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Santa Rosa Design Review Board seeks to rein in Dick's sign

Dick's Sporting Goods likes big stores and big signs.

The Pittsburgh-based retailer, which hopes to open a store just south of Coddingtown mall, requires its store entrances be tall, wide, and prominently display the Dick's logo on a green background.

"They want you to be able to go anywhere in the country and say 'That's a Dick's,'" said architect Ed Wade of Herschman Architects in Cleveland.

But Santa Rosa's Design Review Board on Thursday objected to the proposed store's massive entrance, which members said looked like a 50-foot tall billboard bolted onto the front of a one-story building.

"I think it's there to be a billboard," Chairman Doug Hilberman said of the entrance. "I think it's out of proportion with the rest of the store. (It) seems to be there for no other reason than to provide signage."

Board member Warren Hedgpeth called the size of the entrance tower "very disarming" and said its "tipsy topsy height" wasn't well integrated with the rest of the structure.

"I think the scale is too big. It's too loud. I think it's better to scale it down some," Hedgpeth suggested.

The size of the entrance was just one of many concerns expressed by the board about the application by Codding Enterprises, which said it has been working for two years to land Dick's as a tenant for a proposed 50,000-square-foot building at the intersection of Cleveland and Edwards avenues.

Some wanted to see better access for pedestrians and improved parking. Others wanted the side of the building facing an apartment complex to be something other than a blank wall. More information was requested about how two heritage oaks would survive construction.

Some members of the public worried about how the project would impact the western landing of a future bicycle bridge planned for the area.

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