REPORT TO THE HISTORIC PRESERVATION COMMISSION
December 18, 2023
FROM: JENNIFER CLARK, Director
Planning and Development Department
BY: LISHA CHEN, Historic Preservation Specialist
Planning and Development Department
SUBJECT
Title
CONTINUED FROM November 27, 2023
Consideration of the removal of the Historic Dale Bros. Coffee Can Sign (HP#247), located on the Benham Ice Cream Company building (HP# 248) at APN 46620511 (including but not limited to 1420 H St.).
Staff recommends that the Historic Preservation Commission (HPC) take one of the following actions:
1. ADOPT a finding of Categorical Exemption pursuant to Sections 15331/Class 31 of the California Environmental Quality Act guidelines.
2. APPROVE: Request to donate the Sign to the Fresno County Historical Museum with the condition that the applicant develop a preservation plan including but not limited to the relocation of the resource, the restoration of the resource, and the ongoing preservation of the resource along with the written approval of the Fresno County Historical Museum for the placement of the resource.
Or:
2. DENY: Request to donate the Sign to the Fresno County Historical Museum.
Body
EXECUTIVE SUMMARY
On behalf of the property owner, Todd Wynkoop of McCormick Barstow LLP submitted a letter requesting that the Historic Preservation Commission approve the donation of the Dale Bros. Coffee Can Sign (HP#247), located at 1420-1432 H St. to the Fresno County Historical Museum.
BACKGROUND
H.P. #247
Dale Bros. Coffee Can Sign
(ca. 1937)
1420-1432 H Street
Fabricated metal sign
The Dale Brothers operated their coffee roastery at this location from about 1937 to 1973. At one time the sign revolved and was lit with green and white neon.
Project Proposal
On behalf of the property owner, Todd Wynkoop of McCormick Barstow LLP submitted a letter requesting that the Historic Preservation Commission approve the donation of the Dale Bros. Coffee Can Sign (HP#247), located at 1420-1432 H St. to the Fresno County Historical Museum.
Project Analysis
The Dale Bros. Coffee Can Sign (HP#247), located at 1420-1432 H St is an individually listed historic resource on the Local Register of Historic Resources therefore any proposed project with a scope of work which proposes to relocate the resource is subject to review by the Commission pursuant to FMC Section 12-1617.
The Primary Record which was used to establish the eligibility for the local Historic Register, specifically calls out the sign as a “beacon” in its location at 1420 H St. Additionally, the Sign is a contributor to the historicity of the Brenham Ice Cream building on which it is located.
The relocation of a historic resource is typically a last effort for preservation.
Preservation Brief 25: The Preservation of Historic Signs provides the following guidance for retaining signs:
Retaining Historic Signs Retain historic signs whenever possible, particularly when they are:
• associated with historic figures, events or places
• significant as evidence of the history of the product, business or service advertised
• significant as reflecting the history of the building or the development of the historic district. A sign may be the only indicator of a building's historic use
• characteristic of a specific historic period, such as gold leaf on glass, neon, or stainless steel lettering.
• integral to the building's design or physical fabric, as when a sign is part of a storefront made of Carrara glass or enamel panels, or when the name of the historic firm or the date are rendered in stone, metal or tile. In such cases, removal can harm the integrity of a historic property's design, or cause significant damage to its materials
• outstanding examples of the signmaker's art, whether because of their excellent craftsmanship, use of materials, or design
• local landmarks, that is, signs recognized as popular focal points in a community
• elements important in defining the character of a district, such as marquees in a theater district
And provides the following guidance for reusing or relocating signs:
Reusing Historic Signs
If a building or business has changed hands, historic signs associated with former enterprises in the building should be reused if possible by:
• keeping the historic sign-unaltered. This is often possible even when the new business is of a different nature from the old. Preferably, the old sign can be left in its historic location; sometimes, however, it may be necessary to move the sign elsewhere on the building to accommodate a new one. Conversely, it may be necessary to relocate new signs to avoid hiding or overwhelming historic ones, or to redesign proposed new signs so that the old ones may remain. (The legitimate advertising needs of current tenants, however, must be recognized.) Keeping the old sign is often a good marketing strategy. It can exploit the recognition value of the old name and play upon the public's fondness for the old sign. The advertising value of an old sign can be immense. This is especially true when the sign is a community landmark.
• relocating the sign to the interior, such as in the lobby or above the bar in a restaurant. This option is less preferable than keeping the sign outside the building, but it does preserve the sign, and leaves open the possibility of putting it back in its historic location.
• modifying the sign for use with the new business. This may not be possible without destroying essential features, but in some cases it can be done by changing details only (Fig. 16). In other respects, the sign may be perfectly serviceable as is.
If none of these options is possible, the sign could be donated to a local museum, preservation organization or other group.
Part of the historicity of the sign is its association with the location and the building in downtown Fresno. While relocation of the sign would not alter the designation on the local register, it would minimize its value as it would no longer be associated with the Brenham Ice Cream building.
Historic Preservation Commission Meeting
On November 27th, 2023, Historic Preservation Commission considered the request seeking the removal of the Dale Bros. Coffee Can Sign. There was an absence of any representative from the applicant for questions. During the proceedings, a series of concerns emerged among the commissioners, necessitating the requisition of additional documentation to facilitate informed and conclusive determinations:
• Cost Estimates Report: This report will offer a comparative analysis of the expenses associated with restoring the sign at its original location versus relocating it to a museum for restoration.
• Written Endorsement by Fresno County Historical Museum: a formal communication from the Fresno County Historical Museum affirming their acceptance and intent to accommodate the Coffee Can sign.
• Financial Assurance for Relocation and Restoration: a documented guarantee demonstrating the Availability of funds necessary for the relocation and restoration of the historical resource.
ENVIRONMENTAL FINDINGS
The project is consistent with a Class 31 finding of exemption.
FRESNO MUNICIPAL CODE FINDINGS
Based upon analysis of the application, the required findings by the Historic Preservation Commission to approve the request can be found in FMC Section 12-1617 (h) are as follows:
Finding 1 - The finding cannot be made as the proposed work would not be consistent with the Secretary of Interior Standards as it is a relocation of a historic resource from its original location.
Finding 2 - The applicant has stated that the relocation is necessary to correct an unsafe or dangerous condition on the property.
Finding 3 - The applicant has stated that keeping the resource in its original location would be an unreasonable economic hardship to the owner as they will not be able to secure coverage that would include hazards associated with the Sign.
Finding 4 - The finding is not applicable as the site is not required for a public use.
Finding 5 - The application is for the relocation of a resource therefore one of the above findings must be confirmed by the Commission.
CONCLUSION
The appropriateness of the proposed project has been examined with respect to its consistency to the Fresno Municipal Code (FMC) Section 12-1617. The proposed project has been described and analyzed above and by the accompanying environmental assessment. Staff recommends that the Historic Preservation Commission (HPC) one of the following actions:
Staff recommends that the Historic Preservation Commission (HPC) take one of the following actions:
1. ADOPT a finding of Categorical Exemption pursuant to Sections 15331/Class 31 of the California Environmental Quality Act guidelines.
2. APPROVE: Request to donate the Sign to the Fresno County Historical Museum with the condition that the applicant develop a preservation plan including but not limited to the relocation of the resource, the restoration of the resource, and the ongoing preservation of the resource along with the written approval of the Fresno County Historical Museum for the placement of the resource.
Or:
2. DENY: Request to donate the Sign to the Fresno County Historical Museum.
ATTACHMENTS:
Exhibit A - DPR Form - HP# 247 (Dale Brothers Coffee Can Sign)
Exhibit B - DPR Form - HP# 248 (Benham Ice Cream Co. / Dale Brothers Coffee Co. Building)
Exhibit C - The Preservation of Historic Signs
Exhibit D - Public Hearing Notice & Noticing Map
Exhibit E - Letters from Applicant
Exhibit F - Secretary of Interior Standards
Exhibit G - Fresno Municipal Code Findings