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Planning Board allows larger sign package for proposed Toyota dealership with reduced brand sign
Summary
The board approved waivers allowing about 162–181 sq ft total of wall signage and two reduced monument signs for a proposed Toyota dealership on East Point Drive, but required the Toyota brand sign be reduced (board suggested ~96 sq ft); the motion passed with one recorded no vote.
The Bedford Planning Board approved sign‑waiver requests April 29 for a proposed Ara Toyota dealership at 58 Eastpointe Drive, permitting a larger total of building signage and two monument signs after the applicant reduced monument size and agreed to a reduction to the main brand sign.
Shane Oates of Independence Engineering, representing Group 1 Automotive, said the dealership building’s front face is roughly 270 feet long and that five wall signs (brand/logo, Aira branding, express service, service reception and directional signs) plus two monument signs are needed to direct customers. He told the board the original proposal totaled approximately 181.78 square feet of wall signs where the ordinance allows 96 square feet (including any bonus area tied to setback), and that the monument signs had been reduced to about 35.5 square feet each after staff review.
Board members pressed the applicant on illumination, timer controls, the size of the Toyota logo, precedent for comparable dealerships, and whether the signs could be relocated lower on the facade to reduce perceived scale. The applicant said illuminated elements would be on timers, typically turned off a few hours after closing (believed to be about 8 p.m.), and argued that the sign program had been minimized relative to typical manufacturer branding for a building of this scale.
Member Steve Clow moved to approve waivers to Table 6 of the zoning ordinance to allow up to the proposed wall sign area and to permit two monument signs (adjusted to 35.5 sq ft each). The motion was amended to correct monument sign square footage and included a stipulation to reduce the Toyota brand sign to roughly 96 sq ft per the board’s suggestion. The motion carried; the chair noted one member (Mr. Newberry) recorded a nay on the vote.
The board directed that monument signs be placed as shown (10 feet from the property line) and recommended that illumination be timed rather than left on 24/7. The applicant agreed to work with staff on final illumination details. The board incorporated the applicant’s materials and staff findings into the approval.
