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Ulrich Sign Co. granted slightly larger freestanding sign despite one dissent
Summary
The Zoning Board approved Ulrich Sign Co.'s request to enlarge an existing freestanding sign face to 40.11 square feet, citing aesthetic and visibility reasons; the Planning Board will also review the project on July 22, 2026.
Chris McCaffrey, speaking for Ulrich Sign Co., said the dealership plans to replace its existing sign with a modern design that will conceal steel support beams and include landscaping at the base to improve appearance. He told the board the Chevrolet brand offers limited sign sizes and the requested increase of about 8 square feet is the smallest acceptable option.
Deputy Chair Karen Liebi questioned the need for the larger face; Planning Commissioner Brian Bender noted the applicant is scheduled for Planning Board review on July 22. The Zoning Board approved the Area Variance to enlarge the freestanding sign face to 40.11 square feet with the condition of substantial compliance with Exhibit A; the roll call vote was 4-1.
