The purpose of this article is to provide for and regulate the type, construction, image, maintenance and placement of signs in a manner that will ensure that such signs are compatible with surrounding land uses, are aesthetic in design and structure, and express the identity of individual proprietors and the community as a whole. It is the further intent by these regulations to avoid depreciation of property values through indiscriminate location and design of signs, to lessen threats to public safety from poorly constructed and maintained signs, to protect against hazards to vehicular traffic movement through improper placement of signs and to clarify the rights and duties of owners and users of nonconforming signs.
A. 
No sign shall hereafter be located, erected, moved, reconstructed, extended, enlarged, converted or structurally altered without a zoning permit, except those signs permitted under § 490-12.4, and further excepting the refacing of existing signs as defined in this chapter, and without being in conformity with the provisions of this chapter and § 84.30, Wis. Stats., as hereinafter amended or recreated. The sign shall also meet all the structural requirements of local and state building codes.
B. 
Before any sign for which a permit is required by this chapter is erected, there shall be submitted to the Planning and Development Administrator the written consent of the owner of the land upon which the sign is to be located that permission has been so granted, a scale drawing of the proposed sign indicating its location on the premises and its relationship to other structures and property lines, and a computation of the display area as defined in this chapter.
C. 
Back-to-back signs or V-shaped signs shall constitute but one sign within the meaning of this chapter.
D. 
All street sign setbacks shall be from the outer edge of the highway, street or road right-of-way.
E. 
All side and rear setbacks shall be those of the district in which the sign is located.
A. 
No signs or any part thereof or sign anchors, braces or guide rods shall be attached, fastened or anchored to any fire escape, fire ladder or standpipe, and no sign or any part of any sign or any anchor, brace or guide rod shall be erected, relocated, put up, or maintained so as to hinder or prevent ingress or egress from public or private driveways, parking lots or fire escapes or through a door, doorway or window or so as to hinder or prevent pedestrian traffic on a sidewalk or so as to hinder or prevent the raising or placing of ladders against a building by the Fire/Rescue Department as necessity therefor may require. No sign shall be placed so as to obstruct or interfere with traffic visibility nor be lighted in such a way as to cause glare or impair driver visibility upon public rights-of-way.
B. 
The following signs are prohibited:
(1) 
Any sign that creates a hazard or dangerous distraction to vehicle traffic or a nuisance to adjoining property.
(2) 
Any sign resembling, imitating or approximating the shape, size, form or color of railroad or traffic signs, signals or devices, or obstructing or interfering with the effectiveness of said devices.
(3) 
Any sign that moves or has moving, rotating or animated parts.
(4) 
Flashing signs.
(5) 
Inflatable signs.
(6) 
Any temporary, spring-action metal advertising sign used, for example, to advertise cigarette or gasoline prices.
(7) 
Any sign located within a vision triangle as defined by § 490-11.1.
(8) 
Any sign installed or constructed within the right-of-way, except for official signs.
(9) 
Roof signs.
(10) 
Signs containing or comprised of bare bulbs.
(11) 
Any sign mounted on wheels, trailers, motor vehicles or any other nonpermanent structure parked within sight of a street for the purpose of advertising. This section does not apply to signs which are incidental to the identification of such motor vehicle.
(12) 
Any sign that produces sound; causes interference with radio, telephone, television or other communication transmissions; produces or reflects motion pictures or video; or emits visible smoke, vapor, particles or odor.
(13) 
Obsolete signs.
(14) 
Signs which are deteriorated, dilapidated, structurally dangerous or unsafe, as determined by the Building Inspector.
(15) 
Off-premises signs, except for unified business center signs.
(16) 
Any sign exceeding 30 feet in height.
The following types of signs shall be permitted in all districts without a zoning permit, located on the premises upon the following conditions:
A. 
Agricultural district signs.
(1) 
Number: limited to one sign per highway frontage.
(2) 
Area: maximum of 20 square feet per sign.
(3) 
Height: 15 feet.
(4) 
Street setback: 15 feet.
(5) 
Lighting: full cutoff; top down directional.
(6) 
Landscaping: none required.
B. 
Blade and suspended signs.
(1) 
Number: one per business/tenant.
(2) 
Area: maximum of four square feet.
(3) 
Height: at least eight feet above the public sidewalk or thoroughfare.
(4) 
Lighting: full cutoff; top down directional or internal.
(5) 
Landscaping: none required.
C. 
Flagpoles.
(1) 
Number: three flagpoles per property in any nonresidential district.
(2) 
Area: no maximum.
(3) 
Height: 40 feet.
(4) 
Street setback: equal to the height of the flagpole.
(5) 
Lighting: shall be designed and shielded so as not to direct any light or produce glare onto any adjacent residential districts and shall also be so arranged so as to not adversely affect driver visibility with stray light or glare on adjacent rights-of-way.
(6) 
Landscaping: none required.
D. 
On-site informational signs. Drawings showing the specific design, appearance and location of the sign(s) shall be submitted to the Planning and Development Administrator for approval.
(1) 
Number: no limit.
(2) 
Area: maximum of nine square feet per sign.
(3) 
Height: five feet.
(4) 
Street setback: two feet.
(5) 
Lighting: full cutoff; top down directional or internal.
(6) 
Landscaping: none required.
E. 
Temporary signs not permanently attached to the ground, wall or buildings.
[Amended 5-10-2021 by Ord. No. 2021.05-33]
(1) 
Area: maximum of nine square feet per side of sign, or if located on a county or state trunk highway; shall not exceed 32 square feet per side of sign, maximum 64 square feet for all sides.
(2) 
Height: five feet; or if on a county or state trunk highway: 10 feet.
(3) 
Street setback: 15 feet.
(4) 
Lighting: none permitted.
(5) 
Landscaping: none required.
(6) 
Time restriction: No temporary sign, in any district, may be displayed for a period exceeding 21 days.
F. 
Window signs. Provided that not more than 50% of each window is covered by signs or graphics and they are located on the inside of the window.
G. 
On-site real estate signs advising the public that the real estate on which the sign is posted is offered for sale or lease.
[Added 5-10-2021 by Ord. No. 2021.05-33]
(1) 
Number: one.
(2) 
Area: maximum of nine square feet per sign.
(3) 
Height: five feet.
(4) 
Street setback: two feet.
(5) 
Lighting: none permitted.
(6) 
Landscaping: none required.
Except as provided in §§ 490-12.3 and 490-12.4, the following signs shall be permitted in all districts with a permit:
A. 
Temporary development signs. A sign for the purpose of designating or promoting a new building, development, business/industrial park or subdivision may be permitted for a limited period of time with the approval of the Planning and Development Administrator and subject to the following:
(1) 
Drawings showing the specific design, appearance and location of the sign.
(2) 
The sign shall be located in the development site. Such sign may be permitted for a period up to two years, and extension may be permitted for a period not to exceed six years total.
(3) 
Number: two.
(4) 
Area: 50 square feet per side of sign.
(5) 
Height: 15 feet.
(6) 
Street setback: 15 feet.
(7) 
Lighting: full cutoff; top down directional or ground-mounted directional.
(8) 
Landscaping: as contained elsewhere in this chapter.
B. 
Permanent development signs. A sign which is permanently located at entrances or along streets or highways which designates a development, business/industrial park or subdivision with the approval of the Planning and Development Administrator and subject to the following:
(1) 
Drawings showing the specific design, appearance and location of the sign.
(2) 
Only the name of the development shall be permitted on the sign. The sign shall be located in the development site.
(3) 
Number: one.
(4) 
Area: 150 square feet per side.
(5) 
Height: 10 feet.
(6) 
Street setback: 15 feet. If located in an island boulevard, the sign shall not be less than 15 feet from the back of the curb of the center boulevard island adjacent to the intersection, highway or street right-of-way and, furthermore, shall not be less than four feet from the back of the curb of the boulevard island.
(7) 
Lighting: full cutoff; top down directional or ground-mounted directional.
(8) 
Landscaping: as contained elsewhere in this chapter.
Except as provided in §§ 490-12.3 and 490-12.4, the following signs are permitted only in the residential districts with a permit and only on the premises and subject to the following regulations:
A. 
Freestanding signs. Signs for home occupations permitted under §§ 490-7.1 and 490-7.2, provided:
(1) 
Number: one.
(2) 
Area: maximum of four square feet.
(3) 
Height: eight feet.
(4) 
Street setback: 15 feet.
(5) 
Lighting: full cutoff; top down directional or ground-mounted directional.
(6) 
Landscaping: none required.
Except as provided in §§ 490-12.3 and 490-12.4, the following signs are permitted only in the business, manufacturing, institutional, and park-recreational districts with a permit and only on the premises and subject to the following regulations:
A. 
Awning and canopy signs.
(1) 
Number: one.
(2) 
Area: maximum of 15% per side of each face.
(3) 
Height: at least eight feet above the public sidewalk or thoroughfare.
(4) 
Lighting: full cutoff; top down directional or internal.
(5) 
Landscaping: none required.
B. 
Menu boards. Drawings showing the specific design, appearance and location of the sign(s) shall be submitted to the Planning and Development Administrator for approval.
(1) 
Number: subject to approval of the Planning and Development Department.
(2) 
Area: 36 square feet per sign.
(3) 
Height: eight feet.
(4) 
Street setback: 15 feet.
(5) 
Lighting: full cutoff; top down directional or internal.
(6) 
Landscaping: none required.
C. 
Monument signs.
(1) 
Number: limited to one per street frontage or drive entrance, provided that no monument sign is located closer than a minimum of 300 feet to another monument sign on the same property.
(2) 
Area: 80 square feet per side of sign, 160 square feet maximum for all sides.
(3) 
Height: 10 feet.
(4) 
Street setback: five feet.
(5) 
Lighting: full cutoff; top down directional, ground-mounted directional or internal.
(6) 
Landscaping: as contained elsewhere in this chapter.
D. 
Freestanding signs.
(1) 
Number: limited to one per street frontage or drive entrance, provided that no freestanding sign is located closer than a minimum of 300 feet to another freestanding sign on the same property.
(2) 
Area: 150 square feet per side of sign, 300 square feet maximum for all sides.
[Amended 8-15-2022 by Ord. No. 2022.08-56]
(3) 
Height: 20 feet.
[Amended 8-15-2022 by Ord. No. 2022.08-56]
(4) 
Street setback: 15 feet.
(5) 
Lighting: full cutoff; top down directional, ground-mounted directional or internal.
(6) 
Landscaping: as contained elsewhere in this chapter.
(7) 
Signs with exposed poles or posts shall be individually enclosed or covered.
E. 
Portable signs.
(1) 
Number: one.
(2) 
Area: 32 square feet.
(3) 
Height: six feet.
(4) 
Street setback: 15 feet.
(5) 
Lighting: Internal. No flashing or traveling lights.
(6) 
Landscaping: none required.
F. 
Projecting signs.
(1) 
Number: one.
(2) 
Area: 100 square feet per side.
(3) 
Height: 20 feet above the mean center-line street grade and shall not be less than 10 feet above a sidewalk or other pedestrianway, nor 15 feet above a driveway or an alley.
(4) 
Street setback: 15 feet.
(5) 
Other setback: shall not extend more than six feet in any required yard; shall not be less than 10 feet from all lot lines.
(6) 
Lighting: full cutoff top down directional or internal.
(7) 
Landscaping: none required.
G. 
Unified business center sign.
(1) 
Number: limited to one per street frontage and/or entrance. An additional unified business center sign is permitted per 400 feet of street frontage, with a maximum of two signs permitted per street frontage.
(2) 
Area: 300 square feet per side, 600 square feet maximum for all sides.
(3) 
Height: 30 feet.
(4) 
Street setback: 15 feet.
(5) 
Lighting: full cutoff; top-down directional, ground-mounted directional or internal.
(6) 
Landscaping: as contained elsewhere in this chapter.
(7) 
Signs with exposed poles or posts shall be individually enclosed or covered.
H. 
Wall signs.
(1) 
Single-tenant buildings.
(a) 
Number: one per public entrance or wall/facade which fronts upon a public right-of-way or private drive.
(b) 
Area: limited to 1.5 times the length of the wall on which the sign is to be placed, up to a maximum of 600 square feet.
(c) 
Height: 20 feet in height above the mean center-line street grade.
(d) 
Extension: shall not extend more than 12 inches outside of a building's wall surface.
(e) 
Lighting: full cutoff; top down directional or internal.
(f) 
Landscaping: none required.
(2) 
Multitenant buildings and shopping centers.
(a) 
Number: one per tenant, plus each tenant may place one wall sign per public entrance or wall/facade which fronts upon a public right-of-way or private drive and contained within the tenant's internal wall space or end cap wall area.
(b) 
Area: limited to 1.5 times the length of the wall on which the sign is to be placed, up to a maximum of 600 square feet.
(c) 
Height: 20 feet in height above the mean center-line street grade.
(d) 
Extension: shall not extend more than 12 inches outside of a building's wall surface.
(e) 
Lighting: full cutoff; top down directional or internal.
(f) 
Landscaping: none required.
I. 
Searchlights. The temporary use of searchlights for advertising purposes may be permitted, provided that the searchlight will not be located in any public right-of-way, will not be located closer than 10 feet to an adjacent property, and will not cause a hazard to traffic or adjoining properties. Searchlight permits shall not be granted for a period of more than 12 days in any six-month period.
Signs lawfully existing at the time of the adoption or amendment of this chapter may be continued or refaced, as defined in this chapter, although the use, size or location does not conform to the provisions of this chapter. However, it shall be deemed a nonconforming use or structure and the provisions of § 490-32.7 or 490-32.8 shall apply, as applicable.
A. 
Electronic message centers (EMCs).
(1) 
A freestanding sign, monument sign or wall sign may contain an EMC, provided it does not display video. All EMCs are required to have automatic dimming capability that adjusts the brightness to the ambient light at all times of the day and night.
(2) 
Any EMC that malfunctions, fails, or ceases to operate in its usual or normal programmed manner, thereby causing motion, movement, flashing or any other similar effects, shall be repaired or disconnected within 24 hours by the owner or operator of such sign.
(3) 
Area: maximum of 66% of total permitted display area.
(4) 
Brightness: not to exceed 0.3 footcandle over ambient lighting conditions when measured as detailed in the International Sign Association's "Recommended Night-Time Brightness Levels for On-Premises Electronic Message Centers (EMCs)," dated October 2013.
(5) 
Message hold time: maximum of five seconds.
(6) 
Transition duration: maximum of one second.
B. 
Wind pressure and dead load requirements. All signs and other advertising structures shall be designed and constructed to withstand wind pressure of not less than 40 pounds per square foot of area.
C. 
Protection of the public. The temporary occupancy of a sidewalk or street or other public property during construction, removal, repair, alteration or maintenance of a sign is permitted, provided the space occupied is roped off, fenced off, or otherwise isolated.
D. 
Maintenance. Except for nonconforming signs, the owner of any sign shall keep a sign in good maintenance and repair, which includes restoring, repainting or replacing a worn or damaged sign to its original condition. The owner of all conforming and nonconforming signs shall, however, maintain the premises on which the sign is erected in a clean, safe and inoffensive condition, free and clear of all obnoxious substances, rubbish, weeds and grass.
E. 
Supporting members or braces. All signs shall be constructed of galvanized iron, properly treated steel, copper, brass or other noncorrosive incombustible material or properly treated and structurally sound wood. All signs, if placed at a right or other angle to the wall or roof of any building, shall be attached by such noncorrosive metal bolts, anchors, cable, or other metal attachments as shall ensure permanent and safe construction, and shall be maintained free from rust or other defects.
F. 
Compliance with electrical codes. All electric signs shall comply with applicable local and state electrical codes.
G. 
External lighting. All external lighting of signs shall be designed and shielded so as not to direct any light or produce glare onto any adjacent residential districts and shall also be so arranged so as to not adversely affect driver visibility with stray light or glare on adjacent rights-of-way.
H. 
Landscape requirements. All freestanding or monument signs shall meet the landscape requirements as contained elsewhere in this chapter.