11SN0109CASE MANAGER: Jane Peterson
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STAFF' S
REQUEST ANALYSIS
AND
RECOMMENDATION
11 SN0109
HCA Health Services
October 27, 2010 B S
Clover Hill Magisterial District
North line of Hull Street Road, west of Genito Road
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 DENIAL.
AYES: Messrs. Brown, Bass and Gulley.
NAYS: Messrs. Hassen and Waller.
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 location within the Hull Street Road Corridor and integration into a non-
conforming sign.
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.)
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 743-683-3987 (the "Property") under
consideration will be developed according to the following conditions if, and only if, the request
for the conditional use (CU) 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.
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
isp ay.
B. The message or display shall be programmed or sequenced to change no
more than 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.
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)
2. This conditional use permit shall be limited to the Developer only. (P)
GENERAL INFORMATION
T ,n~ati nn
North line of Hull Street Road, west of Genito Road. Tax ID 743-683-3987.
Existing Zoning:
C-5
2 11SN0109-OCT27-BOS-RPT
Size:
2.3 acres
Existin Land Use:
Commercial
Adjacent Zoning and Land Use:
North - C-5; Single-family residential or vacant
West - C-5; Public/semi-public (United States Post Office)
South and East - C-3; Commercial or vacant
UTILITIES; ENVIRONMENTAL; FIRE; AND COUNTY DEPARTMENT OF
TRANSPORTATION
This request will have no impact on these facilities.
Virginia Department of Transportation (VDOT):
Electronic outdoor advertising signs located adj acent to Federally assisted highways, such as
U.S. Route 360, 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 .ANTI T 1CF.
Comprehensive Plan:
The subject property is located within the boundaries of the Powhite/Route 288 Plan which
suggests the property is appropriate for office use.
Area Development Trends:
The area is characterized by commercial and public/semi-public uses along the north and
south lines of Hull Street Road, bordered by residential uses within subdivisions or on
acreage parcels outside this commercial corridor.
Zonin Hwy:
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
3 11SN0109-OCT27-BOS-RPT
after this amendment are permitted to remain provided they are properly maintained.
Any repair or refurbishment of these signs must not exceed a cost of thirty-five (35)
percent of the replacement cost of the total sign structure.
Sins:
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. 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 2). 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 the Policy in
two (2) respects. First, the proposal would not comply with Policy provisions which prohibit
such signs within the Hull Street Road Corridor. Second, the proposal would not comply
with Policy prohibitions on incorporating electronic message centers into non-conforming
signs unless the height or size of the non-conforming sign is subsequently reduced to bring
the sign closer into conformance with the Ordinance. Given that new outdoor advertising
signs are prohibited by Ordinance (reference "Zoning History" Section), this target does not
exist.
CONCLUSION
The proposed computer-controlled, variable message, electronic sign does not conform to the
adopted Electronic Message Center Policy for such signs relative to its location within the Hull
Street Road Corridor and incorporation into anon-conforming sign. Approval of these requested
exceptions to the Policy could set a precedent for similar requests.
Given these considerations, denial of this request is recommended.
CASE HISTORY
Applicant (9/ 17/ 10)
Proffered Condition l .A was amended.
4 11SN0109-OCT27-BOS-RPT
Applicant (9/21 / 10)
Proffered Condition l.C was amended.
Planning Commission Meeting (9/21/10):
The applicant did not accept the recommendation.
There was opposition present expressing concerns relative to the sign's location on Hull
Street Road being contrary to the Policy.
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. Mr.
Gulley noted the proposal also conflicted with revitalization efforts within aging
commercial areas along the Hull Street Road Corridor.
On motion of Mr.Gulley, seconded by Mr. Bass, the Commission recommended denial.
AYES: Messrs. Brown, Bass and Gulley.
NAYS: Messrs. Hassen and Waller.
The Board of Supervisors, on Wednesday, October 27, 2010, beginning at 6:30 p.m., will take
under consideration this request.
5 11SN0109-OCT27-BOS-RPT
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