Following code violation, signage variance sought

01/10/2014 1:00 PM |
TIM GANNON PHOTO

TIM GANNON PHOTO

Lawyers representing two new plazas on Route 58 are looking for approval to bypass the town’s signage regulations, after one of the plaza owners has already been cited for violating the town’s signage code.

At Thursday’s ZBA meeting, the owners of the new Walmart shopping center asked for variances to allow a second directory sign that is much larger than the code permits, and located on a neighboring property.

And the owners of the Saber-Riverhead shopping center, which features Dick’s Sporting Goods and other stores, asked for permission to use the stores’ actual logos on their directory sign, with the two most prominent tenants — Dick’s and Christmas Tree Shops — displayed more prominently. The Town Code requires all the lettering on the signs to be identical in color, font and size, though the current signage already features Dick’s and Christmas Tree Shops in the stores’ logos.

Town Attorney Bob Kozakiewicz said on Friday that Saber-Riverhead had been cited recently for violating the town’s signage code, and the owners applied for the variance afterwards.

Charles Cuddy, the attorney for Saber-Riverhead, said that the stores in that shopping center are 600 feet off the road, and the corporate logos of stores like Dick’s Sporting Goods and Christmas Tree Shops are how people know the stores.

Mr. Cuddy said that the sign at Riverhead Centre display the logos of just Home Depot and Waldbaum in big letters, but the other stores are listed in smaller letter that is all the same size and color.

“You see nothing but just letters, and you have to go by and you have to stop your car and read it,” he told the ZBA. “We think it’s important to see the color and the logos that these companies have.”

TIM GANNON PHOTO | The new Walmart on Route 58 is scheduled to open Jan. 15 and will include an expanded line of groceries.

TIM GANNON PHOTO | The new Walmart on Route 58 is scheduled to open Jan. 15 and will include an expanded line of groceries.

“The sign code requires uniformity,” said Dominique Mendez of Riverhead Neighborhood Preservation Coalition. “That does make a big difference in what our town looks like. We don’t want loud colors.”

She said allowing Saber Riverhead to use logos would set a precedent, and then Route 58 would begin to look like Nassau County.

Bruno Lourenco, the director of real estate for ALDI, which opened a store on Friday in the Saber-Riverhead shopping center, said their logo is on all their stores and is recognized all over the world.

Mr. Cuddy said there is no impact on the community by allowing the corporate logos on the signs, and not doing so will not allow them to attract as much business.

ZBA member Otto Wittmeier disagreed.

“Most people that come to our town know where these businesses are,” Mr. Wittmeier added. “I don’t think anybody stops the car” to read the store signs, he added.

Larry Simms of South Jamesport said he thinks the current sign code should be enforced.

“I believe uniformity would be an improvement,” he said. “I’ve never seen a car stopping on Route 58 to locate a store.”

The ZBA plans to make a decision on that application on Jan. 23.

The owners of the new Walmart shopping center, which is being called Gateway Plaza, is seeking two directory signs, one at either end of the shopping center, and they are seeking permission to allow those signs to be bigger than permitted, and to allow one of them to be on an adjacent property owned by the same company.

Linda Margolin, the attorney for the applicant, said they would like to advertise the stores that will go in the 27,000-square foot shopping center being built just east of the Walmart store, on the sign. Those tenants have not be identified yet.

She said they want to locate the eastern directory sign on the adjacent Applebee’s property, which has similar ownership to the Walmart property, because there are utilities underground in that corner of the Walmart lot that prevent them from locating a sign there.

As for the size of the sign, the applicants are seeking a 96-square foot sign — the code allows signs to be no bigger than 60 square feet — and other variances for the directory sign. This way, they can advertise whatever tenants they lease space to in the 27,000 square foot shopping center, she said.

“Sixty square feet doesn’t take into account the number of tenants we are seeking identification for,” Ms. Margolin said.

If need be, they would agree to remove the existing free-standing signs for Applebee’s and Adchem and put those names on panels in the directory sign, Ms. Margolin said.

Lerner-Heidenberg Properties — the New Jersey company that owns both lots — is also advertising an additional 7,000 square feet of store space on the Applebees lot, according to their web site. Walmart is scheduled to open up on Jan. 15.

“You’re really pushing the limits of everything here, that’s for sure” ZBA chairman Fred McLaughlin said.

Former Riverhead Councilman George Bartunek, who was instrumental in developing the sign code, urged the ZBA to make the applicant comply with the code as much as possible so as not to create a precedent.

“If you look at what happened on Route 58 because of the sign code, Route 58 could look a lot worse,” Mr. Bartunek said.

The ZBA also plans to make a decision on that application on Jan. 23.

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