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Resch Expo signage approved with video board

By Kevin Boneske
Staff Writer


ASHWAUBENON – The village board last month approved an amendment to the Resch Expo’s Planned Unit Development (PUD) related to dimensional and technical standards for the expo signage.

The amended PUD for expo signage includes:

• One two-sided monument sign not to exceed 4 feet in height or 40 square feet per side, not including the concrete base, at the corner of Oneida Street and Armed Forces Drive.

• One wall sign not to exceed 200 square feet on the north (Lombardi Avenue) elevation.

• Two wall signs not to exceed a total of 185 square feet on the west (Oneida Street) elevation.

• Two wall signs not to exceed a total of 210 square feet on the south (Armed Forces Drive) elevation.

• One media mesh not to exceed 825 square feet located on the west (Oneida Street) frontage and utilizing electronic means to depict rolling static messages.

• One electronic message center (EMC) with a video board not to exceed 860 square feet located on the south (Armed Forces Drive) frontage.

The video board generated the most discussion by the board.

Trustee Gary Paul, who recommended the amended PUD as a member of the Site Plan Review Committee, said village staff will have to explain why a video board is being allowed there when the village limits LED signs elsewhere to 32 square feet.

Paul pointed out the village earlier this year didn’t allow a 672-square-foot LED sign for a planned six-story office building at the east end of Marina Circle.

Village Manager Allison Swanson said the office building project is located on the waterfront adjacent to a residential area, while the Resch Expo is located in the Sports and Entertainment zoning district.

“We will be looking at loosening our (signage) regulations within the Sports and Entertainment district itself…,” she said.

The amended PUD will allow the EMC to be used for rolling static messages of upcoming shows, events, etc., during non-event times or when there is no programming for the plaza area.

It will also be used for video purposes during ticketed events (up to one hour before and after the event) or when there is outdoor programming on the plaza with authorization through a special event permit issued by Ashwaubenon Public Safety.

Construction status

The Resch Expo is scheduled to be completed by next January.

It is being built with more than 120,000 square feet of usable space.

Construction has been underway since last summer where the Brown County Veterans Memorial Arena, Shopko Hall and former Packers Hall of Fame were demolished at the southeast corner of Lombardi Avenue and Oneida Street.

The Resch Expo has a total budget of $93 million with funds to pay for it to include money from the Lambeau Field stadium tax refund, naming rights paid for by former KI CEO Dick Resch, the half-percent Brown County sales tax and the bulk of the funds coming from room tax dollars.

Though the legality of the county sales tax to fund Resch Expo has been challenged by the Brown County Taxpayers Association (BCTA), the case was dismissed in a ruling issued Tuesday, March 24, by Brown County Circuit Court Judge John Zakowski.

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