The Comm Forcer application centered on concerns about the proposed sign’s modern and potentially industrial appearance conflicting with the building’s aesthetic. The sign company representative assured that the new sign would not project light beyond the property line and would be brightest at dusk. As council members debated the aesthetics and lighting, public input was sought.

In parallel, the council scrutinized an application by Leal, a new entrant in the grocery store market, seeking signage solutions at the Marketplace on East Hanover Avenue. The proposed plan included a building-mounted sign, two double-sided banner signs, and several variances and deviations from the Redevelopment plan. Specifics such as the number of temporary banners, the size and location of wall signs, and the introduction of a monument sign for Leal were all points of contention.

Leal’s application raised questions about the temporary nature of the banner signs, their content, and the consent from the current landlord. Moreover, the council considered the implications of allowing 38 temporary banners on 19 light poles for six months when the ordinance typically permits one temporary sign for four weeks. The council members were divided on the necessity and visual impact of the signage, with some in favor of supporting the store’s success while others sought further clarification on the number and duration of the signage.

The proposed monument sign was a particular topic of debate, with council members examining the precedent it might set within the marketplace, the size of existing monument signs, and their compliance with the Redevelopment plan. The discussion also addressed potential “sign pollution” and the visibility of other businesses’ signs.

Another important topic was the condition and maintenance of landscaping at the Morris Marketplace property, with discussions on the responsibility for upkeep and the impact of banners on the visual environment. The council weighed the benefits of attracting and retaining customers through additional signage against the potential for visual clutter and the importance of maintaining the area’s aesthetic appeal.