City reconsiders sign code

The city of Brookfield's commercial sign standards might loosen in the near future, but details are still being hashed out.

The Plan Commission met Monday in attempt to finalize amendments to the sign code, but debate over technology hampered the approval process. The panel lent its support to a measure that allows more businesses to be advertised on a freestanding sign at commercial centers, but wanted more discussion about allowing electronic message boards and allowing two freestanding signs on commercial properties.

All proposed changes need Common Council approval before they become final.

What found support?

Plan Commissioners supported allowing up to four tenants or business names to be identified on a freestanding sign; the code formerly permitted a maximum of two tenants in addition to center identification.

For instance, the current code would allow a monument sign at the Underwood Crossings development to advertise the center's name and two specific businesses that will locate there. The change would allow the center's name and up to four business names on a monument sign.

If a monument sign identifies a center, that name must take up at least 33 percent of the sign area and be larger than any individual tenant sign.

This amendment is meant to give property owners another incentive to offer when leasing out space, while retaining the emphasis on center identification.

In addition to this change, the panel also supported several other changes, including an increase in sign permit fees, allowing sandwich board signs and restricting the size of banner signs to a maximum of 12 feet for vertical banners and eight feet for horizontal banners.

What remains for debate?

The Plan Commission felt that some proposed amendments to the sign code need more research and debate before members can decide whether to lend their support.

The proposal to allow the use of electronic message boards was one such amendment.

All surrounding communities allow electronic message boards to some degree, and the proposal would allow Brookfield businesses to incorporate them into freestanding or monument signs. It would also provide a way to display tenant names or corporate logos using LED screens that are more energy efficient and arguably more visible throughout the day than currently permissible lighted signs.

However, the amendment did not receive a staff decision, even with a conservative proposal that would restrict the messages displayed to one per day, with no blinking, scrolling, flashing or moving messages allowed.

Plan Commissioner Kevin Wahlgren said the amendment needs further consideration, as LED signs and flat-screen TVs will bring up issues the code has never dealt with in the past.

"You have got to address what could happen," Wahlgren said. "People could broadcast the Packers game on (electronic message boards) if they want, because the technology is there."

Larry Goudy, zoning and planning administrator, agreed to do more research on the topic and said that not allowing any electronic message boards at this time is a better course of action for Brookfield than to allow everything at once.

Another proposed amendment would allow commercial properties to have two freestanding or monument signs. The current code allows only one, with the exception of large centers that have multiple entry locations.

This change, initially brought up by Alderwoman Renee Lowerr, would accommodate places like office parks that already have separate monument or freestanding signs for tenant names and others for addresses.

With an amendment that allows up to four business names per free standing sign, situations where office parks have separate signs would benefit if they could distribute the maximum number of tenant names among the signs they already have.

This is exactly the view of Brookfield resident Andy Weltcheff of Hammes Co., who spoke to in support of the amendment. Weltcheff noted that the master sign program in the 1980s required separate signs for tenant names and addresses, and now the sign code ought to accommodate those old requirements.

"We want our business to succeed in the city of Brookfield…" Lowerr said. "And the signs are classy."

Signs a cause of concern

Economic Development Coordinator Tim Casey said these kinds of sign issues are a clear concern for the city.

"I've received more complaints about our restrictive sign ordinances than anything else," Casey said. From a business standpoint, "(having) up to four tenants on a sign improves the odds of getting deals done."

Weltcheff's example sparked discussion that helped the committee recognize that extra research and deliberation is necessary before making a decision.

Goudy expressed concerns from the zoning and planning side about allowing separate monuments, fearing the amendment would allow for too many signs, when one of the sign code's fundamental goals is to reduce clutter.

As a result, Commissioner Paul Wartman suggested permitting the pre-existing separated signs to remain in place, but disallowing similar constructions in the future.

Goudy advised consulting the city attorney before passing the idea of retroactive exceptions, and that meant the proposal could not be entirely approved at the meeting.

Next Step

WHAT: Plan Commission meeting (not yet determined if sign issue will be on agenda)

WHEN: 6:30 p.m. Feb. 13

WHERE: City Hall, 2000 N. Calhoun Road