applicant & property owner city of virginia beach ......2017/11/08 · fabric banner signs are...

City of Virginia Beach, Dept. of Aquariums & Museums Agenda Item 6

Applicant & Property Owner City of Virginia Beach, Department of Aquariums & Museums

Public Hearing November 8, 2017

City Council Election District Beach

Request Major Entertainment Venue Signage Staff Recommendation Approval Staff Planner Kevin Kemp Location 717 General Booth Boulevard & 928 S. Birdneck Road GPINs 2416987653, 2416758858 Site Size 61 acres AICUZ Greater than 75 dB DNL Watershed Atlantic Ocean Existing Land Use and Zoning District Aquarium / P-1 Preservation Surrounding Land Uses and Zoning Districts North Undeveloped Wooded Area / R-7.5 Residential South Outdoor Recreation Facility / B-2 Community Business East Lake Rudee / R-10 Residential West Camp Pendleton / P-1 Preservation

Agenda Item 6


On December 6, 2016, City Council adopted an Ordinance that added “Aquariums” to the definition of a “Major Entertainment Venue.” Per Section 218 of the City Zoning Ordinance, the signage package for major entertainment venues must be approved by City Council. All dimensional requirements and regulations are determined with City Council’s approval. The Virginia Aquarium and Marine Science Center wishes to make significant modifications to their signage, and therefore this application has been requested. The details of the proposed signage package are identified below:

1. Free-standing Signs - New free-standing signs are proposed at each primary entrance to the aquarium facilities. The proposed signs will be in the same location as the existing free-standing signs, however, will increase in size and visibility. The proposed signs will each be sixteen (16) feet in height, ten (10) feet in width, and have a three (3) foot depth. Each sign will feature the name and logo of the aquarium, an LED screen, and the address of the facility on each face. The LED sign will display events and exhibits that are currently or forthcoming at the facility. The proposed signs will be both backlit in certain areas, and illuminated using exterior (spot) lighting. Landscaping will be planted around the base of the signs.

2. Building Signs - An additional building sign is proposed over the entrance to the pavilion building. The sign will feature the name and logo of the aquarium.

3. Parking Signs - The proposed parking sign will replace the existing sign at the parking area located on the east side of General Booth Boulevard. The parking sign will be approximately five (5) feet in height, approximately three (3) foot, and seven (7) inches in width. The sign will feature a prominent “P” and “PARKING,” as well as the name and logo of the aquarium. The same parking sign will be used to identify any future parking areas. Landscaping will be planted around the base of the sign.

4. Temporary Signs - a. Fabric banner signs are proposed on the light poles throughout the parking areas. These signs will be 48

inches in height, and 24 inches in width. These signs will be interchangeable to display events or exhibits at the facility, or specific services offered on the site.

b. Fabric banner signs, the same dimension and concept as described above, are proposed to be located on the light poles along General Booth Boulevard directly adjacent to the aquarium property.

c. A banner or inflatable sign is requested to be located on the main aquarium building to promote large or changing events. The specific size and appearance of the sign or inflatable sign will vary with each event. The banner or inflatable sign will only be displayed for one week at a time.

Background and Summary of Proposal


Zoning History # Request 1

MOD (Approved 10/26/2004) CUP (Outdoor Recreation – Approved 10/26/2004) CRZ (Approved 04/27/2004) MOD (Approved 04/27/2004) CUP (Outdoor Recreation Approved - 07/05/1983) CUP (Outdoor Recreation – Approved 05/03/1982)

2 REZ (A-12 to I-1 Approved – 10/26/2004) CUP (Bulk Storage – Approved 10/26/2004) CUP (Outdoor Recreation – Approved 02/11/2003)

3 REZ (Approved 10/26/2004) MOD (to Proffers – Approved 04/27/2004) CUP (Outdoor Recreation – Approved 10/26/2004)

4 REZ (B-2 to P-1 – Approved 12/14/1987) REZ (P-1 to B-2 – Approved 01/25/1982) CUP (Outdoor Storage – Approved 01/25/1982)

Application Types CUP – Conditional Use Permit REZ – Rezoning CRZ – Conditional Rezoning

MOD – Modification of Conditions or Proffers NON – Nonconforming Use STC – Street Closure

FVR – Floodplain Variance ALT – Alternative Compliance SVR – Subdivision Variance

The Zoning Ordinance requires that all signage for major entertainment venues be reviewed and approved by City Council. No specific dimensional requirements or regulations are placed on these signs as each major entertainment venue presents a unique situation and should be reviewed on its own individual merit. Additionally, major entertainment venues are critical to the City, as they draw a large amount of visitors each year to Virginia Beach. In this specific case, the Virginia Aquarium attracts more than 600,000 visitors per year, making it the number one cultural attraction in Hampton Roads. The Department of Aquariums and Museums requests approval of the submitted sign package to provide stronger visibility along General Booth Boulevard and to make all signage consistent with their branding efforts. The proposed signs will allow for greater recognition of the facilities, as well as to clearly articulate current or upcoming events and exhibits. In Staff’s opinion, the signs are aesthetically pleasing and will enhance the appearance of the site. Additionally, the size and appearance of the signs is compatible with the surrounding area, which features other large recreational venues. For the reasons stated above, Staff recommends approval of this application.

1. When installed, all signage shall be in substantial conformance to the submitted sign package entitled, “VIRGINIA

AQUARIUM, VAQ-057-EXTERIOR SIGNAGE,” dated July 26, 2017 and prepared by Otto Design + Marketing. This sign package is included in this report and will remain on file in the Department of Planning and Community Development.

2. Landscaping, with a minimum area of seventy-five (75) square feet of area shall be planted around the base of the free-standing signs located at each entrance and all parking signs. Landscaping shall be maintained and replaced if dead or dying.

Evaluation and Recommendation

Recommended Conditions

1 2 3

4


3. The temporary banner or inflatable located on the main aquarium building must be related to an exhibit or event

located on the aquarium site.

4. Permits must be obtained from the Department of Planning, Zoning Division prior to the installation of any permanent signage.

5. Temporary signs and banners shall be maintained in good condition, absent of any rips, tears, fading or other aesthetic deformities.

Further conditions may be required during the administration of applicable City Ordinances and Standards. Any site plan submitted with this application may require revision during detailed site plan review to meet all applicable City Codes and Standards. All applicable permits required by the City Code, including those administered by the Department of Planning / Development Services Center and Department of Planning / Permits and Inspections Division, and the issuance of a Certificate of Occupancy, are required before any uses allowed by this Use Permit are valid. The applicant is encouraged to contact and work with the Crime Prevention Office within the Police Department for crime prevention techniques and Crime Prevention Through Environmental Design (CPTED) concepts and strategies as they pertain to this site.


Proposed Sign at North Entrance


Proposed Sign at South Entrance


Proposed Building Sign- Pavilion


Proposed Parking Signs


Temporary Signs- Parking Area


Temporary Signs- General Booth Blvd.


Temporary Banner or Inflatable


Disclosure Statement

applicant & property owner city of virginia beach ......2017/11/08 · fabric banner signs are...

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