Historic Lincoln Road signage district: board presses CVS to return with a more site‑specific, artistic sign package

The Historic Preservation Board voted to continue without decision a proposal by CVS to replace and modernize multiple exterior signs at its Lincoln Road store (306 Lincoln Road). Staff had recommended approval of a reconfigured sign package using LED contour tubing that mimics neon, but several board members argued CVS should develop a more distinctive, site‑specific proposal that reflects Lincoln Road’s historic “exuberant signage” character.

The store’s proposed package would reduce the total square footage of illuminated channel lettering compared with the existing signage and substitute LED “neon‑look” tubing for exposed neon, a standard modern approach to improve durability and reduce outages. Project lead Jennifer Ronenberger said the applicant had already reduced sign area in several locations — for example, the main identity sign would shrink from 208 square feet to 33 square feet — and said the LED tubes better meet durability and maintenance goals. “The proposed signage will have the same iconic appearance in keeping with the quintessential design setting of Lincoln Road,” she told the board.

Multiple board members pushed back. “The whole beauty of this district was the size and artistry of its signs,” said board member Jack (surname on record) in a forceful comment. Board members asked CVS to explore animated or otherwise more creative treatments for at least one icon (staff had suggested a small animated element such as a pulsing heart), to consult local designers or artists and to return with options that go beyond a generic corporate façade package.

Staff noted that Lincoln Road has a special signage district with an historical tradition of large and playful illuminated commercial signs; that district can allow larger and more creative sign treatments, but the HPB’s role is to ensure compatibility with the district’s character. Because the CVS location has had prominent signage for two decades, staff said the proposed technology change (from neon to LED tubes) was acceptable but recommended the applicant consider a small animated element to capture the street’s tradition of movement and light.

The board voted to continue the application to July to permit CVS to present a revised package that addresses board concerns about distinctiveness and animation. The applicant said it would study additional animation and consult signage manufacturers and return with options; staff and board members recommended CVS consider working with local artists or graphic designers to craft a more “Lincoln Road‑specific” expression rather than a standard corporate identity treatment.

The continuation leaves the existing signs in place for now; the applicant and staff agreed on July as the next target for a revised submission.