THE GOAT SIGN PACKAGE1
August 15, 2025
Design Review Board / Salem Redevelopment Authority
98 Washington Street
City Hall Annex, 2nd Floor
Salem, MA 01970
*Uploaded via City’s Online Permit Portal*
Re: Sign Permit Applications for Goat Restaurant at 311 Derby Street (the “Property”)
Dear Members of the Design Review Board and Salem Redevelopment Authority –
This letter details the signage proposal of Goat Salem, LLC for its proposed Goat Restaurant at
311 Derby Street and supplements the materials filed with our three (3) individual sign permit
applications. In total, we seek approval for eight (8) individual signage schemes which will
replace the signage previously utilized at the Property by American Flatbread. All of the
previous signage at the Property, to include approximately 27 sf of window signage,
approximately 20 sf of wall-mounted signage above the main front entrance, and the two-sided
internally illuminated free-standing pylon sign on the Property, with approximately 54 sf per
side, is proposed to be replaced.
The sign descriptions below correspond with the sign numbers assigned to the rendering and
elevation documents included with the applications.
1) Proposed Sign 1 (Wall-Mounted Sign): Proposed Sign 1 is a wall-mounted sign for the
space above the double-door entrance on the front façade of the building, as depicted in
the rendering and elevation included in our filing. The previous American Flatbread
wall-mounted sign in this location was approximately 20 sf in size. Proposed Sign 1,
inclusive of the words “The Goat” and a corresponding graphic of a goat, will be
approximately 18.06 sf in size, and is proposed to include the following design details:
o Materials: Aluminum and plexiglass
o Font “The Goat”: Old Western
o Letter Size “The Goat”: 10 inches
o Method of Attachment: bolted
o Method of Lighting: Internal illumination / LED
o Building Frontage: 88 ft
2) Proposed Sign 2 (Right-Angle Sign): Proposed Sign 2 is a right-angle sign proposed to
be mounted on the front building façade as depicted in the enclosed rendering and
2
elevation document. Proposed Sign 2, inclusive of a graphic of a goat, will be 25 sf in
size, and is proposed to include the following design details:
o Materials: Metal, paint and wood
o Method of Attachment: bolted
o Method of Lighting: external lighting / LED spotlight
o Building Frontage: 88 ft
3) Proposed Signs 3 – 5 (Window Signs): Signs 3 – 5 are window signs proposed to be
mounted on the large panes of glass on the left side of the front building façade and the
pane of glass above the secondary ingress/egress door on the left side of the front
building façade, as depicted in the enclosed rendering and elevation documents. The total
window area in these locations is approximately 223.7 sf. The total window sign
coverage in these locations previously maintained by American Flatbread, was
approximately 27 sf, or 12.1% of the total 223.7 sf of window area. The total window
sign coverage for this same area proposed by Signs 3, 4, and 5, is 22.79 sf, or
approximately 10.2% of the total 223.7 sf of window area. The proposed design details
for Proposed Signs 3 – 5 are as follows:
o Sign 3
§ Materials: White exterior adhesive vinyl
§ Font “The Goat”: Old Western
§ Font “Whiskey & Burger Bar”: Texas Tango
§ Font “Salem, MA”: Garamond
§ Letter Size “The Goat”: 8.5 inches
§ Letter Size “Whiskey & Burger Bar”: 2.5 inches
§ Letter Size “Salem, MA”: 2 inches
§ Method of Attachment: Adhesion
§ Method of Lighting: N/A
§ Building Frontage: 88 ft
o Sign 4
§ Materials: White exterior adhesive vinyl
§ Font: Texas Tango
§ Letter Size: 3 inches
§ Method of Attachment: Adhesion
§ Method of Lighting: N/A
§ Building Frontage: 88 ft
o Sign 5
§ Materials: White exterior adhesive vinyl
§ Font: Old Western
§ Letter Size: 8 inches
§ Method of Attachment: Adhesion
3
§ Method of Lighting: N/A
§ Building Frontage: 88 ft
4) Signs 6 and 7 (“Window” Signs on Glass Doors): The glass panes on the front and rear
doors which are proposed to accommodate Signs 6 and 7 (which are hours of operation
signs) are approximately 20.5 sf in area. The proposed door coverage for Signs 6 and 7,
which are identical, are 2 sf, or 9.7% of the glass panes for each door, as depicted in the
enclosed rendering and elevation documents. The design details for Proposed Signs 6
and 7 are as follows:
o Materials: White exterior adhesive vinyl
o Font “The Goat”: Old Western
o Font Remaining Characters: The Bat
o Letter Sizes: .25 inches – 1 inch
o Method of Attachment: Adhesion
o Method of Lighting: N/A
o Building Frontage: 88 ft
5) Sign 8 (Free Standing Pylon Sign): The existing free standing pylon sign, with the
words “American Flatbread” is a double-sided internally illuminated sign with
approximately 54 sf of signage area per side. The Applicant’s proposal for this sign is
depicted in the rendering and elevation documents enclosed with the application and its
design details are as follows:
o Materials: white plexiglass with black exterior adhesive vinyl
o Font “The Goat”: Old Western
o Font “Whiskey & Burger Bar”: Texas Tango
o Letter Size “The Goat”: 2 ft
o Letter Size “Whiskey & Burger Bar”: 7 inches
o Method of Attachment: bolted
o Method of Lighting: Interior illumination / LED
o Building Frontage: 88 ft
4
We look forward to meeting with the DRB and SRA in the near future to discuss our signage
proposal for our project. Thank you very much for your time.
Justin L. Pasay
Justin L. Pasay, Esq.
Chief of Development / General Counsel (NH Only)
Fleury Group, LLC
cc:
311 Derby Realty, LLC
Adam Prentiss, Creative Director
Al Fleury, Owner
City of Salem, MA August 18, 2025
SP-25-47
Sign Permit
Status: Active
Submitted On: 8/15/2025
Primary Location
311 DERBY STREET
SALEM, MA 01970
Owner
311 DERBY REALTY LLC
PALIS DRIVE 8 SALISBURY,
MA 01952
Applicant
Albert Fleury
603-944-8412
justin@the603.com
418 Lafayette Road
Hampton, NH 03842
Property Owner
Is the applicant the owner?Is applicant representing City of Salem?
Is the applicant authorized to represent the owner?Owner Telephone
9783752541
Owner Email
ejdean@msn.com
Owner Name
311 Derby Realty, LLC
Property Information
The undersigned hereby applies for a permit to Erect/Alter/Repair a sign on the
following described buildings.
Select one: Erect/Alter/Repair Sign*
Erect
Special District(s)
Urban Renewal Area
Zoning*
B5
Occupancy Type*
Commercial
Sign Owner
Is the Sign owner the same as the applicant?
Building Uses
1st Floor*
Retail
2nd Floor
–
3rd Floor
–
4th Floor
–
Are there multiple businesses on the property?*
No
Frontage and Distance From the Street in Linear Feet
Building Frontage (ft)*
88
Property/Lot Frontage (ft)*
120
Distance From Street (ft)*
Less than 100 feet
Proposed Signs
How many signs are proposed?*
More than 3
Are any of the proposed signs window signs with vinyl
or painted lettering?
Sign 1 Type*
Wall Sign
Sign 1 Materials*
Aluminum and Plexi Glass
Sign 1 Dimensions: Height (ft)*
3.5
Sign 1 Dimensions: Width (ft)*
5.16
Sign 1 Area (sq ft)Will Sign #1 Require Electricity?*
Yes
Sign 2 Type*
Right Angle to Building
Sign 2 Materials*
Wood, Paint and metal
Sign 2 Dimensions: Height (ft)*
5
Sign 2 Dimensions: Width (ft)*
5
18.06
Sign 2 Area (sq ft)Sign 2 Height from ground to top of the sign (ft)
18
Will Sign #2 Require Electricity?*
Yes
Sign 3 Type*
Window Sign
Sign 3 Materials*
white outdoor adhesive vinyl
Sign 3 Dimensions: Height (ft)*
4.41
Sign 3 Dimensions: Width (ft)*
4
Sign 3 Area (sq ft)
Sign 3 Height from ground to top of the sign (ft)
6.25
Will Sign #3 Require Electricity?*
No
If you have more than 3 signs, please submit a second sign application.
Cost
Estimated Cost in Dollars of Net Work (fabrication and
installation)*
5000
Existing Signs
How many Existing Signs are on the Property?*
More than 3
Type of Existing Sign- Sign 1*
Free Standing
25
17.64
Existing Sign 1 Area (sq ft)
54
Is Existing Sign #1 to be removed?
Type of Existing Sign- Sign 2
Window Sign
Existing Sign 2 Area (sq ft)
27
Is Existing Sign #2 to be removed?Type of Existing Sign- Sign 3
Wall Sign
Existing Sign 3 Area (sq ft)
20
Is Existing Sign #3 to be removed?
If you have more than 3 existing signs, please submit the additional existing signs as a
separate attachment including the type of sign, area (sq ft), and whether or not this sign
is to be removed.
Sign Erector
Sign is a Municipal Owned Sign being installed by
Dept Public Services
Name*
Adam Prentiss; Fleury Group, LLC
DBA
Fleury Group, LLC
Telephone*
9788151576
Address*
418 Lafayette Road, Hampton, NH 03842
Email*
creative@the603.com
License Type License Expiration
–
Licensee Number License Status
Signature
Applicant Signature*
Albert Fleury
Aug 11, 2025
Sign Owner's Authorized Representative
No signature
City of Salem, MA August 18, 2025
SP-25-48
Sign Permit
Status: Active
Submitted On: 8/15/2025
Primary Location
311 DERBY STREET
SALEM, MA 01970
Owner
311 DERBY REALTY LLC
PALIS DRIVE 8 SALISBURY,
MA 01952
Applicant
Albert Fleury
603-944-8412
justin@the603.com
418 Lafayette Road
Hampton, NH 03842
Property Owner
Is the applicant the owner?Is applicant representing City of Salem?
Is the applicant authorized to represent the owner?Owner Telephone
9783752541
Owner Email
ejdean@msn.com
Owner Name
311 Derby Realty, LLC
Property Information
The undersigned hereby applies for a permit to Erect/Alter/Repair a sign on the
following described buildings.
Select one: Erect/Alter/Repair Sign*
Erect
Special District(s)
Urban Renewal Area
Zoning*
B5
Occupancy Type*
Commercial
Sign Owner
Is the Sign owner the same as the applicant?Name*
Goat Salem, LLC
Email*
office@the603.com
Address*
418 Lafayette Road, Hampton, NH 03842
Telephone*
6039448412
If a corporate body, name of responsible officer
Albert Fleury
Building Uses
1st Floor*
Retail
2nd Floor
–
3rd Floor
–
4th Floor
–
Are there multiple businesses on the property?*
No
Frontage and Distance From the Street in Linear Feet
Building Frontage (ft)*
88
Property/Lot Frontage (ft)*
120
Distance From Street (ft)*
Less than 100 feet
Proposed Signs
How many signs are proposed?*
More than 3
Are any of the proposed signs window signs with vinyl
or painted lettering?
Sign 1 Type*
Window Sign
Sign 1 Materials*
white outdoor adhesive vinyl
Sign 1 Dimensions: Height (ft)*
0.25
Sign 1 Dimensions: Width (ft)*
13.33
Sign 1 Area (sq ft)Will Sign #1 Require Electricity?*
No
Sign 2 Type*
Window Sign
Sign 2 Materials*
white outdoor adhesive vinyl
3.3325
Sign 2 Dimensions: Height (ft)*
0.66
Sign 2 Dimensions: Width (ft)*
2.66
Sign 2 Area (sq ft)Sign 2 Height from ground to top of the sign (ft)
8.33
Will Sign #2 Require Electricity?*
No
Sign 3 Type*
Window Sign
Sign 3 Materials*
white outdoor adhesive vinyl
Sign 3 Dimensions: Height (ft)*
2
Sign 3 Dimensions: Width (ft)*
1
Sign 3 Area (sq ft)
Sign 3 Height from ground to top of the sign (ft)
3
Will Sign #3 Require Electricity?*
No
If you have more than 3 signs, please submit a second sign application.
Cost
Estimated Cost in Dollars of Net Work (fabrication and
installation)*
1000
1.7556
2
Existing Signs
How many Existing Signs are on the Property?*
3
Type of Existing Sign- Sign 1*
Free Standing
Existing Sign 1 Area (sq ft)
54
Is Existing Sign #1 to be removed?
Type of Existing Sign- Sign 2
Window Sign
Existing Sign 2 Area (sq ft)
27
Is Existing Sign #2 to be removed?Type of Existing Sign- Sign 3
Wall Sign
Existing Sign 3 Area (sq ft)
20
Is Existing Sign #3 to be removed?
Signature
Applicant Signature*
Albert Fleury
Aug 13, 2025
Sign Owner's Authorized Representative
No signature
City of Salem, MA August 18, 2025
SP-25-51
Sign Permit
Status: Active
Submitted On: 8/18/2025
Primary Location
311 DERBY STREET
SALEM, MA 01970
Owner
311 DERBY REALTY LLC
PALIS DRIVE 8 SALISBURY,
MA 01952
Applicant
Albert Fleury
603-944-8412
justin@the603.com
418 Lafayette Road
Hampton, NH 03842
Property Owner
Is the applicant the owner?Is applicant representing City of Salem?
Is the applicant authorized to represent the owner?Owner Telephone
9783752541
Owner Email
ejdean@msn.com
Owner Name
311 Derby Realty, LLC
Property Information
The undersigned hereby applies for a permit to Erect/Alter/Repair a sign on the
following described buildings.
Select one: Erect/Alter/Repair Sign*
Erect
Special District(s)
Urban Renewal Area
Zoning*
B5
Occupancy Type*
Commercial
Sign Owner
Is the Sign owner the same as the applicant?Name*
Goat Salem, LLC
Email*
office@the603.com
Address*
418 Lafayette Road, Hampton, NH 03842
Telephone*
6039448412
If a corporate body, name of responsible officer
Albert Fleury
Building Uses
1st Floor*
Retail
2nd Floor
–
3rd Floor
–
4th Floor
–
Are there multiple businesses on the property?*
No
Frontage and Distance From the Street in Linear Feet
Building Frontage (ft)*
88
Property/Lot Frontage (ft)*
120
Distance From Street (ft)*
Less than 100 feet
Proposed Signs
How many signs are proposed?*
2
Are any of the proposed signs window signs with vinyl
or painted lettering?
Sign 1 Type*
Window Sign
Sign 1 Materials*
white exterior adhesive vinyl
Sign 1 Dimensions: Height (ft)*
2
Sign 1 Dimensions: Width (ft)*
1
Sign 1 Area (sq ft)Will Sign #1 Require Electricity?*
No2
Sign 2 Type*
Free Standing
Sign 2 Materials*
white plexiglass and black exterior
adhesive vinyl
Sign 2 Dimensions: Height (ft)*
3
Sign 2 Dimensions: Width (ft)*
18
Sign 2 Area (sq ft)Sign 2 Height from ground to top of the sign (ft)
30
Will Sign #2 Require Electricity?*
Yes
Cost
Estimated Cost in Dollars of Net Work (fabrication and
installation)*
10000
Existing Signs
How many Existing Signs are on the Property?*
3
Type of Existing Sign- Sign 1*
Free Standing
Existing Sign 1 Area (sq ft)
54
Is Existing Sign #1 to be removed?
54
Type of Existing Sign- Sign 2
Window Sign
Existing Sign 2 Area (sq ft)
27
Is Existing Sign #2 to be removed?Type of Existing Sign- Sign 3
Wall Sign
Existing Sign 3 Area (sq ft)
20
Is Existing Sign #3 to be removed?
Sign Erector
Sign is a Municipal Owned Sign being installed by
Dept Public Services
Name*
Doug Hanson
DBA
Signs by Doug
Telephone*
9784632222
Address*
590 Newburyport Turnpike, Rowley, MA
01969
Email*
info@signsbydoug.com
License Type License Expiration
–
Licensee Number License Status
Signature
Applicant Signature*
Albert Fleury
Aug 14, 2025
Sign Owner's Authorized Representative
No signature
60”
60”
LOCATION ON BUILDING
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1
Sub Total 54,300.00
Total $54,300.00
Estimate Date :19 Aug 2025
Expiry Date :19 Sep 2025
Sign Fox
2 Knowles Way
Seabrook New Hampshire 03874
U.S.A
ESTIMATE
# EST-01051
Bill To
Salem Goat, LLC
Subject :
New complete sign/demo and removal of existing sign
#Item & Description Qty Rate Amount
1 New sign, poles, concrete
Complete new fabrication of new sign, poles, and concrete
Demolition and removal of existing sign
1.00 54,300.00 54,300.00
Notes
Looking forward for your business.
Terms & Conditions
50% deposit needed to complete this job. The remaining 50% is to be paid within 10 days of completion.
Crafted with ease using
Visit to create truly professional invoiceszoho.com/invoice
1
Sub Total 9,400.00
Total $9,400.00
Estimate Date :19 Aug 2025
Expiry Date :19 Sep 2025
Sign Fox
2 Knowles Way
Seabrook New Hampshire 03874
U.S.A
ESTIMATE
# EST-01050
Bill To
Salem Goat, LLC
Subject :
New sign faces and led lighting system for Salem Goat
#Item & Description Qty Rate Amount
1 (2)3x18 lexan faces
- 2 men, 40ft man-lift
-removal and disposal of old faces and bulbs
-fabricate and install new lexan faces
1.00 6,150.00 6,150.00
2 LED retro fit
-remove old light system components and disposal
- install new LED lighting system
1.00 3,250.00 3,250.00
Notes
Looking forward for your business.
Terms & Conditions
50% deposit needed to complete this job. The remaining 50% is to be paid within 10 days of completion.