Council approves blade sign for Maxwell mixed-use development on South Main Street

The Alpharetta City Council unanimously approved a sign exception allowing a perpendicular (blade) sign attached to the building at 210 South Main Street in the Maxwell mixed-use development.

City planning staff said the commercial building sits about nine feet higher than South Main Street, with constrained space behind the sidewalk and multiple utilities that limit placement of a monument sign. The applicant proposed a perpendicular sign with a copy area of 18.375 square feet, smaller than the 42-square-foot maximum allowed for a monument sign. Staff found the site's topography and utilities met the review criteria for an exception and recommended approval with four conditions and final design review-board sign approval.

Michelle Dormeny of A-One Signs, speaking for the property owner, said the design review board had recommended a soft cascading light and that the applicant was flexible on illumination. Councilman Mitchell asked about lighting; staff and the applicant confirmed internal illumination is not allowed under code and that any lighting should be external and modest to meet downtown design guidelines.

Council members also reviewed sight-line concerns raised by Councilman Dorito; staff said the city's traffic engineer reviewed the sign placement and had no visibility concerns. The motion to approve included staff’s recommended date change to the sign plans (to Dec. 30, 2024) and carried unanimously. Final sign details will be approved by the design review board in accordance with the conditions in the staff report.

The item amends the property’s monument sign entitlement by converting that allowance to a wall-mounted perpendicular sign in a constrained location.