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Design Review Board

Level 1: Minor alteration of an existing building/structure
Level 1: Sign

8-C-19-DT

Installation three awnings, one awning sign, and one projecting sign.

Awnings: There are three awnings proposed, one for each of the three storefront bays. They will have a minimum clearance with the sidewalk of 9'-0" and extend from the building 5'-8". The awnings will not extend over or be attached to the terra cotta tiles on the engaged pilasters that are to the sides and between the storefronts. They will be attached to the metal storefront system, which is new (non-historic), and will be located below the storefront cornice trim. The awnings will not cover the transom above the storefront cornice.

Awning sign: The middle awning will have a sign centrally located that is 6" tall on the 8" tall valance, and will be approximately 5'-6" long (approx. 2.75 sqft).

Projecting sign:
-- Dimensions/area: The sign is approximately 11'-4.25" tall by 4'-1.25" wide, as measured to its outer most edges. The majority of the sign is 2'-10.5" wide. The sign is approximately 31 sqft using the actual sign area instead of the outer most measurements.
-- Location: The sign will be attached to the engaged pilaster on the second floor, between the 3rd and 4th row of windows from the south (left) side of the building. The sign will be approximately 6" above the signboard and 5.75" below the 3rd floor window sills.
-- Material: Aluminum sign cabinet, corrugated aluminum background panels behind the words "Wild" and "Wing", and white faced acrylic push-thru channel letters.
-- Illumination: The channel letters will be backlit, and exposed bulbs will line the length of the arrow (red portion of the sign). The exposed bulbs will also be on the outside edge of the sign.

Location
419 S. Gay St.
Applicant Request
Installation three awnings, one awning sign, and one projecting sign.

Awnings: There are three awnings proposed, one for each of the three storefront bays. They will have a minimum clearance with the sidewalk of 9'-0" and extend from the building 5'-8". The awnings will not extend over or be attached to the terra cotta tiles on the engaged pilasters that are to the sides and between the storefronts. They will be attached to the metal storefront system, which is new (non-historic), and will be located below the storefront cornice trim. The awnings will not cover the transom above the storefront cornice.

Awning sign: The middle awning will have a sign centrally located that is 6" tall on the 8" tall valance, and will be approximately 5'-6" long (approx. 2.75 sqft).

Projecting sign:
-- Dimensions/area: The sign is approximately 11'-4.25" tall by 4'-1.25" wide, as measured to its outer most edges. The majority of the sign is 2'-10.5" wide. The sign is approximately 31 sqft using the actual sign area instead of the outer most measurements.
-- Location: The sign will be attached to the engaged pilaster on the second floor, between the 3rd and 4th row of windows from the south (left) side of the building. The sign will be approximately 6" above the signboard and 5.75" below the 3rd floor window sills.
-- Material: Aluminum sign cabinet, corrugated aluminum background panels behind the words "Wild" and "Wing", and white faced acrylic push-thru channel letters.
-- Illumination: The channel letters will be backlit, and exposed bulbs will line the length of the arrow (red portion of the sign). The exposed bulbs will also be on the outside edge of the sign.
Staff Comments
The Kress Building is a contributing structure within the Gay Street Commercial (National Register) Historic District, so the Historic Resources section of the design guidelines do apply.

The guidelines for awnings states they "are allowed on historic buildings when they are appropriate to the building and are designed with traditional shapes, forms, and materials" and "their overall size, shape, and projection from the building must be in proper proportion and scale to the building and contained within the window or door they shelter, and not cover adjacent wall surfaces." In addition, signs are permitted on the valance of awnings. The awnings and awning sign appear to meet these recommendations.

The guidelines recommend that projecting signs be no more than 9 sqft and that sign not have internal illumination. The guidelines do, however, state that projecting signs larger than 9 sqft must be approved by the board (Section 2.B.1b) and the board has approved internal illumination on a case-by-case basis. The guidelines state, that "advertising signs should be effective and appropriate to historic areas without contributing to visual clutter. Primary concerns are a sign's location, size, material, and illumination." A comparison of other projecting signs that have been approved by the board on this block, as well as the Historic Zoning Commission for reference, is attached to the agenda. The summary of the existing vs. proposed signs is the proposed sign is approximately 4 sqft larger than the next largest sign, Babalu, and the proposed sign is approximately 7' higher on the building than the Babalu sign. The higher location of the proposed sign on the building helps offset the slightly larger size.

The illumination of the projecting sign is different than most other signs in that it uses numerous exposed bulbs on the sign face. Other signs that have exposed bulbs include Maple Hall, Regal Riviera Cinema, and Tennessee Theatre. The Maple Hall sign only illuminates one exposed bulb at a time to suggest the ball is rolling toward the pin, so the sign is not as bright as if all the bulbs were illuminated at the same time. The Regal Riviera Cinema and Tennessee Theatre are destination type uses that generally warrant special consideration for the size and illumination of signs.

The proposed sign also has bulbs on the outside edge of the sign (perpendicular to Gay Street). The are a few other signs with similar illumination placement, however, they use neon instead of bulbs. These include Cruze Farm Dairy (approved by the Historic Zoning Commission) and Regal Riviera Cinema (permitted before the Downtown Design Review Board was created). There are several other signs that have neon that only wraps around a small portion of the outer edge.

Staff is recommending approval of the proposed projecting sign as submitted because the sign was not out of character with other signs on the block, and on Gay Street in general, taking into consideration the size, illumination, and location on the building. However, the board should consider these aspects in regard to this location to determine if the proposal is appropriate as submitted, or should be modified based on the deliberations at the board meeting.

Applicable guidelines

Section 1.C.7. (RECOMMENDED SIGNS)
Commercial establishments need to advertise. However, advertising signs should be effective and appropriate to historic areas without contributing to visual clutter. Primary concerns are a sign's location, size, material, and illumination.
GUIDELINES:
7a. Locate signs above storefront windows, below second-story windows on the sign board, or on the storefront windows themselves (30% is maximum coverage), or off the front of the building as a projecting sign (maximum size: 9 square feet).
7b. Create signs that are proportional to the building where they are located.
7c. Do not light signs internally.
7d. Allow painted signs on building walls in the warehouse area along Jackson Avenue, and in some other locations along Gay Street.
7e. Preserve signs that are historic elements of buildings.

Section 1.C.8. (AWNINGS)
Awnings are allowed on historic buildings when they are appropriate to the building and are designed with traditional shapes, forms, and materials. If awnings are used, their overall size, shape, and projection from the building must be in proper proportion and scale to the building and contained within the window or door they shelter, and not cover adjacent wall surfaces. Canvas is usually the appropriate material for awnings.
GUIDELINES:
8a. Allow awnings in traditional shapes and materials.
8b. Contain signs or advertising only within the valance of the awning.

Section 2.B.1. (RECOMMENDED SIGNS) -- THE TRADITIONAL GRID DISTRICT
These recommendations for signs in the traditional grid district recognize that certain types of signs are more pedestrian-friendly and should be encouraged within the grid district.
GUIDELINES:
1a. Wall signs on sign boards that are above a transom or first story and mounted flush to the building façade.
1b. Projecting signs of modest size (9 square feet, maximum); a larger sign must be approved by the board.
1c. Window signs, less than 30 percent coverage, including neon signs.
1d. Building name sign and/or building directory.
Applicant

Planning Staff
Mike Reynolds
Phone: 865-215-3827
Email: mike.reynolds@knoxplanning.org
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