By Thane Grauel
WESTPORT — Amazon will have to make a “Fresh” attempt to win approval for a sign on its new supermarket planned on Post Road East after a second town board turned down its proposal Tuesday.
The retail behemoth, which plans to open an Amazon Fresh supermarket in the Post Plaza, 1076 Post Road, was seeking a waiver from the Zoning Board of Appeals to allow a logo sign that would rise higher than permitted by town regulations.
The proposed sign would be 2 feet, 9 inches higher than the 22-foot-high limit.
The ZBA unanimously denied issuing the variance by a 5-0 vote.
In January, the Architectural Review Board also rejected the sign proposed for the market.
In addition to the planned Amazon Fresh supermarket, Amazon operates a Whole Foods market on Post Road West.
Sign is the right size, wrong height
Garry Potts of Professional Permits, an Indiana-based sign and banner firm, appeared on behalf of the landlord, Post Plaza LLL, which is leasing the old Barnes & Noble space to Amazon.
Amazon’s proposed 73-square-foot sign — featuring the words “amazon fresh” stacked above the corporate “smile” logo — is actually smaller than regulations would allow.
“It’s important to note the size of the sign does meet code, it’s simply the height of the sign that we’re requesting a variance from,” Potts said.
“The importance of the sign is to have wayfinding,” Potts said.
“In wayfinding we mean we are a new business and need to have visibility for our sign,” he added. “Clients and potential customers are going to drive by and notice there is an Amazon Fresh there and our hope is that they will elect to come in and try out our grocery store.”
He noted that the storefront does not face the main road, Post Road East, and that there is no multi-tenant sign at the main Post Plaza entrance, as most shopping centers have.
Where is the hardship?
A few neighbors, who joined the ZBA’s Zoom meeting, again expressed concerns about the project’s appearance, traffic on nearby Church Street and the possibility of the sign and lighting spilling into the neighborhood.
Some board members suggested elements of the sign be displayed via a linear design, rather than stacked atop each other.
“We’re telling you we don’t see a hardship for it,” ZBA Chairman James Ezzes told the applicant.
Ezzes also asked Deputy Zoning Director Michelle Perillie if a multi-tenant sign would be allowed at the shopping center. She said yes.
Art Schoeller, president of the Greens Farms Association, said the neighborhood group objects to the application. He said it doesn’t make the case for a hardship required to grant Amazon a variance.
“Meaning, here’s a sign that complies. Here’s a sign that doesn’t,” Schoeller said of the Amazon application.
Karen Kramer there are many places to put signs that might comply with regulations.
“Why are they trying to push us, so that they break our rules when they come to our town?” she asked. “People will come to Amazon, you don’t need to make the sign bigger than it is. You don’t need to break our rules …”
Good for the ZBA and its Chair Jim Ezzes. Also thanks to the ARB, but unfortunately the ARB has no power other than to make recommendations. It is almost unbelievable that Amazon and its consultants would seek a sign variance. Signage that is modest and stylish, as well as limited in numbers, is fundamental to the attractiveness of all commercial areas, especially Westport. The idea of Amazon’s consultant suggesting that the sign is needed because Amazon is new to Westport and the sign is part of the mantra of “wayfinding” is an insult to the intelligence of all. Finally, I wonder if Fresh Market has a basis to object to the manner in which the words on the Amazon sign are presented.
Thank you ZBA, thank you HDC.
Don Bergmann
The arrow is the answer…just move it up over ‘fresh’ and it will be pointing directly at the entrance to the store. That way it serves with good intentions followed by actions to support it. Wins all around ?