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Planning Commission approves sign permit for Maxwell Village (Ross store) with limits on banners and illumination
Summary
The commission approved a sign permit for a new illuminated wall sign, window signage and extended banners at 19201 Sonoma Highway (Maxwell Village), adding conditions that limit 'now opening' banners to the opening period, cap 'now hiring' banners at roughly six weeks, prohibit other promotional elements, and require illuminated signs to switch off at closing.
The Sonoma Planning Commission voted unanimously to approve a sign permit for a new illuminated wall sign, updated window signage and extended banners at 19201 Sonoma Highway (Maxwell Village), subject to additional conditions recommended by staff and commissioners.
Associate Planner Jacob Dunn told commissioners the proposal includes replacement of an older wall sign with a new illuminated wall sign, window signage that exceeds elements of the shopping center’s master sign plan and banners that the applicant requested to remain on site longer than the typical 15‑day limit. Dunn said the signage is consistent with previous use and has property‑owner approval; he also noted the application did not include a definitive duration for banners.
Commissioners focused questions on banner durations and on limiting other promotional elements such as flags or light shows. One commissioner suggested allowing "now opening" banners only until the store opens and limiting "now hiring" banners to a short, defined period. Staff said the commission could add conditions to set specific time frames. The final motion approved the sign permit with conditions that: limit "now opening" banners to the period before opening, limit "now hiring" banners to approximately six weeks, disallow other promotional elements not specified in the master sign program, and require illuminated signage to be turned off at store closing.
Why it matters: The permit affects visibility and neighborhood character at a major shopping center along the West Napa–Sonoma corridor. Commissioners balanced support for filling a large vacant bay with concern about temporary promotional displays that can become visually degraded if left up for long periods.
The commission did not record an objection; the amended motion to approve was seconded, put to a roll‑call vote and passed unanimously.
Next steps: Staff will issue the sign permit subject to the conditions approved by the commission. If the applicant or property owner wishes to request different banner durations in the future, they must return to staff or the commission as required by the conditions.
