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Zoning board approves larger Kroger wall sign tied to rebranding; board weighs scale and visibility
Summary
The Zoning Board of Appeals approved a variance allowing Kroger to install a larger wall sign at 1094 Main Street as part of a multi-sign rebranding package. The 9'10" by 16' panel (157.3 sq. ft.) was approved in a 5-2 vote; planning staff noted prior variances and said procedural notices were met.
The Zoning Board of Appeals approved a variance request tied to Kroger's store rebranding at 1094 Main Street, allowing a larger wall-mounted panel for store services including pickup and pharmacy.
Zoning Resources' representative Kyle Inbody told the board the requested back-panel sign measures roughly 9 feet 10 inches by 16 feet (157.3 square feet), which exceeds the zoning-code maximum of 112 square feet by about 45.3 square feet and increases the property's total aggregate sign area. Heather Sailor, the City Planning Director, said Kroger already holds multiple past variances dating back through earlier decades and that previous approvals and administrative sign changes were included in the packet provided to the board. Planning staff reported no written objections from adjoining property owners.
Inbody said the request is part of a storewide rebranding and the addition of pickup facilities, and that "this is about a 7% increase on what is already allowed at the property," noting the building hosts multiple in-store services that the sign package intends to identify. The applicant said if the variance is granted, other sign-face changes could be approved administratively under the resulting aggregate limit.
Board members discussed scale, readability and whether the change would alter the character of the commercial area. Several members said the property is a large commercial site with multiple businesses inside one building and that, in their judgment, the increase would not change the neighborhood's character. One member emphasized that larger signage can aid older residents and customers in finding services; another said the rebranding and rise of pickup services since the pandemic make the request reasonable.
Motion and vote: The motion to approve was moved by Jay Sockman and seconded by Judy Annis. Roll-call votes were recorded as follows: David Flager — no; Jay Sockman — yes; Jeff Crawford — no; Tim Emmert — yes; Judy Annis — yes; Hobie Johnson — yes; Rod Noble — yes. The motion passed 5-2. Planning staff instructed the applicant to coordinate permits with the planning department; the applicant arranged to leave the permit check with Planning Director Heather Sailor to streamline processing.
The board noted prior variances for the site, a May 2024 variance that had allowed a previously larger panel, and that the current application would alter the overall sign-package aggregate but simplify approvals for the rebranding program.
