After initial concerns about a regarding a variance request for a larger pylon sign than allowed by city ordinance in November, the Conroe City Council revisited the issue last week and approved a modified request for a large furniture chain.
During a Nov. 12 meeting, American Furniture Warehouse officials requested the variance due to the company’s “challenged retail landscape” for is new store on Interstate 45 south near River Plantation Drive.
In a letter to the Director of Capital Projects and Transportation Tommy Woolley, the general manager for American Furniture Warehouse Nolan Morrison noted the proper signage is critical for the store’s success.
“The value an importance of adequate signage is a fundamental component of our business as it allows us to appropriately promote our brand to customers, which continues to be challenging to accomplish in today’s segmented advertising world,” Morrison wrote regarding its $60 million development in Conroe.
Woolley agrees the location is unique.
“This is a unique situation where the land is, it is lower than the freeway,” Woolley said. “The freeway is elevated there at River Plantation.”
Morrison told council during its Dec. 9 workshop, the company’s locations in Katy and Webster both have similar signs.
“It is little things like this that do make a difference,” he said. “Advertising today is getting incredibly hard.”
Morrison originally requested a large pylon sign with a height of 60 feet, city ordinance only permits 42; increasing the sign area to 700 square feet rather than 225 square feet and a LED display area of 200 square feet which is larger than the 150 square feet as permitted by city ordinance.
However, the council agreed to the 60-foot height but with a reduced sign square footage of 600 square feet and the LED display slightly smaller at 187 square feet.
In March 2018, the city council approved 380 agreement approving the deal with American Furniture Warehouse.
The agreement allows AFW to earn sales tax rebates up to $6 million over 16 years once the store opens. During a previous council meeting City Attorney Marc Winberry said the rebates kicking in after the company hits $75 million in sales. The city will retain the first $29,167 if sales tax collected each month and AFW will receive a rebate of 36 percent of the remaining monthly collections.
cdominguez@hcnonline.com
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December 15, 2020 at 02:00AM
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Conroe bends on sign variance for new furniture store - Houston Chronicle
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