A ‘beacon’ or Las Vegas-style excess? St. Vincent’s sign denied

BRIDGEPORT — Hartford HealthCare’s latest effort to put its brand on Connecticut’s largest city has, for now, failed.

Representatives for the new owner of St. Vincent’s Medical Center and from Mayor Joe Ganim’s economic development office Monday could not convince the Planning and Zoning Commission to amend local regulations for a massive rooftop sign on St. Vincent’s.

Some zoning board members, including its chairman, Mel Riley, argued they are in the midst of a comprehensive re-write of Bridgeport’s entire zoning code and Hartford HealthCare’s request should be wrapped into that effort.

“To me — and I’m only speaking for me — it (is) spot zoning just to do hospitals, of which there are only two,” Riley said in a brief interview Tuesday. “There are plenty of high-rise buildings that might benefit from increased signage as well. We should look at the whole thing, comprehensively. Not cherry pick one building at a time.”

Other critics complained about the potential light pollution for residents living around the medical facilities and feared setting a precedent for large, garish signs on tall structures all around Bridgeport.

City Councilwoman Maria Pereira testified, “Is Bridgeport going to become the next version of Las Vegas? We don’t have any need for 20-foot lit signs on roofs.”

Hartford HealthCare finalized its takeover of the North End-based St. Vincent’s two years ago. Since then the company has undertaken an aggressive public relations campaign as it competes for Fairfield County customers, including frequent advertising on local cable television and buying the naming rights to Bridgeport’s newly opened amphitheater.

That latter move resulted in some controversy, with critics grumbling that another municipality’s name was plastered on an entertainment venue local taxpayers paid $12 million to help build.

For the past few months Hartford HealthCare has also been trying to convince city officials to loosen up the rules requiring roof signs be no more than three feet in height, which would then allow St. Vincent’s to pursue an application for a 20-foot sign.

Raymond Rizio, a prominent land use attorney hired by Hartford Healthcare, argued Monday that severalstory hospitals need large signage to stand out across the landscape and guide patients to their doors.

“We believe putting a three foot sign is the equivalent of having no sign,” he said.

But Riley countered if Hartford HealthCare is relying on a large sign to direct people in need of care to St. Vincent’s, then by that logic patients could mistakenly show up at the amphitheater by the harbor which opened in July. That venue has a large “Hartford HealthCare” sign on the side, not the roof, of the building.

William Jennings, a former chief executive officer of Bridgeport Hospital named president of Hartford HealthCare’s Fairfield County region in May, also testified at Monday’s meeting. He sought to convince the zoning board that good signage is crucial to St. Vincent’s mission — a “beacon” that “brings clarity” to and “reduces stress” on patients — but was also clear it is about marketing.

“We have a brand promise . ... It’s a new investment in Bridgeport (and) greater access to care for every resident of the city,” Jennings said. “So this is important for access and it’s important for the brand — the brand promise — for a new, major investor in the city.”

Rizio submitted a letter of support from executives at Bridgeport Hospital which stated “visible hospital signage, especially during times of stress, is extremely important.”

Rizio also argued that loosening up the existing three-foot limit does not diminish the zoning commission’s authority because that body will still have to review individual signage applications and dictate size, design and the strength of the lighting.

“We’re not tying your hands at all by doing this,” Rizio said.

William Coleman, the city’s deputy economic development director, also spoke in favor of the change. Both he and Rizio displayed photos of hospitals elsewhere in Connecticut and the country with large rooftop signs, emphasizing how common it is.

“The sign regulations as they currently exist are, by definition, restrictive,” he said. “You can’t even vary it. ... 20 feet wouldn't be acceptable on a building that’s three stories high. On a big building like that (St. Vincent’s) I think it’s worth considering.”

But the proposal received push back from Riley and some of his colleagues who disliked the timing. Following the recent update of the city’s 10-year master plan, the zoning commission in November is scheduled to hold hearings on the resultant changes to the zoning code and it was suggested the topic of signage be wrapped into that effort.

Rizio said Hartford HealthCare was pursing it now because of the uncertainties surrounding the overall zoning overhaul.

“We have no idea when it’s going to be approved, what issues will come up in public hearings, who’s going to appeal those issues,” he said. “Things can go on and on.”