HomeMy WebLinkAboutPEC16-0033 written submittal.pdf II Z_el
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Mauriello Planning Group
August 29, 2016
Town of Vail Planning and Environmental Commission
CIO Jonathan Spence, AICP
Planner
75 S. Frontage Road
Vail, CO 81657
Dear Planning and Environmental Commission:
I am submitting this application for a sign variance on behalf of McDonalds Real Estate Co. for
the West Vail McDonalds located at 2171 North Frontage Road (parcel no. 210311415010).
As you may be aware, McDonalds is in the process of a major renovation, bringing the
outdated facility up to modern standards of McDonalds especially with respect to the internal
function of the kitchen and the drive-thru facilities.
As part of the renovations, the applicant is also undertaking the replacement of all of the
signage for the restaurant. In doing so, we recognized that Title 11 : Sign Regulations does not
recognize the signage necessary for a drive-through restaurant. Specifically, Title 11 does not
provide for any provisions related to the menu boards typically used for drive-through
restaurants. As a result, we are requesting a variance from Section 11-6-3.C. Menu Boxes
(SD 1 and SD 2). This section limits menu boxes to 6 sq. ft. (per frontage). In addition, we are
requesting a variance from
Section 11-5-3.D. which does
not allow signs to beI,N CAP
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internally illuminated. We are F
requesting two menu boxesa°Mo o pI �. \ ,• ` Partecttonl
that are 41.2 sq. ft. each and ♦` � A0.0 • , ', cmealay
internally illuminated. The
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tiNirz;Eis" ee °ar° / d
menu boards also includes . , 41 �f,° R 200 4'
the apparatus for ordering
OVERALL 111141,
thus eliminating the need for TRIN°LE = _- '� 00
a separate order stand. °°°UBLE °-OPS _ OERPL^HEIGHT
extraval dolldrr'Y O "'�� a�-o te_�0. � MAY VARY
Plans for this sign have been _ " PY mI.
submitted with this application Le"
and a reduction of the DRB
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sign application package is
attached. °
MAY VARY
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Both of the signs are located —�
on the north side of the ,R �s
P.O. Box 4777 M 970.376.3318
Eagle, Colorado 81631 dominic@mpgvail.com
Mauriello Planning Group
building which face a blank wall and the trash facilities of the adjacent West Vail Mall site. The
menu boxes are generally not visible to the general public and are only visible when entering
the drive-thru area so they are not being used as advertising but rather serve an critical
component of the operation. The signs replace an existing internally illuminated menu board
and order stand. A menu board has been a part of the McDonalds operation since it was built
here more than 25 years ago even though the code has never been revised to accommodate
the need and the technology. The previous Wendy's restaurant also operated with a similar
menu board.
The need for two menu signs is critical. This drive-thru is one of the more poorly operating.
The two menu boards will allow two vehicles to order at the same time thus reducing stacking
within the parking lot and allowing cars to move more quickly through the order and pick-up
process. The renovations to the building now provide for a pay window and a pick-up window
thus allowing this process to operate more efficiently.
It should be noted that the applicant is entitled to another two Building Identifications Signs
totaling 50 sq. ft. The applicant is not pursuing that signage and therefore is limiting the
business signage to two 14 sq. ft. Arches on the tower element as well as the existing image
within the upper tower which is not counted as a sign due to its placement more than 3' from a
window.
Chapter 11-10-2.0 Criteria for Approval provides the following review criteria for a sign
variance:
1. Special circumstances or conditions must exist that apply to the land, buildings,
topography, vegetation, sign structures, or other matters on adjacent lots or within
the adjacent right of way, that would substantially restrict the effectiveness of the
sign in question. However, such circumstances must be unique to the subject site.
Applicant Response: The West Vail
McDonalds is the only drive-through
restaurant remaining within the Town of 1111111%6
Vail. A drive-through facilityis
gtruly
unique in the Town of Vail, with special 1
circumstances for signage required for
such use. The menu board size
requirement of only 6 sq. ft. is intended
for visibility at the pedestrian level,
where a customer can walk up to a _
restaurant and peruse the menu before _ _ %_ -
entering the establishment on-foot. A
drive-through facility requires that the
menu is visible from within a vehicle.
Significantly more information needs to
be communicated clearly and quickly, _
which is why drive-through menus are
often pictures of products. Menu items Existing menu board for the West Vail McDonalds.
have to be highly visible with minimal
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print. In addition, menu boards have to be clean, well-lit, and easy to read, as it is
beneficial to the speed of operations.
The menu boards are located on the rear elevation therefore limiting visibility of the sign
from any public views. This is a unique circumstance related to the building in that the
signage is not intended to be visible to anyone except users of the drive-through facility.
Unlike other signage, it is dedicated to a specific user and not intended to increase the
visibility of the business. It serves a utilitarian purpose - to provide a menu of food items
to drive-through restaurant patrons and allow a location to place an order.
It should also be noted that drive-through facilities are only permitted in the Commercial
Core 3 zone district, which is indicated on the zoning map below. This zone district is
entirely within the West Vail area and is more auto-oriented that other zone districts
within the Town. While any future drive-through facilities might require a similar
variance, it would not translate to the other areas of Town, as drive-throughs are not a
permitted or conditional use in any other zone district.
Subject Site: McDonalds 4.1.r7ZONE DISTRICTS
Hillside Residential(HR) E.tionshead Mixed Use 1(LMU-1)
Single-FamiN Resitlentisl(SFR) Lionshead Mixed Use 2(LMU-2)
TwoFamily Residential(R) Commercial Service Center(CSC)
III I Two Family Primary/Secondary Residential(PS)-Arterial Business(ABD)
f r Residential Cluster(RC) -Heavy Service(HS)
�� y -Low Density Multiple Family(LDMF) I Outtloor Recreation(OR)
_Medium Density Multiple Family(MDMF) I Agricultural 8 Open Space(A)
r,' f f -High Density Multiple Family(HDMF) -Natural Area Preservation(NAP)
' l �� Housing(H) I I Ski Base Recreation(SBR)
-Public Accemmodation(PA) I I Ski Base Recreation 2(SBR2)
Akt, .15+ - Public Acrnmmatlation2(PA-2) Parking(P)
ftsittiFI I Commercial Core 1(CC1) Genial Use(GU)
2744, (fJ b.0011 Commercial Core 2(CC2) I Not Designated
-Commercial Core 3(CC3)
F ����j Indicates Active Special Development Districts(SDD)
Therefore, the circumstances are unique to the site and the use.
2. The applicant shall not have created the circumstances that have necessitated the
variance request.
Applicant Response: McDonalds, being located both within the Commercial Core 3
Zone District and Sign District 2 (which includes all property zoned ABD and CC3), is in
an area identified as being more auto-oriented than the remainder of the Town.
Businesses within Sign District 2 are allowed significantly larger and more business
identification signs, but are limited to the same 6 sq. ft. of menu board signage. The
Sign Regulations do not specifically call-out signage associated with drive-through
facilities, likely due to the uniqueness of this use within the Town. McDonalds and
Wendy's were in place and operating with similar menu signs when the sign code was
rewritten in 2005 and therefore we believe it was an oversight to not have included
these types of signs in the sign code. McDonalds cannot afford to wait for the code to
be amended to accommodate these signs and as this is the only drive-thru restaurant in
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Town it makes sense to process this application as a variance. As a result, McDonalds
did not create the circumstances necessitating this variance request.
3. The applicant must demonstrate that the granting of the variance will be in general
harmony with the purposes of this title.
Applicant Response: Section 11-1-2. A and B provide the purposes of Title 11 . It states:
A. General Purpose: These regulations are enacted for the purpose of promoting
the health, safety, morals, and general welfare of the town of Vail and to
promote the coordinated and harmonious design and placement of signs in
the town in a manner that will conserve and enhance its natural environment
and its established character as a resort and residential community of the
highest quality.
B. Specific Purpose: These regulations are intended to achieve the following
specific purposes:
1) To describe and enable the fair and consistent enforcement of signs in
the town of Vail.
2) To encourage the establishment of well designed, creative signs that
enhance the unique character of Vail's village atmosphere.
3) To preserve a successful and high quality business environment that is
aided by signs that identify, direct, and inform.
4) To aid in providing for the growth of an orderly, safe, beautiful, and
viable community.
The proposed variance request is in general harmony with the above-listed purpose
statements. While the sign exceeds the menu boards limitation of 6 ft. and the number
allowed, the proposed menu boards for a drive-through is unique in that its purpose is to
provide information to customers in their automobiles and is used to conduct business
from that location. The signs have been located on the rear elevation of the building,
limiting the visibility from any public way. The signs have been designed and located
sensitively, serving to protect the unique character of Vail's atmosphere and enhancing
the Town's character as a resort and residential community of the highest quality.
We believe that the analysis clearly indicates compliance with the limitations placed on a menu
board for a drive-through use clearly meets the criteria required for approval of a sign variance.
We are very excited about all of the renovations to the West Vail McDonalds and believe that
this is the final piece in bringing it both up to the McDonalds standards and the Town's goals
for development in West Vail. Thank you for your time and consideration.
Sincerely,
Q,41)\_e,
Dominic Mauriello, AICP
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