Lehigh Valley Children's Hospital To Get Colorful New Sign

was granted permission to erect a new illuminated sign for its Children's Hospital that is larger than Salisbury Township's zoning ordinance permits.

By a vote of 4 to 1, the township's Zoning Hearing Board voted Tuesday to grant the hospital a variance to build a 562.5-square-foot internally illuminated sign on top of the north side of the Fred Jaindl Family Pavilion, which faces Interstate 78. The Jaindl building currently houses most of the hospital's pediatric services. Board member Ronald Evans voted against the variance.

The ordinance allows for 20-square-foot signs no higher than 35 feet above ground level in an R-3 residential zoning district. The new sign will be 98 feet above ground level.

The signs would say Children's Hospital in a colorful and friendly child-like typeface to appeal to children who may be apprehensive about going to the hospital, said Dennis E. Harman, an engineer with The Pidcock Co., which designed the plans.

The sign would include the Lehigh Valley Health Network's blue-and-green logo and possibly a company or donor's name, which Susan Hoffman, vice president of marketing and public affairs for Lehigh Valley Health Network, told the board the hospital was in the process of securing.

Lehigh Valley Hospital was actually designated a children's hospital six years ago, but was only being marketed now after "slowly putting pieces together" and enhancing the program, Hoffman said. In July, the hospital debuted its pediatric residency program and in 2011 opened a .

Hoffman said the Children's Hospital Association requires the hospital to create a "distinct identity," but does not specify how. She said a sign would help identify the hospital to patients' families traveling from long distances who are unfamiliar with the area.

The hospital's request comes at a time when the township is considering updating its zoning ordinances that would create a around the hospital, which is in a largely residential area. Neighbors who live behind LVH are concerned about the construction of tall buildings and increased commercialization near their homes.

Board member Edward Hare wanted assurance thewould not be able to see the sign or any light that it would emit. Harman said because the sign is internally illuminated, "there should not be a glow" or "light up the sky."

John Sartorious, who lives on the north side of I-78 in the Saddle Brook neighborhood of Salisbury Township, told the board he was concerned he might be able to see the sign or its light. He suggested it consider smaller, lower signs. Sartorious said LVH's proposed tall, bright sign seemed more for marketing purposes.

Board Chairman James Kelley questioned the need for the sign and said the hospital has too many confusing signs on its campus as it is.

Hare said on a recent visit to the hospital, he felt "like Alice in Wonderland. I couldn't find my way around."

"Maybe we should put a yellow brick road in there," Kelley replied.

"It's not in the ordinance," said Hare.