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New sign proposed for theater project

Brad Kellar
Greenville Herald-Banner

The Texan Theater is wanting its name up in lights ... lots of lights.

The historic theater in downtown Greenville, currently undergoing a major renovation effort, would be home to a big new electronic sign if city leaders vote this week to approve a change in the code or ordinances.

The Planning and Zoning Commission has scheduled a public hearing during Monday’s regular session — starting at 5:30 p.m. in the Municipal Building, 2821 Washington Street — before voting on whether to recommend the change to the Greenville City Council.

The council will also conduct a public hearing, before taking a final vote on the proposal, during Tuesday’s regular session agenda, starting at 6 p.m. in the Municipal Building.

In a memo to the council, City of Greenville Building Official Steve Methven said he had been approached by Del Rio Construction requesting an amendment to the city’s electronic sign regulations in order to install a new sign at the theater. Methven explained the contractor was asking has requested the permitted square footage of the sign be changed from 20 square feet to 36 square feet.

Under the city’s current ordinance regulating electronic signs with variable messages, such signs may not exceed 20 square feet and sign characters must have a minimum height of 10 inches and a maximum height of sixteen 16 inches.

The signs may not be animated, flash, travel, blink, fade, or scroll. The signs shall remain static for not less than 15 seconds, except that time and temperature displays shall remain static for not less than three seconds.

Only one variable message electronic sign, either free-standing or attached to a building, is permitted per lot.

Methven said the organizers behind the Texan Theater renovation have spent approximately $5 million on the project.

“They have recently decided to purchase an electronic sign, in order to do the necessary advertising they will need to operate the business,” Methven said, noting the City of Greenville Main Street Board approved the idea.

Methven is recommending changing the sign regulations to allow up to 36 feet of electronic signage.