Planning commission approves expanded signage plan for Acer Amphitheater

The Grand Rapids Planning Commission on May 14 approved an amendment to the Acer Amphitheater plan-sign program at 2011 Market Avenue that adds multiple donor and wayfinding signs across the venue.

Staff described the amendment as adding wall signs, canopy lettering, banner signs on light poles, a monument sign and additional internal wayfinding. Staff noted examples where proposed signs exceeded typical zone-district allowances — for instance, a 22-square-foot wall sign where 11 square feet is normally permitted — and asked commissioners to judge whether the proposed package fits the original plan-sign program and surrounding context.

Richard McKean of the Convention Arena Authority and Legends Global, the facility manager, told commissioners the extra signage helps patrons find entrances and amenities and “makes our lives a lot easier and hopefully our guests lives a lot easier so they’re more apt to come back.” Bill Cohane of Grand Action said donor recognition signs were secured after the original approval and that the amendment accommodates those donors and helps finance the venue.

Commissioners asked about specific issues: whether adding banners on light poles (normally prohibited by the city sign code) is appropriate on private amphitheater property; how new letters relate to previously approved large facade lettering at the Market Avenue gate; the size and placement of a proposed illuminated monument sign; and whether landscaping at the monument base could be waived. Staff explained that planned sign programs allow flexibility from standard sign limits and that combined façade calculations could be produced if commissioners wished.

The approval included conditions: existing and proposed illuminated signage must be turned off when the property closes each day to reduce glare for adjacent residents; light-pole banners were permitted on the amphitheater property but limited in placement and prohibited from being illuminated or relocated onto existing amphitheater structures; and the landscaping requirement around the monument sign could be reduced or waived subject to the conditions specified by staff.

A voice vote carried the motion. Commissioners indicated they would monitor installation and compliance with the conditions during permitting and site review.