5.1. PCSR 10-11-2011 - Laserfiche WebLink

Home Browse Search

along Highway 10. We would retain the "Ford" and "Chrysler, Plymouth, Jeep, Dodge" signs, and replace the "Ford Trucks" sign with a double faced programmable message center/community service board. We are also requesting two 64 square foot monument signs at our entrances on 171St & 173~d Avenues. The locations of these signs are shown on our site plan. Wall Signage. We plan to stay within the applicable ordinance in regards to wall signage (three wall signs with a maximum cumulative size of 300 square feet) on the main building and on the carwash/detail center. Wall signage on the main building will include one to advertise Elk River Ford-Dodge-Jeep, one for the quicklane and to advise customers of the service area. Variance Standards. There are five standards for granting a variance as they relate to applicant's freestanding signage request. Our response to each is as follows: (1 }The literal enforcement of the ordinance would cause undue lunnecessary, unavoidable. extreme) hardship There are currently five automobile franchise operations on our site: Ford, Dodge, .Jeep, Mercury, and Chrysler. Two additional businesses are proposed: acarwash/detail center and a quicklane service lane. These individual franchises and businesses need to be identified to be successful. Further, they need to be identified to avoid both customer confusion and impediments to the free flow of traffic. Without appropriate, visible, readable signage advising the customer that he or she has arrived at the desired destination, the customer will drive on, or slow to seek out the desired destination. Elk River Ford-Dodge-Jeep cannot adequately advertise all of its businesses, for its benefit and the benefit and safety of its customers, and stay within the current allowable signage. (2) The hardship is caused by special conditions and circumstance which are peculiar to the land and structures involved and which are not characteristic of or applicable to other lands or structures in the same district. Because of the necessary inventory, car dealerships tend to be land intensive. Elk River Ford-Dodge-Jeep is no exception.. The portion of the property that will be used for the dealership (approximately 16 acres) is large for a highway commercial use. The subject property also has access to/from three roadways. This also makes the situation unique. There is a precedent already established for allowing large site/large box businesses to go beyond the maximum allowable signage. 2