Design Review Commission continues master sign program for 140 West Valley Boulevard after unresolved wayfinding-sign concerns

The San Gabriel Design Review Commission continued consideration of a proposed updated master sign program for the commercial plaza at 140 West Valley Boulevard after commissioners said key questions about pedestrian wayfinding signs and color choices remained unanswered.

Staff told the commission the application (planning case number MSP21-006) would modernize signage standards for the existing shopping center, which occupies roughly 12 acres and about 218,000 square feet. Staff recommended approval but asked the commission to remove the proposed pedestrian wayfinding and directory sign details from the final master sign program because the applicant had not addressed prior commission comments.

The commission’s concern centered on discrepancies between sign images shown on the meeting screen and the materials in the packet — specifically the use of a black-and-yellow (or yellow/orange) palette and the lack of a clear rationale tying that palette to the center’s building colors. Commissioner Tu said the commission had previously asked the applicant to “either give some rationale as to why those colors were chosen, or, to, offer different options as far as the color palette.” Applicant representatives said the yellow was part of a larger branding package but that the owner elected to remove the yellow from the proposed pedestrian sign and that “that sign will not be there.”

Staff and the applicant also told commissioners that a previously proposed wall mural would not move forward. Staff explained the master sign program packet still contained the wayfinding and directory sign details because the sign company had requested they remain as an option for the commission to consider; staff’s recommendation, however, was to remove those details and require any future submittal of those sign types to return to the commission.

In deliberations, commissioners pressed for clearer, consistent submittal materials and for the packet to omit items not under consideration. Vice Chair Say Hello (presiding) proposed adding a condition that wayfinding and directory signs be returned to the commission for future review if the owner later seeks to install them. Rather than approve the resolution, the commission voted to continue the item to a date uncertain so the applicant could submit a revised package that matches the materials shown on screen and addresses the outstanding questions.

The motion to continue the item to a date uncertain was made by Commissioner Lopez and passed on a 3-0 roll call. Commissioners recorded as voting yes were Commissioner Tu, Vice Chair Say Hello and Commissioner Lopez. Chair Romo and Commissioner Chang were absent.

The commission record shows that the existing master sign program for the plaza dated from 1993; the updated packet includes standards for wall signs, pylon signs (two locations), blade/pedestrian signs, directories and vehicular wayfinding. Staff stated the proposal is categorically exempt from CEQA under CEQA Guidelines §15301 (Class 1) for existing facilities. Staff recommended removing pedestrian wayfinding and directory details from the approval and requiring those sign types to return for commission review if proposed later.

Commissioners advised the applicant to coordinate closely with staff and submit a clean packet that omits materials not included in the requested approval, and to provide clearer color/material boards that correspond exactly to the renderings.

Votes at a glance: Motion to continue the master sign program (MSP21-006) to a date uncertain — motion by Commissioner Lopez; outcome: continued; roll call yes votes: Commissioner Tu, Vice Chair Say Hello, Commissioner Lopez; Chair Romo and Commissioner Chang absent.