Leesburg BAR reviews Hyundai dealership sign proposal under strict zoning guidelines

The Leesburg Board of Architectural Review (BAR) convened on May 21, 2025, to discuss the proposed signage for a new Hyundai dealership, which is set to replace existing structures following a rezoning approval in 2023. The meeting highlighted the challenges of balancing the dealership's branding needs with the town's strict signage guidelines aimed at preserving the historic character of the Gateway District.

The applicant presented a comprehensive signage plan that includes multiple signs: two dealer signs, a service sign, a monument sign, and a directional sign. However, BAR staff expressed concerns that the proposed number and size of the signs could lead to visual clutter, which is not in line with the town's guidelines. Staff recommended that the applicant consult with the zoning division to clarify what signage is permissible under current regulations.

Key issues discussed included the size and design of the signs. Staff noted that while some signs met the zoning criteria, others, particularly the service and directional signs, exceeded the allowed dimensions. The BAR emphasized that they cannot approve more signs than the zoning ordinance permits, which limits their ability to accommodate the dealership's requests.

Lighting was another significant topic, with staff advising that all signs should use a warmer color temperature to align with the historic context of Leesburg. The proposed halo illumination with a cool blue light was deemed inappropriate, and staff recommended a maximum temperature of 3,500 Kelvins.

The meeting concluded with a recommendation to defer the decision to a future work session, allowing the applicant time to revise their proposal based on feedback and further discussions with the zoning division. This approach aims to ensure that the final signage plan aligns with both the dealership's branding requirements and the community's aesthetic standards.

As the town navigates these discussions, residents can expect ongoing efforts to balance development with the preservation of Leesburg's historic character, ensuring that new constructions enhance rather than detract from the community's visual landscape.