Braintree ZBA approves height and signage variances for DICK'S House of Sport at South Shore Plaza

The Braintree Zoning Board of Appeals on the evening of the hearing approved variances allowing DICK'S Sporting Goods to convert the former Nordstrom at South Shore Plaza into a three‑story, 150,000‑square‑foot DICK'S House of Sport. Attorney Frank Marinelli, representing the applicant, told the board the renovation is a roughly $30 million investment that will transform a ‘dreary, monolithic’ building into an activated, daylighted retail venue and argued the site’s rear‑of‑mall location, irregular lot shape and topography create practical hardships warranting relief.

Marinelli and the project team described design elements including a central clerestory and a glass elevator, and asked for limited height relief — primarily for clerestory screening parapets up to about 78 feet — and larger wall signage proportional to the building’s facades. Project vice president Brian Basic said the House of Sport concept relies on the clerestory and vertical articulation that differ from a single‑level store and that larger signage is necessary for wayfinding given the building’s distance from primary public streets.

The applicant presented elevation exhibits and calculations showing proposed wall signs will account for roughly 2.5–2.8% of several large facades. Marinelli noted that similar relief has been granted historically for large anchors at South Shore Plaza and argued that a single 150,000‑square‑foot tenant requires a different signage approach than smaller storefronts.

During board questioning, Vice Chair Jose Perez asked why a larger sign was necessary when the building is not visible from all approaches; the applicant replied that motorists navigating internal drives and parking areas need proportionate identification to find the location safely. Resident Justine Huang, speaking from nearby Lakeside Drive, asked whether interior and exterior lights would be illuminated overnight; the applicant and staff said Dick’s‑controlled lighting will be turned off no later than one hour after store closing (applicant stated store hours generally run to 9 p.m. Monday–Saturday and 7–10 p.m. on Sundays depending on the day), and staff reminded the board that the town’s zoning bylaw already limits sign lighting between 1 a.m. and 6 a.m.

Several speakers, including a representative of local building trades and nearby residents, voiced support on jobs and economic grounds. After discussion the board voted to grant the requested signage and height variances so the applicant may proceed to building permits. The decision includes the conditions and findings summarized in the staff report; the board recorded the vote at the meeting and closed the public hearing.

With the ZBA approval in hand, the applicant can continue toward required building permits and site work. Planning staff indicated additional permitting steps — including any building‑permit reviews and inspections — will follow the board’s decision.