Florence design panel approves internally illuminated monument sign for 315 West Pine Street

The Florence City Design Review Board approved a certificate of appropriateness for an internally illuminated monument sign, awning and wall signage at 315 West Pine Street (case DRB2025-04), board members said during a meeting where an applicant and planning staff answered questions about neighborhood impacts.

Planning staff told the board the application proposes an internally illuminated, push-through acrylic monument sign with translucent digitally printed graphics, wall signage and awning signage at the property identified as Florence County tax map number 90074-12-16 in the D-1 Redevelopment Overlay District and Central Business District. The item was before the board because of the proposed internal illumination.

The matter drew limited public comment. Rich Heaton, owner of RSX Home Group in Charleston, described the sign as a restrained, halo-lit design and said the firm revised an initially fully illuminated proposal after discussing brightness concerns with the university client. “This sign is probably the least, I don't know the word I'm looking for, offensive illuminated sign you can get,” Heaton told the board, adding the sign’s lighting will highlight only the perimeter of the letters rather than backlighting the sign face.

Board discussion centered on the sign’s proximity to nearby single-family residences and on zoning differences along the block. Jerry, a Design Review Board member, said the block transitions from two single-family residences at the corner to commercial uses and noted that the adjacent block’s zoning and prior decisions informed earlier denials of internal illumination. A planning staff member reminded the board that animated signs are expressly prohibited under the new sign standards and that internal illumination proposals would be reviewed by the board.

After public comment, a board member moved to approve the application as presented; a second was recorded and the board voted in favor. The motion carried by voice vote with members saying “Aye.”

The approved package will replace two brick pillars at the front of the property with the proposed monument sign, add signage on the building’s awnings (one already installed) and install wall signage at the rear. Planning staff noted a previously approved internally illuminated wall sign across the street from 2021 as a point of reference but said each application is considered on its specific merits. The applicant said the sign is fabricated with an aluminum body and designed for durability.

No amendments were recorded. The board did not identify conditions attaching permit approvals beyond the certificate of appropriateness; permit and installation details (electrical plan, exact light output) were not specified during the hearing.