N. Beverwyck Shopping Center to Get New Look

A Lake Hiawatha shopping center will get a visual kick start in the form of a new sign, thanks to the Parsippany Zoning Board of Adjustment.

At its Wednesday night meeting, the ZBA approved a request by M&S Paterson Realty to install a new free-standing sign for its retail center at 450 N. Beverwyck Road. The center has eight tenants, including the , Papa John's Pizza and .

The original sign was the victim of an unfortunate accident in 2011, said Stephen Schepis, the realty company's attorney.

"The sign came in contact with an automobile in motion and was demolished," Schepis said. 

"Pun intended, we see this as an opportunity by accident to improve the overall appearance of this center."

Schepis said the size of the sign makes it necessary for dimensional variances to be obtained.

Michael Choi, a principal of the realty company, testified before the ZBA.

"We are desirous of building that free-standing sign on the same location with comparable dimensions," Choi said.

He added that the sign would provide "modest but sufficient" signage for the tenants and would fit in with other signs in the area.

Board member Loretta Gragnani noted that Choi made it possible for Landmark Floral Shoppe to have use of a vacant location in the shopping center to use as a base for the since Irene hit in August.

"It was our honor to assist in whatever capacity we could for that particular cause," Choi said.

Mia Petrou, a licensed planner with Kenneth Ochab and Associates in Fair Lawn, testified that while township law allows a maximum sign area of 25 square feet, the developer is proposing 85.6 square feet for this project.

"Because the shops are set back so far from the street, visibility is an issue," she said.

Petrou testified that the larger size allows the sign to have more decorative elements. She said she sees a public benefit in improving the aesthetics.

"For the context of the neighborhood's feel, the size works," the planner said, adding that the project furthers the aims of Parsippany's master plan by contributing to the aesthetic character of the community.

"We're furthering the promotion of a desirable visual environment and increasing safety and identification."

Petrou told the board that the new sign is directed to motorists traveling along North Beverwyck Road and would impact nearby residential households. She said there would be "no significant impairment of the zone plan" while providing "appropriate identification of the site, given the large setback of the shopping area."

Architect Adam Feld of Jersey City testified that the sign will feature the logos of the national retailers (for instance, Papa John's Pizza) along with the names of locally owned retail tenants.

The testimony finished, the board put the matter to a vote and approved M&S Paterson Realty's request unanimously.

The ZBA next meets Wednesday, Feb. 15 at 7:30 p.m. at .