CASE NUMBER: 15SN0648 APPLICANT: Wegmans Food Markets

STAFF’S ANALYSIS

AND RECOMMENDATION

CHESTERFIELD COUNTY, VIRGINIA Magisterial District: MIDLOTHIAN

12201 Midlothian Turnpike

Board of Supervisors (BOS) Public Hearing Date:

JULY 22, 2015 BOS Time Remaining:

365 DAYS Applicant’s Agent:

BRENNEN KEENE (804-775-1005)

Applicant’s Contact: WEGMANS FOOD MARKETS (585-720-5786)

Planning Department Case Manager: ROBERT CLAY (804-796-7122)

APPLICANT’S REQUEST

Conditional use planned development relative to signage in a Community Business (C-3) District. Specifically, the applicant proposes to increase the amount of building-mounted signage from the allotted 658 square feet to 1,130 square feet. A grocery store is planned. (NOTES: A. Conditions may be imposed or the property owner may proffer conditions.

B. Conditions and Textual Statement are located in Attachments 1 and 2.)

RECOMMENDATION

PLANNING COMMISSION

(6/16/15)

RECOMMEND APPROVAL

STAFF

RECOMMEND APPROVAL

• Given location and unique site constraints, additional signage would promote legibility without over-concentration

• Recommended condition ensures a harmonious style with building

Providing a FIRST CHOICE community through excellence in public service

SUMMARY OF IDENTIFIED ISSUES

Department Issue

PLANNING -

FIRE -

CDOT -

VDOT -

UTILITIES -

ENVIRONMENTAL ENGINEERING -

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Map 2: Comprehensive Plan (Midlothian Area Community Plan) Classification: PLANNED TRANSITION AREA This area is appropriate for mixed-use development that contributes to an overall transition to a smaller scale, pedestrian-oriented environment in Midlothian Village. Primary uses will include office, medium-density housing (7-14 units/acre), personal services and community facilities.

Map 3: Surrounding Land Uses & Development

Farnham Drive

Stonehenge • Fairway Villas • Ashington

Midlothian Turnpike Walmart and Sam’s Club

Subject Property

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PLANNING Staff Contact: Robert Clay (804-796-7122) clayr@chesterfield.gov

ZONING HISTORY

Case Number BOS Action Request

90SN0259 and 91SN0231

Denied (10/1992)

Rezoning to Community Business (C-3) on the subject property as part of a mixed use development with adjacent property to the south and west.

95SN0186 Approved (04/1995)

Rezoning to Community Business (C-3) on the subject property as part of a mixed use development with adjacent property to the south and west.

12SN0241 Approved (02/2013)

Rezoning to Community Business (C-3) on the subject property and adjacent property to the south and west.

PROPOSAL The applicant proposes to install 1,130 square feet of building mounted signage on the north, south and west elevations of a proposed 130,000 square foot grocery store. The following chart represents the seven signs and one graphic proposed for the Wegmans building. These signs are further represented on Attachments 2-4 (Textual Statement, Elevations and Photos):

Sign Location Copy Sign Area Requested Per Ordinance Calculation

A West Elevation “WEGMANS” 242 Square feet B West Elevation “WINE & BEER” 23.8 Square feet C West Elevation “PHARMACY” 212 Square feet D West Elevation “MARKET CAFÉ” 288 Square feet E West Elevation “THE PUB” 63.6 Square feet F North Elevation “WINE & BEER” 23.4 Square feet G North Elevation “WEGMANS” 177.3 Square feet H South Elevation Graphic EFIS Icon 100 Square feet

TOTAL 1,130.1 Sq. Ft.

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Building Mounted Sign Limitations: The Ordinance currently limits the permitted building mounted signage on the north, south and west elevations of the proposed building to 395 square feet and the east (rear) elevation to 263 square feet for a total of 658 square feet.

The visibility of the proposed building from the east (rear) will be reduced by a buffer and landscaped area along the eastern property boundary as required by Ordinance and conditions of Case 12SN0241. This landscaped area will incorporate a 15 to 20-foot high berm and plantings. Staff is supportive of an exception to apply the 263 square feet of signage allotted to the east (rear) elevation of the building to other portions of the building elevations that are visible.

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Calculation of Building Mounted Signage: When signage is applied directly to the building face and emphasized by an architectural or painted element of the building, the sign area is measured by a single rectangle that encompasses the extreme limits of all copy and background. Two (2) of the proposed building-mounted signs meet this criteria, as noted in the chart below and in Attachment 4.

Sign Location Copy Sign Area Including

Background

Sign Area Copy Only

Difference (SF)

C West Elevation “PHARMACY” 212 Square feet 39.5 Square feet -172.5 D West Elevation “MARKET CAFÉ” 288 Square feet 89.6 Square feet -198.4

TOTAL -370.9 While the Ordinance would require inclusion of this background in the sign area, this background is of the same color and design used throughout the proposed building exterior and is in keeping with the character of the building. As such, an exception to permit calculation of the sign area around the individually mounted letters, excluding the background, would be appropriate (Condition 2) Further, the graphic identified below, while considered a sign by Ordinance, consists of a relief in the EFIS-treated façade with no alterations to colors or materials from that of the building backdrop. As presented, staff is supportive of an exception to permit this graphic without a debit to sign square footage allowances.

Sign Location Copy Sign Area Including Background (Ordinance) H South Elevation Graphic EFIS Icon 100 Square feet

Conclusion: The following represents a summary of the issues considered by staff in evaluation of the exceptions to building mounted signage area:

Exceptions Sign Area (SF) East Elevation (Rear) Sign Area Applied to Other Facades 263 Background Area Credit (Signs C and D) 371 Graphic EFIS Icon Credit (Sign H) 100 Signage by Ordinance (Excluding East Elevation) 395

Total Permitted by Ordinance and Exceptions 1,129 Given these considerations, staff is supportive of the requested sign exceptions. The size of the building, its orientation to Midlothian Turnpike and its lack of visibility from the eastern approach further support modifications that provide sign legibility without an over concentration.

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PUBLIC FACILITIES

FIRE SERVICE Staff Contact: Anthony Batten (804-717-6167) BattenA@chesterfield.gov

Nearby Fire and Emergency Medical Service (EMS) Facilities

Fire Station The Midlothian Fire Station, Company Number 5 EMS Facility The Forest View Volunteer Rescue Squad

COUNTY DEPARTMENT OF TRANSPORTATION Staff Contact: Jim Banks (804-748-1037) banksj@chesterfield.gov

No comment. VIRGINIA DEPARTMENT OF TRANSPORTATION

Staff Contact: Brian Lokker (804-674-2384) brian.lokker@vdot.virginia.gov

VDOT Land Use Regulations Traffic Impact Analysis (24VAC30-155) -

Access Management (24VAC30-73) - Subdivision Street Acceptance (24VAC30-91/92) -

Land Use Permit (24VAC30-151) - Summary - No comments

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WATER AND WASTEWATER SYSTEMS Staff Contact: Jamie Bland (804-751-4439) blandj@chesterfield.gov

The proposal’s impacts on the County’s utility system are detailed in the chart below:

Water and Wastewater Systems Currently

Serviced? Size of Existing Line Connection Required by County Code?

Water No 36” Yes Wastewater No 30” Yes

Additional Information: The proposed request will not impact the public water and wastewater systems.

ENVIRONMENTAL Drainage, Erosion and Water Quality

Staff Contact: Doug Pritchard (804-748-1028) pritchardd@chesterfield.gov Environmental Engineering has not comment on this request.

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CASE HISTORY

Applicant Submittals 4/6/15 Application submitted

Planning Commission Meeting 6/16/15 Citizen Comments:

No one spoke to this request Recommendation – APPROVAL SUBJECT TO THE CONDITIONS IN ATTACHMENT 1 Motion: Waller Second: Brown AYES: Gulley, Waller, Brown, Patton and Wallin

The Board of Supervisors on Wednesday, July 22, 2015, beginning at 6:30 p.m., will consider this request.

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ATTACHMENT 1

CONDITIONS

Note: “STAFF/CPC” – Recommended by both staff and Planning Commission

(STAFF/CPC) 1. The Textual Statement, dated April 6, 2015, shall be considered

the Master Plan for the sign exceptions. (P) (STAFF/CPC) 2. Any architectural or painted element of the building that serves as

a background for individually mounted or painted letters of a sign shall use a color and/or style that are commonly used throughout the building exterior. (P)

ATTACHMENT 2

TEXTUAL STATEMENT

TEXTUAL STATEMENT Wegmans Food Markets, Inc.

April 6, 2015

The Owners request a Conditional Use Planned Development ("CUPD") to permit zoning ordinance exceptions, as described below, for the C-3 Community Business District zoned properties known as Chesterfield County Tax Identification Numbers 735-707-9536, 736-707-4093, 736-707-8355, 737-707-2091, and 737-707-2699.

EXCEPTION:

An exception of 735.1 square feet to the total 395 square foot limit for building sign area. Each sign is shown on the attached “Midlothian Pike #129 Exterior Elevations” and related photographs.

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ATTACHMENT 3

ELEVATIONS

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ATTACHMENT 4

PROPOSED SIGNAGE

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ATTACHMENT 4

PROPOSED SIGNAGE

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ATTACHMENT 4

PROPOSED SIGNAGE

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ATTACHMENT 4

PROPOSED SIGNAGE

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