STAFF REPORT - CITY COUNCIL/SUCCESSOR AGENCY/PUBLIC FINANCE AUTHORITY

Council consider the applicant’s request for an additional 26 square feet of sign area for the newly proposed wall sign along West Durian Avenue.

On March 10, 2026, the City of Coalinga received an application for new signage, submitted by the applicant, Fresno Neon on behalf of the property owner Community West Bank, for new signage for the property located on the northeast corner of West Durian Avenue and Coalinga Plaza (Community West Bank, formerly United Security Bank). Three (3) of the proposed signs were sign face changes or reduction in sign sizes while one (1) was a new sign.

Staff approved the three sign face changes/reductions which is permitted under the current Sign Code (CMC Section 9-4.500 et seq.). The new sign, proposed along West Durian Avenue, exceeded the allowable sign area for the Downtown Overlay Zone District (0.5 sq. ft. for every 1 ft of building frontage).

Section 9-4.506(a)(2) states that all signs shall conform to the maximum area requirements specified in Table 4.6 and Section 9-4.509 of the sign regulations, unless a different limit is approved under a Master Sign Program or by the City Council.

Subsequently, the City of Coalinga received an application for the new signage along West Durian Avenue for Council consideration.

Proposal and Analysis

The site has approximately 168 feet of building frontage – 48 feet along West Durian Avenue and approximately 120 feet along Coalinga Plaza/Frame Park. This brings the total allowable square footage for signs on the site to 84 feet; however, because of existing legal, non-conforming statutes, the site is currently allowed 121 square feet. This stems from a combination of the existing signage on-site – 26 square foot wall sign facing the interior parking lot/Frame Park, 30 square foot roof-mounted sign, and 65 square foot pole sign adjacent to Coalinga Plaza.

The existing pole sign and roof-mounted sign are considered a legal, non-conforming sign which cannot be modified except for the copy change, or they will have to be removed per current regulations. New pole signs are not permitted in the Downtown Overlay Zone District. It is not recommended that the pole sign or roof-mounted sign be removed.

Staff is bringing this item to Council at the request of the applicant to allow additional sign area to install a new wall sign along West Durian Avenue. Pursuant to Section 9-4.506(a)(2), all signs shall conform to the maximum area requirements specified in Table 4.6 and Section 9-4.509 of the sign regulations, unless a different limit is approved under a Master Sign Program or by the City Council.

Land Use and Zoning Compliance

Pursuant to CMC Section 9-4.501, the purpose of the sign code is to establish regulations to ensure the orderly display of signs as a city-wide information system, consistent with State and federal law. These regulations recognize the desire and need of each individual, business, firm or corporation to identify its place of residence, business or service, and realizing that the indiscriminate erection, location, illumination, coloring, size, and lack of proper maintenance of signs and advertising structures, constitutes a significant contributing factor detrimental to the wellbeing and continuing activity of a city's people and economy.

Specifically, these regulations are intended to:

1.       Attract and direct persons to various activities and locations for the purpose of providing for maximum public convenience and enhancement of economic value;

2.       Assure that all signs and advertising structures are designed, erected and maintained in a manner to enhance, rather than detract from, the ultimate design and appearance of the affected street or neighborhood, and do not impair the view of nearby or adjacent signs;

3.       Prohibit the installation and maintenance of signs or advertising structures that unduly distract motorists' attention from driving, and which detract from attention to traffic movement and to signs and signals promoting traffic safety;

4.       Prevent the installation and maintenance of signs or advertising structures that individually or collectively have an injurious effect on the morale of the people and the economic well-being of the City;

5.       Assure that size and location of signs and advertising structures do not constitute an obstacle to effective fire protection and fire fighting techniques; nor constitute a direct or potential danger to vehicular or pedestrian traffic, especially in the event of structural failure during the period of inclement weather and earthquakes or in the event of impaired vision due to improper size or location; and

6.       Otherwise protect the public health, safety, morale, and promote the public welfare.

Surrounding Land Use Setting:

The proposed project is not inconsistent with surrounding uses nor is it detrimental to the health, safety, morale, or welfare of the public. These uses are detailed in the table below.

Environmental Considerations

The project has been reviewed in compliance with the California Environmental Quality Act (CEQA), the State CEQA Guidelines, and has been determined to be categorically exempt (Class 1) pursuant to Section 15301 of the CEQA Guidelines regarding existing facilities.

The project is consistent with the applicable general plan designation and all applicable general plan policies as well as with applicable zoning designation and regulations.

The proposed development occurs within city limits on a project site of no more than five acres substantially surrounded by urban uses.

The project site has no value, as habitat for endangered, rare or threatened species.

Approval of the project would not result in any significant effects relating to traffic, noise, air quality, or water quality.

The site can be adequately served by all required utilities and public services.

Based on the analysis contained above, none of the exceptions to Categorical Exemptions set forth in CEQA Guidelines, Section 15300.2 apply to this Project.

Staff does not have a formal recommendation; however, staff does not feel that by the Council approving the requested additional sign area, it would be contrary to the purpose of the sign regulations.