Target seeks signage variance for new drive up feature in Peachtree City

In a recent Peachtree City Council meeting, discussions centered around a proposed signage update for the local Target store, sparking a lively debate among council members and residents. The meeting, held on December 19, 2024, highlighted the complexities of zoning regulations and community standards as the retailer seeks to enhance its visibility and customer experience.

The proposal includes a request for a variance to increase the total sign area from the permitted 54 square feet to 284 square feet for three new signs. Among these is a new drive-up sign aimed at improving wayfinding for customers and enhancing pedestrian safety around the store. Devin O'Geary, representing the applicant, emphasized that the changes are intended to facilitate smoother traffic flow and better serve the community.

However, the proposal faced opposition from local residents who voiced concerns about the need for larger signage. One resident questioned whether the signage for the Target Circle would change, expressing skepticism about the necessity of a variance when the brand is already widely recognized. Another resident echoed these sentiments, arguing that the existing signage suffices and that increasing its size could disrupt the uniform appearance established in the community.

The council's deliberation included a review of the criteria for granting sign variances, which focus on visibility issues caused by natural features or existing structures, rather than aesthetic preferences. As the public hearing concluded, the council was left to weigh the benefits of improved signage against the community's desire for consistency and restraint in visual branding.

As Peachtree City continues to grow, the outcome of this proposal may set a precedent for future signage requests, balancing commercial interests with the community's vision for its public spaces. The council's decision will be closely watched by both residents and business owners alike, as it reflects broader themes of development, identity, and community standards in this vibrant Georgia city.