Elimination of signage that the City has determined to be a cause of unsafe traffic and visibility conditions for pedestrians, bicyclists, drivers, and passengers.

Protection of pedestrians, bicyclists, drivers, and passengers from injury caused by the faulty and uncontrolled construction and use of signs within the City.

Protection of pedestrians, bicyclists, drivers, and passengers from injury caused by distractions, obstructions, and hazards created by certain signs or by cluttered, distracting, or illegible signage.

Promotion of the public welfare, health, and safety of all persons using public thoroughfares and rights-of-way within the City of Lake Geneva in relation to the signage displayed thereon, or overhanging, or projecting into such public spaces.

Preservation of the value of private property by assuring the compatibility of signs with surrounding land uses.

Assuring that public benefits derived from expenditures of public funds for the improvement and beautification of public streets and other public structures and spaces are protected from visual blight and unsafe conditions by exercising reasonable controls over character and design of signage.

Advancing the aesthetic goals of the City throughout the community and ensuring the effectiveness and flexibility in the design, creativity, or use of signage without creating a detriment to the general public.

Traffic control devices and similar structures erected by roadway authorities located within a right-of-way to communicate regulatory, directional or similar information to users.

Decorations that are incidentally and customarily associated with a holiday, community festival or similar event.

Flags which do not contain a commercial message or commercial logo or branding.

Art works, including, but not limited to, wall murals and statues, which do not contain a commercial message or logo or branding.

Building colors and lighting which do not contain a commercial message or commercial logo or branding.

Window displays of merchandise, pictures, or models of products or services incorporated in a window display, which are not directly attached to an interior or exterior window surface.

Vehicles that are licensed, operable, and parked in legal parking spaces.

Individual signs that are less than one square foot in area. Individual signs shall not be combined in a "mosaic" arrangement to create a resulting larger sign.

Construction site banners as defined in Wis. Stats. § 66.1102(5)(a).

Freestanding Sign Category. A sign permanently resting on or supported by a slab, pedestal, post, pylon, or any other form of base located on the ground.

The following Freestanding Sign Types are addressed by this article:

On-Building Sign Category. A type of sign permanently affixed to a wall of a building, and which is generally oriented and sized for visibility to motorists.

The following On-Building Sign Types are addressed by this article:

Pedestrian Category. A sign attached to the facade of a building and mounted just above sidewalk level, and which is oriented and sized for visibility to nearby pedestrians rather than to motorists.

Changeable Copy Sign Category. A sign typically used to advertise daily specials, daily menu items, or on-site events that change on a frequent basis and which usually includes changeable copy. This type of sign is often associated with restaurants, taverns, retail stores, music venues, and retail stores.

The following Changeable Copy Sign Types are addressed by this article:

Window Sign Category. A type of sign that is either painted onto a window, attached to the inside face of an exterior window, or located inside a building within three feet of a window and intended to be viewed from the exterior of the building. Window Signs may face toward the outside, the inside, or both.

Temporary Board and Banner Sign Category. A sign located outside of a building for a defined display time limit. Such signs are often used for the purpose of informing the public of a sale or special offer.

The following Temporary Board and Banner Sign Types are addressed by this article:

Temporary Flag and Feather Sign Category. A sign located outside of a building. Such signs are often used for the purpose of informing the public of a sale or special offer.

Temporary Approved Development Sign Category. A sign which is limited to display only during the active development of a building or plat but does not include construction site banners defined under Wis. Stats. § 66.1102(5).

The following Temporary Approved Development Sign Types are addressed by this article:

Site Guidance Sign Category. A Sign Category that includes signs that the City finds essential or highly desirable in order to protect the public health, safety, or welfare. Specifically, these signs are used to provide information essential to the following public purposes: to deliver mail; to identify property addresses for the provision of emergency services such as fire or rescue service; to identify the management of rental properties for the provision of emergency services; to provide information about parking limitations or warnings against trespass; and, to provide information about required traffic flow where a safe path to a destination is not evident.

The following Site Guidance Sign Types are addressed by this article:

Placemaking Sign Category. A Sign Category that conveys information which the City of Lake Geneva finds desirable to encourage placemaking, particularly related to officially recognized historic places, officially-designated neighborhoods, and conveying information for the general public. Signs in this Category are optional and are only permitted through official government action, including designation of historic places, creation of outlots in a plat or certified survey map, and the presence of an Institutional land use.

The following Placemaking Sign Types are addressed by this article:

Yard Sign Category. A Sign Category which is available to all land uses and is intended to accommodate a wide variety of sign purposes (e.g. garage sale signs, for sale signs, political signs, "slow down for kids" signs, on-premises advertising signs, etc.), often needed on a temporary basis. Such signs are freestanding and mounted on one or two stakes or posts and do not have footings. Yard Signs are not permitted in any street terrace or other portion of a right-of-way.

The following Yard Sign Types are addressed by this article:

Electronic Message Signs shall be permitted only with nonresidential land uses. No more than one Electronic Message Sign shall be permitted per site.

In addition to the setback requirements of this article, no Electronic Message Sign shall have a message that is visible from any residential zoning district within 150 feet of the sign.

Electronic Message Signs may be integrated into the design of the following Sign Types: Freestanding Signs, Drive-Thru Signs, or Community Signs, but may not comprise more than 50 square feet of the sign's total area. Electronic Message Signs shall count toward the site's maximum permitted sign area.

Messages and non-text images shall not change appearance more than once every 10 seconds and transitions between messages shall be via instantaneous change. Use of Electronic Message Signs for images, text, or lighting that change appearance in a manner not permitted above shall be considered animated signs, which are prohibited per Section 98-830.

Electronic Message Signs shall be equipped with photosensitive equipment which automatically adjusts the brightness and contrast of the sign in direct relation to the ambient outdoor illumination.

Electronic Message Signs shall comply with the exterior lighting requirements of Section 98-707.

Electronic Message Signs shall be maintained so as to display messages in a complete and legible manner.

Each business shall be eligible for integration into a Group Development Sign. The allocation of the sign area for each business shall be determined by the property owner.

Group Development Signs shall be configured as a Monument Sign per Section 98-805, Subsection (1)(a)1.

Group Development Signs may be increased by up to 50% in area and up to two feet in height above the maximum sign area and height established in Figure 98-811(1).

Once a sign permit is granted for a proposed Group Development Sign, all existing freestanding signs on the site shall be brought into conformity with this article.

The rules for signs in the Business Signs—Permanent Group are located in Figure 98-811(1).

Additional rules pertaining to the Freestanding Sign Category are located in Figure 98-811(1), Subsection A.

The rules for signs in the Business Signs—Other Group are located in Figure 98-811(2).

The rules for signs in the Miscellaneous Sign Group are located in Figure 98-811(3) and Figure 98-811(3.A).

Signage for all uses in the planned unit development zoning district shall be permitted per the underlying zoning district and may be granted flexibility through the planned unit development process.

The height of a freestanding sign shall be measured from the average ground level adjacent to and at the base of the sign to the top of the highest attached component of the sign, or from the centerline grade of the nearest adjacent public road, if such information is supplied with the permit application and confirmed by the Zoning Administrator, whichever is higher.

The average ground level is defined as the average elevation of the ground upon which the sign supports are placed, except when the sign supports rest upon a berm or other area elevated above the surrounding ground. In such cases, the average elevation of the base of such berm or other area shall be considered as the ground level.

In the case of a freestanding sign (including three-dimensional objects), sign area shall include the total sign area(s) that can be viewed from any single vantage point. i.e., for a typical freestanding sign that faces two directions, only the largest sign face visible from any single vantage point shall count toward the total permitted sign area. Sign area shall not include any elements of the sign structure designed solely for support of the sign structure and located below or to the side of the sign message. Examples of parts of a freestanding sign structure which are exempt from the sign area include the sign base and the supporting columns, posts, or poles.

For signs comprised of individual letters and related copy which are attached to a background surface with one or more neutral surface colors, sign area shall be measured as the sum of the smallest rectangle enclosing each letter or related copy. See Example 1 in Figure 98-815(2).

For signs comprised of individual letters and related copy surrounded by one or more sign background colors on individual panels, sign area shall be measured as the smallest single rectangle enclosing the entire sign message and any and all background color areas. See Example 2 in Figure 98-815(2).

Groupings of related smaller signs may be counted as one sign. In such cases, sign area shall be measured as the smallest single rectangle enclosing the individual signs and any and all background color areas. See Example 3 in Figure 98-815(2).

For signs comprised of one or more three-dimensional objects (i.e., balls, cubes, clusters of objects, sculpture or statue-like trademarks), the sign area shall be measured as its maximum projection upon a vertical plane. See Figure 98-815(1).

No Electronic Message Sign listed under Section 98-808(1), Permanent Gateway Sign under Section 98-805, Subsection (3)(b)2, or Community Sign under Section 98-805, Subsection (3)(b)3, shall be erected, installed, or constructed without approval from the City of Lake Geneva Plan Commission and the granting of a permit from the Zoning Administrator in accordance with the provisions of this section.

No On-Building Sign listed under Section 98-805, Subsection (1)(b), Suspended Sign under Section 98-805(1)(c)1, Menu Board Sign, Sandwich Board Sign, Bulletin Board or Drive-Thru Sign listed under Section 98-805, Subsection (1)(d), or Interior Site Navigational Sign under Section 98-805, Subsection (3)(a)2, shall be erected, installed, constructed, or maintained without the granting of a permit from the Zoning Administrator in accordance with the provisions of this section.

No Metal Plaque Sign under Section 98-805, Subsection (3)(b)1, shall be erected, installed, constructed, or maintained without the granting of a permit from the Historic Preservation Commission in accordance with the provisions of this section.

For signs requiring a permit in Subsection (a), above, this section shall apply and be construed to require a permit for a change of copy on any sign or for any conversions or changes in the sign structure.

This section shall not apply to repainting or re-facing with the same sign copy, cleaning, repair, or other normal maintenance of the sign or sign structure.

No new permit is required for signs which are in place as of the effective date this article, and such signs may remain as legal nonconforming signs if they do not comply with every provision of this article. Any alteration or relocation of such signs shall conform to the requirements of this article. Refer to Section 98-835 for rules pertaining to nonconforming signs.

Any sign permit granted hereunder shall not be assigned or transferred to any other sign, including a modified sign face or modified sign structure.

The owner or tenant may request the granting of one permit for all signs on a site that requires a sign permit.

The Plan Commission shall review all signs per Section 98-827, Subsection (1), all signs accompanying changes in land use or a new land use which must receive approval of a zoning permit, and sites which will have more than one sign viewed together as part of a group of signs. This may be required with a zoning permit for change of land use or a sign permit.

The name, address, phone number, and email address of the applicant.

The name of the business or land use the proposed sign will serve.

The name, address, phone number, email address, and signature of the property owner.

The name, address, phone number, and email address of the sign contractor.

The property's zoning designation.

The property's current land use or uses for the entire subject property, including all indoor and outdoor areas.

The approved site plan for the subject property (see Section 98-908). If a site plan was not previously required or approved, a site plan for the subject property with requirements as determined by the Zoning Administrator shall be provided. At a minimum, the site plan shall include the following:

Payment of the sign permit fee, as established in the City of Lake Geneva Fee Schedule.

A written statement that all temporary signs will be removed per the time limits of this article.

Any other information that may reasonably be requested by the Zoning Administrator for the purpose of application evaluation.

Any existing or proposed sign on property abutting a State Highway, United States Highway, or Interstate Highway may also require approval from the Wisconsin Department of Transportation or the Federal Highway Administration.

The Zoning Administrator shall review the application within 14 working days of submittal to ensure it is complete per the requirements of Subsection (3), above.

In cases where no other review or approvals are required under this article, the Zoning Administrator shall review said application for compliance with Subsection (5), below, and shall, in writing, either approve or deny said sign permit within 45 working days of the acceptance of the complete application and payment of the required fee. If the permit application is denied, the Zoning Administrator shall state the reasons for this. The failure of the Zoning Administrator to act within this time frame shall not constitute automatic approval of the sign permit.

When a proposed sign is associated with any development that requires a site plan, a sign permit shall not be granted prior to the approval of a site plan. In such cases, the Zoning Administrator shall review said application for compliance with Subsection (5), below, and shall place the item on the appropriate meeting agenda(s) within 30 working days of the acceptance of the complete application and payment of the required fee. Within 30 working days of recommendation or action by the body with recommending or approval authority, the Zoning Administrator shall approve or deny said sign permit based on such recommendation or action.

Sign permit fees are nonrefundable unless applications are withdrawn prior to the commencement of Zoning Administrator review.

A granted sign permit shall expire, and shall be null and void, if the sign is not attached or erected within 180 days after the issuance of the sign permit.

Any signage affixed to a building shall be dimensioned and located in such a manner that it fits the building's architectural features and proportions.

All signs shall be designed to fit the zoning and character of the surrounding area including compatibility with the building characteristics, adjacent uses, and adjacent signs. Special consideration should be made where proposed signage is located on or adjacent to locally identified historic structures or publicly owned recreation and conservancy areas. Signage in the Planned Unit Development zoning district shall conform to the planned or existing dominant architectural theme of the area. Signage in or abutting residential properties should be designed and located so as not to create a nuisance.

Signs illuminated by floodlights or spotlights shall be positioned in such a manner that none of the light spills over onto an adjoining property or glares or shines into the eyes of motorists or pedestrians. Light levels must conform to zoning requirements. All signs must conform to the sign illumination standards in Section 98-707.

The number of colors and materials of the sign should be kept to a minimum.

Landscape features shall be incorporated around the base of all permanent freestanding signs. Landscape plantings or other landscape materials shall not be considered as part of the allowable signage.

Whether the sign is designed, constructed, installed, or maintained in such a manner that it does not endanger public safety or traffic safety and minimizes conflict with vehicular or pedestrian circulation.

Whether the sign complies with all provisions of the City of Lake Geneva Municipal Code and Building Code, including those related to traffic safety, traffic visibility, sign setbacks, and structural integrity.

A sign permit may be revoked if the applicant has failed to comply with the provisions of this article or any conditions that may have accompanied the permit at the time of issuance. Revocation requires written notice by either the Zoning Administrator for Article 17 violations or the Building Inspector for Building Code or other construction code violations.

If construction, installation, or manufacture of a sign for which a permit has been issued has not commenced within 180 days from the date of the issuance of such permit, said permit shall be null and void and automatically revoked. If work authorized by such permit is suspended or abandoned for a period of 90 days any time after the work is commenced, the original permit shall become null and void. In such cases, a new permit shall be obtained to complete the work and a new permit fee shall be required.

Any sign subject to a revoked permit shall be removed by the licensee, sign owner, or property owner within 45 days of such revocation.

If the Zoning Administrator determines that any sign exists in violation of this article, the Zoning Administrator shall notify the sign permit holder or the owner of the property on which the sign is located. Said notification shall indicate that such violation shall be corrected within 60 days of receipt of said notice on penalty of automatic revocation of any sign permit, and that removal of the sign by the City may occur at the expense of the owner of the property.

If notification is sent and the violation is not corrected within 60 days, the Zoning Administrator shall revoke the permit for any sign which is in violation of this article. It shall be the duty of the Zoning Administrator to cause removal of such sign.

The expense of removing such sign shall be charged to the owner of the property on which the sign is located. If the owner fails to pay such expense within one month of being billed therefor, or has not made arrangement for payment satisfactory to the City Attorney, then such expense shall become a lien on the property and shall be placed upon the tax roll in accordance with Wis. Stats. § 66.0627.

Any sign illegally placed in a public right-of-way shall be subject to immediate removal and confiscation without notice by the Zoning Administrator.

A proposed adjustment that does not alter the size, location, or placement of the approved sign.

A proposed adjustment that would remove a sign component which is not required under the Article.

Number of signs. No more than three exterior signs for the same business shall be visible from any single vantage point on or off the subject property.

Area of signage. Signage area shall comply with the requirements for the Commercial Business (CB) District in Section 98-806, Subsection (6).

Types of signage. All signs found in Figures 98-811(1) through 98-811(3A) may be used for individual businesses. Roof signs, mobile signs and portable signs are not permitted in any instance. Special event signs shall be regulated per Section 98-805, Subsection (2) of this chapter.

Group development signs. Group development signs may be wall, projecting, awning or freestanding signs. Such freestanding signs shall be limited to one per lot, shall not exceed the height of the principle building on the subject property, shall be limited in area to a maximum of one square foot of sign area for every two feet of frontage along the public street located closest to the freestanding sign, and shall in no instance exceed the area allocated in Figures 98-811(1) through 98-811(3A). The base of freestanding signs shall be fully concealed by plants to a minimum height of 24 inches. The supports of freestanding signs shall be constructed of materials and in a style which is consistent with the materials and style of the principal structure on the site, and with the design guidelines as determined by the Design Review Commission.

Sign colors.

Sign materials. Permitted sign materials include glass, plastic, wood, brass, metal leaf, metal plates, canvass or related fabric, or etched glass, stone or concrete.

Sign illumination. Illumination of exterior signage shall be limited to shielded spotlight. The lighting element of such fixtures shall not be visible from public rights-of-way or adjoining properties. Flashing signs (including illuminated awnings with or without messages) are not permitted, including neon and related illumination systems.

Sign location. Wall signs, canopy signs and projecting signs shall not be located on any portion of upper stories. The location of signs shall fit the building. (See Figure 98-828(1), below.)

Removal of signs. Illegal nonconforming signs, poorly maintained signs, and obsolete signs pertaining to a closed business, shall be removed. The property owner shall be responsible for the removal of such signs.

Abandoned Sign. Any sign remaining in place on a site or a portion of a site (such as a single tenant in a multitenant building) that has been vacant, closed, or otherwise unoccupied for a period of 90 days.

Animated Sign. A sign having lights or illumination which flashes, scrolls, moves, rotates, twinkles, blinks, flickers, varies in intensity of color, or uses intermittent electrical pulsations. Electronic Message Signs meeting the definition and requirements of Section 98-808 of this article shall not be considered an animated sign.

Billboard Sign. An Off-Premises Advertising Sign which is freestanding, constructed of durable materials, and permanently affixed to a structure used to display advertisements and other messages to vehicle travelers for a fee paid to the owner of the structure.

Beacon Sign. Any light with one or more beams directed into the atmosphere or directed at one or more points not on the same site as the light source; also, any light with one or more beams that rotate or move.

Inflatable sign. A sign capable of being filled with and expanded by air or other gas, including "dancing" inflatable signs where air moves through the sign causing it to move.

Off-Premises Advertising Sign. A sign which directs attention to a business, commodity, service, or entertainment that is conducted, sold, or offered elsewhere than upon the site where the sign is displayed. Off-Premises Advertising Signs include billboards.

Portable Sign. A sign not permanently attached to the ground, that is designed to be moved from one location to another. Also, a sign mounted on a frame or chassis designed to be easily relocated, including unlicensed or inoperable vehicles or trailers whose principal commercial use is for signage. Licensed and operable business vehicles, trailers, or other pieces of equipment shall not be considered mobile or portable signs. Sandwich board signs meeting the definition and requirements of Section 98-805, Subsection (1)(d)2 of this article shall not be considered mobile or portable signs.

Roof Sign. A sign displayed above the eaves or cornice of a building.

Vehicle Sign. A vehicle, trailer, or other piece of equipment which contains any sign or advertising device, which is unlicensed or inoperable, or which is parked on a public right-of-way or in a location that is not an active worksite so as to be seen from a public right-of-way.

No sign shall be erected at any location where it may, by reason of its position, shape, color or design, interfere with, obstruct the view of, or be confused with any authorized traffic sign, signal or device, nor shall such sign make use of words such as "stop," "look," "danger," or any other word, phrase, symbol, or character in such a manner as to interfere with, mislead, or confuse users of streets or highways.

No fluttering, undulating, swinging, rotating, or otherwise moving signs such as windsocks, motorized signs, pennants, and streamers shall be permitted. This shall not apply to Banner Signs, Flag Signs, or Feather Signs as defined in Figure 98-811(2) or Community Interior-Oriented Signs as defined in Figure 98-811(3), Subsection B.4.

No signs shall project above the building parapet or eave, or be mounted on or extend above the roof, if attached to the building.

No flashing, scrolling, or animated signs shall be permitted. Flashing is defined as changing more than once within a 10-second time interval.

No signs shall be mounted to an unlicensed trailer or other unlicensed vehicle.

No beacon signs shall be permitted.

No off-premises advertising signs shall be permitted.

No abandoned signs shall be permitted. See Section 98-830, Subsection (1)(a).

No sign shall be located within a required bufferyard or within a permanently protected green space area.

No illuminated sign shall be permitted unless the illumination of the sign is so designed that the lighting element is not visible from any property within a residential zoning district.

No sign shall be erected, relocated, or maintained so as to prevent free ingress to or egress from any door, window, or fire escape, and no sign shall be attached to a standpipe or fire escape.

No sign shall be placed in a manner that would impede vehicular or pedestrian safety or impede access or visibility. Signs shall meet the visibility requirements of Section 98-703.

No private sign shall be attached to or painted on any natural feature (e.g., tree or rock), fence, fire hydrant, public utility pole, public light pole, or traffic regulatory structure, unless otherwise authorized by the City Engineer.

Unless otherwise allowed by this article, no sign shall be permitted within or extend into a public right-of-way.

Conceal the footings and related supporting structure, including bolts, flanges, and brackets with landscaping using the formula of two landscaping points for every foot of a sign's width as measured on the sign face or sign base — whichever is greater.

Construct the base of the sign from masonry or aluminum products. The tone and texture of the base shall reflect the principal building construction as close as possible. The base of the sign must be equal or larger in width to the face of the sign.

Follow the color scheme of the principal building and incorporate architectural features (such as sills, piers, reveals, capstones, medallions, etc.) which are part of the architectural makeup of the building shall be incorporated into the sign.

Legal nonconforming signs may be maintained.

Legal nonconforming signs shall not be altered or moved to a new location without being brought into compliance with the requirements of this article. See Subsection (3)(a), below, for what would constitute an alteration of a sign.

When the principal structure located on the site undergoes a change of land use per the lettered land use categories described in Article 2 of the Zoning Ordinance, all legal nonconforming signs shall be brought into conformance with the provisions of this article or shall be removed.

Whenever there is a change in the sign user (excluding off-premises signs), sign owner, or owner of the property on which the sign is located, the new sign user, sign owner, or new property owner shall forthwith notify the Zoning Administrator of the change. No new sign permit is required unless there is modification of the sign face or sign structure. The sign will continue to be considered legal nonconforming.

For the purpose of this section, alteration of a sign is considered to be any change to the sign's frame, supporting structure, lighting, material, height, location, or any other alterations as determined by the Zoning Administrator.

Altering a sign does not include maintaining the existing appearance of the sign; changing the appearance of the sign face; replacing the sign face or the supporting structure with identical materials, colors, and messages; changing the message of a Changeable Copy Sign; or changing the face of an Off-Premises Advertising Sign (as defined in Section 98-830(1)(f).

A tenant sign may be replaced to accommodate a new tenant sign without triggering the need to bring the entire project identification sign, or any of its parts, into compliance with the provisions of this article.

Within 90 days, the owner of the property shall take action regarding any sign and sign structures associated with the vacant building, portion of a building, or site located on the property. At the property owner's option, the property owner shall do one of the following: remove all such signs and structures, or replace the face of such signs with a blank sign face. If the property owner is granted an extension under Subsection (1)(b) below, the requirement shall not apply during the extension period.

An extension allowing signs or sign structures associated with vacant buildings, portions of buildings, or sites to remain on the property for an additional six-month period after the original 90 days have lapsed may be granted under the following conditions: