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5. The variance, if granted, will not alter the essential character of the locality. <br />It will not alter the character as this is an existing gas station. <br /> <br />If approved, the proposed 80’ tall sign would be the tallest sign in the area, if not in the city and would alter <br />the essential character of the area. Staff supports a smaller sign, that is more in-line with the surrounding <br />commercial character. <br /> <br />Staff recommends denial of the requested 80-foot tall sign but recommends approval of a variance allowing a sign <br />of up to 40 feet, as measured from the nearest point grade of the main line of Highway 169. This recommendation <br />is consistent with the current ordinance amendment moving through the city review process. <br /> <br />Financial Impact <br />None <br /> <br />Council Meeting <br />If denied, or an appeal is made by any interested party by April 5, 2024, this item will go to the April 15, 2024, City <br />Council meeting. <br /> <br />Mission/Policy/Goal <br /> Help, not hinder citizen quality of life <br /> Reflect the culture of citizens and what is important to majority <br /> <br />Attachments <br /> Location Map <br /> Applicant’s Narrative <br /> Applicant’s Exhibits <br /> Staff Exhibits <br /> <br />