GOAL AND OBJECTIVES

Goal

The goal of the Chula Vista Bayfront Sign Program is to control signs – eliminating those which are obtrusive and encouraging those that are creative and interesting while establishing a sense of place for the area.

Objectives

1. To establish guidelines and criteria for all signs within the Chula Vista Bayfront Redevelopment Project area.

2. To establish a Planning Commission charged with the following tasks:

(a) to make decisions regarding appropriateness of private signs;

(b) to preserve the integrity of the Bayfront; and

(c) to encourage creative sign design.

3. To encourage vitality within a development through the use of sign design.

4. To avoid the proliferation of private business signs along the freeway.

5. To incorporate into the design of public signs the elements of the bayfront logo.

6. To promote bayfront development progress, special events, and to identify, discreetly but effectively, new businesses coming into the area.

7. To assure equality in sign impact.

8. To establish “Bayfront” identity through a cooperative program with Caltrans.

DESIGN REVIEW

The City of Chula Vista’s Planning Commission shall review all parts of the bayfront project – the architecture, landscaping proposals, and each sign proposed for the area. This mechanism will ensure the regulation and control needed to create a distinctive atmosphere for the bayfront.

Chula Vista Planning Commission – Appointed

The Chula Vista Planning Commission has been appointed to function as the Planning Commission herein described and has been charged with the responsibility of interpreting and applying sign design guidelines contained in this document. The board is specifically directed to encourage creative sign design and diversity. The City Council shall retain ultimate authority for fair and equitable application.

Submittal and Review Procedures

Submittal of a complete program of all desired signs shall be required for every development proposed within the bayfront. Sign plans should be submitted coincidentally with development plans scheduled for architectural review.

The minimum submittal shall include a plot plan with property lines, building footprints, curb and center lines of adjacent streets, building and sign elevations, and location of each proposed sign. Each sign will be drawn to scale indicating colors, materials, typestyles, dimensions of lettering, copy areas, sign height and width, methods and intensity of lighting, and means of installation.

The Planning Commission has established its own requirements and procedures for submittals and has the discretion to change these from time to time as it deems necessary.

The Planning Commission also has the authority to allow an individual project to deviate from established guidelines if the character of the bayfront will be enhanced by its action.

GUIDELINES: IN GENERAL

Design Intent and Rationale

This sign program strives to ensure that graphics in general, and each sign in particular, becomes a viable, integral part of the concept of Chula Vista bayfront redevelopment. The intent of this program is to establish a format for imaginative sign design which is appropriate for the bayfront.

Every effort must be made to create graphic identifications that are integral and consistent with the bayfront theme and with the architecture of each particular project. Graphic identifications which are symbolic of the business or service rather than standard “letter copy” are encouraged, i.e., logo. The design of signing for a project within this area should consider using pictorial imagery in combination with well-considered typefaces, spacing, colors, and material. (Refer to Exhibit Two for rule of good sign design.)

Two-Phase Program

Because the needs of businesses in the bayfront will be different in its early stages and in the final development, guidelines have been adopted to accommodate their needs during both these phases. During the interim phase (early in bayfront development), developments will receive liberal signing.

Once the bayfront is sufficiently developed, the need for abundant signing will be lessened because the bayfront’s identity will be established and will help to attract business traffic. A more “low-key” sign program has been adopted for the final development phase.

The Influence of Bayfront Topography

The general topography of the bayfront is flat and open. The natural color of the area is muted. Therefore, signing must be discreet in order to avoid an overwhelming impact.

A.    Low-Key Sign Program

These guidelines establish a sign program which is “low-key.” Signs are intended to be adequate for identification, but not for advertising. Harmony of materials, textures, forms, colors, scale, and feeling is intended for the Chula Vista Bayfront Redevelopment Project.

The Necessity for Size Regulation

Uniform sign parameters are created to ease competition among private interests. This assures more equal distribution of the right to identify a place of activity.

Height Limitation

The eight-foot height limitation proposed in this criteria is in accordance with the intent of the California Coastal Commission’s guidelines, and also maintains a sense of scale to bayfront topography and the intent of achieving a “low-key” sign program.

Roof Signs

Signs mounted on the roofs or mechanical penthouses of any building are prohibited. Such signs violate the intended bayfront scale and are not in keeping with a distinctive bayfront sign program.

Ground Signs Encouraged

Low ground signs are encouraged. They should be integrated with the landscape, complementary to the architecture, incorporated into retaining walls or other landscape features. The objective is to reduce visual clutter.

Wall Signs

Wall signs must be compatible with and proportionate to the architecture, and maintain harmony of materials and form. The purpose of these signs is to identify the business or private development; whole wall areas are not intended to be “read” as sign structures or sign backgrounds. Only one wall sign shall be visible at one time.

Support Structure

Support structures should be integral parts of entire sign design and have aesthetic as well as structural importance.

Lighting

Lighting methods should be considered a part of each sign. The intensity and color of light should be harmonious with the building architecture and sign design. In any lighted sign, the intensity should be no more than that required for nighttime reading, flashing/strobe light shall not be used. Signs must be modified after installation if lighting proves too intense.

Guideline Jurisdiction

The guidelines specified herein shall govern signs within the Chula Vista Bayfront Redevelopment Project. Since every possibility cannot be anticipated by this report, details which might be omitted shall be governed by the Chula Vista Zoning Ordinance. Where there is a conflict between the Bayfront Redevelopment Sign Program and the Chula Vista Zoning Ordinance, the more restrictive regulation shall govern.

Restrictions and Prohibited Signs

The following signs shall be prohibited or restricted as noted:

a. Pole signs.

b. Flashing, oscillating, animated or moving signs, or signs with moving parts shall be prohibited.

c. The use of fluorescent-type paints is prohibited.

d. Signs advertising goods shall be prohibited.

e. All billboard signs shall be prohibited.

f. Temporary signs, banners, sale notices, etc., shall be displayed behind the glass of the structure.

The Planning Commission shall establish requirements and procedures for submittals.

New Signs

The sign owner shall be responsible for the fulfillment of all requirements of these criteria. Conformance will be strictly enforced and nonconforming or unapproved signs or any part thereof shall be brought into conformance at the expense of the owner.

Existing Signs

Existing (nonconforming) signs shall be brought into conformance either:

(1) when any change of land use occurs, or

(2) by the final development phase, or

whichever occurs first.

Approvals for signs and their installation shall be obtained by the owner or his representative prior to installation. All signs shall be constructed, installed, and maintained in as-new condition at the owner’s expense. All current building and electrical codes shall govern the construction of signs.

GUIDELINES: SPECIFIC

Public Signs

Public signs are those built and maintained by the city or other public agency through an adopted financial plan. They are divided into subsections according to function and location.

Freeway-Oriented Signs

The signs are located in the freeway right-of-way or on private property. All signs in the freeway right-of-way must be approved by Caltrans.

a. Caltrans Signs: Caltrans signs, designed and maintained by the state, include all signs identifying exits and general directions. These signs will be designed by Caltrans per state regulations.

b. Caltrans Signs with Bayfront Identity: The City of Chula Vista is considering a joint project with Caltrans to develop a bayfront identity sign to supplement the standard Caltrans signs which give generic service information (i.e., “FUEL, FOOD, LODGING,” etc.). Costs will be borne by the City, and installation coordinated with Caltrans. (Refer to Exhibit Three for example.)

Internal Signs

Signs within the bayfront, not oriented to the freeway.

a. Street Name Signs: Street name signs shall have special mountings and frames to identify streets as being a part of the new bayfront community. The sign copy will be the bayfront letter style (Bookman Bold, upper and lower case) and colors. The support will be constructed of wood. (Refer to Exhibit Six for example.)

b. Directional Signs: Directional signs at intersections will help establish gateways to the redevelopment area and may include such generic information as convention center, marina, special-use park, wildlife refuge, etc., as necessary. Directional information for private developments may be included also at the discretion of the Planning Commission, but for the interim development phase only. Information will be clustered on one sign per intersection. Signs will have standardized mountings and trim. (Refer to Exhibit Seven for example.)

A minimum of six directional signs will be necessary for adequate information. Each shall include specially designed landscaped areas to create a setting.

c. Information Signs: Public information signs are designed for public facilities and services such as parks, marshes and marinas. Trim and colors are to be unified with the basic public sign theme. (Refer to Exhibit Eight for example.)

d. Traffic and Parking Control Signs: Traffic control and parking signs shall be designed with standard copy faces, and shall be trimmed with the wood frames and supports of the bayfront motif. Exact sizes and locations are required by state regulation. It is suggested that the minimal number of signs necessary for effectiveness be used. (Refer to Exhibit Eight for example.)

To help establish the new bayfront identity, natural-signed (olympic semitransparent 901) cedar frames shall enclose all public signs. The bayfront logo and Bookman bold typestyle shall be used throughout. Specific reds, yellows, and browns are the principal logo colors (Frazee Z57-23, 3, 29).

Private Signs

Guidelines for private signs are organized according to location and project type. A somewhat more liberal criteria is established to serve business needs during the bayfront’s initial development phase. The signs approved in this phase are called “interim signs.”

When the bayfront is substantially built out, interim signs must be replaced, modified, or removed entirely to comply with the more restrictive sign criteria established for the final development phase.

The redevelopment agency shall determine when this changeover will occur based on their appraisal of the bayfront’s progress. Developers submitting signs for approval for projects to be built close to the changeover date will be given the notice of complying with the final-phase criteria or building interim signs which would be removed or modified at their expense in the near future.

The rationale for this phased system is that when the bayfront development is beginning and a bayfront identity is being established, certain private projects will need additional signs to attract business.

When the area nears completion and a bayfront identity is clearly established, the bayfront itself will attract business traffic. At this time, more restrictive sign criteria can be implemented.

FINAL PHASE: ULTIMATE BAYFRONT DEVELOPMENT STATE

Freeway Signs: Private signs which are oriented to the freeway shall not be allowed, except as provided during the interim phase.

Corner Lots: The identification allowance for sign development on corner lots may be divided to provide for a sign on each frontage; however, the total allowance for both signs combined is not to exceed 50 square feet.

Multitenant Buildings or Complexes: Office, retail-commercial, and industrial uses which are multitenant shall be allowed additional tenant identification signs: each tenant shall be allowed a maximum of three square feet on or adjacent to the entry door. These tenants signs shall be visible from on-site parking and/or pedestrian walkways, but not intended to be readable from public streets.

Directional and Information Signs: These signs shall be allowed on a need basis. They shall be directional in nature and not intended as identification signs. Their maximum height shall be four feet with four square feet maximum copy area per side.

Special Event Signs (Temporary): Special events such as grand openings shall be allowed temporary signs. Such signs shall have a limited life as determined by the Planning Commission.

Construction Signs (Temporary): Signs for owners, contractors and subcontractors, architects, etc. for new projects under construction shall be subject to Planning Commission approval.

Allowable Copy Area

1. Hotel/Motel, RV Parks, Restaurants, and Retail-Commercial: Total copy area for all identification signs combined shall be limited to not more than 50 square feet per parcel. Signs may be wall signs and/or ground signs. Ground signs may be single- or double-faced but may not exceed 8 feet in height. An additional changeable copy area of 25 square feet maximum shall be allowed for uses which include entertainment or convention facilities. Changeable copy area shall be single-faced only.

2. Automotive Service: Service stations shall be allowed one identification sign per lot. Signs shall be ground signs or wall signs and shall have no more than 40 square feet of copy area, six feet maximum height.

3. Industrial and Office Uses: Industrial and office uses shall be allowed one identification sign per lot, visible from the internal street. Signs shall not exceed 40 square feet in area or six feet maximum in height. Total sign area may include a directory or tenant listing if the project is multitenant.

INTERIM PHASE: BAYFRONT DEVELOPMENT STAGE

1. Commercial Uses Adjacent to Freeway: Commercial businesses will require some identification from the freeway during the bayfront development period. Such uses with freeway exposure shall be allowed either wall or low-profile monument signs with name and/or logo only during the bayfront development phase, and such signs shall have a specific date by which they must be removed. If the business logo is well-established as an identity mark, then use of logo alone is preferable. Each lot may have two wall signs or one ground sign only. No pole signs or roof signs are permitted. One wall sign shall be visible at a time. Maximum total copy area shall be 100 square feet. Ground signs may be double-faced or parallel to the roadway and are intended to be low-profile monument signs.

2. Automotive Service: Service stations with freeway exposure shall be allowed freeway identification during the initial redevelopment of the bayfront. Sizes shall be as small as possible and still have freeway identity, in no case to exceed 50 square feet total sign area. Such signs shall be subject to strict review and shall have a limited and specific retirement date at the discretion of the Planning Commission.

DEFINITIONS

Background Area of Sign

The background of the sign shall be considered the entire area in which copy can be placed. In computing the area of sign background, only the face or faces which can be seen from any one direction at one time shall be counted.

Billboard

A billboard is any sign usually designed for use with changing advertisement copy, which is normally used for the advertisement of goods or services rendered at locations other than the premises on which the sign is located.

Changeable Copy Sign

A changeable copy sign is one that is characterized by changeable copy regardless of method of attachment.

Copy Area

Copy area is that portion of the total sign area devoted to lettering and/or symbolic communication. The copy area shall be determined by circumscribing the smallest possible rectangle around the copy, letters or symbol.

Directional Signs

A directional sign is one that contains directional information for pedestrian or vehicular traffic or location.

Directory Signs

Directory signs are signs that list businesses, services, room numbers, or employees.

Externally Illuminated Signs

An externally illuminated sign is a sign whose face is artificially illuminated by an external light source.

Flashing, Animated, or Moving Signs

Flashing, animated or moving signs are defined as signs that:

a. Intermittently reflect light from either an artificial source or from the sun; or

b. Have an illumination which is intermittent, flashing, oscillating, or of varying intensity; or

c. Have any visible portion in motion, either constantly or at intervals, which motion may be caused by either artificial or nature sources; or

d. Utilize whirligigs or any similar item which uses wind as its source of power.

Freeway Signs or Freeway-Oriented Signs

Freeway signs or freeway-oriented signs are those signs that have copy directed for freeway visibility either in the freeway right-of-way or on a property adjacent to the freeway.

Freestanding Sign

A freestanding sign is one which is supported by one or more columns, uprights, or braces in or upon the ground.

Ground Sign

A ground sign is supported by the ground, by a continuous base (monument sign), or by poles or posts.

Height of Sign

The height of a sign is the distance measured from finished grade to the highest projection of the sign. On sloping ground, finished grade is defined as the average elevation between the high and low points of adjacent grade.

Identification Sign

An identification sign is one that identifies a business name or principal service only. The sign should not serve as an advertisement device.

Information Sign

An information sign provides information for public and private facilities or services, and the use thereof.

Internally Illuminated Signs

Internally illuminated signs are signs that have characters, letters, figures, design, or outline illuminated by electrical lights contained behind the sign face.

Monument Sign

A monument sign is a ground sign which is supported by a visually continuous base.

Multiple Copy Sign

A multiple copy sign is one that advertises other than the name of the business and the principal product or service.

Pole Sign

A pole sign is a sign supported by the use of one or multiple poles or columns.

Public Sign

A public sign is any sign that is owned by government. Examples: bike routes, bus stop, or speed limit signs, or park or public facility identifications.

Sign

A sign is defined as any structure or device, logo, electric or non-electric, and all parts thereof which are used for advertising purposes upon or within which any poster, bill, bulletin, printing, lettering, painting, device, or other advertising of any kind whatsoever is placed. A sign shall not include any support frame or standard used exclusively for displaying the flag of the United States of America, the state, or the city, nor shall these flags be considered signs.

Sign Area

Sign area shall include the background area of the copy. In the case of individual cut-out letters, sign area will include the exposed surface of the panel on which the letters are mounted.

Temporary Sign

A temporary sign is intended to advertise community or civic projects, construction projects, real estate for sale or lease, other special events on a temporary basis.

Traffic Control Sign

Traffic control signs are directional signs which direct traffic flow including pavement arrows and signs. Examples: loading zone, handicapped parking, no parking.

Wall Sign

A wall sign is one that is in any manner affixed to any wall of a building or structure.