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Board OKs digital sign plan for Wisconsin Tower but rejects variance for large display area
Summary
The Board of Zoning Appeals granted special-use permissions for an automatic changeable off‑premise wall sign on the Wisconsin Tower but denied a separate use variance for a display area larger than the code maximum, after departments and an alderman raised concerns about size and precedent.
The Milwaukee Board of Zoning Appeals on May 1 granted a special-use permit to allow an automatic changeable message wall sign on the west façade of the Wisconsin Tower but denied a separate use variance request that would have allowed the sign to exceed the city's maximum display area.
The applicant, represented by attorney Brian Randall of Amundson Davis on behalf of Capitol Outdoor, proposed a digitally changeable off‑premise wall sign with 15‑second rotations and a plan of operation that would turn the display off overnight. Randall told the board the sign would be used for public‑service messages and community benefits as well as commercial messages and submitted a lighting study and renderings during the hearing.
Neighbors, city departments and Alderman Baumann urged caution. Alderman Baumann said the proposed 1,700‑square‑foot sign was “way outside” what the zoning code contemplates and warned the board that approving…
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