Ross Dress for Less is a chain of off-priced department stores that is working on opening a new location at Addison Town Center.
Due to the large setback from Belt Line Road, Addison Town Center signage is regulated by Article VI Special Districts section of the Sign Code, which provides two options for signage located specifically within this shopping center. Recognizing the extent of the setback for this shopping center, the intent of the Addison Town Center Special District is to provide for increased letter heights and increased overall sign square footage throughout the center, as compared to the usual Sign Code requirements for wall signs.
The Sign Code, Chapter 62 of the Code of Ordinances, states the following:
Section 62-289. – Generally.
(a) Addison Town Center (being that area to which Ordinance No. 094-069, adopted October 11, 1994, applies): Signs shall be permitted under either the (1) or (2) size option listed below:
(1) One sign per facade not to exceed 100 square feet, maximum square footage shall be one and one-half times the length of facade, maximum letter height to be 24 inches for all letters, maximum width of sign to be 75 percent of width of facade; or
(2) One sign allowed per 20 feet of linear frontage, maximum square footage of sign to be three and one-half percent of square footage of facade, maximum letter height to be six feet for all letters.
Section 62-1 Definitions, identifies the effective area of a sign as "the area enclosed by drawing a rectangle of horizontal and vertical lines which fully contain all extremities of the sign drawn to scale, including architectural design elements such as decorative bordering, but exclusive of the sign supports. The measurement is to be calculated from the viewpoint which gives the largest rectangle of that kind as the viewpoint is rotated horizontally around the sign."
The applicant is proposing a sign utilizing the second option of the Addison Town Center Special District and is requesting a meritorious exception to allow an increase in the maximum allowed effective area, from 132.48 to 458.25 square feet. The proposed sign does not comply with the maximum effective area requirement as set forth by the Addison Town Center Special District, exceeding the allowance by 325.77 square feet. This equates to a 246% increase from what is allowed by Code.
Due to the building setback, extensive landscaping and other obstructions between the building and Belt Line Road, the sign will not be visible regardless of the size. The business will most likely be identified on Belt Line Road and Marsh Lane by panels on the existing multi-tenant signage. Addison Town Center also has directional signage within the center to guide patrons to the various businesses. While Addison Town Center has a history of visibility concerns, no other tenants have been granted meritorious exceptions. |