By Dave Fidlin
Correspondent
A review of Whitewater’s sign ordinance has gone back under the microscope, specifically for possible provisions for so-called “big box” businesses.
City Planner Chris Munz-Pritchard discussed the current municipal ordinance and the need to add clarifying language to address the do’s and don’ts for larger businesses in the community at a Plan and Architectural Review Commission meeting Oct. 14.
The plans under review, Munz-Pritchard told commissioners, are inspired by an unnamed big box retailer’s desire to have new signage that falls outside the city’s current code requirements, prompting the deeper review.
The city has on its books size requirements for wall-mounted and freestanding signs. Currently, the city has a 50-square-foot maximum for big box signs, though exceptions have been offered in the past through the granting of variances.
Walmart, 1362 W. Main St., has a 298-square-foot sign, for instance, and the former Sentry, 1260 W. Main St., had a 161-square-foot sign when the grocer was still in operation.
Looking back at records predating her tenure, Munz-Pritchard said there were initial plans of opening up the books and making wholesale tweaks to the sign ordinance as the Walmart and Sentry variances were granted.
“It was recommended (the ordinance) should be reviewed and should be amended,” Munz-Pritchard said.
City Attorney Wally McDonell pointed out the city’s plans are not unorthodox. A number of municipalities, he said, have similar variances in places for different businesses and in different sections of a community.
As commissioners look further into making changes, McDonell said Whitewater could review some of the ordinances in place in other communities and use them as a template or guidebook, particularly those in close proximity or similar in nature to the city.
“Not necessarily Milwaukee or Madison, but some other ones,” McDonell said. “There are some good ones out there. Not that you would have to be in lock-step with them.”
But at least one commissioner wondered aloud if the city’s review was much ado about nothing.
Commissioner Andrew Crone said he polled residents at a recent event in the community in advance of the meeting and asked for their feedback on sign sizes.
“I didn’t meet any individual who thought the signs weren’t big enough,” Crone said.
In some communities — particularly those drawing large numbers of people from adjacent communities — having larger signs could be a prudent move, Crone said.
“But Whitewater is a unique town,” Crone said. “Most people know where they’re going.”
Munz-Pritchard, McDonnell and the full commission will continue their review of the city’s sign ordinance at the appointed body’s next meeting in November.
In other business, commissioners at their Oct. 14 meeting granted a conditional-use permit to parishioners of First United Methodist Church, 145 Prairie St.
The permit gives church leaders the go-ahead to construct what has been deemed “an oversized, detached accessory structure,” according to municipal documents.
Church leaders have expressed a desire to construct a new, larger garage on the property.
