City staff rejects controversial LED sign proposal for downtown
October 18, 2024 | Columbia City, Richland County, South Carolina
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In a recent government meeting, discussions centered around a proposal for the installation of two large LED signs on the Optus Bank building located at 1501 Gervais Street. The applicant seeks to install 10-foot by 8-foot LED signs on the building's Bull and Gervais Street elevations, a move that has raised concerns among city staff regarding compliance with existing design guidelines.
City staff highlighted that previous approvals for the building's signage had specified the placement of LED signs between the first and second floors, aligning with the city center's design guidelines aimed at maintaining a pedestrian-friendly environment. Staff expressed that the proposed signage, which resembles large billboard-style displays, could detract from the character of downtown Columbia, where signage is intended to be more subtle and integrated with the architecture.
The guidelines emphasize that signs should be located where architectural features suggest appropriate placement, typically above the ground floor. Staff noted that allowing the proposed signage in its current form would set a concerning precedent for future developments in the area. They recommended that any approved LED signs should be scaled down and positioned closer to the ground to better fit the pedestrian-oriented design ethos of the city center.
During the meeting, representatives from Signs Limited, including Mike Patnaude and Susan Beeler, defended the proposal, arguing that the signage had been scaled back from the maximum allowable size and was designed to fit the building's architectural features. They pointed out that the location of the signs was chosen to enhance visibility for both pedestrians and motorists, given the high traffic in the area.
Despite the applicant's arguments, city staff maintained their recommendation for denial, citing that the proposed signage does not align with the established design guidelines and could undermine the visual continuity of the downtown area. The outcome of this proposal remains pending as further discussions and evaluations are expected.
City staff highlighted that previous approvals for the building's signage had specified the placement of LED signs between the first and second floors, aligning with the city center's design guidelines aimed at maintaining a pedestrian-friendly environment. Staff expressed that the proposed signage, which resembles large billboard-style displays, could detract from the character of downtown Columbia, where signage is intended to be more subtle and integrated with the architecture.
The guidelines emphasize that signs should be located where architectural features suggest appropriate placement, typically above the ground floor. Staff noted that allowing the proposed signage in its current form would set a concerning precedent for future developments in the area. They recommended that any approved LED signs should be scaled down and positioned closer to the ground to better fit the pedestrian-oriented design ethos of the city center.
During the meeting, representatives from Signs Limited, including Mike Patnaude and Susan Beeler, defended the proposal, arguing that the signage had been scaled back from the maximum allowable size and was designed to fit the building's architectural features. They pointed out that the location of the signs was chosen to enhance visibility for both pedestrians and motorists, given the high traffic in the area.
Despite the applicant's arguments, city staff maintained their recommendation for denial, citing that the proposed signage does not align with the established design guidelines and could undermine the visual continuity of the downtown area. The outcome of this proposal remains pending as further discussions and evaluations are expected.
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