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South Pasadena commission flags branding on proposed Giddy Ostrich murals, offers options
Summary
A proposed mural of repeated ostrich logos for a new Meridian Avenue microbrewery raised branding concerns at a Sept. 29 South Pasadena Public Art Commission meeting; commissioners advised the applicant to present more original artwork or pay a 1.5% in-lieu fee.
The South Pasadena Public Art Commission on Sept. 29 reviewed a preliminary public-art submittal for a proposed microbrewery at 09:15 and 09:21 Meridian Avenue and advised the applicant to revise a proposed repeated-ostrich design that several commissioners said looked like commercial branding.
Tatiana Marin, staff presenter, told commissioners the project site is in the downtown specific plan and that the commercial remodeling valuation exceeds the municipal threshold that triggers public art requirements. Marin said the presentation was the required preliminary review under the South Pasadena municipal public art program.
Commissioners pressed the applicant on whether the artwork shown in the packet was a placeholder or final. Commissioner Seal said, “what I’m seeing here feels like it’s a brand mark as opposed to public art,” and other commissioners agreed the current images read as signage rather than original public artwork.
Applicant Kristen Boyle said the ostrich image is intended to be the restaurant’s logo and described plans to keep a laser-cut stencil on site so staff or the original artist could repaint the design if it were vandalized. “It will be the logo of the ostrich,” Boyle said, adding the stencil was proposed so touch-ups could be made quickly.
Commissioners and staff offered alternatives: multiple, varied stencils or hand-painted murals that would read as original art rather than repeated branding. A staff member, Erica Ramirez (Community Development Director), summarized timing and code requirements: applicants must satisfy the public art requirement prior to issuance of building permits and may instead pay an in-lieu fee. Ramirez and staff explained the in-lieu level is computed as 1.5% of the building valuation for this category of commercial remodeling.
Staff discussion included the numeric example used at the meeting: staff stated a building valuation of $1,000,000 would yield a 1.5% in-lieu fee of approximately $15,000. Commissioners suggested the applicant either produce original artwork on-site valued at the required percentage or pay the in-lieu fee and pursue signage via the city’s sign-permit process.
Because the review was preliminary, the commission did not take a formal vote on the artwork. Commissioners asked the applicant to return with a final proposal showing either (a) an artwork treatment that reads as original public art (for example, multiple stencils or hand-painted variations) or (b) confirmation of payment of the in-lieu fee and separate sign-permit plans for branding. Commissioners also requested the applicant include the business logo in the next round of materials for reference.
The applicant said she would consult local artists and return with revised mock-ups; commissioners suggested staff provide the applicant with the city’s artist list and timeline for final review before permit issuance.
Ending: The commission closed public comment on the item with instructions the applicant may either revise the artwork concept and return for final public-art review or pay the in-lieu fee to proceed with permitting; staff reiterated that final approval or fee payment must occur before building permits issue.
