SAD 1994-053� I
FIB,
78-495 CALLE TAMPICO — LA - QUINTA, CALIFORNIA 92253 (619) 777-7000
FAX (619) 777-7101
27, 1994
Ms. Jana Roberts
Outdoor Dimensions
1818 E. Orangethorpe Avenue
Fullerton, CA 92631
SUBJECT: . SPECIAL ADVERTISING DEVICE 94-053 (TEMPORARY FLAGS)
On October 18, 1994, the City Council held a non-public hearing on your request for
temporary subdivision flags for the J.M. Peters project on Jefferson Street. The City
Council voted to approve your request on a 4-1 vote. However, the City Council felt the
number of flagpoles should be limited to 8 instead of 20 as you- had requested, in your -
application. A copy of the final -Conditions of Approval is attached.
If you have any questions, please contact the undersigned at 619-777-7067.
Very truly yours,
J RY
I D DEVELOPMENT DIRECTOR
G ROUSDELL
Associa a Planner
GT:kaf '
Enclosure
LTRGT.332
MAILING ADDRESS - P.O. BOX 1504 - LA QUINTA, CALIFORNIA 92253
CONDITIONS OF APPROVAL - FINAL
SPECIAL ADVERTISING DEVICE 94-053. (JM PETERS/OUTDOOR DIMENSIONS)
OCTOBER 18, 1994
* Modified by the City Council on October 18, 1994
FINDINGS:
1. The proposed temporary on -site flags have been determined to be exempt, Class 11,
Section 15311(a), from the provisions of CEQA.
2. The conditions stated below are deemed necessary to protect•the health, safety, and
welfare of the community.
3. The temporary advertising is consistent with the standards of the Municipal Code of
the City of La Quinta.
CONDITIONS:
*1. The eight (8) temporary flagpoles shall be allowed for a six month period which shall
expire on April 18; 1995. The applicant can apply for an extension to this permit
provided a written request is made to the Community Development Department 30-
days prior to the expiration of the permit. The Community. Development
Department can extend the permit for an additional 180-day period if the applicant's
sales program is still active and the Conditions of Approval are being met.
2. The temporary flags shall be maintained in good condition while they are displayed.
Should the flags become torn or ripped they shall be removed from the flagpoles and
replaced with new matching flags.
3. The flags shall be installed pursuant to the exhibits on file with the Community
Development Department.
4. The final flags color shall be approved by the Planning Director prior to on -site
installation. ,
5. All flags shall be located on private property.
6. The maximum height of each flagpole shall be 20-feet.
CONAPRVL 107
COUNCILIRDA MEETING DATE: October 18, 1994
AGENDA CATEGORY:
BUSINESS SESSION: r
CONSENT CALENDAR:
ITEM TITLE: STUDY SESSION:
Consideration of Special Advertising Device 94-053 for approval
of twenty (20) temporary subdivision flagpoles for the J. M. PUBLIC HEARING:
Peters Co. project west of Jefferson Street and north of 52nd
Avenue. Applicant: Outdoor Dimensions
RECOMMENDATION: .
Approve Special Advertising Device 94-053, permitting twelve (12) temporary flagpoles for the J.M.
Peters project, subject to the attached Findings and Conditions of Approval.
FISCAL IMPLICATIONS:
None.
BACKGROUND AND OVERVIEW:
The Citrus Golf Course was developed in the late 1980's and various tentative maps have been approved
within the existing country club. Approximately ±20 homes exist within this private gated facility with ±30
homes in various stages of construction. The existing homes were developed by the J.M. Peters Company
and Rancho Capistrano Development. The existing J.M. Peters model homes are located on Sandia (See
Attachment 1).
On July 19, 1994, the City Council accepted the Report of Action from the Planning Commission on Plot
Plan 94-527 by KSL to develop a +27,000 square foot clubhouse on 8 acres north of the J.M. Peters model
complex.
The applicant and J.M. Peters Company are requesting permission to erect twenty temporary flagpoles
inside the gated community and along the two-way entry drive into the project from Jefferson Street to
draw attention to their model homes located on Sandia (See Attachment 2). The canvas flags will be 8'
high by 3' wide (multiple colors). The company name will be printed on each flag along with both a
picture and the name of the project. The poles will be 30' high (See Attachment 3). The color board will
be available at the meeting. No flagpoles are proposed along Jefferson Street or 52nd Avenue.
Municipal Code Chapter 5.64 (Special Advertising Devices) provides for a permit to be issued by the City
Council for advertising devices other than the usual and customary permanent business identification signs.
This includes flags as requested in this application.
Section 5.64.020 provides, in part, that permits are to be issued for special purposes, "...and not on a
continuing basis for permanent advertising or identification purposes", and further, "each permit shall be
issued for a specific period of time subject to renewal for good cause shown".
CC.'GT.102
The Council's consideration for granting of this permit must find that the Special Advertising Device
applied for would not:
1. Constitute a traffic hazard or nuisance to adjacent or surrounding properties or to the public at
large; or,
2. Be detrimental to the public convenience or welfare; or,
3. Be inconsistent with the various elements and objectives of the General Plan and all other officially
adopted policies and regulations of the City.
On September 10, 1990, a policy was approved by the City Council regarding the number of advertising
flags in residential subdivisions. The policy states that a maximum 21 flags may be approved. The
rationale is that more than 21 flags is excessive and 21 flags is sufficient to provide an advertising
statement. The applicant is requesting approval to install twenty (20) subdivision flagpoles adjacent on
the private streets leading to the existing model complex on Sandia to draw attention to their on -site sales
program.
On February 1, 1994, Council established a policy of six months for the displaying of flags with a six month
extension if, after review by the Planning Director, the flags are in good condition or worn flags are
replaced.
FINDINGS AND ALTERNATIVES:
On September 20, 1994, the City Council requested the Planning Commission to review the subdivision
flag program to determine if the existing City policies should be revised to reduce the number of flags for
each project. The Planning Commission's recommendation is as follows:
1. Twelve flags shall be considered. the maximum number of flags permitted.
2. The pole heights shall be a maximum of 20-feet in height for the perimeter of the project and 16-
feet for the interior.
3. The flags size shall be a maximum of 18 square feet for the perimeter and 12 square feet for the
interior.
4. Rigid flags, secured on more than one side, are not permitted.
S. The flags may vary in color or have multiple colors, but fluorescent colors are not allowed.
6. Any wording on the flags shall -be limited to the name of the subdivision and/or name of the
developer. Flags which have a phrase or part of a phrase which is read on multiple or subsequent
flags shall not be allowed.
7. The flags shall be approved for a six month period then reviewed by the Community Development
Department and if in acceptable condition, granted an extension for up to six months.
8. There shall be no more than one flag per pole.
CCGT.102
9. The location of the flag pole shall be'relative to the height of the pole. The height of the pole is
determined at the grade of the property line. `
10. The structure of the pole shall be determined ,by the wind load and siie of the flag. Staff shall
supply applicants with the acceptable standards.,
Staff Comments
Based upon the Planning Commission's recommendation, the applicant's request cannot be .approved
without modification to conform to the above policies. That portion of the request -that needs to be
modified is:
a. Limited to 12 flags rather than 20.
b. The interior flag pole height shall be reduced from 30-feet to 16-feet.....
c. The square footage of the flag shall be reduced from 24-square feet to 12-square feet..
d. Each flag pole shall be limited to only one flag, not two as requested.
e. The flag can only be secured at the one location, not two as requested.
The options available to the Council are as follows:
1. Approve the request with modifications as recommended by the Planning Commission and subject
to the Findings and Conditions as recommended by staff;; ,
2. Deny the request.
J rjjH
an.
ad Development Director
. i
ATTACHMENTS: _
1. Location map ,
2. Letter from. J.M. Peters Company
3. ' Flag Exhibit `
{
CCGT.102
CIOND'I-'1RONS OF APPROVAL - RECOMMENDED
SPECIAL ADVERTISING DEVICE 94-053 (JM PETERS/OUTDOOR DIMENSIONS)
OCTOBER 18, 1994
FINDINGS:
1. = The proposed temporary on -site flags have been determined. to be exempt, Class 11;
Section 15311(a), from'the provisions of CEQA.
2. The conditions stated below are deemed necessary to protect the health, safety, and
welfare of the community.
3. The temporary advertising is consistent with the standards of the Municipal Code of
the .City of La Quinta.
CONDITIONS:
1.. The twelve (12) temporary flagpoles shall be allowed for a six month period which
shall expire on April 18, 1995. The applicant can apply for an extension to this
permit provided a written request is made to the Community Development
Department 30-days prior to the expiration of the permit. The Community
Development Department can extend the permit for an additional 180-day period if
the applicant's sales program is still active and the Conditions of Approval are being
met.
2. ' The temporary flags shall. be maintained in good condition while they are displayed.
Should the flags become torn or ripped they shall be removed *from the flagpoles and
replaced with new matching flags.
.3. The flags shall be installed pursuant to the exhibits on file with the Community
Development Department.
4. The final flags color shall be approved by the Planning Director prior to on -site
installation.
5. All flags shall be located on private property.
6. The maximum height of each flagpole shall be 16-feet.
CONAPRVL107
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:VA
Driving
Range
ATTACHMENT 1
POMELO `
38
LOT 13
t
17
0 O Flagpoles
O�
LOT 12 0
CLUB HOUSE
(Future) O Existing
36 Gol f
O Course
TR. 24890-1 O i
Existing Temp. O S
Clubhouse
Flagpoles
10 l i�
33 OOv s
It
32 O 0
31 1 13
30
I/
IS
25 16
X 12
Existing 21
Gol f .c. \ le
d 23 `
North Course �� 22 19
.e000
MANDARINA
n 12 13 n
SANDIA
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September 8, 1994
City of La Quinta
c/o Outdoor Dimensions
1818 E. Orangethorpe Avenue
Fullerton, CA 92631
Dear Sirs:
O
SEP 3 0 1994
CITY OF LA QuIN,P.
PLANNING CEPAP T M _ v
This letter is to confirm that Outdoor Dimensions of Fullerton, CA is appointed to act as
our agent in negotiations with the City regarding our request for the new hanging banner
displays. The reason that we feel that these new hanging banners are necessary is due to
the following problems:
A. Our model complex is located'deep into the project so it can be positioned next to
the golf course. There is no visibility of the models from Jefferson Boulevard.
B. The project has an appearance of not being open for business as you enter from
Jefferson Boulevard all the way up to the model location.
C. For a number of years, the project was under the control of RTC and the general
public was under the impression that the project was failing or in bankruptcy. To
overcome this totally incorrect impression, we feel it is vital to make the project
feel alive and vibrant with a festive and attractive display of banners. These
banners would tastefully portray the special features that are offered at this
project, including views of the golf course, mountains, new $'500,000 lake, and
new club house about to be constructed by KSL at the Citrus.
We have long been battling against a tarnished image that has detrimentally affected our
sales progress. We feel that the banners will substantially assist our marketing efforts and
will help our sales progress on this development. The end result will be increased closings
within the development and increased revenue to the City and local businesses.
We would very much appreciate your kind cooperation.
rs incerely,
Timothy E. Hamilton
Vice President Sales and Marketing
TEH:rm:riuuso9.os4
3501 Jamboree Road
Suite 200
P.O. Box 7150
Newport Beach
California 92658.7150
(714) 854-2500
FAX: (714) 854-8590
J.M. Peters Company. Inc.
is a publicly traded company
listed on the American Stock Exchange
AMEX/Symbol-JW
L —L-;M-
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JM PETERS I
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MEMORANDUM
TO: Jerry Herman, Planning Director
FROM: Greg Trousdell, Associate Planner
DATE: October 31, 1994
SUBJECT: JM Peters - Temporary Subdivision Flags
Special Advertising Device 94-053
On October 28th, Ms. Jana Roberts (Outdoor Dimensions) called to
inquire if she could appeal the City Council's review of her
request to have temporary subdivision flags at the Citrus Golf
Club. As you will recall, on October 18th the City Council
reduced the number of temporary flagpoles for her project from 20
to 8 based on the newly adopted flag policies they approved at
the meeting. She stated that she had been working on the
application for some time (i.e., property owner approval, etc.)
and she felt the City Council should have allowed their project.
to proceed under the old policy standards instead of the new
standards (e.g., 20 temporary flagpoles). She would like
another chance to present her project to the Council.
Please let me know what you would like me to do about her
request.
Thanks.
1
City of La Quinta
c/o Outdoor -Dimensions
1818 E. Orangethorpe Avenue
Fullerton, CA 92631
Dear Sirs:
kSEP3 0 1994
LA QUIN
G DEPARTMENT
.This letter is to . confirm that Outdoor Dimensions of Fullerton, CA is appointed to act as
our .agent :in -negotiations: with the City regarding' our request for the new hanging banner
displays..The reason that we feel that these new hanging banners are necessary is due to
the following problems:_
A. Our model complex is located deep into the project so it can be positioned next to
the golf course. There is no visibility of the models from Jefferson Boulevard.
B. The project has an appearance of not being open for business as you enter from
Jefferson Boulevard all the way up to the model location.
C. For a number of years, the project was under the control of RTC and the general
public was under the impression that the project was failing or in bankruptcy. To
overcome this totally incorrect impression, we feel it is vital to make the project
feel alive and vibrant with a festive and attractive display of banners. These
bannerswould tastefully. portray the special features that are offered at this
project, including views of the golf course, mountains, new $500,000 lake, and
new club house about to be constructed by KSL at the Citrus.
We have.long been battling against a tarnished image that has detrimentally affected our
sales progress. We feel that the banners will substantially assist our marketing efforts and
will help our sales progress on this.. development. The end result will be increased closings
within the development and increased revenue to the City and local businesses.
We would very much appreciate your kind cooperation.
urs incerely,
Iz
Timothy E. Hamilton
Vice President Sales and Marketing
TEH: rn1: Ci"so9.084
3501 Jamboree Road
Suite 200
P.O. Box 7150
Newport Beach
California 92658-7150
(714) 854-2500
FAX: (714) 854-8590
J.M. Peters Company, Inc.
is a publicly traded company
listed on the American Stock Exchange
AMEX/Symbol-JMP