SAPR 2018-0002, Amendment 4 - La Quinta Valley Plaza (2018) 78-495 Calle Tampico La Quinta, CA 92253 760.777.7000
August 17, 2018
Mr. Phillip Lee
Realty Land
3701 Wilshire Blvd. #880
Los Angeles, CA 30010
SUBJECT: SIGN PROGRAM AMENDMENT 2018-0002 (SA 2003-735
AMD 4)
LA QUINTA VALLEY PLAZA
Dear Mr. Lee:
The Design and Development Department has reviewed and approved your
request for an amendment to the sign program at La Quinta Valley Plaza,
located on the northwest corner of Dune Palms Road and Highway 111. The
approval is subject to Conditions of Approval attached to the staff report.
The appeal period for this decision is 15 days and will end on Saturday,
September 1, 2018
Should you have any questions, please feel free to contact me at (760) 777-
7069.
Sincerely,
Carlos Flores
Associate Planner
Enclosures:
o Staff Report with Conditions of Approval
STAFF REPORT
DATE: AUGUST 17, 2018
CASE NO: SIGN PROGRAM AMENDMENT 2018-0002 (SA 2003-
735 AMENDMENT 4)
APPLICANT: SIGNARAMA
PROPERTY OWNER: SIGNARAMA
REQUEST: APPROVE A SIGN PROGRAM AMENDMENT FOR LA
QUINTA VALLEY PLAZA, AND FIND THE PROJECT
EXEMPT FROM THE CALIFORNIA ENVIRONMENTAL
QUALITY ACT
CEQA: THE PLANNING DIVISION HAS DETERMINED THAT
THIS PROPOSAL IS CATEGORICALLY EXEMPT FROM
ENVIRONMENTAL REVIEW PURSUANT TO
PROVISIONS OF SECTION 15301 OF THE
CALIFORNIA ENVIRONMENTAL QUALITY ACT (CEQA),
IN THAT THIS PROPOSAL INCLUDES ON-PREMISE
SIGNS.
LOCATION: NORTH SIDE OF HIGHWAY 111 APPROXIMATELY 100
FEET WEST OF DUNE PALMS ROAD
EXECUTIVE SUMMARY
•The applicant proposes to amend the La Quinta Valley Sign Program
(Program) to allow for an additional center identification sign on the
west elevation of a building.
BACKGROUND
La Quinta Valley Plaza is a commercial center consisting of six freestanding
buildings, north of Highway 111 approximately 100 feet west of dune palms
road. The center was originally approved under Site Development
Permit 2003-761 and the original Program was approved in December
2003. Three amendments were subsequently applied for; the first
amendment was approved in February 2005 and allowed for single-tenant
buildings to have a maximum of three building-mounted signs, a
second amendment was withdrawn by the applicant, and a third
amendment was approved in May 2008 and allowed an additional
freestanding center identification sign with additional tenant names.
PROPOSAL AND ANALYSIS
The applicant requests an amendment to the Program in order to allow for a
building mounted center identification sign on the west elevation of building
#6 (Attachment 1). The proposal includes placing a 50 square foot
illuminated channel letter sign on the west elevation to increase visibility for
the commercial center. The commercial center currently lacks visibility off
Highway 111 due to limited frontage and access points off Highway 111.
The program currently allows tenants to place signs on the west elevation
and this amendment would allow the commercial center to place an
identification sign in the same location a tenant sign could be placed. Given
the orientation and location of the commercial center, the additional center
identification sign would be allowed to overcome a disadvantage and to
increase visibility for patrons traveling eastbound on Highway 111. The new
sign would be in character with the design of the existing signs and would be
reviewed against the same development standards of the existing signs.
ENVIRONMENTAL REVIEW
The Design and Development Department has determined that this project is
exempt from environmental review pursuant to Section 15301 (Existing
Facilities) of the California Environmental Quality Act in that the proposed
project includes on-premise signs.
Report prepared by: Carlos Flores, Associate Planner
Attachment: 1. Proposed Sign Program Amendment
CONDITIONS OF APPROVAL - APPROVED AUGUST 17, 2018
SIGN PROGRAM AMENDMENT 2018-0002 (SA2003-753, AMENDMENT 4)
LA QUINTA VALLEY PLAZA SIGN PROGRAM AMENDMENT
Page 1 of 2
Page 1 of 2
FINDINGS
1. Consistency with General Plan
The project site is designated Regional Commercial on the General Plan
land use map and the proposed sign program amendment further promotes
Regional commercial uses at the center.
2. Consistency with Zoning Code
Sign program amendments are authorized by the Zoning Code and the
proposed sign program amendment is consistent with the purpose and
intent of Chapter 9.160.
The sign program amendment is in harmony with and visually related to:
a. All signs within the planned sign program, via the incorporation of
several common design elements such as materials, letter style, colors,
illumination, sign type or sign shape. The new center identification sign
would be similar in design with the existing tenant signs.
b. The buildings they identify. This may be accomplished by utilizing
materials, colors, or design motif included in the building being
identified. The amendment allows for more identification of the
commercial center.
c. Surrounding development. Implementation of the planned sign program
will not adversely affect surrounding land uses or obscure adjacent
conforming signs.
The sign program amendment would allow an additional center
identification sign in order to overcome a disadvantage as a result of the
orientation and location of the commercial center and to increase visibility
for patrons traveling eastbound on Highway 111.
The sign program allows additional area in order to:
a. Overcome a disadvantage as a result of an exceptional setback between
the street and the sign or orientation of the sign location. The location of
the building lacks frontage off Highway 111 and is oriented to face west
and east instead of north and south.
b. Allow a sign compatible with other conforming signs in the vicinity. The
new sign will be similar in design with the other tenant signs on the
building.
c. Establish the allowable amount and location of sign when the street
frontage is excessively narrow in proportion to the average width of the
CONDITIONS OF APPROVAL - APPROVED AUGUST 17, 2018
SIGN PROGRAM AMENDMENT 2018-0002 (SA2003-753, AMENDMENT 4)
LA QUINTA VALLEY PLAZA SIGN PROGRAM AMENDMENT
Page 2 of 2
Page 2 of 2
lot. This center identification sign allowed on the west elevation will
increase visibility to patrons traveling eastbound on Highway 111.
The sign program allows alternative locations to transfer center
identification to a wall. The alternative location is necessary to overcome a
disadvantage caused by an unfavorable orientation of the front wall to the
street.
3. Compliance with California Environmental Quality Act (CEQA)
The Design and Development Department has determined that this project
is exempt from environmental review pursuant to Section 15301 of the
California Environmental Quality Act in that the proposed project can be
characterized as an existing facility.
4. Surrounding Uses
As conditioned, approval of the application will not create conditions
materially detrimental to the public health, safety and general welfare or
injurious to or incompatible with other properties or land uses in the
vicinity. The proposed sign program amendment design elements are
consistent in size and scale with the existing signage in surrounding
commercial centers.
GENERAL
1. The applicant agrees to defend, indemnify and hold harmless the City of La
Quinta (“City”), its agents, officers and employees from any claim, action
or proceeding to attack, set aside, void, or annul the approval of this Sign
Program Amendment. The City shall have sole discretion in selecting its
defense counsel. The City shall promptly notify the applicant of any claim,
action or proceeding and shall cooperate fully in the defense.
2. Any changes to the sign program, including sign size, sign placement
and/or sign design, will require a sign program amendment application to
be filed with the Design and Development Department.
3. The applicant must comply with all conditions of approval from Sign
Program 2003-735, Amendments 1, 2, and 3.
ATTACHMENT 1
PLANNING APPROVAL
ADMINISTRATIVE
CASE# ____________________
EXHIBIT# ____________________
INITIAL cflores
DATE 08/17/2018 10:04:19 AM
SAPR2018-0002
(SA2003-753, AMD 4)
& 4
Section F. (a) proposed as part of Amendment 4 (2018).
PLANNING APPROVAL
ADMINISTRATIVE
CASE# ____________________
EXHIBIT# ____________________
INITIAL cflores
DATE 08/17/2018 10:05:20 AM
SAPR2018-0002
(SA2003-753, AMD 4)