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Board gives feedback to Ulta pre-application on signs and awnings; orange corporate awnings unlikely to be approved
Summary
Ulta representatives presented signage, awning and façade plans for the former Panera at Silver Sands; the Walton County design board supported three replacement signs but indicated approval of Ulta’s bright orange awnings is unlikely.
Representatives for Ulta presented a pre-application for exterior signage, awnings and façade modifications at the former Panera building in the Silver Sands shopping center and received detailed feedback from the Walton County Design Review Board.
Jennifer Ronneberger of GoPermit and architect Vanessa Tosali of RGLA Solutions outlined the proposal to replace existing exterior signs with three Ulta wall signs (one per elevation), install non-branded awnings in the existing locations, and modify parapets and some glazing. Ronneberger said the proposed letter height for the signs is approximately 37.25 inches and that each wall sign is 61.67 square feet; she asked the board for feedback on deviations for letter height and overall square footage.
Board members expressed general willingness to allow the three replacement signs if sized appropriately for the façades, but they were strongly reluctant to approve Ulta’s trademark bright-orange awnings. Members noted past precedent—several national tenants have sought branded colors—and said the county’s scenic corridor code discourages bright, attention-grabbing awnings. One board member noted the county’s ongoing code update explicitly adds black and bronze awnings to an approved list, reducing the need for future deviations for those colors.
Board members offered alternatives: limiting the number of corporate-colored awnings (for example, one instead of six), using a more muted or "steely" color, incorporating the brand color into a smaller painted band or façade infill that would require a separate deviation, or exploring façade modifications (panels or infill) that would not be coded as signage. Ronneberger and Tosali said Ulta prefers a consistent national appearance but welcomed guidance and samples; they agreed to bring material and color samples and to file the formal deviation(s) if needed.
Board members raised questions about interior window graphics and merchandise displays visible from the parking lot; staff and board said displays that function as exterior signage or are staged immediately behind glass have in other cases been treated as window signage or exterior display and may require conditions or restrictions.
No vote was taken; the meeting record shows the exchange as pre-application feedback and direction to follow up with a formal application including materials samples and clear deviation requests.
