12SN0105CASE MANAGER: Jane Peterson
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December 14, 2011 BS
ADDENDUM
12SN0105
Holiday Signs c/o
Allen M. Twedt
Midlothian Magisterial District
11665 Midlothian Turnpike
REQUEST: Conditional use planned development approval to permit acomputer-controlled,
variable message, electronic sign and exceptions to Ordinance requirements in a
General Business (C-5) District.
PROPOSED LAND USE:
A computer-controlled, variable message, electronic sign (EMC), attached to a
freestanding sign structure for a cleaning establishment is proposed. Exceptions to
an Ordinance requirement that the changeable copy be integrated into or abut the
sign face are requested.
On December 14, 2011 the applicant amended this request. Specifically, the applicant has
withdrawn the requested exception to the Ordinance requirement that the changeable copy be
integrated into or abut the sign face. The applicant now intends to comply with this Ordinance
requirement. The Textual Statement has been revised to delete this exception, as attached. Proffered
Condition 2 has been amended to reflect the revised date of the Textual Statement.
Staff continues to recommend denial of this request for the following reasons:
A. The proposed EMC does not conform to the adopted Electronic Message Center
Policy for such signs relative to location within the Chesterfield Towne Center
Southport Special District.
B. The requested exceptions to the Policy could set a precedent for similar requests.
NOTE: SINCE THE REVISED PROFFER WAS SUBMITTED SUBSEQUENT TO THE
ADVERTISEMENT OF THE CASE, IT WOULD BE NECESSARY FOR THE BOARD TO
SUSPEND THEIR PROCEDURES TO CONSIDER THIS REVISED PROFFERED
CONDITION.
Providing a FIRST CHOICE community through excellence in public service
PROFFERED CONDITION
2. The Textual Statement dated December 14th, 2011 shall be considered the
master plan. (P)
12SN0105-DEC 14-BUS-ADD
Holid~ s~~Ns
Improve Your Buruuss {frith ~ Larngteng~e
Case 125N0105
Textual Statement
October 10, 201.1.
Revised
December 14th, 2011
The following exceptions to the Zoning Ordinance requirements shall apply:
1. A five (5) foot exception to the fiReen {l5} foot freestanding sign height
limitation.
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Allen M. Twedt
Holiday Signs, Inc.
11930 Old Stage Rawl • Chcrter, Virb~inia 2183b
Fhcme (604} 79b•9443 • FAX (804) 796-9aSa
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Imprpve Your Busuiess With Sigrx .Language
Case 12S1Y0105
Thereby amend Proffered Condition #2 as follows:
2. The Textual Statement, dated December 14th, 2011, shall be considered
the master plan.
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Allen , Twedt
Holiday Sims, Inc
1930 Q1d 5tagc Itoaci • C'hestrr, Virginia 2383b
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CASE MANAGER: Jane Peterson
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STAFF' S
REQUEST ANALYSIS
AND
RECOMMENDATION
12SN0105
Holiday Signs c/o
Allen M. Twedt
Midlothian Magisterial District
11665 Midlothian Turnpike
l~Tn~~oml,or 1 G x(11 1 (~U(~'
December 14, 2011 BS
RE VEST: Conditional use planned development approval to permit acomputer-controlled,
variable message, electronic sign and exceptions to Ordinance requirements in a
General Business (C-5) District.
PROPOSED LAND USE:
A computer-controlled, variable message, electronic sign (EMC), attached to a
freestanding sign structure for a cleaning establishment is proposed. Exceptions to
an Ordinance requirement that the changeable copy be integrated into or abut the
sign ace are requeste .
PLANNING COMMISSION RECOMMENDATION
RECOMMEND DENIAL.
STAFF RECOMMENDATION
Recommend denial for the following reasons:
A. The proposed EMC does not conform to the adopted Electronic Message Center
Policy for such signs relative to location within the Chesterfield Towne Center
Southport Special District.
B. The proposed separation of the changeable copy from the sign face fails to
moderate the visual impact of the changeable copy as intended by Ordinance
requirements.
C. The requested exceptions to the Policy and the Ordinance could set a precedent
for similar requests.
Providing a FIRST CHOICE community through excellence in public service
(NOTE: CONDITIONS MAY BE IMPOSED OR THE PROPERTY OWNER(S) MAY
PROFFER CONDITIONS.)
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The total area of the freestanding sign shall not exceed 62.5 square feet. The sign height
shall not exceed twenty (20) feet. (P)
PROFFERED CONDITIONS
1. In addition to Ordinance requirements, except as noted in the Textual Statement,
any computer-controlled, variable message, electronic sign shall conform to the
following standards:
a. Copy shall be limited to a maximum of three (3) lines and shall not move
but may fade;
b. The message or display shall be programmed to change no more than once
every thirty (30) seconds;
c. Sequential messaging shall be prohibited;
d. Flashing and traveling messages shall be prohibited;
e. Bij ou lighting and animation effects shall be prohibited;
f. The electronic message center shall be incorporated into an architecturally
designed sign structure that is compatible and complimentary to the
building it serves; and
g. Brightness shall be limited so as not to exceed 0.3 foot candles above
ambient light as measured using a foot candle meter at a distance of
seventy-seven (77) feet. (P)
2. The Textual Statement, dated October 10, 201 1, shall be considered the master plan. (P)
GENERAL INFORMATION
T ,ncati nn
The request property is located in the southeast corner of Midlothian Turnpike and Grove
Road and better known as 11665 Midlothian Turnpike. Tax ID 739-708-6141.
Existin.~g:
C-5
Size:
.5 acre
2 12SN0105-DEC14-BOS-RPT
Existing Land Use:
Commercial
Adjacent Zoning and Land Use:
North - C-3 and C-5; Commercial and vacant
South, East and West - C-5; Commercial
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Public Water and Wastewater Systems:
While installation of the proposed sign will not require use of the public water system, the
applicant is cautioned that the proposed sign must not be placed so as to conflict with the
existing public utility lines, or their easements, on this site.
ENVIRONMENTAL; FIRE; AND COUNTY DEPARTMENT OF TRANSPORTATION
This request will have no impact on these facilities.
PUBLIC FACILITIES
Vir ing is Department of Transportation (VDOT):
VDOT notes that a design for the electronic sign needs to be submitted to the VDOT
Richmond District, Central Region Permit 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. The
electronic message should not be a distraction to a driver along U.S. Route 60. Approval of
signage is not necessarily assured.
T,ANn TIFF.
Comprehensive Plan:
The subject property is located within the boundaries of the Powhite/Route 288
Development Area Plan, which suggests the property is appropriate for general
commercia use.
Draft Comprehensive Plan:
The Revised Draft Comprehensive Plan (as recommended by the Chesterfield County
Planning Commission on November 15, 2011) designates the subj ect property "Community
Corridor." This proposed land use designation encourages vertically and horizontally
integrated mix of residential, office, public, open space and commercial uses. It should be
3 12SN0105-DEC14-BOS-RPT
noted that the revised draft plan is pending review by the Board of Supervisors, has not been
approved, and does not provide land use guidance for the subject property at this time. The
recommendations ofthe revised draft plan are provided for informational purposes only.
Area Development Trends:
The area is characterized by commercial and office uses along the north and south lines of
the Midlothian Turnpike Corridor.
Sign Design:
The Ordinance permits one (1) freestanding sign along Midlothian Turnpike to identify the
existing business (dry cleaners) on the property. The existing freestanding sign measures
101 square feet in area and twenty-five (25) feet in height.
The applicant plans to replace this existing sign with a new sign to include an electronic
message board. The Electronic Message Center Policy indicates that electronic message
boards should not be incorporated into non-conforming signs unless such signs are brought
closer into conformance with Ordinance requirements relative to area and height. Further,
the Ordinance requires that, with the replacement of anon-conforming sign, the area and
height of the existing sign must be averaged with that of current standards for new signs.
New freestanding signs are currently limited to 62.5 square feet in area with the
incorporation of changeable copy and fifteen (15) feet in height. Averaging would yield a
maximum sign area of 81.75 square feet and a maximum sign height of twenty (20) feet.
The proposed sign, which contains an area of 62.5 square feet and a height of twenty (20)
feet, is in conformance with this Ordinance requirement and satisfies this aspect of the
Policy. (Condition)
The proposal would comply with the Policy relative to spacing, lines of copy, timing of
message changes with no sequential messaging, sign appearance, brightness and lack of
flashing and traveling messages, bij ou lighting and animation.
The proposal would not comply with the Policy relative to location within the Chesterfield
Towne Center Southport Special District, as discussed herein.
Special District:
With the adoption of the amended Electronic Message Center Policy in September 2011,
two (2) Special Districts are identified along Midlothian Turnpike as areas where EMCs are
prohibited. One such area is the Chesterfield Towne Center Southport Special District, the
boundaries of which are depicted on the attached map. The subject property is identified
within this geography.
4 12SN0105-DEC14-BOS-RPT
Location of Changeable Copy in Relation to Sing Face:
The Ordinance requires that changeable copy either abut or be integrated into the sign face,
unless incorporated into a monument structure. As proposed, the electronic message board
will neither abut nor be integrated into the sign face, necessitating an exception to this
Ordinance requirement (Proffered Condition 2 -Textual Statement). When provided within
the framework of the sign face, the visual impact of the changeable copy is reduced.
Separating this copy from the sign intensifies its impact. This is further evidenced by
Ordinance limitations on the percentage of changeable copy used in a sign face and the
inability to use changeable copy as an exclusive component in freestanding signage,
regardless of its size. As such, staff cannot support this exception.
CONCLUSION
The proposed computer-controlled variable message electronic sign does not conform to the
recently adopted Electronic Message Center Policy relative to location within Chesterfield Towne
Center Southport Special District. Further, the proposed exception to allow the detachment of the
electronic message board from the sign face fails to moderate its visual impact as intended
through Ordinance limitations. Approval of these exceptions to Policy and Ordinance could
encourage others to seek similar exceptions.
Given these considerations, denial of this request is recommended.
CASE HISTORY
Planning Commission Meeting (9/20/l l):
On their own motion and with the applicant's consent, the Commission deferred this case
to their November 15, 2011 public hearing. This deferral would permit time to determine
the outcome of the Board's consideration of the Electronic Message Center Policy
Amendments.
Staff (9/21 / 11)
The applicant was advised in writing that any significant, new or revised information should
be submitted no later than September 26, 2011 for consideration at the Commission's
November 15, 2011 public hearing.
Board of Supervisors' Meeting (9/21/1 1):
The Board of Supervisors approved amendments to the Electronic Message Center
Po icy.
5 12SN0105-DEC14-BOS-RPT
Applicant (10/ l l / l l)
Proffered conditions and Textual Statement were submitted.
Planning Commission Meeting (11/15/11):
The applicant did not accept the recommendation.
There was opposition present expressing concerns relative to the sign not complying with
Ordinance and EMC Policy standards.
The Commission agreed that deviations to the recently-adopted EMC Policy should be
determined through discussions at the Board of Supervisors' level.
On motion of Mr. Waller, seconded by Mr. Gulley, the Commission recommended
enla .
AYES : Messrs. Bass, Brown, Gulley, Hassen and Waller.
The Board of Supervisors, on Wednesday, December 14, 2011 beginning at 6:30 p.m., will take
under consideration this request.
6 12SN0105-DEC14-BOS-RPT
Case 12SN0105
Textual Statement
October 10, 2011
The following exceptions to the Zoning Ordinance requirements shall apply:
1. A five (5) foot exception to the fifteen (15) foot freestanding sign height
limitation.
2. Relief to the requirement that the changeable copy must abut or be integrated with
the sign face.
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