Home > Government > Boards and Commissions > Sign Review Board > 2011 > July 27, 2011

Sign Review Board

Black Eyed Susan Conference Room
July 27, 2011
2:00 p.m.

Re:  Public Hearings 

SRB2011-00531 – 510, 520, 530, and 540 Gaither Road, Redland Tech Center

This modification request is for a second approval from the Sign Review Board for the property's current sign concept plan. Prior SRB approval granted additional freestanding entrance signs and directory signs that were larger than permitted along with a maximum total signage of 740 square feet that exceeded the permitted 250 square feet in an MXE Zone. The applicant is proposing to amend comprehensive sign concept plan for the subject property. This request focuses on the color criteria.

Nathan Minch with Studios Architecture and Stephen Schwendinger, with Perseus Realty, presented the applicant's request. Mr. Minch explained that the original comprehensive signage package was put in place in 2009 and approved in November 2009. The applicant would like to amend the sign package and to request each building (3) with its own sign identity. There would be one sign on each building. Each building would have only one color.

The Board discussed the location of the property, the color proposed for each of the three buildings and placement of signs.

After further discussion, Ms. Hanessian moved, seconded by Ms. Goehrung to approve SRB2011-00531 – 510, 520, 530, and 540 Gaither Road, Redland Tech Center as submitted. The motion passed unanimously.

SRB2011-00532 – 1043-1099 Rockville Pike, Talbott Shopping Center

This modification request is for a new sign design concept for the Talbott Shopping Center. The Talbott Center would like to utilize different colors, style and materials for all the tenant signs.

The sign ordinance states that for a lot occupied by more than one business/tenant, each sign must be compatible and harmonious (but not necessarily identical) in terms of design, color, shape, size, style, material and mounting with all other signs on the building or in the center.

Ms. Dietrich informed the Board that she received emails from several tenants in the Shopping Center saying they are in support of the application.

Ray Whalen with Talbott Center Associates, Kathy Reitz, with Whalen Properties, and Stephen Gottlich with Gable Signs presented the applicant's request.

Mr. Whalen stated that the Shopping Center is zoned MXCD (mixed-use, with retail and office). They plan to renovate the shopping center and part of renovation is to propose a new comprehensive sign package for the center. Mr. Whalen noted that the sign ordinance is outdated and the development process has evolved since 1983. Mr. Whalen inquired whether complaints have been made regarding the different signage colors in the shopping center. Ms. Dietrich replied that no complaints have been filed.

Mr. Whalen explained that he met with Susan Swift, Director of Community Planning & Development Services and Deane Mellander, Zoning Administrator today and he has also met with the Chamber of Commerce to change the Sign Ordinance to help ease some of the current regulations, and, if approved, would assist the Rockville Pike shopping centers with enabling the individual stores to have their logos and trademarks without changing the intent /policy of the sign code.

Mr. Whalen stated that when Talbott Shopping was built, it was a stand-alone shopping center, and it was planned by one group. If the sign code works for Planned Developments, it should also work for them. All the businesses in the center are mom and pop tenants. They are planning to renovate the center as soon as possible. Mr. Whalen discussed filing a text amendment if the Board approves his application today.

Mr. Gottlich stated that one color signage restricts the overall shopping center. A new comprehensive sign plan would be more harmonious and compatible. He further explained the mounting of the signage and low voltage lighting. There would be a new clock in the center of the shopping center as a point of interest. Mr. Gottlich stated that the retail portion will be located on the lower level and more office/professional offices on the upper level of the center. The signage would create an identity and interest for the retail portion.

Ms. Bozzonetti inquired whether there would be signage on both the front and the back of the shopping center. Mr. Whalen replied that there would be signage in the back because there would be professional offices located there.

Ms. Goehrung discussed the proposal and questioned that what the applicant is proposing seems to be a blanket variance for each tenant and it is required that the applicant must show hardship that would cause the Board to deviate from the existing sign code. The Board cannot rewrite the sign code. Ms. Goehrung explained the procedures.

The Board further discussed the sign code, other renovated shopping centers abiding by the existing sign code, and whether approving this application would set a precedent.

Mr. Whalen explained that the hardship is the economy, and that the sign code is too restrictive. He asked why it is good for Planned Development and not for retail in the MXCD Zone.

The Board discussed approving variances for tenants who come from a strip that has uniform colors; that the Board cannot change the sign code; this would be setting a precedent, if approved; allowing a variety of colors in shopping centers; and small businesses deserve as much consideration as planned development.

Mr. Wasilak explained the sign code and the reasoning that went into writing the regulations.

Ms. Reitz explained that the economy is not good and the reason why they are refacing the shopping center. They want the visibility and design to draw more customers into the center.

Mr. Whalen stated that he would like a partial variance approved, if not at all. He said he would have to revisit the freestanding identity signs at another time.

In response to the Board, Mr. Whalen stated that the new signs would be the size within the sign code regulations.

After further discussion regarding colors, lettering and style, Ms. Goehrung moved to deny the proposal to have individual colors for each tenant in the shopping center. Due to no second on the motion; the motion failed.

Ms. Bozzonetti recommended tabling the application because she felt she needed to review the application in order to make a decision.

Ms. Hanessian moved to approve the application. There was no second to the motion. The motion failed.

After further discussion regarding the existing sign code and the applicant's sign package, Ms. Goehrung moved, seconded by Ms. Bozzonetti to table SRB2011-00532 – 1043-1099 Rockville Pike, Talbott Shopping Center to the next Sign Review Board's scheduled meeting. The motion passed on a vote of 2-1, with Ms. Hanessian voting nay.

Re: Minutes

Ms. Bozzonetti moved, seconded by Ms. Hanessian to approve the minutes of June 22, 2011 as corrected. The motion passed on a vote of 3-0.

Old Business

Ms. Bozzonetti moved, seconded by Ms. Goehrung to table the Sign Ordinance revisions to the next meeting. The motion passed on a vote of 3-0.

Re: Adjournment

The meeting adjourned at 3:30 p.m.

The next meeting of the Sign Review Board is scheduled for Wednesday, September 7, 2011 at 2:00 PM in the Black Eyed Susan Conference Room, located on the 3rd floor of City Hall.