Testimony before the Loudoun County Planning Commission
Loudoun County Government Center
June 3, 2010

 

Re: Proposed amendments to Loudoun County’s commercial signage regulations

Ralph Buona, Chairman
Loudoun County Chamber of Commerce

 

 

Good evening Mr. Chairman and members of the Planning Commission. My name is Ralph Buona of the Telos Corporation and the 2010 Chairman of the Board of the Loudoun County Chamber of Commerce.

On behalf of the 1,100 members of the Loudoun County Chamber, I wish to address you this evening on the Planning Commission’s work to advance the Board of Supervisors’ intent to amend the county’s regulations governing business signs.

First, allow me to restate the Chamber’s deep appreciation for your efforts to fix Loudoun County’s unnecessarily complex and restrictive rules governing the size, use and placement of commercial signage.

Having the right kind of signage is absolutely crucial to the success of every commercial. Signs help customers, clients and suppliers locate your business. When done right, signs are a cost effective means to market a company to prospective customers and employees.

Additionally, properly done signage can provide effective safety measures for pedestrians and bicyclists by efficiently routing vehicular traffic around office parks and neighborhoods.

Sadly, too many Loudoun businesses have seen their success undermined by the county’s current sign regulations.

The Loudoun County Chamber has dozens of first-hand accounts from local business owners that have expressed real frustrations with the County’s signage policies. They are equally frustrated the with the lengthy, costly and often uncertain process that the county forces them to endure in order to secure even the most basic sign.

These local taxpayers are looking for common sense relief so that they can get to work creating the jobs, economic opportunity and tax dollars that our county needs.

Because the existing signage regulations have not been amended since 1993, the Chamber strongly supports updating the Loudoun County Zoning Ordinance with regard to signage immediately so that these policies enhances the Loudoun’s ability to attract and retain business investments.

From the Chamber’s perspective, the County’s sign ordinances need to be supportive and reflective of current development trends, to keep Loudoun competitive with surrounding jurisdictions, and to provide a reasonable application process for current businesses and prospects. Specifically, the Chamber endorses changes that will:

• Provide by-right signage of adequate number, size and location to be approved administratively, without requiring legislative review and approval;
• Enhance the functionality of signage, to appropriately market Loudoun’s businesses to visitors and to improve directional signage;
• Enable property owners in all commercial districts to avail themselves of adequate signage and allow property owners in non-PD districts to apply for comprehensive sign plans;
• Protect the visual beauty of Loudoun County without sacrificing the commercial tax base and the growth of local businesses; and
• Provide flexibility to allow the County to be responsive to unique project circumstances and evolving market trends.

Additionally, the Chamber supports measures to provide clear definitions of sign terminology and a simplified sign matrix, as well as improved and expanded processes for sign permits and approvals.

The Chamber urges the County to give these changes the highest priority, because these regulations are inextricably linked to Loudoun’s business success and the future of our commercial tax base.

The Loudoun County Chamber’s Board of Directors has adopted a detailed policy position on revising the county’s sign regulations, which I have attached to a hard copy of my testimony.

I am certain you will find this to be a thoughtful and reasonable statement that balances the interests of businesses with the need to protect Loudoun’s natural beauty.

Tonight, you will hear from other members of Loudoun’s business community on why the County’s Sign Ordinance must reflect current development trends and provide a reasonable application process for businesses, while improving Loudoun’s competitiveness with our sister jurisdictions in this region.

I respectfully request that the Planning Commission consider the statements of the Chamber and its members, and give careful thought to how we can work together to update this important ordinance so it can benefit the interests of our entire community.

Thank you for this opportunity to express the Chamber’s position on this important business issue.

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