Business Group Hopes To Have P&Z Reconsider Signage Regulations

The group Business Now is hoping to ask the Planning and Zoning Commission to re-consider it's regulations regarding signs in front of businesses in town at its June 19 meeting. 

"In the interest of the entire community, both business and residential components, it is respectfully requested that the Rocky Hill Planning & Zoning Commission consider and undertake a review and revision of the current Rocky Hill Zoning Regulations with respect to on- and off- premise signage," The group will ask the P&Z according to spokesman Scott Coleman. "This revision should consider the abundant knowledge base of industry signage studies, reports, articles, and competitive practices, along with input from the local business community."

The group also wants the commission to pay attention to new digital media, competitive promotional advantage, hardship considerations, along with beautification, image and safety.

"We highly advocate for establishment of a commission subcommittee to work in conjunction with a business advisory panel to serve in addressing this issue. Think of it as a simple Strategic Plan for Signage."

Coleman says Rocky Hill has been "leaking" business (35 to 65 percent) to neighboring communities as potential shoppers speed through town, past local business, on their way to the Berlin Turnpike along Routes 3 and 160, and on to Wethersfield. Then they head to Glastonbury, Blueback, Westfarms, and Manchester via Route 99 in favor of more established and community-supported shopping districts. 

"This is our own fault," he said. "We have cost our local small businesses millions of dollars in revenues, additional taxable grand list for the community and education, along with an opportunity to improve the shopping choices for locals."

According to Business Now, in 2006 P&Z appointed a two person liaison which met with a committee composed of members of the business community regarding a signage regulation revise. There was no follow-on action. It’s now seven years later.

"Signage is the least costly and most cost-effective promotional vehicle available for businesses," Coleman said. "There are few other traditional media advertising alternatives today and the Internet is absorbing 50 percent of brick and mortar business.

"Adjusting the sign code gives our small local merchants and services the ability to more effectively compete with other communities, stemming business 'leakage,' to develop new shopping opportunities and lower pricing for locals, as well as becoming a shopping destination mecca for outsiders, to hire more workers, and increase the grand list, while strengthening their business financials in an uncertain retail economy. It’s a win-win for all."