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Plan Commission approves signage changes for Waterfront Dental on West Sherman Avenue
Summary
The Plan Commission approved a site-plan review for new signage for Waterfront Dental at 201 West Sherman Avenue, finding the proposed sign faces meet city sign-code limits; staff noted the replacement will reuse existing sign motifs and will be LED backlit.
The Fort Atkinson Plan Commission on June 10 approved a site-plan review to allow new signage for Waterfront Dental at 201 West Sherman Avenue.
City staff reported the application replaces existing sign faces and retains an existing wave/sun motif on the building. "They are replacing the faces of those, so they are existing," Jed Drager, building inspector and zoning administrator, said while explaining staff's view that the proposal meets the city's sign regulations. The staff review noted the signs are LED backlit, not facing residential uses and that the overall sign area complies with the façade length standards.
A commissioner noted a minor error in the staff report that listed the property as "201 Sherman Avenue" without specifying "West." The commissioner said they receive mail for the 200 block of West Sherman and asked that the report specify the West Sherman address; staff acknowledged the correction.
Commissioners moved and seconded approval of the site-plan review for signage. The motion passed on a voice vote with no opposition. Staff said the sign faces are primarily replacements rather than new structures and that, because the illumination is not directed at residential property, staff does not recommend additional controls beyond the code limits; any brightness concerns would be reviewed if complaints arise.
The action was procedural and limited to sign faces and illumination; no building alterations beyond the sign face replacements were proposed.
