Proposed 'Big' Signs For CVS Development Raises Concerns In Westfield

WESTFIELD, NJ — Westfield Planning Board members were not happy with the size or number of proposed signs CVS Pharmacy has planned for its 13,194 square-foot drive-thru store set to replace auto shops on South Avenue West.

"You want to have one sign on South Avenue which is three-and-a-half times the length size allowed and you are asking for a monument sign plus other signs, which are pretty darn big ones as well," Westfield Planning Board Member Francis Smith said. "You could see those wall mounted signs from Cranford."

The application was heard on Feb. 6. The applicant is looking to demolish three existing auto shops at the corner of South Avenue West and Crossway Place including Body Work by Fischer, Jax Automotive and AM Auto Center. In it's place a CVS Pharmacy with drive-thru will be constructed.

As a result of a few neighbor meetings, CVS is proposing limited operating hours versus 24-hours. The building would run Monday to Friday from 8 a.m. to 10 p.m., Saturday from 9 a.m. to 6 p.m. and Sunday from 10 a.m. to 5 p.m. with drive-thru as well.

This new building would most likely replace the existing CVS location which is located a mile up the same street at 210 South Avenue West.

"Should this project be successful it would be a relocation of existing facility," Jeffrey Martell, who was hired by CVS as the professional engineer and planner on the project said. "We feel the existing parking lot is constrained at times. There is no drive thru. And loading and circulation is substandard to CVS' standards. Plus the new building is attractive as well."

As part of its proposal the applicant was seeking 24 variances for issues including the setback distance from the street for the building and parking; size of building coverage area; number of signs; height of signs; and more.

At the Monday night meeting, CVS did remove six of variances to try to be more in line with own regulations. However, among the variances still requested there were nine relating to the number and size of signs on the building, which did not sit well with planning board members.

Here is a list of the sign-related variances being requested:

1. Section 16.04-Ordinance allows wall or freestanding signs. Proposed are 2 drive-thru canopy signs.
2. Section 16.04E1B-Ordinance allows a maximum height of 12 feet for a main entrance sign. Proposed is 18 feet.
3. Section 16.04E1C-Ordinance allows a maximum horizontal dimension of 20 feet for a main entrance sign. Proposed is 35.4 feet.
4. Section 16.04E1D-Ordinance allows a maximum vertical dimension of 2.5 feet for a main entrance sign. Proposed is 3.75 feet.
5. Section 16.04E2A-Ordinance allows a second entrance sign on a corner property. Proposed are four additional signs.
6. Section 16.04E2B-Ordinance allows a maximum height of 12 feet for a second entrance sign on a corner property. Proposed is 18 feet for the main entrance sign and 13 feet for the drive thru sign.
7. Section 16.04E2C-Ordinance allows a maximum horizontal dimension of 10 feet for a second main entrance sign. Proposed is 35.4 feet (main) and 10.3 feet (drive-thru).
8. Section 16.04E2D-Ordinance allows a maximum vertical dimension of 1.5 feet for a second main entrance sign. Proposed is 3.75 feet (main), 1.6 feet (window), and 1.7 feet (drive-thru).
9. Section 16.04E4-Ordinance allows a wall or freestanding sign. Proposed is a wall and freestanding sign.

"The size of signs, the two side ones would be the biggest signs in Westfield," Smith said. "Why do the signs have to be so big? We are not on a highway, we are on a 35 mph road."

Martell noted the signs were to matched to the scale and size of the building.

Before stopping the meeting at 11 p.m. due to the time, Planning Board Member Vincent Wilt asked that CVS be contacted about the sign issues to address at the March 6 meeting.

The application will continue to be heard at the March 6 meeting at 7:30 p.m. in Council Chambers in the Municipal Building, 425 East Broad Street, Westfield. Residents will have a chance to see the full application and share their opinions on the impending project during the meeting.

(Photo by Alexis Tarrazi: A Westfield resident talks with Jeffrey Martell about the proposed plan at the Feb. 6 meeting.)

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