Alexandria architectural board approves sign at 10 Duke Street, directs staff review on placement

The Board of Architectural Review approved a request to install a non-illuminated sign at 10 Duke Street in Alexandria’s Old & Historic District but required the applicant to work with city staff on the sign’s exact placement.

The board approved the application for No Landini, represented by Patience Schaeffer of Art Display Co., following public comment from nearby residents who called the proposed sign oversized and intrusive. The vote was taken by voice and passed with the motion to require further placement coordination with city staff.

Neighbors said the proposed blade-style sign, mounted near the building corner, would be much larger than other signs in Old Town and would negatively affect nearby townhouse residents. Donna DeGroff, who identified her address as 12 Pioneer Mill Way at Robinson Landing, said the size and the property’s existing marquee reading “open” would “impact the quality of our life” and noted the presence of outdoor speakers and late events at the venue. Resident Norman Leader, of 14 Duke Street, said the application text calls the sign east-facing but the brackets show a sign projecting toward the northeast, and he argued the sign appeared to be "five times" the 7-square-foot guideline cited in staff materials.

Patience Schaeffer, representing No Landini, told the board the sign “will not be illuminated. It is not wired,” and said the proposed square footage conforms to an updated city sign code adopted the prior Saturday. Schaeffer said the sign’s corner placement was intended to provide visibility to a large event space with entrances visible from multiple angles.

Board members split on emphasis between size and placement. Board member Leif Lyons said he did not find the sign distracting and could support it. Board member Teresa Del Nino said the sign “would be better suited inset south a bit instead of on the corner,” and asked for study of visibility from the Strand. Board member Michael Spencer said his main concern was placement: he preferred the sign affixed to a solid wall rather than projecting as a blade. Several members noted that noise, music and commercial uses are outside the BAR’s jurisdiction and, if raised as complaints, should be taken to the city’s zoning office.

Board member Robert Scott moved to approve the docket item with the added condition that the applicant work with city staff to determine the most appropriate placement — whether as a blade sign or affixed to the east-facing wall and whether it should protrude from the corner or be set further south. The motion passed on a voice vote.

The board’s action applies only to the sign design and placement before it; members emphasized that enforcement or review of operational issues such as outdoor music, hours of operation or temporary illuminated window signs (the marquee) would be handled by other city offices.

The applicant and staff will return the final placement details to staff for administrative review as specified in the board’s motion.