A bowling center has existed at 3805 Belt Line Road since the late 1990s. The current operator of this facility is Bowlero Corporation, which operates nearly 300 centers, making it the largest ten-pin bowling center operator in the world. In 2018, Bowlero rebranded from Bowlmor AMF, which is reflected in the existing “Bowlmor Lanes” signage at Bowlero’s Addison bowling center. In order to accurately reflect this rebranding, Bowlero recently submitted several sign permit applications to update existing attached and detached signage on the premises, and to add an additional attached sign reflective of the new brand.
In reviewing Bowlero’s sign permit applications, staff found that the proposed signage did not comply with the Town’s sign code due to the number and cumulative size of the attached signs that were proposed, as well as the size of the lettering and logos included in the attached sign design. After examining the impacts of complying with the Town’s sign code, Bowlero elected to apply for a Meritorious Exception to the sign code. Specific exceptions addressed by Bowlero’s request include:
- Exceeding the number of permitted attached signs on the southern, Belt Line Road facing façade, by providing three signs instead of a single tenant sign. This proposed condition reflects one additional sign in excess of what currently exists on this facade.
- Exceeding the 100 square feet maximum effective sign area for the southern façade by 195 square feet. The Town’s sign ordinance defines effective area as the area enclosed by drawing a rectangle of horizontal and vertical lines which fully contain all extremities of the sign drawn to scale.
- For two proposed attached signs that include the Bowlero brand name, exceeding the 37.5 inch maximum letter and logo height by 56 inches for the logo and 13.5 inches for lettering.
- For one proposed attached sign that depicts the Bowlero brand logo, exceeding the 41.25 inch maximum logo height by 64.75 inches.
The applicant is pursuing a Meritorious Exception to the sign ordinance in accordance with the below code provision:
Town of Addison Code of Ordinances, Chapter 62 (Signs)
Section 62-33. – Meritorious exceptions.
(d)(3) The council may consider appeals on the basis that such regulations and/or standards will, by reason of exceptional circumstances or surroundings, constitute a practical difficulty or unnecessary hardship or on the basis that the proposed improvement although falling under the definition of a "sign," constitutes art that makes a positive contribution to the visual environment.
For this proposal, staff believes the hardship criteria of the Meritorious Exception requirements is met due to the limited visibility of this facility from Belt Line Road. This facility is addressed off of Belt Line Road and maintains a detached sign on a small strip of land at the northeast corner of Belt Line Road and Business Avenue. While this building is over 500 feet from the Belt Line frontage, the size of the attached sign lettering and logos is regulated by the distance between the proposed signs and the nearest public streets. In this case, the two Bowlero lettered signs are just under 250 feet from two adjacent north/south secondary streets, Business Avenue and Commercial Drive, while the Bowlero logo sign is just over 250 feet from those roadways. With this large setback from Belt line Road, the proposed attached signs serve a much larger role in directing potential customers into the site.
If this proposal was required to comply with the current sign code, the proposed Bowlero signage would be much smaller than the Bowlmor Lanes signage that currently exists on site. While this proposal presents one additional attached sign through the provision of the logo sign, the change in effective sign area from existing to proposed conditions is minimal.
The bowling industry continues to be strongly impacted by the COVID-19 pandemic. This proposed signage will help Bowlero direct traffic to their business with minimal aesthetic changes from current conditions.
Staff recommends approval of this Meritorious Exception request. |