Plan Commission recommends conditional-use permit for electronic-message sign at Monroe Beverage Mart with five conditions

The Monroe Plan Commission voted to recommend a conditional-use permit allowing the existing sign at Monroe Beverage Mart (3101 13th Street) to be refaced to include an electronic messaging portion, subject to five conditions staff recommended to address nuisance concerns.

Zoning staff explained the business sits partially in a small city-owned strip and that the request would keep the sign in its current location while converting a portion to electronic messaging. Staff noted the Monroe code contains standards for how frequently message text may change, maximum brightness levels and other operational limits; the five conditions recommended by staff are drawn from those code provisions to limit visual nuisance.

A commissioner moved to approve the conditional-use permit and incorporate the five staff conditions; the motion was seconded and passed on roll call.

Why it matters: Electronic message boards raise neighborhood concerns about brightness and message frequency; the commission’s conditions are intended to allow the business to use modern signage while limiting impacts on surrounding properties.

Next steps: The commission’s recommendation will be forwarded to the common council for ordinance action.