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