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2. Staff recommends the approval of the sign variance request for business right-of-way • <br /> frontage on the north side of the proposed building to accommodate the need for <br /> increased visibility for traffic going south bound on Silver Lake Road and traffic in <br /> the retail center. <br /> The conditions upon which this variance request is based are unique to this area <br /> because Apache Plaza is being redeveloped into a retail center that has independent <br /> retail businesses being planned along Silver Lake Road and are not part of the main <br /> retail center. The applicant desires to take advantage of the potential for increased <br /> traffic attracted to the Apache Plaza by utilizing a wrap around wall sign concept to <br /> provide increased visibility to potential customers. The applicant will not require <br /> more sign surface area than what is allowable by the City's wall sign ordinance. <br /> 9fr14.RPT <br /> • <br />