Drivers going down River Road will see a new sign soon. The Planning Board approved Trader Joe’s application to install an illuminated 31-square foot sign July 28.
Trader Joe’s currently has two signs. One faces the rest of the shopping center at 725 River Road. The other faces the Hudson River.
"Unlike some other businesses, its rear wall faces River Road and it’s hard to get business without people seeing a sign," said Carl Paparella, an attorney representing the store.
Paparella said the proposed sign fits in with other businesses on River Road and wouldn’t create an "adverse change in the community." The illuminated sign will not flash or have any exposed neon lights that could distract drivers.
Paparella said the store applied for the variance so that a a third sign could be installed. A sign could have been placed on the rear wall when the store was built but the original planners chose to place the signs at the other locations.
"They only advertise within the center," he said.
John Candelmo, acting chairman of the board that night, said that when the site plan for Trader Joe’s was approved it only asked for two signs. Board member Iris Borman said they discussed putting a sign on the rear wall facing River Road but the applicant didn’t ask for it so she wanted to know what changed since then.
Paparella said the Trader Joe’s headquarters didn’t think business at the Edgewater location was doing as well as it could. Board member Peter Philomey said residents in he borough know Trader Joe’s is there.
"But if you think a sign makes a difference we’ll be open to that," Philomey said. "But it is well known."
Borman questioned how the proposed sign compares with other signs in the borough, especially since the setback from River Road for Trader Joe’s isn’t as far as some other businesses. Candelmo, the borough’s construction code official, said the borough’s ordinance allows signs up to 32 square feet in area.
The board asked how late the sign would be illuminated. Paparella said Trader Joe’s is open to whatever restrictions the board wants. Candelmo said businesses usually have to turn the lights off an hour after closing.
Residents expressed concern when Trader Joe’s first applied to construct the store. They did not want the store to set a precedent that would allow large, illuminated sings to be constructed on River Road.
After discussion was complete, Philomey motioned to approval the request, with the conditions that the light is turned off an hour after closing and that the banners currently hung on the rear wall be taken down.
The application was unanimously approved.
