Planning commission approves City Center special sign district with height limits

The San Francisco Planning Commission unanimously approved an ordinance on Aug. 11, 2011 creating a City Center special sign district at the former Sears shopping center and imposing numeric limits on proposed signage.

Planning staff told the commission that the ordinance would amend the zoning map and parts of the Planning Code to facilitate unified signage and exterior improvements for a single-tenant redevelopment of the center (Target). Sophie Hayward of planning staff said the department recommended trimming several of the sponsor’s proposals “to better integrate the proposal with the character of the surrounding neighborhood,” including reducing a proposed freestanding Masonic/O’Farrell sign from 35 feet to a maximum of 20 feet and lowering some directional sign heights.

Jim Rubin, representing the project sponsor, said the owner’s goals were to create consistent on‑site wayfinding, replace antiquated signs and improve circulation so drivers can find the proper parking lot. He emphasized that many existing tenant signs are covered by leases and cannot simply be removed by the landlord. Adam Miller, representing the ownership group, walked commissioners through renderings and two animations that compared higher (15-foot) and lower (7-foot) directional sign options.

Members of the public largely split between two themes: neighborhood participation and safety. Al Sadini, president of the Anza Vista Neighborhood Association, said his group supports the district and that the proposed 15-foot directional signs would reduce hazardous wrong‑way turns on O’Farrell. A number of residents, including a Wallenberg High School parent, urged that new tenants be invited to engage with the neighborhood and to consider hiring locally.

Commissioners debated design details, the placement of signs close to the sidewalk, the visual treatment of building screens, and whether any element would require an encroachment or street‑use permit. Commissioners Moore and Miguel urged muted screen colors and a subordinate corporate identity so signage does not dominate the facade.

Commissioner Antonini moved to approve the special sign district with modifications: limit the Masonic/O’Farrell monument sign to no more than 20 feet, limit directional signs on O’Farrell to no more than 15 feet with slimmer bases and improved placement for visibility, require vertical tenant copy on blade signs, and direct staff to continue to work with the project sponsor on exact placement and aesthetic details. Commissioner Fong seconded the motion. The planning commission recorded aye votes and passed the motion unanimously.

The ordinance approval sets code parameters only; individual signs and construction will be reviewed through subsequent permit and building‑permit processes. Planning staff will work with the project sponsor to refine placement, base dimensions and visual details before final construction drawings and sign permits are filed.

Votes at a glance: - Motion to adopt the June 23 minutes — moved by Commissioner Miguel; adopted unanimously. - Motion to approve City Center special sign district with staff-commission modifications — moved by Commissioner Antonini, seconded by Commissioner Fong; passed unanimously.

Next steps: staff will incorporate the commission’s numeric limits and aesthetic direction into the special sign district ordinance and continue consultations with the project sponsor on placement and construction drawings; separate building‑permit and sign‑permit reviews will follow.