HDRC upholds signage guidelines, rejects oversized internally lit sign for Mustang Sally’s

The Historic and Design Review Commission voted to support staff recommendations and decline approval of an internally illuminated, approximately 123-square-foot cabinet sign proposed for a Mustang Sally’s location at 3428 Roosevelt.

Staff told the commission the sign did not meet signage standards in the Mission Historic District and recommended a sign no larger than 50 square feet, with indirect or halo illumination and metal sign faces rather than internally illuminated cabinets.

Applicant representatives said the area had experienced persistent crime and that the illuminated sign and additional lighting improved safety and business viability. Owner Rudy Lopez told the commission he had invested in brighter street lighting and security and said those measures, along with the sign, helped reduce crime: “I lit it all up...this past year, we have, we have, overcame all that druggedness, all that homelessness...I think that this last year I think that was a sign that really helped us,” he said.

Commissioners acknowledged safety concerns but emphasized that the historic-design guidelines apply to building-mounted signage within the district and noted other signage on the block could be preexisting nonconforming installations rather than precedent. Commissioners suggested alternatives, including focused spotlights from the awning to illuminate lettering without internal cabinet lighting, and said any window signage should be included in a total signage calculation.

A motion to support staff’s recommendation — effectively requiring a redesigned sign that meets the Mission Historic District guidelines or a return to the commission — carried on roll call. Staff and commissioners advised the owner that the commission’s action is advisory and that the owner could revise the design, request a permit that fits guidelines, or file an appeal.