Shell Gas will not have a sign any taller than a sign for a RaceTrac under development at the intersection of Ga. 124 and Ga. 211 after a request was denied at a Braselton Zoning Board of Appeals meeting.
The Georgia Department of Transportation removed Shell’s sign on Ga. 211 as part of ongoing construction, and the station requested a variance for relief from town development codes in its effort to re-establish the sign.
“We will have to absorb the costs for reinstating our sign,” said Shell representative Richard Caputi. The company asked the board for permission to not only re-establish the sign but also raise it.
“Our main concern now is the competition that will be brought by the future RaceTrac development,” Caputi said.
“We expect our business to drop by 10 to upwards of 50 percent. Having a noticeable sign is paramount in keeping customer flow.”
Many businesses, including Shell, were grandfathered into the current ordinance rules. Shell was granted a total height of 20 feet, allowing four feet of pole underneath the 16-foot sign. It also was granted the exception that it is to begin those 20 feet at the road level.
The Braselton Town Council will review the case within the next month for approval.