Chicago City Wire

New sign regulations have been approved by the City Council for three downtown shopping corridors, aimed at increasing advertising flexibility for local businesses. These changes affect the Michigan Avenue Special Sign District and the State Street/Wabash Avenue Special Sign District, allowing larger and more varied signage.

Ciere Boatright, commissioner of the Department of Planning and Development (DPD), stated that these amendments are based on input from retail tenants and property owners. The goal is to accommodate new technology in retail signage while preserving the historic character of each corridor. "Retailers across the country are facing existential challenges involving brick-and-mortar stores, and more flexible sign regulations are a proven way to reach customers and increase sales," Commissioner Boatright said. "These refinements reflect a commitment to businesses while also protecting each area’s legacy as a premiere, one-of-a-kind shopping destination."

For Michigan Avenue, changes include increasing a business's maximum total sign area from two to three square feet per linear foot of street frontage. New types of signs allowed include banner signs up to four feet by 15 feet, projecting signs up to four feet by three feet, illuminated letters and logos for cabinet signs up to three feet by 10 feet, and interior dynamic image display signs covering up to 30% of window size with restrictions on operating hours.

Additional adjustments in this district involve increasing window sign sizes from 15% to 30% of a window's area and allowing larger lettering on awning signs.

The State Street/Wabash Avenue district now permits projecting signs with dimensions similar to those on Michigan Avenue. It also allows window signs covering up to 30% of window areas and eliminates setback requirements for shop window signs.

Both districts have updated regulations for live theaters, permitting dynamic image displays on marquee endcaps without counting towards maximum sign areas.

These regulatory updates stem from Mayor Johnson’s “Cut the Tape” initiative alongside recommendations from the Urban Land Institute. Further amendments may be considered in response to contemporary advertising innovations.