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BAR defers Hyundai dealership signage; zoning limits number/size of signs in Gateway district
Summary
The BAR deferred review of a multi-sign package for a new Hyundai dealership to the July 9 work session after staff said the Gateway district’s zoning limits the board’s ability to change sign counts or sizes; staff requested the applicant meet with zoning and submit revised materials.
The Leesburg Board of Architectural Review on May 21 deferred a review of signage for a proposed Hyundai dealership (project packet labeled for Route 7 / Keystone Court) to a July 9 work session after staff advised that Gateway district zoning restricts the BAR’s authority to increase the number or size of signs.
Staff presented analysis explaining the signage package includes dealer wall signs (Safford), Hyundai brand signs, a monument sign on a brick base, a service bay sign, and a directional sign; staff identified potential problems with the total number and size of signs under the Gateway rules, the proposed use of a highly reflective chrome finish on some brand elements, the use of plastic/vinyl on the proposed directional sign, and proposed halo illumination set at 6,500 Kelvin (staff recommended a maximum of 3,500 K to align with Leesburg’s guidance). Staff recommended the applicant meet with the town’s zoning division before a BAR work session to determine which signs zoning permits and requested new materials and revised drawings for a later packet.
Applicant representatives (including attorney Owen Feldman Fiddleman, owner Jim Grant and architect Chris McNeely) said the dealership needs visible brand signage from Route 7 and that Hyundai’s brand standards limit changes; they told the board Hyundai agreed to halo lighting rather than full internal illumination but that technical samples of halo‑lit signage were not yet available. The applicant also presented alternative monument sign designs with reduced masonry massing.
Chair and board members discussed visual clutter, proportion, material choices and the Kelvin temperature for halo lighting. Several members said the proposed bronze ACM cabinet and brick were acceptable if scaled down, but that mirrored chrome faces cause concern; staff agreed to share sample material photos and encouraged the applicant to consult zoning. Julie Pastor moved to defer the item to the July 9 work session to allow time for zoning consultation and revised materials; Rick Brown seconded. The motion passed, 7–0.
Why this matters: Gateway district rules differ from the H1 historic district: BAR cannot increase sign counts or sizes above the zoning ordinance in the Gateway, so a zoning determination is required before the BAR can approve or condition the proposed package. Staff emphasized the role of lighting temperature and recommended a maximum of 3,500 K for halo illumination to reduce blue‑white “cool” light that the guidelines discourage.
What the applicant must provide: staff requested a zoning determination, revised sign drawings, material samples (including the proposed bronze ACM and any chrome finishes), and examples of the proposed halo illumination (Kelvin and samples) in time for a July 9 work session packet. The board reserved design comments for the work session after the zoning question is resolved.
