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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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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 The Junipher Building
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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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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, The Junipher Building
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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 The Junipher Building
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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.
The Junipher Building
Conformance Review Memorandum July 8, 2026 16
• 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
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) Attachment A: Historic Photographs
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) 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)
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) Attachment A: Historic Photographs
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) 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) Attachment A: Historic Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026
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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)
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) 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)
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)
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)
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)
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)
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)
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) 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) 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)
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) 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) 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) 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) Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026
25. View west of ground floor interior (Heritage, 2026) 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) 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)
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)
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)
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) 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) 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) Attachment B: Contemporary Photographs
1355 Third Street Promenade
Santa Monica, CA
July 8, 2026
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THIS DOCUMENT CONTAINS CONFIDENTIAL AND PROPRIETARY INFORMATION 1355 3rd St (Junipher Building)
Santa Monica Landmarks Commission
July 13 2026
1355 3RD ST
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 2
© 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. • 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
• 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
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
EXISTING CONDITION
EASTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 7
EXISTING CONDITION
WESTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 8
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
EASTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 10
WESTBOUND SANTA MONICA BLVD
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 11 3RD ST SANTA MONICA BLVD CORNER VANTAGE
PEDESTRIAN PERSPECTIVE
© 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED 12 © 2026 ORANGE BARREL MEDIA, LLC. 2026 ORANGE BARREL MEDIA, LLC. ALL RIGHTS RESERVED
BACK OF SIGN
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 13'-3"
8' MAX
22'-11"
16'-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
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 16 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
© 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.
© 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.
THANK YOU
© 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.”