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For the site in question, there appear to be a number of factors that are applicable to <br />this request. As noted by the applicant, visibility is constrained in the area by several <br />existing conditions. Although it is possible to place the sign to meet the setback, it <br />would have diminished effectiveness in a conforming location, and traffic conditions in <br />the area are already congested. Planning staff would agree that the reduced setback <br />for the proposed sign would enhance traffic safety by making the driveway location <br />clearer to traffic. Moreover, it would appear to do so without creating problems for <br />neighboring properties. <br />In the past, the City has applied its sign regulations rigorously, with few variances <br />granted. Only in a few cases have sign setback variances been approved. Two such <br />variances were approved along Rice Street for commercial enterprises where the street <br />right of way width had been expanded, reducing the potential signage locations. <br />In both of those cases, the reduced setback was approved with an understanding that <br />pushing the proposed sign back from the right of way would raise visibility issues, and <br />that maintaining a minimal setback by variance could be accomplished without <br />compromising visibility for traffic or other properties. While acknowledging that the Little <br />Canada Road width has not changed, this application would appear to be consistent <br />with those previous situations relating to visibility. <br />As a final comment, staff would note that the City's architectural guidelines require that <br />internally illuminated signs are designed to "reverse out" lighter sign lettering from a <br />darker background. The sign shown in the applicant's materials appears to show a <br />multi -tenant directory with a white background. That aspect of the sign should be <br />changed to meet the guidelines, regardless of final location. <br />Summary and Recommendation <br />Planning staff believes that the proposed sign variance is consistent with the <br />requirements for variance, in that maintaining the required setback would complicate <br />visibility and traffic safety in a busy environment, and that there are unique factors on <br />this site that create practical difficulties in what is a reasonable use of the property. <br />With the note that regardless of location, the sign must be designed to meet the <br />architectural guidelines relating to message display, planning staff recommends <br />approval of the variance for sign location as proposed. <br />pc: Kathy Glanzer <br />Steve Westerhaus <br />Lee Elfering <br />