Planning board recommends special-use permit for American Legion electronic sign at 749 Milwaukee Ave.
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Summary
The Village of Gurnee Planning and Zoning Board on Aug. 20 recommended that the village board approve a special-use permit to replace four existing signs with a single electronic message center monument sign for American Legion Post 771 at 749 Milwaukee Avenue, imposing brightness, animation and hours-of-operation restrictions.
The Village of Gurnee Planning and Zoning Board on Wednesday recommended that the village board approve a special-use permit to install an electronic message center monument sign at 749 Milwaukee Avenue for American Legion Post 771.
Planning staff described the proposal as a complete overhaul that would remove four existing signs and replace the corner two‑post sign with one monument-style electronic message center. The electronic display area would be 14 square feet, under the 50-square-foot maximum allowed in the C-2 Community Commercial District, and the sign structure is proposed at about 12 feet high to accommodate floodplain requirements.
The board’s recommendation includes multiple conditions: no portion of the image may flash, scroll, twirl, change color or otherwise imitate movement; the sign must have an automatic dimmer and photocell to adjust brightness; bright white backgrounds are prohibited; each electronic image must remain on-screen a minimum of 30 seconds; the sign shall be turned off between midnight and 6 a.m.; minimum character height is six inches; transitions must be instantaneous; the entire message must fit on one screen; and the electronic display must achieve an 8‑millimeter resolution.
Matt Lasky, who identified himself as a representative of North Shore Sign and said his company will build and install the new sign, testified at the public hearing. A planning staff member said the proposal “looks like a pretty good cleanup” and noted staff and floodplain requirements prompted design changes, including an open base rather than a full monument base and elevating the electronic portion so the bottom of the Legion wording would sit above the local flood protection elevation.
The board voted to recommend approval; the recommendation will go to the village board, which will make the final decision.
The recommendation imposes operational and technical limits intended to address visibility, light and public-safety concerns and to comply with local floodplain rules. Staff will notify the petitioner when the village board schedules the item for consideration.