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Board of Adjustment approves larger wall sign for Mattress Dogs at Wildwood Town Center
Summary
The City of Wildwood Board of Adjustment approved a variance allowing a 50-square-foot wall sign with 60-inch lettering for a Mattress Dogs store at Wildwood Town Center, overruling the standard letter-height and size limits in the zoning code.
The City of Wildwood Board of Adjustment on Feb. 20 approved a variance allowing a 50-square-foot wall sign with 60-inch lettering for Mattress Dogs at 113 Plaza Drive in Wildwood Town Center.
The variance allows lettering heights of 60 inches in lieu of the 24 inches normally permitted and an overall sign area of 50 square feet in lieu of the 16.25 square feet calculated under current regulations. The board voted unanimously to approve the request after a presentation by planning staff and remarks from the petitioner.
Planner Robin Keith told the board that the department reviewed multiple design options and ARB comments and concluded that "the department, upon looking at the renderings, does feel that the original request is the most proportionate to the space." Keith said the Planning and Zoning Commission is considering an amendment to sign rules that would calculate allowable sign area as a percentage of the tenant façade (roughly 5%), and under that proposed approach the sign would be within the proportionate limit being discussed.
Richard Kastmeier, identified as an owner of the business, said the company has a 15-year lease at the location and emphasized the store's expected sales and community involvement, saying the business would "be averaging anywhere between $1,000,000 and $3,000,000 in sales per year." Kastmeier also said he preferred the applicant's larger color option but was open to alternatives the board might favor.
Keith summarized that the Architectural Review Board had asked the applicant to provide alternatives on size, color and location; the applicant supplied several options including smaller and white-background versions. The department noted that local sign regulations do not regulate color and therefore did not base its recommendation on color.
After discussion, a board member moved to approve the variance "as submitted." The roll call showed all members voting in favor, and Chair Jared Frank told the petitioner, "Congratulations. Your variance is approved as submitted. Welcome to Wildwood." The board noted that any approved variance becomes void if the petitioner does not obtain required permits within six months.
The board record for the case includes the city code sections cited by staff and the Architectural Review Board memorandum and renderings submitted with the application. The parcel is in Ward 8.
The approval applies only to the sign dimensions and lettering height described in the application; any future change in design or location would require further review under the city's ordinances or additional applications to the board.
