City Council Considers Kwik Trip's Request for 100-Foot Sign Variance Near I-20

A significant discussion unfolded at the Midland City Council meeting on August 26, 2025, regarding a controversial appeal for a taller pole sign by Kwik Trip. The company is seeking to overturn a denial of their sign permit, which would allow for a 100-foot tall sign—double the current city limit of 50 feet.

The appeal has sparked concerns among council members about setting a precedent for future sign requests. The city code permits a maximum height of 50 feet for signs, particularly for businesses with frontage on major highways like I-20. Kwik Trip argues that their location, just off I-20, necessitates a taller sign to attract customers traveling on the highway. They propose a sign face of 624 square feet, significantly larger than the current limit of 180 square feet.

City staff recommended a compromise, suggesting a maximum height of 50 feet and a sign face of 300 square feet, which aligns with existing regulations for businesses near I-20. This recommendation aims to balance the need for visibility with adherence to city codes.

Council members expressed apprehension about the implications of granting such a variance. Concerns were raised about potential "arms races" among businesses vying for visibility, which could lead to a proliferation of oversized signs throughout the area. The discussion highlighted the importance of maintaining consistent standards to avoid opening the floodgates for similar requests in the future.

Kwik Trip's representative, Craig Honeywell, emphasized the need for the taller sign to ensure safe visibility for drivers, citing their research on sightlines from the highway. However, council members remained cautious, weighing the benefits against the potential for future complications in sign regulations.

As the council deliberates, the outcome of this appeal could have lasting effects on signage regulations in Midland, shaping the visual landscape of the city and influencing how businesses market themselves in the competitive environment near I-20.