Council questions look of proposed Ollie’s sign

The developer of the former Mazer’s building met resistance from the city council at its April 13 meeting over a proposed sign.

Dunn Real Estate President Chris Hoyt came before the council requesting sign variances for Ollie’s Bargain Outlet, which is planning to fill 30,000 square feet of the Mazer’s building, located at 808 Green Springs Highway. The sign would be over 200 square feet in area and be composed of five separate, internally illuminated signs.

Hoyt said the sign needed to be that size because the building is set back 381 feet from the road and requires a larger sign to be visible. He noted that a monument sign advertising Ollie’s and the rest of the building tenants is being planned, but has not been finalized yet.

The council’s opposition to the sign came mainly from its aesthetics, as it includes a caricatured drawing of the founder’s face and purposefully uneven lettering. Ward 4 Place 1 Representative Barry Smith pointed out that other Ollie’s stores around the country have had more professional-looking signs.

 “We are sensitive with this area,” Ward 5 Place 2 Representative Peter Wright agreed. “We’re trying to move it forward in as professional a manner as we can.”

Council members also expressed concerns over approving five separate signs for one tenant.

Hoyt said he received the approval to remove the head from the signs, if needed. However, the council voted to carry over the agenda item until its next meeting and discuss alternative signs in the meantime.

Ollie’s is supposed to move into its space on May 15 and is scheduled for a June 15 grand opening. Renovations are being made on the entire building and warehouse area, which includes 180,000 square feet, and Hoyt said tenants are currently in negotiation for the remaining space.

Other council business included:

• Carrying over a vote on the West Homewood Development Review Committee’s operating procedures and forms to its next meeting. Citizens expressed their concerns over development in the area, including the electronic billboard and new hotels, and its possible impact on safety issues. The council also discussed adding citizen members to the committee at a future date. Ward 1 Place 1 Representative Michael Hallman wanted to remove wording about appointing and firing employees as needed from the operating procedures, and his ‘No’ vote prevented the unanimous approval the measure needed.
• Approval of pedestrian barriers in the downtown Edgewood shopping area. The city will spend up to $3,500 installing the barriers, which are made of steel, approximately three feet tall and can be removed if needed.
• Approval of 21 acorn lamps being installed along Oak Grove Road near Patriot Park. ALDOT will install and maintain the lamps for around $1,200 per month.
• Approval of a $8,972.15 grant for the fire department from the U.S. Department of Homeland Security.
• Reconsideration of a previous resolution to vacate a portion of 18th Street South for the use of the Islamic Academy of Alabama. This was due to a discrepancy in the original valuation of the property. City attorney Mike Kendrick said he had received a check from the academy for $17,700 to make up the difference, and the item was dropped.
• Setting a May 11 public hearing to consider rezoning the Southern Progress property at 2100 Lakeshore Drive from central business to institutional district for the use of Samford University.
• A public hearing was also set for May 11 to consider rezoning 2814 Linden Avenue from central business to institutional district for the use of Cathedral Church of the Advent.
• Carrying over discussion of a pavement management system.
• Carrying over consideration of changes to the city’s zoning book.
• Dropping consideration of a turn lane addition on Valley Avenue, a form-based zoning code for Reese Street and stagnant water alleviation measures on Edgewood Boulevard. The turn lane and stagnant water measures were dropped due to high estimates of the projects’ cost, and the zoning code was dropped because the council is considering a more comprehensive one.
• The planning and development committee was asked to consider conducting a central business revitalization and zoning study.
• Sending consideration of a lease on the property at 315 Oxmoor Road back to the finance committee without objection.
• Asking the finance committee to consider a franchise agreement for dark fiber Internet connections with Access Fiber Group and Crown Castle, LLC.
• Sending consideration of a business development incentive package for the Woodcrest Place area to the finance committee.
• The finance committee was also asked to consider a bid opening date for Taser electronic devices for the police department.
• Sending retail liquor and beer license requests from several restaurants to the public safety committee. These restaurants include: Machetes Mexican Restaurant at 406 West Valley Avenue Suite 104, Oxmoor Texaco at 208 Oxmoor Road, Alabama Goods at 2933 18th Street South, Neighborhood Hops and Vine at 1712 28th Avenue South and Aloft Birmingham SoHo Square at 1903 29th Avenue South.
• The public works committee was asked to consider allowing work in the right-of-way at 225 State Farm Parkway.
• The planning and development committee was asked to consider creating a medical enterprise.
• Approving amendments to the fiscal year 2014 and 2015 budgets’ general, capital and special revenue funds.
• Changing its May meeting dates to May 11 and 18 to avoid the Memorial Day holiday.

The next council meeting is Monday, April 27.