To Stimulate Business—

P&Z Considers Liberalizing Commercial Sign Rules

By Andrew Gorosko

Planning and Zoning Commission (P&Z) members are reviewing a proposal from the Chamber of Commerce of Newtown, Inc, which seeks to temporarily liberalize the town’s commercial sign regulations in view of the ongoing economic downturn, and in light of the upcoming holiday shopping season.

Through its proposal, the chamber seeks to have the P&Z allow local businesspeople to place commercial signs at curbside to attract customers into their businesses.

 P&Z members discussed the proposal with chamber representatives at a October 1 session. Chamber President Peter Giarratano and chamber member Donald Sharpe attended.

In its proposal, the chamber seeks a six-month liberalization of the P&Z’s sign regulations.

Potential customers have been unable to locate businesses because some businesses are set back from the road; heavy traffic prevents potential customers from slowing down to scan signs on commercial buildings, according to the business group.

“This is an especially difficult problem for new businesses in this troubled economy,” according to the chamber.

The group proposes that businesses be allowed to display one sign at roadside. Such signs would be no larger than four square feet in area. The signs would display the name of the business, as well as the words “Open Now.” Such signs would need to maintained and would be displayed only during a business’s operating hours, according to the chamber.

Mr Giarratano stressed that there is a definite need for additional commercial signs locally to attract patrons to businesses during the current economic downturn.

The need for additional signs should to be balanced with aesthetic concerns, he said. While the chamber does not want to destroy the attractive appearance of Newtown, it does want to help its membership as much as possible, he said.

The use of additional signs would be a temporary measure, he stressed.

Mr Sharpe emphasized that the chamber is only seeking to have the P&Z allow small signs to be placed at curbside near businesses.

P&Z Chairman Lilla Dean said the P&Z has spent much time reviewing its various sign regulations. Ms Dean questioned whether adding curbside signs, such as those proposed by the chamber, would help passing motorists locate businesses. Most such signs would be located along the curbline of South Main Street where most local businesses are situated, she noted.

“We will certainly take all this under consideration,” she said. The P&Z realizes that businesses are facing tough economic times, she added.

Ms Dean noted that traffic moves quickly on South Main Street, adding that in order to be readable, a curbside sign would need to be quite large.

The chairman said she does not favor a chamber suggestion that the P&Z simply not enforce its existing sign regulations for a specified period.

“We will certainly talk about [the sign proposal] and let you know what our decision is,” she said.

Ms Dean noted that many people use their automotive Global Positioning System (GPS) navigation devices to locate given addresses.

“If you know where you’re going, you should be able to find it,” P&Z member James Belden told the chamber representatives.

P&Z member Dennis Bloom observed, “I do think we need ‘visibility’ for the businesses.” GPS navigation systems are not always accurate in finding addresses, he said.

Robert Rau, chairman of the town’s Economic Development Commission (EDC), said that during difficult economic times, the EDC wants to help local businesses. The town should do whatever is necessary to aid merchants, especially in view of the upcoming holiday shopping season, he said. 

Ms Dean said she expects that the P&Z can fashion some type of temporary sign regulations which would be helpful to local businesses. She said the P&Z likely would discuss the topic at its October 15 session.

P&Z member Robert Mulholland, however, cautioned against creating a situation that would allow the merchants in a shopping center to place a long row of possibly as many as 15 individual curbside signs in front of their businesses.