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Board wrestles with cost and feasibility of photorealistic 3-D sign renderings
Summary
Members and presenters debated whether a requirement for photorealistic 3-D renderings for monument signs over 15 feet would be unduly burdensome; the presenter warned renderings could add several thousand dollars to typical sign projects.
During discussion of the proposed sign-code changes, several board members raised concerns that Butler's proposed photorealistic 3-D-rendering requirement would be expensive and technically demanding for applicants. A board member with design experience observed the requirement would create a "bar" of visualization work not typical for sign applications and might push applicants to keep signs below the 15-foot threshold.
Mark Butler acknowledged the likely cost impact during the meeting: "so it's going to cost another 4 or $5,000 For a sign that might cost 20,000," he said, adding that the council's expressed preference for limiting tall signs influenced the proposal. Other members worried the requirement could encourage contrived designs intended to avoid the threshold or produce visually worse results if applicants add decorative elements purely to meet a nonnumeric standard. The board ultimately kept the rendering requirement for signs over 15 feet but agreed to rely on the ESD book for examples and to clarify when full photorealism is required.
