The Wildwood Architectural Review Board on Oct. 12 reviewed a sign proposal for Salthouse Smiles Pediatric Dentistry at 16560 Manchester Road and, with no objections, asked staff to forward a memorandum and recommendation to the Board of Adjustment for the variance required under the zoning code.

Planning staff explained that when a sign requires a variance, the Board of Adjustment considers the waiver but the ARB provides design input to inform that decision. Staff noted the site’s history: the shopping center was zoned under St. Louis County before incorporation, and some internally illuminated signage exists on the property under prior approvals. Staff also reminded the board that the Planning & Zoning Commission recently recommended an update to the city’s sign regulations; that change was acted on Oct. 6 and will proceed through council readings in November and December.

A representative for Salthouse Smiles presented the proposed sign and explained the measurement method used to size it. The applicant said the proposed module sign would be 32 inches by 162 inches, totaling approximately 36 square feet, calculated from the storefront width, and asked to use a module that reads “pediatric dentistry” rather than individual channel letters to maintain consistent branding across locations. The applicant said Dale Signs and designer Chris Smith recommended internally illuminated channel letters for legibility and consistency; the applicant also cited cost as a factor, saying individually channel‑lit letters would roughly double the sign cost.

Planning staff noted constraints on signage: signs in glazed storefront windows cannot be flashing or animated and must meet lighting parameters; staff referred to a recent instance where a tenant’s internal LED signage caused brightness complaints from nearby homes. Board members had no substantive concerns about the proposed module sign. One board member said, “I don't have any concerns with the sign.” The board directed staff to prepare and forward a memorandum to the Board of Adjustment conveying the board’s input.

Staff added procedural context: the Planning & Zoning Commission’s recommended sign regulation change will be introduced to council in November, with second reading in December, meaning the current code remains in effect for pending Board of Adjustment requests. The ARB’s favorable input will be included in the Board of Adjustment packet for the variance hearing.