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<br />variance No. 2005-02 <br />March 28, 2005 <br />Page 2 <br /> <br />Project Description <br /> <br />Target is requesting approval of a variance to allow the installation of a <br />second wall sign on the primary (south) building elevation of an existing <br />Target store. This elevation currently has a 180 square foot "Target" <br />sign with a bull's-eye logo over the main entry. There is an identical <br />sign on the east building elevation. Additionally, Target has signage on <br />two freestanding pylon signs, one on Bristol Street and another on <br />Seventeenth Street. The pylon signs are shared with other major tenants <br />of the shopping center. The proposed second wall sign consist of a six- <br />foot diameter bull's-eye logo on the far west end of the south elevation <br />(Exhibits 3 and 4) . <br /> <br />Target is a 122,751 square foot store that was expanded and remodeled in <br />2004. Target sells general merchandise, including clothing, food, <br />electronics and housewares. Access to the store is provided from both <br />Seventeenth and Bristol Streets. A total of 502 parking spaces are <br />provided on-site. A variance for the reduction of parking spaces was <br />approved in 1993 based on the shared use concept by various retail uses <br />within the Bristol Market Place. Additionally, a variance was approved in <br />1993 to allow a can sign for the Ralph's Supermarket. <br /> <br />In the past, two sign variances were approved by the City to allow <br />secondary wall signs for Target. A variance was approved in July 2000 to <br />allow a secondary "pharmacy" sign at 3300 South Bristol Street. Another <br />variance was approved in November 2001 to allow a secondary "Garden <br />Center" sign at 1330 East Seventeenth Street. <br /> <br />Analysis of the Issues <br /> <br />The applicant is requesting a variance from Section 41-863(a) and (e) (3) <br />of the City's sign code in order to install a second wall sign that is a <br />duplication of the existing bull's-eye logo on the primary (south) <br />building elevation. <br /> <br />The City's sign code allows no more than one wall sign on each primary <br />building elevation. One wall sign, including the name "Target" and the <br />bull's-eye logo, currently exists on the south building elevation over <br />the primary entrance. An additional wall sign consisting of a 20 square <br />foot bull's-eye logo is proposed to be placed on the far west corner on <br />a tower element that proj ects approximately seven feet above the roof <br />line for this project. Due to the length of the façade, the location of <br />the additional bull's-eye logo would be approximately 290 feet from the <br />existing sign. <br /> <br />31 E-3 <br />