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Board of Adjustment denies request for larger digital sign at 5431 W. Loop 1604
Summary
The San Antonio Board of Adjustment voted 7-3 to deny a variance that would have allowed a proposed on‑premise digital sign to increase from a 75‑square‑foot digital maximum to 238 square feet at 5431 W. Loop 1604, with opponents citing driver distraction and gateway corridor standards.
The San Antonio Board of Adjustment on (date not specified) denied a request to increase the allowable on‑premise digital portion of a freestanding sign at 5431 West Loop 1604 from 75 square feet to 238 square feet.
The applicant, Raul Franco, sought a variance for the sign on behalf of Fortuna, saying highway construction and a new overpass have blocked the business’ visibility. "A digital sign unlike any traditional static box will give us a dynamic visibility we need to reach new clients," Franco told the board, and he said the business would reserve some display time for public service and emergency messages.
The request would have exceeded the Hill Country Gateway Corridor standard that limits digital display to 25 percent of a freestanding sign (75 square feet for a 300‑square‑foot maximum). Staff recommended denial, saying a non‑digital sign of the same square footage could achieve the applicant’s visibility objectives and that allowing the larger digital display would "alter the essential character of the commercial area." Two voicemail commenters opposed the variance; Bonnie Connor called for denial and called additional digital signage "junk" in the corridor, and Colleen Taylor argued digital messages are distracting to drivers.
Board members debated visibility and corridor standards. The city sign inspector told commissioners a digital sign mounted on a building wall could be larger than a freestanding digital portion, and that the applicant could place digital signage on the building instead of a pedestal. Commissioners also discussed how total permitted sign area is allocated between static and digital elements and whether the applicant could keep an existing light box while adding a digital display on the same freestanding structure.
Commissioner Manna moved to grant the variance; Commissioner Stevens seconded. After a roll call, three commissioners voted to concur with the motion and seven did not, and Chair Orian announced, "Motion fails, 7 to 3." The applicant was told he may appeal the Board’s decision to City Council.
Why it matters: the decision preserves the gateway corridor limit on freestanding digital sign area in this location and signals the board’s reluctance to relax digital limits where staff and nearby residents warn of driver distraction and aesthetic impacts.
What’s next: The applicant may appeal to City Council; the board’s findings and the staff report show the conflict centers on visibility changes from TxDOT interchange work and corridor design standards. Staff contact information was offered to the applicant for follow‑up.
