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Ewald Consulting Group, Inc. • 26 EAST EXCHANGE STREET-SAINT PAUL.MINNESOTA 55101 •(612)290-2326•FAX(612)290-2266 November 1, 1993 Tom Burt, City Manager City of St. Anthony 3301 Silver Lake Rd. St. Anthony, MN 55418-1699 Dear Mr. Burt: The following are responses to questions on behalf of the Goodyear Auto Service Center application for a sign variance: 1. The granting of the variance will not be detrimental to the public welfare or injurious to other property in the neighborhood or village. The proposed new sign is merely of increased size and also has been updated to reflect the current Goodyear graphic image. 2. We believe a hardship to Goodyear would result if the strict letter of the regulations are adhered to. We make this argument on several grounds: a. The Goodyear Service Center is in competition with one or more companies within one-half mile of it. In particular, the Valvoline Rapid Oil Change which is located on a street corner approximately two blocks south of the Goodyear Center has a much more advantageous position on its property, allowing much higher visibility and recognition by customers. In contrast, the Goodyear Center is set far back on the property and traffic flow is such that cars are likely to be traveling in excess of 40 mph when passing the store and would thus not readily recognize it without effective free standing signage near the road way. b. The visual impact of the wall signage on the'Goodyear Service Center is certainly less than that of its competitors in the area and justifies enhanced free standing signage. In contrast to the Rapid Oil Change location, where motorists are slowed or stopped by traffic lights, allowing them to make the decision to turn into the facility, northbound motorists that do notice the Goodyear Service Center must drive nearly one block the center and then make either a (probably illegal) u-turn or drive west on the cross street until they are able to turn around legally in.order to return to the Goodyear store. c. Denial of the proposed signage would connote lesser stature as compared to other nationally recognized companies. The proposed signage is smaller . than that of the Hardee's Restaurant which is immediately south of the Goodyear Service Center. The Hardee's sign measures approximately 4 feet 4 inches by 9 feet, making it approximately 20% larger than the proposed signage. In.addition, the sign will still be dwarfed by the Apache Plaza signage and other in the area. Failure to grant the proposed signage would GOVERNMENT RELATIONS,ASSOCIATION MANAGEMENT,AND MANAGEMENT SERVICES SINCE 1982