By Carol Britton Meyer

The Hull Beautification Committee and the town’s Design Review Board are leading an effort to tighten guidelines – and prohibit certain types of signage – within Hull’s existing sign bylaw through a town meeting warrant article this spring.

The goal is to strengthen the bylaw for aesthetic reasons, which proponents say will have an overall positive impact on residents, visitors, and local businesses.

**SIGNING OFF?** A proposal being worked on for this spring’s town meeting would place limits on commercial signage in town, including the numerous electronic message boards. [Skip Tull photo]

The proposed changes relate to highly illuminated, moving, and excessive commercial signage, electronic community message boards, and billboards.

If this commercial signage-related proposal advances, it would go before the select board, planning board, and zoning bylaw committee for consideration and fine-tuning.

DRB member Marie Rockett presented the details to the Economic Development Committee this week, with beautification committee member Michael Parks also participating.

“We’re at the beginning stages of a movement to … put in place some parameters for the future, and we’re seeking the committee’s input tonight,” Rockett said.

Part of the process so far has been to look at the sign bylaws of other communities.

Rockett and Parks said the concerns related to the types of signage listed above have been shared by a number of residents and beautification committee and DRB members.

Some signs are ‘glaringly bright’

These include concerns that new LED window signs are “glaringly bright” and often involve distracting motion or flashing elements, and that allowing unlimited window signage “defers commerce from surrounding businesses with ‘visual clutter’ that often appears chaotic and unappealing to shoppers.”

Feedback was also shared during the last Endless Summer celebration at the beautification committee booth, with the brightness of some of the signs around town mentioned the most.

“New LED technology has gotten super-bright,” Parks said, referring specifically to signs at gas station and one of the smoke shops in Kenberma. “They are brighter than most of the other [businesses] in town.”

Proponents of the effort say that visual clutter distracts from the overall appearance of Hull’s commercial districts – also impacting other businesses in the area – and that 30% window coverage is considered to be best practice in a number of other communities, according to their sign bylaws.

Excessive or overly bright signs can also be a distraction to drivers, bikers, and pedestrians, proponents say.

The proposed bylaw change would limit the brightness of signs to a reasonable level (to be determined) and not allow blinking, flashing, moving, or scrolling signs. The change also would require signs to be turned off when a business is closed or after 10 p.m., whichever is later, and incorporate a 30% maximum sign coverage on windows limit.

There are five town and Department of Conservation and Recreation message boards, located between George Washington Boulevard and the Hull Redevelopment Authority property.

‘Five message boards is overkill’

While these signs serve a useful purpose for communication about traffic, emergencies, and important events of interest to the public, proponents of the proposed warrant article say “five signs is overkill” and that they detract from the natural beauty of the town.

The proposed bylaw change aims to institute a limit of two active message boards operating between 6 a.m. and 9 p.m., with no generic public service announcements.

This would not apply to traffic management, dangerous conditions, or construction signage, or to the Hull High School sign.

Bartley Kelly, the Hull Redevelopment Authority’s representative on the EDC, explained that the town and DCR are not required to follow local zoning bylaws with regard to signs that are on public property.

“Any bylaw change could serve as guidance, but they would not be required to abide by it,” he said.

ECD alternate Susan Vermilya said she’s not sure it’s the quantity of the signs, but the quality that’s an issue.

“They are very unwelcoming,” she said. “We want people to come into our town. Perhaps we can give some thought to the quality as opposed to the quantity.”

Parks said the proposed changes attempt to restrict “unwelcoming and unnecessary signage and to keep to community messages such as art and car shows, congratulations to Hull High School graduating seniors, and other community events,” he said. “If we’re overly restrictive, we could get into the free-speech law.”

EDC alternate James Ianiri said he finds the bright lights displayed in some businesses around town “obnoxious” and that they cause him to stay away.

Others, including members of the community who have shared their concerns, believe that these signs are “ugly and uninviting” and that messaging about well-established laws – such as seatbelt safety – as well as continuous messaging throughout the night are unnecessary.

‘It’s important that we’re having this discussion’

EDC member Steven Greenberg, current president of the Hull Nantasket Chamber of Commerce, thinks that “good-looking signs make for a better-looking community. The important thing is that we’re having this discussion. It’s the beginning of the process, and hopefully some changes will be made.”

The presentation also noted that billboards are not specifically addressed in the town bylaws and can be constructed with a permit.

According to Rockett and Parks, many townspeople don’t want to see additional billboards constructed “because they deter from the overall aesthetic of the town.”

The bylaw change would not allow new billboards, while the existing billboard could remain.

Any warrant article would include measures related to illumination intensity and the prohibition of signs with blinking, flashing, or fluttering lights or other illuminating devices with changing light intensity, brightness, or color.

Illumination of window signs on nonresidential premises would be limited to between 6 a.m. and 10 p.m., except that a sign for a business, facility, or office that is open to the public after 10 p.m. could be illuminated until closing time.

Also prohibited would be mechanical signs, ones with moving parts, changing or scrolling images or parts, and signs that create the illusion of movement except for digital displays of time, temperature, or fuel prices.

Signs covering more than 30% of window area would not be permitted. However, window signs themselves are currently exempt from town permitting and DRB review. There would be an exception for signs with approved permits issued prior to enactment of any sign bylaw change.

If implemented, any person or entity found in violation would be liable for a $25 a day fine, effective 60 days after approval of the warrant article by the state attorney general.

Sign bylaw changes have been suggested in past

EDC Chair Jason McCann noted that there have been discussions about changes to the town’s sign bylaw “for a very long time,” but that nothing has come of those conversations until now.

“People are now putting in the work related to the proposed change, which is not easy,” he said. “This is not out of the blue.”

The February 11 Chamber of Commerce meeting will feature a presentation about the proposed bylaw change to hear feedback from member businesses.

For those who aren’t members, public meetings with agenda items related to the proposed bylaw change will provide opportunities for other businesses and citizens to share their thoughts and concerns.

Word-of-mouth will also help get the proposed bylaw change information out to as many business owners and residents as possible.

EDC member Kara Hendrick thinks it’s important to let business owners know that some customers are turned away by distracting, bright signs.

“They might think they are doing something for fun, but if their signs are stopping folks from coming into their businesses, it’s important for them to know,” she said.

Beautification committee member Betsy Russo said the DRB reached out to the committee about the sign issue “as we were having the same thoughts. We’ve heard a lot of feedback, with some people saying they won’t return to a business that has these signs. A bylaw change might be restrictive, but it will benefit every business in town.”

McCann emphasized the importance of positive messaging around this proposed change, including that proponents “want to see healthier, more active businesses” in town.

At the end of the presentation and discussion, the EDC unanimously recommended that proponents of the proposed bylaw change move forward with their proposal.

Like what you’re reading? Stay informed and support our work with a Hull Times subscription by clicking here.

Do you have an opinion to share? Click here to write a Letter to the Editor.