HomeMy WebLinkAboutTC Digest 2011-07-29TOWN COUNCIL WEEKLY DIGEST
Week of July 25 - 29, 2011
1. Memo - Town Manager - Downtown Committee Report on the Formation of
a Marketing and Communications Task Force
2. Resolution - State Energy Resources Conservation & Development
Commission - Approve Town of Tiburon's Locally Adopted Energy
Standards i
Agendas & Minutes
3. Minutes - Design Review Board - July 7, 2011
4. Action Minutes - Design Review Board - July 21, 2011
5. Meeting Cancellation - Planning Commission - July 27, 2011
6. Agenda - Design Review Board - August 4, 2011
Regional
a) None
Agendas & Minutes
b) None "
* Council Only
TOWN OF TIBURON
1505 Tiburon Boulevard
Tiburon, CA 94920
BACKGROUND
DIGEST
On May 18, 2011, the ad hoc Downtown Committee of Vice Mayor Fraser and Councilmember
Collins presented the Downtown Vibrancy Report to the Town Council. Among its
recommendations was the formation of a short-term Marketing and Communications Task Force
to tap into local expertise to develop a branding message and communication strategy for
Tiburon, principally to aid the Town in increasing its visibility using communications channels
such as the internet and the San Francisco Visitors Bureau. Toward this end, the Committee has
been soliciting applicants for the Task Force via the e-newsletter, Tiburon Talk, and through
outreach in The Ark newspaper.
The Task Force is intended to be a short term, advisory group with direction to complete its
mission in three to six months. Because of this transient nature, on July 6, 2011 the Town
council charged the Downtown Committee with forming the Task Force.
After discussions with some fourteen potential members, the Downtown Committee has selected
the following as the best combination of individuals for the Task Force.
• Janice Anderson-Gram
• Todd Garrett
• Michael Koskie
• Henry McWhinney
• Colin Probert
• Patrick Sherwood
The Downtown Committee will work with the Task Force to help it fulfill its mission over the
ensuing months and report back to the Town Council with its conclusions and recommendations.
TOWN OF TIBURON PAGE 1 OF 1
Town of Tiburon
Application (June July 2011)
Marketing and Communications Tas
Date /O~O
Name L
Address
Mailing Address
(if different)
Telephone Numbers
E-mail Address
Number of years as Resident
Statement of Interest
Please describe why
participation in this Task
Force interests you.
(Feel free to include a
separate sheet if this form is
inadequate)
Qualifications
Please describe your
background as it relates to
the marketing, branding and
communications mission of
this Task Force.
(Feel free to include a
separate sheet or resume if
this form is inadequate)
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Janice Anderson-Gram
Eight Venado Drive Tiburon, CA 94920
415-435-2837 (OFFICE) 415-435-2404 (FAx) anders-on-aram@comcast.net
WATERS EDGE PRESS (1996- 2ojo)
Publisher & Non-fiction writer
Founder of publishing company. Produced highly visual, non-fiction books.
COOPERS & LYBRAND (1980 - 198 j)
Principal
International accounting and consulting firm. Managed S,an Francisco Business Analysis Group.
Provided expert testimony, financial analysis, market research and computer modelling for trial
attorneys and corporations engaged in litigation.
D'ARCY, MACMANUS & MASIUS (1978 -1980.)
Account Supervisor
International advertising agency. Managed Account Executives, copywriters, graphic designers,
market researchers for Bank of America and Crown Zellerbach accounts. Manager in charge of
an innovative, award-winning ad campaign for KCET Public Television, Los Angeles.
INTERNATIONAL BUSINESS MACHINES - IBM 09-1 - 1978)
Corporate Staff, Regional Staff, International Marketing Representative
Marketing and implementation of complex, large scale computer systems worldwide.
IBM Regional Staff: Feasibility, research, marketing for new computer systems.
IBM Corporate Staff: Financial, industry analysis for Memorex v. IBM anti-trust litigation.
CERTIFIED PORTFOLIOS, INC./TRUST CONSULTANTS, INC. (j969 -1971"
Vice President
Regional pension and profit-sharing firm. Marketing, corporate relations, advertising.
CAPITAL FUNDING CORPORATION (1967 - 1909)
Registered Securities Representative
PUBLICATIONS:
• The Poinsettia Tradition Waters Edge Press, 2000.
• Poinsettias: Myth & Legend History & Botanical Fact. Waters Edge Press, 1998.
• Construction Litigation: Representing the Contractor. Wiley Law Publications, 1985.
• Construction Litigation: Representing the Owner. Wiley Law Publications, 1984.
• Coopers & Lybrand Software Publication, "Perry Mason Revisited", 1984.
• TRIAL Magazine, "Goodbye Green Eyeshades", 1983.
• The National Law Journal, "Using the Micro-Computer in Your Word Processor", 1983.
PUBLIC APPEARANCES, _EXHIBITS AWARDS_(partial list).:
• Faculty - Construction Litigation SuperConference - New York City
• Faculty - Construction Litigation SuperConference - Laguna Niguel, CA
• Faculty - University of Utah's Construction Conference - Salt Lake City, UT
• Guest KTVU-TV Nancy Graham Show - Corporate America Update
• San Francisco State University - Document Discovery
• Contra Costa County Bar Association - Preparing Expert Witnesses
• San Francisco Barristers' Panels - Microcomputers Security and Software
• Santa Clara County Bar Association - The Use of Technology in Litigation
• American Bar Association Panel - Discovery and Use of Computer-Based Evidence
• Innovation Development Institute - Managing a Business in Today's Environment
• American Bankers Association Conference - Electrontic Funds Transfer and ATMs
6128/11 1
• IBM's International Banking Conferences in Miami, Mexico City and New York City
• Bay Area Data Processing Managers Association - Microcomputers
• University of California, Davis - Origin of Use of Plants in Holiday Celebrations
• Belvedere-Tiburon Library - Independent Publishing
• Book Passages Bookstore Seminars - Independent Publishing
• IBM International Marketing Rep of the Year and numerous other marketing awards
• The Management Center & Bank of California's "Giving Something Back" Award
• Publishers Marketing Association's Benjamin Franklin Award - excellence in editorial and
design - "Best New Voice"
• Atlanta Public Television - Poinsettias produced by University of Georgia
• Guest on over 75 commercial and public radio stations - Origins of Holiday Customs
• The California Garden Clubs - Annual Meeting
• Sacramento Reads - A Celebration of Words - Speal~er
• Quad City Botanical Center - Special guest at opening of traveling museum exhibit based
on Poinsettias
AFFILIATIONS & BOARDS (partial list):
• Arbitrator - American Arbitration Association
• Arbitrator - Bar Association of San Francisco
• Who's Who in California
• Who's Who in the West
• Who's Who of American Women
• Millennium Edition - Two Thousand Notable American Women
• International Executive Guild's Who's Who
• Board -Tiburon Boulevard Committee
• Foundation Council Belvedere-Tiburon Library
• Co-founder, Program Director - Film Series @ the Library
• Godmothers Timothy Murphy School (for boys who are wards of the State)
• Board - 10,000 Degrees, formerly Morin Education Fund
• Former Board - Bay Area Independent Publishers Association
• Former Filmmaker Relations Tiburon International Film Festival
• Former Board - Young Audiences - Arts programming for schools
• Former Board - Landmarks - Historical society
• Former Board - Children's Media Lab - Television production company
• Former Board - Shakespeare San Francisco - Theatre production company & founder of
A La Carte A La Park (annual event in Golden Gate Park)
• Founding Chair - Bay Area Childrens Media Awards
• Garden Writers Association of America
EDUCATION & PERSONAL:
University of California, Berkeley - BA
National Association of Securities Dealers (NASD) license
Advanced Banking Institute - Princeton University
Married, twp children - Zachary & Braden + Reilly, a Scottish sheepdog
6/28/11
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)anice Ancierlllon- Gram
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CIO
What exactly is a brand and ghat does it do for your biz? These simple
insights will help you develop your own.
from rmurcom
Branding is one of the most important aspects of any business, large or small, retail or B2B.
An effective brand strategy gives you a major edge in increasingly competitive markets.
But what exactly does "branding" mean? How does if affect a small business like yours?
Simply put, your brand is your promise to your customer. It tells them what they can
expect from your products and services, and it differentiates your offering from your
competitors'. Your brand is derived from who you are, who you want to be and who
people perceive you to be.
Are you the innovative maverick in your industry? Or the experienced, reliable one? Is
your product the high-cost, high-quality option, or the low-cost, high-value option? You
can't be both, and you can't be all things to all people. Who you are should be based to
some extent on who your target customers want and need you to be.
The foundation of your brand is your logo. Your website, packaging and promotiona
materials--all of which should integrate your logo--communicate your brand.
Brand Strategy & Equity
Your brand strategy is how, what, where, when and to whom you plan on
communicating and delivering on your brand messages. Where you advertise is part of
your brand strategy. Your distribution channels are also part of your brand strategy. And
what you communicate visually and verbally are part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added
value brought to your company's products or services that allows you to charge more for
your brand than what identical, unbranded products command. The most obvious
example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful
brand equity, it can charge more for its product--and customers will pay that higher
price.
The added value intrinsic to brand equity frequently comes in the form of perceived
quality or emotional attachment. For example, Nike associates its products with star
i2
athletes, hoping customers will transfer their emotional attachment from the athlete to
the product. For Nike, it's not just the shoe's features that sell the shoe.
Defining Your Brand
Defining your brand is like a journey of business self-discovery. It can be difficult, time-
consuming and uncomfortable. It requires, at the very least, that you answer the
questions below:
• What is your corr►pany's mission?
What are the benefits and features of your products or services?
• What do your customers and prospects already think of your company?
® What qualities do-you want them to associate with your company?
Do your research. Learn the needs, habits and desires of your current and prospective
customers. And don't rely on what you think they think. Know what they think.
Because defining your brand and developing a brand strategy can be complex,
consider leveraging the expertise of a nonprofit small-business advisory group or a Small
Business Development Center.
Once you've defined your brand, how do you get the word out? Here are a few simple,
time-tested tips:
• Get a great logo. Place it everywhere.
• Write down your brand messaging. What are the key messages you want to
communicate about your brand? Every employee should be aware of your
brand attributes.
• Integrate your brand. Branding extends to every aspect of your business--how you
answer your phones, what you or your salespeople wear on sales calls, your e-
mail signature, everything.
• Create a "voice" for your company that reflects your brand. This voice should be
applied to all written communication and incorporated in the visual imagery of
all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be
more formal. You get the gist.
• Develop a tagline. Write a memorable, meaningful and concise statement that
captures the essence of your brand.
® Design templates and create brand standards for your marketing materials. Use
the same color scheme, logo placement, look and feel throughout. You don't
need to be fancy, just consistent.
Be true to your brand. Customers won't return to you--or refer you to someone
else--if you don't deliver on your brand promise.
• Be consistent. I placed this point last only because it involves all of the above and
is the most important tip I can give you. If you can't do this, your attempts at
establishing a brand will fail.
Town of Tiburon
Application (June July 2011)
Marketing and Communications Task Force
Date
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Name
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Telephone Numbers
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JUN 30 2011
41
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TODD A. GARRETT
II Via Paraiso West, Tiburon, CA 94920
(Tel.415 435 9680 , email: toddagarrett@comcast.net)
Todd A. Garrett was born in Evanston, Illinois on September 28, 1941. He grew up in Bronxville, New
York. He received his degree in Psychology/Sociology from the University of Rochester in 1963 and his
MBA from Xavier University , Cincinnati, in 1968.
He started his career in 1963 at Procter & Gamble in Brand Management. He was the Brand Manager who
launched PPrin_gles into U. S. test market in 1968. He then re-located back to his native New York in 1971
and joined Richardson-Vicks, a company that was a leader in health and beauty care products with brands
such as Oil of Olay and Vicks. He was the Brand Manager who launched _Nygil nationally in the U.S. He
then moved into a variety of senior marketing and general management assignments. He was the Managing
Director for the business in Australia/New Zealand , based in Sydney (1978-82) the Area Vice President for
Latin America, based in Mexico City (1983-84); and President of the Americas/Far East Division (1985-
86), based back in U.S. headquarters, responsible for Canada, Latin America and Asia.
In 1986, Procter & Gamble acquired Richardson-Vicks. Mr. Garrett returned to P&G as Vice President of
the Asia Pacific Division„ based in Hong Kong. He was actively involved in creating the Pantene-brand
global success model, which was originated, tested, and first launched in Taiwan. He returned to the U.S.
in 1990 as Vice President of the U.S. Beauty Care Division, responsible for brands such as Pantene, Vidal
Sassoon, Head & Shoulders, Pert Plus, Oil of Olay, Ivory, Zest, Camay, Safeguard, Secret, Old Spice and
Sure deodorants. In 1992, he became Group Vice President and President of Worldwide Strategic Planning
for all beauty care products. In 1996, he was appointed Senior Vice President and P&G's first Chief
Information Officer, responsible for all of the Company's computer/communications systems and
information technology. He retired December 1, 1999, after 36 years in the business and moved to San
Francisco, California, to pursue other new business opportunities. He is now a private investor..
Procter & Gamble is a $80 billion consumer products company, which markets approximately 300 brands
to nearly 5 billion consumers in over 140 countries. Some of these brands include Tide, Crest, Pantene,
Always, Pringles, Pampers, Oil of Olay, Vicks, Clairol and Gillette a among others.. Based in Cincinnati,
Ohio USA P&G employs 130,000 people worldwide.
Mr. Garrett has been on the Board of Directors of Broadvision, Inc., an internet sofrware supplier for e
business applications.. He was also on the Advisory Board of Epiphany which. developed and marketed
software that companies use to improve customer relationships., Mr. Garrett has been a member of the
Research Board (Fortune 50 CIOs), the IBM Information Systems Customer Advisory Council, and the
Microsoft Global Executive Roundtable advisory group.
Mr. Garrett is married and lives in Tiburon, California, with his wife Diane. They also have a second home
in Sonoma, California. He has one son Brent. Mr. Garrett has been a member of the Larchmont NY Yacht
Club, Norotop Connecticut Yacht Club the Hong Kong Yacht Club, and San Francisco Yacht Club. He is a
member of the International Wine and Food Society, and was Chief Wine Judge at the Cincinnati
International Wine and Food Festival. His interests include wine tasting. He has an extensive personal wine
cellar featuring French burgundies and California Chardonnays and Pinot Noirs,,. His other activities
include the Board of Trustees of the Contemporary Art Center in Cincinnati, Board of Directors of the
American Musical Scholarship Association, Board of Directors, Cosmetic, Toiletry & Fragrance
Association in Washington, D.C., Director of the American Chamber of Commerce in Hong Kong, Mexico
City, and Sydney Australia. He has been Chairman of the Board of Directors of the Greater Cincinnati
Convention and Visitors Bureau, and led a $35 million project to expand the convention center. He has
been on the Community Council Board of the San Francisco Pacific Medical Center Hospital Institute for
Health and Healing.. He is a lifetime member of the Edgar Cayce Association for Research and
Enlightenment. He is a founder and Director of the Sonoma Jazz + Festival, which had it's inaugural four
day festival Memorial Day weekend 2005. Mr. Garrett is a composer and pianist. He has produced a CD of
his original music compositions entitled "Love Light". He has worked as the Producer, of a film
documentary about global sustainability entitled "A Global Vision". He is currently a private investor.
Peggy Curran
From: Joan Palmero
Sent: Monday, July 18, 2011 2:52 PM
To: Peggy Curran
Subject: FW: Downtown Tiburon Task Force
Hi Peggy,
Here is his information. I thanked him and said we're looking forward to seeing him tomorrow.
Jp
.
From: Michael Koskie [mailto:michael@the2mgroup.com]
Sent: Monday, July 18, 2011 11:49 AM
To: Joan Palmero
Subject: Re: Downtown Tiburon Task Force
since your form is in PDF form, I can not access it to input my information -so here are the details, I'll
bring the form tomorrow
Michael Koskie
242 Beach Road, Belvedere (home)
72A Main Street, Tiburon (business)
435-8811 (w) 435-5677 (h) 299-7659 (c)
Mic hael @t11e2 mgroup . com
20 year resident of Belvedere, 14 year business resident of Tiburon
Statement of interest:
As a resident and business owner for the past 20 years, I have witnessed the struggles of the Town to
reconcile the interests of the local residents and the attraction for visitors with an inconsistent product
offering and a difficult physical layout.
With the upcoming America's Cup, there is a window of opportunity to clarify to the residents, to area
visitors and to the viewing word how we want Tiburon to be perceived.
Qualifications:
President of Vickers & Benson Ltd. one of Canada's largest, independently owned advertising
agencies, -with billings of over $120 million annually, servicing clients such as Ford Motor Car
Company, Gulf Oil, McDonald's, 3M, Nabisco Brands. I was involved with V&B for 20 years in
various capacities, serving as president in my last 5 years.
Co-founder and partner(along with my wife) of the 2M Group, an international brand development
consultancy, with emphasis on resort, hospitality and retail sectors.
We have been in business since July 1991.
Working with the client we develop the positioning and the supportive creative materials that best
reflect the intended consumer experience
7/18/2011
Hope this helps. I look forward to meeting you tomorrow
M
Michael Koskie
Principal
2
International Brand Development & Management
United States I United Kineadorn
http://www.The2MGroup.com
US office: +1.415.435.8811 Ext. 24 1 US cell: +1415.299-7659
Town of Tiburon
Application (June July 2011)
Marketing and Communications Task Force
RECEIVED
Date
Name
G r/~ / L t,t9 6~ ; In C~ TOWN MANAGERS
I
Address
TOWN OF TIBURON
n
I S -e- D r-
Mailing Address
(if different)
Telephone Numbers
Work :
Home:
X77-0
Cell:
q3D
E-mail Address
NnAcwl, ; n e.` 6 'V'e CI
Number of years as Resident
j
Statement of Interest
i
First, I believe in the cause. It will benefit Tiburon to have a well-defined
Please describe why
identity, highlighting its distinguishing strengths and its core principles.
participation in this Task
when distilled into a Tiburon positioning statement and "brand" and, if
Force interests you.
boldly marketed, it will have important benefits, including:
Helping Tiburon businesses attract patrons
(Feel free to include a
Helping Town officials plan strategic enhancements and programs
separate sheet if this form is
Increasing the pride of residents in their town
inadequate)
Even enhancing property values by adding to the appeal of the town
Second, my work experience equips me to contribute to the tasks at hand
and I would enjoy contributing. Further, as a resident (and member of the
Board) of Pt. Tiburon Bayside, I am interested in helping to sustain the
charms of our downtown area and shoreline.
-Qualifications
I recently retired from a 42-year career in marketing and advertising.
Please describe your
(Resume is attached.) Managing market research, brand positioning,
background as it relates to
creative development, budgeting and media planning were central to all.
the marketing, branding and
my positions. I have worked for major advertising agencies (Y&R, Grey)
communications mission of
managing the development of multi-media campaigns for brands from
this Task Force.
demanding clients like Procter & Gamble, General Foods, Bank of
America, and Seagrams. For many years I was president of Grey
(Feel free to include o
Advertising in S.F. where one of our clients was the S.F. Convention and
separate sheet or resume if
Visitors Bureau. Earlier I was V.P. - Advertising for Schick, Inc. I
this form is inadequate)
completed my career as owner of a consumer products company where
marketing and branding were essential to our success.
HENRY G. MCWMNNEY
111 Paradise Drive, Tiburon, CA 94920
Home: 415-435-8320; Cell: 415-269-6930
Email: HMcWhinney a~,Iive.com
PROFILE: Successful track record in development and management of marketing,
advertising, new product and strategic positioning programs for major agencies and client
corporations in a wide range of business categories.
OBJECTIVE: Consulting or project-based relationship in mark eting/advertising
planning or marketing/advertising program management.
EMPLOYMENT:
1991- March 2010 Owner/President, WoodMaster Designs, Inc., Hayward, CA
Entrepreneurial, marketing-based turnaround of company that manufactures and imports
up-scale architectural millwork. Managed strategic redirection of the company.
Introduced new products and achieved national distribution in premier accounts including
Home Depot and Lowe's. Sales increased ten-fold.
1986-1991 President, Grey Advertising Inc., San Francisco, CA
Responsible for performance of one of the leading agencies in the Bay Area. During
term as president, agency exceeded industry growth rate, won major new clients, won
numerous awards for creativity and results and delivered record profitability. Major,
long-tenure clients with whom I worked at a strategic level included:
Bank of America, West's leading bank
Challenge Dairy, West's leading butter
Dialog Information Services, world's largest on-line data source
Dysan Corporation, a leading brand of computer disks
Farmland Industries, nation's largest agricultural co-op
Computerland, leading retailer of computers
Consolidated Freightways, nation's largest motor freight
Emery Worldwide, one of the largest air express carriers
Lucky Stores, California's #1 grocery chain
Seagram Classics Wine Co., a leader in premium wines
Xerox's Ventura Software, leader in DOS desktop publishing
1974-1986 VP, SVP, EVP, Grey Advertising Inc., Western Division
Promoted through positions of increasing responsibility in account and general
management. Managed all aspects of marketing communications planning and execution
including research, branding, positioning, packaging, advertising, public relations, direct
response and promotions. Extensively involved in new product and marketing consulting
for clients.
Henry G. Mcwhinney
Page 2
1970-1974 VP, Product Management, Schick Inc., Greenwich, CT
Responsible for marketing research, planning, advertising and promotion. Instrumental
in development, introduction and growth of numerous new products. Administered
advertising and marketing programs which helped build category shares and elevated
Schick to #1 position in grooming appliance industry. Puring my tenure, company saw
quadrupled sales and record profits.
1966-1969 Senior Account Executive, Young & Rubicam, Inc., New York
Responsible for agency's performance on P&G brands Cheer and Dash. Promoted from
Account Executive responsible for General Foods brands Jell-O and Minute Rice.'
EDUCATION:
Harvard Business School: Masters in Business Administration, top third of class.
Concentration in finance and marketing. Received school's highest grade in "Creative
Marketing Strategy."
Princeton University: Bachelor of Arts, Cum Laude. Double major in economics and
American history.
OTHER:
Boards and Committees: Point Tiburon Bayside Condominium Association (Board
President), Harvard Business School Community Partners (Consultant to non-profits),
Global Aids Interfaith Alliance (Publicity Committee)
Military: Lieutenant, Naval Reserve, Retired
Family: Married, two children.
Town of Tiburon
Application (June July 2011)
Marketing and Communications Task Force
Date
6- z o • 2 oI
Name
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Address
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Mailing Address
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Statement of Interest
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JUN 2 7 2011
TOWN CLERK
TOWN OF TIBURON
Qualifications
e) rD V\
Please describe your
"
background as it relates to
C 1 1 Q L
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the marketing, branding and
communications mission of
this Task Force.
(Feel free to include a
separate sheet or resume if
this form is inadequate)
For E *TRADE, they sent a teary-eyed chimp riding
horseback through a dot-com wasteland, spoofing
a 1970s Keep America Beautiful TV commercial
featuring a noble Indian shedding a tear for a
polluted landscape. Their talking Budweiser lizards,
Louie and Frank, assassinated the beer brand's
gimmicky frogs in one of the most popular Super
Bowl spots of all time. Now their campaign for
Porsche carries the tag line "Kills bugs fast. "
Ad agency Goodby, Silverstein & Partners has built a solid
reputation on creative work that uses clever, offbeat humor.
President Colin Probert has led the business operations
of the company through a period during which it grew
tenfold from a small
San Francisco agency
into one receiving
major national
acclaim. Probert
visited the GSM as a
Deans Distinguished
Speaker in January
to give students,
alumni, staff and
faculty an insider's
view of the dynamics
behind successful
ad campaigns.
DOLLARS AND CREATIVE SENSE
Just two days before his talk at the GSM, AdWeek magazine
named Goodby, Silverstein as the Western Region Agency
of the Year for 2002, lauding the agency for its "financial
performance and setting the standard for creative excellence"
The award was just another feather in the cap of what is
widely regarded as one the nation's best creative agencies
and consistently ranked among the top worldwide for
industry creative accolades.
Founded ten years ago by co-chairmen Jeff Goodby and Rich
Silverstein, Goodby, Silverstein is a subsidiary of Omnicom,
the third-largest advertising conglomerate behind Interpublic
a0h0MW QWWQ OQthe high-tech
industry, serving the likes of eBay and Hewlett-Packard, but
its clients also include blue-chip companies nationwide:
Goodyear, Anheuser-Busch (Budweiser), Morgan Stanley,
General Motors, SBC and The Wall Street Journal. The agency
may be best known for creating "Got Milk?," the popular
slogan and TV campaign for the California Milk Processing
Board. AdWeek named the Got Milk? ads one of the best
campaigns of the last 20 years.
Though the agency was rocked hard by the dot-com crash,
good times are back at Goodby. Their billings jumped 36
percent last year to an estimated $820 million. Revenues topped
$70 million-up 37 percent from 2001. Goodby won one of
the biggest creative pitches of the year, snatching Saturn's $300
million account from a cross-town rival agency and executing
flawlessly with an innovative and award-winning TV campaign
for the caretaker. The Saturn win, coupled with new accounts
with Ace Hardware, Match.com and the Oakland A's, reversed
the agency's sagging fortunes, jumpstarted growth and
allowed the shop to bolster its creative department
Overseeing the bottom line, Probert is responsible for sustain-
ing the company's relationships with its clients, managing its
profitability and maintaining its financial health and security.
HOW NOT TO GET GREAT ADVERTISING
Probert wryly described how he fell into the ad industry
largely because his father said he looked good in a suit so
he would fit right into what he said his dad described as a
"superficial business." After graduating from London University
and a taking a character-building trot to work on a coffee
plantation in Ecuador, Probert returned to the UX and began
clawing his way up. He started in the mailroom of a London
agency, eventually moving to the account management
department where he trained on the art of marketing
Continued on next wve
packaged goods such as margarine for Unilever, one of
the world's leading suppliers of consumer products.
"I quickly learned something very important there-how
not to do good advertising," Probert recalled. "In the 1960s
and 1970s, the advertising business was dominated by the
big packaged goods companies like Procter & Gamble here
and Unilever in Europe. These were among the companies
most influential in advertising and marketing and all the
good practices were considered to come from them."
But Probert said the large consumer product marketers all
basically had the same formula -a recipe that he found
called for too many cooks in the kitchen. "They would take
at least two years to get a campaign to the marketplace," he
said. "They were very, very cautious and very slow."
To illustrate his point, Probert pulled out a prop -his own
billboard ad of sorts-that outlined a satirical, seven-point
scheme on "How Not to Get Great Advertising":
• Insist on choosing from as many different creative ideas
as possible
• Make sure that the ideas are reviewed in detail by as many
layers of company executives as you can possibly manage
• Incorporate ALL the excellent ideas contributed by your
fellow executives into the creative work
• Research the finished product exhaustively
• Repeat if necessary
• Do this all as slowly as possible
• Start over
"We do exactly the opposite in every respect," Probert said
of Goodby, Silverstein. "We work very fast, and the reason
we work fast is we think too much time generally results in
people over-thinking things. Over-thinking is the disease
of advertising and marketing,"
CRAFTING A WINNING CAMPAIGN
To keep good ideas from being dragged down by give and
take, Probert explained that Goodby, Silverstein's creative
development is built around a team effort led by a writer
and art director with no internal competition. The agency
follows an uncomplicated and sensible strategy. Probert
said one of most important things he learned about the
business from co-chairman Rich Silverstein is the need for
simplicity that goes to the heart and soul of the brand.
"A good strategy for advertising is a strategy that you can explain
to your mother across the kitchen table in words with very few
syllables," Probert said Silverstein once told him. "And that's
the opposite of marketing in the traditional sense where
everyone's trying to figure out how they
can come up with words that are going to
confuse other people and the use of jargon
and complicated theories and ideas. But
actually we've learned that good marketing
is based on very simple ideas."
With that in mind, Probert criticized client
company executives' overreliance on quanti-
tative research and their demand for
animatics -crudely sketched storyboards
that represent what a TV commercial would
look like. "It doesn't do justice to the idea
and you don't get any of the humor and
drama-the pathos and hidden emotions,"
he said. "It's about the most effective way
to put good creative advertising to death."
Goodby, Silverstein relies on consumer focus groups and
real-market tests to get direct feedback on creative ideas.
"My experience is that qualitative research, done right, and
interpreted smart, is more valuable and actionable than
quantitative studies," Probert said.
Sprinkling his talk with anecdotes about client pitches,
along with several video clips of their award-winning TV
spots, Probert outlined a four-step process that Goodby,
Silverstein uses to evaluate the ultimate success of an ad
campaign: first, the client likes it; second, good word of
mouth; third, tracking studies in the market and positive
feedback; and fourth, sales.
Probert said they don't dictate to clients who should be
able to approve their advertising, but, at the very least, they
stress the importance of gathering all decision-makers in
one room. "We do believe repetitive presentations to layers
of management sandpapers off the work and exhausts and
discourages the creative people so much that by the time it gets
approved, nobody thinks it's a good idea anymore," he said.
Punctuating his remarks, Probert quoted Bill Bernbach, a
legendary New York ad executive considered the "Father of
the Creative Revolution," who once said, "The quality of an
advertisement is an inverse proportion to the number of
company executives whose approval it requires." FBI
Town of Tiburon
Application (June July 2011)
Marketing and Communications Task Force
Date
June 21, 2011 E
N
ame ~ ~ ~ U
Patrick Sherwood
Address JUN 2 3 2011
1805 Lagoon View Drive TOWN CLERK
Mailing Address Tiburon, CA 94920 TOWN OF TIBURON
(if different) s
Telephone Numbers
Home: 415.789.5368 Cell: 415.686.8908
E-mail Address
Number of years as Resident e-mail: pisherwood@comcast.net
Statement of Interest My family and I have lived in Tiburon for five years.
Please describe why
participation in this Task
Force interests you.
(Feel free to include a
separate sheet if this form is
inadequate)
My interests in this task (force) are both personal and professional.
My family and I are happy Tiburon residents who see all too often
the toll that a difficult economy has taken on our town. A vibrant
economy benefits all aspects of our community--a community I feel
privileged to be a part of. Professionally, the opportunities of "Brand
Tiburon" seem quite extraordinary. A coordinated effort to identify,
develop and then communicate the core attributes and benefits of
this brand is one that I could happily work towards and support.
Qualifications
Please describe your,, My entire marketing, advertising, and advertising agency career have
background as it relates to been devoted to building brands. In "retirement" from the
the marketing, branding and advertising agency world, a partner and I have started a brand
communications mission of building consultancy, Step One Branding,
this Task Force. %ww.steponebrandinq com. My interest in my own business, and
as it relates to our town, involves identifying brand strengths,
(Feel free to include a mobilizing enablers to success, and creating compelling brand
separate sheet or resume if communication. While the task force is a volunteer position, the
this form is inadequate) lessons learned and brand experiences that I've had will, I believe,
prove to be valuable.
The charter/communications mission for this branding endeavor is a
noble one; it is an interesting one. And, always helpful, the core
product and proposition is very strong. A positive outcome is not
only important, it is within reach.
Patrick Sherwood
1805 Lagoon View Dr., Tiburon, CA 94920
415.686.8908
pjsherwood@comcast.net .
2007-Present: Partner, StepOneBranding, Tiburon, CA; Brand development, positioning, internal
communication. Nolet Spirits, Dominican University of California, FoocICALC (food analytics startup.)
2005-2006: President, CEO chemistri, a Unit of Leo Burnett, Troy, MI.
Responsible for global General Motors relationships across eight Group companies: Hispanic, Asian
languages, promotional, general agencies, gay/lesbian, interactive, Europe, Asia. Member,
Leo Burnett Global Strategy Board.
1997-2005: President, CEO D'Arcy/DMB&B North America. MacManus & Leo Group, Troy, MI.
Member, Worldwide Board of Directors. Global GM responsibility, and four US, two Canadian
offices. GM, D'Arcy-Detroit.
1993-1997: GoldbergMoserO'Neill, SF, CA. Formerly Chiat/Day, SF. SVP, Director of Account
Management, Business Development. Group Account Director, Kia Motors. Acquisition/US
launch/formed dealer groups. Coca-Cola new products. Electronic Arts--EA Sports videogame
launch. Rollerblade.
1989-1993: Hal Riney & Partners, SF, CA. SVP, Group Account Director: Saturn Car Company.
Involved in every aspect of launch, formed dealer group structure, agency press spokesperson.
1986-1989: Foote Cone Belding, SF, CA. SVP, Group Account Director: Levi Strauss & Co. 501
Jeans (advertising in Smithsonian), Launch of Dockers Brand, Menswear, Womenswear, Youthwear
brands. Also Nintendo Corporation Videogames and Systems.
1983-1986: Chiat/Day, LA & SF, CA. SVP, Director of Account Management, Group Account
Director: Pizza Hut Restaurant Chain.
1981-1983: Young & Rubicam, LA & SF, CA. VP, Management Supervisor, Heublein/United
Vintners Wine, Clorox brands.
1979-1981: Foote Cone Belding, LA, CA. Account Supervisor, Atlantic Richfield.
1977-1979: William Esty, LA, CA. Western Regional Field Account Executive, Datsun/Nissan
Automobile Company.
1977: MA, Speech Communication, Teaching Ass't, University of Northern Colorado.
1974-1976: Public School Teacher and multi-sport coach. Aurora, CO.
1974: BA, Western Illinois University.
Creative Resume: Awarded every major communications and marketing/communications
effectiveness award. Partnered with creative icons: Chiat, Clow, Day, Koelker, Moser, O'Neill,
Garfinkel.
OicFs~ .
RESOLUTION NO: 11-0713-le
STATE OF CALIFORNIA
STATE ENERGY RESOURCES
CONSERVATION AND DEVELOPMENT COMMISSION
RESOLUTION: California Energy Commission approval of the Town of Tiburon's
locally adopted building energy standards to require greater energy efficiency than the
2008 Banding "Iergy Efficiency Standards,
WHEREAS, the Town of Tiburon has submitted an application to the Energy
Commission for approval of a local ordinance with energy efficiency requirements
meeting or exceeding those required by the 2008 Building Energy Efficiency Standards-
and
WHEREAS, Public Resources Code Section 25402.1(h ){2) and Title 24, Part 1, Section
10-106 establish a process for local governments to apply to the Energy Commission
for approval to adopt new versions of Building Energy Efficiency Standards that require
additional energy efficiency measures or set more stringent energy budgets; and
WHEREAS, the Town of Tiburon submitted an application to the Energy Cornrnisvior).
that meets all of the documentation requirements pursuant to Public Resources Code
Section 25402.1 (h)(2) and Section 10-106: and
WHEREAS, the Town of Tiburon has made a written commitment to actively enforce
compliance both with the locally adopted energy standards and the 2008 Building
Energy Efficiency Standards-, and
WHEREAS, the Energy Commission commends the Town of Tiburon for seeping to
achieve additional energy demand reductions, energy savings and other benefits
exceeding those of the 2008 Building Energy Efficiency Standards;
THEREFORE BE IT RESOLVED, that on July 13, 2011 the Energy Commission
approves the Town of Tiburon's locally adopted energy standards. and that these local
standards may be enforced by the Town of Tiburon.
Dated: July 2011 STATE ENERGY RESOURCES
CONSERVATION AND DEVELOPMENT COMM ISSIOI'
P,4,1 g
ROBERT B. VJEISENN'IILLER. Chair
MINUTES #11 ~
TIBURON DESIGN REVEW BOARD
MEETING OF JULY 7, 2011
The meeting was opened at 7:00 p.m. by Chair Tollini.
A. ROLL CALL
Present: Chair Tollini, Vice-Chair Kricensky, Boardrpembers Chong and Emberson
Absent: None
Ex-Officio: Planning Manager Watrous, Associate Planner Tyler and Minutes Clerk Rusting
B. PUBLIC COMMENTS - None
C. STAFF BRIEFING
Planning Manager Watrous announced that the application for 1915 Straits View Drive had been
continued to the July 21, 2011 meeting.
Planning Manager Watrous also reported that the previous night the Town Council held the
hearing for the appeal of 65 Reed Ranch Road. He said that the Council continued the hearing
with specific direction to the applicant, including changes to the massing viewed from Reed
Ranch Road and further reduction of the window treatments. He stated that Boardmember
Emberson made a brief presentation when called upon by the Council and did a good job
summarizing the Design Review Board's deliberation.
D. ELECTION OF CHAIR AND VICE-CHAIR
Chair Tollini opened the floor for nominations for Chair. Boardmember Emberson nominated
Vice-Chair Kricensky as Chair of the Design Review Board. There were no other nominations.
Chair Tollini closed the nominations for Chair.
ACTION: It was M/S (Emberson/Chong) to appoint Vice-Chair Kricensky as Chair of the
Design Review Board. Vote: 4-0.
Chair Kricensky opened the floor for nominations for Vice-Chair. Boardmember Tollini
nominated Boardmember Emberson as Vice-Chair of the Design Review Board. There were no
other nominations. Chair Kricensky closed the nominations for Vice-Chair.
ACTION: It was M/S (Tollini/Chong) to appoint Boardmember Emberson as Vice-Chair of the
Design Review Board. Vote: 4-0.
TIBURON D.R.B. MINUTES #11
7/7/11
E. OLD BUSINESS
1. 1915 STRAITS VIEWDRIVE: File No. 21101; John Jiang & Ning Lang, Owners; Site
Plan and Architectural Review for construction of a new single-family dwelling, with a
variance for excess lot coverage. The applicants propose to construct a 4,099 square foot
house with a 3,612 square foot basement, along with an attached two-car garage,
swimming pool, spa and new retaining walls and landscaping. The proposed lot coverage
of 4,151 square feet (19.1 would be greater than the 15.0% maximum lot coverage
permitted in the RO-2 zone. APN 038-301-35 CONTINUED TO JULY 21, 2011
Planning Manager Watrous announced that there was a request to move the item for 151 Leland
Way to the beginning of the agenda.
3. 151 LELAND WAY: File No. 21109; Steven and Nicole Klopukh, Owners; Site Plan
and Architectural Review for construction of additions to an existing single-family
dwelling, with a Variance for excess lot coverage. The applicants propose to construct a
371 square foot addition to the rear of the house for a new study and an ecpanded great
room. The project would result in lot coverage of 34.2%, which is greater than the 30.0%
maximum lot coverage permitted in the R-1-BA zone. Assessor's Parcel No. 034-121-10.
On June 16, 2011 the Design Review Board reviewed an application to construct an addition to
the existing single-family dwelling with a variance for excess lot coverage, located at 151 Leland
Way. During the meeting, none of the neighbors spoke against the project; however, the adjacent
neighbor at 157 Leland Way submitted a letter prior to the meeting, stating concerns with the
proposed roof height of the addition. The neighbor's primary concern was that the increase in
roof height would block morning sunlight into their breakfast nook, which is the closest primary
living space to the subject property.
It was the consensus of the Board that the proposed addition would not add excessive mass and
bulk to the existing dwelling as it was located at the rear of the dwelling, and not overly visually
prominent from the street. It was also the consensus of the Board that the findings could be made
for the variance request for excess lot coverage, as other dwellings in the vicinity had similar
requests in order to not build additions as second stories, as second stories are discouraged in the
R-1-B-A zone.
The Board did express concerns with the proposed roof height of the addition. The existing
structure is 13' 5" at the highest ridge point. The proposed addition would increase the ridge
height up to 17' 7" which seemed excessive to the Board, in terms of the height of the dwellings
in the surrounding neighborhood. Keeping in mind the concern from the adjacent neighbor at
157 Leland Way, and the surrounding roof ridge heights in the neighborhood, the Board agreed
that the proposed roof height needed to be lowered, and that the plate height for the addition
should also be lowered, as 10' high ceilings also seemed excessive. The Board continued the
project with direction given to the application to lower the proposed roof and plate heights.
TIBURON D.R.B. MINUTES #11 2
7/7/11
Joseph Chiesa, architect, said that they were able to reduce the height of the roof by two feet and
reduce the massing by about half. He said that they lowered the plate one foot in the back and
moved the roof pitch down in the back. He felt that they had addressed the Board's concerns.
There were no public comments.
Boardmember Tollini said that the project was a significant improvement and he did not think
that the project was now more proportionately acceptable. He thanked the applicant for working
with the Board and said that he was quite satisfied with the revisions.
Boardmember Chong agreed and said that the only item he was concerned about was the
roofline, but the applicant had addressed the concerns of the Board.
Vice-Chair Emberson agreed and said that she agreed with staff's recommendations regarding
the variance findings and she did not see a problem with the setback.
Chair Kricensky said that the solution would be very compatible with the neighbprhood. He
described other different roof designs in the vicinity and agreed with the staff findings regarding
the variance.
ACTION: It was M/S (Tollini/Emberson) that the request for 151 Leland Way is exempt from
the California Environmental Quality Act and approved the request, subject to the attached
conditions of approval. Vote: 4-0.
2. 1599 TIBURON BOULEVARD: File No. 711041; Zelinsky Properties LLC, Owners;
Armstrong Development Properties LLC, Applicant; Site Plan and Architectural Review
for construction of exterior alterations to an existing commercial building. The applicant
proposes changes to a commercial building to establish a drug store and pharmacy, with a
future retail tenant. Exterior changes include a new drive-through pharmacy and canopy,
parking lot modifications, two new walls, landscaping, light and storefront changes.
Assessor's Parcel Nos. 058-171-88 & 89. [DW]
On June 2, 2011 the Design Review Board reviewed an application for the construction of
exterior alterations to an existing commercial building for occupancy by a drug store and
pharmacy (CVS/pharmacy), with a drive-through pharmacy and a future retail tenant, on
property located at 1599 Tiburon Boulevard. The project involved the construction of a drive-
through pharmacy and canopy on the east side of the building and various other exterior
improvements to the building and site.
At the previous meeting for this application, the Design Review Board requested more detailed
information on the landscaping, railings, equipment screening, and improvements to the Beach
Road side wall of the building. The Board also encouraged the applicant to provide better
pedestrian access from Tiburon Boulevard to the building and to consider a different exterior
color palette. The Board continued the application to the July 7, 2011 meeting to allow the
applicant time to address these issues.
TIBURON D.R.B. MINUTES #11
7/7/11
The applicant has now submitted revised plans for the proposed project, including more
information about the proposed landscaping plan, railing details, rooftop mechanical equipment
screening, pedestrian access and exterior colors.
Josh Eisenhut, representing Armstrong Development, said that they had made modifications to
the application based on the feedback they received from the Board and the community. He said
that they added pedestrian access from Tiburon Boulevard, modified the color of the wall along
the rear property line to brown, increased the height of the wall to eight feet, and added more
detail to the landscape plan, including groundcover and shrubs. He said that the trees along
Tiburon Boulevard had been reoriented to a straight line pattern and the guardrail at the front of
the building had been carried over to break up the fagade. He said that they added more planting
materials to break up the fagade along Beach Road and also added a porch and handrail to break
up that fagade. He said that they were open to any suggestions the Board or community may
have.
Boardmember Tollini asked if the pedestrian walkway includes access to the stadium steps or
entrance. Mr. Eisenhut said they are confined by the number of parking stalls, apd if they
arranged the pedestrian access at that angle to attach to the stairs they would lose stalls.
Boardmember Tollini pointed to the left side toward the west where there is a sidewalk and
ramp. He suggested a sidewalk could be put on the other side. Mr. Eisenhut said they did look at
that option but felt the current proposal was the most direct route. He said there could be a
potential to eliminate a tree in the landscape plans.
Boardmember Tollini asked about the improved pedestrian access. Mr. Eisenhut said that they
looked at other locations for the pathway but the design and width of the parking stalls were not
deep enough. He said that there were foundation vents that would block a pathway closer to the
entry.
Vice-Chair Emberson asked if the pedestrian paths would be basically yellow lines on the
parking lot. Mr. Eisenhut answered yes, and said they felt there would be settling issues with
something more decorative, such as pavers in the parking lot.
Chair Kricensky asked for more explanation of the settling issues. Mr. Eisenhut said the existing
parking lot has settled quite a bit and they plan to remedy that by slurry coating. He said that they
were concerned that this will become an ongoing maintenance issue if they did something more
decorative than 'ainting the yellow lines.
The public hearing was opened.
Cres Van Keulen pointed out an inadvertent discrepancy in the plans, stating that the height of
the wall at the property line reads 6 feet, 6 inches when it should be 8 feet. Planning Manager
Watrous concurred that the wall was required to be 8 feet tall. Ms. Van Keulen said that her
preference was not for the red color alternative, but for the equestrian grey.
The public hearing was closed.
TIBURON D.R.B. MINUTES #11 4
7/7/11
Vice Chair Emberson noted a discrepancy in the screening proposed for the rooftop equipment,
as the submittal states that the screening would be louvered but the drawings indicate otherwise.
She said that she would rather see the louvers. Mr. Eisenhut said that he had no preference if the
Board would prefer the louvers.
Vice Chair Emberson said she liked the equestrian grey color and did not care for the red color or
the mayflower color.
Chair Kricensky pointed out that the dark color on the color board was not really a color but was
instead a shadow. Boardmember Tollini said that he liked the equestrian grey best and thought
that this was the prevailing consensus. Chair Kricensky noted that the Downtown Design
Guidelines specify whites, greys, and light colors for body colors, and to avoid the use of beige,
earth tones, or pastels. Vice-Chair Emberson said that she preferred the equestrian grey and the
palette of Option 1.
Boardmember Tollini said that there was a discrepancy on the cover sheet regarding the height of
the wall at the end of the drive-through. He said that the pedestrian corridor was less than ideal
but he thought that it was an improvement. He said that the revisions were quite satisfactory, and
the detail on the railing and the lighting were both quite attractive. He said that his first
preference for the color was equestrian grey. He said that he was satisfied with the application
and was looking forward to the new retailer in downtown.
Boardmember Chong said that he agreed what had been said so far. He thought that the
equestrian grey would go well with the mayflower color. He felt that the revision addressed most
of the issues and the project would make a dramatic improvement to a building that is very
weathered.
Vice-Chair Emberson said that she was concerned about the health of the trees and that
apparently Ash trees are not best. She said that she likes Strawberry trees and said that they
grow well in this area.
Planning Manager Watrous said that the decision about street trees did not need to be made at
this time. Vice-Chair Emberson suggested planting some Oak trees to help delineate a walkway
to the site. She said that adding those trees would make a more pedestrian-friendly entrance. She
suggested placing them on the corner near Beach and Tiburon Boulevard. Planning Manager
Watrous said that two Oak trees could be planted at the corner where the pedestrian entrance
begins, and then something planted with color at the other side, which would provide more of an
entry point. Vice-Chair Emberson said that the Oak trees would be a nice way to set off the
entry. Chair Kricenksy said that there are probably a lot of ways to delineate that entry and he
was in favor of either option.
Boardmember Tollini said he liked the idea of doing something to signal the entry. He said that it
would be nice to have an anchoring device to draw one"s vision to the entrance. He said that he
would be comfortable with leaving this to staff's discretion.
TIBURON D.R.B. MINUTES #11
7/7/11
Boardmember Chong said that he was hesitant to require a specific tree since he is not a
landscape architect. However, he favored creating an entrance and said that he was comfortable
leaving this decision to staff. Planning Manager Watrous said that staff has some ideas for the
entry and they can work something out regarding the specific type of trees or entry details.
Chair Kricensky said the applicant had done a good job of addressing the issues. He thought that
there was a lost opportunity to create an entranceway by sacrificing some parking, but noted
possible handicapped access issues that might preclude a more direct access.
Planning Manager Watrous summarized that the additional,conditions of approval would be to
modify the street tree palette to be reviewed by staff, that louvered screening must be used for
the rooftop mechanical equipment; that color option 1 was approved; and that the block wall
adjacent to the drive-through must be 8 feet high. Boardmember Tollini added that there should
be a condition to emphasize the entrance to the pedestrian access.
ACTION: It was M/S (Emberson/Tollini) that the request for 1599 Tiburon Boulevard is exempt
from the California Enviromnental Quality Act and approved the request, subject to the attached
conditions of approval, and the additional conditions of approval that the street tree palette be
reviewed by staff to emphasize pedestrian access, louvered screening be used for the rooftop
mechanical equipment, color option 1 be used as the color palette, and the block wall adjacent to
the drive-through be 8 feet high. Vote: 4-0.
F. APPROVAL OF MINUTES #10 OF THE 6/16/11 DESIGN REVIEW BOARD
MEETING
ACTION: It was M/S (Chong/Emberson) to approve the minutes of the June 16, 2011 meeting as
written. Vote: 4-0.
G. ADJOURNMENT
The meeting was adjourned at 7:50 p.m.
TIBURON D.R.B. MINUTES #11 6
7/7/11
TOWN OF TIBURON
Tiburon Town Hall
1505 Tiburon Boulevard
Tiburon, CA 94920
4
Action Minutes - Regular Meeting
Design Review Board
July 21, 2011
7:00 P.M.
ACTION MINUTES #12
TIBURON DESIGN REVIEW BOARD
CALL TO ORDER AND ROLL CALL At 7:00 PM
Present: Vice Chair Emberson and Boardmembers Chong and Tollini
Absent: Chairman Kricensky
Ex-Officio: Planning Manager Watrous, Associate Planner Tyler and Minutes Clerk Rusting
OLD BUSINESS
1. 1915 STRAITS VIEW DRIVE: File No. 21101; John Jiang & Ning Larrg, Owners; Site
Plan and Architectural Review for construction of a new single-family dwelling, with a
Variance for excess lot coverage. The applicants propose to construct a 4,099 square foot
house with a 3,612 square foot basement, along with an attached two-car garage,
swimming pool, spa and new retaining walls and landscaping. The proposed lot coverage
of 4,151 square feet (19.1 would be greater than the 15.0% maximum lot coverage
permitted in the RO-2 zone. APN 038-301-35 Withdrawn
PUBLIC HEARINGS AND NEW BUSINESS
2. 42-46 MAIN STREET: File No. 711072; Abrams Trust, Owners; Site Plan and
Architectural Review for construction of exterior alterations to an existing commercial
building. The applicant proposes changes to the exterior siding and awnings of a
commercial building. Assessor's Parcel No. 059-102-27. Approved 2-0-1 (Chong
recused
3. 36 LINDA VISTA AVENUE: File No. 21110; David and Jayne Love, Owners; Site
Plan and Architectural Review for construction of additions to an existing single-family
dwelling, with Variances for reduced side yard setback and excess building height and a
Floor Area Exception. The applicants propose to reconstruct the top floor of the house,
with a new entry addition and expanded living and dining rooms, adding 237 square feet
of floor area. The existing pitched roof would be replaced with a new flat roof. The
project would extend to within 3 feet, 6 inches of the side property line, which is less than
the 8 foot minimum side yard setback required in the R-2 zone. The project would also
include additions that would have a maximum height of 36 feet, 4 inches, which is
greater than the maximum building height of 30 feet permitted in the R-2 zone. The
proposed total floor area of 3,545 square feet would be 1,212 square feet greater than the
floor area ratio for a lot of this size. Assessor's Parcel No. 059-193-21. Approved 3-0
Action Minutes #12 7/21/11 Design Review Board Meeting
Page 1
4. 10 APOLLO ROAD: File No. 21111; Natasha Hawkins and John Minty, Owners; Site
Plan and Architectural Review for construction of additions to an existing single-family
dwelling, with Variances for reduced rear yard setback and excess lot coverage. The
applicants propose to construct family room, master bedroom suite and a fourth bedroom
to the rear of the house and a new garage to the front of the building assign 1,228 square
feet of floor area to the residence. The project would extend to within 13 feet, 5 inches of
the rear property line, which is less than the 18 foot minimum rear yard setback required
for this lot. The project would also have a maximum lot coverage of 36.7%, which is
greater than the 30.0% maximum lot coverage permitted in the R-1 zone. Assessor's
Parcel No. 034-271-05. Withdrawn
5. 9 BURRELL COURT: File No. 21112; Firuze Hariri, Owner; Site Plan and
Architectural Review for construction of additions to an existing single-family dwelling,
with Variances for reduced front yard setback and excess lot coverage. The applicants
propose to construct a new second story and additions to the garage, entry and rear of the
house on the ground level, adding 1,734 square feet to the residence. The project would
extend to within 19 feet, 2 inches of the front property line, which is less than the 30 foot
minimum front yard setback required in the RO-2 zone. The project would also have a
maximum lot coverage of 22.1 which is greater than the 15.0% maximum lot coverage
permitted in the RO-2 zone. Assessor's Parcel No. 034-271-05. Approved 2-1 (Emberson
a ainst
6. 98 SUGARLOAF DRIVE: File No. 21113; Jolynn Hardiman, Owner; Site Plan and
Architectural Review for construction of additions to an existing single-family dwelling,
with a Variance for reduced front yard setback. The applicants propose to construct 535
square feet of additions to the rear of the house and replace the existing flat roof with a
new pitched roof. A portion of the new roofline would encroach to within 13 feet, 4
inches of the front property line, which is less than the 30 foot minimum front yard
setback required in the RO-2 zone. Assessor's Parcel No. 058-281-02. Continued to
814/11
MINT TTFC
7. Regular Meeting of July 7, 2011 Approved 3-0
ADJOURNMENT At 9:00 PM
Action Minutes #12 7/21/11 Design Review Board Meeting Page 2
s
NOTICE OF MEETING
CANCELLATION
THE REGULAR
PLANNING COMMISSION
MEETING SCHEDULED FOR
WEDNESDAY, JULY 27, 2011
HAS BEEN CANCELLED.
THE NEXT MEETING OF THE
PLANNING COMMISSION
WILL BE THE REGULARLY
SCHEDULED MEETING ON
WEDNESDAY, AUGUST 10, 2011
SCOTT ANDERSON, SECRETARY
(00
TOWN OF TIBURON
Tiburon Town Hall
1505 Tiburon Boulevard
Tiburon, CA 94920
AGENDA
TIBURON DESIGN REVIEW BOARD
CALL TO ORDER AND ROLL CALL
Chairman Kricensky, Vice Chair Emberson, Boardmember's Chong and Tollini
ORAL COMMUNICATIONS
4,.
J
Persons wishing to address the Design Review Board on any subject not on the agenda may do
so under this portion of the agenda. Please note that the Design Review Board is not able to
undertake extended discussion, or take action on, items that do not appear on this agenda.
Matters requiring action will be referred to Town Staff for consideration and/or placed on a
future Design Review Board agenda. Please limit your comments to no more than three (3)
minutes. Any cominuni cations regarding an item not on the agenda will not be considered part
of the administrative record for that item.
STAFF BRIEFING (if any)
OLD BUSINESS
1. 98 SUGARLOAF DRIVE: File No. 21113; Jolynn Hardiman, Owner; Site Plan and
Architectural Review for construction of additions to an existing single-family dwelling,
with a Variance for reduced front yard setback. The applicants propose to construct 535
square feet of additions to the rear of the house and replace the existing flat roof with a
new pitched roof. A portion of the new roofline would encroach to within 13 feet, 4
inches of the front property line, which is less than the 30 foot minimum front yard
setback required in the RO-2 zone. Assessor's Parcel No. 058-281-02. [DW]
PUBLIC HEARINGS AND NEW BUSINESS
4
2. 525 HILARY DRIVE: File No. 21114; Tom and Jennifer Yin, Owners; Site Plan and
Architectural Review for construction of additions to an existing single-family dwelling,
with Variances for reduced rear yard setback and excess lot coverage. The applicants
propose to construct additions to the rear of the home to expand the kitchen and family
room. The project would extend to within 17 feet, 1 inch of the rear property line, which
is less than the 23 foot minimum rear yard setback required in the R-1 zone for this lot.
The project would also cover 35.2% of the lot, which is greater than the maximum lot
coverage of 30.0% permitted in the R-1 zone. Assessor's Parcel No. 039-133-11. [LT]
Design Review Board
August 4, 2011
Regular Meeting
Design Review Board
August 4, 2011
7:00 P.M.
Page 1
3. 20 SEAFIRTH ROAD: File No. 21115; Rudy and Charlene Borneo, Owners; Site Plan
and Architectural Review for construction of additions to an existing single-family
dwelling, with Variances for reduced front yard setback and excess lot coverage. The
applicants propose to construct family room, master bedroom suite and stairway additions
to the front and side of the house. The project would extend to within 18 feet of the front
property line, which is less than the 30 foot minimum front yard setback required in the
RO-2 zone. The project would also have a maximum lot coverage of 18.9%, which is
greater than the 15.0% maximum lot coverage permitted in the RO-2 zone. Assessor's
Parcel No. 039-092-15. [DW]
MINUTES
4. Regular Meeting of July 21, 2011
ADJOURNMENT
Design Review Board August 4, 2011 Page 2