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Southfield approves multicolor electronic ground sign and height variance for Mad Auto Wash
Summary
The Zoning Board of Appeals granted waivers for a multicolor electronic changeable copy ground sign, a height increase to 15 feet, and a modest size increase for a new car-wash at 29310 Telegraph, after applicants argued images reduce glance time and the board weighed driver‑distraction concerns.
The Southfield Zoning Board of Appeals on June 16 granted variances that will let a new car-wash at 29310 Telegraph install a multicolor electronic changeable copy (ECC) ground sign, raise the sign height to 15 feet and permit a modest increase in sign area.
In ZBA case 26-13, Metro Signs and Lighting, representing the property owners including Molly Williams of Mad Auto Wash, requested a multicolor ECC ground sign where none is permitted, a height variance (7.75 ft permitted → 15 ft proposed), and a small area variance (77.5 ft permitted → 85 sq ft proposed). City staff recommended favorable consideration of the multicolor ECC sign and associated waivers, noting the proposal would not substantially impair the ordinance’s intent and that permits and inspections remain required.
Paul Dieters of Metro Signs and Lighting told the board that a full‑color image on an electronic display communicates brand and services faster than lines of text and argued change frequency limits reduce driver distraction. Dieters cited a University of Minnesota / 3M finding he said shows the human brain processes images many times faster than text and noted that the Federal Highway Administration uses color in its signage; he also said Southfield’s code limits ECC changes to once every 15 seconds.
During discussion, several board members voiced caution about electronic changeable copy on safety grounds. Mr. Friedman said he was not inclined to approve the electronic changeable function without a unique property rationale; other members reasoned the site’s setback and visibility could justify the relief. The board questioned whether the changeable portion would be limited to the image only (not the whole sign), and the applicant confirmed the electronic element would display an image and conform to the code’s 15‑second change interval.
After receiving no public comment, the board voted to grant the requested variances. Members instructed the applicant to coordinate final sign placement, design and inspections with city staff.
The board flagged driver‑distraction concerns but approved the relief based on the city staff findings and the applicants’ representations about change frequency and image content. The decision allows the applicant to pursue permits and to proceed with a full‑color ECC ground sign consistent with the conditions discussed at the hearing.
The board then closed its public hearing and adjourned.
