Planning commission approves digital display on Shell sign at 175 West Lincoln Highway

DeKalb City Planning and Zoning Commission on March 17 approved a variance allowing a 15-square-foot electronic changeable-copy (digital) display to be added to the bottom of an existing legal nonconforming ground sign at the Shell Express Lane gas station, 175 West Lincoln Highway.

The commission approved the variance after a staff report and a brief presentation from the applicant. Kathy Pew, representative of the Pew Family Limited Partnership, said the digital display would “be good for business” and help communicate services and community partnerships, noting the station has been open six months and wants to clarify what it provides.

City staff presented the Planning Department analysis, saying the existing Shell sign is 22 feet high and 66 square feet and was built under older code. Staff said the proposed digital component would occupy roughly 18 percent of the total sign area and would not increase the sign’s height; current rules for single-user ground signs in the Unified Development Ordinance limit height to 10 feet and area to 50 square feet. Staff recommended approval and noted the applicant must comply with UDO restrictions on message duration for digital displays. No members of the public spoke on the item.

Commissioner O'Flaherty moved to approve the variance “based on the submitted petition, testimony presented, and findings of fact.” Commissioner Wright seconded. The clerk called the roll and recorded at least two affirmative votes; the motion carried.

The approval allows the 15-square-foot electronic display to be installed on the existing sign as shown in the application exhibit; the project must follow the city’s UDO requirements for digital signage.