SA 98-141690
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BASCOM AVENUE SA 98-14
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CITY of CAMPBELL
Community Development Department Current Plammne
Mr. Frank Ashton July 15, 1998
Whole Foods
1550 Bryant Street
Suite #400
San Francisco, CA 94103
RE: SA 98-14 — 1690 S. Bascom Avenue — Whole Foods market
Dear Mr. Ashton:
Please be advised that at its meeting of July 14, 1998, the Planning Commission approved a
Sign Application for a Sign Exception to allow one additional 64 square foot round logo wall
sign and a minor expansion of an existing wall sign for Whole Foods market located on the
above -referenced property. A copy of the stamped approved plans are enclosed.
This approval is effective in ten days, unless appealed in writing to the City Clerk. The time
within which judicial review of this decision must be sought is governed by California Code of
Civil Procedure, Section 1094.6.
If you have any questions, please do not hesitate to contact me at (408) 866-2140.
Sincerely,
Aki R. Irani
Planner I
cc: Vern Burgess
Otsen Signs & Graphics
461 Willow Glen Way
San Jose, CA 95125
Aetna Life Insurance Co.
c/o Hunter Properties
20725 Valley Green Drive
Cupertino, CA 95014
Frank Mills, Senior Building Inspector
Sharon Fierro, Senior Planner
File
Ep0ig9YRrrt Street Campbell, California 91008 141a "1 408 866 2140 tAt 408 866 8341 MD 408. 866.1790
Attachment No. I
FINDINGS FOR APPRON AL OF FILE NO. SA 98-14
SITE ADDRESS: 1690 S. Bascom Avenue
APPLICANT: Frank Ashton on behalf of Whole Foods
P.C. MEETING: July 14, 1998
Findings for -N roval of an exception to the sign ordinance and Sign Program for the Hamilton Plaza
Shoo2ing Center to allow the installation of a 64 square foot round too sun and a minor expansion of
n existing all sign for the Whole Foods grocery market
The Planning Comrtussion finds as follows with regard to File No. SA 98-14:
1. The proposed 64 square foot round logo sign and the expanded "Market" sign below the "Whole
Foods" sign are architecturally compatible with existing approved signs on the but ding and with
other signs +tthin the shopping certer, and are consistent with the approved Sign Program for the
Hamilton Plaza Shopping Center.
2. The proposed size of the signs are proportional to the building.
3. The proposed logo sign and expanded "Market" sign promote the economic viability of the City by
^wviding adequate identification and visibility of the recently expanded busmess, and would also
bc. t serve :he public welfare and be in keeping with the principles and purposes of the City's sign
ordinance
4. The subject site would best Lie served by the additional sign and sign area to allow additional
visibility of the market given the 280 foot distance of the market from S. Bascom Avenue.
Based on the foregoing firdings of fact, the Planning Commission further finds and concludes that:
1. The proposel logo sign and expanded 'Market" sign are consistent with the General Plan and Zoning
designations far the site with approval of a sign exception.
2. The grocery market use would not be adequately identified without approve! of the additional logo
sign and expanded "Market" sign.
3. The proposed signage will not be detrimental to the public welfare or persons in the neighborhood or
the City as a whole.
4. The proposed signage will ,ot unnecessarily detract from the public health, safety and welfare and
are not indecent or offensive ;o the senses.
Attachment .Wo.7
CONDITIONS OF APPROVAL FOR FILE NO. SA 98-14
SITE ADDRESS: 1690 S. Bascom Avenue
APPLICANT: Frank Ashton, on behalf of Whole Foods
P.C. MEETING: July 14, 1998
The applicant is hereby notified, as pat of this application, that he/she is required to meet the
following conditions in accordance with the Ordinances of the City of Campbell and the State of
California. Additionally, the applicant is hereby notified that he/she is required to comply with all
applicable Codes or Ordinances of the City of Campbell and the State of California that pertain
to this development and are not herein specified.
Avyroved Plans: Approval is granted for an exception to the sign ordinance to modify the
existing Sign Program to allow an additional wall sign (a 64 square foot round logo sign) and
the expansion of the "'Market" wall sign below the existing "Whole Foods" wall sign (an 88
square foot "Whole Foods Market" sign) above the entrances of the Whole Foods grocery
market located on property at 1690 S. Bascom Avenue. Approval shall substantially comply
with the plans as submitted, except as herein modified by the Planning Commission.
Building Division Reouimments: Applicant shall comply with all Building Code
requirements and obtain necessary permits as determined by the Building Division.
._: -8 ALE '-VT PIP, P. 632 03
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Planning Commission Minutes of July 14. 1998 Page 7
Motion: Upon motion of Commissioner Gibbons, seconded by Commissioner Meyer -
Kennedy, the Planning Commission adopted Resolution No. 3170 approving
a Modification (M11 98-09) to the side yard setback requirements to allow a
second story addition to a residence on property located at 1171 Fewtrell
Avenue, by the following roll call vote:
AYES: Gibbons, Jones, Lindstrom, Meyer -Kennedy
NOES: None
ABSENT: Francois, Kenrns, Lowe
ABSTAIN: None
Acting Chair Jones read .Agenda Item No. 4 into the record
4. SA 98-14 Hearing to consider the application of Mr. Frank Ashton, on
Ashton. F. behalf of Whole Foods, for approval of a Sign Application (SA
98-14) to -,;low an additional wal! sign for an existing grocery
store (Whole Foods) on property located at 1690 S. Bascom
Avenue in a C-2-S (General Commercial) Zoning District.
This project is Categorically Exempt. Planning Commission
decision final, unless appealed in writing to the City Clerk
within 10 days.
Aki Irani, Planner 1, presented the staff report as follows:
• Advised that t'ie applicant is seeking approval for a second wall sign and the minor
expansion of an existing wall sign.
• The project site is on the southeast comer of S. Bascom Avenue and E. Hamilton Avenue.
+ This application would modify the existing sign program for the shopping center.
• This business recently expanded its space and seeks to install a logo sign above the southern
entrance of the market.
• Staff finds the proposed signage consistent and compatible with the sign program.
• Stafirecommends approval.
• Advised that the applicant is unable to be present and asked that if any issues arise that
prevent approval this evening, that the Commission continue this item to the next meeting.
Commissioner Gibbons presented the Site and Architectural Review Committee report as
follows:
• SARC considered this application on June 23rd, without a yoorum, but was supportive.
Motion: Upon motion of Commissioner Meyer -Kennedy, seconded by Commissioner
Gibbons, the Planning Commission approved a Sign Application (SA 98-14)
to allow an additional wall sign and expansion of an existing wall sign for an
existing grocery store (Whole Foods) on property located at 1690 S. Bascom
Avenue,(4-0-3)
rrEM NO.4
STAFF REPORT - PLANNING COMMISSION MEETING OF
JULY 14, 1998
SA 98-14 Hearing to consider the application of Mr Frank Ashton, on behalf of Whole
Ashton,F. Foods, for approval of a Sign Exception (SA 98-14) to allow one (1)
additional wall sign and a minor expansion of an existing sign for the Whole
Foods grocery market on property located at 1690 S. Bascom Avenue in a C-
2-S (General Commercial) zoning district.
STAFF RECOMMENDATION
That the Planning Commission take the following action:
I. Approve a Sign Exception to allow a modification to a previously -approved Sign Program for the
Hamilton Plaza Shopping Center to allow one 11) 64 square foot round logo wall sign and a minor
expansion of an existing "Whole Foods Market" wall sign for the Whole Foods grocery market,
based upon the attached findings and subject to the attached conditions of approval.
PROJECT DATA:
Whole Foods
Tenant space: 22,652 sq. ft.
Lineal Frontage: 204 feet
Distance from street: 280 feel (approximately)
(from S. Bascom Ave.)
Sitmaae
Total existing sign area: 90.5 sq. ft.
"Whole Foods Market' wall sign: 86 sq. ft.
"Whole Foods Market'sign: 4.5 sq. ft.
(within the multi -tenant shopping center monument sign)
Total proposed sign area: 156.5 sq. ft.
"Whole Foods Market" wall sign: 88 sq. It.
"Whole Foods" round logo sign: 64 sq. ft.
"Whole Foods Market" sign: 4.5 sq. ft.
(within the multi -tenant shopping center monument sign)
Existing % of sign area/lineal frontage: 44%
Proposed % of sign area/]ineal frontage: 76.7%
DISCUSSION
Applicant's Proposal:
The applicant, Frank Ashton of Whole Foods, is requesting approval of a Sign Exception to modify the
existing Sign Program for the Hamilton Plaza Shopping Center to allow the installation of one (1) 64
square foot round logo "Whole Foods' wall sign and an expanded "Market" sign underneath the existing
"Whole Foods" wall sign in conjunction with the recently established expansion of the market. Whole
Foods is in the northern portion of the Hamilton Plaza shopping center, located at the southeast corner of
Fast Hamilton Avenue and S. Bascom Avenue. Whole Foods is one of the shopping center's anchor
tenants.
Staff Report - Planning Commission Meeting of July 14, 1998
SA 98-14 - 1690 S. Bascom Avenue
Protect Background: On October 28, 1997. the Planning Commission approved a Modification to a
previously -approved Use Permit (M 97-15) to allow an expansion of the Whole Foods grocery market.
The expansion allowed the addition of 9,000 square feet of interior tenant space for the market
(previously occupied by two other minor tenants in the shopping center) and a 1,300 square foot
warehouse addition at the back of the market. The expansion allowed the increase of lineal business
frontage along S. Bascom Avenue from approximately 95 feel to 204 feet.
ANALYSIS
Sign Ordinance Requirements Under Section 21.53.090(D), each commercial business is permitted one
( 1) wall sign with a size no greater than one square foot of sign area for each linear foot of business
frontage, with a ntaximum sign area of 50 square feet and one (1) freestanding sign per parcel of land or
commercial center. Signage which is consistent with these standards may be approved administratively
by the Community Dc.,lopment Director. However, sign proposals which exceed the permitted number
and size of signs per the sign ordinance must be considered by the Planning Commission for approval.
A Sign Program for additional signs and sign area for the shopping sc tier was approved by the Planning
Commission in 1991 which permitted one ( I ) wall sign and an additional slot in the shopping center
monument sign for the Whole Foods grocery market te�anl (formerly Bread of Life).
Sign Proposal: The applicant is requesting the additional Signage to provide additional visibility of the
grocery market given the recent expansion of the market and the length} distance of the grocery market
from S. Bascom Avenue. The market is located approximately 280 feet from S. Bascom Avenue, which
contributes to the difficulty of the visibility of the market from the street. The additional Signage is also
requested to promote attention to the addition of a second entrance to the market.
The sign exception application is a request to move the existing "Whole Foods Market" wall sign located
over the existing southern entrance of the market to an area over the northern entrance of the market, and
to install a 64 square foot round "Whole Foods' logo sign over the southern entrance. The southern
entrance has a more prominent entrance enhanced by architectural features including a metal lower
element. The applicant also requests a minor expansion of the "Market" portion of the existing wall sign
to allow the sign to fi( underneath the Whole Foods" portiot, of the sign. The expanded "Market" sign
will add only two (2) additional square feel to the existing wall sign.
The round logo sign will be an internally illuminated single -face wall sign and will include a depiction of
a man tending to his farm. The letters and outline of the depiction will he black and various colors will
be used to fill in the depiction (i.e. yellow for the sun, green for the crops, etc.).
The existing "Whole Foods" sign consists of internally illuminated channel letters with green color
facing. The "Market" portion of the sign will match the existing sign, which has a green background and
while lettering.
Staff has reviewed the proposed Signage and finds that the design of the additional logo sign and
expanded "Market" portion of the wall sign is consistent and architecturally compatible with the Sign
Program and other signs in the shopping center, and th-I the proposed size of the signs are proportional to
Staff Report — Planning Commission Meeting of July 14, 1998
SA 98-14 — 1690 S. Bascom Avenue
Page 3
the building and appropriate given the distance of the market to S. Bascom Avenue. The existing signs
in the center are primarily internally illuminated signs, which is consistent with the proposed signage for
Whole Foods.
Comparison with other grocery markets. Upon comparison of the proposed Whole Foods signage with
other approved signage at grocery markets in the City, the proposed Whole Foods signage is consistent
with signage at other grocery markets in the City. The proposed Whole Foods signage has a sign
area/lineal frontage ratio of 76.7%. The Nob Hill grocery market located at the Kirkwood Plaza on W.
Campbell Avenue was granted a sign exception and has a ratio of 76%. The Safeway grocery market
located an Winchester Blvd. and Budd Avenu has an approved sign area/lineal frontage ratio of 108%.
Staff is supportive of the applicant's request for the additional logo sign and expanded "market" sign
given the consistency with other grocery market approvals for additional signage and sign area, and the
lengthy 280 foot distance of the market from S. Bascom Avenue.
SITE AND ARCHITECTURAL REVIEW
The Site and Architectural Review Committee meeting was held on June 23, 1998 with the presence of
one Planning Commissioner. Although a formal SARC recommendation could not be made without a
quorum, the Planning Commissioner who was present at the meeting expressed support for the Sign
Exception as proposed.
Attachments:
1. Findings for approval of SA 98-14
2. Conditions of approval for SA 98-14
3. Exhibits
4. Location Map
Submitted by:
Aki R. Irani, Planner I
Approved by:
Sharon Fiemo, Senior Planner
Attachment No. 1
FINDINGS FOR APPROVAL OF FILE NO. SA 98-14
SITE ADDRESS: 16" S. Bascom Avenue
APPLICANT: Frar' Ashton on behalf of Whole Foods
P.C. MEETING: Jul, , 1998
Findings for Approval of an exception to the sign ordinance and Sign Program for the Hamilton Plaza
Shopping Center to allow the installation of a 64 square foot round logo sign and a minor expansion of
an existing wall sign for the Whole Foods grocery market
The Planning Commission finds as follows with regard to File No. SA 98-14:
1. The proposed 64 square foot round logo sign and the expanded "Market" sign below the "Whole
Food:' sign are architecturally compatible with existing approved signs on the building and with
other signs within the shopping center, and are consistent with the approved Sign Program for the
Hamilton Plaza Shopping Center.
2. The proposed si-c of the signs are proportional to the building.
3. The proposedi logo sign and e.panaea W.'arket" sign promote the economic viability of the City by
providing adequate identification and visibility of the recently expanded business, and would also
best serve the public welfare and be in keeping with the principles and purposes of the City's sign
ordinance.
4. The subject site would best be served by the additional sign and sign area to allow additional
visibility of the market given the 280 foot distance of the market from S. Bascom Avenue.
Based on the foregoing findings of fact, the Planning Commission further finds and concludes that:
I. The proposed logo sign and expanded "Market" sign are consistent with the General Plan and 'Zoning
designations for the site with approval of a sign exception.
2. The grocery market use would not be adequately identified without approval of the additional logo
sign and expanded "Market" sign.
3. The proposed signage will not be detrimental to the public welfare or persons in the neighborhood or
the City as a whole.
4. The proposed signage will not unnecessarily detract from the public health, safety and welfare and
are not indecent or offensive to the senses.
Attachment No.2
CONDITIONS OF APPROVAL FOR FILE NO. SA 98-14
SITE ADDRESS: 1690 S. Bascom Avenue
APPLICANT: Frank Ashton, on behalf of Whole Foods
P.C. MEETING: July 14, 1"8
The applicant is hereby notified, as part of this application, that he/she is required to meet the
following conditions in accordance with the Ordinances of the City of Campbell and the State of
California. Additionally, the applicant is hereby notified that he/she is required to comply with all
applicable Codes or Ordinances of the City of Campbell and the State of California that pertain
to this development and are not herein specified.
Approved Plans: Approval is granted for an exception to the sign ordinance to modify the
existing Sign Program to allow an additional wall sign (a 64 square foot round logo sign) and
the expansion of the "Market" wall sign below the existing "Whole Foods" wall sign (an 88
square foot "Whole Foods Market" sign) above the entrances of the Whole Foods grocery
market located on property at 1690 S. Bascom Avenue. Approval shall substantially comply
with the plans as submitted, except as herein modified by the Planning Commission.
Building Division Requirements_ Applicant shall comply with all Building Code
requirements and obte n necessary permits as determined by the Building Division.
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SAN JOSE, CA 95125 FAX: (400) 267-5505
1690 S. Bascom Avenue — SA 98-14
Proiect Summary
Existing signage: 86 square feet ("Whole Foods Market")
Proposed signage: 88 square feet ("Whole Foods' with expanded "Market")
64 square feet (Circular logo)
152 square feet
Freestanding sign for Hamilton Plaza: 4.5 sq. R.
152/204 = 74.5 % sign/frontage
156.5/204 = 76.7% sign/frontage
Nob Hill has 7 6 ' sign/frontage
Safeway has 103% sign/frontage
Whole Foods has expanded their frontage for a total frontage of 204 linear feet.
Previous frontage was 96 linear feet.
Expansion took ovt- two tenant previous tenant spaces.
65% of 204 linear feet = 132.6 square feet
Building is set back approximately 265 feet from the street.
CITY OF CAMPBELL
Community Development Department Current Planning
June 17, 1998
Re: SA 98-14 - 1690 S. Bascom Avenue - Whole Foods
Dear Applicant:
Please be advised that the above -referenced application has been scheduled for the following
meetings:
Site and Architectural Review Committee Meeting
Date: Tuesday, June 23, 1998
Time: 6 50 p.m.
Location: Doetsch Conference Room, City Hall, 70 N. First Street, Campbell
Planning Commission Meeting
Date: Tuesday, July 14, 1998
Time: 7:30 p.m.
Location: City Hall Council Chambers, 70 N. First Street, Campbell
Should you have any questions or comments, please do not hesitate to contact me at (408) 866-
2140.
Sincerely. Aa „ ,
Aki Irani
Plai ner I
cc: Frank Ashton/ Whole Foods (Applicant) Olsen Signs (Sign Company)
1550 Bryant Street, #400 461 Willow Glen Way
San Francisco, CA 94103 San Jose, CA 95125
Aetna Life Insurance Co.
c/o Hunter Properties
20725 Valley Green Drive
Cupertino, CA 95014
70 North Fint Street Campbell, California 98008. 1413 M 408 866. 2140 FAx 408,866. 8381 too 408. 966.2790
L t 19
File No.
Sign
Application.
Planning Depanment 70 N—h F t Soeet "amp6el1. Cahf m 95008 (408) 866-2140
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BUSINESSNAME: 6611(e
ADDRESS: , D _S4A
TELEPHONE:( )
CITY/STATE: __L!A:j1,0A e ZL
ZIP:
TYPE OF BUSINESS: _ F-001)-Tc'tQ;5--
ZONING
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APPLICANT: ix;"m C7 ���,%�� i
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ADDRESS: S�� h/.'L•A1 T S i . �`�/p 0
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TELEPHONE: HD�i SS/-G� 512/
CITY,'STATE-- F,
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PROPERTY OWNER. ' /Y Cfd, •
ADDRESS: CJ S LS{n
TELEPHONE.: (--I ,SS-�d
CITY/STATE: _ ��T CJj `�
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SIG` COMPANY:SCa;lu
ADDRESS: LC.�iIZ-L OCb� /AF � �f
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CITY/STATE : �_�4sm._� PTO %�� , C'%
ZIP: -/ Z. S
In accordance with Sections 21.53.W ' ind 21.53,110 of the City of Campbell Municipal Code, the undersigned hereby
makes application for approval of the -`.;hed sign plans and agrees to abide by the Sign Regulations of the City and the
Conditions of Approval for this application.
' Z n /v X
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Appl cam's Sign trc Date
er's St a Date
FOR OFFICE USE ONLY
❑ Approved as Presented:
❑ Conditionally Approved:
❑ Denied:
by:
to, ^teve Piasecki, AICP, Community Development Director Date
Rvsd. 6/24197
Pr—,ftFile Nm A T
To: City Clerk
Please c 1.1 and receipt
.
for the fo.wmg monies.
1 - C A C:rJ M
Mir
niM
1. hilliL
A. 1 a acres - General Plan Amendment
AIdO1 —
$4,425
Zone Change
4,425
Planned Development Permit
4A25
EIR Review
4•425
B. 0.1 acre General Plan Amendment
3,2225
Zone Change
3,225
Planned Development Permit
3,225
EIR Review
3=5
If. Minor.
A. Subdivision Map (5- lots)
3,225
Site and Architectural 10+ K S.F.
Z150
Tentative Parcel Map (4<Lotsl
2,150
B. Site and Architectural 0-10 K S.F.
1550
Variance (Non-residential)
1,5%
Text Amendmesnts
1550
Use Permit
IS50
111. Mir-e!lanemua:
A. Variance (Residential)
960
Modifications of Approval
%0
Modification PD Permit
%0
Reinstatements
%0
W)
Revised Development Schedule
Extensions of Time
960
B. Lot Line Adjustments
%0
Site and Architectural (Res.) (Each House)
120 ..
120
_. INgns (Each Sign)
—
120
Fence Eueption
120
Promotional Events
C. Appeals
0 --
0
Downtown Development Permit
Historic Preservation Zone, Use Permit, HP
Permit 0
IV, Cther: 6.25
Maps IF 00 --
General Plan Text
Zoning Ordinance 22
copies (per page)
Refundable Deposit - Account 2203
Fire Deparlrnent Review - Account 01.303.3322
Architectural Approval so
190
Project Plan Review
Subdivision IOD+ 10 per lot/unit
Park Impact Fee - Account 295535A920 \` CM rGD
i p
For City Clerk Only: Rece"NO- JUM sap
An""
Waived
`� CfT1CCLERK'SOFF!C
Exception for Major Projecs: It Is anticipated that the application processing costs of
selected major projects will significantly exceed the above fees. In these cases, the
Community Development Director may collect a deposit and charge actual time spent to
process the application based upon current hourly rates.
Note Adopted by Resolution No. 8841 by City Council, City of Campbell, 6/20/95