Sheboygan planning panel declines installed Dollar Loan Center window sign, then agrees to work with staff

At a Sheboygan City Planning Commission meeting that began at 4:00 p.m., commissioners debated a conditional-use exception for window signage already installed at 2315 South Business Drive and ultimately voted to direct staff to work with the applicant on a revised design.

The staff report from planning staff Jeff Witte said the north elevation’s permitted sign area is 42 square feet, and the applicant requested an exception to exceed that allowance. Dollar Loan Center representatives told the commission the window vinyl has already been installed and said the material is perforated so people inside can see out while the graphic is largely opaque from outside during daytime. “The signage has been installed,” the applicant said.

Commissioner Joe stated the issue plainly in debate: “The signage area is so much larger than what the ordinance calls for.” He moved to deny the exception; the motion passed on a voice vote. The applicant asked for extra time to redesign and confirmed an understanding that an appeal process or timing could apply. Director Zeinert said staff would review the applicable ordinances and work with the applicant on next steps.

Shortly after the denial, the commission voted to repeal that previous vote and to instruct staff to collaborate with the applicant on a solution that meets city requirements. The chair directed the applicant to coordinate with Jeff Witte on design revisions and any necessary resubmittal.

The record does not state the exact square footage the applicant requested beyond staff’s description that it exceeded the permitted 42 square-foot allowance, and the transcript does not specify the length of any appeal period beyond the applicant’s question about a six-month window. Next steps are staff review and applicant redesign; the commission did not adopt a final exception or amendment to the ordinance at this meeting.