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HomeMy WebLinkAboutLimited Sign Permit LSP1990003 - Project DescriptionHTJNTINGTON JEEP EAGLE 16751 Beach Boulevard, Huntington Beach, CA 92647 LIMITED SIGN PE MIT EXCEPTIONAL CIRCUMSTANCES U Dealership is having to operate with Brand Dealership Identification displaying a manufacturer that no longer exists, and conduct Sales & Services with no current standard brand identification. SPECIAL PRIVILIDGES Request does not represent special or favored privilidges since signage that is to receive the new plastic faces is existing . No new signage is considered. New identification plastic faces only will be installed in existing sign cabinets . All existing secondary and directional ( old logo identification ) plastic faces will be removed , new logo replacing existing logo install - ed, and existing faces reinstalled in original signs. PROPERTY RIGHTS Approval for installation of new standard Brand identi- fication at dealership is necessary to allow operation with equal advertising and sales promotion enjoyed by adjacent auto dealerships in the area. PUBLIC WELFARE Granting of request would not be materially detrimental to the public since the planned Sign Program adds no addit- ional signage , and proper l y identifies Brand dealership for public recognition with logo , graphics and colors. HUNTINGTON JEEP EAGLE 7.6751 Beach Boulevard, Hunti-igton Beach, CA 92647 IIEASONS FOR INITIATING THIS APPLICATION Property is Auto Sales-Parts-Service dealership market- ing Chrysler JEEP EAGLE brand autos. American Motors previously manufactured and marketed the JEEP EAGLE brand autos. American Motors no longer exists. Nationwide Chrysler JEEP EAGLE identification. is necessary for dealership to enjoy benefits from nationwide Advertising sponsor- ed by the manufacturer. AREA DESCRIPTION AND POPULATION SERVED BY PROJECT Area is Commercial Zoned both sides of Beach Boulevard. Population served would include the apartment, condo and single family dewelings which parallel Beach Boulevard ( beyond the Commercial Zoned property ) and foot and auto traffic northbound and southbound. DESCRIPTION OF PROJECT AND SERVICES Project is a planned Sign Program incorporating stand- ard Brand logo, graphics and colors within the National Brand Identification for dealerships. Dealership offers New Cars and Used Cars sales, parts and service , and auto body repairs. DESCRIPTION OF SURROUNDING USES Area is Commercial Zoned both sides of Beach Boulevard. Business ranges from restaurants, strip centers with all normal operations ( hot foods, florists, and retail sales ). Existing auto dealerships with sales and service oper- ations are business commencing at Heil Avenue on the north, and ending at Terry Drive, subject dealership.