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Plan Commission approves variance for Brookfield Public Market main sign at W. Bluemound Road
Summary
The Plan Commission approved a variance allowing a 250-square-foot, 30-foot-tall main sign with six tenant panels for the Brookfield Public Market at 15875 W. Bluemound Road; staff cited nearby building placement and a storm-sewer easement as unusual site constraints, while a commissioner raised concerns about impacts to the Lou Malnati’s sign.
The Plan Commission on April 13 approved a variance to allow a larger and taller main sign for the Brookfield Public Market at 15875 W. Bluemound Road.
Zoning Administrator Justin Drew reviewed requested exceptions to sections 15.16.100(B) and (C) of the municipal code that normally limit main signs by panel count, area and height. The applicant seeks a 250-square-foot monument sign with six tenant panels and a 30-foot height—exceeding the typical 225-square-foot and 20-foot limits—arguing that adjacent structures (Herzing University and Lou Malnati’s) and a storm sewer easement constrain placement and require a taller sign for visibility.
Staff recommended approval, saying comparable regional mixed-use developments were allowed comparable signage and that the public-market panel at the top of the sign would help wayfinding for a regional destination. Commissioner Scott Thomas voiced concern about potential impacts on the visibility of the existing Lou Malnati’s sign.
Alderman Gary Mahkorn and Alderman Mike Hallquist supported the variance; Mahkorn cited the parcel’s history and Hallquist noted the large building setback from Bluemound Road. Justin Drew summarized staff’s view that the combined site factors met the variance criteria and recommended approval.
A motion by Alderman Gary Mahkorn, seconded by Alderman Rick Owen, to approve staff’s recommendation carried (minutes record vote 6-0). The commission’s approval does not replace required sign permits and design controls that staff will apply under the Master Sign Program and the city’s sign regulations.
