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Zoning board approves Best Buy facade color variance at Milford Crossing after debate over whether blue panels count as signage
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Summary
Milford's Zoning Board granted Best Buy a variance allowing blue facade panels that the city initially counted as signage, approving 16.5% coverage where 10% is permitted after applicants argued the facade is not visible from the public way; the board attached conditions limiting lettering size.
The Milford Zoning Board of Appeals on Tuesday approved a variance to allow blue facade panels for a proposed Best Buy at Milford Crossing, after members debated whether the panels constitute 'signage.' Attorney John Nuff and James Gaspar, Best Buy's development manager, told the board that the blue panels are branding and wayfinding for a store sited roughly a quarter-mile behind Boston Post Road and are difficult to see from the public right of way.
The board voted to allow the panels to occupy 16.5% of the unit facade where 10% is otherwise permitted, conditioned on the Best Buy logo and price-tag 'shopping tag' remaining the size shown in the approved materials.
Nuff outlined the request and the site's constraints, saying the proposed Best Buy location sits about "a quarter of a mile" from the Post Road curb cut and that the facade "is impossible to be seen from the public right of way" because of vegetation and internal mall roads. James Gaspar said Best Buy has actively searched for a new location since 2023 and described Milford as the company's target market. "Best Buy is very excited about coming back to this market," Gaspar said.
Zoning officer Steven told the board that staff counted the blue panel as part of the logo and an "attention-getting device," which is why the panel was treated as signage. "It's part of the logo as you can see down here," Steven said, and "it still would be an attention-getting device." Several board members questioned whether a painted panel should be treated the same as lettering, noting that the Best Buy lettering alone would occupy only about 4% of the facade.
Board members ultimately accepted the applicants' arguments about the site's unusual geometry and distance from the road, and added a condition to prevent additional lettering or larger logos on that facade. Miss Hirsch, who asked whether the sign and tag could remain the same size, said the compromise reflected the board's interest in both preserving the regulation's spirit and allowing the tenant to brand its store.
The approval was unanimous following the motion to accept the application as modified. The applicant was instructed to follow the approved materials and the board's condition limiting additional signage.
The decision clears the way for Best Buy to proceed with its proposed storefront design at Milford Crossing, subject to the condition that no additional lettering be added to that facade. The applicant previously provided notices and posted signs to property owners within 200 feet, which the attorney said are on file with staff.
Votes: The board approved the motion by voice vote (Mister Sota moved; seconded; Mister King, Mister Wolf, Miss Hirsch and the chair voted in favor).
