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Plan commission denies Price Cleaners' request to exceed sign-size limit on Highway 100
Summary
The Plan Commission denied CD1 Price Cleaners’ appeal to exceed the municipal sign-area limit after staff said the proposed monument and wall signs would surpass the 125-square-foot cap; commissioners cited precedent concerns and encouraged the applicant to redesign or pursue a formal variance.
The West Allis Plan Commission voted to deny an appeal from CD1 Price Cleaners seeking to exceed the municipal sign-area limit along the Highway 100 corridor, with planning staff and commissioners saying the proposal would set an unwanted precedent and leave the site over the ordinance cap.
A representative for CD1 Price Cleaners argued the business needs larger signage for visibility and safety along Highway 100 given the road’s speeds and the site's setback, and described options they were willing to pursue — shrinking a circular logo, eliminating a secondary wall sign, or removing a small residential-facing sign — so the primary monument and wall signage would perform as intended.
Planning staff responded that the village sign ordinance caps combined sign area at 125 square feet for this property/building type and that, even after removing the secondary wall sign, the monument sign (about 32 square feet) plus the main wall sign would still put the applicant over that cap. Staff explained that other businesses along the corridor have complied with the ordinance and commissioners raised concerns about granting an exception that other businesses would then seek.
The applicant described the location as an intended flagship store and emphasized brand visibility and automated operations that the company expects will draw customers; the representative said they would consult corporate headquarters on possible redesigns to fit within the code. A commissioner moved to deny the appeal; the motion was seconded and carried by voice vote.
Planning staff advised the applicant to reduce the east-facing wall signage and/or alter the monument sign to meet the 125-square-foot limit or to pursue a formal variance process if the business prefers an exception. The denial preserves the current sign-area standard for the Highway 100 corridor while leaving the applicant the option to redesign or seek relief through the formal variance procedures.
