HomeMy WebLinkAboutZ-6754-A Staff AnalysisFebruary 28, 2000
Item No.: 4
File No.: Z -6754-A
Owner: Greater Little Rock Chamber
of Commerce
Address: 200 East Markham Street
Description: Parts of Lots 3, 4, 5 and 6, all of
Lots 7, 8, 9, 10 and part of Lot
11, Block 34, Original City
Zoned: GB
Variance Requested_: Variances are requested from
the sign lighting and changeable
copy provisions of Sections 36-547
and 36-548 to allow a large,
outdoor video informational display
screen.
Justification: The applicant's justification is
presented in an attached letter.
Present Use of Pro ert : Vacant block
Proposed Use of Proper New Greater Little Rock Chamber of
Commerce Building, under
construction
Staff Report:
A. Public Works Issues:
No issues related to this sign variance.
B. Staff Analysis:
The Greater Little Rock Chamber of Commerce is building a
new facility on the property located at 200 East Markham
Street. The main entrance plaza will be located at the
southwest corner of the building, facing the Markham
Street/Scott Street intersection. The Chamber proposes to
install a large, outdoor video informational display screen
on the front of the building, over the main entrance. The
video screen will feature animated graphics and images,
February 28, 2000
Item No.: 4 (Cont.)
conveying such possible information as time, temperature, a
stock ticker, event details and general image -related
visuals of a promotional nature. The applicant has stated
that the video screen can also function as a "jumbo-tron"
television and could display television feeds of special
events.
Although staff is supportive of the proposal and believes
the video screen will add to the unique tourism and
entertainment district which is being developed along
Markham Street, we felt the request went beyond staff's
authority to approve. Particularly, staff felt there was
enough "gray area" in Sections 36-547 and 36-548 of the Code
to merit bringing the issue to the Board. The pertinent
portions of Sections 36-547 and 36-548 are as follow:
Sec. 36-547. Lighting.
Unless otherwise specified by this chapter, all signs may be
illuminated. However, no sign regulated by this chapter may
utilize:
(4) Any device that allows oscillating, rotating or
flashing lights.
(5) Animation manifesting either kinetic or illusionary
motion occasioned by a natural manual, mechanical,
electrical or other means.
(6) The illusion of movement by means of a preprogrammed
repetitious sequential switching action in which
illuminated elements of the sign are turned off or on
to visually simulate the impression of motion
characteristic of chasing, running, blinking,
oscillating, twinkling, scintillating, or expanding
and contracting light patterns.
Sec. 36-548. Changeable copy.
Unless otherwise specified by this chapter a sign may use
changeable copy, limited to:
(1) Manually activated: Signs whose alphabetic,
pictographic, or symbolic informational content can be
changed or altered by manual means.
(2) Electrically activated: Signs whose alphabetic,
pictographic, or symbolic informational content can be
changed or altered on a fixed surface composed of
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February 28�, 2000
Item No.: 4 (Cont.
electrically illuminated or mechanically driven
changeable segments.
However, in no instance shall these types of signs produce
the illusion of movement or animation prohibited by Section
36-547.
A sign is defined by the code as:
"Any device, structure,, fixture or placard using
graphics, symbols, and/or written copy designed
specifically for the purpose of advertising or
identifying any establishment, product, goods or
services."
Staff believes this proposed device is a unique,
informational marquee and not a true sign as defined by the
code. As such, it is appropriate to allow its installation
on the Chamber building.
C. Staff Recommendation:
Staff recommends approval of the requested variances to
allow the large, outdoor video informational display screen
as described by the applicant.
BOARD OF ADJUSTMENT:
(FEBRUARY 28, 2000)
The applicant was present. There were no objectors present.
Staff presented the item and a recommendation of approval.
The applicant offered no additional comments.
The item was placed on the Consent Agenda and approved by a vote
of 5 ayes, 0 noes and 0 absent.
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