Steelman Exchange seeks signage variance to enhance visibility for JP Morgan office in Minneapolis

A significant zoning decision unfolded at the Minneapolis City Council's Business, Housing & Zoning Committee meeting on March 4, 2025, as the council denied a variance request for a sign on the Steelman Exchange building. The proposed sign, intended to enhance visibility for the newly opened JP Morgan office, was deemed inappropriate due to zoning regulations that restrict signage on non-primary building walls.

The Steelman Exchange, located at 241 Fifth Avenue North, is part of a two-building complex that includes the 411 Washington Avenue North Building. While the property has frontage on Washington Avenue, the specific wall where the sign was proposed does not qualify as a primary building wall because it is obstructed by another property. This distinction is crucial under the city's zoning code, which defines primary walls as those facing streets or public pathways.

During the meeting, city planners emphasized that allowing the sign could disrupt the character of the surrounding area, which is primarily residential and part of the Saint Anthony Falls Historic District. The committee upheld the planning commission's recommendation, citing concerns that the sign's visibility could negatively impact the enjoyment of nearby properties.

JP Morgan representatives, including Clara Petasano, argued for the sign's necessity, highlighting the importance of brand awareness and navigation for clients, particularly older individuals. They expressed enthusiasm about their new location and its potential to attract business to the North Loop neighborhood.

Despite the compelling arguments from JP Morgan, the committee's decision reflects a commitment to maintaining the integrity of the historic district and adhering to zoning regulations. The outcome underscores the ongoing balancing act between business interests and community character in Minneapolis.