HomeMy WebLinkAboutCC Reso 12-6804 (C of A for master sign-1221 hermosa)
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May 31, 2012
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
Community Development Department
1315 Valley Drive
Hermosa Beach, California 90254
Re: CERTIFICATE OF APPROPRIATENESS REVIEW, SIGNAGE, 1221 HERMOSA
BEACH AVENUE, HERMOSA BEACH, CALIFORNIA 90254
Dear Ms. Townsend:
PCR Services Corporation (PCR) has reviewed the revised plans for the proposed interior
and exterior signage for the commercial property at 1221 Hermosa Avenue, Hermosa Beach,
California. The revised plans, elevations and details prepared by Signtech, identified by R19 on the
drawings consists of interior and exterior signs for the commercial space being occupied by,
JP Morgan Chase and Frosted Cupcake. The revised plans forwarded to PCR on May 18, 2012 for
review consisted of the following: Site Plan, Floor Plan, Elevations, 3-D Views of Octagon,
Isometric & Exploded Views of Octagon, Installation Details, Electrical Requirements, Existing
Awning Elevations, ATM Elevations, Flag Signs, Interior Table Top Signs, Details, Interior
Stainless Steel Letterset, Interior Octagon, Sections and Details, Interior Wall Plaques and Contactor
Specifications.
In accordance with discussions and email correspondence between Signtech, the City and
PCR, we are submitting our amended plan review based on the information contained in the
application submitted to the Community Development Department on May 18, 2012. We have also
had regard for additional information pertaining to the recently re-skinned Frosted Cupcake awnings
as outlined in a letter from JP Morgan Chase to Federal Realty dated May 23, 2012.
PCR’s Principal Historic Preservation Planner Murray G. Miller, M. Arch, conducted a site
meeting on January 12, 2012 with Stantec Architecture; representatives from JP Morgan Chase; and
Federal Realty to clarify PCR’s previous plan review dated November 30, 2011. At this time, while
not developed, the matter of signage was discussed generally. PCR has also had general discussions
with Signtech since the previous plan review for changes to the interior of the property was
undertaken. Based on these general discussions, Signtech proceeded to develop the sign package
design, and has revised the design in response to PCR’s April 2012 assessment. The revised design
for the proposed interior and exterior signage was then reviewed by PCR for conformance with the
Secretary of the Interior’s Standards for Rehabilitation (Department of Interior Regulations,
36 CFR 57).
EXHIBIT A
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 2
PROJECT BACKGROUND
In 1998, the Bijou Building was surveyed, evaluated and assigned a California Historical
Resources Status Code of 3S. The property was recommended eligible for the National Register as
an individual property through survey evaluation.1 The property was found eligible for the National
Register under criteria A and C, and also as a City Landmark under criteria A, C, and D.2
Constructed in 1923, the Neoclassical Revival-style Bijou Theater exemplifies the early social and
economic history of Hermosa Beach, it is a distinctive example of the Neoclassical Revival
architectural style, and it is a representative example of a notable southern California architect’s
work, Richard Douglas King, a Hermosa Beach resident. The period of significance is 1923, the
time of its construction.
On April 27, 1999 the City of Hermosa Beach designated the Bijou Building as a Historic
Landmark and adopted a Resolution Nos. 99-5980 and 99-5981 designating the Bijou Building a
historic landmark pursuant to Section 15.53.070 of the City’s Historic Preservation Ordinance and
approving the use of the Secretary of the Interior’s Standards for Rehabilitation to guide future
change to the building.
According to the 1998 DPR survey form, the exterior character-defining features of the Neo-
classical Bijou Theater Building are: symmetrical composition, massing, fenestration patterns, brick
exterior walls with stucco siding, terra cotta pilasters capped with Ionic capitals and acanthus leaves,
spandrels dividing the first and second floors, cornice, and storefronts (Figures 1 and 7).
The 1998 DPR survey form described the exterior and interior at 1221 Hermosa Avenue, the
space originally occupied by a theater, as:
The theatre plan consists of three sections: the foyer, lobby, and auditorium. The
foyer is currently located off the primary elevation along Hermosa Avenue. It is a single-
story space, recessed under the marquee and office above. Large rectangular shaped
1 Jan Ostashay, PCR Services, Department of Parks and Recreation Form, Bijou Theater Building,
December 22, 1998.
2 The National Register criteria are: (A) It is associated with events that have made a significant contribution to the
broad patterns of our history; (B) It is associated with the lives of persons significant in our past; (C) It embodies the
distinctive characteristics of a type, period, or method of construction or that represent the work of a master, or that
possess high artistic values, or that represent a significant and distinguishable entity whose components may lack
individual distinction; (D) It yields, or may be likely to yield, information important in prehistory or history.
The City of Hermosa Beach Historic Preservation Ordinance defines a landmark as: (A) A resource exemplifying
special cultural, social, economic, political, aesthetic, engineering, or architectural history; (B) A resource identified
with persons or events significant in local, state, or national history; (C) A resource embodying distinctive
characteristics of style, type, period, or method of construction or a valuable example of the use of indigenous
materials or craftsmanship; (D) A resource representative of notable work of a builder, designer, or architect; (E) A
resource with unique location, singular physical characteristics, representing an established and familiar visual
feature or landmark of a neighborhood, community or the City.
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 3
display windows hang from each side of the foyer. These display windows held the
posters that advertised the movie features of the week. The foyer is paved with small
unglazed clay tile blocks and is unadorned of detailing.
The lobby space of the theatre, located adjacent to the foyer and accessed via
three pairs of double glass paned doors, is a large single-story space, semi-circular in
plan, with ornate classical detailing. This detailing includes textured walls, cove ceilings,
wood baseboards, large plaster casted scallops with feline figures at each base; tall, thin
Solomonic columns capped with the Greek fountain, a telephone alcove and a small
ticket office. The men’s’ and women’s public restrooms are adjacent to the lobby to the
south.3
The DPR survey described the exterior and interior of the southeast commercial space as:
The southeast storefront is a small single-story space (approximately 726 square
feet), rectangular in plan, and three bays wide. The interior space has a high ceiling and
contains a mezzanine with staircase, a restroom, and limited storage space. The interior
commercial space is devoid of ornamental detailing and furnishings.4
In 1923, the exterior signage was initially limited to the ends of the marquee and the vertical
projecting sign denoting “Theatre” (Figure 1). Subsequently, the front of the marque was
characterized with individual lettering announcing movie titles and show times. These letters were
light in color on a dark background.
The 1998 DPR form described some of the alterations to the exterior and interior of the
theater as follows: “the removal and replacement of the original vertical marquee and the projecting
neon light marquee from the 1930s with a modern metal and plastic marquee (Figures 2 and 3).
The altered marquee resulted in a more bulky appearance with the upper fascia being used to
depict the words “Bijou Cinema” with the marquee ends and front face depicting movie titles.
During the same period, a large circular fascia sign and interior window signs pressed the threshold
for visual clutter (Figure 3).
By 2003, the single story north elevation of the building featured top-lit projecting canvas
signs that were positioned in alignment with the structural bays of the building (Figure 5). The east
elevation became adorned with canvas awnings with the words “Est 1963” on the fascia and a
projecting sign depicting an ice-cream logo at the upper level of the east elevation. These are recent
interventions that reflect the building’s changing tenant requirements. The south elevation, with its
3 Jan Ostashay, PCR Services, Department of Parks and Recreation Form, Bijou Theater Building, December 22, 1998.
4 Ibid.
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 4
limited fenestration, contained a similarly modest expression through signage. An upper window
sign and a main floor window awning without lettering were installed.
Historically, it is relevant to note that awnings were not applied to the building and exterior
signage was limited, focused and sculptural in form.
Based upon PCR’s previous review of the existing conditions, property history, and historic
photographs, we can confirm that there have been many alterations to the theater space since its
initial construction and many of these changes have resulted in changes to signage. In 1983, the
theater was converted into a movie theater; the auditorium was split into two, and the property was
renamed the Bijou Twin Cinema.5 In 1997, the CIM Group, a real estate development company,
purchased the vacant Bijou building, and began the process of rehabilitating the theater into a retail
space. Two years later the building was structurally retrofitted and in 2003 the interior of the theater
was redesigned for gallery space. The existing fascia sign on the pre-1998 marquee pertains to its
previous use as a gallery.
PROPOSED PROJECT
The scope of the proposed work includes the installation and/or re-skinning of existing signs
located on the east and north elevations as well as the installation of interior signs for Chase Bank.
Exterior signs include:
Internally illuminated channel letters and logo (east);
Internally illuminated channel letters and logo (2) (north);
Illuminated octagon (2) (east);
Re-skin existing non-illuminated awnings (2) (east);
Restore/reface existing flag sign Chase background/Chase copy (north);
Universal ATMK surround (north);
Restore existing non-illuminated awning (east);
Restore existing non-illuminated awning (4) (north);
Restore/reface existing flag sign with blue background/Tenant copy (4) (north);
Non-illuminated wall plaque (east);
Non-illuminated wall plaque (north);
Custom non-illuminated hanging blade sign
5 Cove Theater Trying Again, as Art House,” Los Angeles Times, October 6, 1983, p. SB_A1.
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 5
Interior signs include:
Universal ATMK surround (2);
Table top sign (3);
Stainless steel plate letters;
Illuminated octagon
IMPACTS ANALYSIS
1. CEQA Guidelines
Section 15064.5(b) of the CEQA Guidelines states that a project involves a “substantial
adverse change in the significance of a historical resource” when one or more of the following
occurs:
Substantial adverse change in the significance of a historical resource means physical
demolition, destruction, relocation, or alteration of the resource or its immediate
surroundings such that the significance of a historical resource would be materially
impaired.
The significance of a historical resource is materially impaired when a project:
a. Demolishes or materially alters in an adverse manner those physical characteristics of
a historical resource that convey its historical significance and that justify its
inclusion in, or eligibility for, inclusion in the California Register of Historical
Resources; or
b. Demolishes or materially alters in an adverse manner those physical characteristics
that account for its inclusion in a local register of historical resources pursuant to
Section 5020.1(k) of the Public Resources Code or its identification in a historical
resources survey meeting the requirements of Section 5024.1(g) of the Public
Resources Code, unless the public agency reviewing the effects of the project
establishes by a preponderance of evidence that the resource is not historically or
culturally significant; or
c. Demolishes or materially alters in an adverse manner those physical characteristics of
a historical resource that convey its historical significance and that justify its
eligibility for inclusion in the California Register of Historical Resources as
determined by a lead agency for purposes of CEQA.
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 6
The Secretary of the Interior’s Standards for Rehabilitation (Standards) are codified at
36 Code of Federal Regulations (CFR) Section 67.7. In most circumstances, the Standards are
relevant in assessing whether there is a substantial adverse change under CEQA. Section
15064.5b(3) of the CEQA Guidelines states in part that “. . . a project that follows the Secretary of
the Interior’s Standards for the Treatment of Historic Properties with Guidelines for Preserving,
Rehabilitating, Restoring, and Reconstructing Historic Buildings or the Secretary of the Interior’s
Standards for Rehabilitation and Guidelines for Rehabilitating Historic Buildings (1995), Weeks and
Grimmer, shall be considered as mitigated to a level of less than a significant impact on the historic
resource,” and therefore may be considered categorically exempt.
2. Analysis of Project Impacts
The proposed project consists of twenty-eight (28) signs whose total area is less than the
allowable signage area for the zone. Seventy-five percent (75%) of the signs are to be located on the
exterior with thirty-eight percent (38% of those to be located on the east (Hermosa Avenue)
elevation. The existing projecting signs on the north elevation will be re-fitted with Chase banners
within the existing frames (Figure 6). The east elevation involves the re-skinning of the existing
burgundy and brown awnings in the Chase Regatta Blue color with the relevant logos associated
with Chase Bank and Frosted Cupcake as depicted in Figure 8. The recently re-skinned awnings
associated with the Frosted Cupcake bakery will be re-skinned in the Chase Regatta Blue color with
the Frosted Cupcake logo as depicted in Figure 10. The existing awning on the south elevation will
be removed and all upper-level window signs will remain in their current configuration as depicted
in Figure 12.
As noted above in Impact Analysis, CEQA Guidelines, generally, a project that follows the
Secretary of the Interior’s Standards for the Treatment of Historic Properties with Guidelines for
Preserving, Rehabilitating, Restoring, and Reconstructing, Historic Buildings or the Secretary of the
Interior’s Standards for Rehabilitation and Guidelines for Rehabilitating Historic Buildings (1995),
Weeks and Grimmer, shall be considered as mitigated to a level of less than a significant impact on
the Historical Resource.6 Thus, it is confirmed that the proposed project is consistent with the spirit
of “rehabilitation.”
The proposed project was reviewed by a qualified historic preservation specialist who
satisfies the Secretary of the Interior’s Professional Qualification Standards for Historic Architecture
and Preservation Planning, pursuant to 36 CFR 61, in order to determine the significance of potential
impacts of the proposed work on the Bijou Building. A discussion of how the proposed project
does or does not conform to the Secretary of the Interior’s Standards follows. These review
comments are intended to assist the City in the project review process.
6 California Environmental Quality Act, 15064.5 (3).
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 7
In accordance with the Secretary of the Interior’s Standards,
Standard 1: A property will be used as it was historically or be given a new use that requires
minimal change to its distinctive materials, features, spaces, and spatial relationships.
The property will be used as a bank and a commercial food outlet. The property was
historically used as theater. The proposed uses require some change to the exterior in
order to accommodate the need for identification and advertising. The extent of
change represented by the quantity of signs can be visually absorbed within the
streetscape given the linear frontage of the east and north elevations. The installation
and appearance of the new signs for the new use requires minimal change to the
property’s distinctive exterior and interior materials, features, spaces, and spatial
relationships. It is therefore considered that Standard 1 would be met by the revised
scope of work.
Standard 2: The historic character of a property will be retained and preserved. The removal of
distinctive materials or alteration of features, spaces, and spatial relationships that characterize
a property will be avoided.
The historic character of the property is notably constrained with regard to signage.
The property has had numerous tenants during its long history and none of the
original or historic signage remains extant. The property’s existing awnings and signs
are contemporary in design and appearance and are consistent with the commercial
signage in the vicinity along Hermosa Boulevard. The proposed work introduces a
higher degree of signage than the existing conditions, which displayed more signage
and/or awnings than was present historically. Rehabilitation however, allows change
to occur provided that it does not adversely affect the historic character of a property
to a degree that would be considered significant. Any adverse effects arising from the
revised design would not cause removal of distinctive materials or alteration of
features, spaces, and spatial relationships that characterize the property. The
proposed signage would be consistent with the other existing signage in the
downtown commercial area in character and appearance. Nearby awnings such as
those found at Seymour Jewelers (1212 Hermosa Avenue); ROK Sushi Kitchen
(Fig. 13); and Psychic (127 Pier Avenue) and The Coastal (131 Pier Avenue) (Fig. 14)
are of a similar profile and scale to those that are proposed for Chase Bank.
Therefore, Standard 2 would be satisfied by the revised design.
Standard 3: Each property will be recognized as a physical record of its time, place, and use.
Changes that create a false sense of historical development, such as adding conjectural features
or elements from other historic properties, will not be undertaken.
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 8
The proposed scope of work does not include changes that create a false sense of
historical development. In this instance, Standard 3 is not applicable.
Standard 4: Changes to a property that have acquired historic significance in their own right will be
retained and preserved.
In relation to signage, there are no changes or additions that appear to have acquired
historic significance in their own right that should be retained or preserved. This
Standard does not apply to the proposed project.
Standard 5: Distinctive materials, features, finishes, and construction techniques or examples of
craftsmanship that characterize a property will be preserved.
The requirement to penetrate the historic exterior to accommodate the installation of
entrance wall plaques will preserve the exterior materials of the east and north
elevations because penetrations will be limited to the mortar joints only (Fig. 15).
Fixings that are required to support the proposed awnings or signs should not disturb
the historic fabric unless such disruption is confined to existing penetrations that are
to be re-used or the mortar joint where new penetrations are required. Some of the
mortar joints at the Bijou Building are relatively narrow and as such, any fixings
required shall be carefully detailed. Fixing instructions are provided on pages 26 and
27 of the Signtech package R19.
Two conditions reflect the approach to fixings:
a) fixing into the existing mortar joint with no disruption to the surrounding terra
cotta; and
b) fixing into existing holes with no disruption to the surrounding terra cotta
(Figure 16)
It is considered that the revised project would therefore comply with the intent of
Standard 5.
Standard 6: Deteriorated historic features will be repaired rather than replaced. Where the severity
of deterioration requires replacement of a distinctive feature, the new feature will match the old in
design, color, texture, and, where possible, materials. Replacement of missing features will be
substantiated by documentary and physical evidence.
The scope of work relating to the proposed signage is not intended to address
deteriorated historic features. This Standard does not apply to the proposed project.
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 9
Standard 7: Chemical or physical treatments, if appropriate, will be undertaken using the gentlest
means possible. Treatments that cause damage to historic materials will not be used.
The proposed scope of work does not specify the ‘treatment’ of historic materials. .In
this instance, Standard 7 is not applicable.
Standard 8: Archeological resources will be protected and preserved in place. If such resources
must be disturbed, mitigation measures will be undertaken.
There are no known archaeological resources at the project site and no ground
disturbing activities are expected within the scope of this proposed project. This
Standard therefore does not apply to the proposed project.
Standard 9: New additions, exterior alterations, or related new construction will not destroy historic
materials, features, and spatial relationships that characterize the property. The new work shall be
differentiated from the old and will be compatible with the historic materials, features, size, scale,
and proportion, and massing to protect the integrity of the property and its environment.
As discussed previously, the historic materials and character of the Bijou Building was
historically constrained in relation to signage. None of the original historic signs remain extant.
New signs and awnings will be compatible with the historic materials, features, size, scale,
proportion, and massing to protect the integrity of the property and its environment. The proposed
penetration of the historic exterior in order to accommodate the installation of entrance wall plaques
will not disrupt historic materials that characterize the property because the required penetrations
will be confined to the existing mortar joints. The proposed new signage and awnings would
therefore comply with Standard 9.
Standard 10: New additions and adjacent or related new construction will be undertaken in such a
manner that, if removed in the future, the essential form and integrity of the historic property and its
environment would be unimpaired.
In order to ensure that the integrity of the Bijou Building would remain unimpaired if the
signs and awnings were to be removed in the future, their installation would need to be practically
reversible. The details and instructions must also reflect how the work could be reversed in the
future without impairing the historic fabric. Revised notes on the drawings indicate that any
penetrations will be confined to the mortar joints. This would ensure that any penetrations would be
confined to the mortar joints, which would be more practical to repair than the terra cotta. Given the
foregoing, the proposed signage and awnings would comply with Standard 10.
CONCLUSION AND RECOMMENDATION
The proposed changes to the existing Landmark are intended to install new signs and/or re-
skin existing awnings and flag signs along the east and north elevations of the commercial space at
1221 Hermosa Avenue to accommodate a new use for JP Morgan Chase. Interior signs are also
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 10
proposed, however the resulting impact of these signs is limited to visual effects within an altered
character-defining space. None of the proposed interior signs will physically affect historic fabric.
These visual effects are considered to be less than significant.
In accordance with Section 15064.5b (3) of the CEQA Guidelines, the proposed
rehabilitation project is compliant with the Secretary of the Interior’s Standards for the Treatment of
Historic Properties with Guidelines for Preserving, Rehabilitating, Restoring, and Reconstructing
Historic Buildings because the physical and visual effects identified in the discussion above are
considered to have an impact on the historic resource that would be less than significant.
RECOMMENDATION
1. That damaged and/or deteriorated historic fabric is repaired in accordance with best
practice conservation repair of historic materials prior to any fixings being installed
into nearby mortar joints.
PCR hereby submits the results of its plan review of the revised signage package prepared by
Signtech as received on May 18, 2012 with supplementary information to May 29, 2012. Additional
plan reviews or other preservation consulting services not stipulated in the correspondence between
the City and PCR will be considered out-of-scope. PCR is available to provide additional
preservation design and treatment consulting services, if desired, for an additional cost. If you have
any questions please do not hesitate to contact me at (949) 753-7001, ext. 2111.
Sincerely,
PCR SERVICES CORPORATION
Murray G. Miller, M. Arch., MEDS (Cons.), Assoc. AIA, MCIP
Principal Historic Preservation Planner
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 11
Historic Photographs
Figure 1. East (Primary) Elevation, Bijou Building, circa 1923
(Hermosa Beach Newspaper)
Figure 2. South and East Elevations, Bijou Building, circa 1923 (Hermosa Beach Historical Society)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 12
Figure 3. South and East Elevation, Bijou Building, circa 1998 (PCR)
Figure 4. Southeast storefront on primary (east) elevation, view to southwest, Bijou Building, 1998 (PCR)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 13
Figure 5. North elevation, view to southwest, showing the projecting signs, circa 2003 (PCR)
Figure 6. North elevation, view to southwest, showing the proposed projecting signs, 2012 (Signtech)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 14
2012 Photographs
Figure 7. View looking southwest showing the existing burgundy‐color awnings to the south of the entrance
marquee and the brown‐color awnings located to the north of the existing entrance marquee. 2012 (PCR)
Figure 8. Proposed illustration showing the east elevation awnings and their respective colors. 2012 (Signtech)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 15
Figure 9. The recently‐re‐skinned awnings on the north end of the east elevation and the north elevation depicted
above. 2012 (PCR)
Figure 10. Illustration depicting the proposed color change of the recently re‐skinned Frosted Cupcake awnings
from brown to Regatta Blue. 2012 (Signtech)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 16
Figure 11. Partial south elevation showing the existing awning and upper floor window sign. 2012 (PCR)
Figure 12. Illustration depicting the proposed south elevation. 2012 (Signtech)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 17
Figure 13. Nearby awnings on Hermosa Avenue. 2012 (PCR)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 18
Figure 14. Nearby awnings and lamp standard banners on Pier Avenue. 2012 (PCR)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 19
Figure 15. Approximate location of the proposed entrance plaques at the existing pier. 2012 (PCR)
Pamela Townsend, Senior Planner
CITY OF HERMOSA BEACH
May 31, 2012 - Page 20
Figure 16. Partial north end of the east elevation showing fixing holes left from the previous projecting sign,
which are proposed to be re‐used. 2012 (PCR)