Mayfield Heights Car Dealer Denied New Pole Sign

Marshall Ford-Lincoln can keep its old pole sign, but officials aren't about to approve a new one.

Dealership President Larry Elk sought to replace a pole sign that is at least 25 years old and has an outdated design.

"That sign has been up for many years. It's to say the least, antiquated," he told City Council at a meeting Monday.

Mayfield Heights officials banned pole signs years ago in favor of ground-level monument signs and the Marshall Ford sign was grandfathered. Law Director Leonard Carr said the settlement made when monument signs were required predates his time his time working for the city, but the intent was to have businesses transition from pole signs to monuments.

"I ask you to reconsider to a monument sign," Carr said to Elk.

In stating his case, Elk said the monument sign at the business is only visible to traffic heading east on Mayfield Road and that studies have supported pole signs as being safer for motorists.

"Pole signs are far less dangerous to drivers than monument signs because they're far more recognizable," he said. Elk added that the new sign would be "less of a visual area than the present one encompasses."

Council voted unanimously to confirming the Board of Zoning Appeals decision to deny Marshall Ford a variance to replace its pole sign.

Elk plans to have the present sign repainted instead. He said the proposed new sign would have cost $30,000 and would have fit in nicely with changes made at his dealership and at nearby City Hall.

"We are spending a lot of money to make our buildings look better and more presentable," he said.