Delray SPRAB approves reduced change to Marketplace of Delray master sign program, denies curbside pickup sign

The Delray Beach Site Plan Review and Appearance Board on July 23 approved most but not all changes requested to the Marketplace of Delray Master Sign Program (file PZ62025), permitting a spirit-shop sign at BJ's and other adjustments while rejecting a separate curbside-pickup sign as submitted.

Board action came after a staff presentation and applicant remarks describing four requested modifications to the master sign program for the shopping center at the northwest corner of Military Trail and Atlantic Avenue. Senior planner Susie Rodriguez said the property contains about 240,000 square feet of retail and eight outparcels and that the applicant sought four separate approvals: two additional tenant signs for the corner anchor, a color change to under-canopy signage, an increase in tenant panels on a freestanding sign from seven to nine, and the addition of plaza-name panels to three freestanding signs.

The board’s decision reflected a split of concerns over scale and visibility. Several board members said the spirit shop — a separate, smaller tenant inside the BJ's anchor that will have its own entrance — was appropriate. Board member Wenske Villanue said, “I don't see the need for a curbside pickup signage,” and several members agreed the curbside sign as proposed appeared oversized and visually dominant compared with other tenant identification.

Applicant representative Jack Gervais of ArtSign Company and Randy Cohen, site development manager for BJ's, explained that BJ's had two large logo signs already approved and in production and was asking to add two smaller informational signs (one for a spirit shop and one for curbside pickup). The applicant also asked to modify approximately 21 under-canopy tenant signs for simplified design and to adjust three existing pylon (freestanding) monument signs so the tenant names were consistent; on one monument they sought to add up to nine tenant panels (the structure has space for the extra panels without increasing the sign footprint).

After discussion the board moved to approve the applicant’s requests with modifications. The board approved an amended motion specifically allowing one additional sign for BJ's — the spirit sign — while excluding approval of the curbside pickup sign as presented. The board also approved the color change to the under-canopy signs, authorized the increase in tenant panels from seven to nine at the westmost freestanding sign on Atlantic Avenue (no structural increase to the sign was approved), and allowed the plaza-name wording at the top of all three freestanding signs.

Votes recorded on the motions were: approval as amended to permit the spirit-shop sign (passed, roll call: Robert Lewis, Wenske Villanue, Christina Morrison, Jose Alvarez, Annette Gray — all voting yes; Linda Perdue and Cynthia Lloyd absent); approval of the under-canopy color change (passed 3–2 with two members voting no); approval to increase tenant panels from seven to nine at the west entrance (passed unanimously among present members); and approval to add the plaza name to the three freestanding signs (passed unanimously among present members).

Staff reminded the applicant that the board’s amendment required the applicant’s concurrence, and staff also cautioned that any later resubmission of a revised curbside sign would be a new application subject to full board review. Applicant site manager Randy Cohen confirmed the team could accept the amended approval to move forward with the spirit-shop signage and return separately if they sought a smaller curbside sign later.

The board framed its actions against the master sign program criteria: compatibility with building features, visual harmony, aesthetics and the land development regulations. Senior planner Susie Rodriguez noted SPRAB has final authority on master sign program amendments and that the LDRs require decisions to be based on the code and comprehensive plan standards rather than on public support or opposition.

The approvals will allow BJ's to proceed with the spirit-shop sign and with the agreed sign-panel and plaza-name adjustments; the curbside pickup sign was not approved and would require a new or revised application if the applicant wishes to pursue it.

Less urgent details: staff corrected a stated lot size during the hearing (staff said the site is about 24 acres, not 109 acres), and the approved changes do not alter the physical structure or overall square footage of the freestanding monument signs.