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a noticeable difference for business given added signage. He indicated that he wants to be business-friendly to tenants who provide good services to the City and that similar signage have been allowed in other buildings around the City. He requested the Commission to approve his request. Commissioner Narum referred to the Bell Sports Medicine Institute sign and inquired if it would be an option to delete the word, “Institute.” Dr. Sjoberg agreed to this but noted that the business represents an Institute. He indicated that the Dr. Bell, the owner of the business, was present in the audience. David Bell stated that his specialty is sports orthopedic medicine and that his business complemented the quality of the building’s business with high customer service for patients. He indicated that he has been trying to find ways for people to find his business and that it is a helpful service to the community to be able to identify his location through a tasteful-looking sign. He requested the Commission’s consideration in approving the sign. Chair Blank asked Dr. Bell if removing the word “Institute” from the sign was acceptable to him. Dr. Bell replies that he is willing to be flexible. He explained that his goal for his business is to provide multiple services. He indicated that they are physical therapists and that the word “Institute" is part of their advocacy for services besides sports medicine. Greg Hickle, Valley Community Bank (VCB), stated that he helped start VCB ten years ago and noted that as a small business whatever signage they can have helps them succeed, given their limited advertising budget. He added that the approval of his proposed signage would help his business grow and thrive in Pleasanton. Mr. Sjoberg indicated that he was amenable to Commissioner Narum’s suggestion to eliminate the word “Institute” from the second-floor signage and that it would be a nice fit for lettering and balance. THE PUBLIC HEARING WAS CLOSED. In response to Commissioner Pearce’s inquiry why the application was not a minor modification, Ms. Amos replied that a condition of approval for the development plan states that the applicant would have to apply for a sign program and that second-floor signage is not allowed. Commissioner O’Connor noted that Hacienda Business Park has very strict sign guidelines when moving up higher in the building, but the Park is more concerned with percentages in terms of how big the building is and the size of the sign. He stated that he felt the Commission should be less concerned with the number of signs and more concerned with aesthetics, how large the sign would be and the possible consolidation of the lettering. PLANNING COMMISSION MINUTES, August 13, 2008 Page 23 of 26