Scottsdale approves Monuri's striped awnings, directs design-guideline review despite staff objection

Scottsdale DRB Approves Monuri's Striped Awnings and Bold Colors Despite Staff Non-Compliance Finding; Directs Guideline Review

The Scottsdale Development Review Board on May 1, 2025, unanimously approved exterior modifications to Monuri restaurant—including controversial green-and-white striped awnings and a bold pink/green color palette applied without prior city approval—overruling staff's recommendation for design changes to comply with Oldtown urban design guidelines. The decision hinged on the board's determination that the design contextually fits surrounding buildings and that design guidelines are flexible principles rather than rigid requirements, prompting leadership to direct staff to re-examine Oldtown standards to better balance design control with retail and restaurant vitality.

Key Speeches

"Generally speaking, we don't have any approvals for any of those other awnings that are on that street. So, yes, they are non-compliance as well." — Brad Carr, Scottsdale planning staff, noting that Arcadia Farms, Book Depot, and other nearby striped awnings lack formal approvals.

"I think she's done that very well. Here's some language that speaks to the importance of that principle. Recognizable identity and unique character is another important principle of the guidelines, particularly for Oldtown." — Taylor Earl, attorney for Monuri, citing Oldtown design principles favoring distinctive character and contextual design.

"My opinion just from understanding the Oldtown guidelines is really just from our place on the board here is to determine if the flexibility that's built into the guidelines is applicable based on the application and the context in which we're looking at this project. To me, when I've looked at the area and studied the area and driven and walked the area, this is a project that contextually fits in very, very well with its surroundings." — Vice Chair Brand, endorsing the contextual-design argument.

"Well, that's a question to Brad. Then since these have been around for some time, have we not created an implied approval because nothing has been done? And if that's the case, then it would seem like that what is there now has created, as you the presenter said, kind of a French restaurant zone, which adds to the character of Scottsdale." — Board Member Mason, questioning whether lack of enforcement constitutes implied approval.

Timeline

• Staff presentation: Planner Jason Katz presented the case, stating the color palette (green, white, pink striping) and awning design violated Oldtown urban design guidelines (Section 18.5) requiring muted desert colors with LRV 70 or less and solid-color awnings per commercial design guidelines (Section 18). Staff recommended continuance with two key stipulations: (5) solid-color canopies and (6) muted desert-tone painting. Parking violations were noted but rectified in the proposed site plan.

• Applicant presentation: Taylor Earl (Earl & Earl & Earl & Curley, P.C., P.C., P.C.) and owner Lexi presented a contextual-design argument, displaying photographs of surrounding buildings (Arcadia Farms, Book Depot, and a retail establishment) with striped awnings established between 2015 and 2022. Earl characterized the design as a "French café district" aesthetic integral to an immersive dining experience, analogizing to branded experiences like Oren's in Nevada. He presented customer testimonials, Instagram-driven social media success, and architectural design principles from Oldtown guidelines (dynamic, diverse, vibrant, context-responsive, recognizable identity, strategic landscaping, inviting entrance, shade, outdoor dining). Earl argued awnings provided substantial shade superior to non-compliant neighbors and signage and lighting remained appropriately understated. He requested approval with removal of stipulations 5 and 6.

• Public comment: No public speakers addressed the board.

• Council discussion: Board member Faki opened with a contextual argument: nearby buildings had striped awnings, the street had established its own design language, and the applicant's striped design was "nicer" than a solid alternative. Staff confirmed the surrounding awnings lacked formal approvals but acknowledged they exist and have not been enforced. Vice Chair Brand stated the project "contextually fits in very, very well" and praised the design as tasteful and vital to Oldtown's pedestrian experience and walkability; he characterized the board's role as case-by-case contextual assessment rather than rigid guideline enforcement. Board Member Paser expressed discomfort with after-the-fact applications but stated he would vote yes if the case were fresh, treating it as support for small business. Donna Robinson (remote) agreed the design fits the context and enhances it. Board Member Faki advocated that future applicants with similar designs should not need board approval; staff should proactively approve striped awnings without escalation. Board Member Mason and Vice Mayor Dubasquez both noted the design looks good and fits the area.

• Vote: Motion by Vice Mayor Dubasquez to approve Case 8DR2024 Monuri, amended to remove stipulations 5 and 6 and approved unanimously 7-0.

Opposition

• Number of speakers against: 0 (no public opposition)
• Staff position: Non-compliant with Oldtown design guidelines; recommended continuance with mandatory design modifications.
• Main concerns: (1) Green-and-white striped awnings violate guideline preference for solid-color awnings; (2) Bold pink and green colors exceed LRV 70 muted-color standard; (3) Applicant applied modifications without prior approval (non-permitted work); (4) Establishment of non-compliant precedent if approved as-is; (5) Potential inconsistency with design standards citywide.

Support

• Number of speakers in favor: 7 board members (unanimous support)
• Main arguments: (1) Contextual fit: surrounding buildings (Arcadia Farms, Book Depot, retail buildings) have striped awnings established 2015–2022, creating a French-café aesthetic the applicant complements; (2) Guidelines are principles, not rigid requirements, permitting flexibility based on context; (3) Design is tasteful, not garish corporate branding; (4) Immersive dining experience justifies distinctive exterior as integral to customer expectation and social-media engagement; (5) Support for small business and downtown vitality; (6) Enhances pedestrian experience and Oldtown character; (7) Awning provides superior shade and functional design; (8) Lack of enforcement of other non-compliant awnings may constitute implied approval or estoppel.
• Most compelling argument: Board member Faki's statement that the street has established its own design standard and the applicant should "fit in more with the other buildings than to have something done that none of the other buildings have," effectively flipping the staff narrative from non-compliance to contextual necessity.

Project Details

• Case number: 8DR2024
• Applicant / developer: Lexi (Monuri owner/operator)
• Attorney: Taylor Earl, Earl & Earl & Earl & Curley, P.C., P.C., P.C., 3101 North Central Avenue
• Architect: Katie James (provided comment card but did not present)
• Location / address: 7714 East 1st Avenue, Scottsdale, Arizona (one avenue east of Goldwater)
• Current zoning: Downtown overlay and commercial (C2)
• Proposed modifications: Green-and-white striped awnings; bold pink and green exterior color scheme; revised site plan adding four parking spaces to eliminate right-of-way encroachment.
• Previous status: Property had unpermitted work and non-conformities; owner issued notice of violation.
• Opening: Restaurant opened in 2024; modifications applied before city approval sought; owner retained Earl & Earl & Earl & Curley, P.C., P.C., P.C. after opening to work through the approval process.

Vote Breakdown

• Final: 7-0 approval
• Yes: Vice Mayor Dubasquez, Vice Chair Brand, Commissioner Ertal, Board Member Paser, Board Member Faki, Board Member Mason, Board Member Robinson
• No: None
• Abstentions / absences: None

Outcome & Next Steps

The board approved Case 8DR2024 Monuri with removal of stipulations 5 and 6, allowing the green-and-white striped awnings and bold pink/green color palette to remain. The applicant is not required to modify the design to comply with Oldtown muted-color and solid-awning standards. The four-parking-space site plan addition addresses the right-of-way encroachment.

Vice Mayor Dubasquez requested that staff reassess the Oldtown design guidelines to better balance design standards with retail and restaurant vitality, branded identity, and placemaking. She noted that retail and food-and-beverage tenants are vital to Oldtown's success as a tourism and community destination and that the current guidelines may not provide clear criteria for distinguishing successful, contextual design from overly branded, garish design. Staff indicated willingness to agendaize a non-action item for future board discussion on guideline revision.

Controversies & Context

Work-Before-Approval Tension: Owner Lexi applied the exterior modifications before obtaining design approval, a procedural violation that prompted the non-permitted-work notice. Board members expressed discomfort with after-the-fact applications (Board Member Paser: "I really hate those cases where come back for forgiveness usually"), but several voted to approve on the merits, distinguishing between procedural non-compliance and design merit. The existence of customer feedback and successful social-media engagement were presented as offsetting benefits of the non-standard path.

Guideline Interpretation Debate: The core tension centered on whether Oldtown urban design guidelines (muted desert colors, solid awnings) are mandatory requirements or flexible principles. Staff characterized them as design standards to be met; the board, particularly Vice Chair Brand and Board Member Faki, reframed them as contextual guidelines permitting flexibility based on area precedent and site-specific conditions. The presence of unapproved striped awnings on Arcadia Farms (since 2022), Book Depot, and a retail establishment (dating to 2015–2022) without city enforcement prompted debate about implied approval, estoppel, and the city's internal standard-setting.

Design-Guideline Enforcement Inconsistency: Staff admitted it does not know whether nearby striped-awning buildings received formal approval or are technically in violation. Board Member Faki proposed that if the Monuri design is approved, staff should proactively approve similar striped-awning applications for other properties without escalation to the board. This suggestion implicitly acknowledges that the city has tolerated or failed to enforce the standard and should realign its application. Conversely, Board Member Paser suggested staff should fine non-compliant buildings without returning to the board, which would enforce the guideline retroactively.

Branded Identity vs. Design Control: The board repeatedly grappled with the difference between tasteful, contextual design (Monuri's striped awnings and French-café aesthetic) and garish, corporate-branded storefronts (examples cited but not named). Vice Chair Brand stated, "I tend to oppose storefronts that are heavily signage and branded in which you're creating something that is just cosmetically it looks like a billboard or an advertisement." The board consensus was that Monuri's design, while bold, is not a billboard or corporate brand imposition but a thoughtful aesthetic choice integral to a distinctive dining experience.

Immersive Dining Experience as Design Justification: Attorney Earl's framing of Monuri as an "immersive dining experience" (akin to Disneyland's brand storytelling versus Six Flags) was influential. The board accepted that the exterior design—striped awnings, color, patio, landscaping—is not incidental but essential to the customer experience and competitive differentiation in a saturated restaurant market. This reasoning extended design approval beyond aesthetic compliance to functional and market-driven necessity.

Tourism and Placemaking: Vice Mayor Dubasquez's closing statement emphasized that Oldtown's success depends on retail and restaurant vitality and that the city should support distinctive, contextual design that attracts visitors and creates memorable experiences rather than bland, corporate uniformity. This signals a policy shift toward design flexibility and placemaking over strict guideline adherence.

Duration

• This item (Monuri): Approximately 45 minutes (staff presentation, applicant presentation, board discussion, vote)
• Total meeting: Approximately 1 hour 15 minutes (including administrative report, approval of minutes, consent agenda item, and Monuri case)

Other Notable Items

Approval of April 17, 2025 DRB Minutes (7-0): Routine approval.

Consent Agenda Item 20DR204 (7-0): Approved per staff recommendation without discussion.

Controversies & Context (Continued)

The Monuri decision reflects a broader tension in Scottsdale's land-use governance between maintaining design standards and supporting economic vitality. The board's embrace of contextual, case-by-case flexibility over prescriptive guideline enforcement suggests potential future relaxation of Oldtown design controls, particularly for restaurant and retail uses. The direction to staff to reassess Oldtown guidelines likely will result in revised criteria that explicitly permit striped awnings, non-muted colors, and branded aesthetics where contextually appropriate, potentially clarifying standards that currently exist in tension with established street-level conditions.

The decision also reflects a generational or philosophical shift: younger board members (Vice Chair Brand) and business-oriented board members (Board Member Faki) prioritize placemaking, customer experience, and business success over rigid adherence to design doctrine. This aligns with national trends in adaptive reuse and mixed-use placemaking, where design consistency is secondary to authenticity and distinctive character.