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Commission approves Bloom development sign plan with conditions on vinyl coverage and tenant-sign sizes
Summary
The commission approved Newell Development’s comprehensive sign plan for Bloom (4601–4613 Winona Drive, case S152025) with conditions including an 18-inch maximum for tenant signs, flexibility on monument-sign placement to avoid vision hazards, and modification of a proposed solid blue window film to a top stripe with a bookend column.
The Monona Plan Commission approved the comprehensive sign plan for the Bloom mixed-use development at 4601–4613 Winona Drive (case S152025), including tenant signage, building identification, a monument sign and a planned mural, but added several conditions and clarifications before final administrative sign approvals.
Sign Art Studio’s Lindsay described the package for Newell Development: a face-lit "Bloom" sign for the apartment building, raceways for three future tenant signs, and a planned mural to be painted by local artist Julie Van Holt. Doug, city staff, told the commission the approved PIP from October 2023 included a wall mural but the CSP adds design specifics for the southern elevation. Doug also said the mural would "not contain a commercial message, logo, or colors" and that the proposed painted area would not exceed 346 square feet; the mural is "inspired by the 3 sisters indigenous planting practice," he said, and the applicant has an agreement with Madison Public Art Project for upkeep.
On windows and tenant signs, the commission identified two issues. First, staff noted that the sign code generally limits commercial window coverage to 50% of each pane and that the applicant’s proposed full-frontage or door-window coverage would exceed that allowance and therefore needs an exception. Second, commissioners challenged the applicant’s proposed 24-inch maximum for tenant sign copy; scaled drawings looked closer to 16 inches, and one commissioner recommended an 18-inch maximum to avoid overpowering building signage. Staff agreed to include an 18-inch cap in the conditions.
Commissioners also discussed monument-sign placement and sightlines; staff said civil drawings show some flexibility but recommended a condition that the final monument location be set with staff to avoid a vision hazard near Dean Avenue. With those conditions (18-inch tenant sign maximum, monument-setback flexibility, and modification of the solid blue window film to a narrower stripe with a column at the end), the commission moved, seconded and approved the comprehensive sign plan.
