Pender County planning board approves variance allowing taller, larger TransSource Volvo sign at I-40 interchange

The Pender County Planning Board on Nov. 19 approved a variance allowing an on‑premise advertising sign for TransSource Volvo near the Rocky Point interchange (Exit 408) on Interstate 40 to rise to 50 feet and to increase the permitted sign area to 272 square feet, conditioned on consolidating three parcels into one. The motion passed 4–1.

Planning staff told the board the applicant seeks relief from the Pender County Unified Development Ordinance (UDO) maximum sign height of 25 feet and the 200‑square‑foot area cap that applies based on site frontage. Justin, planning staff, said the UDO’s intent is to restrict off‑premise billboards on I‑40 but not to bar businesses from promoting themselves on their own property. Staff recommended consideration of the variance with conditions to address parcel nonconformities.

Gabriel Ganim, representing MagnaSign International and speaking for the installer Burchett and the lessee TransSource (represented at the meeting by Roy Horton), said visibility from I‑40 is the applicant’s chief concern. “The issue is for us, it's all about the visibility,” Ganim said. He told the board the existing sign is roughly 25 feet tall, nearly invisible to highway traffic in many approach directions, and dates back to at least 2003 according to county records.

The applicant requested a sign height increase to 50 feet and a sign area increase from 200 to 272 square feet to achieve better highway visibility. Ganim said the applicant is willing to increase the sign setback (beyond the 10‑foot minimum) and to consolidate the small, adjoining parcels that create a nonconforming parcel line through the site. Staff confirmed consolidating parcels would simplify buffer and setback application and could be required as a condition of approval.

Board discussion touched on the county’s long‑standing restrictions on off‑premise billboard advertising along I‑40 and the concern that an on‑premise request not be used to circumvent those rules. A board member summarized the record as showing the request is directional — intended to help motorists locate the dealership — rather than to establish an off‑premise billboard. Following brief discussion, a board member moved to approve the variance with the condition that the three lots be consolidated; another board member seconded. The vote was 4 in favor, 1 opposed.

Next steps identified by staff: the applicant must execute deed consolidation of the three parcels; after consolidation and a variance approval, the applicant may apply for a zoning permit and then building permits to remove the existing sign and install the new freestanding structure. The board did not specify an exact timeline for those follow‑up actions.