title
Consideration of a Request from Unibail-Romanco-Westfield (“Westfield”) to Amend the Design for Development to Broaden the Definition to Include Off-Premises Advertising.
body
Meeting Date: October 3, 2023
Contact Person/Dept: Elizabeth Garcia/ Economic and Cultural Development Department
Phone Number: (310) 253-5708
Fiscal Impact: Yes [] No [x] General Fund: Yes [] No [x]
Public Hearing: [] Action Item: [x] Attachments: []
Public Notification: GovDelivery (09/29/23);
Department Approval: Jesse Mays, Assistant City Manager (09/28/23)
____________________________________________________________________________
On August 8, 2023, representatives from Unibail-Romanco-Westfield (“Westfield”) requested to amend the Design for Development to broaden the definition to include off-premises advertising. The City Council directed this request to the Economic Development Subcommittee for discussion.
The City Council approved the Westfield Design for Development (“DFD”) in 2007 allowing on-premises commercial advertising associated with the Westfield Culver City site. The DFD establishes appropriate regulations for all signage and graphics located on the interior and exterior of the building relative to quantity, size, height, location, color construction materials, lighting, and other design details.
The objective of the DFD is to provide business visibility from the adjacent freeway while protecting surrounding residential area views. Currently, the DFD allows for static imagery for the businesses located within the Mall and/or services rendered/good produced or sold on premises. A sign which advertises a brand name, trade name, product, or service only incidental to the businesses or services conducted or operating at the Mall is not permitted.
The Zoning Code precludes billboards and off-site signage (i.e., advertising), however the DFD includes specific language to allow advertising for certain services/goods sold on Westfield Culver City premises.
If the Subcommittee wishes to move forward with a recommendation to City Council to explore Westfield’s request to amend the DFD to allow off-premises advertising, and City Council concurs with such recommendation, staff will work with the City Attorney’s Office to conduct further research on the matter. Given the complexity of the issue, staff recommends aligning any potential modifications with the Comprehensive Sign Code Update, which is scheduled to be conducted later this fiscal year.
In providing direction to staff, the Economic Development Subcommittee may wish to consider the following recommendations to the City Council:
1. Expand the scope of work for the Comprehensive Sign Code Update to include a discussion of off-site signage; or
2. Pursue an amendment to the Sign Code to consider off-site signage on a separate track from the Comprehensive Sign Code Update; and
3. Consider creating an Ad Hoc Signage Subcommittee to address off-site signage relative to Westfield and other off-site signage programs (i.e., kiosks). Such an Ad Hoc Signage Subcommittee could be helpful, as needed, during the Comprehensive Sign Code Update process; or
4. Deny the request to amend the DFD.