Duarte planning commission approves wider storefront signs for large freeway-facing tenants

The Planning and Economic Development Commission of Duarte voted to approve Municipal Code Amendment 26-02 and adopted Resolution PC 26-06 recommending the City Council approve changes to Chapter 19.42 governing signs in the city—s Commercial Freeway (CF) zone. The change expands allowable wall-sign area for tenant spaces of 40,000 square feet or greater to improve visibility from the 210 Freeway.

Planning staff said the CF zone covers freeway-oriented, regional-serving retail such as car dealerships, big-box stores and shopping centers and that the current rule (1 square foot per lineal foot of frontage, maximum 200 square feet for a primary sign) could leave very large tenant façades with signs that are difficult to see from the freeway. "The CF Zone was designed to apply to properties along the 210 Freeway," staff said, describing the proposed update as intended to "match the scale of the building and be visible from the freeway." The staff presentation identified the Vallarta Supermarket at 1470 Mount Avenue (the former Best Buy site) as a motivating example.

Under the approved amendment, tenant spaces 40,000 square feet and greater would be allowed 1.25 square feet of sign area for each lineal foot of frontage, up to a 325-square-foot cap for a primary wall sign; secondary frontage wall signs for those tenants would be allowed up to 1.25 square feet per lineal foot not to exceed 250 square feet. The proposal also revises special-identification signs: tenants of 10,000 to 39,999 square feet may have up to two special ID signs not exceeding 8 square feet with a maximum letter height of 12 inches; tenants 40,000 square feet and greater may have up to four special ID signs not to exceed 25 square feet with a maximum letter height of 16 inches.

Commissioners pressed staff on how many sites would be affected; staff estimated the changes would apply to a handful of sites in the city ("maybe 4 or 5 sites"). One commissioner voiced hesitation about encouraging large, regional-facing development and "billboard culture," saying he favored smaller-scale local businesses, while others said expanding signage will help attract regional tenants and improve marketing for the city. A public commenter said the change was "a marketing thing" and expressed support for Vallarta Supermarket coming to the former Best Buy site.

Commissioner David moved to approve the amendment and the resolution; the motion was seconded and passed on a roll call recorded in the transcript as Pius (yes), Wally (yes), David (yes) and Brian (yes). The commission—s approval forwards PC Resolution 26-06 and Municipal Code Amendment 26-02 to the Duarte City Council for review and final action.

The commission did not receive recorded written objections at the hearing; staff said public notice had been posted in the local newspaper and on the city website. The council—s consideration and the exact language to be incorporated into the municipal code will determine final implementation and any required sign-permit procedures.