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Commission allows larger Dollar Tree wall sign for Ramona Boulevard location
Summary
Planning Commission approved a zone variance to permit 36‑inch letter height for a Dollar Tree wall sign at 14151 Ramona Boulevard, finding the project categorically exempt under CEQA §15311.
The Baldwin Park Planning Commission on Jan. 22 approved a zone variance (ZB 24-01) allowing a wall‑sign letter height greater than the 24‑inch maximum in the Downtown Edge zoning district for a Dollar Tree tenant at 14151 Ramona Boulevard. The commission selected the applicant’s option to permit 36‑inch letters and adopted resolution PC 25-03.
Staff presented three sign options provided by the applicant and recommended the commission choose between the 30‑inch and 36‑inch options. Staff noted similar larger signs exist on other nearby shopping‑center tenants and that a previous tenant’s sign also visually exceeded the 24‑inch code limit. The applicant and property manager said a larger sign is needed for visibility and to drive foot traffic; the tenant representative explained Dollar Tree operates on narrow margins and depends on visibility rather than paid advertising.
Reliable Properties, the shopping‑center manager, spoke in support and said a prior tenant had a larger sign. One written comment in favor was provided to staff and placed on the dais. A roll-call vote approving the 36‑inch option recorded Chair Escobosa, Vice Chair Pena, Commissioner Roman Rodriguez and Commissioner Gonzales voting yes. Staff said the project is categorically exempt under CEQA Guidelines §15311 and will file a Notice of Exemption.
