Planning panel approves Amway Stadium sign program with limits on fence opacity and sponsor sizes

The Grand Rapids Planning Commission approved a plan sign program for the new Amway Stadium at 230 Winter Avenue NW on July 23, imposing conditions to restrict how sponsor branding and banners appear on the facility.

Staff presented the plan sign program and said the project proposes roughly 46 signs, including several that deviate from standards in the TNCC zone district. "We have over 40 signs to consider today," staff member Sarah told commissioners. Staff pointed to multiple oversized requests — for example, a proposed scoreboard-back wall sign outlined in pink that would allow roughly 1,400 square feet, while the zone typically limits wall signs to 50 square feet in the district.

Applicant representatives said the larger allowances provide flexibility for future sponsors and brand standards. "This is the way they typically build their buildings," Jason Blum, a developer representing the shopping‑center tenant, later told commissioners about tenant sign practices. Architect Robert Ferguson described the west elevation program and the applicant's intent to balance views into dining and club spaces with graphic identity on the facade.

Commissioners expressed concern about several elements, especially continuous fence banners and dense window graphics that could screen public plazas and diminish pedestrian connectivity. After discussion, the commission approved the plan but attached conditions: fence banners on the Great Lawn and beer‑garden edge must be no more than 60% opaque; sponsor signage sizes for specific locations must match the detailed illustrations submitted (not the larger pink allowance); and banners may be removed or reinstalled without an amendment provided area and counts do not increase. The chair announced, "Motion carries."