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TO:

Honorable Mayor and Members of the Common Council

FROM:

Kelly Nieforth, Director of Community Development

DATE:

November 12, 2024

SUBJECT:

Res 24-584 Approve General Development Plan and Specific Implementation Plan for Directional Signage at 2875 Atlas Avenue (Plan Commission Recommends Approval)

BACKGROUND

The subject site is a 41.7-acre property located on the north side of State Highway 91, with frontage along Atlas Avenue. The site is a manufacturing facility owned by 4imprint, which includes a 522,027 sq. ft. building as well as parking/loading areas on the north, east, and west sides of the building. The surrounding area consists predominantly of vacant and industrial uses along with residential uses to the south and east. The 2040 Comprehensive Land Use Plan recommends Industrial use for the subject site. The subject site is located within the Southwest Industrial Park.

ANALYSIS

The applicant is proposing four (4) directional signs. One will be placed at each of the three entrances to the site off of Atlas Avenue, along with one along the middle driveway closer to the parking area.

Code allows two (2) on-site directional signs per vehicular entrance/exit and one (1) per distinct parking area. The maximum area per side for directional signs is 8 sq. ft. and maximum height 3 ft., while the name, logo, or symbol must be less than 1 sq. ft.

The proposed directional signs are 21 sq. ft. and 5 ft. tall, which require Base Standard Modifications (BSM) for increased directional sign area and height. According to the applicant, the increased area and height are needed to increase visibility of the signs for wayfinding on the site for truck drivers and visitors. The applicant notes that the site now has 17 different loading docks for incoming and outgoing shipments. The applicant also notes that the signs will be near the road, which could result in being covered by snowplows or snow in general if at the maximum height of 3’. The applicant feels that the larger sign size will assist in directing truck drivers to the appropriate entrances/docks safely. They also feel that it will assist in safe and efficient circulation on the site for 4imprint associates, users of the on-site employee ThedaCare clinic, as well as suppliers and visitors.

FISCAL IMPACT

Approval of this may result in an increase in the assessed property value for the site. The applicant is anticipating spending approximately $11,000 on the proposed project.

RECOMMENDATION

The Plan Commission recommended approval of the requested General Development Plan and Specific Implementation Plan with the findings and conditions at 2875 Atlas Avenue on October 15, 2024. Please see the attached staff report and meeting minutes for more information.

Attachments

RES 24-584

GDP.SIP - 2875 Atlas Ave