Gurnee board recommends against third monument sign for Primo but approves Riverside electronic sign with conditions

The Village of Gurnee Planning and Zoning Board voted Oct. 22 to recommend that the Village Board deny a petition to add a third monument sign at 720 Milwaukee Avenue for Primo Italian American Cuisine but to approve replacing the existing Riverside Drive monument sign with an electronic message center (EMC) under several conditions.

The vote followed a presentation by Matt Laskin of North Shore Sign Company and discussion about frontage, size and traffic. Laskin told the board the property has approximately 1,030 feet of street frontage, which meets the code threshold for two monument signs; North Shore Sign proposed an additional monument sign with an EMC on the North Riverside Drive side. The proposed EMC would be about 24 square feet; the top identification cabinet would feature illuminated channel letters and routed colored elements, and the sign height was listed as 10 feet 8 inches —…