The Blaine City Council approved a conditional use permit on August 17 that allows the upcoming Scheels location to install four large wall signs and one LED display. The vote passed with six members in favor and one dissenting vote from Council Member Tom Newland.
The approved signage plan includes specific dimensions for each element. A west elevation wall sign will measure 51 feet 10 inches by 6 feet 8 inches, accompanied by a canopy sign of 33 feet by 4.2 feet. Additional wall signs are planned for the south and east elevations, both measuring 51 feet 10 inches by 6 feet 8 inches.
An LED screen will wrap around the south and west walls.
Community Development Director Sheila Sellman noted that current ordinances do not explicitly define the proposed LED sign, while the wall signage could reach up to 150 square feet. She stated that the request aligns with the scale of the building and that a rezoning could potentially allow for even more signage in the future.
A representative for Scheels argued that the size is necessary because many potential customers are unfamiliar with the brand. The representative cited a similar setup at an Oklahoma City location as a precedent.
Council Member Tom Newland expressed hesitation, calling the request a significant ask and questioning if alternatives existed. He noted past opposition to signage from himself and Council Member Jess Robertson regarding a nearby property housing Pizza Pub Prime and Scooters Coffee.
Council Member Leslie Larson indicated she would support the measure, citing consistency with her vote on the previous development. She highlighted that public messages referenced earlier conversations about signage across the street.
