253 Essex Street Statement of HardshipDear Members of the Zoning Board of Appeals,
I am writing to respectfully appeal the decision regarding the proposed exterior signage for Blackcraft Coffee,
located at 253 Essex St Salem MA 01970. As a small business owner committed to serving the downtown Salem
community, I believe the requested signage is not only a vital component of our business operations but also aligns
with the broader goals of enhancing the local economy and aesthetic appeal of the area.
The proposed sign has been thoughtfully designed and has the DRB’s approval. We ask that you take into
consideration the below circumstances regarding our business(es).
- 253 Essex Street, the location of Blackcraft Salem the retail store as well as Blackcraft
Coffee, is the original Merchants National Bank with over 110+ years of history. Occupying a
historic building, we are very limited in what can be done with the façade of the building on
Essex Street. Generally, most retail businesses along Essex Street in Downtown Salem have
large windows at eyelevel, that can easily be seen by the foot traffic allowing for proper
marketing of products and/or services sold by the business. With our existing façade this is
not possible therefore making the only viable marketing for our businesses, exterior blade
signage and A frame signage.
We understand the importance of maintaining the integrity of the zoning regulations and the community’s
expectations. Unintentionally, due to a miscommunication with the vendor, the sign was hung without approval
before being removed upon realizing the issue. Attached to the application for appeal you will find photo and video
of the actual sign hung during this time.
We are aware that code prohibits more than one such sign for each entrance door to a business establishment
however we are asking the board of appeals to consider the additional sign given the marketing challenges we have
with the historical façade. In addition, we ask that the board consider the amount of frontage our business
occupies on Essex Street. We feel the code is written to protect Downtown Salem from an overpopulation of
signage given the proximity of the lots. If approved, we would have 3 blade signs placed over 108 feet we occupy on
in Essex Street, roughly 54 feet between each sign (more spacious than marketing in many other parts of
Downtown Salem.)
As previously mentioned, the proposed sign was in place for a few weeks. During this time the business did not see
an issue with customer wayfinding. We understand the board may question the placement and therefore we
suggest adding a rider to the bottom of the cauldron stating “Inside Blackcraft”.
I kindly request an opportunity to meet with the board to present additional details and hear any further feedback.
Thank you for considering this appeal.
Sincerely,
Kirstie Phillips
Co-Owner, CEO
Blackcraft Salem, Blackcraft Coffee & Haunt Blackcraft