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 City of Hermosa Beach --- 07-21-98SUBJECT: MURAL
LOCATION: 2 HERMOSA AVENUE
APPLICANT: DAWN TO DUSK LIQUOR / PEPSI COLA CO.
REQUEST: TO ALLOW A MURAL AS AN EXCEPTION TO SIGN AREA REQUIREMENTS AND TO ALLOW A COMMODITY IDENTIFICATION SIGN WITHIN SAID MURAL
Recommendation Direct staff as deemed appropriate by minute order.
Background/ Analysis The subject mural is proposed for the west side of the building facing Hermosa Avenue and measures approximately 7' high by 13' wide. The attached photo-copy of the artists rendering shows the subject mural which is an image of the beach and pier. The subject business already has a permitted wall sign which has not been installed (30 sq. ft.) and a double face monument sign (36 square feet total) for a total of 66 square feet. Based on the building frontage a total of 120 square feet of sign could be permitted.
The Zoning Ordinance defines Mural as a "pictorial representation not specifically identifying goods or services offered on the premises." Also, Section 17.50.130 lists Mural as a permitted style of sign in the C-2 zone, stating that the Planning Commission may waive total sign area requirements in its review of murals. The large area covered by the mural (91 square feet) would be well in excess of allowed sign area for the property.
The subject mural while predominantly a pictorial/artistic representation, contains commodity identification ("Mountain Dew") two places within the image. This is not consistent with the definition of mural, unless the Commission is willing to allow a commodity identification sign area within the mural image. The subject commodity identification area within the mural is approximately 3 square feet. Based on the building frontage and the allowance for 10% of total sign area for commodity identification for beverages, 12 square feet of commodity identification could be permitted if the Commission allows it within the mural image. Otherwise any commodity sign area would have to be incorporated into the monument sign or wall sign already on the premises, or placed in window signs, which is allowed by the Sign Ordinance. Window signs advertising commodities currently on display appear to already exceed 12 square feet.
The Commission should also consider the potential precedent that might be set by approving commodity signs within a mural.
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