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Peabody council approves digital message sign for Newbury Street adult business, 10-0
Summary
The Peabody City Council granted a special permit for a 10-by-16 electronic message center at 151 Newbury Street (the Golden Banana), after a public hearing where the applicant and councilors discussed message limits, dimming and public-safety access. The permit passed by roll call vote, 10-0.
The Peabody City Council on March 13 approved a special permit allowing NH Signs to install a 10-by-16 single-sided electronic message center at 151 Newbury Street, the site of the Golden Banana adult entertainment business.
The permit, applied for by Fred Pinault of NH Signs, was described at a public hearing as a replacement of two lower signs with a single electronic reader board. Pinault said the message center would comply with city code, would not scroll or flash and would show static messages that switch on and off according to the ordinance’s timing requirements. “This message center will run and operate within all town codes…will not flash, will not scroll,” Pinault said.
Councilors pressed the petitioner on content and size. Rob DePizzer, an owner of the Golden Banana, said the sign’s messages would be limited to hours, promotions and notices such as “come in for free pizza,” and that the business would avoid risqué imagery. “We’re just letting people know that we’re there,” DePizzer said. Councilor Dimash, the ward councilor, said he had no objection after examining the site and noted the project reduces overall sign area by removing two lower signs.
Councilors sought and received several conditions: confirmation the electronic board will not scroll or flash, that it include an automatic dimming apparatus to limit nighttime brightness, and that the sign may be used for official city alerts when needed. Councilor Gamache read the zoning rules that apply and recommended applying the full text of the ordinance for clarity; the council cited sections 6.1, 11.0.4.0.8, 11.5.0.2(b)(3) and 15.7 of the Peabody zoning ordinance in the motion.
Councilor Gamache moved to approve the permit as filed; the motion passed on a roll-call vote recorded as 10-0. The council required compliance with the ordinance provisions that electronic message boards not exceed 30% of base sign area, not scroll or flash, alternate messages no faster than 15 seconds, limit advertising to services offered on site, and include automatic ambient dimming.
