STAFF REPORT 09-22-2021 MEETING PREPARED BY: G. LANDSBERG APPLICATION NUMBER: 21-7474 ADDRESS: 1405 GRISWOLD HISTORIC DISTRICT: CAPITOL PARK APPLICANT: STEVE SCHULIST/ OUTFRONT MEDIA LLC OWNER: CAPITOL PARK DECK LLC DATE OF PROVISIONALLY COMPLETE APPLICATION: 07-12-2021 DATE OF STAFF SITE VISIT: 09-17-2021 SCOPE: ERECT SUPERSIGNAGE AT PARKING GARAGE EXISTING CONDITIONS The project site is a building in the Capitol Park Historic District, a reinforced concrete parking structure which replaced the Griswold Hotel in 1961. The largely undistinguished parking structure engages the streetscape at the corner through a small, glassy, double-height commercial space that is well-proportioned, splashed with light, and true to the building’s mid-century heritage. A recent mural addition has added color, continutiy and urban vibrancy to the remainder of the structure, appropriate to its building type, style, and setting. While the building is identified as “non-contributing” by the Historic Designation Advisory Board in their 2012 designation report for this district, the building occupies a prominent location at the north end of the park, and its distinctive commercial corner, especially, is a local landmark in the everyday sense. Alterations to this building, as evidenced by the mural design, have a substantial effect on the overall district.

View towards the north of 1405 Griswold, at Grand River. Griswold Street continues out of view to the right.

Staff photo, September 17, 2021.

PROJECT DESCRIPTION Per the submitted drawings, sign rendering, product information, and narrative, the applicant proposes a vinyl mesh advertising sign at a section of the building’s Griswold Street elevation that solidly encloses the northeast stairwell. The sign is proposed to be 22’ wide x 23’ high, mounted on a concrete/brick wall reported to be 33’ high and 22’ wide, resulting in a 10’ clearance between grade and the bottom of the sign. The top of the sign will align with the top of the wall. The sign will weigh 50 lbs. and be installed into the wall with bolts and a cable system. Advertising copy will be changed periodically. Holes penetrating the façade of the building will be repaired upon permanent removal of sign.

Griswold elevation showing area of proposed signage at northwest corner of building. Staff photo, September 17, 2021.

STAFF OBSERVATIONS AND RESEARCH The Capitol Park Historic District was established in 2012. The subject site was until 1961 the setting

for the storied Griswold Hotel.

Griswold Hotel in its last years before its demolition, from HistoricDetroit.org.

1950 Sanborn map of the site’s vicinity. Subject parcel, the Griswold Hotel, outlined in red.

Subject parcel outlined in yellow, present day conditions per Detroit Parcel Viewer. Proposed sign location shown with red arrow.

Excerpts from several of the district’s Elements of Design are relevant to the current application: o Element #12, Walls of continuity: Walls of continuity within the district are primarily created

by the adjacent buildings with uniform elements…the district has a very high degree of continuity

o Element #15, Scale of facades and façade elements: Elements and details are in proportion to their respective facades.

o Element #20, Orientation, vistas, overviews: The Capitol Park Historic District is a triangular area surrounded by four historic districts, which allow for dramatic views and vistas of historic buildings and beautiful streetscapes.

o Element #22, General Environmental Character: The district is an urbanized, yet pedestrian-friendly place

The introduction of an off-premises advertising sign, on a primary street-oriented façade and at such a scale, appears to be out of proportion to the subject building and the surrounding historic context, disrupts the continuity of the mural which added beauty and interest to the streetscape, and is additionally inconsistent with the district’s historic pedestrian focus.

ISSUES

Though the proposed vinyl mesh sign does not obscure character-defining features, nor damage historic materials, it is staff’s opinion that the proposed signage would introduce an element that is out of scale and character for this district, and would thus have a negative effect on the overall historic character of the district setting and context.

RECOMMENDATION Section 21-2-78, Determinations of Historic District Commission The proposed super-signage installation is incompatible with the historic character of its environment, alters features and spaces important to the historic setting, and is in conflict with the district’s Elements of Design. Staff therefore recommends that the Commission deny the proposal, as it fails to meet the Secretary of the Interior’s Standards and the Capitol Park Historic District’s Elements of Design, specifically Standard 2:

(2) The historic character of a property shall be retained and preserved. The removal of historic materials or alteration of features and spaces that characterize a property shall be avoided; and Elements of Design 12, 15, 20, and 22.