All proposed exterior signage requires the review and approval of a sign permit by the city of West Des Moines. All signage shall reinforce the aesthetic concept as depicted by the precedent images as exhibit E on file with the city and Grand Avenue redevelopment district plan and shall comply with title 9, chapter 18 of the city code except as modified herein or within the Grand Avenue redevelopment plan. Sign design and construction shall reinforce the design intent of the Val-Gate district. The use of LED illumination for signage emulating "neon style" lighting and relevant to the architectural theme of the district may be allowed with the approval of the director of development services. The following additional modifications to title 9, chapter 18 of the city code are hereby made:
A. Business Identification Signs:
1. Business identification signs, including wall, ground monument, pole (pylon), roof, and projecting signs shall be consistent with and reinforce the design intent of the Val-Gate district redevelopment plan.
2. A maximum of three (3) freestanding signs shall be allowed within the development: one for the Grand Avenue frontage and two (2) for the 1st Street frontage. The sign for the Grand Avenue frontage may be a retro style pole sign as identified within the precedent images for signs on the property. The sign shall not exceed the height and size as shown in the precedent image. The two (2) signs along 1st Street shall be ground monument signs. Signs shall be in accordance with city code for the CMC district with the following exception that the signs may display any tenants within the development and not limited to those on the parcel that the sign is located. Decorative elements of the sign structure that are a part of a thematic design to convey the Val- Gate district image, may extend above the monument sign structure not more than two feet (2') and shall not be included in the sign area calculation and the height of the sign.
3. Roof signs shall be permitted in lieu of or as part of the allowable wall or canopy signage for the development if approved as part of the architectural theme for a building that reinforces the intent of the Val-Gate district. Said signs must be comprised of individual letters with the letters extending above the primary building roof no higher than four feet (4') from the top of the primary roof parapet. A roof sign associated with the canopy may be placed entirely above the canopy as long as it is deemed to be part of an architectural element which carries and reinforces the design intent of the Val-Gate district. Painted roof signs shall not be allowed.
4. Illuminated banding (LED) may be allowed on the primary structure, canopy and monument signs if it is approved as part of the architectural design.
5. Illuminated business identification signs shall be turned off no later than one hour after the last retail or restaurant establishment in the Grand Avenue redevelopment plan area closes.
6. Building (wall) signage shall be allowed according to the provisions of the sign ordinance, Title 9, Zoning, Chapter 18, Signs, except that buildings less than one thousand (1,000) square feet in size may calculate allowable square footage of wall signage based on the longest wall of the building regardless if the wall plane fronts to a street. (Ord. 2122, 11-2-2015; amd. Ord. 2520, 6-20-2022)