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Council denies Burlington Coat Factory sign requests for Hall Road store
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Summary
The Utica City Council denied two sign‑variance requests for 13341 Hall Road after planning staff recommended denial, citing shared setbacks, branding preferences as self‑imposed hardships, and the risk of an unfavorable precedent.
The Utica City Council voted April 14 to deny two variances requested by Burlington Coat Factory for its 13341 Hall Road storefront: a size variance that would have increased the primary wall sign by 143 square feet above the 200‑square‑foot code limit, and a request to add two small wall plaques beyond the three signs permitted by ordinance.
Scott Bilbrey, representing Burlington, asked the council for relief, saying the retailer’s lowercase logo and the storefront’s oblique facade and setback reduce legibility from the street. "We're just asking for a little bit of relief," Bilbrey said, describing the visual proportions and a proposed 206‑square‑foot sign that, by his measure, would barely exceed the 200‑square‑foot threshold.
City planner John summarized planning’s review and recommended denial. He said the plaza’s setback conditions are not unique to Burlington’s space and that branding preferences are self‑imposed and do not constitute the basis for a hardship variance. "Branding preferences do not constitute a hardship," the planner said in his review; he also warned that granting a more than 70% increase would be a troubling precedent for variance approvals.
Councilmember Deon moved to deny the size variance and then to deny the request for two additional wall plaques; both motions carried by roll call vote. The mayor announced both variance requests were denied.
What happens next: The applicant may revise its sign plans to meet the ordinance or return with a modified application; the planning department will proceed with its normal permitting and design review process.
