Dallas council members wary of weakening window sign ordinance – Cityhallblog.dallasnews.com

Back in 2008, the City Council decided enough was enough when it came to advertising signs cluttering store windows and facades around Dallas.

So far, the ordinance limiting how much and where signs can go on windows in commercial establishments has had some positive impact, according to its supporters on council.

That’s why there was considerable hesitation this morning when Ross Stores came before a four-member council committee and asked if City Hall couldn’t loosen up those standards so the company can use more of its window space for advertising. Essentially, Ross requested that the city amend its ordinance to allow for the top two-thirds of windows to be used for semi-translucent signs.

There would be restrictions to the exception. It would be subject to approval by the city’s board of adjustment and only available for buildings of at least 10,000 square feet located inside strip centers of at lest 25,000 square feet.

That happens to be the building profile Ross Stores uses for its dd’s discount stores.

Council member Sandy Greyson signaled she won’t support the plan.

“This is very specific to one store’s branding and marketing effort,” she said.

And Dwaine Caraway, who led the push for the 2008 ordinance, said he is on the fence about any changes to it.

“I’m only entertaining this because you all came forward to present it, and I’m trying to figure out how we can work in conjunction with the original intent of the ordinance,” he said.

A Ross representative said the company intends to make the signs semi-translucent by perforating them. The would satisfy the safety concerns over being able to see into the stores, he suggested. In fact, such signs are already up at two dd’s stores in Dallas – in apparent violation of the city ordinance.

Those signs worked against Ross today. After council members viewed a photograph of the proposed signs, the Ross spokesman offered that they are more transparent in person than the picture indicated.

Not so, council member Carolyn Davis answered.

She’s been to the dd’s store on Ferguson Road.

“I’ve seen it with my own eyes. You cannot see through it,” she said.

And with that, the committee tabled the proposal with the suggestion they will revisit it in August.