The HTC Sign Advisory Committee voted on March 4, 2025, to approve new storefront signage for four businesses and to relocate the Artists Association sign as part of a remote meeting convened under Governor Baker’s March 12, 2020 executive order allowing public bodies to meet remotely.

The committee approved ASHA’s carved, double-sided hanging sign for 18 Federal Street, and approved two signs for 32 Main Street (a 12-by-18 projecting sign and an 8-by-36 wall/quarterboard replacement for the former Black Dog location). The committee gave conditional approval for a projecting sign for an upstairs Pilates and yoga business at 53 Main Street (the Hothouse proposal) and approved relocating the Artists Association quarter-board from 19 Washington Street to 8 Federal Street with conditions to remove two existing menu boxes and window signage.

Committee members said most applications met the size and mounting guidelines but pressed applicants on design and consistency with Main Street character. Paul Wolf and Mark Catone repeatedly urged applicants to align bracket heights and color palettes with adjacent signs; Kevin Kuster raised objections to adding an additional projecting sign at one Main Street entrance before ultimately supporting a revised application after applicants agreed to changes.

ASHA (18 Federal Street)
The committee voted to approve ASHA’s 22-by-22 carved and painted double-sided hanging sign to use the existing bracket. Members discussed the sign’s light-blue background and carved white edging; Mark Catone noted the building’s existing bracket lighting has been present since at least February 2008 but said the committee does not typically approve lighting simply because it currently exists. The motion to approve the application as submitted passed on a roll-call vote (ayes recorded for Kevin Kuster, Paul Wolf, Mark Catone, and Chair Chris Young).

Dowan (32 Main Street)
Committee members reviewed two replacement signs for the space formerly occupied by Black Dog: a 12-by-18 projecting sign and an 8-by-36 wall/quarterboard sign. The applicant said both signs would be carved and painted in “Essex green” with a cream border and lettering. Commissioners raised minor clarifications about the smaller sign’s dimensions and noted the applicant is separately seeking Historic Commission review to change building trim to match the proposed palette. The committee approved both the projecting and wall signs by roll-call vote (ayes recorded for Paul Wolf, Kevin Kuster, Mark Catone, and Chair Chris Young).

53 Main Street — projecting sign for upstairs studio (Hothouse)
The committee spent the longest on the projecting sign for a new second-floor Pilates and yoga studio. Commissioners questioned bracket alignment with adjacent Congdon and Coleman signage, the sign’s contemporary typography and color palette, and the appropriateness of adding a third projecting sign at that building entrance. Business owner Deborah Kessler said, "it is a first year business ... it is super important for us to have some visible sign that people are better aware." Commissioners proposed lowering the bracket to align with adjacent projecting signs, switching to a more traditional palette (members suggested black and cream), reducing logo dominance so the typography conforms with the committee’s 15% guidance, and considering a heavier, more traditional font or serifs.

After discussing revisions and hearing that the applicant was willing to make the changes, the committee approved the application with the requested adjustments. The roll-call vote recorded ayes from Mark Catone, Paul Wolf, Kevin Kuster, and Chair Chris Young. The committee directed the applicant to return if the sign design does not reflect the agreed changes or if further departures from the discussed palette and bracket height are requested.

Artists Association (relocation to 8 Federal Street)
Francine Balling and Tracy Sears presented the Artists Association’s request to relocate its existing quarter-board sign from 19 Washington Street to 8 Federal Street. The association said it plans to remove the bracket and hanging sign currently used by the prior occupant and is not proposing lighting. The committee discussed placement and recommended locating the quarter-board on the shingle face below the two upstairs windows (rather than on the small trim above the door) so the sign fits architecturally. Members also asked that the applicant remove two existing menu boxes and any nonconforming window signage at the new location. The motion to approve the relocation with those conditions passed by roll call (ayes recorded for Kevin Kuster, Paul Wolf, Mark Catone, and Chair Chris Young).

Administrative items and enforcement
The committee approved minutes from July 23, 2024, and February 18, 2025; one member (Kevin Kuster) abstained from the vote on grounds of absence for one of the meetings. Staff reported no new enforcement updates and said she had not yet received a response from DCR regarding state signage; commissioners asked staff to follow up.

The committee adjourned after completing new business.

Ending — next steps
Applicants granted conditional approval for design changes were instructed to update submitted graphics to reflect the agreed palette, bracket height, and typography adjustments and to resubmit where the committee requested a follow-up review. Staff will post final decisions and application materials on the Town’s website and follow up with the state agency where noted.