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Council OKs Hotel Signs

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By KATHY STEELE

The Tampa Tribune

Published: May 7, 2008

EAST TAMPA - A city council majority opted to allow two 50-foot signs at a proposed 50th Street hotel to grab the attention of Interstate 4 motorists.

The 4-2 vote overturns a February decision by the Variance Review Board that the signs don't meet city standards, which allow for two 35-foot signs. A council vote April 23 ended in a 3-3 tie, with Chairman Tom Scott absent.
Councilman John Dingfelder, who voted no on the first go-round, was absent for Thursday's vote, but Scott's yes vote provided the majority for approval. Charlie Miranda and Linda Saul-Sena voted no.

"I think it's sign pollution," Saul-Sena said.

Scott said the newly widened and elevated freeway makes it difficult for motorists to spot the hotel, which he hopes will benefit the East Tampa community redevelopment area. The district, bordered by Hillsborough Avenue, the city limits and interstates 275 and 4, receives a portion of local property taxes for reinvestment in community projects.

"So we have to ensure that the project is successful," Scott said. "If you're passing by and you can't see the signs, it's not going to be successful."
East Tampa Ventures plans to remodel the former Milner Hotel, 2708 N. 50th St., and reopen it as Quality Inn & Suites. A second five-story hotel and restaurant are possible if the venture is profitable.

The city, with the recommendation of the East Tampa Community Revitalization Partnership, agreed to contribute about $680,000 in property taxes and could be asked for more money.

The developers plan to create a community gateway by donating land for road widening, building a clock tower monument and adding green space. The hotel and restaurant could produce about 90 jobs.

Miranda said he would not object to one 50-foot sign.

Councilman Joseph Caetano said motorists would be past the exit by the time they spotted one sign and need the second sign to redirect them to the hotel.

Councilwoman Mary Mulhern agreed.

"It's really difficult ... to figure out how to ever get there," she said.

Reporter Kathy Steele can be reached at (813) 835-2103 or ksteele@tampatrib.com.

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