Salem Planning Board Meeting – September 23, 2025

This meeting of the Salem Planning Board, chaired by Joe Fioli, covered three new business items: a conditional use permit for a Whole Foods wall sign with raceway, a conditional use permit for a freestanding sign at Husin Motors, and a conceptual discussion for a 19,600-square-foot restaurant and entertainment project (Game On and Loretta's Last Call). The board also addressed several administrative matters and future planning items.

Consent Calendar

• Minutes Approval: The board unanimously approved the meeting minutes from August 26, 2025 (moved by Mr. Chair, seconded, all in favor, none abstaining) and September 9, 2025 (moved, seconded, all in favor, none abstaining).

Public Comments & Testimony

• Husin Motors Sign: Sheila, co-owner of Husin Motors at 8 Lowell Road, Salem, expressed support for the new sign, stating they would “really love an updated sign.”

Discussion Items

• Tuscan Village Block 1300 – Whole Foods Wall Sign: Applicant Mark Rose (Tuscan Village Development) requested a conditional use permit for a wall sign with exposed electrical raceway (three total for individual letters) on the east facade facing Route 28. The raceway is necessary because the wall contains an elevator shaft limiting penetrations. Planning staff (Jacob Lafontaine) noted that exposed raceways are generally prohibited for aesthetics but that this location presents a unique situation. The sign area meets signage requirements; the board discussed aesthetics and functionality. Member Norcross inquired whether the prohibition was aesthetic or functional; staff confirmed primarily aesthetic. No public comment was offered. The board voted unanimously to approve the conditional use permit with four conditions: (1) note permit on plan, (2) raceway color consistent with wall color, (3) any modification requires board review, (4) all representations incorporated. (Motion by Mr. Norcross, seconded.)
• Husin Motors – Freestanding Sign: Applicant Charles Raz (Raz Signs, New Hampshire) proposed replacing an existing pre-existing non-conforming sign (135 sq ft) with a new 57 sq ft sign having 21 sq ft of static changeable copy (37% of sign area). Planning staff noted the new sign is a betterment in size but exceeds the 20% changeable copy ratio. Staff recommended conditions limiting the 37% ratio to the 57 sq ft sign and requiring light lettering on a dark background. Public comment from co-owner Sheila supported the update. Board member Hatch questioned whether the sign standards should be updated given past approvals. After discussion, the board unanimously approved the permit with four conditions: (1) note on plan, (2) ratio only for sign ≤57 sq ft, (3) light lettering on dark background, (4) all representations incorporated. (Motion by Mr. Chair, seconded.)
• Salem Nym LLC (Lions Group) – Conceptual Discussion for Game On and Loretta's Last Call: Attorneys and representatives (David Campbell, Patrick Lyons, Dan Clary) presented a proposal to convert the former Sears Tire Center (19,600 sq ft) into two entertainment/restaurant venues: Game On (sports bar with bowling, arcade, karaoke) and Loretta's Last Call (country-western bar with dancing). Plans include a common kitchen, seasonal patio, and 10 bowling lanes. A traffic/parking study indicated ample parking in the north lots (C-lots) with over 700 surplus spaces under peak conditions; trip generation is 500 fewer daily trips than previously approved for the site. Planning staff showed existing elevations and recommended design improvements to break up blank walls, enhance pedestrian connectivity (crosswalk alignment, speed table), and consider third-party design review. Board members expressed enthusiasm but raised concerns about blank walls (suggesting pennants, banners), pedestrian safety across parking lots, and water impact. Applicant Patrick Lyons noted their architect (Gravity Architecture, Ray Schaefer) can address design comments. The board discussed whether to require third-party design review; some members felt staff coordination could suffice, while staff noted third-party review (Terry DeWolfe) is quick and adds value. No vote was taken; the conceptual plan will be refined for formal submission.
• Other Matters: Jacob Lafontaine updated the board on several items: (1) Whistle Hill subdivision water line extension – board discussed removing sprinkler requirement if hydrants installed; staff to consult municipal services on demand assessment. (2) Tuscan Village holiday pop-up shops – board concurred with temporary event permit for shops in open space areas. (3) Red Old Barn – board agreed to release landscaping bond upon installation of three remaining trees. (4) Zoning amendments – staff noted town council approved four amendments; workshop planned for next light agenda. (5) Short-term rentals – board discussed possible future workshop to revisit regulations after state law changes.

Key Outcomes

• Whole Foods Sign (Tuscan Village): Unanimous approval of conditional use permit with four conditions.
• Husin Motors Sign: Unanimous approval of conditional use permit with four conditions.
• Game On/Loretta's Last Call: No formal action taken; conceptual discussion concluded with direction to refine design, address pedestrian circulation, and potentially use third-party design review. Formal application to be submitted.
• Whistle Hill: Staff to seek municipal services input before modifying sprinkler requirement.
• Tuscan Holiday Shops: Board consented to temporary event permit.
• Red Old Barn: Bond release authorized after tree installation.
• Future Agenda: Workshop on zoning amendments and short-term rentals is planned.