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County denies request for larger signs
By JAMES THORNER, Times Staff Writer
In the first big challenge to Pasco County's new sign ordinance, developers of a shopping center at Land O'Lakes' main shopping hub were denied permission to nearly double the height of four signs on and near State Road 54. Concerned about business signs assaulting the eyes, Pasco banned pole and pylon signs with an ordinance adopted in December. It began enforcing the rules last week. Primerica Group, developer of Collier Commons shopping center at SR 54 and Collier Parkway, planned to abide by the ordinance with ground-hugging monument signs. But Primerica wants to raise the maximum allowed height from 11 feet to 20 feet. At a meeting Thursday at the West Pasco Government Center in New Port Richey, the county's Development Review Committee refused to budge. The variance request was unanimously rejected by the committee of the county's top administrators. Pamela Urbonas, a resident of Willow Bend, the residential community across the street from Collier Commons, complained in a letter to the committee of "visual litter" should the company succeed. The plan also drew fire from members of Scenic Pasco, the group that lobbied for the sign ordinance. Members pointed out that the four signs Primerica wanted to enlarge were just the beginning. Each small outparcel in the shopping center requires signs of its own. "We have to start someplace to make this county look good and beautiful and uniform," Scenic Pasco's Charles Hise said at the meeting. Primerica is building a Publix supermarket, Walgreens pharmacy, Blockbuster video and other businesses at a former 70-acre horse farm on the northwest corner of SR 54 and Collier. Many should open by early summer. Company representatives said they planned to trim their signs voluntarily in eye-pleasing landscaping and horse-themed decorations. In return, they asked for bigger signs to cater to national shopping center tenants desiring plenty of exposure. "What's proposed is very pleasing architecturally," said Todd Pressman, whom Primerica hired to present its case before the development committee. Primerica could appeal the committee's ruling to the county commissioners, although recent history suggests the chances of such a move succeeding are slim.
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