The Concord Zoning Board of Adjustment granted Walmart a variance to install 10 building signs at 344 Loudoun Road in the Gateway Performance District; the zoning code permits three building signs per building.

Dylan Beato of MMA Architects told the board the additional signs are primarily for wayfinding across a large building: branded Walmart signage, vestibule identifiers ("Home & Fashion," "Grocery"), pickup signage near the canopy, and secondary tenant identification for in-store tenants such as the pharmacy and vision center. Beato said the total proposed signage fits within the ordinance’s square-foot size limits even though the number of individual signs exceeds the standard.

Board members and staff noted that building-sign permits in the Performance District still require review by the Architectural Design Review Committee and the planning board for illumination, color and material details. Board members said the extra signs improve customer wayfinding and parking-lot circulation, which in turn can reduce traffic conflicts in the parking area.

A motion to grant the variance from section 28-6-9 (permitted building signs) carried unanimously. The board’s approval adopted the applicant’s findings and deferred design, lighting and final details to the ADRC and planning process.