PLANNING & LAND USE MANAGEMENT MOTION The Grand Avenue Project is a multi-phase, mixed-use development that has been in the making since the early 2000s when, with the creation of the Grand Avenue Joint Powers Authority, including the County of Los Angeles and the former Community Redevelopment Agency, was formed to plan, approve, and implement the project. Renowned architect Frank Gehry has worked with the developer of Parcel Q, CORE/Related Grand Ave Owner, LLC, for the residential, commercial, retail, hotel, and public space elements of the project titled “The Grand.” The Grand Avenue Project is located in the downtown neighborhood of Bunker Hill, the Parcel Q site is bounded by 1st Street, Olive Street, 2nd Street, and Grand Avenue, adjacent to Los Angeles County administrative and governmental buildings, and is in close proximity to Walt Disney Concert Hall, the Museum of Contemporary Art, the Colburn School, the Broad, and the Dorothy Chandler Pavilion, as well as Grand Park and the Mark Taper and Ahmanson Theaters. To facilitate the success of the extensive retail within the project, most of which will be located within the interior plaza of the project, on-site signage will be critical to activating all sides of the Parcel Q site for patrons arriving on foot and by car. As contemplated by project agreements, the developer has presented and obtained approval from the Joint Powers Authority for a sign district proposal to be considered by the City for approval. The signage plan complements the architecture, facilitates directional and informational signage at The Grand’s perimeter and interior including for transit users, and allows for intuitive circulation through and within the Parcel Q site. While much of the proposed signage meets the City’s existing code requirements, certain necessary elements are unique and require a Sign District with standards and limitations for all exterior signage within the project site. I THEREFORE MOVE that the City Council instruct and request the following up to facilitate a dynamic signage program for the Parcel Q site of the Grand Avenue Project: 1. Instruct the Department of City Planning, and request the City Attorney, to initiate the Zone Change process to establish a Supplemental Use Sign District (including assigning a City Planning Commission case number) to consider a signage program for the Grand Avenue Project that is appropriate for a mixed-use project with the various commercial uses including hotel, retail, restaurants and entertainment; 2. Instruct the Department of City Planning, and request the City Attorney, to initiate the process to begin and coordinate review of Supplemental Use Sign District upon | submittal of a Department of City Planning Master Land Use Permit Application submitted directly to the Department of City Planning's Major Projects Unit; and, w. jmrcvTjp 3. Instruct the Department of City Planning, and request the City Attorney, upon *T!'- - NOV 2 6 submittal the Department of City Planning’s Major Projects Unit a Grand Avenue J/L f Project Signage Plan and deposit of funds for processing the Supplemental Use Sign District, to work with the project developer to prepare the necessary documents for a Supplemental Use Sign District, and assign staffing as needed to process the land use documents in a timely manner and obtain public review prior to the Council’s future consideration. PRESENTED BY: Couneilmember Marqueece Harris-Dawson SECONDED BY:.