Lake Zurich considers allowing Lady Liberty to hawk tax service
Lake Zurich village officials say they'll consider a request from a local tax preparation service to amend the village code to allow for human advertisement.
Liberty Tax Service has clashed with the village over its use of employees dressed as the Statue of Liberty to wave to passing motorists to promote the business. Liberty Tax has received three field correction notices from the village, and, on Saturday, a police officer asked the costumed employee to remain inside.
"It's our No. 1 marketing technique. It's the best marketing technique with all the Liberty Taxes." said Amoret Gries, who along with her husband, Patrick, owns the franchise at 492 S. Rand Road. "Their job is to raise awareness that this business is available in Lake Zurich. We do a guerrilla marketing technique. That's what makes our business."
Gries said she's laid off three employees who dressed at Lady Liberty because of the village restrictions, and is trying to get those employees jobs at other franchises. She is worried about the survival of her business, and said she won't return to Lake Zurich for tax season next year if the ordinance is not changed.
At issue is Lake Zurich's municipal code, which prohibits the use of human advertisement within its boundaries.
"Within the framework of the village code, unless the board authorizes some change to it, I can't grant the waiver," said Dan Peterson, director of the villages Building and Zoning department. "Because our sign code is specific, if it's not on the specific permitted list, then it's prohibited and there is no way to go around it."
Portable moving signs, which a waving employee could be considered, are specifically prohibited in the village code, Peterson said. The application for a temporary sign permit specifically indicates using human signs is prohibited, he added.
The business has faced similar problems in McHenry, and officials in Fox River Grove are deciding whether to prohibit human signs in their village, as a result of a similar marketing campaign.
Trustees there are worried that the waving Lady Liberty, stationed on Northwest Highway, is distracting and a safety threat to passing motorists. They are expected to take action on a proposed human sign ordinance sometime in April.
In Lake Zurich, village board action could come as early as the April 5 meeting. If the change is made, Gries could use wavers for the remaining 10 days before the tax deadline.
"I am for the village supporting the marketing of the business. We need to work with local businesses and continue those efforts to make sure they can market their services," Trustee Jonathan Sprawka said. "I honk and wave."