Placerville planning commission continues hearing on ARCO rebrand after sign-size, visibility and design concerns

The Placerville Planning Commission on Aug. 19 continued a public hearing on a master sign plan to rebrand the existing Shell gas station and convenience store at 151 Main Street as ARCO, after commissioners, staff and members of the public raised questions about total sign area, the placement of a new “Propel” monument sign and the lack of final color renderings and foundation analysis.

Carol Kendrick, Development Services Director, told the commission the application proposes retaining and refacing existing signage totaling 199.59 square feet and adding new signage of 16.63 square feet for a combined total of 216.22 square feet. “The master sign plan proposes retaining and refacing existing signage totaling, 199.59 square feet and adding new signage of 16.63 square feet for a combined total of 216.22 square feet,” Kendrick said, noting the project would therefore exceed the 200-square-foot aggregate allowed under the city’s sign ordinance.

The proposal, filed by Michelle Richmond of Perry Builders Inc. on behalf of property owner Mohammed Sitar, would rebrand the 0.48-acre parcel that includes a 2,300-square-foot convenience store, five fuel pumps and a 2,420-square-foot canopy. The plan seeks to refit the pole sign, install a new double-sided monument sign (8.315 square feet per side), two 20-square-foot canopy signs and rebrand one existing wall sign up to 20 square feet, along with a design template for ARCO colors and fonts.

Why it matters: the proposed rebrand would modestly increase total permitted signage and alter the site’s visual frontage on Main Street and Highway 49. Commissioners said they want to balance the applicant’s need to meet ARCO’s branding requirements with downtown aesthetics, public safety and the city’s sign-size limits.

Key concerns and discussion

- Aggregate signage: Staff and multiple commissioners noted the plan exceeds the Placerville sign ordinance aggregate wall-sign total (200 square feet aggregate was cited). Kendrick explained the master sign plan mechanism allows the commission to approve deviations if the plan maintains cohesive design, compatibility with the central business district and public-safety objectives.

- New monument/Propel sign placement: Commissioners and members of the public questioned the proposed additional monument-style “Propel” sign to the right of the existing monument base. Several commissioners urged the applicant to explore alternatives that would avoid adding a separate monument sign to the island, such as consolidating ARCO pricing, cash/debit information and the Propel panel on the existing monument base or slightly increasing the existing monument’s height rather than adding a secondary sign to the right.

- Visibility and landscaping: Commissioners said the proposed placement looked crowded in the planting island and could reduce visibility for drivers turning into the site from Main Street and Highway 49. One commissioner asked whether raising the existing cabinet slightly would be less visually intrusive and maintain sightlines better than a new lateral monument.

- Manufacturer templates and size limits: The applicant said many of the ARCO sign components are predesigned and come in set sizes, making modest percentage reductions difficult without replacing an entire cabinet. An applicant representative said “most of these signs are already predesigned. So it's either gonna be too big or too small. They're not custom fabricated.” Commissioners asked the applicant to check with ARCO and the sign vendor about minimum template sizes and alternatives.

- Foundation and structural capacity: Staff flagged that the existing monument foundation was built for the current sign and may not be sufficient for additional or heavier signage; the commission asked the applicant to provide a structural/foundation analysis if they propose stacking or adding weight atop the existing pedestal.

- Color renderings and samples: Multiple commissioners and speakers from the public requested color renderings (the packet included black-and-white images) and physical samples or high-quality color photos of finishes and lighting to assess compatibility with downtown character. Kathy Lishman, a downtown stakeholder, said the station is highly visible and urged adherence to the 200-square-foot limit.

Formal action

The commission voted unanimously to continue the master sign plan hearing so the applicant can return with the updates and documentation requested by commissioners. The motion to continue (maker: Commissioner Lippert; second: Commissioner Smith) directed the applicant to return with revised sign layouts that attempt to keep total signage closer to the 200-square-foot allowance, clearer color renderings, samples or photos of proposed materials, and structural/foundation information for the monument base and any changes in sign height or weight. The roll call vote was 5-0 to continue.

What happens next

Staff and the applicant will coordinate the additional information requested by the commission. The commission did not approve the master sign plan at the Aug. 19 hearing; the item was continued so commissioners could review revised drawings, color renderings and technical documentation. The applicant and staff should confirm a date certain for the continued public hearing when the materials are available.