The Kalamazoo Zoning Board of Appeals approved a package of dimensional variances on Sept. 24 allowing expanded wall signage and electronic message displays for the new Kalamazoo Event Center and its adjacent parking deck. The board approved variances to exceed maximum wall sign area, to allow individual signs larger than 200 square feet, to permit electronic message displays above the usual 25% copy allowance, and to permit full-motion video content on the parking-deck display within conditions established by staff and the applicant.

Kendra Daniel of TowerPinkster presented the application on behalf of the developer, describing the event center complex — which includes an arena, practice facilities, and an eight-story parking deck — and the applicant’s proposed signage plan. She said the large electronic display integrated into the north face of the deck would serve multiple uses: advertising arena events, promoting community events in the adjacent plaza, and providing a visual identity for the facility.

City staff explained which sign faces were exempt from the calculations (faces that are interior to the event deck/event center relationship and not visible from public rights-of-way) and recommended approval with conditions. For the full-motion video variance, staff and the applicant proposed detailed usage guidelines (including content restrictions and operational hours) and asked the board to condition approval on those guidelines. In public comment, Matt Conley, owner of 137 North Park Street, said he supports the project overall but asked for assurances about light and noise impacts on neighboring properties; the applicant confirmed the screen will be turned off by 11 p.m. and that the display would be designed to show building architecture when not in use.

The board took separate votes on each requested dimensional variance for the parking deck and for the event center; all were approved in roll-call votes. Several of the variances included the staff-recommended conditions, including that full-motion video be permitted only according to the operational guidelines the development team submitted and that electronic displays be turned off at 11 p.m. The board’s approvals do not authorize final content and require compliance with the city’s site plan and permitting conditions; staff said site-plan review and building permits will confirm final details, stormwater controls, and compliance with sign code conditions.

Next steps: The applicant will incorporate the board’s conditions into the site plan; staff will include the EMD usage guidelines in the decision letter and the building permit. The applicant and staff indicated they will continue to coordinate with nearby property owners on light and glare mitigation.