More electronic signs are popping up

Lisa Billings/Chesterfield Observer The county is considering revising its electronic sign policy. As proposed, the changes would allow for more signs like this one at Ironbridge Sports Park.

Light emitting diode (LED) signs promoting shopping, school events, church services or other events could be coming soon to a county road near you. Though the county's official policy hasn't been determined yet, with the encouragement of the planning commission, county supervisors have already begun approving some LED signs. And with many more expected to be on the way, it seems to be a good time to be in the electronic sign business.

Last week, the commission recommended a 60-square-foot sign for Victory Lady Fitness on Midlothian Turnpike just west of Robious Road. Despite a thumbs-down recommendation by the planning department, the commission unanimously favored upping the height of the sign because it was partially blocked by a tree. Though the existing policy requires the letters on the sign to be either white or yellow, the letters for Victory Lady are approved for red - if and when the sign is blessed by the board of supervisors.

As Planning Administrator Greg Allen told the commission last month, "Each sign is its own ordinance."

The LED sign approved by the board this summer for Matoaca High School had to be reworked because it was larger than the county's limit of 40 square feet.

"We had to make a few changes," acknowledged Principal Steve Cunningham, but he referred other questions to the planning department.

Those seeking signs see it as a way to reach thousands of drivers passing by their locations. Though the signs come in many sizes, colors and designs, Kyle Dillaman of Holiday Signs says the cost runs from $11,000 to $50,000 including installation. The filing fee for the permit is an additional $4,100.

With so much activity around sign applications and policies still in the draft stage, the commission scheduled industry experts to brief them at their Oct. 21 work session.

"I need to learn more," said Matoaca Commissioner Wayne Bass.

Bass wants more flexibility on signs for businesses while Chairman Russ Gulley appears more cautious about revising the policy. The other commissioners have primarily asked questions about the current policy, including the reasons for the existing guidelines.

One proposed change will likely lead to many more signs: deleting the 2,000 foot requirement between signs on public roads. But the draft proposes keeping signs at least 1,000 feet away from residential neighborhoods.

The number of lines of copy, which currently is limited to two stationary lines, is proposed to be eliminated. Now limited to white or yellow, the number of colors might increase to three but not be applicable to copyrighted logos. Animation and bijou lighting effects are proposed to continue being prohibited. The signs will also have to be in good working order and architecturally compatible with the building or center they promote.

Generally, the current policy limits message changes to every 10 seconds. The draft policy would allow shopping centers to change every 8 seconds and other businesses up to four times daily.

LED signs are currently prohibited in the villages of Midlothian, Chester, Bon Air, Ettrick and Matoaca and the courthouse area, historic areas, anywhere on Hull Street Road, the Hopkins Road corridor and Route 10 from Chippenham Parkway to the courthouse area. There are exceptions to the existing policy - Honda House on Route 360 west of Woodlake has one approved.

The proposed change might allow for LED signs "for large shopping centers, mixed-use developments and event-based businesses" in the villages of Midlothian, Chester, Bon Air and Ettrick and on Hull Street Road and Route 10.

Energy conservation

Assistant Planning Director Glenn Larson also briefed the commission on how the county can utilize land use planning to promote energy conservation. Energy use will be incorporated into the countywide comprehensive plan, the development of which will be awarded to an outside firm by year's end.

From 1982-1997, the U.S. population grew 17 percent while land consumption jumped 47 percent and the number of vehicle miles increased 63 percent - much of it attributed to sprawl. In FY08, county vehicles were driven 26.5 million miles using 2.5 million gallons of gas. The cost of operating school buses was $8.9 million or $485 per student.

"A lot of the older areas [in the county] may see more market demand," said Larson.

Security proffers

Jim Eicher with the Chesterfield Police Department briefed the commission about his meeting/discussions with multifamily developers as the commission considers changes to the existing security proffer. The county is considering scrapping the existing security proffer requiring an annual security plan or a police presence in approved rezonings for multifamily developments. Of the 15 recently approved cases, only three included the proffer.

Some existing apartment complexes have had numerous armed robberies against their tenants and visitors.

In its place, police now recommend design standards to improve outdoor lighting and address potential security problems, like reducing large shrubs near entrances.

"They're already doing much of what is proposed," Eicher told the commission, "but it would be good to set a baseline."

Mass grading

The commission cancelled a public hearing on mass grading scheduled for Oct. 21. Proposed standards will be discussed further next month, and the commission will likely schedule a public hearing for Nov. 18.