Pinellas County board approves variance for larger hospital-adjacent sign, 5-1

The Pinellas County Board of Adjustment and Appeals voted 5-1 on Jan. 7, 2026 to grant a variance allowing a replacement freestanding sign at a medical-office property adjacent to HCA Florida Northside Hospital. The board’s action authorizes a new illuminated, double-sided sign about 128 square feet in area and 16 feet tall to replace an existing 81-square-foot nonconforming sign.

Staff called the case, recorded on the agenda as VAR-25-17, and recommended conditional approval. Michael (Speaker 3), a staff member, told the board the property is a medical office campus built in 1977 and is separate from the hospital, but that easements and owner permission allow the sign to be located where proposed. He said the proposed sign would be illuminated, double-sided, 16 feet tall and roughly 128 square feet, and that all other code requirements such as height and setbacks were satisfied in the proposal.

Jennifer Ronenberger, representing the applicant and speaking for GoPermit, said the replacement was intended primarily for "wayfinding." She told the board, "We're here looking for just to increase the size of our sign to replace the 1 that is currently there with something that's new... we're looking for wayfinding... in a time of need, honestly, like, that is the most important thing." Ronenberger said required permissions, including from Duke Energy, were in place for the sign's location.

Board members pressed the applicant on whether the larger sign added new directional information. The chair (Speaker 1) said he did not see "a crying need to have the larger sign" because the proposed face carries essentially the same information as the current sign. The applicant replied that the county’s sign code, as written, requires calculating total face area and that height/width constraints would make a legible sign impractical without a taller design, so the request seeks greater visibility within allowable height limits.

A board member who spoke in support, Member (Speaker 5), described missing the hospital entrance on a prior visit and said that consistent, recognizable signage helps drivers find the facility. He told the board, "I actually had to make a u-turn, because I passed it," and argued that a more visible, modern sign would help identify emergency facilities.

The board voted on a motion by Member (Speaker 5) to approve the variance based on the findings of fact in the staff report; the motion was seconded by Chair (Speaker 1). The roll call recorded on the audio shows Member (Speaker 2) verbally saying "Aye" and the chair registering an opposition; the board announced the motion passed 5 to 1. The applicant was instructed to obtain all required permits and pay applicable fees as a condition of approval.

Votes at a glance - VAR-25-17 (variance to replace 81 sq ft sign with 128 sq ft illuminated sign at a medical-office property adjacent to HCA Florida Northside Hospital): motion to approve carried 5–1; mover: Member (Speaker 5); second: Chair (Speaker 1). The transcript records Member (Speaker 2) saying "Aye" and Chair (Speaker 1) saying he opposed; full roll-call names were not all stated on the record. - Approval of minutes (Dec. 3 meeting): motion carried by voice vote; minutes approved.

What happens next The variance is effective as granted subject to the usual permitting process; staff reminded the applicant to obtain the required permits and pay fees. The board adjourned and indicated the next meeting would be in February.

(Reporting based on the Jan. 7, 2026 Pinellas County Board of Adjustment and Appeals hearing transcript.)