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Sign Review Board

Black Eyed Susan Conference Room
June 2, 2010
2:00 PM

Re:  Public Hearings 

SRB2010-00513 – 3200-3206 Tower Oaks Boulevard

This modification request is to permit a freestanding sign to be erected closer to the property line than permitted.  In the MXE Zone, a freestanding sign must be located not less than 50 feet from any lot line.  The applicant is requesting a modification to permit the freestanding sign to be erected 10 feet from the lot line. 

This property is situated in a wooded area and has a tree line entrance.  If the Sign Ordinance were adhered to, the freestanding sign would not be easily visible from Wootton Parkway.  The current freestanding sign on the property was issued a sign permit in November 2004 that required the sign to be effected 50 feet from the lot line as was stated in the sign permit application and approved, however, the sign was erected closer to the lot line than the required 50 feet and was in violation of the Sign Ordinance and went unnoticed by the City.  The applicant is now requesting that their new sign be erected in the same area as the existing sign. 

Mr. Worthing moved, seconded by Ms. Goehrung to approve SRB2010-00513, 3200-3206 Tower Oaks Boulevard as submitted.  The motion passed unanimously.

SRB2010-2800 Tower Oaks Boulevard, Geico Insurance

This application was postponed to July 14, 2010 Sign Review Board Meeting. 

SRB2010-00515, 5751 & 5801 Fishers Lane, Twinbrook Station

This modification request is for an approval of a Comprehensive Sign Plan for the new planned development, Twinbrook Station.

Pat Harris, Attorney with Holland & Knight, presented that applicant's request.  Ms. Harris presented the history and the building phases of the planned development, Twinbrook Station. The development is a mix of business/office, residential and retail stores.  Ms. Harris explained that the sign concept guidelines for future sign designs for Twinbrook Station are in conformity with the Rockville Sign Ordinance with the exception that the signs will not be consistent and harmonious in terms of design, color, shape, size, style, material and mounting.  Tenants will be encouraged to use their creativity. 

Ms. Harris pointed out some examples of those planned developments such as:  King Farm, Fallsgrove, Wootton Planned Community, the Bethesda Row area in Bethesda, Maryland, and Rockville Town Center.  Ms. Harris presented photos of some of these areas. 

The Board discussed whether each planned community has an architectural review board that would review the signage before they are erected.  Tony Creamer from the JBG Company explained the signage process. 

Ed Mullaney with JBG also explained that JBG would review and sign off on tenant packages after which the tenants come to the City for approval.

The Board also discussed the height of the signs, style of lettering, sign concept plan requirements, diversity of signage, signs with channel letters placed in the same location, even with different colors in a shopping center, would not be allowed, rewording the guidelines to require diversity rather than encourage diversity of signage in the Twinbrook Station development, and whether there have been impacts on the older tenants in the community. 

Ms. Harris read the revised language in the guidelines.  The guideline read "The sign concept package shall provide a variety of signage styles to maximize their store logos, specialty letters, styles and graphic flourishes.  Letters and graphics must incorporate texture, depth, sculpture on dimensional qualities.  Creating a consistency in unique high quality in graphics and creativity is essential."

Mr. Worthing pointed out that if this variance becomes garish or distasteful, it would have to be reviewed again by the Board.  Discussion ensued regarding other planned development signage. 

Mr. Worthing moved, seconded by Ms. Goehrung to approve SRB2010-00515 - 5751 & 5801 Fishers Lane, Twinbrook Station with the addition of modified language in the sign concept guidelines for planned development with respect to Phase 1A (two separate buildings) and as a general concept for the entire plan.   However, other applications should be made for other phases of the development.  The motion passed unanimously. 

SRB2010-00516-15100-15192 Frederick Road, College Plaza Shopping Center

This modification request is to permit the existing shopping center freestanding identification sign to be replaced with a new freestanding sign that does not meet the Sign Ordinance requirement of letter height that identifies the shopping center and the individual tenants.  In the MXCD Zone, freestanding signs that contain the name of more than one business or place, must have lettering for the identification of the shopping center that is not less than 18 inches in height.  Lettering for the identification of individual businesses/tenants and other copy must not be less than 10 inches in height. 

Kurt Meeske, property manager of College Plaza Shopping Center, presented the applicant's request.  Mr. Meeske explained that the existing sign is outdated and the applicant proposed to replace the existing freestanding sign that would utilize the multiple colors of beige, white and red and that the letter height that identifies the shopping center would be 10 inches and the other tenant names would vary in size from 10 inches to 15 inches in height.  Mr. Meeske also noted that the shopping center has an interior courtyard and those tenants do not have any representation. 

The Board discussed its concerns regarding the variety of colors of the lettering on the sign, the other tenants not represented on the proposed sign, height of the letters, the existing freestanding sign compared to the proposed freestanding sign, LED lighting, logos for the signage, and the background panel of the sign.

Mr. Worthing recommended that the applicant use the Magruder's script lettering, because it is the major tenant for the shopping center.  The remainder of the tenant signage should be uniform script.  Ms. Hanessian proposed that the Board not permit any other colors as represented on the photos of the shopping center.  Ms. Goehrung said she agreed, the signs would have to have a light background, such as ivory, with red lettering.  Mr. Worthing noted another issue, the 10 inch high lettering.  He pointed out that Route 355 is very busy and drivers would have a problem reading the small lettering.

Mr. Worthing moved, seconded by Ms. Goehrung to approve  SRB2010-00516-15100-15192 Frederick Road, College Plaza Shopping Center as submitted and with the following modifications:  The signage would have all red lettering, the fonts should be the same as the logos with an off-white background with text only, and no icons.  The motion passed unanimously. 
        
Re:  Minutes

The April 21, 2010 minutes were unanimously approved as written. 

New Business

The Board welcomed William Rocca as the new alternate to the Board. 

Re:  Adjournment  

The meeting adjourned at 3:55 pm. 

The next meeting of the Sign Review Board is scheduled for Wednesday, July 14, 2010 at 2:00 PM in the Black Eyed Susan Conference Room, located on the 3rd floor of City Hall.