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P25-0300, 4191 First Street Planning Commission <br />2 of 6 <br />changes require SDR approval. The Zoning Administrator denied the SDR application (P25- <br />0300) on February 25, 2026. The applicant filed an appeal on March 5, 2026, pursuant to <br />Pleasanton Municipal Code (PMC) Section 18.144. The application is therefore before the <br />Planning Commission for de novo consideration, whereby the Commission is tasked with <br />evaluating the application afresh, as if the Zoning Administrator had never taken action. The <br />Planning Commission may uphold the denial or approve the SDR with or without modifications. <br /> <br />SITE AND AREA DESCRIPTION <br />The subject site is an approximately 0.5-acre parcel located at the intersection of First Street <br />and Ray Street/Vineyard Avenue. The site contains a gas station and a convenience market <br />(shown in Figure 1). Access to the site is provided along the First Street and Ray Street <br />frontages. Adjacent uses to the site include detached single-family homes and office buildings <br />to the west along Ray Street, commercial tenant spaces to the north along First Street, <br />residential to the east along Vineyard Avenue and a variety of commercial uses to the south <br />along First Street (shown in Figure 1). <br /> <br />Figure 1: Aerial of the Site and Surrounding Area <br /> <br />BACKGROUND <br />Design Review Process <br />The PMC Section 18.20.010.B.7. (Design Review) specifies the City's Zoning Administrator <br />shall review and make decisions regarding all signs. <br /> <br />Determinations on signs are typically made in one of two ways: <br /> <br />1. Conformance with an approved master sign program; or <br />2. Sign Design Review. <br /> <br />Master Sign Program <br />Page 175 of 214