Aloft Chapel Hill has a modern architectural style that stands out, but hotel management is worried the hotel is being hurt by town restrictions on its signage.
“Every Aloft has their signage on the top floor except for Aloft Chapel Hill,” said Mark Sherburne, general manager of the hotel. “It has greatly diminished our visibility.”
On Monday night, the Chapel Hill Town Council discussed amending the height limit on signage in an effort to increase visibility for local businesses.
According to the town’s land use management ordinance, wall signage for Chapel Hill businesses is limited to the second floor.
Because of this, Sherburne said Aloft Chapel Hill’s signage is on the second floor and has plain white lighting — instead of the colored lighting used at some of Aloft’s more than 100 locations worldwide.
The amendment discussed by the Town Council Monday would allow signs near the roof-line of a building.
It could also allow smaller shopping centers such as Fordham Square and Glen Lennox to install larger commercial ground signs.
Businesses might also be able to display more ground signage.
“We need to help businesses prosper in Chapel Hill, and ensuring residents know where to find businesses is going to create a friendly business environment,” said Town Council member Lee Storrow.