Zoning board denies oversized digital sign at former Kmart site on North Campbell Street

The Rapid City Zoning Board of Adjustment on Sept. 25 denied variance 25 VA 15, rejecting a proposal to install a two‑sided electronic message center sign measuring about 281.25 square feet at 413 North Campbell Street, the former Kmart now occupied by Trav's Outfitter.

City planning staff told commissioners the sign would far exceed the 60‑square‑foot LED maximum in the sign code and raise traffic‑safety and light‑pollution concerns on North Campbell, a principal arterial. “This sign is going to be located 5 feet from the curb edge of the parking lot … a digital sign of this size, near that busy intersection and that busy road does raise concern for traffic safety,” said Cassie Hayes of the Community Development staff.

The property is about 2.85 acres; the building is roughly 40,000 square feet with Trav's Outfitter occupying about 34,000 square feet. Staff noted the parcel already contains large static signage: a monument sign with roughly 408 square feet of display area (672 square feet total) and an approved 329 square feet of wall signage. Staff recommended denial, saying the requested variance was not the minimum adjustment necessary and was out of harmony with prevailing sign patterns.

Tina Napoli Ramirez, the project manager for Skyline Signs and Lighting and agent for the applicant, said the applicant would accept a smaller sign and that modern electronic message centers include auto‑dimming and timers to reduce nighttime glare. “If you're like, ‘I don't want it too bright,’ it needs to be dimmer at this time. So with the light pollution, that can be fixed,” Napoli Ramirez said, and offered a mid‑size option of about 150 square feet as a potential compromise.

Commissioners cited precedent and the potential for an escalation in sign size if the variance were granted. “When we start putting signage up that's flashing, blinking ... we create competition,” said Commissioner Mike Quasney, urging denial on the grounds staff outlined. Staff and commissioners also noted the sign code had been revised by a citizen committee that set a 60‑square‑foot cap for on‑site LED signage to limit clutter and distraction.

Mike Cosni moved to deny the variance based on the four findings in the staff report; Vince seconded. The motion carried by voice vote.

The denial leaves the property able to use the existing monument sign and the approved wall signage for on‑site advertising. The applicant may pursue a smaller sign or pursue a code change at the municipal level, which staff said would require a city‑wide amendment rather than a single‑site variance.