CVS denied second sign

MELISSA REID
Associate Publisher
mreid@lbknews.com

The Zoning Board of Adjustment denied a request Thursday from CVS that would have allowed the store to place a second 32-square-foot illuminated sign at its new location.

CVS representative, Patricia Ortiz of West Central Florida Permits, spoke before the board and explained why CVS sought a variance from the town’s sign code. Ortiz stated the new site’s lack of visibility due to thick vegetation as the reason for the variance request.

“We are asking for a total of two, 32-square-foot illuminated signs, one on the north elevation, one on the east elevation. As you know, the property is surrounded by a 52-foot buffer, some of which is mature growth. Visibility is our number one hardship. The next best thing would be to alert travelers turning into the plaza, we need to identify our location. We feel we have a unique hardship,” said Ortiz.

Town staff recommended not granting the variance. Staff report noted that departures from the sign code have rarely been allowed, and did not find enough evidence for the variance.

Town Planner Steve Schield made his presentation to the board explaining the request for an additional 32-foot sign on the north side of the property as well as the east side. Schield also said the site will have a 42-square-foot sign visible from Bay Isles Parkway which tells a list of all the stores in the plaza, as well as wayfinding signs inside the parking lot.

“They’re saying that the sign will not be visible form the street due to the vegetative buffer. There’s a six-foot berm, and an additional 6 -8 feet of vegetation on top of that. There will also be a fence. Staff feels there is no undue hardship, they are allowed a sign on their building, and one 32-square-foot sign. Based on review, there should not be a variance,” said Schield.

One Zoning Board of Adjustment member said, “I think that I’m not convinced that additional signage would mean more business.” Another member echoed the sentiment with, “One more sign is not going to make much more difference.”

The new CVS is scheduled to open in September, and the old store will be torn down in October.