These visual design guidelines implement the Highway 99W corridor specific plan. The specific plan and visual design guidelines were adopted by ordinance pursuant to Article 8, Authority for Scope of Specific Plans of the Planning and Government Code in compliance with Sections 65450 and 65503 of the Government Code.

(Ord. 573 (part), 1997).

The visual design guidelines found in Appendix D of the Highway 99W corridor specific plan intend to provide the standards, design criteria and procedures necessary to achieve the following objectives:

A.

Implement the provisions and policies of the general plan.

B.

Provide maximum opportunities for innovative community design and site planning, consistent with orderly development and protection of the downtown business environment while allowing for new commercial growth potentials.

C.

Improve the visual image, economic well-being and overall integrity of the Highway 99W Corridor.

(Ord. 573 (part), 1997).

A.

These visual design guidelines shall be applied only in the Highway 99W corridor specific plan area, which has been designated the Corning business development zone.

B.

These visual design guidelines are to be used in conjunction with existing city regulations, including but not limited to the city's zoning ordinance and land division standards and other regulations that apply.

C.

If any portion of these regulations are, for any reason, declared by a court of competent jurisdiction to be invalid or ineffective in whole or in part, such decisions shall not affect the validity of the remaining portions thereof. The city council declares that it would have enacted these regulations and each portion thereof, irrespective of the fact that any one or more portions be declared invalid and ineffective.

(Ord. 573 (part), 1997).

A.

1.

The visual design guidelines have been created to provide guidelines for the implementation of the Highway 99W corn-don specific plan. They have been designed as a companion document (Appendix D) to the specific plan and are intended to aid planners, architects, landscape architects, engineers, property owners and developers in adhering to the guidelines which will promote an improved image and character for the Highway 99W Corridor and Corning business development zone. These design guidelines will be utilized by the city staff and planning commission in reviewing projects requiring site plan review.

2.

There are key design elements which contribute significantly to the overall visual impact of a community. These include architecture or building design and criteria which deal with signs, lighting, landscaping, parking and other details. The specific plan provides criteria for minimum design standards. This chapter addresses in general terms the long range goals of the specific plan and establishes the guidelines which can be used and expanded upon in more detail through the site plan review process.

3.

The visual design guidelines are not intended to limit the work of designers, but to provide a flexible framework to accomplish an overriding design concept and to encourage quality development which will establish the Highway 99W corridor and Corning business development zone as a special place to work and run a business.

B.

1.

Community Design Goals.

a.

Create a high-quality and distinct community image and a functional and aesthetically pleasing commercial corridor;

b.

Encourage the development of superior architectural and site planning design which, in time, will create an image for the city of Conning that attracts quality businesses and increases the market population.

2.

Community Design Policies.

a.

Provide an avenue for new development to complement and promote the future vision for the Highway 99W corridor;

b.

Revitalize existing building facades and signs as well as sidewalks and parking areas;

c.

Protect residential zones abutting the specific plan study area from incompatible commercial intrusion through the use of design techniques;

d.

Provide for the elimination or screening of visually objectionable views such as outdoor storage, utility cabinets, trash containers, roof-mounted equipment, blank side walls, and loading areas through the implementation of the design guidelines;

e.

Promote complementary landscape treatments throughout the study area to enhance hardscape elements, pedestrian amenities and storefronts;

f.

Enhance and promote the creation of public space throughout the study area, through the use of street furniture, landscaping, building design and pedestrian orientation;

g.

Design gateways or entry points which provide a sense of arrival to the study area, initiate a streetscape design theme, and provide signs to important destinations.

3.

Community Design Implementation Measures.

a.

Develop consistent streetscape, landscaping and building design palettes for the study area that are sensitive to the creation of a high quality image. (It is not the intent of this thematic requirement to discourage innovative or contemporary architectural expressions or to imitate the architecture of the past, but to promote the harmonious coexistence of architectural styles varying from restoration to contemporary architectural themes);

b.

Require compliance with the design guide-lines for the Highway 99W Corridor Specific Plan study area in plans for new development or expansion or redevelopment of existing development; incorporate design as a major consideration in design review and approval;

c.

Develop an incentive program that rewards private sector development for providing certain "extra" design and pedestrian amenities within their projects;

d.

Provide incentives and incorporate an encouragement program to expedite removal of signs that do not conform to the regulations of this specific plan. (Participation of existing land use owners is voluntary.)

(Ord. 573 (part), 1997).