Development Variance Permit No. 2016/06 - #110-21 Helmcken Road

DEVELOPMENT VARIANCE PERMIT 2016/06 #110-21 Helmcken Road

RECOMMENDATION:

THAT Development Variance Permit 2016/06 be approved;

AND THAT the three green painted blank areas shown on plans associated with Development Variance Permit 2016/06 not be included in the approval.

CHIEF ADMINISTRATIVE OFFICER'S COMMENTS: I concur with the recommendation.

DIRECTOR OF DEVELOPMENT SERVICES' COMMENTS: I concur with the recommendation.

PURPOSE OF REPORT:

The purpose of this report is to consider a development variance permit application to permit two fascia signs for Unit #110-21 Helmcken Road (Dollar Tree) at Eagle Creek Village shopping centre where one fascia sign per wall associated with a business is permitted.

PROPOSAL:

The request is to permit two fascia signs on the south wall of the building for the Dollar Tree store as shown in Attachments 3-5 where Land Use Bylaw 1990, No. 35 permits one fascia sign (and one logo sign) per wall associated with each business on this property.

The Dollar Tree store opening shortly at Unit #110 will occupy three full storefronts on the south wall of the building and one storefront on the west wall as shown in Attachments 3-6. The proposed additional fascia sign would be located on the south building wall (see Attachment 4). A sign permit has already been issued for one fascia sign on the west wall of the building. No logo signs are proposed.

ANALYSIS:

The applicant outlines the rationale for the request in Attachment 2. Aside from the three green painted blank areas shown Attachment 5, the application can be supported for several reasons:

1. The Dollar Tree Store is a large retail unit that occupies three storefronts on the south wall of the building and one on the west. Section 50 (2) of Land Use Bylaw 1990, No. 35 allows one fascia sign per wall associated with each business. If the variance is approved, there would be two fascia signs over three storefronts on the south wall, which is less overall signage than if each storefront was a separate retail unit.
2. From a form and character perspective, the additional fascia sign would be in keeping with the character of the overall development and is expected to be clearly visible but not obtrusive. The location, size, materials and illumination of the signage would be consistent with the comprehensive sign plan in Development Permit 2013/04.

The three green painted blank areas are signs as per the Land Use Bylaw 1990, No. 35 because they are attention-drawing devices to attract the attention of the public to identify the business; a variance would be required to permit them. From a form and character perspective, this type of signage would add visual clutter, reduce the prominence and effectiveness of the signs, and be inconsistent with other storefronts in the shopping centre. A staff modification of the submitted plans to illustrate these points is shown in Attachment 7.

If Council approves the variance to permit only two fascia signs for the Dollar Store on the south wall of the building, it is recommended that the approval of the development variance clarify that the three green painted blank areas shown on the plans are not part of the approval. A logo sign could, however, be permitted on the third storefront over the entrance door shown in Attachment 4 without a variance.

RECOMMENDATION:

THAT Development Variance Permit 2016/06 be approved;

AND THAT the three green painted blank areas shown on plans associated with Development Variance Permit 2016/06 not be included in the approval.

SUBMITTED BY: Jeff Chow, MCIP, RPP, Senior Planner

REVIEWED BY: Lindsay Chase, MCIP, RPP, Director of Development Services