Prime Cinemas granted illuminated sign exception; commission asks owner to center new sign

The Planning Commission approved a sign exception permitting an internally illuminated LED sign for the Del Oro cinema, with a condition that the new sign be visually centered on a nearby structural beam or centered over an adjacent post to improve aesthetics.

Staff explained the proposed sign is internally illuminated and not allowed by right under the sign code, so an exception and findings are required. The Development Review Committee recommended the applicant explore shifting the existing cinema letters to allow the new sign to be centered; staff also recommended a black-night/white-day background scheme to mitigate daytime/nighttime visual contrast.

Brian Young, the applicant participating by Zoom, said he obtained a contractor estimate of about $3,000–$3,500 to relocate the existing letters but later indicated centering the new sign was achievable. "The estimate is around $3,000 to $3,500 to relocate or to move it," Young said. After discussion he added, "I think that's certainly a possibility for sure. I don't see that as being a burden and easily attainable."

Commissioners discussed hours of operation for the sign (to follow theater operating hours) and whether centering should be required; the commission approved the exception as amended by a condition to center the new sign on the specified beam/post or the next beam section, and the motion carried.

Next steps: the applicant will comply with the condition at building-permit review and the city will verify sign placement and lighting hours in that review stage.