News

Chapel Hill Seems to Recognize Need for Larger Signs

Council members realize 15 sq. ft. might insufficiently identify shopping centers

Published

13 years ago

February 22, 2011

Conor Furlong Signs of the Times March 2011 Issue

(The following is taken verbatim from the February 22, 2011 edition of The Daily Tar Heel.)

Chapel Hill residents might see larger shopping center signs in the future, a possibility that was discussed at the Chapel Hill Town Council’s meeting Monday night.

Council members heard a proposal for a Land Use Management Ordinance amendment that would allow larger ground signs at shopping complexes with over 50,000 square feet of retail space.

The ordinance currently allows signs with a maximum size of 15 square feet in area and 8 feet in height. The proposed amendment would increase the maximum to be between 150 to 216 square feet.

The increase in size is meant to attract the attention of drivers who could be potential customers.

“Being able to lift these signs up and have the text a little higher should be useful,” said Mayor Pro Tem Jim Ward.

Town Development Manager Gene Poveromo said current signs only identify the entire shopping center, not particular tenants. The new, larger signs could advertise specific retailers.

There are 11 shopping centers that would be affected, including University Mall, Southern Village and East 54.

“We believe that improved signs will boost sales and increase the capture rate of community dollars,” said Kristen Smith, speaking on behalf of the Chapel Hill-Carrboro Chamber of Commerce.

According to a 2009 retail analysis, Chapel Hill businesses are losing slightly more than a third of their retail sales to outlying areas.

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