Commission grants variance for larger Love's freeway signage at Wardwell interchange

The Natrona County Board of Commissioners approved a zoning variance allowing a proposed Love's Travel Stop at the Wardwell/Howard Street interchange to install a taller and larger pole sign and expand total allowable on-site signage.

Planning staff's report said the variance sought increases to a pole sign height (requested 80 feet vs. county 40-foot limit), a major increase in pole sign area (requested about 989.5 square feet vs. 100 square feet allowed), a larger freestanding sign on site, additional directional signage and an increase in the site's total permitted sign area (a requested total of about 1,881.83 square feet vs. a base allowance tied to frontage). Staff recommended approval, citing guidance from the United States Sign Council about legibility and driver reaction time at highway speeds and the site's geometry (an overpass grade that can obstruct visibility).

Sean Gustafson (planning staff) summarized the application and the technical justification for the variance. He told the board that the requested dimensions are consistent with other truck-stop projects and that YDOT (Wyoming Department of Transportation) does not regulate on-premises signage for that purpose but will evaluate access and approach permits.

A Love's representative said sign engineering (including soil bores and tower design) would address wind and foundation loads and that engineers typically design the structures to meet safety factors and not to fall onto roadways. Commissioners asked whether nearby industrial property owners would be impaired by the larger sign; staff said no and noted the site's separation and industrial context. No public opposition was recorded at the hearing. The variance motion passed with the board approving staff's findings.