Contested request for 1,750-sq.-ft. digital wall sign at 606 W. Wisconsin adjourned for administrative review after extensive public comment

A contested petition to install a 1,750-square-foot changeable-message wall sign on the west facade of the 23-story building at 606 West Wisconsin Avenue was the final item on the Milwaukee Board of Zoning Appeals agenda on Feb. 6. After lengthy testimony from the applicant, city departments, aldermanic staff and condominium residents, the board closed the public record and adjourned the matter for administrative review.

What was proposed and why it concerned staff Capitol Outdoor and the building owner asked the board for special-use and variance relief to permit an off-premise, electronic changeable-message wall sign that exceeds the zoning code’s 300-square-foot limit for display area and would be located roughly 170–220 feet above the First Floor. DPW and DCD both told the board they could not support the request. DPW’s written comments flagged traffic and…