‘The goal is to find balance between helping businesses by easing restrictions while maintaining the historic feel of Medford,’ Mayor says
After a warning from the Department of Planning, Zoning and Code Enforcement regarding a lighted “open” sign hanging on the door, the owners of Wonder World Toys on South Main Street are hoping for a change to Medford Township’s sign ordinance.
After receiving the warning, which stated “the fine for violating this ordinance is $50 per day per ‘sign,’” Wonder World Toys owner Jessica Breaux said it was “kind of a shock.”
Zoning officer Beth Portocalis, who issued the warning, noted in an email the fines are “only imposed as a last resort, if the resident [or] business does not respond.”
According to Breaux, who took over the store in May 2016, there has been a light-up LED “open” sign on the storefront since she purchased it, and she hasn’t had any problems in the past.
While Breaux complied with the rules and removed the sign, she still wants the township to make changes.
“It’s just something that’s necessary to help the local businesses,” Breaux said.
“We don’t want Medford looking like Las Vegas here,” Breaux said. “[It’s] just something that when it’s dark at night and we’re still open, you can actually see a sign that says we’re open, and somebody doesn’t have to hop out of the car to come look.”
According to Portocalis, Medford has four commercial zoning districts, each with its own regulations for business and commercial signage.
“In Medford Village, the zoning does not allow for any illuminated signs,” Portocalis stated in the email. “The land development ordinance states [that] ‘illuminated signs, including internally illuminated, LED illuminated, neon or gas tubing signs are strictly prohibited.”
In an email, Mayor Chuck Watson wrote that while he planned to put the topic up for discussion at an upcoming council meeting, the rules were put in place originally to maintain Medford’s historic feeling.
“The goal is to find balance between helping businesses by easing restrictions, while maintaining the historic feel of Medford,” Watson stated in the email. “Keeping the character of the Village business district is important to the residents of Medford and to the businesses as well.”
Watson also noted changes were made in 2013 to lessen restrictions and help businesses township-wide.
While Breaux made it clear the business’ success or failure doesn’t rely on a single lighted sign, the issue is more a matter of “convenience to the consumer.”
“What it’s good for is to let people know if you’re open or not,” Breaux said. “When it looks dark out, it looks dark — it just doesn’t draw attention. The light-up sign draws attention.”
“To me it’s not just us,” Breaux said. “I’d rather try to change the sign law for all of our local businesses.”
