Elgin considers more widespread electronic signs

Elgin Fresh Market sold pineapples for 99 cents each last week, but chances are people who drove by the strip mall along McLean Boulevard weren't aware of that.

That might change if the city decides to allow businesses to have electronic signs, with the exception of downtown and in so-called "residence business districts," typically small areas with mixed use. The city council gave a preliminary "yes" vote to that at a special meeting Saturday, along with other proposed changes to the city's sign ordinance.

"It's absolutely good news," said Bob Tzotzolis, whose family owns Elgin Fresh Market. "We tried (to get electronic signs) at two different locations for 10 years under two different mayors with no success."

Advertising visible to drivers undoubtedly works, Tzotzolis said. One weekend about eight years ago, he said he experimented with A-frame, temporary outdoor signs at the Summit Street location. "I saw new faces coming in. They worked for us, but you need a permit and you can't keep them long."

Electronic signs are permitted along Randall Road, on Route 31 north of Interstate 90, and to advertise gas prices in certain places. The city recently granted a permit for an electronic sign at Elgin High School.

City staff members recommended easing the restrictions while maintaining downtown's traditional character, Corporation Counsel Bill Cogley said.

"Electronic signs have become obviously more common now that the technology is becoming more affordable," he said.

The technology also has become more sophisticated, for example, allowing for brightness to be dimmed overnight, Mayor David Kaptain said. Electronic signs are not allowed across residential properties, and that restriction would stay in place.

"In some cases this can be an improvement. It doesn't have to be 40 feet tall anymore, it can be smaller and it can change content. There are ways now that they can make it attractive, and they can even trade it off for some big ugly sign they already have."

Ula Borodzinska, who owns Martini Room on Chicago Street, said downtown business owners should be allowed to have electronic signs if restrictions are eased throughout the city.

"They would fit and they would improve downtown, it's just a matter of how well they are designed," she said. "This is the 21st century. Things are always changing, I don't see why they would not be allowed downtown."

Proposed amendments to the sign ordinance also would include allowing window signs to take up to 25 percent of the window area, up from 15 percent.

That's a welcome change, because it's been a source of complaints from business owners, Councilwoman Tish Powell said.

City officials said they plan to get input from the Elgin Area Chamber of Commerce and the Downtown Neighborhood Association of Elgin, which work closely with businesses.

The proposed changes will be examined by the planning and zoning commission, which will hold a public hearing before a final vote by the city council.

Kaptain encouraged residents to voice their thoughts at the hearing, which hasn't yet been scheduled.

"My hope is to get comments so it's not just up to nine people (on the council) making that decision," Kaptain said.