Gurnee eases restrictions on temporary signs

Gurnee village board members on Monday cut some slack to a business community that wants to use as many tools as possible to generate sales.

Village trustees agreed to enact a temporary moratorium on enforcement of a 14-day limit on temporary signs businesses use to promote sales or specials.

The limit on banners and other temporary signs was put in place in an effort to make Gurnee aesthetically pleasing.

But with the recession causing some businesses to restrict spending on more conventional advertising, Gurnee Mayor Kristina Kovarik said, many want to use banners and other signs for more than the allowed two weeks to try and lure potential customers.

Kovarik said she consulted the Gurnee Chamber of Commerce before village officials decided easing the sign restrictions for 90 days would help businesses. She said a decision whether to continue the program will be discussed in early November.

"At least we're trying to do something," Kovarik said at Monday's meeting.

Brad Jenks, the Gurnee chamber's chairman and owner of Star Capital Management, applauded the village's action.

Jenks said he heard from businesses hoping to make more use of signs near streets, including one restaurateur who wants to tout "economic stimulus" specials.

"Businesses are looking for any way they can to scrape and claw for whatever revenue they can," Jenks said.

Community Development Director David Ziegler said businesses must gain village approval for the temporary signs and pay a fee. He also said the signs must be on private property.

Gurnee village government has long had a reputation for being tough when it comes to signs.

For example, the village board enacted a 300-day moratorium on construction of any signs taller than 15 feet in commercial and industrial districts in 2007. That move came during a time when Gurnee was redoing its sign ordinances.

In 2003, ex-community development director Dudley Onderdonk tried to lead an effort to eliminate billboards from the village. Also in 2003, some Gurnee officials raised concerns about signs hanging in a bank atrium.