FW Web sign variance for 869 Eastern tabled after board seeks alternate designs

Malden — The Malden Board of Appeal on June 17 tabled a petition from FW Web Company seeking a variance to allow a wall sign larger than the city’s 40-square-foot limit at 869 Eastern (assessor parcel ID 127435504), giving the applicant time to return with alternate designs.

Ed Spinny, who identified himself as representing SART Incorporated and running the petition for FW Web Company, told the board the request stems from corporate branding: "they're a national brand" and the company "won't allow" removing or splitting the circular logo from the full wording. Spinny said the sign as measured — "the total is 74.9" square feet — exceeds the 40-square-foot cap because the circular logo is enclosed in an outer rectangle for measurement purposes.

The variance request was for a side wall sign that would complement two existing signs on the property: a front sign and a pole sign. Board members questioned whether the new sign would be visible from Maplewood Street, whether it was necessary for wayfinding, and whether the application met the zoning standard for a hardship. One member said the city’s sign ordinance can be difficult to satisfy for variances and suggested the regulations are more geared to downtown storefronts than to this industrial-commercial site.

Spinny said he had presented several alternatives at the design review board, including a logo-only option that would conform to 40 square feet and a smaller "Waterworks"-only treatment that corporate rejected. "I brought it to corporate and said, 'Hey, I can give you this and this,'" he said, adding corporate insisted the full mark must appear on that location. The design review board, he said, preferred the submitted proposal but lacked authority to grant the variance.

A letter of support from Steven Winslow, City Council (Ward 6), was read into the record; Winslow wrote that, given the proposed sign is essentially a replacement of an existing sign, he supports the application.

Rather than deny the petition, the board voted to table it to the July 15 meeting so the petitioner can bring alternate plans. Board member Sherwin made the motion to table; the motion was seconded and recorded as approved by the members present. The clerk instructed the petitioner to submit revised drawings and agreed to follow up by email to confirm next steps.

The board’s action was procedural: tabling preserves the applicant’s ability to present revised designs rather than forcing an immediate denial that would limit return options. The next hearing on the petition is scheduled for July 15, 2026.

Details: The petition cites Malden Code, Title 4 §4.16.090 C2A (table of intensity regulations) as the code section at issue. The applicant provided plans showing the measured area of the logo-and-text sign at about 74.9 square feet; the city’s limit is 40 square feet for this sign type. The property is listed in the petition as 869 Eastern A, Malden, MA (parcel ID 127435504).