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The applicant states the additional height is needed to "allow outstanding view lines from Highway 10 for <br />customers and their vehicles traveling both north and south on Highway 10." The applicant notes the site <br />is approximately 1,100 —1,200 feet from the vehicle drive lanes on Highway* 10, and that truck traffic and <br />easy location of the dealership is a high priority for drivers /customers and access to the dealership. <br />The sign is located at the entrance to what will become the primary north -south alternative to Highway <br />10, and is approximately 50' from Twin Lakes Road. <br />Applicable Regulation <br />City ordinance outlines the criteria for the granting of a variance. In order for a variance to receive <br />approval, the request must satisfy all five of the following requirements. <br />The applicant did not provide any language establishing why a variance should be granted. <br />Variances may be granted when the petitioner establishes that the variance: <br />1. Is in ham Tony mill) thegeneral ttuapose and inlent a 'the ordinance, and <br />The city's sign ordinance includes height and size requirements for freestanding signs in all <br />zoning districts. Size requirements are based on evaluation of the potential impacts (safety, <br />aesthetics, visibility, etc.) as they relate to each zoning district. Additionally, the sign ordinance <br />is based on the following findings: <br />(1) Exterior signs have a substantial impact on the character and quality of the <br />environment. <br />(2) Signs provide an important medium that may convey a variety* of messages. <br />(3) Signs can create traffic hazards and aesthetic concerns, thereby threatening the <br />public health, safety and welfare. <br />(4) The city's zoning regulations include the regulation of signs in an effort to provide <br />adequate means of expression and to promote the economic viability of the <br />business community, while protecting the city and its citizens from a proliferation <br />of signs of a type, size, location, number and character that would adversely <br />impact upon the aesthetics of the community and threaten the health, safety and <br />welfare of the community. The regulation of the physical characteristics of signs <br />within the city has a positive iinpact on traffic safety and the appearance of the <br />communin-. <br />2. Is consisleaal wllh the Ci y oj{ Elk. Rh er compThensity plan, <br />The comprehensive plan guides the property for destination retail and office /corporate <br />campuses. The plan also discusses community image and notes that sign ordinances should <br />seek a balance between private and public objectives, and, at a minimum, the size, quality, <br />and appearance of signs should not detract from a positive community* image. <br />Variances inay be granted when the petitioner establishes that there are practical difficulties in complying <br />with the zoning ordinance. Practical difficulties paean that: <br />3. The pelitionei-pivposes to arse tlaepvra/ietfy in a i easonable rmaanei• itol pea7nilted Gj, the tioniatg ordinance,, <br />The petitioner proposes to construct a sign 20 feet taller than what the ordinance permits. <br />N: \Dcrietmc- nts \Corrmnunih' Do- clopmcnt\Planiung \Ca,r f ils 11' 1' I5 -06 C + :1'IR\S' 15-06 sr ;:i'I'li tilt .docx <br />