The board’s decision to grant a variance for AMC’s new Dolby sign was a focal point of the meeting. The existing signage at the AMC theater, totalling 142.5 square feet, already surpassed the permitted 48 square feet as outlined by local zoning bylaws. The request, submitted by Saxton Sign LLC on behalf of the mall, sought to add a modest 5.3 square foot sign for Dolby, capitalizing on AMC’s new contract with Dolby Laboratories. The applicant, Darren Katz, argued that the new signage would not alter the mall’s facade, given its commercial context.

During deliberations, the board scrutinized the historical context of signage variances at the site, with Planning Director Brian Zakelli providing insight into the convoluted history of previous approvals. Notably, signage for the original AMC and Lowe’s had not been subject to variance applications, complicating the current request. The board needed to consolidate existing signage under one variance, a process that stirred debate about past oversight and future compliance with zoning regulations.

Board members expressed divergent views on the implications of granting the variance. One member highlighted the minimal impact of the additional signage, emphasizing that the time for objections to existing signage had long passed. Another member noted the potential hardships for the applicant should the variance be denied, arguing that the variance would not detract from the public good nor violate the intent of the zoning bylaws. Ultimately, the board approved the variance, allowing the Dolby signage to be installed.

Parallel to the signage case, the board engaged in discussions about reforming the town’s 50-year-old signage bylaw. The outdated regulations have led to numerous variance applications, many of which could have been circumvented with a streamlined bylaw. The board aims to transition from a variance-dependent system to a special permit framework, maintaining a supermajority voting requirement while simplifying the process.

The urgency of these reforms was underscored by the looming February 20 deadline for submitting proposed changes to the town manager’s office. The revised bylaw is expected to appear on the town meeting warrant alongside a citizens’ petition about a pet daycare. This proposal seeks to tailor signage regulations to distinct zones, accommodating the unique characteristics of areas like downtown Danvers.

Public engagement is a componet of the reform process. A planning board meeting scheduled for March 24 will present the proposed bylaw changes, inviting public commentary and support. Board members were encouraged to attend or submit written statements to advocate for the changes.

In addition to signage, the board discussed other zoning bylaws in need of revision. The potential for an annual February meeting dedicated to zoning issues was proposed. This suggestion received broad support, with board members recognizing the value of a consistent schedule for bylaw reviews.

Specific zoning concerns, such as contractor yard regulations and dwelling conversions, were also identified for future agendas. The board emphasized the need for clear definitions and consistent regulations to ensure residents can easily understand and comply with zoning laws.