10SN0272CASE MANAGER: Michael Janosik
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STAFF' S
REQUEST ANALYSIS
AND
RECOMMENDATION
l OSN0272
HCA Health Services
October 27, 2010 B S
Midlothian Magisterial District
West line of Chippenham Parkway, south of Midlothian Turnpike
RE VEST: Conditional use to permit acomputer-controlled, variable message, electronic sign.
PROPOSED LAND USE:
A computer-controlled, variable message, electronic sign, incorporated into an
outdoor advertising sign (billboard) is proposed.
PLANNING COMMISSION RECOMMENDATION
RECOMMEND APPROVAL AND ACCEPTANCE OF THE PROFFERED CONDITIONS ON
PAGE 2.
AYES: Messrs. Brown, Hassen and Waller.
NAYS: Messrs. Bass and Gulley.
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 integration into anon-conforming sign.
B. The requested exception to the Policy could set a precedent for similar requests.
(NOTE: CONDITIONS MAY BE IMPOSED OR THE PROPERTY OWNER(S) MAY
PROFFER CONDITIONS. CONDITIONS NOTED ONLY AS "CPC" ARE CONDITIONS
RECOMMENDED BY THE PLANNING COMMISSION.)
Providing a FIRST CHOICE community through excellence in public service
PROFFERED CONDITIONS
HCA Virginia Health System (the "Developer") in this zoning case, pursuant to Section 15.2-
2298 of the Code of Virginia (1950 as amended) and the Zoning Ordinance of Chesterfield
County, for itself and its successors or assigns, proffers that the development of the property
known as Chesterfield County Tax Identification Number 766-705-Part of 1843 (the "Property")
under consideration will be developed according to the following conditions if, and only if, the
request for the conditional use permit (CUP) is granted. In the event the request is denied or
approved with conditions not agreed to by the Developer, the proffers shall immediately be null
and void and of no further force or effect.
(CPC) 1. In addition to the Zoning Ordinance requirements, any computer-
controlled, variable message, electronic sign shall conform to the
following standards:
A. Copy shall not move nor fade and shall be limited to one line of
numeric display.
B. The message or display shall be programmed or sequenced to
change no more that once every 20 minutes.
C. The copy display color shall be yellow.
D. Flashing and traveling messages shall be prohibited.
E. Bijou lighting and animations effects shall be prohibited.
F. The electronic message center shall be integrated into the face of
the existing outdoor advertising sign, as described in Proffered
Condition 2.
G. The existing sign face shall not be increased in square footage,
height, or width.
H. The total area of the electronic message sign shall not exceed
thirty-six (36) square feet. (P)
(CPC) 2. This conditional use shall be limited to one (1) of the four (4) outdoor
advertising signs located on the Property, specifically the third sign
starting from south to north, as noted on the attached map. (P)
(CPC) 3. This conditional use permit shall be limited to the Developer only. (P)
GENERAL INFORMATION
T ,n~ati nn
West line of Chippenham Parkway, south of the Midlothian Turnpike interchange. Tax ID
766-705-Part of 1843.
2 10SN0272-OCT27-BOS-RPT
Existing Zoning:
C-5
Size:
8.3 acres
Existin Land Use:
Commercial (outdoor advertising signs). The site is occupied by four outdoor advertising
signs (billboards).
Adjacent Zoning and Land Use:
North - R-7; Single-family residential or vacant
South - R-7; Vacant
East - Chippenham Parkway and City of Richmond
West - R-7, 0-2, and C-4; Single-family residential or vacant
UTILITIES; FIRE; ENVIRONMENTAL; AND COUNTY DEPARTMENT OF
TRANSPORTATION
This request will have no impact on these facilities.
Virginia Department of Transportation (VDOT):
Electronic outdoor advertising signs located adjacent to principal highways, such as State
Route 150 - Chippenham Parkway, are subject to a VDOT permitting process. A design
will be required to be submitted through the VDOT Richmond District, Central Region
Permit Office, to be routed to the Richmond District Roadside Development Office for
review and evaluation. 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. Approval of signage is not necessarily assured.
T,ANT~ TIFF,
Comprehensive Plan:
The subject property is located within the boundaries of the Eastern Midlothian Plan which
suggests the property is appropriate for regional mixed use.
Area Development Trends:
The area around Chippenham Parkway/Midlothian Turnpike interchange is characterized by
commercial development, including the former Cloverleaf Mall now under redevelopment
3 10SN0272-OCT27-BOS-RPT
as a mix of commercial, office and multi-family use known as Stonebridge. Area properties
along Starview Lane are zoned Regional and General Business (C-4 and C-5), Corporate
Office (0-2) and Residential (R-7) and are characterized by single-family residential use or
are vacant. The City of Richmond is located east of Chippenham Parkway.
Ordinance History:
On July 22, 1992 the Zoning Ordinance was amended to prohibit the erection of new
outdoor advertising signs. All nonconforming outdoor advertising signs existing on or
after this amendment are permitted to remain provided they are properly maintained. Any
repair or refurbishment of these signs must not exceed acost ofthirty-five (35) percent of
the replacement cost of the total sign structure.
51~:
The applicant plans to incorporate acomputer-controlled, variable message electronic sign
into an existing nonconforming outdoor advertising sign and intends to use this component
to display a timer indicating emergency room wait times for a local hospital, as depicted in
the attached elevation. The proposed sign would be incorporated into one (1) of the four (4)
existing outdoor advertising signs, specifically the third sign from the south on the property
(Proffered Condition 2). Conditions would limit use of this sign to a numeric display. This
electronic message center would be limited to thirty-six (36) square feet in area (Proffered
Condition l.H); would be incorporated into the existing sign face (Proffered Condition l.F
and G); and would be limited to the applicant's use only (Proffered Condition 3). The
proposal would comply with the adopted Electronic Message Center Policy relative to
spacing between signs, lines of copy, color of copy and lack of flashing and traveling
messages, bijou lighting and animation. (Proffered Condition 1. A, C, D and E). The
proposed timing of message changes would be not more than once every twenty (20)
minutes which is more restrictive than the Policy criteria of not more than once every ten
(10) seconds (Proffered Condition l .B).
The proposal would not comply with Policy prohibitions on incorporating electronic
message centers into non-conforming signs (unless the height or size of a non-
conforming sign is substantially reduced to bring the sign closer into conformance with
the Ordinance). Given that new outdoor advertising signs are prohibited (reference
"zoning history" section), this target does not exist.
CONCLUSION
The proposed computer~ontrolled, variable message, electronic sign does not conform to the
Electronic Message Center Policy for such signs relative to incorporation into anon-conforming
sign. Approval of the requested exception to the Policy could set a precedent for similar requests.
Given these considerations, denial of this request is recommended.
4 10SN0272-OCT27-BOS-RPT
CASE HISTORY
Applicant (9/ 17/ 10)
Proffered Condition l .A was amended.
Applicant (9/21 / 10)
Proffered Condition l.C was amended.
Planning Commission Meeting (9/21/10):
The applicant did not accept staff s recommendation, but did accept the Planning
Commission's recommendation.
There was support present noting conformance with the Policy except for incorporation
into anon-conforming sign; that the message center would be integrated within the
existing sign face; and that the applicant had worked with area citizens in conditioning
this proposal.
Mr. Hassen compared the proposed numeric display to that permitted for time, date,
temperature and gas prices.
Messrs. Bass and Gulley indicated that the proposal was based upon marketing and not
for public service purposes; and that the sign did not conform to the adopted Policy.
On motion of Mr. Waller, seconded by Mr. Hassen, the Commission recommended
approval and acceptance of the proffered conditions on page 2.
AYES: Messrs. Brown, Hassen and Waller.
NAYS: Messrs. Bass and Gulley.
The Board of Supervisors, on Wednesday, October 27, 2010, beginning at 6:30 p.m., will take
under consideration this request.
5 10SN0272-OCT27-BOS-RPT
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