Gas station wants taller, bigger signage with LED display three times size permitted by code

The new BP gas station being rebuilt at Middle Road and Interstate 74 doesn't want motorists to miss noticing its advertising as they zip along the heavily traveled roadway between Iowa and Illinois.

The station has asked the Bettendorf Board of Adjustment to grant four variances which would allow the station to increase the height of its on-premise sign, increase the size of the on-premise sign, permit an electronic display three times larger than allowed by city code and allow the sign 10 feet closer to the adjoining property line/interstate on-ramp.

The variance requests will be heard by the board at its Thursday (June 12) meeting.

City staff says it has no issue with the setback reduction, but doesn't believe the other variances should be granted.

"Staff cannot identify any hardship for the other portions of this request and believes that simply refacing the existing sign. . . will fulfill the needs of business name identification, company name identification and gas prices," the staff report to the board states. "If the best way to display gas prices is with a programmable sign, then the 50 square feet portion allowed by code is large enough to serve that purpose as well."

The company is seeking a variance to boost the sign height from 20 feet to 52 feet, and boost the sign size from 125 square feet to 344 square feet. The variance for a larger electronic LED programmable sign would allow an increase from 50 square feet to 150 square feet.

Molo Oil Company of Dubuque is seeking the variances for the rebuilt BP/Big 10 Mart gas station, 999 Middle Road. The station is adjacent to the new Hilton Garden Inn being constructed on the old site of the Holiday Inn.