Council approves H‑E‑B sign variance at I‑30 site after size/height compromise

The Rockwall City Council approved a variance March 2 allowing H‑E‑B to install a taller, larger pole sign at its I‑30 property after the company agreed to reduce the original request.

Staff member Jeffrey introduced the item, saying H‑E‑B had two existing pole signs (one 40 ft and 198 sq ft) and was seeking a replacement up to 85 ft and 658 sq ft. Jeffrey explained the sign ordinance allows variances when compliance would create a hardship and noted that some corridor projects previously received special approvals.

John Rose, representing H‑E‑B, told the council the purpose was to increase visibility from I‑30 so motorists — including first responders — could make decisions before reaching the freeway overpass. "We want to bring people in further from further away," Rose said. He described airport height constraints and local topography that informed the requested height.

Council members pressed on height and total square footage, noting concerns about sign proliferation and scale along the corridor. Wendy Allgood of FSG Signs told the council a visibility study showed smaller signs would not be legible at the required distance. After discussion, H‑E‑B offered to reduce the height to 75 feet and to drop one panel (pharmacy) to reduce the overall sign area. Councilmember Lewis moved to approve a variance allowing a 75‑foot sign with a total area of 524 square feet; the motion was seconded and passed unanimously.

The variance authorizes the sign as modified; staff and the applicant agreed to finalize the sign plan consistent with the council’s conditions.