1 SIGN ADJUSTMENT FINDINGS –
BLADE SIGN AT 1355 3RD STREET/301 SANTA MONICA BOULEVARD
1. The strict application of the provisions of the Sign Code would result in practical difficulties or unnecessary hardships for the business or property owner which would be inconsistent with the purposes of this Chapter and which would arise from unique physical or topographic circumstances or conditions of project design in that the site is a designated Landmark seeking to reconstruct a historic double-sided blade sign with a vertical orientation that was previously removed from the building. The adjustment allows the building’s historic tenant identification feature, an upper level non-conforming blade sign, together with the building’s other commercial signage, to exceed the maximum amount of sign area otherwise allowed within the Downtown District. The property is important to the history of the City in part because “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 thriving commercial center” and because of “the building’s . . . distinctive decorative features.” The previously existing upper level blade sign was located above the first floor and extended vertically up the side of the building in order to stand out near the center of Downtown. Additionally, if the tenant blade sign was installed within Code parameters it would be hidden from view bv today’s existing street trees.
2. The granting of the requested variance would not constitute a grant of special privilege inconsistent with limitations imposed on similarly zoned properties or inconsistent with the purposes of the Zoning Ordinance in that the existing Landmark building was constructed before the prohibition of upper-level signs and this identification signage was intended for the upper-level locations. Reinstallation of the proposed blade sign serves as an identification sign for the building’s tenant(s) and creates a unique architectural element essential to the style and character of the Landmark building. Additionally, the approximate 60 SF double-sided blade sign will exceed the 4.5 SF, i.e. the typical amount of signage permitted on a blade sign. The additional square footage enables the sign to be prominently visible in this Downtown location as was the case historically.
3. The granting of the requested variance would not be incompatible with other nearby signs, other elements of street and site furniture, or with adjacent structures. Compatibility shall be determined by the relationships of the elements of form, proportion, scale, color, materials, surface treatment, overall sign size and the size and style of lettering. The proposed upper-level blade sign is compatible and appropriately scaled in relation to the four-story building and will not detract from the visibility of surrounding businesses as the sign will be located very close to the Third Court alley. The upper level sign is located in the same location as the original “Kress” sign, although positioned about five feet higher to be visible above today’s street trees, and as such signage in this location is of particular relevance 2 for this Landmark building. The proposed blade sign is a faithful reconstruction of a sign that existed on the building during the 1930s. This building is prominently positioned along Santa Monica Boulevard with corner frontage on the Third Street Promenade, in a highly populated area of the Downtown and is an established visual feature with its Beaux Art design, white glazed brick and terra cotta cladding and distinctive decorative features. A similar sign for Kress department store was a prominent feature of the Landmark building during the 1930s. Reconstruction of the sign and the additional sign square footage of the historic sign is warranted and its installation would not cause a substantial adverse change in the significance of the Landmark and/or Landmark Property. The metal blade sign would be compatible in size, scale, proportion, and design with the Junipher Building; is located at the building’s southeast corner and as such, would not damage or obscure character-defining features and materials; and would be consistent with historic signage utilized at the Junipher Building during the period of significance, including previous blade signs.
4. The granting of the variance would not be inconsistent with the purposes of Chapter 9.61 of the Municipal Code in that the signage is appropriate for the scale of the building, and consistent with the Sign Code’s stated purpose to encourage signs which are integrated with and harmonious to the buildings and sites which they occupy. The proposed sign adjustments will allow the replacement of this reconstructed blade sign for tenant identification that will continue to enhance the building’s design and overall visibility in the way that is historically accurate.
Specifically, the proposed sign replaces a similar sign for Kress department store that adorned the building during the 1930s.