Proposal For LED Signs At Bell Works Worries Holmdel Residents

HOLMDEL, NJ — A proposal by Bell Works to substitute LED signage at three black, static entrance signs met with what even the developer found to be surprising pushback from area residents.

There was standing room only at the Holmdel Planning Board meeting Tuesday night, primarily attended by those expressing concern about the effects of lighted signs proposed to advertise businesses in Bell Works. You can see the entire meeting here.

But there were representatives of retailers at Bell Works present at the meeting too, who said how important it is to bring more attention to their businesses.

The hearing will be continued to Aug. 15 and an onsite visit will be scheduled.

Bell Works is the re-imagined site of the iconic and once-abandoned Bell Labs building, a product of Somerset Holmdel Development and its president Ralph Zucker.

Chairperson Joyce Ploussas worked hard - and often with humor - as she oversaw the meeting to organize the flow of public questions and comments.

And Zucker, who was introduced by his attorney as the "visionary" behind the success of Bell Works, gave a personal and impassioned explanation of how the signs would work and the benefits he sees for the retailers there.

There's an old saying, Zucker told the crowd, "that a business without a sign is a sign of no business."

It was overall a respectful meeting, but there were flares of temper at times.

The board determined the matter needs more consideration and it will be continued to the Aug. 15 meeting. At that time, a lighting expert will be brought in by the developer to testify.

In fact, one resident who spoke was a former CEO of Phillips Lighting, and he had many technical questions about the proposal that he felt needed expert response.

Meanwhile, Zucker and Ploussas agreed that the parties involved also will set up an onsite visit to the facility that the public will be able to attend. There will be no public questions or comments at the onsite tour, but the board felt it would aid in visualizing the proposal for anyone interested.

That date will be posted once it is arrived at by the developer, the board and the experts, Ploussas said.

Zucker said he wants to be a "good neighbor" to Holmdel. And many Holmdel residents who spoke praised the services offered at the unique "metroburb" concept.

But they also had concerns.

Residents who spoke focused on two major areas: The impact of the lighted signs and the degree of light changes and color changes, and the distraction of the signs to motorists on a winding country road with hazards, such as deer.

There were suggestions that the developer advertise through billboards in busier areas to attract more people. Zucker said a mailer will be sent to residents to encourage business.

While Bell Works has record occupancy levels, since COVID, Zucker said, a large number of staff working for some of the major companies are still working from home. That leaves smaller retailers struggling, despite their popularity, he said.

The township has the documentation for the proposal on its website, including a review by Planner Kate Keller.

Part of the documentation shows concepts from the developer for the signs. You can see the "before" and the "proposed" photos for the signs at this document.

Basically, the company is seeking "amended preliminary and final major site plan approval in connection with a proposal to modify existing monument signs at three entrances to Bell Works to include digital LED screens," Keller's review says.

The proposal would "modify the three main monument signs at entrance drives to Bell Works, which are located on both sides of the main entrance along Crawfords Corner Road, to the north of the site, and at the Middletown Road entrance to the southeast of the site.

"As previously approved, the existing monument signs each measure 80 inches in width by 120 (inches) in height and are internally illuminated, with white logo and text on a black background.

"The new signs are proposed to measure approximately 78.75 inches in width by 133 inches in height. The double-sided signs would include an 118-inch high LCD (according to the report wording) screen on both sides, with the black and white illuminated Bell Works logo atop the screen.

"Each LCD screen would measure approximately 64.5 square feet in area. The full-color LCD screens would be programmed to advertise a number of retailers and facilities within Bell Works on a rotating schedule. No changes are proposed to the signs’ locations, or to any existing internal or directional signage on the site."

There are many issues to be considered in the proposal, including if a variance is required considering the property is "governed by the regulations contained within the AlcatelLucent Redevelopment Plan, adopted in April 2012, as well as the underlying Land Development Ordinance of the Township of Holmdel where applicable," her review stated.

Many aspects of the use of the signs needs to be reviewed, such as the "frequency of changing message, hours of use, and what types of specific tenants and/or events would be advertised thereon."

Testimony should also be provided as to any impacts of the changeable LED signs on vehicular traffic and the general motoring public, particularly given that the Middletown Road sign is located within a traffic island, the document continues.

Single-family residential development is located in the vicinity of both entrances where the LED signage is proposed. Testimony should be provided as to whether the flashing LED signs are anticipated to have any negative visual impact on residents in the area, particularly on Seven Oaks Drive, the document continues.