ZBA refuses to 'sign off' on CVS request

CVS just wants to be seen.

But the Zoning Board of Adjustment didn’t seem to think that would be a problem — even without a second wall sign. The board voted unanimously at its Thursday, June 14 meeting to deny a variance request from the drug-store chain that would have allowed it to place a second 32-square-foot wall sign, facing Bay Isles Parkway, at its new store.

The application for the variance described the site’s lack of visibility: “The trees and shrubbery associated with the site create a visual blockage resulting in site identification hardship. Site identification is of principle importance for this CVS location because of the seasonal population and year-round tourism.”

Patricia Ortiz, of West Central Florida Permits, spoke on behalf of CVS and said that the drug store would get space on a 42-square-foot freestanding multi-tenant sign. But that sign will bear the signature green color of Publix, the Avenue of the Flowers property owner and a competing business that sells many of the same products as CVS.

But Town Planner Steve Schield told the board that few variances have been granted to allow departures from the sign code. The only instances Shield recalled involved historic signs for the Colony Beach & Tennis Resort and the former Buccaneer Inn, with the exception of one case in which a height variance was granted due to a conflict with a nearby commercial sign. Town staff recommendations were against the departure from precedence in a memo to board members.

Schield also said that neither Publix nor CVS would be significantly visible from Gulf of Mexico Drive. Both stores will be more visible from Bay Isles Parkway, he said.

Former Mayor George Spoll, who spoke as vice president of the Bay Isles Association, objected to the placement of the sign, describing the low-impact concept for the shopping center created by its original developer, Arvida.

“The CVS, to the community that I live in, is in your face,” he said.

Board members weren’t convinced that the extra sign was necessary.

“I’m persuaded by the staff report and not persuaded that the signage would significantly enhance the business potential for CVS,” board member Lee Riley said.

“I think you can find the CVS almost blindfolded,” member Thomas Bijou said.

Riley made a motion to deny the variance request, which passed 4-0. Board member Gaele Barthold was not present at the meeting.

CVS is scheduled to open its new store in September and demolish the existing store, which remains open, in October.