A proposed variance allowing for a JPMorgan Chase & Co. sign on a North Loop building prompted a healthy debate among the Minneapolis City Council late last week.
JPMorgan Chase is moving from Capella Tower to the Steelman Exchange building, 241 N. Fifth Ave., where it will occupy 30,000 square feet on the ninth floor. The company wants to add its logo to a non-primary building wall facing North Washington Avenue, which requires a land use variance due to the area’s zoning laws.
The Planning Commission denied the variance to allow for the sign in February, then JPMorgan Chase appealed the decision.
The Business, Housing, and Zoning Committee forwarded JPMorgan Chase’s variance appeal without recommendation to the City Council earlier this month.
JPMorgan Chase’s proposed signage had support from the North Loop Neighborhood Association, as well as Councilmembers Michael Rainville (Ward 3) and Katie Cashman (Ward 7), but some residents in nearby buildings argued during a public comment period that it would be an eyesore.
During a Friday morning meeting, the City Council initially granted the appeal, then the item was reconsidered after further discussion, and the council voted again 8-5 to uphold the Planning Commission’s denial of the variance.
A few council members changed their minds on the issue after Councilmember Jeremiah Ellison (Ward 5) voiced concerns over precedence and potential legal challenges. He encouraged his City Council colleagues to deny the appeal and instead amend an ordinance to allow for the JPMorgan Chase sign.
“If folks are wondering why I’m digging in so much on this issue, it’s because I’m looking into the future and I’m asking myself, where else are we going to have inconsistency when it comes to quasi-judicial decisions,” Ellison said.
Councilmember Aurin Chowdhury (Ward 12) pointed out that the issue at hand was “supporting the findings of staff,” who denied the variance. She moved to reconsider the council's initial motion to grant the appeal for JPMorgan Chase’s sign, then she moved to deny the appeal and adopt the staff recommendation. Both were supported by a majority vote.
Rainville referred to the variance denial as “plain vindictive” and said he’s upset by the unwelcoming message that it sends to JPMorgan Chase and its 150 employees. Ellison said he was “especially disappointed and maybe even hurt” by that accusation and assured Rainville that there was no “ill intent.”
“When you and council member Cashman rewrite the ordinance to make this sign allowable, in what I and staff would say is the proper way, I will vote to approve this sign and maybe won’t even have to because it will just be permissible,” Ellison said.
Chowdhury told Ellison during the meeting that she’s tried to lead by his example in handling quasi-judicial actions, something she wasn’t taught when she took office and has learned on the fly. She expressed the need for better training, especially since Ellison won’t be on council next year.
Ellison credited former Councilmember Lisa Goodman (Ward 7) for instilling in him “this level of passion” for quasi-judicial actions, which require the City Council to make decisions using existing laws and regulations rather than creating new ones, like a court.
“I saw (her) make a lot of difficult decisions that she wouldn’t have wanted to make, but she stuck to the facts in front of her, and it taught me to do the same,” Ellison said.
Though the discussion Friday morning was tense at times, it ended on a productive note.
Minneapolis Clerk Casey Carl referred to the discussion and subsequent voting as “good government in action and good policymaking.” He agreed that more training is needed on quasi-judicial decisions, particularly for newer City Council members.
Josh Martin detailed the meeting’s discussion and voting on Bluesky. The full meeting is available to watch on the City’s YouTube page.
