10SN0240
July 20, 2010 CPC
August 25, 2010 BS
STAFF’S
REQUEST ANALYSIS
AND
RECOMMENDATION
10SN0240
CVS Pharmacy
Midlothian Magisterial District
Southeast corner of Midlothian Turnpike and South Providence Road
REQUEST: Conditional Use to permit a computer-controlled, variable message, electronic sign.
PROPOSED LAND USE:
A computer-controlled, variable message, electronic sign, incorporated into a
freestanding identification sign for a drugstore/pharmacy is proposed.
PLANNING COMMISSION RECOMMENDATION
RECOMMEND DENIAL.
STAFF RECOMMENDATION
Recommend denial for the following reasons:
A. The proposed computer-controlled, variable message, electronic sign does not
conform to the adopted Electronic Message Center Policy for such signs relative
to spacing between such signs.
B. The requested exceptions to the Policy could set a precedent for similar requests.
(NOTE: CONDITIONS MAY BE IMPOSED OR THE PROPERTY OWNER(S) MAY
PROFFER CONDITIONS.)
PROFFERED CONDITION
In addition to Ordinance requirements, any computer-controlled, variable message,
electronic sign shall conform to the following standards:
Providing a FIRST CHOICE community through excellence in public service
a. Copy shall be limited to a maximum of two (2) lines which shall not move,
but may fade;
b. The message or display shall be programmed or sequenced to change no
more than once every ten (10) seconds;
c. The copy display color shall either be white or yellow;
d. Flashing and traveling messages shall be prohibited; and
e. Bijou lighting and animations effects shall be prohibited.
f. The base of each column for the sign shall be constructed of brick or brick
veneer as depicted in the sign elevation titled “CVS/Pharmacy #2706”,
prepared by Service Neon Signs Inc. and dated March 2, 2010. (P)
GENERAL INFORMATION
Location:
Southeast corner of Midlothian Turnpike and South Providence Road. Tax IDs 759-705-
6781 and Part of 5381 (formerly known as Tax ID 759-705-4885).
Existing Zoning:
C-5
Size:
1.2 acres
Existing Land Use:
Commercial and vacant
Adjacent Zoning and Land Use:
North – C-3; Commercial
South, East and West – C-5; Commercial
UTILITIES; ENVIRONMENTAL; FIRE; AND COUNTY DEPARTMENT OF
TRANSPORTATION
This request will have no impact on these facilities.
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Virginia Department of Transportation (VDOT):
Electronic signs located adjacent to Federally assisted highways, such as U.S. Route 60,
are subject to VDOT review and/or approval. A design will be required to be submitted
through the VDOT Richmond District, Central Region Permit Office, to be routed to the
appropriate reviewing entity. The plan is to show the location of the sign relative to the
right-of-way (and outside the appropriate clear zone) and operational details, as deemed
necessary, for evaluation of the signage.
LAND USE
Comprehensive Plan:
The subject property is located within the boundaries of the Eastern Midlothian Plan which
suggests the property is appropriate for a mix of community-scale commercial and office
uses.
Area Development Trends:
The area is characterized by commercial uses along the north and south lines of the
Midlothian Turnpike Corridor, with residential developments south along South Providence
Road.
Signs:
The applicant plans to incorporate a computer-controlled, variable message electronic sign
into a freestanding sign. The proposed sign and computer-controlled, variable message
electronic sign would comply with the size and height requirements of the Zoning
Ordinance which currently permits a freestanding sign sixty-two (62) square feet in area
(including changeable copy) at a height of fifteen (15) feet. The proposal would comply
with the adopted Electronic Message Center Policy relative to spacing between signs and
lack of flashing and traveling messages, bijou lighting and animation. (Proffered Condition)
The Proffered Condition (Item “f”) addresses the treatment of the sign base as reflected in
the attached elevation. It should be noted that adherence to other components of the depicted
sign treatment have not been proffered.
The proposal would not comply with the Policy relative to spacing between such signs.
Spacing:
The Policy requires a minimum of 2,000 foot spacing between electronic message signs.
Currently, an electronic message center sign identifying both a cellular telephone
company and motor vehicle service business is located at the northwest corner of
Midlothian Turnpike and Fairwood Road, approximately 1,300 feet west of the subject
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property as noted on the attached map. As such, the request does not meet the spacing
requirements per the Policy.
CONCLUSION
The proposed computer-controlled, variable message, electronic sign does not conform to the
adopted Electronic Message Center Policy for such signs relative to spacing between such signs.
Approval of this requested exception to the Policy could set a precedent for similar requests.
Given these considerations, denial of this request is recommended.
______________________________________________________________________________
CASE HISTORY
______________________________________________________________________________
Planning Commission Meeting (7/20/10):
The applicant did not accept the recommendation. There was opposition and support
present. Those in opposition expressed concerns relative to non-compliance of approved
signs; support for adherence to Policy; that such signs were contrary to revitalization
efforts in aging commercial corridors; and that existing Ordinance standards provide
adequate business identification.
Those in support indicated the spacing requirements of the Policy were ambiguous; that
these signs aid in eliminating temporary signage such as banners; and that the Policy
should be amended to reach a reasonable compromise.
Mr. Bass noted disappointment in existing violations of sign conditions and lack of
enforcement; and that he would adhere to the Policy until it is modified by the Board.
Messrs. Gulley and Waller noted agreement with the position of Mr. Bass. Mr. Gulley
noted that area business leaders had indicated such signs conflicted with revitalization
and beautification efforts along the corridor.
Dr. Brown recognized opposition to the proposal, including from the business
community.
On motion of Mr. Waller, seconded by Mr. Gulley, the Commission recommended
denial.
AYES: Messrs. Brown, Hassen, Bass, Gulley and Waller.
The Board of Supervisors, on Wednesday, August 25, 2010, beginning at 6:30 p.m., will take
under consideration this request.
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