Charles Schwab is planning renovations to its downtown Naperville branch to help meet the financial needs of changing generations, and one of the updates involves a request to add a sign where it’s not typically permitted by city code.

But Planning and Zoning Commissioners voted 7-2 to recommend a variance that could allow the company to install a wall sign on the upper east facade of its two-story building at 19 W. Washington St. If the Naperville City Council approves the variance, Schwab could add a third sign to its building, this one on the side next to The George restaurant, visible above The George’s roof.

The problem necessitating the request, Schwab officials said during the commission’s most recent meeting, is the building is hard to identify for customers coming from the east, down the hill on Chicago Avenue approaching Washington Street.

The building has entrances — and signs — on both Chicago and Jackson avenues. But when customers don’t see the sign on Chicago until they’re past the building, they can’t easily navigate back to it, said Kathleen West, an attorney for Charles Schwab. That’s because the block of Jackson Avenue on which the Schwab building is located is one-way heading west.

“The lack of adequate identification of the Schwab building creates circulation issues, which are frustrating to Schwab’s customers,” West said. “Several times a week, someone then turns to go east on Jackson Avenue — the wrong way. We’d like to try to resolve this issue.”

Adding a sign facing Washington Street above The George “will help become a beacon for our branch,” said Kaitlan Keppler, who leads the real estate group for Charles Schwab.

Schwab has leased the entire building at 19 W. Chicago Ave. for about 20 years, and its lease is now up for renewal. Keppler said the company is using the renewal as an opportunity to renovate, install new signs in line with updated corporate branding, and begin more community outreach and education.

It’s a critical time to increase financial education, the company said in its petition to the city, “to support what is projected to be the highest wealth transfer between generations (baby boomers to their children or younger heirs) in history.”

Planned renovations include the creation of a seminar space and more seating areas. The office already hosts 4,400 face-to-face meetings between clients and advisors each year, and another 6,400 customers come in without appointments scheduled, West said. Its customer base includes 76,000 families in Naperville, Lisle, Downers Grove and Warrenville.

The request for the sign on the upper eastern wall of the building requires a variance because of its location next to another building, said Anna Franco, with the city’s planning services team.

“The sign regulations for commercial wall signs permit signage on facades adjacent to a street, sidewalk or alley, parking lot or the DuPage River,” Franco said. “The proposed wall sign requires a variance because the east facade does not meet one of these requirements.”

However, upper-level wall signs are common throughout downtown, West said, listing several buildings that have them, including Main Street Shops, Barnes & Noble, Sweetwaters Coffee & Tea and Hotel Indigo.

“They are not intrusive. They help visitors navigate downtown Naperville,” West said. “Therefore, this sign will not alter the essential character of the area nor be a detriment to existing properties.”

Marie Wilson is a freelance reporter for the Naperville Sun.

https://www.chicagotribune.com/2025/12/01/schwab-sign-variance-naperville-downtown/