Anthony Segretto, owner of D’Aurizio’s Pizzeria on Curry Road, noticed a surge in business two years ago after he installed an electronic sign in his window that advertised the restaurant’s daily specials.
I’d been in the same location for six years without a lot of success, said Segretto, who bought the sign at a pizza expo in Las Vegas. `But after I installed the sign I had to hire three more employees to keep up.`
Last week, Segretto learned his beloved sign is in violation with Rotterdam’s town code.
On Wednesday, March 12, the Rotterdam Town Board held a public hearing on a proposed change to the town code that would allow public schools and firehouses to use flashing signs but would continue to ban churches, fraternal organizations, business owners and private citizens from erecting any sign illuminated by or containing flashing, intermittent, rotating or moving lights.
While Segretto said he hadn’t been cited for his sign, he wanted to ensure that he wouldn’t have to take it down if the town’s code amendment passed.
`Business had increased 25 percent, and I don’t do any other form of advertising,` said Segretto at the public hearing.
Segretto said he’s been considering opening a second location in Rotterdam, but would look to develop his business outside the town if he couldn’t install an electronic sign.
Tim Prescott, a sales consultant for Ray Sign in Schenectady also spoke at the public hearing. His company installed the electronic signs at Mohonasen High School and at the Blue Ribbon Diner in Schenectady. He said business has slowed because laws, like the one on the books in Rotterdam, only allow certain organizations to use his electronic signs.
`We’re not trying to turn the town into Las Vegas,` said Prescott. `This is a new type of signage. You can change the message periodically throughout the day with relative ease, regardless of weather.`
Supervisor Steven Tommasone said he thinks the board will have to take a hard look at its code, considering the needs of small businesses and fraternal organizations. He also said it’s important to consider quality of life issues of residents and to look at the codes of neighboring municipalities.
Originally, Tommasone said the board wanted to make an exemption for public schools and public firehouses to ensure public safety.
`In the event of an emergency, these signs could be used to provide important information to people,` Tommasone said at an agenda meeting in February.
He said the town will likely go forward with the proposed exemption, but will look closely at the possibility of revising the town code further, taking the needs of small businesses and fraternal organizations into account.
`We’re going to have the Department of Public Works look at some of the types of signs available,` he said. `What we don’t want to see is a proliferation of blinking signs. But, we also want to afford businesses and nonprofits to have some form of signage.`
Last month, the planning commission recommended that the board include `fraternal nonprofit organizations` in their exemption.
Tommasone said much of the problem stems from the fact that the town code is out of date. He said the current administration will continue to work toward updating the town code.
`It doesn’t take into account the sign technology out there today,` said Tommasone. `Our code responds to things that are very different from today.“
