Planning commission approves sign permit for Board & Brew at 188 S. Coast Highway

The Laguna Beach Planning Commission on June 4 unanimously approved a sign permit for Board & Brew at 188 South Coast Highway, allowing a 15-square-foot wall sign above the entrance and two suspended double-sided medallion signs.

Associate Planner Matt Kilroy told the commission that the applicant committed to "incorporating interior finishes, design elements, and signage that are visually distinct from other Board & Brew locations" and that staff therefore determined the operator did not meet the downtown specific plan's formula-based-business criteria. The proposed wall sign will measure 42 inches high and 70.75 inches wide with a pan-face aluminum lettering design; each suspended sign face is about 1.3 square feet and will hang from the existing canopy with a 7.5-foot clearance above the sidewalk.

Why it matters: The downtown specific plan has restrictions on formula or chain businesses to preserve local character. Staff told the commission the decision focused on appearance and a locally distinct design rather than menu or product differences.

Key discussion points - Formula-based-business determination: Planning Manager Anthony Viera explained the downtown specific plan's test focuses on the business's appearance and the applicant's commitment to a custom design for the Laguna Beach location. "What was proposed for Laguna Beach was distinct from what was done at the other locations," Viera said. Staff did not require changes to the menu; the determination was premised on visual differentiation. - Administrative eligibility and letter height: Staff explained the wall sign's letter height exceeds the municipal code threshold for administrative approval (8 inches), so the application required Planning Commission review even though it otherwise complied with sign code provisions. Commissioner Kellenberg asked staff to clarify whether the sign "meets the criteria" for design; staff replied that although the sign required commission review because of the letter height, it complies with the municipal code and no variance was requested. - Timing and business opening: Commissioners asked about building-permit status; staff noted tenant improvement permits were pulled on May 1, 2025, and a specific opening date was not yet final.

Vote and appeal: The Planning Commission moved and seconded a resolution approving Sign Permit 25-1085 and finding the action exempt from CEQA; the motion passed unanimously. Staff noted a 14-day right of appeal to City Council.

Ending: The permit allows Board & Brew's Laguna location to install the proposed signage; staff and the sign contractor remained available for follow-up with the applicant to finalize fabrication and installation details.