Aberdeen encourages use of business signs

ABERDEEN — Only two businesses in the township have taken advantage of the governing body’s new signage ordinance since its passage in October, but local officials are hoping that more businesses will participate this year.

To inform the local business community, theAberdeen Business Council at a forum on Jan. 24 authorized the sending of copies of the updated signage ordinance to all businesses in the township.

The new temporary-signage ordinance aims to increase visibility for local businesses, as well as to encourage residents to shop locally.

“I think the best way to sum up this perfect marriage of business and township government coming together is that we are addressing a situation the business community needed,” Aberdeen Mayor Fred Tagliarini said. “We are reacting to the needs of our business community.”

The ordinance, which was passed unanimously last fall, permits temporary grandopening signs and promotional signage for holiday events, seasonal sales and anniversary celebrations in various zones, including highway commercial, regional commercial, manufacturing, light industrial and research/office.

According to the ordinance, which did not previously allow the promotional signs, businesses that wish to apply for temporary signage are required to complete an application process through the township’s zoning office.

“I hope all of you will take advantage of it and spread the word,” said Maxine Rescorl, township zoning board officer. “There’s a need for it in Aberdeen. We don’t want to be over-crazy with signs and we do want to have some control, but we want to be able to help all of you to be as busy and as successful as you want to be.”

Grand-opening signs, such as banners, flags, pennants and lawn signs, must be weatherproof and must not exceed 10 percent of the wall where the sign will be attached.

With the approval of the zoning officer, the temporary grand-opening signs have a sunset provision of 14 days before the sign must be taken down. The fee for the grandopening signage application is $50.

For special and promotional events, the township must receive applications for temporary signage six weeks in advance. Special eventsmay be held four times a year for a period of two weeks during each calendar quarter, and the two-week period may run consecutively or separately within the quarter, the ordinance states.

Special-event signs must be removed two business days after the event, and the zoning fee is $25 per two consecutive weeks.

Lawn signs, according to the ordinance, must be no larger than 22 inches by 28 inches and must be on the store owner’s or landlord’s property.

If approved, the maximum number of lawn signs cannot exceed six. The lawn signs may remain in place for a two-week period each quarter, whichmay be broken up into one-week intervals. Arthur Hirsch, owner of ABERDEEN Snap Fitness on Lloyd Road in the ShopRite plaza, operates one of the two businesses that chose to participate with the municipality’s new signage program.

“The idea of putting up signs for a twoweek period is a great promotion for us and for my business. It has been very, very successful,” Hirsch said.

He questioned if businesses could put up additional signage within the confines of the private parking lot.

“I absolutely understand the restriction of the two weeks and I understand the restriction of the six signs,” Hirsch said. “My question comes into play in the private parking lot. We’ve been in the ShopRite shopping center for about three years. There are people that still, to this day, have no idea that there are stores [around ShopRite]. Nobody knows they are there. If we could incorporate at different times of the year putting up signs facing the highway [Route 34], it would let people know other businesses [are] in that plaza.”

Other concerns included directory signage, which could be difficult to read from the road, Hirsch explained.

“Unless they are looking for something specific, people don’t read them,” he said.

Tagliarini said he would take the suggestion into consideration.

“The whole idea of this program is to become more business friendly, and I think we have,” he said. “The good thing about our current council is that we are very flexible and very open to ideas.”

Despite the new changes, several signs are prohibited under the amended ordinance, including sandwich-board signs, blackboardstyle signs, animated signs, and advertising device signs such as blimps, balloons and blow-ups because of safety concerns, Rescorl said.

“I did a lot of research and calling other towns, and they had a lot of problems with [sandwich-board signs],” Rescorl said. “People trip over them or they blow [over] and nobody picks them up and somebody falls.”

Other members of the local business community, including Carmine Visone, president and owner of Home Away From Home Academy on Route 34, and Anthony Campitiello, co-owner of The Addison Park catering and banquet facility on Route 35, also attended the meeting in support of the ordinance.