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Planning board grants Clark Plaza directory sign waiver to help struggling small businesses
Summary
Board approved a waiver for a larger directory sign at Village Square Plaza (217 Clarksville Road) after hearing tenant testimony that the new sign will improve visibility and help small businesses affected by nearby bridge closure; conditions include landscaping coordination and lighting controls.
The West Windsor Planning Board on June 17 approved a signage‑waiver request allowing a larger, internally illuminated directory sign to replace an outdated cabinet at Village Square Plaza, 217 Clarksville Road. The board’s decision followed testimony from the property manager, tenants and a traffic professional that the updated directory will improve visibility for 14 small businesses that have lost foot and drive‑by traffic since a nearby bridge closure.
Manager Kelly Distefano and tenants described business losses and urged the board to allow a larger sign at the existing signpost location. Sign contractor Philip Smith and traffic consultant David Shropshire testified the proposed sign will remain at the existing setback and complies with ASHTO/ MUTCD sight‑distance guidance; township consultants verified sight‑distance and asked the applicant to coordinate landscaping and lighting details.
Why it matters: Tenants said visibility from Clarksville Road is limited with the existing sign; a ground‑mounted tenant directory is a standard commercial tool to help customers locate businesses and, applicant and tenants argued, will support center vitality.
Conditions: The board granted the waiver with conditions including: final plantings coordinated with the township landscape architect and Chief Lynch for emergency access concerns; submittal of sign details showing illumination levels (LED modules/lumen controls) and a six‑month review provision to address any neighborhood lighting complaints; and that the new sign be installed at the existing post location so it does not encroach further into the right‑of‑way.
Votes: The motion to approve PB26‑06 carried on roll call with all voting members recorded as in favor.
Ending: The applicant will return final construction details and lighting specifications to township staff for administrative review and will work with the governing body on any required right‑of‑way approvals for benches or streetscape elements in the public strip.
