and afford such Secured Lender the notice and cure rights provided under Article 12 of the Development Agreement; (c) City shall have no right to terminate this Agreement on account of any default that is being cured, or that remains within an applicable cure period, under the Development Agreement; and (d) neither party shall be liable in damages on account of any default except as permitted under the Development Agreement.

Section 13. Right of Inspection. City at all times shall have a right to enter upon or within the Encroachment Area for the purpose of making any reasonable inspection to determine whether the terms and conditions of this Agreement are being fulfilled by Owner.

Section 14. Risk of Damage or Injury or Death. Owner hereby assumes all risk of damage to property, or injury or death of persons, relating to any rights granted to Owner under this Agreement, the maintenance and use of the Encroachment Area, or the maintenance and use of the Blade Sign; provided that Owner does not assume, and this Section does not apply to, damage, injury, or death caused by the sole active negligence or willful misconduct of City or any Indemnitee.

Section 15. Indemnity. Owner shall indemnify, defend and hold harmless (collectively, "Indemnify") City and its representatives, boards, commissions, officers, employees, contractors, and agents (collectively, "Indemnitees" and each an "Indemnitee"), from all claims, demands, liability, loss, damage and costs (collectively, "Indemnified Claims") resulting from (a) the exercise of any rights granted to Owner under this Agreement, (b) Owner’s or their contractors’ use of the Encroachment Area and/or the installation, use, maintenance and removal of the Blade Sign; (c) any act, omission, or negligence of for any act or omission of Owner and/or their officers, board members, agents, employees, volunteers, contractors, subcontractors or other persons acting on its behalf, including Owner’s tenants (collectively referred to as the “Owner Parties”); (d) any accident, injury, or damage whatsoever occurring in or at the Encroachment Area or on City Property; (e) any breach or default by Owner in the full and prompt payment of any amount due City under this Agreement, and for any breach, violation, or nonperformance of any term, condition, covenant, or other obligation of Owner under this Agreement or any representation made by Owner; provided, however, that the obligation to

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Indemnify shall not apply to any Indemnified Claims arising from the sole active negligence or willful misconduct of any of the Indemnitees or any content provided by City for display on the Digital Display (collectively, "Excluded Claims"). In the event City is made a party to any litigation commenced by or against any of the Owner Parties (other than to the extent based on Excluded Claims), then Owner shall pay all costs, expenses, and reasonable attorney fees incurred or paid by City in connection with such litigation.

Section 16. Insurance. Owner shall, at Owner’s expense, obtain and provide insurance on or before the commencement date of the Term, and shall maintain in full force and effect at all times during the Term, the insurance coverages set forth in Exhibit "C". Insurance maintained by the Owner that names City (and the other Indemnitees) as additional insureds and otherwise satisfies Exhibit "C" shall satisfy Owner’s obligations under this Section.

Section 17. Prevailing Party Attorney's Fees. In the event any of the parties to this Agreement is required to bring any action at law or equity to collect the payment of any consideration due hereunder or to enforce any of the terms or conditions of this Agreement, the prevailing party shall be reimbursed by the non-prevailing party for such costs as may be incurred in the bringing of such action, including reasonable attorneys' fees.

Section 18. Termination.
(a) Termination by Owner. Subject to any rights of City under the Development Agreement, this Agreement may be terminated at any time by Owner by the removal of the Blade Sign and personal property from the Encroachment Area and giving written notice to City.

Notwithstanding anything to the contrary in this provision, in the event of any conflict between this provision and the Development Agreement, the Development Agreement shall control. (b) Termination by City. Subject to any rights of Owner under the Development Agreement, this Agreement may be terminated by City only upon not less than twelve (12) months prior written notice of City’s intent to install and/or construct public improvements, including, without limitation, street improvements, within the Encroachment Area such that the removal or relocation of the Blade Sign is reasonably necessary for the installation or construction of such public improvements; provided that City shall first use commercially reasonable efforts to design and locate such public improvements so as to avoid the need to remove the Blade Sign. For any such relocation, (i) City shall reasonably cooperate with Owner, consistent with Section 15.15 of the Development Agreement, in obtaining any California Coastal Commission approval required, and (ii) City’s termination right under this provision shall be subject to the limitations on City termination set forth in Sections 3.6 and 3.7 of the Development Agreement. Owner shall have twelve (12) months from the date of the notice to remove or relocate the Blade Sign and personal property from the Encroachment Area in accordance with Section 19, herein. Notwithstanding anything to the contrary in this provision, in the event of any conflict between this provision and the Development Agreement, the Development Agreement shall control.

Section 19. Restoration. Upon termination of this Agreement for any reason, Owner shall promptly remove the Blade Sign and personal property from the Encroachment Area, and restore the Encroachment Area, and any City Property disturbed by installation, use and

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occupancy of the Encroachment Area, to match the adjacent City Property ("Restoration"), in accordance with plans and specifications approved by the Public Works Department. If Restoration is not achieved by Owner within thirty (30) days following termination of this Agreement, then City shall have the right, without further notice, to complete Restoration, and collect all of the City's costs of Restoration, including without limitation, any costs to store and/or dispose of such Blade Sign and personal property (collectively, "Restoration Costs"). All Restoration Costs shall be promptly paid by Owner upon tender of a bill by City together with reasonable supporting documentation. The Restoration and/or payment of Restoration Costs shall not operate to release Owner from any obligation under this Agreement. Notwithstanding the foregoing, Owner shall have no obligation to remove the Blade Sign and restore the Encroachment Area unless: (i) City requires removal of the Blade Sign due to City’s intent to install and/or construct public improvements, including, without limitation, street improvements, within the Blade Sign Encroachment Area pursuant to Section 18(b) or (ii) at the expiration of the Term, Owner refuses to execute a new or amended/extended encroachment agreement for the Encroachment Area on substantially the same terms herein.

Section 20. Binding Effect; Covenants Running with the Land. The benefits and burdens of this Agreement shall run with the Property and the Encroachment Area and shall bind and inure to the benefit of the parties and their respective successors and assigns, including any Property Transferee that assumes the Development Agreement in accordance with Article 13 thereof. The rights granted to Owner hereunder shall transfer with the Property without separate City consent.

Section 21. Secured Lenders. Each Secured Lender (as defined in the Development Agreement) shall be entitled, with respect to this Agreement, to the notice, cure, and other protections set forth in Article 12 of the Development Agreement, and this Agreement shall not be terminated as against any Secured Lender except in accordance with that Article 12.

Section 22. Recordation. Upon Owner’s request, the parties shall execute, acknowledge, and record a memorandum of this Agreement against the Property in the Official Records of Los Angeles County.

Section 23. Counterpart Execution. This Agreement may be executed in counterparts with the same effect as if both parties hereto had executed the same document. All counterparts shall be construed together and shall constitute a single modification. Any signature to this Agreement transmitted electronically through DocuSign or PDF shall be deemed an original signature and be binding upon the parties hereto (it being agreed that such electronic signature shall have the same force and effect as an original signature).

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IN WITNESS WHEREOF, City and Owner have each caused this Agreement to be executed as of the date and year first written above.

CITY OF SANTA MONICA,
a municipal corporation
ATTEST: By: __________________________________
Oliver Chi
City Manager
Denise Anderson-Warren
Interim City Clerk

APPROVED AS TO FORM
Heidi von Tongeln
City Attorney
OWNER

XYZ NOW LLC,
a California limited liability company
By:_________________________________
Name: ________________________
Title: _________________________

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Packet Pg. 1112 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “J”, page
9 EXHIBIT “A”
Legal Description of Property
APN: 4291-012-010

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Packet Pg. 1113 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “J”, page 10
EXHIBIT "B”
Encroachment Area
[To be added.]

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Packet Pg. 1114 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “J”, page 11
EXHIBIT “C”
Insurance Requirements and Verifications
Owner shall procure and maintain for the duration of the Agreement insurance against claims for injuries to persons or damages to property that may arise from or in connection with the performance of the work hereunder by the Owner, its agents, representatives, employees or subcontractors.

Minimum Scope and Limits of Insurance
Coverage shall be at least as broad as:

1. Commercial General Liability (CGL): Insurance Services Office Form CG 00 01 covering CGL on an “occurrence” basis, including products and completed operations, property damage, bodily injury and personal and advertising injury, with limits of no less than $1,000,000 per occurrence. If a general aggregate limit applies, either the general aggregate limit shall apply separately to this project/location (Insurance Services Office Form CG 25 04) or the general aggregate limit shall be twice the required occurrence limit.

2. Automobile Liability: Insurance Services Office Form CA 00 01 covering Code 1 (any auto), or if Owner has no owned autos, Code 8 (hired) and Code 9 (non-owned), with limits of no less than $1,000,000 per accident for bodily injury and property damage.

3. Workers’ Compensation: Workers’ Compensation insurance as required by the State of California, with Statutory Limits and Employers’ Liability Insurance with limits of no less than $1,000,000 per accident for bodily injury or disease (see footnote #1).

If the Owner maintains broader coverage or higher limits than the minimums shown above, the City of Santa Monica requires and shall be entitled to the broader coverage or higher limits maintained by the Owner. Any available insurance proceeds in excess of the specified minimum limits of insurance and coverage shall be available to the City of Santa Monica.

Other Insurance Provisions

1. The insurance policies are to contain, or be endorsed to contain, the following provisions:
e. Additional Insured Status: The City of Santa Monica is to be covered as an additional insureds on the CGL policy with respect to liability arising out of work or operations performed by or on behalf of Owner including materials, parts, or equipment furnished in connection with such work or operations. CGL coverage can be provided in the form of an endorsement to the Owner’s insurance (at least as broad as Insurance Services Office Form CG 20 10 11 85, or if not available, through the addition of both CG 20 10, CG 20 26, CG 20 33, or CG 20 38 and CG 20 37).
f. Primary Coverage: For any claims related to this Agreement, the Owner’s insurance shall be primary coverage at least as broad as Insurance Services Office Form CG 20 01 04 13

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Packet Pg. 1115 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade Exhibit “J”, page 12
as respects the City of Santa Monica. Any insurance or self-insurance maintained by the City of Santa Monica shall be in excess of the Owner’s insurance and shall not contribute with it.
g. Notice of Cancellation: Each insurance policy required herein shall state that coverage shall not be cancelled except after notice has been given to the City of Santa Monica. h. Waiver of Subrogation: Owner hereby grants to the City of Santa Monica a waiver of any right of subrogation which any insurer of said Owner may acquire against the City of Santa Monica by virtue of payment of any loss. Owner agrees to obtain any endorsement that may be necessary to effect this waiver of subrogation, but this provision applies regardless of whether or not the City of Santa Monica has received a waiver of subrogation endorsement from the insurer.

The Workers’ Compensation policy shall be endorsed with a waiver of subrogation in favor of the City of Santa Monica for all work performed by the Owner, its employees, agents and subcontractors.

Self-Insured Retentions
Self-insured retentions must be declared to and approved by the City of Santa Monica. The City of Santa Monica may require the Owner to purchase coverage with a lower retention or provide satisfactory proof of ability to pay losses and related investigations, claim administration, and defense expenses within the retention. The policy language shall provide, or be endorsed to provide, that the self-insured retention may be satisfied by either the named insured or the City of Santa Monica.

Acceptability of Insurers
Insurance is to be placed with insurers authorized to conduct business in California with a current A.M. Best rating of no less than A:VII, unless otherwise acceptable to the City of Santa Monica.

Verification of Coverage
Owner shall furnish the City of Santa Monica with certificates and amendatory endorsements (or copies of the applicable policy language effecting coverage provided by this clause). All certificates and endorsements are to be received and approved by the City of Santa Monica before work commences. However, failure to obtain required documents prior to the work beginning shall not waive the Owner’s obligation to provide them. The City of Santa Monica reserves the right to require complete, certified copies of all required insurance policies, including the endorsements required herein, at any time.

Failure to Maintain Insurance Coverage
If Owner, for any reason, fails to maintain insurance coverage which is required pursuant to this Agreement, the same shall be deemed a material breach of contract. The City of Santa Monica may obtain damages from the Owner resulting from said breach.

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Subcontractors
Owner shall require and verify that all subcontractors maintain insurance meeting all the requirements stated herein. All exceptions must be approved in writing by the Risk Manager.

Footnotes

1. Workers’ Compensation insurance coverage is not required if the Owner does not have employees.

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Packet Pg. 1117 Attachment: A. 1355 3rd DA 2026.10.20 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Promenade 1'-0"
25'-1"
0'-4" 1'-0"
24'-10"
0'-4"
18'-3"
18'-3"
WEST ELEVATION: 3RD STREET PROMENADE SOUTH ELEVATION: SANTA MONICA BOULEVARD

PROPERTY LINEPROPERTY LINE

CURVED DIGITAL DISPLAY,
54’-9”W X 18’3”H (1,000 SF)
OWNER IDENTIFICATION, 5” HIGH

INTERNALLY ILLUMINATED LETTERS

STANDARD MEDIA OPERATOR IDENTIFICATION
SIGNAGE, 7”H INTERNALLY ILLUMINATED

LETTERS

EXISTING BUILDING

PROPERTY LINE
0’ 8’ 16’ 32’

ELEVATIONS
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED October 19, 2026

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Packet Pg. 1118 Attachment: B. Digital Display Exhibit B-1_2026.10.19 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street 8'-0"
8' MAX
22'-11"
16'-8"
13'-3"
0’ 8’ 16’ 32’

CURVED DIGITAL DISPLAY,
54’-9”W X 18’3”H (1,000 SF)

EXISTING BUILDING

PROPERTY LINE
N

PLOT PLAN
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED

OUTRIGGERS PENETRATE MASONRY

WALL TO CONNECT TO VERTICAL

STRONGBACKS BEHIND THE
MASONRY WALL. WHERE

PENETRATIONS OCCUR, FULL FACE

BRICKS SHALL BE SALVAGED,

CRATED, AND STORED ONSITE FOR
FUTURE REINSTALLATION.

October 19, 2026

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Packet Pg. 1119 Attachment: B. Digital Display Exhibit B-1_2026.10.19 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street

DIGITAL DISPLAY AND RECONSTRUCTED BLADE SIGN

EASTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
October 19, 2026

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Packet Pg. 1120 Attachment: B. Digital Display Exhibit B-1_2026.10.19 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street

DIGITAL DISPLAY AND RECONSTRUCTED BLADE SIGN

WESTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
October 19, 2026

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Packet Pg. 1121 Attachment: B. Digital Display Exhibit B-1_2026.10.19 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street

VIEWSHED
Corner street trees replacement
required for viewshed
Tree A
Tree B3RD ST PROMENADE

SANTA MONICA BLVD
SITE
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED October 19, 2026

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Packet Pg. 1122 Attachment: B. Digital Display Exhibit B-1_2026.10.19 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street 3'-0"
2-SIDED BLADE SIGN LOCATION N 0’ 8’ 16’ 32’

PLOT PLAN

PROPOSED DIGITAL DISPLAY
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
October 19, 2026

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Packet Pg. 1123 Attachment: C. Blade Sign Exhibit B-2_2026.10.19 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street 3'-0"
19'-4"

BUILDING FACE
3'-2"
19'-4"

SIGN SPECIFICATIONS

BLADE SIGN ELEVATION
(West face shown, east face similar)

LETTER DETAIL
Sign connects back to building with 2-3 HSS square
tube outriggers. Outriggers penetrate masonry wall to
connect to vertical strongbacks behind the masonry
wall. Where penetrations occur, full face bricks shall be salvaged, crated, and stored onsite for future reinstallation.

Contractor shall core drill through common brick behind, Gaps between full bricks and outriggers will be infilled with patching mortar to match adjacent brick.

Painted metal sign panel, color to complement
tenant branding. Maximum sign cabinet depth
12”. Final fabrication to be developed with sign
fabricator and structural engineer.

Metal channel letter, painted to reflect
tenant branding
LED bulbs along return
Individual LED bulbs
Illuminated open channel letters
Minimum 2” clear between edge of sign and building face © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
October 19, 2026

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Packet Pg. 1124 Attachment: C. Blade Sign Exhibit B-2_2026.10.19 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street

MOUNTED HEIGHTS
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
October 19, 2026

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Packet Pg. 1125 Attachment: C. Blade Sign Exhibit B-2_2026.10.19 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street

HISTORICAL RESOURCE ASSESSMENT REPORT
1355 3RD STREET PROMENADE, SANTA MONICA
SEPTEMBER 2026
556 S Fair Oaks Avenue, Suite 101-514
Pasadena, CA 91105

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Packet Pg. 1126 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street prepared for
City of Santa Monica
City Planning Division
1685 Main Street
Santa Monica, CA 90401
Cover Photo: 3rd Street and Santa Monica Boulevard, 1928 (Santa Monica Historical Society Museum)

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Packet Pg. 1127 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street

TABLE OF CONTENTS

1.0 EXECUTIVE SUMMARY .......................................................................................................... 2

2.0 PROJECT SUMMARY .............................................................................................................. 4 PROJECT LOCATION .................................................................................................................................................. 4 PROJECT DESCRIPTION ............................................................................................................................................ 4

3.0 REGULATORY FRAMEWORK ................................................................................................ 7 HISTORICAL RESOURCES UNDER CEQA ......................................................................................................... 7 HISTORIC DESIGNATIONS ....................................................................................................................................... 7 Landmark and Historic District Ordinance of the City of Santa Monica ..................................................... 7

4.0 IDENTIFICATION OF HISTORICAL RESOURCES ................................................................. 9

5.0 DESCRIPTION OF HISTORICAL RESOURCES ..................................................................... 10 PHYSICAL DESCRIPTION ....................................................................................................................................... 10 ALTERATIONS ............................................................................................................................................................. 10 CHARACTER-DEFINING FEATURES ................................................................................................................. 10

6.0 ANALYSIS OF POTENTIAL IMPACTS ................................................................................. 12 FRAMEWORK FOR ANALYSIS ............................................................................................................................ 12 Significance Threshold ................................................................................................................................................ 12 The Secretary of the Interior’s Standards for Rehabilitation ........................................................................ 12 Downtown Digital Display District Ordinance ................................................................................................... 13 ANALYSIS OF POTENTIAL IMPACTS ............................................................................................................... 14 Downtown Digital Display District Ordinance Compliance .......................................................................... 14 CEQA Analysis ............................................................................................................................................................... 14

7.0 CONCLUSION ......................................................................................................................... 17

8.0 REFERENCES ......................................................................................................................... 18 APPENDIX A ................................................................................................................................ 19 APPENDIX B ................................................................................................................................. 20

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Packet Pg. 1128 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 2

1.0 EXECUTIVE SUMMARY
United XYZ LLC (the Applicant) proposes adding a digital display screen and metal blade sign (the Project) to the Junipher Building, a commercial building located at 1355 3rd Street Promenade/301 Santa Monica Boulevard in the City of Santa Monica (the Project Site). The Junipher Building, originally constructed in 1912 and expanded in 1922 and 1925, was designated a Santa Monica Landmark in 2014 and is therefore considered a “historical resource” as defined by the California Environmental Quality Act (CEQA)1 for the purpose of this report. The purpose of this report is to identify potential impacts to historical resources as defined by CEQA that may be caused by the Project.

Because the Junipher Building is a designated City Landmark, the Downtown Digital Display District Ordinance (Santa Monica Municipal Code Section 9.61.205) requires the City Manager to certify, after non-binding consultation with the Landmarks Commission at a duly noticed public hearing, that:
i. The digital display is installed in a manner that is reversible as defined by the Secretary of the Interior’s Standards for the Treatment of Historic Properties; ii. The digital display will not materially alter the existing building such that its significance would be materially impaired; and
iii. All physical characteristics that convey the existing building’s significance will remain intact behind the digital display screen, as determined by a qualified historic preservation professional.2
Therefore, this report evaluates the Project against Standard 10 of the Secretary of the Interior’s Standards for Rehabilitation to identify potential impacts to 1355 3rd Street Promenade. The evaluation includes a review of existing documentation on the property; observation of the site; and review of architectural drawings of the proposed alterations. Research, review, and analysis were performed by John LoCascio, AIA, Principal Architect, a qualified professional who meets the Secretary of the Interior’s Professional Qualifications Standards in Architecture and Historic Architecture. A resume is provided in Appendix B.

This report has determined that the proposed digital display will be installed in a manner that is reversible; will not materially alter the Junipher Building such that its significance would be materially impaired; and all physical characteristics that convey the Junipher Building’s significance will remain intact. The digital display will partially obscure some features at the southwest corner of the building at the third and fourth floors; however, the partially obscured features will remain intact behind the digital display screen, and the rest of the building’s character-defining features, which constitute the majority of its exterior historic fabric, will remain fully visible.

The metal blade sign is compatible in size, scale, proportion, and design with the Junipher Building; is located at the building’s southeast corner so will not damage or obscure character-1 California PRC, Section 21084.1. 2 City of Santa Monica Code of Ordinances, Section

9.61.205(H)(7)(b).

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Packet Pg. 1129 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 3 defining features and materials; and is consistent with historic signage utilized at the Junipher Building during the period of significance, including previous blade signs.

Therefore, the Project complies with the Downtown Digital Display District Ordinance. It will not cause a substantial adverse change in the significance of 1355 3rd Street Promenade and will not have a significant effect on the environment as defined by CEQA.

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Packet Pg. 1130 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 4

2.0 PROJECT SUMMARY
Project Location
The Project Site (AIN 4291-012-010) is located at the northeast corner of the intersection of 3rd Street Promenade and Santa Monica Boulevard in the City of Santa Monica. It is bounded by an adjacent commercial property to the north, a service alley (3rd Court) to the east, Santa Monica Boulevard to the south, and 3rd Street Promenade to the west. A location map is included in Figure 1, below.

FIGURE 1: LOCATION MAP
Project Site outlined in red
Project Description
The Project consists of a new digital display screen and metal blade sign. The 1,000-square-foot LED digital display screen will wrap the southwest corner of the Junipher Building at the third and fourth stories. The overall dimensions are approximately 55 feet wide by 19 feet high with a maximum 8-foot projection into the Santa Monica Boulevard right-of-way. The display screen has a minimalist design with a Champagne bronze finish. The screen will be mounted to the building at approximately 12 locations through the exterior wall; the historic glazed face brick at each attachment location will be carefully removed intact only to the extent necessary to accommodate the attachment, without damaging adjacent face brick. The removed face bricks will be stored for reinstallation should the screen be removed in the future.

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Packet Pg. 1131 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 5 The blade sign will be mounted at the east edge of the south façade. It will be 3 feet wide by 19 feet 4 inches high, mounted with its bottom 25 feet above the adjacent sidewalk. The blade sign will be of painted metal with illuminated open channel letters. Renderings of the proposed digital display are provided in Figures 2 and 3; a rendering of the proposed blade sign is provided in Figure 4.

FIGURE 2: PROJECT RENDERING
View northeast from Santa Monica Boulevard. Orange Barrel Media

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Packet Pg. 1132 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 6 FIGURE 3: PROJECT RENDERING
View northwest from Santa Monica Boulevard. Orange Barrel Media FIGURE 4: BLADE SIGN RENDERING
View northeast on Santa Monica
Boulevard. Orange Barrel Media

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Packet Pg. 1133 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 7

3.0 REGULATORY FRAMEWORK
Historical Resources Under CEQA
The California Environmental Quality Act (“CEQA”) is the principal statute governing environmental review of projects occurring in the state and is codified in Public Resources Code (PRC) Section 21000 et seq. CEQA requires lead agencies to determine if a proposed project would have a significant effect on the environment, including significant effects on historical or unique archaeological resources. Under CEQA Section 21084.1, a project that may cause a substantial adverse change in the significance of a historical resource is a project that may have a significant effect on the environment.

CEQA Guidelines Section 15064.5 recognizes that historical resources include: (1) resources listed in, or determined to be eligible by the State Historical Resources Commission, for listing in the California Register of Historical Resources; (2) resources included in a local register of historical resources, as defined in PRC Section 5020.1(k) or identified as significant in a historical resource survey meeting the requirements of PRC Section 5024.1(g); and (3) any objects, buildings, structures, sites, areas, places, records, or manuscripts which a lead agency determines to be historically significant or significant in the architectural, engineering, scientific, economic, agricultural, educational, social, political, military, or cultural annals of California by the lead agency, provided the lead agency’s determination is supported by substantial evidence in light of the whole record.

Historic Designations
Historical and cultural resources fall within the jurisdiction of several levels of government. The framework for the identification and, in certain instances, protection of cultural resources is established at the federal level, while the identification, documentation, and protection of such resources are often undertaken by state and local governments. As described below, the principal federal, State, and local laws governing and influencing the preservation of historical resources of national, State, regional, and local significance include:
 The National Historic Preservation Act of 1966, as amended;  The Secretary of the Interior’s Standards for the Treatment of Historic Properties (Secretary’s Standards);
 The California Environmental Quality Act (CEQA);
 The California Register of Historical Resources (California Register);  The California Public Resources Code;
 The Landmark and Historic District Ordinance of the City of Santa Monica (Code of Ordinances Chapter 9.56, added by Ord. No. 2486CCS§§ 1, 2, adopted June 23, 2015).

LANDMARK AND HISTORIC DISTRICT ORDINANCE OF THE CITY OF SANTA MONICA The Landmark and Historic District Ordinance was adopted to establish procedures and provide regulations to protect elements of the City’s cultural, social, economic, political and architectural history; safeguard the City’s historic, aesthetic, and cultural heritage; foster civic pride; protect and enhance the City’s aesthetic and historic attractions as a stimulus to business

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Packet Pg. 1134 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 8 and industry; and promote the use of Landmarks, Structures of Merit and Historic Districts for the education, pleasure and welfare of the City’s residents.

The Ordinance established a Landmarks Commission with the power to, among others, designate Structures of Merit, Landmarks and Landmark Parcels (9.56.060.A); and regulate and control the alteration, restoration, construction, removal, relocation or demolition of or to the same, or to a building or structure within a Historic District (9.56.060.C). The Landmarks Commission may approve the landmark designation of a structure, improvement, natural feature or an object if it finds that it meets one or more of the following criteria:

1. It exemplifies, symbolizes, or manifests elements of the cultural, social, economic, political or architectural history of the City.

2. It has aesthetic or artistic interest or value, or other noteworthy interest or value.

3. It is identified with historic personages or with important events in local, state or national history.

4. It embodies distinguishing architectural characteristics valuable to a study of a period, style, method of construction, or the use of indigenous materials or craftsmanship, or is a unique or rare example of an architectural design, detail or historical type valuable to such a study.

5. It is a significant or a representative example of the work or product of a notable builder, designer or architect.

6. It has a unique location, a singular physical characteristic, or is an established and familiar visual feature of a neighborhood, community or the City.

The Ordinance requires a certificate of appropriateness for any proposed alteration, restoration, construction, removal, relocation, or demolition of or to a Landmark (9.56.140) and requires the Landmarks Commission to use the Secretary of the Interior’s Standards for the Treatment of Historic Properties to evaluate any such proposed alteration, restoration, or construction (9.56.140.G).

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4.0 IDENTIFICATION OF HISTORICAL RESOURCES
The Project Site is occupied by the Junipher Building, a four-story commercial building originally constructed in 1912 and expanded in 1922 and 1925. The property was designated a Santa Monica Landmark in 2014. It is significant under Criterion 1 as a visible manifestation of the evolving transition of the Central Business District from a residential to a thriving commercial center, and as a rare and relatively intact example of a well-executed classically inspired Beaux Arts building; under Criterion 2 for its decorative detailing and the originality of its classic elements; under Criterion 3 for its association with physician and real estate investor John S. Hunt, a community activist and one of the leaders of the early commercial development of the City; under Criterion 4 as a classically inspired Beaux Arts building type constructed early in the 20th century; under Criterion 5 as the work of master architect Albert C. Marin, who designed the expansions in 1922 and 1925; and under Criterion 6 for its location on the prominent corner of Santa Monica Boulevard and 3rd Street Promenade and its design, cladding, and distinctive decorative features.3 View west on Santa Monica Boulevard, 1936 (Dick Whittington Photography Collection, USC Digital Library) 3 City of Santa Monica, “Findings and Determination of the Landmarks Commission of the City of Santa Monica in the Matter of the Designation of a Landmark, Designation of a Commercial Building Located at 301 Santa Monica Boulevard (Junipher Building) as a City Landmark, 13LM-011,” October 13, 2014, 1-2.

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Packet Pg. 1136 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 10

5.0 DESCRIPTION OF HISTORICAL RESOURCES
Physical Description
The Junipher Building at 1355 3rd Street Promenade occupies the entire parcel, with zero setback on all sides. It is a four-story building of steel frame construction and brick perimeter walls with a rectangular plan, simple massing, and symmetrical composition. It has a flat roof with parapets. The exterior walls on the two primary (west and south) façades are veneered in glazed face brick and architectural terracotta trim. The façades are articulated horizontally in the Classical manner, with a base, middle or “shaft,” and top or “capital;” and vertically into bays with simple piers at the ground floor and stylized pilasters above. The ground floor, which forms the base, has wide glazed storefronts between the piers and is topped with a continuous frieze and denticulated cornice. The bays of the second, third, and fourth floors have stacked rectangular double-hung metal sash windows in groupings of two, three, or four with mullions and spandrel panels veneered in glazed face brick. The top of the building is formed by a paneled frieze with circular vents that runs between the pilaster capitals, which are decorated with stylized swags and support an ornate terracotta architrave along the base of the parapet.

Alterations
The Junipher Building has undergone substantial alteration since its initial construction in 1912; the original three-story building was expanded with an addition to the east in 1922, then with the addition of a fourth floor in 1925. Both additions were designed by master architect Albert C. Martin and maintained the original Beaux Arts design, and are significant and character-defining. All storefronts and windows have been replaced, and canvas awnings have been added over the storefronts.

Character-defining Features
Every historic building is unique, with its own identity and its own distinctive character.

Character-defining features are those visual aspects and physical elements and materials, constructed or deposited during the property’s period of significance, that give the building its historic character and contribute to its historic integrity. Character-defining features should be considered in the planning and design of a project so that they are preserved to the maximum extent possible.

In general, retaining character-defining features retains the integrity of the historic property and thus maintains the property’s eligibility as an historical resource. Removal or alteration of a single feature does not necessarily impact the eligibility of an historical resource; significant impacts on an historical resource result from major change or from the cumulative effect of many incremental changes.

Character-defining features of the Junipher Building, as identified in the 2014 Designation, include:
 The building’s mass, scale, height, and footprint;

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Packet Pg. 1137 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 11  The building’s base-shaft-capital composition;
 Symmetrical composition of west and south elevations;  Verticality of bays and pilasters;
 White glazed brick surface;
 Terra cotta stringcourse at top of storefronts and below parapet;  Fenestration pattern: double-hung window type, size, and shape (excluding aluminum window frames and glazing);
 Flat roof surface (behind perimeter parapet, not extending above the parapet, and exclusive of rooftop mechanical equipment);
 Decorative brick and terra cotta cornice line;
 Catenary hooks;
 Pilasters with stylized terra cotta garland at capital;  Decorative terra cotta;
 Ghosted signage on the north elevation; and
 Exposed red brick exterior on the north elevation.4
4 City of Santa Monica, 2-3.

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6.0 ANALYSIS OF POTENTIAL IMPACTS
Framework for Analysis

SIGNIFICANCE THRESHOLD
A significant effect under CEQA would occur if a project results in a substantial adverse change in the significance of a historical resource as defined in CEQA Guidelines Section 15064.5(a).

Substantial adverse change is defined as “physical demolition, destruction, relocation, or alteration of the resource or its immediate surroundings such that the significance of a historical resource would be materially impaired.”5 According to CEQA Guidelines Section 15064.5(b)(2), the significance of a historical resource is materially impaired when a project demolishes or materially alters in an adverse manner those physical characteristics that:

A. Convey its historical significance and that justify its inclusion in, or eligibility for, inclusion in the California Register; or
B. Account for its inclusion in a local register of historical resources pursuant to PRC Section 5020.1(k) or its identification in a historical resources survey meeting the requirements of PRC Section 5024.1(g) Code, unless the public agency reviewing the effects of the project establishes by a preponderance of evidence that the resource is not historically or culturally significant; or
C. Convey its historical significance and that justify its eligibility for inclusion in the California Register as determined by a Lead Agency for purposes of CEQA.

THE SECRETARY OF THE INTERIOR’S STANDARDS FOR REHABILITATION The relationship of the Secretary of the Interior’s Standards to the CEQA process are discussed under CEQA Guidelines Section 15064.5(b)(3):

Generally, a project that follows the Secretary of the Interior’s Standards for the Treatment of Historic Properties with Guidelines for Preserving, Rehabilitating, Restoring, and Reconstructing Historic Buildings or the Secretary of the Interior’s Standards for Rehabilitation and Guidelines for Rehabilitating Historic Buildings” (1995), Weeks and Grimmer, shall be considered as mitigated to a level of less than a significant impact on the historical resource.

The Secretary of the Interior’s Standards for the Treatment of Historic Properties (“the Standards”) provide guidance for reviewing proposed projects that may affect historic resources. The Standards and associated guidelines address four distinct historic “treatments,” including: (1) preservation; (2) rehabilitation; (3) restoration; and (4) reconstruction. The specific Standards and guidelines associated with each of these possible treatments are provided on the National Park Service’s website regarding the treatment of historic resources.

The intent of the Standards is to assist the long-term preservation of a property’s significance through the preservation, rehabilitation, and maintenance of historic materials and features.

The Standards pertain to historic buildings of all materials, construction types, sizes, and occupancy and encompass the exterior and interior of the buildings. The Standards also 5 State CEQA Guidelines, Section 15064.5(b)(1).

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Packet Pg. 1139 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 13 encompass related landscape features and the building’s site and environment, as well as attached, adjacent, or related new construction. The Standards for Rehabilitation (36 CFR 67) address the most prevalent treatment. “Rehabilitation” is defined as “the process of returning a property to a state of utility, through repair or alteration, which makes possible an efficient contemporary use while preserving those portions and features of the property which are significant to its historic, architectural, and cultural values.” As stated in the definition, the treatment “rehabilitation” assumes that at least some repair or alteration of the historic building will be needed in order to provide for an efficient contemporary use; however, these repairs and alterations must not damage or destroy materials, features or finishes that are important in defining the building’s historic character.

Rehabilitation Standard 10 addresses the necessity for reversibility of additions to a historic property: “New additions and adjacent or related new construction will be undertaken in such a manner that, if removed in the future, the essential form and integrity of the historic property and its environment would be unimpaired.” To that end, the Guidelines for Rehabilitating Historic Buildings recommend constructing new additions to historic buildings in a manner that results in the least possible loss of historic materials so that character-defining features are not obscured, damaged, or destroyed.6

DOWNTOWN DIGITAL DISPLAY DISTRICT ORDINANCE
The Downtown Digital Display District Ordinance (Santa Monica Municipal Code Section

9.61.205) establishes regulations and permits a limited number of digital displays within designated locations in Downtown Santa Monica. The ordinance allows up to sixteen digital displays at designated corner locations along the Third Street Promenade and four digital displays at Santa Monica Place. For applications seeking to install a digital display on a landmark building, the ordinance requires the City Manager to certify, after non-binding consultation with the Landmarks Commission at a duly noticed public hearing, that:
i. The digital display is installed in a manner that is reversible as defined by the Secretary of the Interior’s Standards for the Treatment of Historic Properties; ii. The digital display will not materially alter the existing building such that its significance would be materially impaired; and
iii. All physical characteristics that convey the existing building’s significance will remain intact behind the digital display screen, as determined by a qualified historic preservation professional.7
The Downtown Digital Display District Ordinance exempts installation of a digital display from the Certificate of Appropriateness requirement pursuant to the City’s Landmark Ordinance, Chapter 9.56, and/or Section 9.61.050.8
6 Kay D. Weeks and Anne E. Grimmer, The Secretary of the Interior’s Standards for the Treatment of Historic Properties With Guidelines for Preserving, Rehabilitating, Restoring & Reconstructing Historic Buildings, revised by Anne E. Grimmer (Washington, D.C.: U.S. Department of the Interior, National Park Service, Technical Preservation Services, 2017), 156. 7 City of Santa Monica Code of Ordinances, Section

9.61.205(H)(7)(b).
8 City of Santa Monica Code of Ordinances, Section

9.61.205(H)(7)(c).

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Packet Pg. 1140 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 14 Analysis of Potential Impacts

DOWNTOWN DIGITAL DISPLAY DISTRICT ORDINANCE COMPLIANCE
The Project consists of a new, 1,000-square-foot LED digital display screen wrapping the southwest corner of the Junipher Building at the third and fourth stories; and a blade sign at the east end of the south façade. The digital display screen will be installed in a manner that is reversible. The screen will be mounted to the building at approximately 12 locations through the exterior wall; the historic glazed face brick at each attachment location will be carefully removed intact only to the extent necessary to accommodate the attachments, without damaging adjacent face brick. The removed face bricks will be stored for reinstallation should the screen be removed in the future. No other features of the Junipher Building will be materially altered. Thus, if the digital display screen were to be removed in the future, the essential form and integrity of the Junipher Building would be unimpaired.

The digital display will not materially alter the existing building such that its significance would be materially impaired, and all physical characteristics that convey the existing building’s significance will remain intact behind the digital display screen. The digital display screen will cover third- and fourth-floor windows and spandrels, and portions of pilasters and mullions, in two bays of the west façade and one bay of the south façade. The display screen will be offset from the face of the building; the partially obstructed windows, spandrels, pilasters and mullions will remain intact behind the display screen and partially visible from certain vantage points. The remaining bay on the west façade and seven bays on the south façade will remain unobstructed, and thus most of the Junipher Building’s character-defining features will remain intact and visible including its form and massing, tripartite articulation, symmetrical composition, glazed face brick veneer, pilasters, mullions, fenestration, stringcourses, cornices, and architectural terra cotta ornament.

The blade sign is consistent with historic precedents for signage on the Junipher Building throughout its period of significance. The proposed new blade sign is similar in size and design, and in the same location, a “KRESS” blade sign in 1936. There was also a blade sign at the building’s southwest corner in 1944. The proposed new blade sign is compatible with the historic building in size, scale, proportion, and design, and will not destroy or obscure any character-defining features.

Therefore, the Project complies with Standard 10 and the requirements of the Downtown Digital Display District Ordinance.

CEQA ANALYSIS
As discussed previously, a significant effect as defined by CEQA would occur if a project results in a substantial adverse change in the significance of a historical resource. Substantial adverse change is defined as the physical demolition, destruction, relocation, or alteration of the resource or its immediate surroundings such that the significance of the resource would be materially impaired. The significance of a historical resource is materially impaired when a project demolishes or materially alters in an adverse manner those characteristics that convey its historical significance and justify its inclusion in, or eligibility for inclusion in, the California Register or that account for its inclusion in a local register.9 The Project will install a 1,000-square-foot LED digital display screen wrapping the southwest 9 CEQA Guidelines, § 15064.5(b)(2).

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Packet Pg. 1141 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 15 corner of the Junipher Building at the third and fourth stories and will partially obscure portions of the building’s west and south façades. The Project will also install a new blade sign on the east end of the Junipher Building’s south façade. However, in order for these alterations to be considered a substantial adverse change, it must be shown that the integrity and/or significance of the Junipher Building would be materially impaired by the proposed alterations. A resource is not materially impaired unless it is altered in an adverse manner to the point that its physical characteristics fail to convey its historical significance.10 The ability of a historical resource to convey its historical significance is based on an analysis of the resource’s historic integrity. Integrity is defined as “the authenticity of a property’s historic identity, evidenced by the survival of physical characteristics that existed during the property’s historic period.”11 The National Park Service identifies seven aspects that, in various combinations, convey a property’s historic integrity. These seven aspects are location, design, setting, materials, workmanship, feeling, and association. The Project is evaluated below against the seven aspects of integrity to determine if it will alter the Junipher Building in an adverse manner to the point that its physical characteristics fail to convey its historic significance.

The Project does not propose to relocate the Junipher Building or alter its physical environment. Therefore, the property will retain integrity of location and setting. As previously discussed, the digital display screen will partially obscure some windows and spandrels, and portions of mullions and pilasters, on the building’s west and south façades. However, the features will remain intact behind the display, which will be offset from the face of the building, and will be partially visible from certain vantage points. The Project will not affect the Junipher Building’s other distinctive features and materials including its form and massing, tripartite articulation, symmetrical composition, glazed face brick veneer, pilasters, mullions, fenestration, stringcourses, cornices, and architectural terra cotta ornament, which will remain intact and visible. The proposed new blade sign will be compatible in size, scale, and design; will be in the same location as a historic blade sign; and will not damage or obscure any character-defining features of the building. Therefore, the building will retain integrity of design, materials, and workmanship, and thus will continue to convey its Beaux Arts architectural style. Because the Junipher Building will retain integrity of location, design, setting, materials, and workmanship, it will continue to express the aesthetic and historic sense of an early 20th century commercial building in Santa Monica’s Central Business District. Therefore, it would also retain integrity of feeling and association.

According to National Park Service guidance, “to retain historic integrity a property will always possess several, and usually most, of the [seven] aspects” of integrity;12 and that in order to remain eligible for designation historic properties “must not only retain their essential physical features, but the features must be visible enough to convey their significance.”13 After completion of the Project, the Junipher Building will retain integrity of location, design, setting, materials, workmanship, feeling, and association, and will continue to convey its historic Beaux Arts architectural style. Although the Project will obscure some essential physical features, all of the affected features will remain intact and visible enough that, together with those features 10 CEQA Guidelines, § 15064.5(b)(1).
11 California PRC, § 5023.1(d).
12 National Register Bulletin 15: How to Apply the National Register Criteria for Evaluation (Washington, D.C.: U. S.

Department of the Interior, National Park Service, 1990; revised for internet 1995), 44.
13 National Register Bulletin 15, 46.

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Packet Pg. 1142 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Historic Resources Group 1355 3rd Street Promenade, Santa Monica 16 unaffected by the Project, they will continue to convey the building’s historic significance and justify its designation as a local Landmark. Therefore, the Project will not materially impair the Junipher Building such that its physical characteristics fail to convey its historic significance and thus will not result in a substantial adverse change in the significance of a historical resource.

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7.0 CONCLUSION
The Project proposes to install a new, 1,000-square-foot LED digital display screen wrapping the southwest corner of the Junipher Building located at 1355 3rd Street Promenade in the City of Santa Monica, and install a new blade sign at the building’s southeast corner. The building was designated a Santa Monica Landmark in 2014 and is therefore considered a “historical resource” as defined by CEQA for the purpose of this report.

For applications seeking to install a digital display on a landmark building, the Downtown Digital Display District Ordinance of the City of Santa Monica requires the City Manager to certify that the digital display is installed in a manner that is reversible; will not materially alter the existing building such that its significance would be materially impaired; and all physical characteristics that convey the existing building’s significance will remain intact behind the digital display screen.

This report has determined that the Project will be installed in a manner that is reversible; will not materially alter the Junipher Building such that its significance would be materially impaired; and all physical characteristics that convey the Junipher Building’s significance will remain intact. The digital display will partially obscure some features at the southwest corner of the building at the third and fourth floors; however, the partially obscured features will remain intact behind the digital display screen, and the rest of the building’s character-defining features which constitute the majority of its exterior historic fabric will remain fully visible, including its form and massing, tripartite articulation, symmetrical composition, glazed face brick veneer, pilasters, mullions, fenestration, stringcourses, cornices, and architectural terra cotta ornament. The proposed new blade sign will be compatible in size, scale, and design; will be in the same location as a historic blade sign; and will not damage or obscure any character-defining features of the building. The Junipher Building will retain integrity of location, design, setting, materials, workmanship, feeling, and association, and will continue to convey its historic Beaux Arts architectural style. If the digital display screen and/or the blade sign were to be removed in the future, the essential form and integrity of the Junipher Building would be unimpaired. Therefore, the Project complies with Standard 10 of the Secretary of the Interior’s Standards for Rehabilitation and with the requirements of the Downtown Digital Display District Ordinance. It will not cause a substantial adverse change in the significance of 1355 3rd Street Promenade and will not have a significant effect on the environment as defined by CEQA.

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8.0 REFERENCES
City of Santa Monica. “Findings and Determination of the Landmarks Commission of the City of Santa Monica in
the Matter of the Designation of a Landmark,
Designation of a Commercial Building Located at 301
Santa Monica Boulevard (Junipher Building) as a City
Landmark, 13LM-011.” October 13, 2014.

Dick Whittington Photography Collection, USC Digital
Library.

Santa Monica History Museum Photo Archives.

Santa Monica Public Library. Santa Monica Image
Archives.

State of California, Department of Parks and Recreation. “California Office of Historic Preservation Technical
Assistance Series #6: California Register and National
Register: A Comparison.” Sacramento, CA: Office of
Historic Preservation, 2011.

U.S. Department of the Interior. National Register Bulletin 15: How to Apply the National Register Criteria for
Evaluation. Washington D.C.: National Park Service,
1997.

U.S. Department of the Interior. National Register Bulletin 16: How to Complete the National Register Registration
Form. Washington, D.C.: National Park Service, 1997.

Weeks, Kay D., and Anne E. Grimmer. The Secretary of the Interior’s Standards for the Treatment of Historic
Properties With Guidelines for Preserving,
Rehabilitating, Restoring & Reconstructing Historic
Buildings. Revised by Anne E. Grimmer. Washington,
D.C.: U.S. Department of the Interior, National Park
Service, Technical Preservation Services, 2017.

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APPENDIX A

PROJECT EXHIBITS

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Packet Pg. 1146 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Corner trees removal required
for viewshed
Tree A
Tree B
N
3RD ST PROMENADE

SANTA MONICA BLVD
SITE
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED

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Packet Pg. 1147 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street 1'-0"
25'-1"
0'-4" 1'-0"
24'-10"
0'-4"
18'-3"
18'-3"
EAST ELEVATION: 3RD STREET PROMENADE SOUTH ELEVATION: SANTA MONICA BOULEVARD PROPERTY LINE PROPERTY LINE

CURVED DIGITAL DISPLAY,
54’-9”W X 18’3”H (1,000 SF)
OWNER IDENTIFICATION, 5” HIGH

INTERNALLY ILLUMINATED LETTERS

STANDARD MEDIA OPERATOR IDENTIFICATION
SIGNAGE, 7”H INTERNALLY ILLUMINATED

LETTERS

EXISTING BUILDING

PROPERTY LINE
0’ 8’ 16’ 32’
E

LEVATIONS
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED

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8' MAX
22'-11"
16'-8"
13'-3"
0’ 8’ 16’ 32’

CURVED DIGITAL DISPLAY,
54’-9”W X 18’3”H (1,000 SF)

EXISTING BUILDING

PROPERTY LINE
N

PLOT PLAN
© 202
6 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED

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EASTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED

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Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street

WESTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED

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Packet Pg. 1151
Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street * THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION 1355 3RD ST (JUNIPHER BUILDING)

REPLACEMENT OF MISSING HISTORIC BLADE SIGN
September 2026

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Packet Pg. 1152 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

5. View northeast of portion of south elevation of subject property during a parade along Santa Monica Boulevard, note former City Hall in background (Santa Monica History Museum, 1930)

5. View northeast of portion of south elevation of subject property during a parade along Santa Monica Boulevard, note former City Hall in background (Santa Monica History Museum, 1930)

6. View west of east and south elevations of subject property from Santa Monica Boulevard, note Clock Tower Building in background (University of Southern California Digital Archive, 1936)

HISTORIC PHOTO
1930, SANTA MONICA HISTORY MUSEUM 1936, UNIVERSITY OF SOUTHERN CALIFORNIA DIGITAL ARCHIVE © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 2

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Packet Pg. 1153 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street 3'-0"
2-SIDED BLADE SIGN LOCATION

STREET TREE
N 0’ 8’ 16’ 32’

PLOT PLAN

PROPOSED BILLBOARD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
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Packet Pg. 1154 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street 3'-0"
19'-4"

BUILDING FACE
3'-2"
19'-4"

SIGN SPECIFICATIONS

BLADE SIGN ELEVATION
(West face shown, east face similar)

LETTER DETAIL
Sign connects back to building with 2-3 HSS square
tube outriggers. Outriggers penetrate masonry wall to
connect to vertical strongbacks behind the masonry
wall. Where penetrations occur, full face bricks shall be salvaged, crated, and stored onsite for future reinstallation.

Contractor shall core drill through common brick behind, Gaps between full bricks and outriggers will be infilled with patching mortar to match adjacent brick.

Painted metal sign panel, color to complement
tenant branding. Maximum sign cabinet depth
12”. Final fabrication to be developed with sign
fabricator and structural engineer.

Metal channel letter, painted to reflect
tenant branding
LED bulbs along return
Individual LED bulbs
Illuminated open channel letters
Minimum 2” clear between edge of sign and building face © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 4

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MOUNTED HEIGHTS

HISTORIC PLACEMENT PROPOSED PLACEMENT
3’
-0”
3 ’-0”
19’-4”
19’-4”
25’
20’
* NOTE: SIGN AND STRUCTURE SHALL NOT TOUCH OR COVER TERRACOTTA. © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
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EXISTING STREET TREES
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
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PHOTO MOCKUP
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
7 EAST FACE

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PHOTO MOCKUP

WEST FACE
of an Ordinance to Approve the 1355 Third Street
(7865 : Introduction and First Reading
Santa Monica
Attachment: D. HRG_Report_1355 3rd St_Sep 2026
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS n:

OB M STUDIO Packet Pg. 1159

PHOTO MOCKUP
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
9 WEST FACE

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Packet Pg. 1160 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street THANK YOU [email protected]

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[email protected]
OBM.com
of an Ordinance to Approve the 1355 Third Street
TERN
ION
Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading

CLAY COLLETT
Vice President, West Coast Development OB|M STUDIO
[email protected]

GABY GHERMEZI
Development Director
[email protected]
Packet Pg. 1161
Historic Resources Group 1355 3rd Street Promenade, Santa Monica 20

APPENDIX B

RESUMES OF AUTHORS/CONTRIBUTORS

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JOHN LOCASCIO, AIA
Principal Architect
Experience Profile
Years of Experience: 32
California Architect license no: C24223
John LoCascio lives in Altadena, CA and has been with Historic Resources Group since 2011, involved in historic preservation since 2002, and a licensed, practicing architect since 1993.

John’s areas of focus at HRG include historic architecture and technology, building conservation, historic structure reports and federal historic rehabilitation tax credit projects. He provides technical assistance for construction documents; advises on compliance with the Secretary of the Interior’s Standards for Rehabilitation and state regulatory/building code; provides construction monitoring; and prepares paint and materials sampling and analysis services.

John has worked on a wide variety of buildings and structures throughout the United States. He is currently advising on historic tax credit projects in Los Angeles and the San Francisco Bay area and Washington State. In addition, John regularly provides historic architecture consultation for numerous Los Angeles United School District campus modernization projects.

Prior to joining HRG, John served as Executive Director of Claremont Heritage, which included reviewing environmental documents and advising the City of Claremont on planning and design issues. John also worked for 14 years as a project architect in private practice, specializing in custom residential projects.

John LoCascio meets the Secretary of the Interior’s Professional Qualifications Standards in Architecture and Historic Architecture. 556 S Fair Oaks Ave, Suite 101-514
Pasadena, CA 91105
Tel 626-793-2400
historicresourcesgroup.com

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Packet Pg. 1163 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Selected Projects
28th Street YMCA Rehabilitation and Adaptive Reuse, Los Angeles Angelus Funeral Home Historic Tax Credit Project, Los Angeles Army & Navy YMCA/Harbor House Historic Tax Credit, San Pedro CBS Columbia Square Rehabilitation and Adaptive Reuse, Hollywood Climate Pledge Arena Historic Tax Credit Project, Seattle Grand Central Air Terminal Rehabilitation & Adaptive Reuse, Glendale Hangar One Rehabilitation, Moffett Federal Airfield, Mountain View Killefer School Rehabilitation and Adaptive Reuse, Orange Los Angeles International Airport Preservation Plan and HSRs Mayfair Hotel Historic Tax Credit Project, Los Angeles
Venice High School Comprehensive Modernization, Los Angeles Education
Master of Historic Preservation, University of Southern California Bachelor of Architecture, University of Southern California Honors and Awards
National Trust for Historic Preservation, Richard H. Driehaus Foundation National Preservation Award
Angelus Funeral Home/Paul Williams Family Apartments, 2022 California Preservation Foundation Preservation Design Awards Army & Navy YMCA/Harbor House, 2025
Sandi Simon Center for Dance, 2023
Angelus Funeral Home/Paul Williams Family Apartments, 2021 CBS Columbia Square, 2017
Grand Central Air Terminal, 2016
Los Angeles Conservancy Preservation Awards
Army & Navy YMCA/Harbor House, 2025
Academy Museum of Motion Pictures, 2022
Angelus Funeral Home/Paul Williams Family Apartments, 2021 Grand Central Air Terminal, 2017
CBS Columbia Square, 2016
AIA Institute Honor Award
28th Street YMCA, 2015
Professional Affiliations
American Institute of Architects
556 S Fair Oaks Ave, Suite 101-514
Pasadena, CA 91105

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Packet Pg. 1164 Attachment: D. HRG_Report_1355 3rd St_Sep 2026 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Trusted Advisors
Since 1982
National Presence
Local Expertise
TO: Stephanie Reich, Design & Historic Preservation Planner Rachel Kwok, Environmental Planner
City Planning Division
City of Santa Monica
FROM: Robert Chattel, AIA, Senior Vice President, West Coast Nels Youngborg, Project Manager
Thomas Chandler, Project Coordinator
Heritage Consulting Group
CC: Ken Kutcher
Harding Larmore Kutcher & Kozal, LLP
DATE: July 8, 2026
RE: Conformance Review of Digital Display Installation Project Junipher Building, 1355 Third Street Promenade
Santa Monica, California
Introduction
Heritage Consulting Group (Heritage) is providing this conformance review memorandum (memo) to the City of Santa Monica (City) to describe and assess preliminary designs for proposed installation of a digital display at 1355 Third Street Promenade, Santa Monica, California (Assessor Parcel Number 4291-012-010, subject property) in the City’s Central Business District. Also known as the Junipher Building, the subject property contains a single rectangular commercial building located at the northeast corner of Santa Monica Boulevard and the Third Street Promenade in the City’s Digital Display District. The subject property was initially constructed in 1912 by Ye Planry Building Company as a three-story commercial building. In 1922, master architect Albert C. Martin (Martin) designed an addition where three additional bays were added to the rear (east) of the building along the Santa Monica Boulevard frontage, matching the design, configuration, and materials of the existing building. In 1925, a fourth story was added, also designed by Martin.

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Conformance Review Memorandum July 8, 2026 2
The Junipher Building embodies distinguishing architectural characteristics of the Beaux Arts style, making it an important example for the study of early 20th century commercial buildings in Santa Monica. The subject property has been altered over time, typically occurring along with changes in tenants, resulting in some loss of historic fabric such as replacement of the original upper floor windows and original lobby. A major rehabilitation was completed in 1998 to accommodate a multi-floor retail tenant, The Gap. At the time, the original third floor was removed and all ground floor storefronts were replaced. After more than 20 years, The Gap ended its lease in 2020, and the subject property is presently fully vacant.

The subject property was previously identified and evaluated in the City Historic Resources Inventory in 1983 and given status code 5/5D as eligible for listing as a local landmark and as a contributor to a locally eligible historic district, the Central Business District. The City’s Historic Resources Inventory Update of historic structures affected by the Northridge Earthquake conducted in 1995 maintained the historical significance of the subject property but changed the status code to 5B indicating its eligibility for listing as both a local landmark and contributor to a locally eligible historic district. The City’s Citywide Historic Resources Survey Update in 2010 once again maintained the subject property’s historical significance under the same status code. The City’s Citywide Historic Resources Survey Update in 2018 found the Central Business District to be longer eligible as a local historic district.

The Junipher Building was designated a City Landmark (No. 112) on September 8, 2014 (File No. 13LM-011) with a period of significance from 1912-1925 to include the original construction as well as the additions designed by Martin. It was found to be eligible under all six Landmark Designation Criteria, specifically Landmark Criterion 9.56.100(a)(1) for exemplifying, symbolizing, or manifesting elements of the cultural, social, economic, political, or architectural history of the City; Landmark Criterion 9.56.100(a)(2) for being aesthetically interesting in its decorative detailing and the originality of its classical elements; Landmark Criterion 9.56.100(a)(3) for being identified with Dr. John S. Hunt, an important local citizen and developer of Santa Monica, who was involved in conceiving, financing, and constructing the subject property; Landmark Criterion 9.56.100(a)(4) for embodying distinguishing characteristics of a classically-influenced commercial vernacular property designed and constructed in the early 20th century; Landmark Criterion 9.56.100(a)(5) as a representative work of architect A.C. Martin; and Landmark Criterion 9.56.100(a)(6) for its distinctive design and decorative features at a prominent location at the corner of Santa Monica Boulevard and Third Street Promenade.

Orange Barrel Media (OBM, lessee) proposes to construct a new digital display for off-site advertising that would be installed wrapping the southwest corner of the subject property (proposed project). This memo provides a brief description of existing conditions and historical significance of the subject property; describes the proposed project; and evaluates the work for conformance with the California Environmental Quality Act (CEQA), the Secretary of the Interior’s Standards for the Treatment of Historic Properties (Secretary’s Standards), the City’s Landmarks and Historic District Ordinance, and the City’s Digital Display District Ordinance. Based on the findings presented in this memo, the proposed project is in substantial conformance with the Secretary’s Standards, would be installed in a manner that is

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Conformance Review Memorandum July 8, 2026 3
reversible, would not materially alter the existing building such that its significance would be materially impaired, and all physical characteristics that convey the existing building’s significance would remain intact behind the digital display screen.

Prior to preparation of this memo, Heritage engaged in site visits and meetings with the OBM project team to discuss and review early drawings and plans. The project team presented preliminary concepts to representatives from the Santa Monica Conservancy on June 24, 2026 and City Planning staff Stephanie Reich, Rachel Kwok, and consultant John LoCasio of Historic Resources Group on June 30, 2026. The project team is scheduled to share the preliminary design concepts at a community outreach meeting on July 9, 2026.

Additional investigations and documentation were reviewed including a 2014 Landmark Assessment Report by Ostashay & Associates Consulting (2014 Assessment), a supplemental report of character-defining features prepared by Chattel, Inc. (now Heritage) for the landmark designation (Supplemental Report), historic photographs, and building permit records from the City. Drawings reviewed for this memo were prepared by OBM with structural drawings by MPH Structural Engineers dated July 2026 (2026 OBM Drawings).

Qualifications
Heritage Consulting Group (Heritage) is a national historic preservation consulting firm that offers a broad range of preservation services. Clients benefit from the energy, knowledge, and creativity of the Heritage team. Heritage provides its clients with a wide range of real estate development planning services including Historic Tax Credits – Federal and State, Due Diligence Investor Representation, Historic Design Review, Window Services, Historic Designations, and Regulatory Compliance. Our intimate understanding of the preservation process, the players, and the rules and regulations add credibility and value to projects. The firm understands the parameters that affect the successful and timely outcome of a preservation project. We contribute practical rehabilitation strategies and design direction that is appropriate for projects complying with preservation guidelines, such as the Secretary of the Interior’s Standards for Rehabilitation (Secretary’s Standards).

In 2026, Heritage acquired Chattel, Inc., an award-winning historic preservation consulting firm based in Los Angeles. This strategic acquisition brings together two highly respected firms whose complementary strengths will expand services, deepen regional expertise, and enhance the ability to support clients nationwide. For more than 30 years, Chattel, Inc. has been a recognized leader in historic preservation in California and Nevada. With a talented staff of architects, architectural historians, historians, and preservation planners, the Chattel team has built a reputation for solving complex preservation challenges on a wide variety of project types.

Heritage staff engage in a collaborative process and work together as a team on individual projects. This memo was prepared by Senior Vice President, West Coast Robert Chattel AIA, historic preservation architect; Project Manager Nels Youngborg, architectural historian; and Project Coordinator Thomas Chandler, planner.

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Conformance Review Memorandum July 8, 2026 4
Regulatory Setting
California Environmental Quality Act (CEQA)
According to CEQA,
a historical resource is a resource listed in, or determined eligible for listing in, the California Register of Historical Resources. Historical resources included in a local register of historical resources..., or deemed significant pursuant to criteria set forth in subdivision (g) of Section 5024.1, are presumed to be historically or culturally significant for purposes of this section, unless the preponderance of the evidence demonstrates that the resource is not historically or culturally significant (Public Records Code §21084.1).

If a proposed project were expected to cause substantial adverse change in an historical resource, environmental clearance for the project would require mitigation measures to reduce impacts. “Substantial adverse change in the significance of an historical resource means the physical demolition, destruction, relocation, or alteration of the resource or its immediate surroundings such that the significance of an historical resource would be materially impaired.”1
California Code of Regulations, Title 14, Chapter 3 §15064.5 (b)(2) describes material impairment taking place when a project:
a. demolishes or materially alters in an adverse manner those physical characteristics of an historical resource that convey its historical significance and that justify its inclusion in, or eligibility for, inclusion in the California Register… or b. demolishes or materially alters in an adverse manner those physical characteristics that account for its inclusion in a local register... or its identification in an historical resources survey... unless the public agency reviewing the effects of the project establishes by a preponderance of evidence that the resource is not historically or culturally significant; or
c. demolishes or materially alters those physical characteristics of an historical resource that convey its historical significance and that justify its inclusion in, or eligibility for, inclusion in the California Register... as determined by a lead agency for the purposes of CEQA.

Relationship to subject property
The subject property is a qualified historical resource under CEQA. City approval of a discretionary building permit for the subject property would require an initial study under CEQA to determine if the proposed project would cause any potential environmental impacts and, if so, their significance. This memo provides analysis of the proposed project and potential substantial adverse change that could occur to the historical resource if the 1 CEQA Guidelines §15064.5 (b)(1))

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project were implemented. Findings in this memo demonstrate that the proposed project would not demolish or materially alter the character-defining features of the subject property, therefore avoiding any substantial adverse change to the historical resource. Consistent with CEQA review under the City’s Digital Display District Ordinance, a digital display may be permitted if it “will not materially alter the Existing Building such that its significance would be materially impaired.”2
Secretary of the Interior’s Standards for Rehabilitation The Secretary’s Standards are not intended to be prescriptive and are intended to be flexible and adaptable to specific project conditions to balance continuity and change while retaining historic building fabric to the maximum extent feasible. Their interpretation requires exercise of professional judgment and balance of the various opportunities and constraints of any given project based on use, materials retention and treatment, and compatibility of new construction. Not every standard necessarily applies to every aspect of a project, nor is it necessary to comply with every standard to achieve conformance. The Secretary’s Standards encompass four approaches to treatments for historic properties: preservation, rehabilitation, restoration, and reconstruction. The appropriate treatment for the proposed project is rehabilitation, defined as the Secretary of the Interior’s Standards for Rehabilitation (Rehabilitation Standards).

Rehabilitation is defined as the act or process of making possible a compatible use for a property through repair, alterations, and additions while preserving those portions or features which convey its historical, cultural, or architectural values. Reconstruction is defined as the act or process of depicting, by means of new construction, the form, features, and detailing of a non-surviving site, landscape, building, structure, or object for the purpose of replicating its appearance at a specific period of time and in its historic location.

The Rehabilitation Standards include the following:

1. A property will be used as it was historically or be given a new use that requires minimal change to its distinctive materials, features, spaces, and spatial relationships.

2. The historic character of a property will be retained and preserved. The removal of distinctive materials or alteration of features, spaces, and spatial relationships that characterize a property will be avoided.

3. Each property will be recognized as a physical record of its time, place, and use.

Changes that create a false sense of historical development, such as adding conjectural features or elements from other historic properties, will not be undertaken.

4. Changes to a property that have acquired historic significance in their own right will be retained and preserved.
2 Santa Monica Municipal Code §9.61.205(H).7.b.ii.

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5. Distinctive materials, features, finishes, and construction techniques or examples of craftsmanship that characterize a property will be preserved.

6. Deteriorated historic features will be repaired rather than replaced. Where the severity of deterioration requires replacement of a distinctive feature, the new feature will match the old in design, color, texture, and, where possible, materials.

Replacement of missing features will be substantiated by documentary and physical evidence.

7. Chemical or physical treatments, if appropriate, will be undertaken using the gentlest means possible. Treatments that cause damage to historic materials will not be used.

8. Archeological resources will be protected and preserved in place. If such resources must be disturbed, mitigation measures will be undertaken.

9. New additions, exterior alterations, or related new construction will not destroy historic materials, features, and spatial relationships that characterize the property.

The new work will be differentiated from the old and will be compatible with the historic materials, features, size, scale and proportion, and massing to protect the integrity of the property and its environment.

10. New additions and adjacent or related new construction will be undertaken in such a manner that, if removed in the future, the essential form and integrity of the historic property and its environment would be unimpaired.

Relationship to subject property
The subject property was designated as a City Landmark in 2014 and is a qualified historical resource under CEQA. Both CEQA and the City Landmark and Historic District Ordinance use the Secretary’s Standards to determine if a project would retain qualities of a property that demonstrate eligibility as a historic resource. This memorandum provides analysis of the proposed project and potential work for conformance with the Secretary’s Standards.

Consistent with Secretary’s Standards review under the Digital Display District Ordinance, a digital display may be permitted if it “is installed in a manner that is reversible as defined by the Secretary of the Interior Standards for the Treatment of Historic Properties.”3 City of Santa Monica Landmark and Historic District Ordinance Chapter 9, part 56 of the City Code of Ordinances is known as the Landmark and Historic District Ordinance. This chapter outlines the specific duties and powers of the Landmarks Commission, definitions and procedures for designating Landmarks, Structures of Merit and Historic Districts, and the criteria and procedures for issuance of a Certificate of Appropriateness, which is an approval to seek building permits on properties that contain Landmarks, Structures of Merit or are within a Historic District. 3 Santa Monica Municipal Code § 9.61.205(H).7.b.i.

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To approve a Certificate of Appropriateness, the Landmarks Commission, or City Council on appeal, must make a determination using one of eight different criteria. The criteria are as follows:4
A. In the case of any proposed alteration, restoration, removal or relocation, in whole or in part, of or to a Landmark or to a Landmark Parcel or upon a parcel that contains a City-designated Historic Resource subject to a deed restriction pursuant to Section

9.43.100(G) or 9.64.030(C), the proposed work would not detrimentally change, destroy or adversely affect any exterior feature of the Landmark or Landmark Parcel upon which such work is to be done.

B. In the case of any proposed alteration, restoration, construction, removal or relocation, in whole or in part, of or to a building or structure within a Historic District, the proposed work would not be incompatible with the exterior features of other improvements within the Historic District, not adversely affect the character of the Historic District for which such Historic District was designated, or not be inconsistent with such further standards as may be embodied in the ordinance designating such Historic District. For any proposed work to any building or structure whose exterior features are not already compatible with the exterior features of other improvements within the Historic District, reasonable effort shall be made to produce compatibility, and in no event shall there be a greater deviation from compatibility.

C. In the case of any proposed construction of a new improvement upon a Landmark Parcel or upon a parcel that contains a City-designated Historic Resource subject to a deed restriction pursuant to Section 9.43.100(G) or 9.64.030(C), the exterior features of such new improvement would not adversely affect and not be disharmonious with the exterior features of other existing improvements situated upon such Landmark Parcel.

D. The applicant has obtained a certificate of economic hardship in accordance with Section 9.56.160.

E. The Commission makes both of the following findings:

1. That the structure does not embody distinguishing architectural characteristics valuable to a study of a period, style, method of construction or the use of indigenous materials or craftsmanship and does not display such aesthetic or artistic quality that it would not reasonably meet the criteria for designation as one of the following: National Historic Landmark, National Register of Historic Places, California Registered Historical Landmark, or California Point of Historical Interest.

2. That the conversion of the structure into a new use permitted by right under current zoning or with a conditional use permit, rehabilitation, or some other alternative for preserving the structure, including relocation within the City, is not feasible.
4 Santa Monica Municipal Code § 9.56.140

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F. In the case of any proposed alteration, restoration, removal or relocation, in whole or in part, to interior public space incorporated in a Landmark designation pursuant to Section 9.56.110, the proposed work would not detrimentally change, destroy or adversely affect any interior feature of the Landmark structure.

G. The Secretary of Interior's Standards shall be used by the Landmarks Commission in evaluating any proposed alteration, restoration, or construction, in whole or in part, of or to a Landmark, Landmark Parcel, or to a Contributing Building or Structure within a Historic District.

H. Notwithstanding subsections (A) though (F) of this Section, a City-designated Historic Resource protected by a deed restriction pursuant to Section 9.43.100(G) or

9.64.030(C) shall not be relocated, removed, or demolished in contravention of the deed restriction.

Relationship to subject property
The above section is included as background information because the subject property is a designated City Landmark. However, the proposed project is only subject to the terms of the Digital Display District Ordinance5.

City of Santa Monica Digital Display District Ordinance In 2025, the Digital Display District (District) was established by Ordinance No. 2839CCS (Ordinance) identifying the area of the Third Street Promenade and Santa Monica Place as an appropriate district for digital displays up to 1,000 square feet in size on building corners located on the Third Street Promenade. On corner Landmark Buildings, the City Manager may approve placement other than wrapping the corner. Architectural features that are not utilized for the display are not included in the maximum size.6 Chapter 9.61.205 of the City Municipal Code defines “Digital display” to mean:7 a display utilizing digital sign technology with a display face to broadcast a message containing static or animated (full motion) content, including on-premises and off-premises advertising; provided, however, on landmark buildings, the City Manager may approve a double-sided digital display to ensure conformance with the requirements of Section 9.61.205.G.7 so long as: (a) the cumulative total display area (sum of the area of both display faces) is consistent with Section 9.61.205.G.4.a; and (b) both display faces show the same content/advertisement at any given moment.

The District is the area that collectively includes the Third Street Promenade and the Santa Monica Place shopping center. The Third Street Promenade area is bound by Wilshire Boulevard on the north, Broadway on the south, Third Court on the east, and Second Court 5 Santa Monica Municipal Code § 9.61.205 (H)(7)(c).
6 Santa Monica Municipal Code § 9.61.205 (H).
7 Santa Monica Municipal Code, § 9.61.205 (A).

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on the west. The Santa Monica Place shopping center is bound by Broadway on the north, Colorado Avenue on the south, Fourth Street on the east, and Second Street on the west.

Digital displays in the District are subject to a Development Agreement between the City and the digital display applicant. Design of the digital display shall be reviewed and approved as part of the Development Agreement by City Council. The Ordinance establishes the following set of standards for digital displays installed at Landmark Buildings:8 A. For Development Agreement applications seeking solely to install a digital display on a landmark building, which is filed prior to December 16, 2025, a digital display may be permitted if, prior to Council's approval of a Development Agreement that would allow the installation of a digital display, the City Manager certifies that:
i. The digital display is installed in a manner that is reversible as defined by the Secretary of the Interior Standards for the Treatment of Historic Properties; ii. The digital display will not materially alter the existing building such that its significance would be materially impaired; and
iii. All physical characteristics that convey the existing building's significance will remain intact behind the digital display screen, as determined by a qualified historic preservation professional.

B. For Development Agreement applications seeking solely to install a digital display on a landmark building, which is filed on or after December 16, 2025, a digital display may be permitted if, prior to Council's approval of a Development Agreement that would allow the installation of a digital display, the City Manager certifies, after non-binding consultation with the Landmarks Commission at a duly noticed public hearing, that:
i. The digital display is installed in a manner that is reversible as defined by the Secretary of the Interior Standards for the Treatment of Historic Properties; ii. The digital display will not materially alter the existing building such that its significance would be materially impaired; and
iii. All physical characteristics that convey the existing building's significance will remain intact behind the digital display screen, as determined by a qualified historic preservation professional.

C. The installation of a digital display shall not require a Certificate of Appropriateness pursuant to the City's Landmarks Ordinance, Chapter 9.56, and/or Section 9.61.050.

Relationship to subject property
The subject property is located in the Digital Display District. The proposed project includes installation of a new digital display for off-site advertising that would be installed wrapping the southwest corner of the subject property. The digital display would obstruct visibility to portions of the south and west elevations at the 3rd and 4th floors. Visibility to two catenary 8 Santa Monica Municipal Code, § 9.61.205(H).7.

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hooks installed at the south and west elevations would also be obstructed. The digital display would be installed on the building with steel outriggers that set the display away from the building. This would allow pedestrians to see the historic fabric from underneath the display and ensure it would be interpreted as a separate element from the historic building. Thus, all physical characteristics that convey the existing building's significance will remain intact behind the digital display screen.

Subject Property History and Description
The following is a description of the subject property with alterations summarized.

Setting
The subject property is located at the northeast corner of Santa Monica Boulevard and the Third Street Promenade. The rear east elevation faces an alley, Third Court, and the north elevation abuts a commercial building at the north property line. The subject property contains a unified commercial building that occupies the entire parcel.

Exterior
The building is rectangular and reads from the exterior as four stories, although the interior structure for the third floor was entirely removed in 1998 to create a double height space on the second floor. It has a parapet and flat roof, and basement. The basement level was lowered in the 1990s to create a sub-basement or pit. The existing structural system consists of a steel frame (riveted steel columns are exposed at the fourth-floor interior), brick perimeter walls, a brick demising wall running north-south through the building at the connection of the original building and 1922 addition, and wood floor joists. Seismic retrofit was completed in 1998 and includes perforated shear walls attached with blind anchors on the interior of all elevations and at the north-south demising wall, and parapet reinforcement with bracing and through bolts. Through bolts are exposed at the north elevation.

The exterior walls are constructed of common brick. At the south and west elevations (primary elevations), facing Third Street and Santa Monica Boulevard, the exterior is finished in white glazed brick veneer and terra cotta trim. At the north elevation, the common red brick wall is exposed and visible at the third and fourth floors from the Third Street Promenade above the adjacent building. Although faint, the ghost signage with the original building name painted at the north elevation is partially visible from the Third Street Promenade. The east elevation is clad in non-historic smooth stucco.

The primary south and west elevations are symmetrical in composition and contain elements of the Beaux Arts architectural style. The south elevation is eight bays wide, and the west elevation is three bays wide. The bays at the primary elevations are distinctly separated by regularly spaced piers with wide pilasters that contain a base-shaft-capital composition and frame non-historic storefront windows and entrances. The bulkhead and base of the wide pilasters at the ground floor are clad in dark grey granite. A denticulated terra cotta stringcourse at the top of storefronts visually separates the ground floor from the second floor. The vertical lines of the piers extend up the shaft dividing the windows at the second,

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third, and fourth floors. The windows are recessed slightly, while the piers project slightly.

Spandrels located above the storefronts and between window openings at the upper floors contain white glazed tile laid in a lozenge pattern.

The south and west elevations contain catenary hooks that were originally installed to service the historic trolley line that once ran along Santa Monica Boulevard. Contemporary up-light fixtures painted white are installed at each pilaster above the terra cotta stringcourse between the ground floor and second floor.

South and west elevation fenestration consists of non-historic contemporary storefront glazing at the ground floor with non-historic fixed awnings. The main entrances include one set of contemporary, swinging doors with metal frames and full-height glazing at each primary elevation. At the second, third, and fourth floors fenestration is filled with non-historic double-hung, aluminum sash windows. Windows are grouped in sets of two at the west elevation and in sets of two, three, and four at the south elevation. Second, third, and fourth floor windows have added frost film applied to the glazing.

The north and east elevations are unadorned, secondary elevations. At the north elevation, the common red brick wall and structural through bolts are exposed. The north elevation abuts the neighboring building at the north property line, and most of the elevation is not visible from the public right-of-way. The wall jogs in to create a narrow light court, which is only readily visible from the roof, looking down into the space. Fenestration on the north elevation includes regularly spaced, non-historic aluminum sash, though several windows have been infilled with brick. The east elevation fronts the alley, Third Court, and is three bays wide. It mirrors the fenestration pattern on the west elevation, with three bays containing windows arranged in pairs separated by pilasters. Windows are primarily non-historic aluminum sash, while four windows at the second and third floors in the center bay appear to be original wood sash. The east elevation also contains two non-historic secondary doors.

The roof is covered in a single-ply membrane that is either thermoplastic polyolefin (TPO) or polyvinyl chloride (PVC) heat sealed at the seams and finished in a white reflective material.

The roofing system reads as flat but has a low slope with roof drains. A walkway spans the perimeter, and davits are provided to access windows. There are heating and cooling units installed at the center of the roof located behind a metal mechanical screen painted white.

Alterations
The period of significance of the subject property is from 1912-1925 encompassing the date of the original construction and the dates of major additions designed by master architect Albert C. Martin. Since then, the subject property has undergone several alterations including alterations to the storefronts and replacement of nearly all original wood window sash with aluminum. The City’s Permit Document Archive indicates that no major alterations to the exterior have occurred since its designation as a City Landmark in 2014.

None of the original storefronts remain, and all original hung wood sash windows have been replaced with aluminum, except in a few locations on the north elevation where windows

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have been infilled with brick and at the east elevation where four windows in the center bay appear to be original wood sash. East elevation fenestration patterns have been changed, and the exterior wall has been resurfaced in stucco. The east and west elevation fire escapes have been removed.

The interior has been substantially altered as well with, among other things, removal of all original building fabric, including the ground floor lobby, upper floor lobbies, and elevator.

The original lobby was located at the far eastern bay of the original 1912 building at the south elevation on Santa Monica Boulevard and contained a tile floor, elevator, and marble wainscoting.9
In 1990, the basement was lowered in depth to create a higher ceiling. In 1998, the third (interior) floor structure of the subject property was entirely removed as part of a structural remodel to accommodate needs of The Gap retail store that occupied the entire building. “White-out” or “light control” (frost) film was also applied to the inside face of existing upper floor windows. Also at this time, as part of the substantial work completed to accommodate The Gap, the ground floor storefronts including brick pilasters were replaced in a contemporary and compatible manner to resemble an earlier appearance. After more than 20 years, The Gap ended its lease in 2020, and the subject property is presently fully vacant with interior finishes substantially removed.

Image 1: Major alterations to the subject property (Chattel Inc., 2014) 9 Ostashay & Associates Consulting, City Landmark Assessment and Evaluation Report, 2014 (3).

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General Existing Conditions
The subject property generally appears to be in good condition and is intact with Beaux Arts decorative elements visible at the south and west elevations. The building shows signs of deterioration at the primary elevations due to deferred maintenance since the building was vacated in 2020. The Junipher Building embodies distinguishing architectural characteristics of the Beaux Arts style, making it an important example for the study of early 20th century commercial buildings in Santa Monica. The subject property has been altered over time, typically occurring along with changes in tenants, resulting in some loss of historic fabric such as replacement of the original upper floor windows and original lobby. A major rehabilitation was completed in 1998 to accommodate a multi-floor retail tenant, The Gap, which took occupancy of the entire building. At the time, the original third floor was removed and all ground floor storefronts were replaced. The Gap vacated the building in 2020 and it remains vacant.

Character-Defining Features
Character-defining features are the physical features of a historic resource that convey its significance. According to the 2014 Statement of Official Action designating the subject property a City Landmark, its character-defining features are as follows:
• The building’s mass, scale, height, and footprint
• The building’s base-shaft-capital composition
• Symmetrical composition of west and south elevations
• Verticality of bays and pilasters
• White glazed brick surface
• Terracotta stringcourse at top of storefronts and below parapet • Fenestration pattern, size, and shape (including the double-hung windows and excluding aluminum window frames and glazing)
• Flat roof surface (behind perimeter parapet, not extending above the parapet, and exclusive of rooftop mechanical equipment)
• Decorative brick and terracotta cornice line
• Catenary hooks
• Pilasters with stylized terracotta garland at capital • Decorative terracotta
• Ghosted signage on the north elevation
• Exposed red brick exterior on the north elevation
It should be noted that the interior of the subject property was not identified as a character-defining feature in the 2014 Landmark designation. Since the City Landmark and Historic District Ordinance includes the exterior features of a property and generally excludes interior features, the interior of the subject property is not considered a character-defining feature and will not be reviewed as part of this memorandum.

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Proposed Project Description
The proposed project includes installation of a new digital display (display) on two elevations of the subject property. The display would wrap the southwest corner of the building with portions facing west, southwest, and south. The 1,000 square-foot curved display would measure approximately 54’-9” in width and 18’-3” in height. The display will include a minimal horizontal aluminum frame at the top and bottom of the screen finished in a champagne bronze color. The frame at the top would measure to approximately 0’-4” in height, and the frame and the bottom would measure to approximately 1’-0” in height. The display would span from the top of the second floor to the top of the fourth floor, below the decorative terra cotta frieze and stringcourse above the fourth floor. The display would obstruct visibility to approximately 50% of the west elevation and approximately 12.5% of the south elevation at the third and fourth floors. Visibility to two catenary hooks installed at the west and south elevations would also be obstructed. A third catenary hook would remain visible further east along the south elevation. The display would be installed on the building with 8”x8” hollow steel section (HSS) outriggers that set the display away from the building. This would allow pedestrians to see the historic fabric from underneath the display, ensuring it would be interpreted as a separate element from the building. The back of the display would be finished in perforated aluminum to conceal visibility and still allow air circulation behind the LED screens. The HSS outriggers and perforated aluminum would be painted a champagne bronze color.

The points of installation would occur at piers. At each point of installation, the project would carefully remove approximately six glazed bricks, core-drill through the common brick wall and shear wall (where occurs) and install new HSS outriggers that connect to existing or new vertical strongbacks at the interior. The areas surrounding the outriggers would be infilled with appropriate patching mortar. The salvaged glazed bricks would be crated and stored on site for reinstallation should the digital display be removed in the future.

The structural elements of the display including the frame, HSS outriggers, and perforated aluminum screen at the backside would be finished in a champagne bronze color to complement the buff color of decorative terra cotta finishes that adorn the upper portion of the south and west elevations of the building. The contemporary materiality of the display would make a clear distinction between the new display and the historic building.

Conformance with the Secretary’s Standards
Within the Secretary’s Standards, the appropriate treatment for the project is rehabilitation, defined as the Rehabilitation Standards. As is further explained below, the project is found to substantially conform with the Rehabilitation Standards:
• In conformance with Rehabilitation Standard 1, the project would not result in a change of use for the subject property.

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• In conformance with Rehabilitation Standard 2, the project would retain and preserve the historic character of the subject property. The glazed bricks that would be carefully removed at the points of installation for the HSS outriggers would be crated and stored on site for reinstallation should the digital display be removed in the future.
• In conformance with Rehabilitation Standard 3, the project would not create a false sense of historical development and does not include construction of conjectural features which were never constructed.
• In conformance with Rehabilitation Standard 4, the project would retain and preserve alterations that have taken historic significance over time. • In conformance with Rehabilitation Standard 5, the project would preserve the distinctive features, finishes, and construction techniques that characterize the subject property. The glazed bricks that would be carefully removed at the points of installation for the HSS outriggers would be crated and stored on site for reinstallation should the digital display be removed in the future.
• In conformance with Rehabilitation Standard 6, the project does not involve repair or replacement of deteriorated or missing historic features. • In conformance with Rehabilitation Standard 7, the project does not include use of chemical or physical treatments that would cause damage to historic materials. The patching mortar to be used at locations of the new HSS outriggers would be compatible with the historic masonry.
• In conformance with Rehabilitation Standard 8, there is no reason to believe that archaeological resources would be affected by the project as the project has no proposed ground penetrations.
• Not in conformance with Rehabilitation Standard 9, the digital display would become a new addition that would impair the essential form and integrity of the subject property by obstructing visibility to approximately 50% of the west elevation and approximately 12.5% of the south elevation at the third and fourth floors. However, the repetitive composition of the Beaux Arts elements offers other opportunities to view these elements at the north portion of the west elevation and majority of the south elevation. The digital display would be set away from the building, ensuring it would be interpreted as a separate element. The placement of the digital display at the southwest corner of the building is required for commercial viability. The size, scale, proportion, and massing of the building would remain unchanged by the proposed project.

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• In conformance with Rehabilitation Standard 10, the essential form and integrity of the historic property and its environment would be unimpaired if the digital display were removed in the future.

While in substantial conformance with the Secretary’s Standards, the project will not materially alter the eligibility of the subject property as a Landmark or Landmark parcel.

Except for a limited number of glazed bricks that would be carefully removed for installation of the HSS outriggers, all physical characteristics that convey the building's significance will remain intact behind the digital display. The salvaged glazed bricks would be crated and stored on site for reinstallation should the digital display be removed in the future. Character-defining features will be obstructed by the display, however, it will neither demolish nor materially alter character-defining features. Therefore, the proposed project would not cause material impairment to the subject property and would not cause a substantial adverse change to the historic resource under CEQA.

Conclusion
Based on the findings of this memo, the proposed work described in the 2026 OBM drawings are in substantial conformance with the Rehabilitation treatments of the Secretary’s Standards, would not cause material impairment to the subject property, nor cause a substantial adverse change, and would not detrimentally change, destroy or adversely affect any exterior feature of the Landmark property. Consistent with the terms of the Digital Display District Ordinance and as demonstrated above, the proposed project is reversible in conformance with Rehabilitation Standard 10, does materially alter the existing building such that its significance would be materially impaired, and all physical characteristics that convey the building’s significance would remain intact or salvaged for reinstallation.

Attachments
Attachment A: Historic Photographs
Attachment B: Contemporary Photographs
Attachment C: 2026 OBM Drawings

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Packet Pg. 1180 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

1. View northeast of southwest corner of subject property from the intersection of Santa Monica Boulevard and Third Street (Santa Monica Public Library Image Archives, 1927)

2. View northeast of south elevation of subject property along Santa Monica Boulevard, note former City Hall in background (Santa Monica Bay Paradise by the Sea, c. 1927)

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1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

3. View northeast of west and south elevations of subject property, note Clock Tower Building in middle ground (Santa Monica Public Library, c. 1928)

4. View north of south elevation ground floor of subject property during Pioneer Days Parade along Santa Monica Boulevard (Santa Monica Public Library, 1930)

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1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

5. View northeast of portion of south elevation of subject property during a parade along Santa Monica Boulevard, note former City Hall in background (Santa Monica History Museum, 1930)

6. View west of east and south elevations of subject property from Santa Monica Boulevard, note Clock Tower Building in background (University of Southern California Digital Archive, 1936)

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1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

7. View northeast of south elevation of subject property from Santa Monica Boulevard (Courtesy of Richard Resnick, date unknown)

8. View northeast of southwest corner of subject property from the intersection of Santa Monica Boulevard and Third Street Promenade (Santa Monica Public Library, 1990)

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Packet Pg. 1184 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

9. View northeast of a portion of west elevation of subject property abutting the adjacent building at north property line (Santa Monica Public Library, 1990)

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Packet Pg. 1185 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

THIS PAGE INTENTIONALLY LEFT BLANK

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Packet Pg. 1186 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

1. View northeast of southwest corner of subject property from intersection of Santa Monica Boulevard and Third Street Promenade (Heritage, 2026)

2. View southwest of secondary east and north elevations of subject property from Third Court with adjacent building in foreground (Heritage, 2026)

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Packet Pg. 1187 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

3. View east of west elevation of subject property from Third Street Promenade (Heritage, 2026)

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Packet Pg. 1188 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

4. View north of south elevation of subject property from Santa Monica Boulevard (Heritage, 2026)

5. View northwest of south and east elevations of subject property from the intersection of Third Court and Santa Monica Boulevard (Heritage, 2026)

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Packet Pg. 1189 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

6. View east of west elevation bay abutting adjacent building at north property line from Third Street Promenade (Heritage, 2026)

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Packet Pg. 1190 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

7. View east of main entry doors at west elevation from Third Street Promenade (Heritage, 2026)

8. View west of non-historic storefronts with fixed awnings and main entrance at south elevation along Santa Monica Boulevard (Heritage, 2026)

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Packet Pg. 1191 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

9. View east of protective boards installed at non-historic storefronts at south elevation along Santa Monica Boulevard (Heritage, 2026)

10. View north of upper floors at western portion of south elevation from Santa Monica Boulevard (Heritage, 2026)

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Packet Pg. 1192 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

11. View north of of south elevation with catenary hook at pilaster from Santa Monica Boulevard (Heritage, 2026)

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Packet Pg. 1193 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

12. View north of decorative frieze with terra cotta panels and occuli with scalloped terra cotta stringcourse above fourth floor windows at south elevation (Heritage, 2026)

13. View north of stylized terra cotta garland at capital in line with decorative frieze at south elevation (Heritage, 2026)

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Packet Pg. 1194 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

14. View northeast of contemporary up-lights installed above denticulated terra cotta stringcourse with catenary hooks above at southwest corner (Heritage, 2026)

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Packet Pg. 1195 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

15. View west of east elevation bays from Third Court (Heritage, 2026)

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Packet Pg. 1196 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

16. View west of exposed common red brick and through bolts at north elevation from roof (Heritage, 2026)

17. View southeast of ghosted painted signage on exposed common red brick at north elevation from Third Street Promenade (Heritage, 2026)

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Packet Pg. 1197 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

18. View west of single-ply membrane roof coating with walkway and davits installed at perimeter behind parapet (Heritage, 2026)

19. View north of single-ply membrane roof coating (Heritage, 2026)

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Packet Pg. 1198 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

20. View southwest of painted sheet metal at parapet and davit at roof (Heritage, 2026)

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Packet Pg. 1199 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

21. View northeast of metal mechanical screen painted white at roof (Heritage, 2026)

22. View west of heating and cooling units installed behind mechanical screen at roof (Heritage, 2026)

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Packet Pg. 1200 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

23. View east of basement interior (Heritage, 2026)

24. View south of main entry doors at ground floor along Santa Monica Boulevard (Heritage, 2026)

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Packet Pg. 1201 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

25. View west of ground floor interior (Heritage, 2026)

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Packet Pg. 1202 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

26. View east of second floor interior with original third floor removed (Heritage, 2026)

27. View east of second floor interior with windows filled in at east wall (Heritage, 2026)

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Packet Pg. 1203 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

28. View northeast of second floor interior with windows filled in and vertical strongbacks installed at north wall (Heritage, 2026)

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Packet Pg. 1204 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

29. View southwest of second floor interior with original third floor removed and vertical strongbacks installed at south and west walls (Heritage, 2026)

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Packet Pg. 1205 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

30. View south of second floor interior with original third floor removed and vertical strongbacks installed at south and west walls (Heritage, 2026)

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Packet Pg. 1206 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

31. View west of second floor interior with original third floor removed (Heritage, 2026)

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Packet Pg. 1207 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

32. View west of fourth floor interior (Heritage, 2026)

33. View southwest of fourth floor interior at southwest corner (Heritage, 2026)

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Packet Pg. 1208 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

34. View south of fourth floor interior at southwest corner (Heritage, 2026)

35. View southeast of fourth floor interior (Heritage, 2026)

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Packet Pg. 1209 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026

THIS PAGE INTENTIONALLY LEFT BLANK

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Packet Pg. 1210 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

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(7865: Introduction and First Reading of an Ordinance to Approve the 1355 ORANGE BARREL MEDIA™
1355 3rd St (Junipher Building) Attachment: E. Heritage Conformance Review Memo 2026.07.08 Santa Monica Landmarks Commission
July 132026

THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION Packet Pg. 1211 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Packet Pg. 1211
1355 3RD ST
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
2 12.A.e
Packet Pg. 1212 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 3
THE LANDMARKS COMMISSION’S ADVISORY ROLE
For Development Agreement applications seeking solely to install a Digital Display on a Landmark Building, which is filed on or after December 16, 2025, a Digital Display may be permitted if, prior to the City Council’s approval of a Development Agreement that would allow the installation of a Digital Display, the City Manager certifies, after non-binding consultation with the Landmarks Commission at a duly noticed public hearing, that:
i. The Digital Display is installed in a manner that is reversible as defined by the Secretary of the Interior Standards for the Treatment of Historic Properties; ii. The Digital Display will not materially alter the Existing Building such that its significance would be materially impaired; and
iii. All physical characteristics that convey the Existing Building’s significance will remain intact behind the Digital Display screen, as determined by a Qualified Historic Preservation Professional.

The installation of a Digital Display does not require a Certificate of Appropriateness.

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Packet Pg. 1213 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 •
1,000 SF sign area, competitive with others in district •
Commercial viability driven by vehicular viewshed
N
3RD ST PROMENADE

SANTA MONICA BLVD

VIEW CORRIDOR

PROPOSED SIGN

DESIGN CONSIDERATIONS
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
4 12.A.e
Packet Pg. 1214 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 • Visibility to 3rd St Promenade from some
windows on each floor is critical to attracting
tenants
DOUBLE HEIGHT SECOND STORY SPACE (3RD FL REMOVED IN 1998) Exit Stair
Clerestory Level

DESIGN CONSIDERATIONS
3RD STREET PROMENADE SANTA MONICA BOULEVARD
3RD STREET PROMENADE SANTA MONICA BOULEVARD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
5 BUILDING USES

SIGN LOCATION

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Packet Pg. 1215 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Catenary Hooks
Catenary Hooks
Six 8”x8” outriggers through
white glazed brick each face
Terracotta String Course Spandrel Panels

DESIGN CONSIDERATIONS
3RD STREET PROMENADE SANTA MONICA BOULEVARD
3RD STREET PROMENADE SANTA MONICA BOULEVARD
Character defining features per landmarks:
∙ The building’s mass, scale, height, and footprint
∙ The building’s base-shaft-capital composition
∙ Symmetrical composition of west and south elevations
∙ Verticality of bays and plasters
∙ White glazed brick surface
∙ Terra cotta stringcourse at top of storefronts and below parapet ∙ Fenestration pattern: double-hung window-type, size, and shape (excluding aluminum window frames and glazing)
∙ Flat roof surface (behind perimeter parapet, not extending above the parapet, and exclusive of rooftop mechanical equipment) ∙ Decorative brick and terra cotta cornice line
∙ Catenary hooks
∙ Pilasters with stylized terra cotta garland at capital ∙ Decorative terra cotta
∙ Ghosted signage on the north elevation
∙ Exposed red brick exterior on the north elevation
Sign concepts envision the sign as an independent element projecting forward of the historic resource.
∙ Building’s beaux arts composition remains legible.
∙ Twelve 8”x8” outriggers will connect to interior vertical strongbacks to support the sign.
∙ No penetrations are made into beaux arts ornament including terra cotta string course or spandrel panels.
∙ 2 catenary hooks can be seen from below the sign, the third remains visible. © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 6

BUILDING USES

SIGN LOCATION

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Packet Pg. 1216 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

EXISTING CONDITION

EASTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
7 12.A.e
Packet Pg. 1217 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

EXISTING CONDITION

WESTBOUND SANTA MONICA BLVD T
Packet Pg. 1218 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

ONE WAY
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHT-
OB M STUDIO Packet Pg. 1218
EAST ELEVATION: 3RD STREET PROMENADE SOUTH ELEVATION: SANTA MONICA BOULEVARD PROPERTY LINE PROPERTY LINE PROPERTY LINE 0’ 8’ 16’ 32’

EXISTING CONDITION
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
9 12.A.e
Packet Pg. 1219 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

EASTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 10

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Packet Pg. 1220 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

WESTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 11

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Packet Pg. 1221 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 3RD ST SANTA MONICA BLVD CORNER VANTAGE

PEDESTRIAN PERSPECTIVE
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 12

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Packet Pg. 1222 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 © 2026 ORANGE BARREL MEDIA, LLC. 2026 ORANGE BARREL MEDIA, LLC. ALL RIGH

TS RESERVED

BACK OF SIGN

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Packet Pg. 1223 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 1'-0"
25'-1"
0'-4" 1'-0"
24'-10"
0'-4"
18'-3"
18'-3"
EAST ELEVATION: 3RD STREET PROMENADE SOUTH ELEVATION: SANTA MONICA BOULEVARD PROPERTY LINE PROPERTY LINE

CURVED DIGITAL DISPLAY,
54’-9”W X 18’3”H (1,000 SF)
OWNER IDENTIFICATION, 5” HIGH

INTERNALLY ILLUMINATED LETTERS

STANDARD MEDIA OPERATOR IDENTIFICATION
SIGNAGE, 7”H INTERNALLY ILLUMINATED

LETTERS

EXISTING BUILDING

PROPERTY LINE
0’ 8’ 16’ 32’

ELEVATIONS
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 13

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Packet Pg. 1224 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 13'-3" 8
'MAX
22'-11"
1 6
'
-
8 "
10' MAX
0’ 8’ 16’ 32’

CURVED DIGITAL DISPLAY,
54’-9”W X 18’3”H (1,000 SF)

EXISTING BUILDING

PROPERTY LINE
N

PLOT PLAN
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 14

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Packet Pg. 1225 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

STRUCTURAL CONCEPT

LED MODULES ARE SUPPORTED BY

A SUBFRAME WITHIN A PRIMARY
STRUCTURAL FRAME.

DASHED LINE INDICATES STRONGBACK BEHIND
MASONRY WALL.

PRIMARY STRUCTURE CONNECTS BACK TO
BUILDING WITH TWELVE 8”X8” HSS SQUARE TUBE
OUTRIGGERS (SIX ON EACH SIDE). OUTRIGGERS

PENETRATE MASONRY WALL TO CONNECT TO

VERTICAL STRONGBACKS BEHIND THE MASONRY
WALL.

WHERE PENETRATIONS OCCUR FULL FACE

BRICKS SHALL BE SALVAGED, CRATED AND
STORED ON SITE FOR FUTURE REINSTALLATION.

CONTRACTOR WILL CORE DRILL THROUGH
COMMON BRICK BEHIND. GAPS BETWEEN FULL

BRICKS AND OUTRIGGERS WILL BE INFILLED

WITH PATCHING MORTAR COLORED TO MATCH
ADJACENT BRICK.
• Applicant worked with MHP Engineering to
develop a structural concept which minimizes
impact on facade.
• Facade penetrations will be made into glazed
brick areas. There are no penetrations into the
terracotta string course or spandrel panels.
• Sign assembly will be held off the wall except
where penetrations occur.

Existing strongbacks at 2nd floor where 3rd floor
was removed. Outriggers will attach to existing
strongbacks where possible and some locations
add new strongbacks.
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 15

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Packet Pg. 1226 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

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MB
STRUCTURAL ENGINE!
LONG BEACH • SAN DIE

LONG BEACH OFFICE
9-4
3900 Cover Street, Long Bear
CA 90808 • 562.985.3200
orone back sudoon members
behind window piers. (Vertical HSS : 1355 3rd Stree
members) upgrade existing strong
20-9*
back orada new dredlace exisitne

BILLBOARD
Typical HSS Outrigger from interior APPLICATION
- strong back through wall to support-
new sign frame
Prepared for:

OB|MISTUDIO
24'-5"
ISSUE DATE: June 16,

NO DESCRIPTION
EAST ELEVATION: 3RD STREET PROMENADE SOUTH ELEVATION: SANTA MONICA BOULEVARD Structural Layout for Interior Strong Backs
Packet Pg. 1227 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Primary support members
- Vertical & Horizontal HSS
members)
JOB NUMBER. 26-001
- Typical HSS Outrigger-
DRAWN:

Secondary support members DESIGNED:
• vertical « Horizonta channe
or Angle members) CHECKE
Secondary Elements on the SCALE: NO
- leading end will be curved to
follow sign profile
24-5 Conceptual Frant
Billboard Support
vote, Number and dimensiona lavour on
secondary members will be determined in
coordination with digital panel requirements. NOT FOR

CONSTRUCTION
EAST ELEVATION: 3RD STREET PROMENADE I SOUTH ELEVATION: SANTA MONICA BOULEVARD 1 Structural Layout for Sign Support Frame S Packet Pa. 1227 h:\2026\260018\6_communication\26-0018-01.1355_3rd_sm digital media.l01-rev01.docx 3900 Cover Street, Long Beach,CA 90808 562.985.3200 P 562.985.1011 F www.mhpse.com 9920 Pacific Heights Blvd Suite 225, San Diego, CA 92121 May 29, 2026
Ms. Yumna Siddiqi
Senor Director of Architecture
Orange Barrel | Media
9165 Sunset Blvd.

West Hollywood, CA 90069
Re: New Digital Signage Support
1355 3rd Street, Santa Monica, CA
MHP JN: 26-0018-01
Dear Ms. Siddiqi:

We appreciate the opportunity to assist your team in developing structural engineering options for the proposed new digital signage to be installed at the southwest corner of the façade of the subject property. As we further the design concepts for structural support of a new signage frame, we wanted to share the possible structural considerations for our continued coordination.

The 1355 Building (also known as the Junipher Building, recorded as 301 Santa Monic Boulevard by the LA County Assessor) was built circa 1911-1912. According to the Santa Monica Historic Landmark viewer, the building was originally three stories and did not include the three easternmost bays. The remaining bays were added in 1922, and the fourth floor in 1925. The orignal structural framing appears to have entailed one of the first uses in Santa Monica of steel frame construction in conjunction with framed timber and wood construction supported by perimeter brick masonry walls. The exterior façade has glazed brick surfaces with terra cotta string courses at the tops of storefronts and below the parapet.1 Based on the age of the building, it is likely that wood framed floor and roof systems are supported by unreinforced masonry bearing and shear walls, with the pilasters between windows acting as shear piers. A previous seismic upgrade appears to have provided wall anchorage, a concrete shear wall toward the center of the building resisting north/south loads, and discrete concrete moment frame bays around the perimeter of the building with the moment frame columns placed directly behind the wider of the façade pilasters and concrete beams and collector members added behind the lintel/spandrel elements aligned with the floors and roof. Plans available from a proposed seismic upgrade during the 1997 Gap occupancy appear to indicate that steel brace frames were proposed, however these appear to have been superseded by the concrete moment frame solution.

As outlined in the preliminary design information provided for our review, the proposed sign configuration has been assessed by our office. The curved sign wrapping the southwest corner of the building will have capping ‘eyebrow’ and sill elements. As we continue to consider the current digital signage project, we believe the following items are key to the successful integration of the signage support with the current URM building façade and structure:
• Due to the decorative offset of the terra cotta and brick along the parapet and the configuration of the roof framing, it is our expectation that a viable solution to support the sign elements solely from the roof structure will not be feasible. • We have reviewed the 1355 3rd St. Billboard Application presentation for the proposed solution received from your office and believe the proposal reflects an effective sign profile considering structural design implications to the building façade.
• We understand that some offset of the sign frame will be required to accommodate installation and maintenance of the digital sign components as well as the integrity of the URM façade during the time that the sign is installed and 1 Designation of a Commercial Building Located at 301 Santa Monica Boulevard (Junipher Building) as a City Landmark, Document Number 13LM-011, Landmarks Commission of Santa Monica, September 8, 2014 Ms. Yumna Siddiqi, Senor Director of Architecture
Orange Barrel | Media
Re: New Digital Signage Support, 1355 3rd Street, Santa Monica May 29, 2026 Page 2 of 2
h:\2026\260018\6_communication\26-0018-01.1355_3rd_sm digital media.l01-rev01.docx MHP, Inc. maintained on site. Additionally, we understand that an added benefit to the offset will allow natural light to reach the windows behind the sign panels.
• We anticipate that support for the sign will be accomplished with discrete points of penetration through the wall, either at the wall piers between windows or along the lintel bands aligned near the floor and roof levels. Steel outrigger elements penetrating the walls will be connected to the structural steel tube strong backs at the interior of the building.

These strong backs will be secured to the floor and roof framing, as well as to the concrete elements of the previous seismic retrofit where possible and appropriate.
• To provide the least impact to the historic fabric of the façade, we propose using tubes or pipes penetrating through the wall to attach to the strong backs. The tubes, on the order of 8”x 8” square or 8-diamter round pipe, will be positioned within holes through the multi-wythe brick and shotcrete facing. We anticipate the need to penetrate the walls between 8 and 12 times depending on the final configuration of the sign panels. • Careful coordination will allow the face brick to be removed and protected for future reinstallation with core drilling through the interior wythe of the brick and shotcrete. To ensure the load of the structural framing does not bear on the URM, rubber seals, similar to those used for penetrating retaining walls, are proposed to isolate the structure from the existing brick. We anticipate the face brick will be saved and stored, so that it may be reinstalled in the future if the sign is removed, thereby allowing restoration of the original facade.

As we continue to coordinate together, we understand the sign profile is being proposed for discussion with the City and Historic consultants. As mentioned above we believe the support should focus away from rooftop support considerations. Once we have arrived at the expected final design configuration, we will work with the team to provide fully developed structural drawings and calculations for planning and permit submission and approval.

We hope that the above information will help inform continued conversations with the client, City, and historic consultants.

Please do not hesitate to contact our office should you have any questions as we continue working with the project team. Thank you for this opportunity to be of service.

Sincerely,
Kenneth D. O’Dell, S.E. (CA SE 4101)
Principal
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 17

STRUCTURAL ANALYSIS

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Packet Pg. 1228 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 18

PUBLIC AWARENESS
Applicant will work with the Santa Monica Conservancy, Santa Monica Planning staff, and Landmarks Commission to develop an on-site plaque and/or associated programming to bring more awareness of the historic building to the general public.

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Packet Pg. 1229 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 19

PROGRAM BENEFITS
The Digital Display • Create a visually stimulating and informative experience at the corner of Wilshire Boulevard and the 1200 block of the Promenade.
• Promote the City, the Third Street Promenade, its rich history, and the arts to attract visitors and patrons to the 1200 block of the Promenade. • Generate an important new source of revenue for the City.

The Digital Display’s significant project and community benefits include: • A One-Time Community Benefit Contribution in the amount of $500,000. • An Ongoing Community Benefit Contribution equal to the greater of 20% of the annual Gross Revenues or the Minimum Annual Guaranteed Contribution. • Allocation of 20% of total annual operating time on the Digital Display for City content, including the display of art, promotion of Santa Monica (including Downtown Santa Monica and the Third Street Promenade), and civic announcements or other content as directed by the City Manager or designee (which designee may include organizations that promote the City including Santa Monica Conservancy, Downtown Santa Monica Inc., and Santa Monica Travel and Tourism).
• An Occupancy Threshold for the Existing Building to further incentivize the Owner to activate the Existing Building with commercial tenants. • Development of a rehabilitation and maintenance plan for the landmark building, and implementing the plan using allocated funds from annual advertising revenue.

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Packet Pg. 1230 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355

THANK YOU
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Packet Pg. 1231 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 © 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 21

FURTHERANCE OF MULTIPLE PRESERVATION POLICIES
LUCE Goal HP 1 - “Preserve and protect historic resources in Santa Monica through the land use decision-making process.” ∙ The addition of the proposed sign will be performed using the least impactful methods of attachment and will be reversible.

LUCE Policy HP 1.3 - “Ensure that new development, alterations or remodeling on, or adjacent to, historic properties are sensitive to historic resources and are compatible with the surrounding historic context.” ∙ The height of the proposed sign will be subservient to the corner tower element of the landmark building.

LUCE Goal HP 2 - “Preserve and protect historic resources through the development of economic incentives and neighborhood conservation approaches.”
∙ Revenue generated by the proposed signage will, among other things, support ongoing maintenance of the historic resource.

Historic Preservation Element Goal 3 – “Increase public awareness of the history of Santa Monica and historic preservation in the City.”
∙ 20% of total annual operating time on the Digital Display will be allocated for City content as directed by the City Manager and may include public service messages related to historic preservation.

Historic Preservation Element Objective 3.2 – “Promote the benefits of owning historic property.” ∙ Tying this opportunity to a historic resource is good public policy.

Historic Preservation Element Objective 3.8 – “Encourage the installation of plaques and/or public art related to historic buildings and sites in the City.”
∙ Applicant will work with Santa Monica Conservancy, Santa Monica Planning staff, and Landmarks Commission to develop an onsite plaque and/or associated interpretive display to bring more public interest and awareness to the historic building.

Historic Preservation Element Policy 3.8.3 – “Investigate the possibility of coordinating historic preservation and public art programming.”
∙ 20% of total annual operating time on the Digital Display will be allocated for City content as directed by the City Manager and may include digital art.

Historic Preservation Element Policy 4.1.3 – “Allow for appropriate additions to and adaptive reuse of historic resources.” Historic Preservation Element Goal 5 – “Promote the preservation of historic and cultural resources through incentives and technical assistance.”
Historic Preservation Element Objective 5.2 – “Promote and award incentives.”

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Packet Pg. 1232 Attachment: E. Heritage Conformance Review Memo 2026.07.08 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Trusted Advisors
Since 1982
National Presence
Local Expertise
TO: Stephanie Reich, Design & Historic Preservation Planner Rachel Kwok, Environmental Planner
City Planning Division
City of Santa Monica
FROM: Robert Chattel, AIA, Senior Vice President, West Coast Thomas Chandler, Project Coordinator
Heritage Consulting Group
CC: Ken Kutcher
Harding Larmore Kutcher & Kozal, LLP
DATE: September 9, 2026
RE: Blade Sign Reconstruction Report
Junipher Building
1355 Third Street Promenade
Santa Monica, California
Introduction
Heritage Consulting Group (Heritage) is providing this conformance review memorandum (memo) to the City of Santa Monica (City) for proposed reconstruction of a historic blade sign at 1355 Third Street Promenade, Santa Monica, California (Assessor Parcel Number 4291- 012-010, subject property) in the Central Business District. The subject property was designated a City Landmark in 2014. Proposed is installation of a reconstructed blade sign on the exterior of the building pursuant to Zoning Ordinance Section 9.27.030(C). This memo describes all proposed work and evaluates it for conformance with the Secretary of the Interior’s Standards for the Treatment of Historic Properties (Secretary’s Standards).

Also known as the Junipher Building, the subject property contains a single rectangular commercial building located at the northeast corner of Santa Monica Boulevard and Third Street Promenade. The subject property was initially constructed in 1912 by Ye Planry

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Packet Pg. 1233 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 2
Building Company as a three-story commercial building. In 1922, master architect Albert C.

Martin (Martin) designed an addition where three additional bays were added to the rear (east) of the building along the Santa Monica Boulevard frontage, matching the design, configuration, and materials of the existing building. In 1925, a fourth story was added, also designed by Martin.

The Junipher Building was designated a City Landmark (No. 112) on September 8, 2014 (File No. 13LM-011) with a period of significance from 1912-1925 to include the original construction as well as the additions designed by Martin. It was found to be eligible under all six Landmark Designation Criteria, specifically Landmark Criterion 9.56.100(a)(1) for exemplifying, symbolizing, or manifesting elements of the cultural, social, economic, political, or architectural history of the City; Landmark Criterion 9.56.100(a)(2) for being aesthetically interesting in its decorative detailing and the originality of its classical elements; Landmark Criterion 9.56.100(a)(3) for being identified with Dr. John S. Hunt, an important local citizen and developer of Santa Monica, who was involved in conceiving, financing, and constructing the subject property; Landmark Criterion 9.56.100(a)(4) for embodying distinguishing characteristics of a classically-influenced commercial vernacular property designed and constructed in the early 20th century; Landmark Criterion 9.56.100(a)(5) as a representative work of architect A.C. Martin; and Landmark Criterion 9.56.100(a)(6) for its distinctive design and decorative features at a prominent location at the corner of Santa Monica Boulevard and Third Street Promenade.

Photographic documentation of the building revealed that a vertical blade sign was installed east end of the south elevation near the southeast corner extending over the sidewalk.

Letters spelled out “KRESS” and were displayed vertically, to advertise one of the ground floor retail tenants, Kress Department Store. S.H. Kress & Company was a chain of five-and-dime department stores in the United States that operated from 1896 until 2001. The sign appears to have contained open channel letters with surface-mounted lightbulbs installed at the center of the letters and along the south edge of the cabinet. Review of building permits revealed that the subject property has been altered over time, typically occurring with changes in tenancy and often included installation of various tenant signs. However, a building permit for installation of the blade sign could not be located. As further described below, review of available historic documentation including photographs and building permits indicates that the blade sign was installed between 1928 and1930 and was removed between 1936 and 1945. Neither the STOA nor the Landmark Assessment Report mentions installation or removal of a blade sign at the subject property, thus the precise dates of its existence could not be specified.

The property owner proposes to install a reconstructed blade sign (sign) on the east end of the south elevation near the southeast corner of the building (proposed project). This memo provides a brief description of existing conditions and historical significance of the subject property; describes the proposed project; and evaluates the work for conformance with the Secretary’s Standards. The blade sign would contribute to the building’s historic architectural integrity and conform with the Secretary’s Standards.

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Packet Pg. 1234 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 3
Prior to preparation of this memo, Heritage participated in site visits and meetings with the Orange Barrell Media design team to discuss and review drawings, plans, and historic documentation. Additional investigations and documentation were reviewed including a 2014 Landmark Assessment Report by Ostashay & Associates Consulting (2014 Assessment), a supplemental report of character-defining features prepared by Chattel, Inc. (now Heritage) for the City Landmark designation (Supplemental Report), historic photographs of the subject property, historic documentation of similar Kress Department Store signs, and City building permit records. Drawings reviewed for this memo were prepared by OBM and are dated September 2026 (2026 OBM Drawings).

Qualifications
Heritage Consulting Group (Heritage) is a national historic preservation consulting firm that offers a broad range of preservation services. Clients benefit from the energy, knowledge, and creativity of the Heritage team. Heritage provides its clients with a wide range of real estate development planning services including Historic Tax Credits – Federal and State, Due Diligence Investor Representation, Historic Design Review, Window Services, Historic Designations, and Regulatory Compliance. Our intimate understanding of the preservation process, the players, and the rules and regulations add credibility and value to projects. The firm understands the parameters that affect the successful and timely outcome of a preservation project. We contribute practical rehabilitation strategies and design direction that is appropriate for projects complying with preservation guidelines, such as the Secretary’s Standards.

In 2026, Heritage acquired Chattel, Inc., an award-winning historic preservation consulting firm based in Los Angeles. This strategic acquisition brings together two highly respected firms whose complementary strengths will expand services, deepen regional expertise, and enhance the ability to support clients nationwide. For more than 30 years, Chattel, Inc. has been a recognized leader in historic preservation in California and Nevada. With a talented staff of architects, architectural historians, historians, and preservation planners, the Chattel team has built a reputation for solving complex preservation challenges on a wide variety of project types.

Heritage staff engage in a collaborative process and work together as a team on individual projects. This memo was prepared by Senior Vice President, West Coast Robert Chattel, AIA, historic preservation architect; and Project Coordinator Thomas Chandler, planner.

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Packet Pg. 1235 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 4
Regulatory Setting
Secretary’s Standards
The Secretary’s Standards are not intended to be prescriptive and are intended to be flexible and adaptable to specific project conditions to balance continuity and change while retaining historic building fabric to the maximum extent feasible. Their interpretation requires exercise of professional judgment and balance of the various opportunities and constraints of any given project based on use, materials retention and treatment, and compatibility of new construction. Not every standard necessarily applies to every aspect of a project, nor is it necessary to comply with every standard to achieve conformance. The Secretary’s Standards encompass four approaches to treatments for historic properties: preservation, rehabilitation, restoration, and reconstruction. The appropriate treatment for the proposed project is reconstruction, defined as the Secretary of the Interior’s Standards for Reconstruction (Reconstruction Standards).

Reconstruction is defined as the act or process of depicting, by means of new construction, the form, features, and detailing of a non-surviving site, landscape, building, structure, or object for the purpose of replicating its appearance at a specific period of time and in its historic location.

The Reconstruction Standards include the following:

1. Reconstruction will be used to depict vanished or non-surviving portions of a property when documentary and physical evidence is available to permit accurate reconstruction with minimal conjecture and such reconstruction is essential to the public understanding of the property.

2. Reconstruction of a landscape, building, structure or object in its historic location will be preceded by a thorough archeological investigation to identify and evaluate those features and artifacts which are essential to an accurate reconstruction. If such resources must be disturbed, mitigation measures will be undertaken.

3. Reconstruction will include measures to preserve any remaining historic materials, features, and spatial relationships.

4. Reconstruction will be based on the accurate duplication of historic features and elements substantiated by documentary or physical evidence rather than on conjectural designs or the availability of different features from other historic properties. A reconstructed property will re-create the appearance of the non-surviving historic property in materials, design, color and texture.

5. A reconstruction will be clearly identified as a contemporary re-creation.

6. Designs that were never executed historically will not be constructed.

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Packet Pg. 1236 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 5
Relationship to Subject Property:

The subject property was designated as a City Landmark in 2014 and is a qualified historical resource under CEQA. Both CEQA and the City Landmark and Historic District Ordinance use the Secretary’s Standards to determine if a project would retain qualities of a property that demonstrate eligibility as a historic resource. This memorandum provides analysis of the proposed project and potential work for conformance with the Reconstruction Standards of the Secretary’s Standards. Findings of this memorandum demonstrate that the proposed project would be in conformance with the Secretary’s Standards.

Santa Monica Municipal Code
Section 9.27.030.(C).1. of the Santa Monica Municipal Code addresses replacing nonconforming features or portions of buildings. It states:

Notwithstanding this requirement, nonconforming architectural features which have been removed from any existing building which is designated as a Historic Resource or listed on the Historic Resources Inventory may be replaced if the Landmarks Commission determines that such feature contributes to the building's historic architectural integrity and that the reconstruction conforms to the Secretary of Interior's Standards for the Treatment of Historic Properties. 1 Relationship to Subject Property:

The subject property is a designated City Landmark and contained a historic blade sign at the east end of the south elevation advertising a retail tenant, Kress Department Store, that has since been removed. Findings presented in this memorandum demonstrate that the blade sign contributed to the architectural integrity of the building and the proposed reconstruction would conform with the Secretary’s Standards.

There is a pending development agreement application (26ENT-0124) for approval of a digital display to be installed and operated at the subject property. The proposed reconstruction of the historic blade sign has been folded into that application.

Blade Sign Precedent
The Junipher Building was constructed as a commercial building with multiple tenants with retail businesses on the ground floor and offices on the upper floors. Retail businesses on the ground floor had individual addresses between 301 - 317 Santa Monica Boulevard and 1355 Third Street. Historic documentation including building permits and historic photographs were reviewed to identify the dates that the blade sign existed at the subject property. 1 Santa Monica Municipal Code § 9.27.030C.1

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Packet Pg. 1237 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 6
In August 1928, a building permit (no. 1598) was issued to S.H. Kress and Company for a “1 Room Kress Store” for 313-317 Santa Monica Boulevard at the southeast corner of the ground floor. In October 1928, a building permit (no. 1782) was issued to the same address for construction of a “hang sign at Kress Store.” An inspection card from the City Department of Electricity dated August 13, with an illegible year, references a permit (no. 939) for sign work performed by contractor R.S. Neon at 313 Santa Monica Boulevard, but a copy of the original permit could not be located to determine the scope of work. Upon review of the historic photographs of the subject property, the blade sign appears to be legible in a photograph dated c.1928 and is clearly identifiable in a photograph dated 1930.

Figure 1: South elevation of subject property, view east (Santa Monica Public Library, 1927) Figure 2: Southwest corner of subject property with blade sign at south elevation, view northeast (Santa
Monica Public Library, c.1928)
Figure 3: Portion of south elevation of subject property with blade sign installed, view east (Santa Monica History Museum, 1930)

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Packet Pg. 1238 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 7
The blade sign remains extant in photographs dated 1935 and 1936. The blade sign does not appear to be extant in the next available photograph dated November 1947. It is presumed to have been removed between 1936 and 1947. The next permit issued to the addresses between 313-317 Santa Monica Boulevard was in December 1945 to Marbro’s for alterations at 317 Santa Monica Boulevard, indicating that Kress Department Store had vacated the space.

Figure 4: South elevation of subject property with
blade sign installed, view west (USC Digital Archive,
1936)
Figure 5: West and south elevations of subject
property, view northeast (Santa Monica History
Museum, 1947)
The period of significance for the subject property is from 1912-1925 to include the original construction and major additions designed by architect and engineer Martin. In addition to its architectural significance, the subject property was found to be significant under Landmark Criterion 9.56.100(a)(1) for exemplifying, symbolizing, or manifesting elements of the cultural, social, economic, political, or architectural history of the City. The Landmark Assessment Report further describes this significance:

The Junipher Building by virtue of its location, size, appearance, and tenants, became a visible manifestation of the evolving transition of the Central Business District from a residential to a highly thriving commercial center. The building is closely identified with the early building boom period in the development and expansion of the Central Business District before and after World War I. By deliberately tailoring the building to fit the needs of physicians, dentists, and other medical personnel, the developer (who was also a doctor) laid the critical groundwork to draw the medical profession to the City. The building is also historically significant for its architectural history as being a rare and relatively intact example of a well‐executed classically inspired vernacular commercial building built within the first quarter of the 20th century. Because of its unique historical associations the subject property appears to satisfy this criterion.2 2 Ostashay & Associates Consulting, Juniper Building 301 Santa Monica Boulevard City Landmark Assessment and Evaluation Report, City of Santa Monica, March 2014.

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Packet Pg. 1239 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 8
Commercial signs, such as the blade sign for the Kress Department Store at the subject property, served to identify and advertise building tenants and businesses, marking both the architectural and commercial character and significance of the Junipher Building.

Proposed Project Description
Approximate size and placement of the historic blade sign was derived from extant building elements shown in historic photographs dated 1930 and 1936 with measurements verified in the field.

Historic photographs reveal that a blade sign spelled “KRESS” displayed vertically on both the east and west elevations. The blade sign appears to have been electrified and illuminated with lightbulbs installed set in the channel letters and at the south elevation extending in a line on narrow edge of the cabinet. Due to the limitations of reliance on black and white photography, the colors of the historic blade sign are not known, though it appears darker than the off-white building.

Historic photographs dated 1930 and 1936 show the sign mounted to the south elevation at the easternmost pier. The bottom of the blade sign was installed above the denticulated terracotta string course above the ground floor extending vertically to the top of the spandrel between the third and fourth floors. The bottom of the blade sign was approximately 20’-0” above the sidewalk.

The proposed project would reinstate a historically accurate reconstruction of the blade sign that was located on the south elevation of the subject property. The proposed sign would be designed based on photographic documentation of the blade sign that existed at the subject property as well as documentation of similar blade signs from the Kress archives at the National Building Museum. It would be installed at the same proximate location as the original during the 1930s though approximately 5’-0” higher.

The sign would be approximately 19’-4” high, 3’-0” wide, and a maximum depth of 1’-0” to match historic. Final dimensions of the sign would be developed by a sign fabricator and structural engineer. To increase visibility to the proposed sign from the east and west viewsheds on Santa Monica Boulevard and retain existing street trees, the project proposes raising the location of the sign to 25’-0” above the sidewalk, measured from the bottom of the sign. It would be fabricated in metal and painted a color to complement tenant branding with vertical metal channel letters installed at the center of the east and west elevations. The size of the letters and kerning would be consistent with historic, with the lettering tied to identification of a future tenant of the building. It would be illuminated by evenly spaced LED light bulbs set within the open channel letters and at the narrow south edge of the cabinet.

The sign would be installed to the building with two or three hollow steel section (HSS) square tube outriggers that would set the sign approximately 2” away from the building at the widest points of the sign at the top and bottom, similar to the historic installation. The

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Packet Pg. 1240 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 9
points of installation would occur at the center of the easternmost pier at the south elevation proximate to the original location. At each point of installation at the exterior, approximately four glazed bricks would be carefully removed, and the underlying common brick wall would be core drilled through to attach the HSS outriggers to new interior vertical strongbacks behind the masonry wall. The areas surrounding the outriggers would be infilled with appropriate patching mortar to match the color of the glazed brick. The salvaged glazed bricks would be crated and stored on site for reinstallation should the sign be removed in the future. The sign would not touch or block visibility to terracotta features.

Conformance with the Secretary’s Standards
Within the Secretary’s Standards, the appropriate treatment for the project is reconstruction, defined as the Reconstruction Standards. As is further explained below, the project is found to substantially conform with the Reconstruction Standards:
• In conformance with Reconstruction Standard 1, the project would reconstruct a vanished or non-surviving portion of the property based on documentary evidence, allowing accurate reconstruction with minimal conjecture. • In conformance with Reconstruction Standard 2, the project would not require archaeological investigation and would not disturb archaeological resources. • In conformance with Reconstruction Standard 3, the project would include measures to preserve remaining historic materials, features, and spatial relationships. The essential form and massing of the subject property would be retained, and glazed bricks at the points of installation would be carefully removed, crated, and stored on site for reinstallation should the sign be removed in the future. • In conformance with Reconstruction Standard 4, the project would be based on the accurate duplication of historic features and elements substantiated by documentary or physical evidence rather than on conjectural designs or the availability of different features from other historic properties. The reconstructed blade sign would match the appearance of the non-surviving sign in material, design, and texture. Due to the limitations of black and white photography, the original color could not be identified. • In conformance with Reconstruction Standard 5, the reconstructed blade sign would be clearly identified as a contemporary recreation. The channel letters would display a different tenant name, not “KRESS” as displayed historically, and the individual light bulbs would be LED rather than incandescent.
• In conformance with Reconstruction Standard 6, the project would not construct designs that were never executed historically.

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Packet Pg. 1241 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Junipher Building
Blade Sign Reconstruction September 9, 2026 10
Conclusion
The proposed project involves installation of a reconstructed blade sign based on historic documentation. It would not materially alter eligibility of the subject property as a City Landmark or Landmark parcel. While the blade sign would be placed approximately 5’-0” higher from the sidewalk to improve visibility it is located at the same proximate location as it was historically, the project would restore a historic feature of the Landmark along an active portion of one of the City’s main commercial and retail corridors, Santa Monica Boulevard.

Based on the findings of this memo, the proposed work described in the 2026 OBM Drawings is in conformance with the Reconstruction Standards of the Secretary’s Standards as required by Santa Monica Municipal Code Section 9.27.030(C).1. It would not cause material impairment to the subject property, nor cause a substantial adverse change, and would not detrimentally change, destroy or adversely affect any exterior feature of the Landmark property under CEQA.

Attachments
Attachment A: Historic Photographs
Attachment B: Contemporary Photographs
Attachment C: Building Permit History
Attachment D: Kress Blade Sign Documentation
Attachment E: 2026 OBM Drawings

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Packet Pg. 1242 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Blade Sign Reconstruction Report
Attachment A:

Historic Photographs
Junipher Building
1355 Third Street Promenade
Santa Monica, California

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Packet Pg. 1243 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

1. View northeast of south elevation of subject property along Santa Monica Boulevard prior to blade sign installation, note former City Hall in background (Santa Monica Public Library, 1927)

2. View northeast of west and south elevations of subject property with blade sign installed at south elevation outlined in red (Santa Monica Public Library, c. 1928)

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Packet Pg. 1244 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

3. View northeast of easternmost portion of south elevation of subject property with blade sign installed at south elevation outlined in red, note former City Hall in background (Santa Monica History Museum, 1930)

4. View northwest of south and east elevations of subject property with blade sign installed at south elevation outlined in red (Santa Monica History Museum, 1935)

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Packet Pg. 1245 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

5. View west of south and east elevations of subject property with blade sign installed at south elevation outlined in red, note Clock Tower Building in background (University of Southern California Digital Archive, 1936)

6. View northeast of west and south elevations of subject property with the blade sign removed from south elevation (Santa Monica History Museum, 1947)

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Packet Pg. 1246 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

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Packet Pg. 1247 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Blade Sign Reconstruction Report
Attachment B:

Contemporary Photographs
Junipher Building
1355 Third Street Promenade
Santa Monica, California

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Packet Pg. 1248 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

1. View northeast of southwest corner of subject property from intersection of Santa Monica Boulevard and Third Street Promenade (Heritage, 2026)

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Packet Pg. 1249 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

2. View north of south elevation of subject property from Santa Monica Boulevard (Heritage, 2026)

3. View northwest of south and east elevations of subject property from Santa Monica Boulevard (Heritage, 2026)

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Packet Pg. 1250 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

4. View northwest of south and east elevations of subject property from the intersection of Third Court and Santa Monica Boulevard (Heritage, 2026)

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Packet Pg. 1251 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

5. View east of south elevation and sidewalk along Santa Monica Boulevard (Heritage, 2026)

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Packet Pg. 1252 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

6. View west of east elevation from Third Court (Heritage, 2026)

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Packet Pg. 1253 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

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Packet Pg. 1254 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Blade Sign Reconstruction Report
Attachment C:

Building Permit History
Junipher Building
1355 Third Street Promenade
Santa Monica, California

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Packet Pg. 1255 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the SUPERINTENDENT OF BUILDINGS 12.A.f
Packet Pg. 1256 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third Application for Erection of "Class A, B & C Buildings
Application is hereby made to the Superintendent of Buildings of the City of Santa Monica for the approval of the detailed statement of the specifications and plans herewith submitted for the erection of the buildings herein described. All provisions of the Building Ordinances shall be com- 1355 Third plied with in the erection of said building, whether specified or not.

Santa Monica, Cal.,. Duy. 8 1028.

Location: Lot M Block/ 4 Go. Tract.

No3/3-317 fanta Monie
1 Rocor Press star

1. Purpose of the Building and Number of Rooms
Is any part to be used for store or other business purposes? If so state what.

2. 114 Fi First Reading of an Ordinance to Approve the

3. Owner's address

4. Architect's name

5. Builder's name

6. Builder's address

7. Estimated Cost of the Proposed Improvements, $... 13,360.ame

8. Size of Lot 34X50 -Size of Building 34 × 50
Are there any buildings within 30 feet of proposed structure other than a blank wall?^. -

9. Number of stories... and fause
Height from curb level to highest point: Main building 14 c .feet (7865: Introduction and

10. What is the character of the ground: rock clay, sand, filled, etc.

11. Will there be a basement?.. Moco

12. What will be the footing: stone, concrete or brick? 12"X 30
Give thickness and width ..

What will be the depth of foundation walls below curb level?. 10'0"

13. 12'

14. Give thickness of foundation walls and material to be used..

Give size of piers and cap plates or stones.. 6X6"

15. 16. Of what materials will the upper walls be constructed? Blade Sign Reconstruction Report 2026.09.09
What will be thickness of walls?
12' ...5th story:

Basement
1st story: ..6th story
story .Ith story:
3rd story: 8th story:
4th story:

17. What will be the materials of the front?.... Strel and glass If ashlar, give thickness

18. Number and kind of chimneys and flues. Attachment: F. Heritage PERMIT NO. /598 RE Sue Ku
Sign Here.

Fee, $ /9,70
Packet Pg. 1256
-size.
size. 12.A.f
Packet Pg. 1257 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third 46 Will any wall be supported on iron or steel columna? Front, material size. weight or thickness.
"
Side, size.

Rear, .size.
"
6 .size..

Interior,
Give material of girders. _of columns

20. Under 1st tier-size of girders. . Size of columns.
« 2nd "
66 First Reading of an Ordinance to Approve the 1355 Third 3d
"
4th
66 " Roof "

21. Give material, size and distance on centers of floor joist. -; size... ..........; distance on centers..

Ist tier, material.
; size.. ..; distance on centers.
2nd tier, material.
..; size... ; distance on centers.
3d tier, material.
; size... ; distance on centers..
4th tier, material.
; distance on centers.

Ceiling joist tier, material. ; size...
; size.. ; distance on centers.

Roof joist tier, material

22. Specify construction of floors.

23. Of what material will partitions be built?...

24. What will be the material of roofing?

25. Of what material will elevator shafts or other shafts be constructed?

26. What will be the material of the cornices?..

27. Will fire escapes be provided, and where placed?
Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865: Introduction and

28. Will metal lath be used in entire first floor of proposed buildings?

29. Is there any other building erected on lot or permit granted for one?. , how many?.

30. Are any buildings to be taken down?.

31. Will freight elevators be enclosed or be provided with doors and fusible links?.

32. How will soffits of stairs be plastered?..
33: Of what material will stairways be constructed?
Packet Pg. 1257
approval of Forto described. . All provisions of the Building Ordinances shall be com- tion of the bled id building...., whether specified herein or not. 12.A.f plied with in 8 192/
10-
a, California,.
..., Tract.

Lot No. ft.

Zone
in lot, if any 3 / 7
What other bldgs. u
3 No... Number of Rooms...

1. Purpose of Builting..

If so, what?.

Is any part to bec ea for business purges

2. Owner's name

3. Owner's address an
i 4. Architect's name curress san

5. Builder's n me

6. Builder's Atress
of store $. of addn. $..

7. Est. comr of dwig. 8/60 ., of garage $

8. Will the bailding be erected on the front or rear of lot? X..
if lot... * ...Size of building

9. Sise
N mber of stories in height. ; height from curb level to highest point.

10. What is the character of the ground; rock clay, sand, filled, etc. 11 12. Of what material will foundation walls be built? Give thickness of foundation walls.. ..Give thickness and width of footings.

13. 14. What will be the depth of foundation walls below the surface of the ground?

15. Will there be a cellar or basement? Will walls be of brick, stone or concrete? Also height of cellar wall. Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09(7865: Introduction and First Reading of an Ordinance to Approve the 1355 Third Street Give thickness of same...

16. Kind of chimneys... Number of flues.

Size of girders or stringers.. x..

17. What will be the size of mud sills?
.; Interior studs? X.

18. What will be the size of exterior studs?.... ..X.

19. Bearing partition studs.. .x...

20. Give size of floor joist:
2nd floor x..
1st floor... X.
4th floor X.
3rd floor...
6th floor X.
5th floor.. x.

Rafters X.

Ceiling joist X.

Will the roof be peak, flat or mansard? Material of roofing..

21. How many fire escapes will be provided?... Where placed?

22. 23. Will cellar or basement ceiling be plastered? Metal or wood lath?.

24. Are any buildings to be taken down? How many?

25. Frame or stucco?

26. Of what materials will floors be constructed?
How many thicknesses? What kind of fire-prootin

27. How will hat and soffits of stairs be plastered?
Permit Not 5 feel Applicant.

Packet Pg. 1258
CILY OF SANTA MONICA 12.A.f
Department of Buildings
SANTA MONICA BLVD. # 313-317
STREET
S.i. Kress Amt $15300 Iec! 4 7C
OWNER
-

CONTRACTOR
R.E-HeKee
Attachme
Permit No Date Lot
-
New Buildings M
-
Dwelhng TRACT
Garage
Store
Alterations 1509. 10 9 28. Packet Pg. 1259
and Repalrs

12.A.f
Packet Pg. 1260 Attachment: F.

CITY OF SANTA MONIC

12.A.f

DEPARTMENT OF ELECTRICI
m.Blvd- 3/3
Street
,75
Name Fee $
PERMIT DATE CONTRACTOR CERT. NO. E
NO.

Attachment: F.

WIRING

FIXTURES
939 8-133 QRS.NeoN
Packet Pg. 1261

12.A.f
Packet Pg. 1262 Attachment: F.

For Dept Use Only APPLICATION FOR BUILDING PERMIT

12.A.f
Packet Pg. 1263 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third

BUILDING DEPARTMENT, CITY OF SANTA MONICA
No. 9420
This Application Must Be Filled Out In Ink
Dato 17-19-446.

27. vo NOTE DO NOT START WORK BEFORE PLANS ARE APPROVED, AND SETBACK Fee, $. AND SIDE YARD REQUIREMENTS ARE OBTAINED
Noncie Bla
Plan Checking No.

LOCATON Address 217=21.-
же $... LottK1. Block 146 Tract IN. 5-M.. Size of Lot. ....X.

Checked by (FOR DEPARTMENT USE ONLY)
Distance Curb to Property Line. ...... )
Cement Tons
) Map Sheet No.

Minimum Distance Property Line to Bldg. Line (
No. Bricks ) Use Classitication
Minimum Side Yard Width
Masonry .. cu. ft. Minimum Rear Yard Depth ) Fire Zone No.

Minimum Distance between Buildings
Is there any existing building on lot? Yes O No l How Used? (7865: Introduction and First Reading of an Ordinance to Approve the 1355 Third Type 1-Fire Resistive Construction O
Enlargement O _INTERIOR
Type 2—Heavy Timber
Nature of Work: ALTERATI
Type of Construction: Type 3—Ordinary Masonry Alteration Type 4—Metal Frame Conversion
Type 5-Wood Frame Repals
не No. of Rooms... Once No. of Families
Use of Building...
...First Floor Joists.. Exce. Second Floor lost...

Material: Exterior Walls e Haronary
Height to Highest Point. 20 ' Roof Material Compo -
Number of Stories.... Five
.....sq. ft.

Size Width ft.; by Length It; Total Floor Area...

VALUATION OF PROPOSED BLD. / Beers, cool a Fia l 5,000 Sewers, Cesspools, Electrical, Painting, Finishing, all Labor, etc. 8t. Ionie
Marbró's 317-21.

Owner... Address.

State License No. J0/= -
untractor SAx. Dooxy
City License No..
rades. 810 Sair. cincents. Blud Phone No. 58238.

State License No.

Architect.

Address. Phone No.

NOTE: The granting of a Building Permit does not grant any right or privilege to: (1) Erect any building and/or structure or any portion thereof, upon any street, alley, or other public place o Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 portion thereof; or (2) Use any bullding and/ or structure or any portion thereof, for any purpose that is, or may be prohibited by ordinance of the City of Santa Monica.

The granting of a Bullding Permit does not affect or prejudice any claim of title to, or right of possessiory in, the pruperty described in such Permit.

I have read the above application and know the contents thereof; the same is true and correct. I further state t I am familiar with the laws governing building within the City of Santa Monied and State of Calitornia, and amendments thereto, and that the above building and/or structure will be built in conformity thepewith Signed A aul.

NOTE: IF NO PLANS ARE FILED, SHOW LOT AND BUILDING SITE, PLAN AND WINDOW SIZES ON OTHER SIDE.

AFPROVED. 17-181948
Packet Pg. 1263
Packet Pg. 1264 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the 1355 Third

12.A1 Packet Pg. 1264
Attachment C: Building Permit History
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026

THIS PAGE INTENTIONALLY LEFT BLANK

12.A.f
Packet Pg. 1265 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Blade Sign Reconstruction Report
Attachment D:

Kress Blade Sign Documentation
Junipher Building
1355 Third Street Promenade
Santa Monica, California

12.A.f
Packet Pg. 1266 Attachment: F. Heritage Blade Sign Reconstruction Report 2026.09.09 (7865 : Introduction and First Reading of an Ordinance to Approve the Attachment D: Kress Blade Sign Documentation
1355 Third Street Promenade
Santa Monica, CA
September 9, 2026