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"THE LAST OF THE LITTLE GUYS"
FORD • DODGE • JEEP
17219 Highway 10 N. W. • P.O. Box 304 • Elk River, MN 55330
763-441-2300 • 1-800-441-2301 • FAX 763-274-3338
MEMO rRA~INgDyUlVI
To: Planning Commission
From: Stephen Rohlf, Elk River Ford Dodge Jeep
Date: October 21, 2009
Subject: Sign Variance
Elk River Ford Dodge Jeep is proud to announce the coming of two new vehicle
franchises. One is Mahidra, which includes a diesel work pick-up capable of towing up
to 5,000 while still getting 30 MPG and a sport utility vehicle. These vehicles will be an
excellent compliment to our other products. The second is Kia, a high mileage and
affordable yet reliable vehicle.
Elk River Ford Dodge Jeep currently has three freestanding signs, but we will be required
to add two more in order to acquire these new franchises, for a total of five signs. We are
allowed four freestanding signs according the City of Elk River's Sign Ordinance;
therefore we need a variance to have the fifth sign. Adding the two new signs will also
create an encroachment on the 304 foot setback from adjacent freestanding signs, being
as close as 235 feet from other signs on our lot.
The following discussion is regarding the five freestanding signs Elk River Ford Dodge
Jeep desires (their locations are identified on the attached map):
Sign #1 is an existing 130 sq. ft. Ford sign, 25 feet high.
Sign #2 is an existing 200 sq. ft. electronic read-a-board, 28 feet high.
Sign #3 is a new 92.5 sq. ft. Kia sign, 25 feet high (drawing attached).
Sign #4 is a new 128 sq. ft. Mahindra sign, 30 feet high (drawing attached).
Sign # 5 is an existing 150 sq. ft. Chrysler sign, 24 feet high. This sign will be revamped
with a new cabinet that will have Chrysler's most recent copy. This sign currently has
Plymouth on it, which is no longer being made. The new cabinet will be the same square
footage as the current cabinet and the height won't change.
Elk River Ford-Dodge-Jeep is an Equal Opportunity/Affirmative Action Employer
Elk River Ford Dodge Jeep will most likely be making changes to our wall signage to
accommodate the new franchises. This signage isn't as critical and we work with staff on
this issue and hopefully we will be able to stay within the limits of the Sign Ordinance.
Finding related to standards for granting a variance
Elk River Ford Dodge Jeep's property has an exceptionally large amount of Highway
frontage, making it unique compared to typical C-3 zoned property within the city.
Therefore, allowing the variance will not make the stretch of Highway 10 in question
more sign intensive then other properties in this zoning district. Further, with proper
placement, the additional signs will pose no health, safety or welfare issues for the area.
With such a large parcel, the addition of two new franchises fits well. However, it will be
impossible to identify them without the signage requested. In fact, it will be impossible
to acquire these new franchises without the signage.
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