Sheboygan panel denies large exterior wall sign for Dollar Loan Center at 2315 S. Business Drive

The Sheboygan City Plan Commission denied a conditional use permit for a 214‑square‑foot exterior window graphic proposed by Dollar Loan Center at 2315 South Business Drive after extended discussion about size limits, code compliance and feasible alternatives.

Staff reported the application requests a 214‑square‑foot exterior wall sign on the north‑facing window wall; counsel and applicant acknowledged the sign is larger than typical code allowances for that location. Attorney Brian Randall framed the request as a conditional use exception under a subsection of the sign/code provisions and tied the proposal to comprehensive and strategic plan goals for infill and redevelopment. Alexis Crawford, the company’s CFO, said Dollar Loan Center had already invested in the sign installation (approximately $10,000) and that moving the application inside or otherwise reworking the sign could cost an estimated $30,000.

Commissioners pressed on code limits for the site, noting that a permitted sign for that frontage would normally be much smaller (Commissioner Joe referenced a 42‑square‑foot benchmark for the location). Counsel and the applicant said the graphic’s size is driven by the storefront’s 14 window panels and the desire to present a uniform image; they said splicing the graphic into smaller panels would produce a non‑uniform appearance and not be cost‑effective.

Commissioner Jerry, while praising the property renovation, said he did not personally support the sign’s scale. A motion to deny the application was moved and seconded and carried by voice vote with the chair voting aye. The application was denied on the record; the applicant stated she would pursue alternatives if denied.