HomeMy WebLinkAboutItem IVPage 1
PLAN COMMISSION STAFF REPORT JANUARY 4, 2022
ITEM IV: SPECIFIC IMPLEMENTATION PLAN AMENDMENT FOR SIGNAGE AT
1844 OSHKOSH AVENUE
GENERAL INFORMATION
Applicant: TLC Sign: Julie Braun
Property Owner: Prime Space Development
Action(s) Requested:
The petitioner requests approval of a Specific Implementation Plan (SIP) amendment for a
cabinet sign and pre-menu board sign at 1844 Oshkosh Avenue.
Applicable Ordinance Provisions:
Planned Development standards are found in Section 30-387 of the Zoning Ordinance.
Background Information Property Location and Type:
The subject site is a 108,886 square foot (2.49acre) irregular-shaped vacant parcel located on the
east side of N. Koeller Street, north of Oshkosh Avenue. The property is zoned Corporate
Business Park with a Planned Development Overlay (CBP-PD) and the surrounding area
consists predominately of vacant commercial land as well as Lakeshore Park to the north. The
2040 Comprehensive Plan recommends Interstate Commercial land use for the subject property.
On October 13, 2020, Common Council approved a General Development Plan and Specific
Implementation Plan for a commercial development at the subject site. An SIP Amendment
was approved on November 9, 2021 to allow for a patio addition.
Subject Site
Existing Land Use Zoning
Commercial CBP-PD
Adjacent Land Use and Zoning
Existing Uses Zoning
North Park I
South Vacant CBP-PD
East Vacant CBP-PD
West Commercial CBP-PD
Comprehensive Plan Land Use Recommendation Land Use
2040 Land Use Recommendation Interstate Commercial
Page 2
ITEM IV - SIP Amendment – 1844 Oshkosh Avenue 2
ANALYSIS
Use
The previously approved GDP/SIP for the site was for two commercial buildings. The north
building is a two-story 21,516 sq. ft. mixed use building containing first floor retail and
restaurant spaces and second floor office space. The south building will be a 7,896 sq. ft. single
story multi-tenant retail building which will also have a drive-thru lane.
The applicant is requesting an SIP amendment to allow for a cabinet sign and a pre-menu board
for the drive-thru lane on the on the east side of the building.
Site Design
No changes are being proposed to the site design.
Lighting
No changes are being proposed to the lighting for the site.
Signage
The applicant is proposing signage for the Starbucks space on the property, including channel
letters, cabinet sign, pre-menu board, menu board, parking signs, and monument faces. A base
standard modification (BSM) is required for the cabinet sign as cabinet signs are prohibited in
the CBP district. According to the applicant, circular “siren” logo cabinet signs proposed on the
south and east facades are beneficial as the recognized logo will allow traffic to quickly and
easily identify the business and access the site.
Page 3
ITEM IV - SIP Amendment – 1844 Oshkosh Avenue 3
Staff does not support the proposed BSM to allow a cabinet sign as the applicant could utilize
other sign type options for the logo to comply with CBP standards. For example, a reverse
channel logo would be permitted, as was used for CLA accounting firm office (1660 Oshkosh
Ave.). The applicant could also use channel letters on the south and east elevations as shown
on the north elevation. Staff has also noted several existing Starbucks sites that do not have a
“siren” cabinet sign along the frontages. Below are examples of sites utilizing lettering on the
primary facades rather than a siren logo.
CLA approved wall sign
Page 4
ITEM IV - SIP Amendment – 1844 Oshkosh Avenue 4
The applicant is also requesting a BSM to allow a pre-menu board sign in addition to the menu
board, as code allows a maximum of one daily notice sign per business. According to the
applicant, the pre-menu board is a 6.72 sq. ft., 5.4’ tall, freestanding menu sign that is intended
to display seasonal or special menu options for the customer before they reach the full menu to
place their order. They also note that the pre-menu board will improve the efficiency of the
drive-thru as it will help customers to decide on their order before they reach the order point.
This will serve to prevent long drive-thru lanes and move customers through more quickly. As
proposed, the menu boards will have an 8’ side yard (east) setback. Staff does not have
concerns with the proposed setback as the approved SIP for the site included a BSM to allow a
5’ side yard setback for the parking lot and drive-thru.
Page 5
ITEM IV - SIP Amendment – 1844 Oshkosh Avenue 5
Staff is supportive of the second drive-thru sign (pre-menu board) as it is needed to
accommodate the full menu and support efficient use of the drive thru. Also, the location and
relatively small size of the pre-menu board will not be significantly visible from the Oshkosh
Page 6
ITEM IV - SIP Amendment – 1844 Oshkosh Avenue 6
Ave. right-of-way. All other signage being proposed will meet signage requirements for the
CBP district.
Landscaping
A landscaping plan has not been submitted as part of the request. No additional landscaping is
required as no additional building or paved areas are being provided. However, staff is
recommending a condition that 20 landscaping points be provided within the drive thru island
around the pre-menu and menu boards to offset the requested BSM.
Storm Water Management
The Department of Public Works reviewed the plans and did not have concerns.
Building Facades
No changes are being proposed for the building facades.
FINDINGS/RECOMMENDATION/CONDITIONS
In its review and recommendation to the Common Council on an application for a Planned
Development district, staff recommends the Plan Commission make the following findings
based on the criteria established by Chapter 30-387 (C)(6):
(a) The proposed Planned Development project is consistent with the overall purpose
and intent of this Chapter.
(c) The proposed architecture and character of the proposed Planned Development
project is compatible with adjacent/nearby development.
(d) The proposed Planned Development project will positively contribute to and not
detract from the physical appearance and functional arrangement of development in the
area.
Staff recommends approval of the Specific Implementation Plan amendment as proposed with
the findings listed above and the following conditions:
1. Denial of BSM to allow proposed cabinet signs.
2. BSM to allow a second drive thru sign, where code allows a maximum of one daily
notice sign.
3. A minimum of 20 landscaping points shall be provided around the pre-menu and menu
boards signs.
4. Except as specifically modified by this Specific Implementation Plan Amendment, the
terms and conditions of the original Specific Implementation Plan dated October 13,
2020 (Resolution 20-425) remains in full force and effect.
Page 7Sign_______
City of Oshkosh
Planned Development Application
For General Development Plan or Specific Implementation Plan
**PLEASE TYPE OR PRINT USING BLACK INK**
APPLICANT INFORMATION
Petitioner: _________________________________________________________________________________ Date: ____________
Telephone #: ( ) _________________ Email: _______________________ Contact preference: Phone Email
Status of Petitioner (Please Check): Owner Representative Tenant Prospective Buyer
OWNER INFORMATION
Owner(s): __________________________________________________________________________________ Date: ____________
Owner(s) Address: __________________________________________ City: ______________________ State: _____ Zip: ________
Telephone #: ( ) _________________ Email: _______________________ Contact preference: Phone EmailOwnership Status (Please Check): Individual Trust Partnership Corporation
Property Owner Consent: (required)
By signature hereon, I/We acknowledge that City officials and/or employees may, in the performance of their functions, enter
upon the property to inspect or gather other information necessary to process this application. I also understand that all
meeting dates are tentative and may be postponed by the Planning Services Division for incomplete submissions or other
administrative reasons.
___________________________________________________________________ Date: ____________
TYPE OF REQUEST:
General Development Plan (GDP)General Development Plan (GDP) Amendment
Specific Implementation Plan (SIP)Specific Implementation Plan (SIP) Amendment
SITE INFORMATION
Address/Location of Proposed Project: __________________________________________________________________________
Proposed Project Type: ________________________________________________________________________________________
Current Use of Property: ________________________________________________________________Zoning: ________________
Land Uses Surrounding Your Site: North: _________________________________________________________________________
South: _________________________________________________________________________
East: _________________________________________________________________________
West: _________________________________________________________________________
It is recommended that the applicant meet with Planning Services staff prior to submittal to discuss the proposal.
Application fees are due at time of submittal. Make check payable to City of Oshkosh.
Please refer to the fee schedule for appropriate fee. FEE IS NON-REFUNDABLE
www.ci.oshkosh.wi.us/Community_Development/Planning.htm
SUBMIT TO:Dept. of Community Development
215 Church Ave., P.O. Box 1130Oshkosh, WI 54901
PHONE: (920) 236-5059
Tim's Lighting Co, Inc. dba: TLC Sign, Inc.
731-4852920 julie@tlcsign.com
WI 54956
1844 Oshkosh Avenue Oshkosh
990 Jameson St Neenah
jmaeir@starbucks.com479-0004312
Starbucks
WI 54902
1844 Oshkosh Ave Oshkosh WI 54902
Pre Menu Board & Cabinet Signs
Commercial Corporate Business Park
Corporate Business Park
Corporate Business Park
Corporate Business Park
Corporate Business Park
12-6-21
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12-1-21
Page 82
SUBMITTAL REQUIREMENTS Must accompany the application to be complete.
(Submit only digital files. Please note at the discretion of Community Development staff may request a hard copy)
The following information must be provided in order for the application to be considered complete and able to
be scheduled for Plan Commission Review. Please use the checklist below to determine the required information
to be submitted at the time of application. If all information below cannot be provided at the time of application,
please request
A General Development Plan (GDP) submittal, per Section 30-387(C)(4), shall include the following items
(Submit only digital files. Please note at the discretion of Community Development staff may request a hard copy):
General location map of the subject site depicting:
All lands for which the Planned Development is proposed and other lands within 100 feet of the
boundaries of the subject property.
Current zoning of the subject site and abutting properties, and the jurisdiction(s) that maintains that
control.
A graphic scale and north arrow.
Generalized site plan showing the pattern or proposed land uses, including:
General size, shape, and arrangement of lots and specific use areas.
Basic street pattern and pattern of internal drives.
General site grading plan showing preliminary road grades.
Basic storm drainage pattern, including proposed on-site stormwater detention.
General location of recreational and open space areas, including designation of any such areas to
be classified as common open space.
Statistical data, including:
Minimum lot sizes in the development.
Approximate areas of all lots.
Density/intensity of various parts of the development.
Building coverage.
Landscaping surface area ratio of all land uses.
Expected staging.
Conceptual landscaping plan.
General signage plan.
General outline of property owners association, covenants, easements, and deed restrictions.
A written description of the proposed Planned Development, including:
General project themes and images.
The general mix of dwelling unit types and/or land uses.
Approximate residential densities and nonresidential intensities.
General treatment of natural features.
General relationship to nearby properties and public streets.
General relationship of the project to the Comprehensive Plan or other area plans.
Proposed exceptions from the requirements of the Zoning Ordinance.
Estimated project cost
Traffic Impact Analysis (TIA), if deemed necessary by the Director of Planning Services, or designee.
A Specific Implementation Plan (SIP) submittal, per Section 30-387(C)(5), shall include the following items.
Note that the area included in an SIP may be only a portion of the area included in a previously approved GDP
(Submit only digital files. Please note at the discretion of Community Development staff may request a hard copy):
An existing conditions map of the subject site depicting the following:
All lands for which the Planned Development is proposed and other lands within 100 feet of the
boundaries of the subject site.
Current zoning of the subject property and all abutting properties, and the jurisdiction(s) that
maintains that control.
Existing utilities and recorded easements.
All lot dimensions of the subject site.
A graphic scale and a north arrow.
An SIP map of the proposed site showing at least the following:
Lot layout and the arrangements of buildings.
Public and private roads, driveways, walkways, and parking facilities.
Specific treatment and location of recreational and open space areas, including designation of
any such areas to be classified as common open space.
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Proposed grading plan.
Specific landscaping plan for the subject site, specifying the location, species, and installation size of
plantings. The landscaping plans shall include a table summarizing all proposed species.
Architectural plans for any nonresidential buildings, multi-family structures, or building clusters, other than
conventional single-family or two-family homes on individual lots, in sufficient detail to indicate the floor
area, bulk, and visual character of such buildings.
Engineering plans for all water and sewer systems, stormwater systems, roads, parking areas, and
walkways.
Signage plan for the project, including all project identification signs, concepts for public fixtures and signs,
and group development signage themes that may or may not vary from City standards or common
practices.
Specific written description of the proposed SIP including:
Specific project themes and images.
Specific mix of dwelling unit types and/or land uses.
Specific residential densities and nonresidential intensities as described by dwelling units per acre,
and landscaping surface area ratio and/or other appropriate measures of density and intensity.
Specific treatment of natural features, including parkland.
Specific relationship to nearby properties and public streets.
Statistical data on minimum lot sizes in the development, the precise areas of all development lots
and pads; density/intensity of various parts of the development; building coverage, and
landscaping surface area ratio of all land uses; proposed staging; and any other plans required by
Plan Commission.
A statement of rationale as to why PD zoning is proposed. This statement shall list the standard
opportunities for community betterment that are available through the proposed PD project.
A complete list of zoning standards that would not be met by the proposed SIP and the location(s)
in which such exceptions/base standard modifications would occur.
Phasing schedule, if more than one development phase is intended.
Estimated project cost
Agreements, bylaws, covenants, and other documents relative to the operational regulations of the
development and particularly providing for the permanent preservation and maintenance of common
open areas and amenities.
A written description that demonstrates how the SIP is consistent with the approved GDP and any and all
differences between the requirements of the approved GDP and the proposed SIP.
I hereby certify that to the best of my knowledge all required application materials are included with this
application. I am aware that failure to submit the required completed application materials may result in denial or
delay of the application request.
Date: _____________________
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12-1-21
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To Whom It May Concern:
The zone in which Starbucks is located restricts the use of cabinet signs and pre-menu boards. The
cabinet signs that are being proposed are single faced, internally illuminated wall mount disks displaying
the well-known Starbucks siren logo. The pre-menu board is a small, freestanding menu sign that is
intended to display seasonal or special menu options for the customer before they reach the full menu
to place their order.
The cabinet signs we are proposing reflects one of the most recognized logos of our time: the Starbucks
siren logo. This famous green and white mermaid symbol is the face of the Starbucks Company. Its
unique design compels passerby to come inside and enjoy a coffee. Presenting this logo on the building
rather than simply placing channel letters to identify the business will allow people to recognize
Starbucks quicker and easier and should thus encourage even more business at this location.
The pre-menu board also serves an important purpose here. It is imperative that customers in the drive-
thru are served as quickly and efficiently as possible in order to maximize business, ensure a positive
customer experience, and to prevent traffic issues caused by long drive-thru lines. Starbucks prides itself
in offering 87,000 drink combinations on its menu, which could certainly cause delays when customers
reach the menu and need to decide and place their orders. The pre-menu board is designed to display
seasonal options and current specials to help customers come to a decision before they reach the order
point. This not only helps to promote these items and boost their sales, but also adds to the overall
efficiency of the ordering process.
In order to offset the amendment, Starbucks would be willing to add one additional landscaping point to
the property. Starbucks is willing to work with the city to meet the increased landscaping requirements.
990 Jameson St. Neenah, WI 54956
Phone: 920-731-4852 (4TLC)
www.tlcsign.com
Page 11CLIENT:
LANDLORD:
EST:
SLS/PM:
THE INTENT OF THIS DRAWING IS TO SHOW A CONCEPTUAL
REPRESENTATION OF THE PROPOSED SIGNAGE. DUE TO
VARIATIONS IN PRINTING DEVICES AND SUBSTRATES, THE
FINISHED PRODUCT MAY DIFFER SLIGHTLY FROM DRAWING.
QID 21-57322
JOB NAME
Starbucks 60645
CUSTOMER CONTACT
1844 Oshkosh Ave.
Oshkosh WI
David Rodatz
Chad Wike
SALESMAN / PM
DESIGNER
DWG. DATE
REV. DATE / REVISION
9-21-21
10-8-21 CW
11-9-21 CW
12-15-21 CW
2021/Starbucks/Locations/
Oshkosh WI/21-57322/
SB Oshkosh WI 21-57322
SCALE
FILE
LOCATION
DESIGN SPECIFICATIONS ACCEPTED BY:
As Noted
X
SITE PLAN
MONUMENT FACES
71” SIREN
20” CHANNEL LETTERS
PARKING SIGNS
36” TY/EO DIRECTIONAL
CLEARANCE BAR
PRE-MENU BOARD
DOS ON CANOPY / DCB
5 PANEL MENU BOARD
D
B
E
C
F
G
H
I
A
D
I
MOP SIGN / 4’ EXTENSION KITJ
Page 12
SIP AMENDMENT
1844 OSHKOSH AVE
PC: 01/04/2022
CITY OF OSHKOSH
PO BOX 1130
OSHKOSH, WI 54903
NORTH KOELLER STREET HOTEL
ASSOC LLC
2 QUAIL CREEK CIR
NORTH LIBERTY, IA 52317
LAKE SHORE DEVELOPMENT OF
OSHKOSH LLC
230 OHIO ST 200
OSHKOSH, WI 54902
FOX COMMUNITIES CREDIT UNION
3401 E CALUMET ST
APPLETON, WI 54915
TLC SIGN LLC
990 JAMESON ST
NEENAH, WI 54956
PRIME SPACE LLC
1325 N SUMMER RANGE RD
DE PERE, WI 54115
Page 13
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Prepared by: City of Oshkosh, WI
Printing Date: 12/20/2021
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City of Oshkosh maps and data are intended to be used for general identification purposes only, andthe City of Oshkosh assumes no liability for the accuracy of the information. Those using theinformation are responsible for verifying accuracy. For full disclaimer please go towww.ci.oshkosh.wi.us/GISdisclaimer
Page 14
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Printing Date: 12/20/2021
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City of Oshkosh maps and data are intended to be used for general identification purposes only, andthe City of Oshkosh assumes no liability for the accuracy of the information. Those using theinformation are responsible for verifying accuracy. For full disclaimer please go towww.ci.oshkosh.wi.us/GISdisclaimer
Page 15C:\Users\Public\Desktop\2020 Plan Commission Site Plan Map Template.mxd User: hannahs
Prepared by: City of Oshkosh, WI
Printing Date: 12/20/2021
1 in = 100 ft1 in = 0.02 mi¯1844 OSHKOSH AVE1844 OSHKOSH AVE
City of Oshkosh maps and data are intended to be used for general identification purposes only, andthe City of Oshkosh assumes no liability for the accuracy of the information. Those using theinformation are responsible for verifying accuracy. For full disclaimer please go towww.ci.oshkosh.wi.us/GISdisclaimer