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VN-199 <br />Page #2 <br />The applicant's reason for the request is because of the <br />inadequate identification exposure from building mounted signs <br />in comparison to a lighted, free-standing pylon sign. Wall <br />signs would not be visible from Silver Lake Road and sign <br />location and exposure is paramount in .the real estate industry. <br />The applicant also stated that neighboring merchants have been <br />allowed 64 sq. ft, of signage because they have adequate street <br />frontage. Real Five has 85% of the required frontage and is <br />asking for 50/ of the 64 sq.ft, of signage. <br />In addition to the ground sign, the applicant could display <br />wall signs up to 80 sq, ft. in area on all four walls. The single <br />ground sign would provide sound identification, reduce the cluttering <br />caused by, the wall signs and better preserve the aesthetics <br />of the building and the adjacent area. <br />In reference to the three conditions for granting a variance, it <br />appears in this instance that a variance is warranted. The <br />practical difficulties of the applicant is that the street frontage <br />is only 16 feet less than the required 100 feet. An unnecessary <br />hardship for the applicant would result in the necessity to display <br />four walls for equal identification to the one ground sign. This <br />would result in cluttering and a distraction from .the architecture <br />of the building. This result is not consistent with the intent of <br />the sign ordinance. The purpose of the sign ordinance is to promote <br />sound identification, reduction of clutter and aesthetic enhance- <br />ment. The single ground sign in comparison to the wa 11 signs would <br />better carry out the intent of the ordinance. <br />RECOMMENDATION <br />Staff recommends that VN-199 be approved by waiving the reading and <br />adopting the attached resolution. <br />J ~ M. Archer <br />Ci y Planner <br />