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Project Title: |
3188 Danville Boulevard Shell Fueling Station Signage Land Use Permit Modification |
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County File(s): |
CDLP26-02007 |
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Applicant/Owner: |
Aaron Hamilton/Promotion Plus Sign Company (Applicant) / Humburg Investments, LLC (Owner) |
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Zoning/General Plan: |
R-B Retail Business District and -CE Cannabis Exclusion Combining District / MUC Mixed-Use Community-Specific Density |
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Site Address/Location: |
3188 Danville Boulevard in the Alamo area of unincorporated Contra Costa County (APN: 192-081-003) |
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California Environmental Quality Act (CEQA) Status: |
Categorical Exemption - Class 1: CEQA Guidelines Section 15301(g), Existing Facilities |
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Project Planner: |
Grant Farrington, Planner III (925) 655-2868 |
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grant.farrington@dcd.cccounty.us |
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Staff Recommendation: |
Approve (See Section II for Full Recommendation) |
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I. PROJECT SUMMARY
The applicant requests approval of a Land Use Permit modification to delete Condition of Approval #4 of County File CDLP18-02016 to allow replacement signage including an illuminated logo on the existing fueling canopy, graphics on the double-side fueling pump valances, and refacing two freestanding pricing signs with LED illuminated text for an existing “Shell” fueling station.
II. RECOMMENDATION
Department of Conservation and Development, Community Development Division (CDD) staff recommends that the Zoning Administrator:
A. FIND that the project is categorically exempt from CEQA under Section 15301(g) of the CEQA Guidelines.
B. APPROVE the 3188 Danville Boulevard Shell Fueling Station Signage Land Use Permit to modify the conditions of approval of County File CDLP18-02016 for the installation of new replacement signage, based on the attached findings and subject to the attached conditions of approval.
C. DIRECT staff to file a Notice of Exemption with the County Clerk.
III. GENERAL INFORMATION
A. General Plan: MUC Mixed-Use Community-Specific Density.
B. Zoning District: R-B Retail Business District/-CE Cannabis Exclusion Combining District.
C. California Environmental Quality Act (CEQA): Categorical Exemption - CEQA Guidelines Section 15301(g), Existing Facilities, Class 1 exemption for new copy on existing on and off-premise signs.
D. Previous Applications:
CDLP21-02048: An application for a land use permit to modify County File CDLP18-02018 for new tenant improvements and new signage. This project was approved by the Zoning Administrator on July 6, 2022.
CDLP18-02016: An application for a land use permit to allow new signage and a variance for signage facing away from a street frontage. The project was approved by the Zoning Administrator on November 19, 2018.
CDDP08-03049: An application for a development plan to install a vapor recovery system. The application was approved by the Zoning Administrator on February 6, 2009.
CDLP04-02017: An application for a land use permit to allow a take-out food establishment within an existing gas station food mart. The application was approved by the Zoning Administrator on June 21, 2004.
CDDP03-03035: An application to amend County File CDLP88-02058 to allow exterior changes including new signage to the existing fueling station. The application was approved by the Zoning Administrator on January 5, 2004.
CDLP88-02058: An application for a land use permit to remodel the exterior of the fueling station, food mart and car wash. The application was approved by the Zoning Administrator on March 27, 1989.
3057-77: An application for a development plan to construct a storeroom addition to the existing service station. The application was approved by the Zoning Administrator on November 29, 1977.
109-68: An application for a land use permit to expand an existing service station with additional signage. The application was approved by the Planning Director on May 7, 1968.
IV. SITE/ AREA DESCRIPTION
The project site is a 0.59-acre rectangular shaped flat parcel that fronts Danville Boulevard and Stone Valley Road in the Alamo area. The lot has been developed with a fueling station that includes eight double-side fueling stalls underneath a canopy, a convenience mart, and a drive through car wash. The fueling station, which previously included vehicle service uses, has been a Shell branded station since at least 1968 and has not changed uses during that time.
The project site is located in a commercial area along Danville Boulevard with a variety of land uses including restaurants, grocery stores, and various retail businesses to the immediate west, south, and north. Single-family residential uses are located just beyond the commercial uses. The Alamo Plaza Shopping Center is on the opposite side of Danville Boulevard and Interstate 680 is approximately 930 feet to the east of the site. The Walnut Creek city limit is approximately 1.1 miles to the west and the Danville city limit is approximately 1.05 miles to the south of the subject lot.
V. PROJECT DESCRIPTION
The applicant requests approval of a Land Use Permit modification to delete Condition of Approval #4 of County File CDLP18-02018 to allow replacement signage including two illuminated logos on the existing fueling canopy, graphics on the double-side fueling pump valances, and refacing two freestanding pricing signs with LED illuminated text for an existing “Shell” fueling station. The replacement signage includes two internally illuminated “Shell” pecten logo signs, valance and skirt signage and graphics affixed to both sides of each fueling dispenser, and internally illuminated LED pricing signage to replace the existing approved illuminated pricing signage located on both sides of the brick monument sign structures. The “Shell” pecten signs will be attached to the existing fueling canopy fascia replacing the existing “Shell” pecten logo signs in substantially the same locations oriented towards Danville Boulevard and Stone Valley Road. In addition to the above signage, the project includes associated required informational signage located on the fueling canopy fascia and support columns.
VI. AGENCY COMMENTS
An Agency Comment Request packet was sent on March 10, 2026, to a number of public agencies, including the Building Inspection Division, the Advance Planning Section, the Environmental Health Division of the Health Services Department, the San Ramon Valley Fire Protection District, the Central Sanitary District, the East Bay Municipal Utility District, and the Alamo Municipal Advisory Council. Agency comments received by staff are included in Attachment C. Following are summaries of the comments received.
A. Central Sanitary District: The Sanitary District sent an email on March 25, 2026, with no comments on the project.
An Advisory Note is included in the Conditions of Approval and Advisory Notes whereby the applicant is encouraged to contact the Sanitary District to determine if additional requirements or permits are applicable to the proposed project.
B. San Ramon Valley Fire Protection District: The Fire Protection District sent a letter dated March 25, 2026, with no comments on the project.
An Advisory Note is included in the Conditions of Approval and Advisory Notes whereby the applicant is encouraged to contact the Fire Protection District to determine if additional requirements or permits are applicable to the proposed project.
C. Alamo Municipal Advisory Council (MAC): At the May 5, 2026, Alamo MAC meeting, the MAC reviewed the project and recommended approval.
VII. STAFF ANALYSIS
A. General Plan Consistency: The Shell Signage Land Use Permit Modification is consistent with the General Plan, as discussed below.
1. Land Use Element: The project site is in the MUC Mixed-Use Community-Specific Density General Plan land use designation, which allows for a range of neighborhood and community serving retail uses. For decades the lot has been developed with a Shell fueling station that includes a convenience mart and car wash, which is consistent with the allowed uses of the MUC land use designation. The proposed updates to the Shell station signage will not alter the land use, which will remain consistent with the MUC General Plan land use designation.
2. Transportation Element: The Transportation Element of the General Plan shows designated arterials and expressways that are part of the County roadway network. Danville Boulevard and Stone Valley Road are designated as County arterial roads, as shown on Figure TR-4, and are located adjacent to the project site to the west and south. Policy TR-P4.4 states that the County is to manage access points along arterial and collector roadways to minimize the number of new driveway or street-type intersections. The project has established vehicular entrances located on Danville Boulevard and Stone Valley Road that would continue to be used. The project will not result in new access points to the Shell fueling station nor eliminate existing ingress and egress. Thus, the project would be consistent with Policy TR-P4.4 by maintaining the existing access points to the site as well as consistent with General Plan transportation policies for arterials.
3. Health and Safety Element: The project site is located within a 60dB noise contour and is subject to the Noise and Vibration goals of the Health and Safety Element. As shown in Table HS-3, office, commercial, and professional buildings have a normally acceptable maximum allowable noise exposure of 65 dB. The project is for the implementation of replacement signage at an existing Shell fueling station which generates noise from vehicular ingress and egress. Per Table HS-2, suburban streets have an A-weight sound decibel level of 55 dB. The proposed replacement signage will not generate any new noise above what exists. Although Table HS-2 does not include noise sources which are comparable to the operation of the electronic signs, it does include transformer noise, which requires more energy than the proposed signage, and generates approximately 40 dB. Thus, the project will maintain the existing acceptable noise levels and will not increase noise above what is allowed. The project will comply with the goals and policies for the Noise and Vibration section of the Health and Safety Element.
B. Zoning Compliance: The project site is located in the R-B Retail Business and -CE Cannabis Exclusion Districts. Although the zoning map identifies the subject property as being located in the S-2 Sign Control Combining District, Ordinance No. 2022-03 deleted Chapter 88-9 -S-2 Sign Control Combining District from the County Ordinance Code, and thus the project is not subject to those regulations.
County Ordinance Code Chapter 88-6 - Signs regulates signs throughout the unincorporated county and specifies land use districts where signs may be permitted. The subject lot is in the R-B District, which is a district where signs are permitted per Section 88-6.608 of the County Ordinance Code. The project includes replacement signage and does not include any new signs or sign structures that would be unpermitted in the R-B District. No portion of the project will conflict with the -CE Cannabis Exclusion Combining District. Thus, the modification of County File LP18-02016 to replace existing signage with updated branding and pricing signage will comply with the provisions of the R-B and -CE zones.
C. Land Use Permit Modification: The project includes a modification to the conditions of approval for Land Use Permit CDLP18-02016. Condition of Approval #2 states that any deviation from or expansion beyond the limits of that permit may require review and approval of CDD and may require filing of an application for modification of the Land Use Permit. The proposed project includes new signage which deviates from the previously approved graphics affixed to the fueling canopy, pumps, and monument signs. Thus, the applicant has applied for a new Land Use Permit as required by Condition of Approval #2.
Condition of Approval #4 of County File CDLP18-02016 states that the existing pricing signs are to be refaced without LED illumination. The proposed project includes deletion of this condition of approval to allow LED signage. Section 88-6.622 states that a sign may not be illuminated by artificial illumination unless expressly authorized and that the Zoning Administrator may add conditions as to the time, intensity, direction, and quality of illumination. Condition of Approval #4 of this permit limits the brightness of the price signs to no more than 2,000 nits during daylight hours unless greater brightness is expressly authorized by the Zoning Administrator, and requires the signs to be equipped with automatic brightness adjustment that reduces brightness to a maximum of 800 nits between sunset and sunrise.
D. Public Comment: Staff received one letter in support of the project, which is included as Attachment E.
VIII. CONCLUSION
The project modifies the conditions of approval of County File CDLP18-02016 to allow new replacement signage at an existing Shell fueling station. The project is consistent with the Land Use, Transportation, and Health and Safety Element policies of the General Plan. The project also complies with the R-B Retail Business District and -CE Cannabis Exclusion Combining District development standards and County Ordinance Code Chapter 88-6 regulating signs. Staff recommends approval of the proposed project based on the attached findings and subject to the attached conditions of approval.