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 — under the 12-foot maximum allowed by village code.

Board members said they supported an EMC in principle but preferred that it replace an existing sign rather than be added as a third sign. The board held two separate motions: one on the request for a third monument sign and one on the request to install an EMC. The motion to recommend approval of a third monument sign did not carry. A subsequent motion recommending that the Riverside Drive sign be replaced with the proposed EMC passed.

The board attached a set of conditions to the EMC recommendation. Among the principal conditions: no portion of the image may flash, scroll, twirl, change color or imitate movement; the EMC must include an automatic dimmer/photocell to monitor ambient light and adjust brightness; bright white backgrounds are prohibited; amber text on dark backgrounds is encouraged; each message must remain on screen a minimum of 30 seconds and the board will review message duration after six months; the EMC must be turned off between midnight and 6 a.m.; minimum character height for letters and numbers is six inches; transitions between messages must be instantaneous; all copy must fit on a single screen (no multi-part messages); and the display must have an 8 mm resolution.

Shannon (village planning staff) presented the staff analysis and confirmed the proposed EMC location and height comply with the village sign code limits. Matt Laskin said the proposed unit includes dimming controls and software that can meet local content restrictions and that the company has produced similar EMCs for other Gurnee sites. “We don't see it being an issue with traffic,” Laskin said, adding that the units dim automatically at night.

Chairman (Planning and Zoning Board) said he was “not a big fan of adding a third sign” but voiced support for an EMC if it replaces one of the two existing signs. Several board members said the Riverside location was the preferred site for an EMC because of visibility.

The board’s recommendation to the Village Board will include the staff report, the applicant’s drawings, and the conditions listed above. The board did not specify an implementation timeline beyond the usual permitting process; the Village Board will make the final decision.

Votes at a glance: The recommendation to deny a third monument sign did not pass; the recommendation to approve replacing the Riverside monument sign with the EMC passed on roll call.

What happens next: The Planning and Zoning Board’s recommendation will be forwarded to the Village Board for final action on the special-use permit and sign permit. Staff said the Village Board and permitting process will determine the final permit timeline and any building-permit requirements.