SuperTarget wants to double space for signs

Up until this year, the county's top administrators typically agreed to such requests. But that has changed.

By JAMES THORNER

© St. Petersburg Times,
published October 23, 2001

WESLEY CHAPEL -- As Pasco County considers shrinking the permissible size of signs at some new shopping centers, a SuperTarget under construction in fast growing Wesley Chapel has asked the county to more than double its sign exposure.

SuperTarget won't open the combination discount store and supermarket until about March, but parent company Dayton Hudson Corp. wants a break from county rules that limit wall signs to a total of 300 square feet.

According to its application with the county, Target would like 623.9 square feet of signs, most of the display facing the intersection of Bruce B. Downs Boulevard and County Line Road at the entrance to the Meadow Pointe neighborhood.

Target also wants permission to raise two signs higher: one on the front of the building from 6 feet to 9 feet 6 inches, and another on the side of the building from 6 feet to 7 feet.

Up until this year, the county's Development Review Committee, made up of Pasco's top administrators, typically agreed to such variance requests.

That changed in the spring. Wal-Mart supercenter, seeking a similar sign increase at its new store at Little Road and State Road 54, failed to get the sign increase it sought.

Wal-Mart appealed to the county commissioners, who, after lobbying from a group of activists called Scenic Pasco, upheld the Development Review Committee's denial.

At this morning's meeting in New Port Richey, commissioners are expected to approve a State Road 54 corridor study that suggests, in the name of beautifying the highway, smaller signs for new businesses. The study doesn't apply to Bruce B. Downs, but commissioners have the option of expanding the idea to other suburban corridors.

Pasco County Commissioner Pat Mulieri, whose district takes in Wesley Chapel, said retailers such as Target have to prove a hardship before the county can waive its sign requirements.

Target officials could not be reached for comment Monday.

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