Planning commission approves planned sign program for downtown amphitheater, bars illuminated roof logo

The Grand Rapids City Planning Commission on July 24 approved a planned sign program for a new 12,000-seat amphitheater at 201 Market Avenue Southwest, finding the proposed sign package suited to the building’s scale while attaching conditions that prohibit illumination of a large roof graphic and require permits for all signage.

City planner Sarah Beamlander, who leads sign review for the city, told commissioners the planned sign program is not intended “to circumvent a sign variance process or to simply allow larger signs” but to let the commission consider signs in the context of the development’s massing, uses and surrounding environment. Beamlander identified multiple requested deviations from the TNCC zone standards, including upper-level logo signs with letter heights up to 112 inches, wall signs larger than the 50-square-foot allowance (one applied graphic was described in staff materials at roughly 258 square feet and another wall at an approximate 382 square feet) and a 7,200-square-foot roof graphic.

“The rest of the considerations are listed in your staff report,” Beamlander said during her presentation, urging commissioners to weigh whether the deviations are warranted by the building’s size and use and whether the plan sign program would create adverse effects on nearby residents.

Courtney Valier, representing Progressive Companies and the applicant Grand Action, described the signs as material and wayfinding elements tied to the amphitheater’s exterior palette. “The materiality is an extension of the pallet that has already been developed in the exterior elevation,” Valier said, and added that locations and scale were chosen to aid pedestrian and visitor navigation.

Commission discussion focused on the roof graphic, pedestrian wayfinding and safety for drivers. Multiple commissioners said they supported most proposed signs given the building’s scale but expressed reservations about a large roof graphic visible from taller downtown buildings. Beamlander recommended, and the commission adopted, a condition that the roof sign not be illuminated. The commission also noted that permits (including electrical and sign permits) are required and would enable administrative review of illumination and other technical details.

The commission adopted a resolution finding the applicants demonstrated that the sign package would improve aesthetics and wayfinding, that the property is unique within the TNCC zone because of its scale and uses, and that the proposed program would not create adverse traffic or pedestrian safety impacts. Conditions attached to the approval include that the plan sign program as approved “comprises all approved signage” for the site (no additional signage without a plan amendment), that approved plans signed and dated by the planning director constitute the approved plans, that required permits be obtained prior to installation, and that the approval take effect 16 calendar days after the decision.

The resolution was approved on a voice vote; commissioners said “aye” and the motion carried. The commission did not attach illumination approval for the roof sign and directed that any future request for illuminated signage be handled through the administrative permitting process or an amendment to the plan sign program.

The commission also discussed—but did not approve as part of this action—wayfinding signs located off private property. Staff and the applicant said they are coordinating with DGRI, The Rapid and other downtown partners on off-site multimodal wayfinding outside this plan sign program.

The planning commission’s approval applies only to the sign program package presented and may be amended in the future by the commission or administratively for items within the city’s sign-permit authority.