Traverse City zoning board rejects more advertising signs at Thirlby Field

Traverse City Area Public Schools lost a bid to squeeze more advertising onto Thirlby Field, closing off a revenue path at one of the city’s most visible athletic sites. The Traverse City Board of Zoning Appeals rejected the request on June 11, leaving TCAPS to work within existing sign limits and forcing the district to look elsewhere for sponsorship dollars tied to school sports and field events.

The district had asked the city for relief from its sign ordinance so it could exceed the area requirements for signs at the field, according to the city notice filed for the case. The request came from Superintendent Dr. John VanWagoner and was tied to the property commonly known as 321 West Thirteenth Street, Traverse City, Michigan. A public hearing on the application was set for Tuesday, June 9, 2026, at 7:00 p.m. in the Committee Room on the second floor of the Governmental Center at 400 Boardman Avenue, where the Board of Zoning Appeals regularly meets on the second Tuesday of each month.

The fight over more advertising at Thirlby Field was about more than sign area. The board pointed to the field’s historic character and to concerns about how extra signage would affect the surrounding neighborhood and TCAPS’s relationship with nearby residents. That made the issue a public test of who should absorb the cost of keeping a marquee school venue financed: taxpayers, students, boosters, or businesses willing to buy ad space.

Thirlby Field carries unusual weight in Traverse City. Football has been played there since 1896, and the stadium structure dates to 1934, making it one of the city’s most recognizable sports landmarks. The site also serves other public uses: the City of Traverse City lists 14th and Pine Street, Thirlby Field, as a public ice-skating rink location. That civic role helps explain why changes to its appearance can trigger broader scrutiny than a routine facilities request.

The controversy is not new. In 2017, TCAPS faced complaints from neighbors over the growing number of commercial signs at Thirlby Field, a warning that branding on the property had already become contentious. City planning documents also reference future parkland coordination around the Thirlby Field area, suggesting the site will remain part of larger discussions about how Traverse City balances school needs, neighborhood expectations and the look of a public place. For now, the board’s rejection keeps the field’s advertising footprint unchanged and leaves TCAPS without the added sign revenue it wanted.