15SN0602
CASE NUMBER: 15SN0602
APPLICANTS: Priority Auto –c/o Ellmer Properties and Pete Borches
CHESTERFIELD COUNTY, VIRGINIA
BERMUDA
Magisterial District:
STAFF’SANALYSIS
2107 Ruffin Mill Road
AND
RECOMMENDATION
Board of Supervisors (BOS)
Public Hearing Date:
SEPTEMBER 16, 2015
BOS Time Remaining:
365 DAYS
Applicants’ Agent:
BRENNEN KEENE
(804-775-1005)
Applicants’ Contacts:
DENNIS ELLMER (757-366-5000)
PETE BORCHES (434-220-8813)
Planning Department Case Manager:
RYAN RAMSEY (804-768-7592)
APPLICANTS’ REQUEST
Conditional use to permit two (2) electronic message center signs plus conditional use planned
development to permit exceptions to signage requirements.
Two (2) freestanding project identification signs are proposed for two (2) separate motor vehicle
dealershipdevelopments. Each sign would exceedthe permitted area and height requirements of
the Ordinance and incorporate an electronic message center component on each sign.
Notes:
A.Conditions may be imposed or the property owner may proffer conditions.
B.Proffered conditions, Textual Statement, elevations and zoning history mapare located in Attachments 1-
5.
RECOMMENDATION
RECOMMEND APPROVAL
PLANNING
COMMISSION Signage will increase visibility for motor vehicle dealerships not
(8/18/2015)
directly fronting the entrances to these projects
Providing a FIRST CHOICE community through excellence in public service
RECOMMENDATION (CONTINUED)
RECOMMEND DENIAL
Sign standards provide sufficient freestanding signage to
identify commercial projects
STAFF
A practical alternative exists
May encourage other businesses to seek similar exceptions
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SUMMARY OF IDENTIFIED ISSUES
DepartmentIssue
Each freestanding project identification sign will exceed
permitted area and height requirements
PLANNING
Applicant could construct signs to meet Ordinance
requirements for area and height as a practical alternative
May lead to the proliferation of oversized signs
FIRE-
CDOT-
VDOT-
UTILITIES-
ENVIRONMENTAL
-
ENGINEERING
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Map 2: Comprehensive Plan
Classification: INDUSTRIAL
The designation suggests the property is appropriate for moderate to intense manufacturing uses
that are generally dependent upon theprocessing ofraw materials, and uses normally have
associated outside storage areas. Typical uses could include paint, tobacco products, paper, rubber,
plastic and cement manufacturing; truckterminals; and boat repair
.
Map 3: Surrounding Land Uses & Development
Ruffin Mill Road
Industrial Uses
Industrial,
Office/Warehouse &
Commercial Uses
Woods Edge Road
CMA Properties
Ellmer Properties
I-95
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PLANNING
Staff Contact: Ryan Ramsey (804-768-7592) ramseyrp@chesterfield.gov
ZONING HISTORY
Case NumberBOS Action Request
Dealership Area (Square Feet) Height (Feet)
05SN0323Approved Conditional Use Planned Developmentfor signage
(9/21/2005)
Honda10030
06SN0276Approved Conditional Use Planned Developmentfor signage
(6/28/2006)
Toyota16348
08SN0121ApprovedConditional Use Planned Development for signage
(10/24/2007)
Hyundai14430
10SN0271Approved Conditional Use Planned Development for signage
(9/21/2005)
Nissan 11350
12SN0118Approved Conditional Use Planned Development for signage
(10/26/2011)
Volkswagen5030
12SN0201Approved Conditional Use Planned Development for signage
(6/27/2012)
Kia – Sign 1 10030
Kia – Sign 2 5020
The location of these signsis depicted in Attachment 5.
PROPOSAL
Two (2) freestanding project identification signs are proposed for each motor vehicle dealership
development, each with its own electronic message center (EMC) component.
PROJECT IDENTIFICATION SIGNS
Each motor vehicle dealership development contains three (3) motor vehicle dealerships that
are separately managed by individual property owners. Therefore, each motor vehicle
dealership development can be classified as an individual project that is permitted one (1)
project identification sign.
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The following table outlines the applicants’ request in comparison to Ordinance requirements:
Signage Request & Ordinance Requirements
2
Requirements Ellmer PropertiesCMA Properties Ordinance
(Nissan, Toyota, (Honda, Hyundai, Kia)
Volkswagen)
1
Number of Signs111
3
Area 10010062.5
Height 202015
1 Permitted number of signs per motor vehicle dealership development.
2 Based upon a nonresidential community (motor vehicle dealership development)with less than 300,000
square of gross floor area.
3 Figure is based upon the permitted sign area (50 square feet) plus permitted changeable copy bonus (12.5
square feet)
The proposed signs will significantly exceed the permitted area and height requirements for a
freestanding project identification sign. The applicants request may also set a precedent for other
businesses to pursue a similar request.
ELECTRONIC MESSAGE CENTER SIGN (EMC) COMPONENT
The applicants also propose incorporating an EMC componentinto each of the freestanding
project identification signs. The following chart provides an overview of the proffered conditions
offered by the applicant to mitigate the impact of the EMC component on area properties,
limitations on the EMC sign component, as well as the location of the nearest EMC signs:
GeneralOverviewfor EMC Component
Requirements Details
TextualStatementoutlines area and height exceptions
Master Plan
Proffered Condition1
Signs generally constructedas shown in Exhibits A & B
Sign Design
Proffered Condition 2, Attachments 3 & 4
Maximum of three (3) lines
Copy Lines
Proffered Condition3
30 Second Minimum
Frequency of Message Change
Proffered Condition3
Prohibited
Sequential Messaging
Proffered Condition3
Prohibited
Flashing or Travelling Messages
Proffered Condition3
Prohibited
Bijou Lighting or Animation
Proffered Condition3
Architecturally designed sign that is compatible and
Sign Design
complimentary to the building it serves
Proffered Condition3
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GeneralOverviewfor EMC Component (Continued)
Requirements Details
Not exceed 0.3 foot candles above ambient light as
measured at a distance of one hundred (100) feet
Brightness
Require a photocell to adjust sign brightness, based
on ambient light conditions
Proffered Condition3
Nearest Existing EMC Signs Calvary Baptist(9,350 feet to the southwest, Route 1)
As proposed, EMC signs will be approximately 400
Distance Between Proposed EMC feet from each other
Signs
Competing businesses may have spacing less than
1,000 feet from each other’s EMC Sign.
As proffered, the applicant’s request complieswith the Electronic Message Center (EMC) Policy.
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PUBLIC FACILITIES
FIRE SERVICE
Staff Contact: Greg Smith (804-706-2012)smithgd@chesterfield.gov
Nearby Fire and Emergency Medical Service (EMS)Facilities
Fire Station The Dutch GapFire Station, Company Number 14
EMS Facility Bensley-Bermuda Volunteer Rescue Squad
The request will have a minimal impact on Fire and EMS services.
COUNTY DEPARTMENT OF TRANSPORTATION
Staff Contact: Jim Banks (804-748-1037) banksj@chesterfield.gov
County Department of Transportationhas no comment on this request.
VIRGINIA DEPARTMENT OF TRANSPORTATION
Staff Contact: Brian Lokker (804-674-2384) brian.lokker@vdot.virginia.gov
VDOT Land Use Regulations
Traffic Impact Analysis (24VAC30-155) -
Access Management (24VAC30-73) -
Subdivision Street Acceptance (24VAC30-91/92)-
Land Use Permit (24VAC30-151)Advertising signage is not permitted to be
placed within the limits of state
maintained rights-of-way. The sign
locations shall be placed at locations that
do not prohibit the sight lines of exiting
vehicles at access points and/or
intersections. VDOT can evaluate the sign
locations prior to placement by contacting
Land Use at 804-674-2531.
Summary-
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WATER AND WASTEWATER SYSTEMS
Staff Contact: Jamie Bland (804-751-4439) blandj@chesterfield.gov
The proposal’s impacts on the County’s utility system are detailed in the chart below:
Water and Wastewater Systems
Currently Sizeof Existing LineConnection Required by County Code?
Serviced?
WaterYes 8”Yes
WastewaterYes 8”Yes
Additional Information:
The existing commercial structures are connected to the public water and wastewater systems.
Freestanding signs shall be located outside of recorded utility easements. The request will not
impact the public water and wastewater systems.
ENVIRONMENTAL
Drainage, Erosion and Water Quality
Staff Contact: Doug Pritchard (804-748-1028)pritchardd@chesterfield.gov
Environmental Engineering has no comment on this request.
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CASE HISTORY
Applicants Submittals
10/3/14Application submitted
1/28/15Revised proffers, Textual Statement and elevation drawings were submitted
7/20/15Revised proffers, Textual Statement and elevation drawings were submitted
8/14/15Revised proffers, Textual Statement and elevation drawings were submitted
Planning Commission Meeting
8/18/15 Citizen Comments
No citizens spoke to this case.
Commission Discussion
The Commission noted their support for this case:
Visibility is limited for the motor vehicle dealerships at the entrance to
each of these projects along Ruffin Mill Road
Signage area and height have been reduced since initial application filing
Proposed project identification signage will help customers to find the
appropriate project entrance for each motor vehicle dealership
development
Recommendation – APPROVAL AND ACCEPTANCE OF THE
PROFFERED CONDITIONS IN ATTACHMENT 1
Motion:PattonSecond: Wallin
AYES: Gulley, Waller, Brown, Pattonand Wallin
The Board of Supervisors on Wednesday, September 16, 2015, beginning at 6:30 p.m., will
consider this request.
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ATTACHMENT 1
PROFFERED CONDITIONS
Note:
“CPC” –Recommended by the Planning Commission only
The Owners (the “Owners”) in this zoning case, pursuant to §15.2-2298 of the Code of Virginia
(1950 as amended) and the Zoning Ordinance of Chesterfield County, for themselves and their
successors or assigns, proffer that the development of the Property known as Chesterfield
County Tax Identification Numbers 804-637-7907, 805-637-0272, 805-637-3003, 805-636-0948,
804-637-4161, 804-637-5690, 804-638-3807, 804-638-7102, 804-638-9415, and 804-638-9918
(the “Property”) under consideration will be developed according to the following conditions if,
and only if, the rezoning request for a Conditional Use (“CUP”) and Conditional Use Planned
Development (“CUPD”) is granted. In the event the request is denied or approved with
conditions not agreed to by the Owners, the proffers shall immediately be null and void and of
no further force or effect.
(CPC)1.Master Plan. The Textual Statement dated September 29, 2014, last revised
August 13, 2015, shall be considered the Master Plan. (P)
(CPC)2.Sign Design. The project signs shall be constructed generally as shown on Exhibit
A and Exhibit B. (P)
(CPC)3.Electronic Sign. In addition to Ordinance requirements, 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 programed 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.Bijou 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 project it serves.
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 100
feet. The computer-controlled, variable message, electronic sign shall
have a photocell that automatically adjusts the brightness according to
ambient light conditions. (P)
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ATTACHMENT 2
TEXTUAL STATEMENT
September 29, 2014
Revised January 8, 2015
Revised July 20, 2015
Last Revised August 13, 2015
The Owners request a Conditional Use for an Electronic Message sign and a Conditional Use
Planned Development ("CUPD") to permit zoning ordinance exceptions, as described below, for
the C-5 General Business District zoned properties known as Chesterfield County Tax
Identification Numbers 804-637-7907, 805-637-0272, 805-637-3003, 805-636-0948, 804-637-
4161, 804-637-5690, 804-638-3807, 804-638-7102, 804-638-9415, and 804-638-9918.
EXCEPTION:
An exception of 50 square feet to the 50 square foot limit for project sign area and an
exception of 5 feet to the 15 foot limit for sign height for each freestanding project
sign (Exhibits A and B) as set forth in Sec. 19-649 of the County Zoning Ordinance.
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ATTACHMENT 3
EXHIBIT A
ATTACHMENT 4
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EXHIBIT B
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ATTACHMENT 5
PROPOSED SIGN LOCATIONS &
SIGN EXCEPTION HISTORY
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