Plan commission approves projecting sign to identify St. Rita Square senior living

The City Plan Commission voted to approve a minor modification that will allow a new projecting sign on the senior living building at 728 East Pleasant Street, part of the St. Rita Square development.

Kristen Connolly of DCD planning told commissioners the proposed blade sign would be allowed if it follows Milwaukee code limits — projecting no more than 4 feet into the public right-of-way and mounted at least 10 feet above the adjacent sidewalk — and that the Department of Public Works raised no concerns so long as those conditions are met. Amy Sheinemann of Capri Communities, which owns and operates Saint Rita Square, said the sign is intended to increase public awareness that the property is a senior living community rather than general multifamily housing. "The purpose for saying 'senior living' is just to truly give awareness," Sheinemann said.

Commissioners asked about color, illumination and whether other wayfinding signs identify the Saint Rita Square portion of the site. Sheinemann said the proposed blade sign would use Capri's branded blue and gold, would be non‑illuminated and was added because existing monument and wall signs are set back from Van Buren Street and do not provide visibility along that frontage. Staff noted the sign will be required to meet the code's placement and height standards.

After questions from commissioners about safety and design, a motion to approve the file passed by voice vote.

The approval allows the developer to install the projecting sign subject to the code limitations noted; no separate design review or additional ordinance was recorded at the hearing.