City of Salem Massachusetts
Public Meeting Minutes
Board or Committee: Design Review Board, Regular Meeting
Date and Time: Wednesday August 24, 2011 at 6:00 pm
Meeting Location: Third Floor Conference Room, 120 Washington Street
Members Present: Chairperson Paul Durand, Ernest DeMaio, David Jaquith, Glenn Kennedy, Helen Sides
Members Absent: Michael Blier
Others Present: Economic Development Manager Tom Daniel
Recorder: Tom Daniel
Chairperson Paul Durand calls the meeting to order.
Urban Renewal Area Projects under Review
Tom Daniel provides an overview of the A-frame ordinance.
- 38 Front Street (the beehive): Discussion of proposed portable sign and
- 40 Front Street (Roost): Discussion of proposed portable sign
Jamie Metsch is present on behalf of the beehive and Roost. The board reviews a submission that includes a letter, plan, and photos.
Metsch states the sign is the same as Roost just a different color. It is not meant to be a match to the existing sign. It shows specials (like a restaurant) on one side and has a fun message on the other side.
Glenn Kennedy confirms the trim color on one is red and the other is green and states he likes the colors.
Metcsh explains red for is for the playful fun store, and the muted green is for the antiques/architectural store.
Ernest DeMaio notes the signs are meant to be weighted and suggests securing the wheels when/if needed.
Kennedy states he is fundamentally against this ordinance, but with that said, he is looking for use of materials, creativity, how they look and are organized. He states these signs have a good use of materials and look like old windows. The type and typography are done well. It is not too garish and done well.
Paul Durand states he likes the signs very much and agrees with Kennedy. With a sea of portable signs, there is a sea of clutter. There was a need, and that’s why the Council adopted the ordinance. The sign is very nice.
Jaquith: Motion to approve the beehive and Roost as presented, with comment about locking the wheels when needed, seconded by Sides. Passes 5-0.
- 203 Essex Street (The Broom Closet): Discussion of proposed signage
Durand recues himself and leaves the room.
Jeanne Garrahan and Lillee Chapman are present on behalf of The Broom Closet. The board reviews a submission that includes a letter, plan, and photos.
Garrahan states she wasn’t certain about the location of the portable sign.
The board discusses the location options.
Kennedy is concerned about the sign being too far out.
DeMaio suggests putting it in the recessed portion of the entry.
DeMaio notes there are two sets of fonts: one on blade sign and one on A-frame sign.
Garrahan explains they were produced at different times, and she doesn’t have access to the older artwork.
DeMaio notes they are trying to manage visual clutter and the two fonts create more clutter. Having the signs match would make them work together.
Chapman states they could change the font on the A-frame to be something more similar.
Kennedy states there are lots of different fonts, and it would be good to have consistency.
Chapman states they could match fonts to simplify it.
Kennedy notes that would help manage the visual clutter and states he is willing to look at the sign and the location.
Kennedy: Motion to approve hanging sign, and to revisit A-frame sign design typography and location with recommendation to Tom Daniel, second by DeMaio. Passes 4-0.
Durand rejoins the meeting.
- 60 Washington Street (Ben & Jerry’s) : Discussion of proposed portable sign
Susan Hull is present on behalf of Ben & Jerry’s. The board reviews a submission that includes a letter, plan, and photos.
Hull describes the sign as conveying a down-home funky feel. They just put the newest flavor on the sign and don’t change it much. It is pretty much the same message all the time.
Sides states the Ben & Jerry’s logo is so familiar, it’s confusing to her to have it handwritten.
Hull states they don’t have a blade sign, and folks come in thinking they’re at Dunkin’ Donuts or the Hot Dog place. The A-frame is to let them know this is Ben & Jerry’s.
Sides thinks if they put the Ben & Jerry’s logo on the sign, this would be clearer to people.
DeMaio notes there are nice graphics in the store and Ben & Jerry’s is known. He suggests using some of the standard graphics to make the sign stronger and tie in with the store.
Hull explains they are going for an ad-hoc attitude.
Kennedy notes that doesn’t have to change. Ad-hoc makes sense, and they could have a stronger graphic.
Hull suggests taping a printed Ben & Jerry’s on the top and then have the board with flavors written beneath it.
Jaquith doesn’t like idea of having it taped on it.
Kennedy states it could be a sticker decal with logo and then the message below it. This would tie the brand together and make it more cohesive.
Hull agrees they could use a stick-on decal.
DeMio: Motion to add to the sign a Ben & Jerry’s standard logo permanently affixed to the frame and to allow the frame to be the changeable handwritten sign below, seconded by Sides. Passes 5-0.
- 2 East India Square (Thai Place): Discussion of proposed portable sign
Jenny Nualpring is present on behalf of Thai Place. The board reviews a submission that includes a letter, plan, and photos.
Daniel explains the proposed location may need to change.
DeMaio asks about mall tenants having an A-frames.
Daniel explains that the ordinance allows tenants sharing an entrance to share an A-frame. The Essex Street entrance to the mall will be allowed two A-frame signs.
Sides suggests a solution would be for the landlord to create a tenant directory.
DeMaio states he has a hard time accepting the A-frame on Essex Street for a tenant that has so much frontage on Church Street already. However, NY Deli doesn’t have any frontage.
Daniel agrees it makes sense to have a directory.
Sides agrees with frontage on Church Street, but there’s a lot of traffic on Essex and Jenny is trying to draw those customers.
Nualpring states there isn’t much traffic on Church Street. She explains that with Thai food, you need to educate the tourists that it is not too spicy and not too expensive. She has survived for ten years because of this sign.
Sides explains the sign may need to change in the future.
Durand states the location needs to be moved to the north and east by the column. Push it more under the mall entry sign to get it out of the way of the people and the street.
Jaquith agrees it is a neater location.
Kennedy states there is so much information on the sign. There are many messages and so much stuff going on—shapes, boxes, pictures. There is so much clutter and seven messages on the same space.
Sides suggests working with a signage person to explain what the expectations are. There is so much information on this sign. There doesn’t need to be the photos in the corner. She doesn’t think the sign needs to show food—just the name and that it is in the mall.
Nualpring states it is important to note there is a cheap lunch special so tourists know there is a reasonably priced option.
Jaquith: Motion to continue to the next hearing in September, seconded by Kennedy. Passes 6-0.
- 8 Central Street (Salem Trolley): Discussion of proposed portable sign
Tammy Harrington is present on behalf of the Salem Trolley. The board reviews a submission that includes a letter, plan, and photos.
Daniel states the clearance is fine.
Kennedy likes the sign and that it feels good. He notes the frame detracts from the sign. If it were on a simpler A-frame it would be right on.
Harrington states it is a standard sign frame with sign on it.
Kennedy explains the frame creates a distraction from the nice and clean sign.
Sides agrees the frame makes it look junky.
DeMaio agrees with Kennedy and Sides. He doesn’t object with the existing sign enough to recommend replacing it.
Kennedy: Motion to approve as submitted, seconded by Jaquith. Passes 5-0.
- 7½ Church Street (Coldwell Banker): Discussion of proposed portable sign
Christopher Polak is present on behalf of Coldwell Banker. The board reviews a submission that includes a letter, plan, and photos.
Kennedy states the sign doesn’t seem necessary.
Durand states he sees lots of photos and doesn’t understand why they need a sign.
Polak explains they see more people stopping to look in the window when they have the A-frmae sign out.
Sides states the Coldwell Banker logo is well recognized and that this is tacky compared to the standard Coldwell Banker sign.
Jaquith notes there is too much information on it.
Durand suggests a blade sign as a more sophisticated approach.
Kennedy asks about the purpose of the A-frame sign. Is it taking the place of a blade sign? There’s a lot of information on the sign. Do people stop to read the A-frame or to look in the window? He suggests there be fewer boxes on the sign and notes there are six layers before seeing Coldwell Banker. He suggests stripping out the frames and notes there is clutter in the type and clutter in the boxes in layers.
Kennedy: Motion to continue, revise to be simpler and cleaned up, seconded by Sides. Passes 5-0.
- 133 Washington Street (Caffe Graziani): Discussion of proposed portable sign
Paula Graziani is present on behalf of Caffe Graziani. The board reviews a submission that includes a letter, plan, and photos.
Jaquith states he doesn’t like arrow with air conditioning.
Kennedy states he likes the sign except for the arrow with the air conditioning. He suggests adjusting the Italian, French, German to make a little more space.
Jaquith reiterates that the arrow should be removed.
DeMaio asks about the location of the sign near Old Town Hall. He understands why it is there but suggests it could be in the recessed area. It is in a zone where people move very freely. It could shift 5-10’ and still be as visible.
Durand states he likes the sign and that the arrow with the air conditioner is okay.
Sides states she likes the sign the way it is.
Durand suggests splitting the difference on the location by Old Town Hall and putting it on the corner. It would not be recessed but in the space that opens up.
Durand: Motion to approve as presented with revised location in back, seconded by Sides. Passes 5-0.
- 246 Essex Street (Hex): Discussion of proposed portable sign
No one is present on behalf of Hex. The board reviews a submission that includes a letter, plan, and photos.
DeMaio asks for clarification about the dimension on the Anthony Bruno sign.
Daniel explains the error.
Sides: Move to approve as presented, seconded by Jaquith. Passes 5-0.
- 213 Essex Street (The Magic Parlor): Discussion of proposed portable sign
Sharon and Frank Fagley are present on behalf of The Magic Parlor. The board reviews a submission that includes a letter, plan, and photos.
Jaquith states he doesn’t see a problem.
Sides states it is simple and looks good.
Durand: Motion to approve, seconded by Kennedy. Passes 5-0.
- 144 Washington Street (The Urbane Cyclist): Discussion of proposed portable sign
Clara Gordon is present on behalf of The Urbane Cyclist. The board reviews a submission that includes a letter, plan, and photos.
Gordon explains their sign is similar to Roost’s—it notes services they offer. They would change the message occasionally.
Jaquith states he doesn’t see the need for a masthead in this instance—the sign is simple enough.
Sides: Motion to approve, seconded by DeMaio second. Passes 5-0.
- 226 Essex Street (Coon’s Card & Gift Shop): Discussion of proposed portable sign
Karen Caccavaro is present on behalf of Coon’s. The board reviews a submission that includes a letter, plan, and photos.
Daniel notes there are compliance issues with the building signage. These will be addressed at the September meeting.
Sides states she likes the simplicity of the top part. She wonders if everything else needs to be stated.
Kennedy agrees the top is good and is clear. There is a multitude of fonts, and Karen should pick one and let that be the font. The brand gets lost in all of the fonts. The smaller white font is easier to read. He suggests using one font for “T-shirts” to the bottom—possibly Humanist 777 or Geometric 415.
Kennedy: Motion to approve with single font for everything below “your one-stop” and using one color, seconded by Sides. Passes 5-0.
- 99 Washington Street (Penelope’s Pet Boutique): Discussion of proposed portable sign
Karen Caccavaro is present on behalf of Penelope’s. The board reviews a submission that includes a letter, plan, and photos.
Daniel notes there are compliance issues with the window decal signage. These will be addressed at the September meeting.
Sides states the proposal looks fine.
Kennedy notes that even with everything going on, it’s simple enough.
DeMaio asks why the font is different on the A-frame and on the window.
Caccavaro states the sign woman couldn’t find the curls for the A-frame.
DeMaio: Motion to approve as submitted with comment that if the business name could be done in a matching font, that would be great, seconded by Sides. Passes 5-0.
- 3 Central Street (Modern Millie): Discussion of proposed signage
Christine Robidoux is present on behalf of Modern Millie. The board reviews a submission that includes a letter, plan, and photos.
Daniel states the proposal is to relocate an existing blade sign and A-frame sign to the new location on Central Street.
Sides states she likes both very much.
Jaquith agrees.
Robidoux explains she would like to locate the A-frame in the planting bed and add to the plantings. She asks if that location could be approved.
Jaquith: Motion to approve the hanging sign and the A-frame at new location in the planting bed, seconded by DeMaio. Passes 5-0.
- 140 Washington Street (New England Soup Factory of Salem): Discussion of proposed portable sign
Milind Divadkar is present on behalf of New England Soup Factory. The board reviews a submission that includes a letter, plan, and photos.
Sides: Motion to approve as submitted, seconded by DeMaio. Passes 5-0.
- 7 Church Street (Daily Bagel Café): Discussion of proposed portable sign
Edward Infantino is present on behalf of Daily Bagel Café. The board reviews a submission that includes a letter, plan, and photos.
Daniel notes there are compliance issues with the window decal signage. These will be addressed at the September meeting.
Daniel clarifies the proposed location of the A-frame sign. It will be by the entrance to the business not by the service door on Church Street.
Sides: Motion to approve in the new location, seconded by Kennedy. Passes 5-0.
- 207 Washington Street (Living Well): Discussion of proposed portable sign
Maureen Bankson is present on behalf of Living Well. The board reviews a submission that includes a letter, plan, and photos.
Daniel explains Living Well had proposed a second sign to be out on the sidewalk along Washington Street. This sign cannot be permitted and is not before the board tonight.
Bankson explains there are different panels and they all have the top logo on them.
Sides states she thinks they are fine.
Kennedy notes that somewhere he is losing consistency. He suggests putting the chalkboard inside the purple frame so it has the same framework.
Maureen clarifies that only one panel is out at any time.
Kennedy: Motion to approve as submitted, seconded by Jaquith. Passes 5-0.
- 185-189 Essex Street (Pamplemousse): Discussion of proposed portable sign
Diane Manahan is present on behalf of Pamplemousse. The board reviews a submission that includes a letter, plan, and photos.
Kennedy: Motion to approve as submitted, seconded by Jaquith. Passes 5-0.
- 173 Essex Street (Witch Tees): Discussion of proposed portable sign
Tom Reddy is present on behalf of Witch Tees. The board reviews a submission that includes a letter, plan, and photos.
Sides states it looks fine.
Kennedy states it could be more classic. A black frame would be better.
Sides: Motion to approve, seconded by Kennedy. Passes 5-0.
- 239 Washington Street (Salem Ink Tattoo): Discussion of proposed signage
Andrea DeMarchi is present on behalf of Salem Ink Tattoo. The board reviews a submission that includes photos.
Sides asks if the sign will be centered in the vertical space.
DeMarchi responds yes.
Kennedy asks if the whole box is coming down or just the panel.
Daniel explains the box is coming down.
Kennedy states she needs to tighten the lines together.
DeMarchi responds, “salem ink” is the name and “tattoo” is what they do.
Kennedy suggests making “tattoo” a different font or smaller. As is, looks like a mistake.
Sides Motion to approve with the condition that the leading be tightened, seconded by Durand. Passes 5-0.
Minutes
Approval of the minutes from the July 27, 2011 regular meeting.
DeMaio notes on page 2 there is a missing “i” in “indicated”.
Jaqutih: Motion to accept as corrected, seconded by DeMaio. Passes 3-0.
Adjournment
Kennedy: Motion to adjourn, seconded by Jaquith. Passes 5-0.
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