Architectural Commission & Historic Preservation Commission
Regular MeetingOconomowoc, WI · September 9, 2020
Minutes
City of Oconomowoc
Architectural Commission Meeting Minutes
September 9, 2020
Chairman Johnson called the meeting to order at 5:00 pm.
Members Present: Kurt Schrang (5:01 pm), Kent Johnson, Jeremy Flint, Anne Krogstad and Paul Schultz
Staff Present: Jason Gallo, Kristi Weber and Chris Dehnert
2. Approve the August 12, 2020 Minutes: Motion by Flint to approve the August 12, 2020 minutes; second by
Schultz. Motion carried 4-0.
3. The Marketplace – Consider/approve a Master Sign Plan for 130, 132 & 134 E. Wisconsin Avenue:
Weber explained members previously approved an update to this building’s façade in June, and this request is for
approval of a master sign plan as the building will contain multiple tenants. The main building sign was also
approved in June. Weber clarified the 2 proposed wall signs on the E. Wisconsin Avenue façade will be 30” H x
80” W black aluminum and lit by a gooseneck light. There will also be 2 wall signs on the rear elevation to be
located above each doorway. Sign E is proposed to be 32” x 32” while sign D is shown as 32” x 15”. Staff
suggested that both signs on this elevation be 32” x 32”. The applicant is also requesting an off-premises sign to
be located on the west wall of the Children’s Gallery. The property owner of this location has agreed to the sign as
long as the building owner of the Marketplace takes care of it. Weber noted any additional signage by the
applicant, which he wants to be very simple, will be regulated under the City’s sign code. The owner/applicant,
Jason Dvorak, said he is very pleased with how everything has turned out on the front and rear elevations of the
building. Members noted approval of off-premises signs can be tricky; it’s an issue if the off-premises sign is on a
front elevation but this sign is acceptable because it will be located in an alley; and the off-premises sign improves
the aesthetic view of the façade it will be on. Members also suggested the area should be visible to these
businesses if this is the only signage they will have. Dvorak noted he is planning sconce lighting on either side of
the signage which will illuminate it but not shine directly on it. He added these businesses arrange private
meetings with their clients so there should be limited foot traffic at night. Motion by Krogstad to approve the
Master Sign Plan for the Marketplace at 130, 132 & 134 E. Wisconsin Avenue with the recommendations of
Planning staff for updating text as presented; the elevation on the lake side may be unlit; and approve the off-
premises sign as presented; second by Flint. Motion carried 5-0.
4. St. Paul’s Lutheran Church– Consider/approve a Digital Reader Board at 210 E. Pleasant Street: Weber
explained this request is for a digital reader board to be placed in an existing monument sign located a block off
the downtown. The sign currently has changeable copy, is internally lit and faces Wisconsin Avenue. Staff
reviewed the request and agreed the proposed sign looks good but the issue is with the proximity of the reader
board to the downtown. The City’s sign code states that signs in the downtown are not to be internally lit. They
agreed, however, there is a reader board in the downtown that reflects time/temperature which was approved.
Staff recommends denial of the request based on the location of the proposed reader board. Weber noted staff
has received multiple complaints on other church reader boards which are located across from a residential
neighborhood due to their brightness. Gallo said they have concerns with the precedence this request for a reader
board in the downtown could set. He explained the types of complaints they have received, and how they have
worked with owners to reduce the brightness of their reader boards. Pat Borgman and Glenn Leidel spoke on
behalf of St. Paul’s Lutheran Church, noting the history and their goal to update the sign and bring it up to date in
order to provide information to the congregation and other members of the community. They agreed to work with
the City on any issues that may arise; reduce light levels if necessary; or set hours when it would be allowed to be
illuminated. They noted the current sign is illuminated with 2 light bulbs; there are other internally illuminated signs
on Wisconsin Avenue; and there have been no safety issues at the intersection of St. Paul and Pleasant Streets.
The reader board will be 2’ x 3’ and they feel most other reader boards are much larger and gawdy. They desire
S:Clerk\Committees-Commissions\Architectural\2020\ACMin 9-9-20
something small and unobtrusive to get information out to their congregation on weekend and evening activities.
Zach Wenger of Lemberg Electric explained the proposed reader board unit is a very smart system; has an
automatic eye to know when to dim down or can be turned down manually; the sign will shut off if it malfunctions;
light from the reader board will not shine off to the sides; and the reader board cannot livestream events.
Members comments included: don’t believe a reader board at this location is a problem because it will be located
off Wisconsin Avenue, is not directly adjacent to single-family housing, is located next to a high rise with
businesses on the first floor and it can be controlled manually; questioned if it is the Church’s intent to show
videos on the reader board; they have a problem with showing videos or photos on the reader board; concerned
with propaganda on the reader board; likes showing photos on the reader board; and likes the sign but content on
a reader board is always the issue. Leidel suggested the members could approve the reader board and provide
that no pictures are to be displayed on it. He added if the church wanted to show pictures on the reader board at
some point in the future, then maybe it could be allowed as a trial. Leidel concluded the church is willing to have
the reader board illuminated from 6 am to 10 pm and do whatever else the Architectural members want. Gallo
read Section 17.609(4)(a) of the City Zoning Code regarding approval of signs by the Architectural members. He
noted each illuminated sign that has been approved in the downtown has history as to why it was approved, and
then each request that comes after is addressed case by case though the sign code does not permit illuminated
signs in the downtown at all. Motion by Krogstad to approve a digital reader board for St. Paul’s Lutheran Church
at 210 E. Pleasant Street subject to the following restrictions: no fixed imagery but should only be letters; the
digital reader board may only be illuminated from 6 am to 10 pm; the light level of the sign is to be approved by
City staff after installation; and any changes to the reader board are to be approved by City staff; second by
Schrang. Motion carried 5-0.
5. Reports and comments from the City Planner: None.
6. Reports and comments from the Architectural Commissioners: None.
7. Adjourn: Motion by Schrang to adjourn at 5:53 pm; second by Schultz. Motion carried 5-0.
Chris Dehnert, Deputy City Clerk
S:Clerk\Committees-Commissions\Architectural\2020\ACMin 9-9-20
Agenda
City of Oconomowoc
ARCHITECTURAL COMMISSION MEETING
Wednesday, September 9, 2020 @ 5:00 PM @ City Hall, Council Chambers
NOTICE: If a person with a disability requires the meeting be accessible or materials at the meeting be in
an accessible format, call Diane Coenen, City Clerk, at least 48 hours prior to the meeting at 262-569-2186,
or TDD at 262-569-3272 to request adequate accommodations.
AGENDA:
1. Roll Call and Confirmation of appropriate meeting notification.
2. Approve Minutes of August 12, 2020.
3. The Marketplace – Consider/approve a Master Sign Plan for 130, 132 & 134 E. Wisconsin Ave.
4. St. Paul’s Lutheran Church – Consider/approve a digital reader board at 210 E. Pleasant Street.
5. Reports and comments from the City Planning Department.
6. Reports and comments from the Architectural Commissioners.
7. Adjourn.
Members of other City governmental bodies (boards, commission, committees, council, etc.) may attend the above
noticed meeting of the Architectural Commission in order to gather information. The only action to be taken at the
above noticed meeting will be action by the Architectural Commission. Architectural Commissioners should notify the
City Clerk's Office at 262-569-3236 if they are unable to attend.
City of Oconomowoc
Architectural Commission Meeting Minutes
August 12, 2020
The Deputy Clerk called the meeting to order at 5:02 pm.
Members Present: Paul Schultz, Jeremy Flint and Anne Krogstad
Members Absent: Kent Johnson and Kurt Schrang
Staff Present: Jason Gallo, Kristi Weber and Chris Dehnert
Due to the absence of Chairman Johnson, motion by Flint to nominate Krogstad as Chairman pro-tem; second by
Schultz. Motion carried 3-0.
2. Approve the June 10, 2020 Minutes: Motion by Flint to approve the June 10, 2020 minutes; second by
Schultz. Motion carried 3-0.
3. JP Morgan Chase – Consider/approve a replacement ATM at 138 E. Wisconsin Avenue: Weber
explained the applicant is requesting approval of an update and relocation of an existing ATM located at the rear
of their building adjacent to the boardwalk and Fowler Lake. The area is highly visible and staff wanted input from
the members. The applicant plans to remove the existing unit and replace it with a new ATM structure on the
same island but located just outside of the overhang. Weber showed an aerial photo of the rear of the building, the
proposed site layout and a picture of another ATM which the commissioners approved. The ATM structure is very
simple, will be a gray tone and trimmed in blue to match the awnings on the front elevation. There will be minimal
signage and lighting on the unit as the back area along the boardwalk is well lit. Weber recommended approval of
the request. Members questioned why the unit was being moved. The applicant, Chris Quinn of TKO Installations
explained the new ATM’s are gigantic and won’t fit between the columns. Members had no issue with the colors or
location, said it fits with the area and gets a lot of business so being pulled away from the canopy is fine. Motion
by Flint to approve the replacement ATM for JP Morgan Chase located at 138 E. Wisconsin Avenue as submitted;
second by Schultz. Motion carried 3-0.
4. Reports and comments from the City Planner: None.
5. Reports and comments from the Architectural Commissioners: None.
6. Adjourn: Motion by Schultz to adjourn at 5:14 pm; second by Flint. Motion carried 3-0.
Chris Dehnert, Deputy City Clerk
S:Clerk\Committees-Commissions\Architectural\2020\ACMin 8-12-20
Department of City Planning
Kristi Weber | 262.569.2173
oconomowoc-wi.gov/planning
Architectural Commission Background
September 9th 2020 : 5:00 pm at City Hall in Council Chambers
Item #3 – The Marketplace; Master Sign Plan
The applicant is requesting approval of a Master Sign Plan at 130, 132, and 134 E. Wisconsin Avenue.
Per Section §17.609(3)(a) of the City’s Municipal Code, multi-tenant buildings are required to submit
a coordinated master sign plan to the Architectural Commission for approval. This building has (3)
commercial tenants with access along E. Wisconsin Avenue and the Fowler Lake Parking Lot /
Boardwalk Area. This property received building approval for a façade update at the June 10th 2020
Architectural Commission.
The Marketplace Sign
This sign was approved at the June 10th 2020 Architectural Commission meeting. This is the new
name of the building, to move on from being known as ‘the former May’s Garden Center.’ This sign
will only be visible on the E. Wisconsin Avenue façade. No additional approvals are needed.
E. Wisconsin Avenue Elevation
All the signs are 1/8” aluminum and with standoffs, powder coated black (SW7069). Staff confirmed
with the Applicant that there is a typo for the overall sign sizes. For example, Fray’s sign should be
30”H x 80”W (instead of 30”W x 80”H). Planning Staff supports the (2) two tenant signs on the E.
Wisconsin Avenue façade.
Fowler Lake Elevation
On the Fowler Lake elevation (2) two signs are also being requested above separate doorways. The
Applicant shows the Location D as 32”L x 15”H, Planning Staff feels that both location should allow
the same size sign (32”L x 32”H) to be placed in both Location D and E. A tenant does not have to
fill the entire designated sign area but could if they wanted too. FYI, currently the Fray ‘F’ is shown
approximately 32” in height, versus the 15” in height as noted in the text. Staff suggests the
applicant update the MSP text for Location D to 32”L x 32”H.
Off-Premise Sign
The Applicant is also requesting a special exception for an off-premise sign on the adjacent wall of
126 E. Wisconsin Avenue; also known as the home of Children’s Play Gallery. The sign would be 60”
in diameter (~ 19.6 SF) and done in black paint. The Property Owner, Denise Mantz, has approved
the request. Planning Staff agrees with the scale of the sign and thinks it will be a great opportunity
for impromptu photographs; similar to the Crafty Cow Off-Premise Sign on the Fiesta Cancun
building. Commissioners to confirm the signage request.
Note Other types of signage not noted in the Master Sign Plan (i.e. sandwich boards, window,
temporary, construction etc.) shall be regulated under the City Sign Code §17-6.
Architectural Commission Meeting Background
September 9th, 2020 – Page 2
Additional Logistics:
• If any changes occur to the Master Sign Plan: The applicant must provide an updated copy
of the approved MSP, prior to Zoning Approval on the sign permit.
• Administrative Approval & Sign Permit Required: Pending approval of the Master Sign Plan,
each tenant must apply for Administrative Approval from the Planning Department, and if
determined the signage complies with the approved MSP, then a sign permit may be issued from
the Building Inspection Department located on the second floor of City Hall for $50.
Recommendation:
Approve the Master Sign Plan for The Marketplace, located at 130, 132 and 134 E. Wisconsin
Avenue, with the following considerations:
• E. Wisconsin Avenue Elevation: Update text to 30”H x 80”W for both wall signs.
• Fowler Lake Elevation: Update text for Location D and E to be 32”L x 32”H.
• Off-Premise Sign: Commissioners to confirm the signage request.
Item #4 – St. Paul’s Lutheran Church; Digital Reader Board
The applicant is requesting approval of a digital reader board at 210 E. Pleasant Street. Per
Section §17.609(1)(i) of the City’s Municipal Code, “All electronic and changeable copy signs shall
be approved by the Architectural Commission.”
St. Paul’s is requesting to utilize their existing ground sign location and base, but exchange out
their current changeable letter sign with a digital reader board.
Existing digital reader boards adjacent to residential areas in the City has caused complaints
about brightness, glare, and being a distraction to drivers.
Per Section §17.609(4)(a) states “Downtown signs shall not be internally illuminated.” Planning
Staff also has concerns about going against City Code and allowing internally illuminated digital
reader boards and how that would affect Downtown businesses.
Recommendation:
Deny.
Submitted x12
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