A. The following definitions apply in this section:
"Digital display" means a sign face that displays images through the use of grid lights, cathode-ray projections, light-emitting diodes (LEDs), plasma screens, liquid-crystal displays (LCDs), fiber optics, or other electronic media or functionally equivalent technology.
"Digital sign" means an on-site sign that uses digital displays.
"Director" means the design director (defined in section 17.108.050) or the preservation director (defined in section 17.108.170), as appropriate.
"Regional shopping center" means a permanent building or group of permanent buildings that is located on at least 50 contiguous acres, has at least 1,000,000 square feet of retail space, has shared on-site parking, and is managed as a single property.
B. In addition to signage otherwise allowed by chapter 15.148, and subject to the requirements of this section, a regional shopping center may have up to two digital signs. Each digital sign must have a sign permit issued in accordance with article II of this chapter.
C. Structural requirements.
1. The digital signs may be attached or detached signs.
2. The digital signs must be at least 300 feet apart (measured using the closest edges of the two digital signs) when on the same façade or street frontage.
3. Detached digital signs that are oriented perpendicularly to a public street may have two sides, with one digital display on each side.
4. The maximum display area for each digital display is 300 square feet.
5. The maximum height of each digital sign is 35 feet.
D. Operational requirements.
1. General advertising may not be displayed. For purposes of this section, "general advertising" excludes advertising for a business within the regional shopping center.
2. Each image on a digital display must be static. Images may not be animated (i.e., move or present the appearance of motion) and may not use flashing, scintillating, blinking, or traveling lights or any other similar means of illumination.
3. Each image on a digital display must appear for at least 8 seconds. Digital displays must use either an instant transition between images or a fading transition with a transition time between images of at least 1 second and not more than 2 seconds. A digital display must not go blank during a transition.
4. The maximum pixel pitch of a digital display is 16 millimeters.
5. Digital displays must be equipped with a sensor or other device that automatically adjusts the brightness of the display according to changes in ambient lighting to comply with a brightness limitation of 0.3 foot-candle above ambient lighting. Digital displays must transition smoothly at a consistent rate from the allowed daytime brightness to the allowed nighttime brightness levels, beginning at 45 minutes before sunset and ending 45 minutes after sunset. An automatic photometric sensor must be provided for automatic dimming.
6. The hours of operation for digital displays are from dawn to midnight on Sunday, Monday, Tuesday, Wednesday, and Thursday and from dawn to 2:00 a.m. the following day on Friday and Saturday.
7. The maximum brightness of any digital display is 450 candelas per square meter at night and 7,500 candelas per square meter during the day. The brightness of a digital display must be measured as follows, at the display owner's expense, by a testing agency approved by the chief building official or designee:
a. Step One. Measure the display's brightness at night and during the day by focusing on the direct center of the display from a point that is 6 feet above grade and 20 feet away from the plane of the display (determined by a line that is within 6 degrees of a line perpendicular to the plane of the display).
b. Step Two. Use the following formula to determine the "measurement distance" (the "display area" in the radicand is the area of the display in square feet):
c. Step Three. Use the following formulas, calculate the display's equivalent maximum brightness during the day and at night:
Nighttime Maximum Brightness
Bn = 180,000 ÷ D2
Bn = 180,000 ÷ D2
Bn = equivalent maximum nighttime brightness
D = the measurement distance calculated in Step Two
Daytime Maximum Brightness
Bd = 3,000,000 ÷ D2
Bd = 3,000,000 ÷ D2
Bd = equivalent maximum daytime brightness
D = the measurement distance calculated in Step Two
d. Step Four. Measure the display's brightness at night and during the day by focusing on the direct center of the display from a point that is 6 feet above grade and D feet away (i.e., the measurement distance calculated in Step Two) from the plane of the display as determined by a line that is within 6 degrees of a line perpendicular to the plane of the display. If a brightness so measured exceeds the relevant equivalent maximum brightness calculated in Step Three, then the display's illumination must be adjusted so that it does not exceed that equivalent maximum brightness.
E. Other requirements
1. The total number of permitted signs in a regional shopping center, including the digital signs authorized by this section, may not exceed the maximum number of permitted signs allowed for the regional shopping center under article III of this chapter.
2. Digital signs are subject to approval by the director. As part of this process, the director will consult with the chief building official on the design and operational elements of any digital signs.
a. When deciding whether to approve the plans and specifications for a digital sign, the director
i. shall consider all of the factors relating to the proposed digital sign and, based on the evidence submitted, make the findings set forth in subsections E.1 through E.8 of section 15.148.1110 that apply to the digital sign; and
ii. shall not consider the content or graphic design of messages to be displayed on the digital sign other than to determine legality under federal or state law.
b. A permit issued for a digital sign under this section expires 10 years after the date of issuance, and upon expiration of the permit the digital sign must be removed at the owner's expense unless a new sign permit has been obtained for the continued use of the digital sign.
3. When constructing, operating, improving, maintaining, repairing, and removing a digital sign and any structures to which it is attached, the owner of the digital sign must comply with all applicable federal, state, or local laws, including the federal Highway Beautification Act of 1965 (23 U.S.C. § 131), the California Outdoor Advertising Act (Business and Professions Code § 5200 et seq.), and this chapter.
4. Based on new or updated information or studies, the city council may amend the standards and other provisions set forth in this section to mitigate effects on the visual environment or on residential properties or other sensitive receptors; to reduce driver distractions or other hazards to traffic; or to otherwise protect and promote the public health, safety, and welfare. The city council may apply the amended standards to existing digital signs. (Ord. 2019-0013 § 1)15.148.925