CITY COUNCIL REGULAR MEETTIMG AGENDA PACKET 7-7-26

COMMUNITY & ECONOMIC DEVELOPMENT P. O. BOX 520 · 200 Old Bernal Avenue www.cityofpleasantonca.gov Pleasanton, CA 94566-0802 Planning Building & Safety Code Enforcement Permit Center Traffic Engineering (925) 931-5600 (925) 931-5300 (925) 931-5620 (925) 931-5630 (925) 931-5677 February 25, 2026 VIA Email: guyhouston@sbcglobal.net Guy Houston California Gold Advocacy Group 6300 Village Parkway Suite 200 Dublin, CA 94568 Subject: P25-0300, Gas Station Monument, Wall, Canopy Signage 4191 First Street Effective Date: March 7, 2026 Dear Mr. Houston: The City of Pleasanton has completed its Sign Design Review procedure for your proposal to install new monument, wall, and canopy signage as part of a gas station rebranding for Shell Gas Station located at 4191 First Street. Your application has been denied, subject to the following review criteria outlined in Pleasanton Municipal Code Section 18.20.030: 1. Preservation of the natural beauty of the city and the project site's relationship to it; The project site is located at a prominent entryway to Downtown, where the visual character of the streetscape contributes to the City’s community identity. The proposed canopy design creates an overly brand-forward visual emphasis that detracts from the intended Downtown entry character and does not reinforce the site’s relationship to the City’s broader aesthetic context and natural/visual setting. General Plan Community Character Element Policy 15, Program 15.3 requires redevelopment of existing commercial sites to include attractive sign design and higher-quality sign materials and attractive colors, minimizing bright franchise colors. Further, Community Character Element Policy 16 "discourages franchise and prototype architecture and signage". 2. Appropriate relationship of the proposed building to its site, including transition with streetscape, public views of the buildings, and scale of buildings within its site and Attachment 2 Page 160 of 214