Representatives of the merchants association could not be reached for comment Friday.

The sign would be paid for with capital funding allocated to Carytown gateway improvements years ago.

The city planning staff has some concerns about the current iteration of the proposed sign. A staff report says the sign’s proposed size “overwhelms the pedestrian scale of the commercial corridor,” and suggests it should be placed at a different angle to be more visible from Cary and Thompson rather than being aligned toward Thompson.

Some Richmonders were less than thrilled with the price tag.

“It’s a total waste of money,” said Mark Shively, a Forest Hill resident who said he’s a frequent patron of such Carytown establishments as New York Deli and Road Runner Running Store. “Everybody knows where Carytown is.”

City Councilman Parker C. Agelasto, whose 5th District includes Carytown, called Carytown a “major commercial corridor” and an important revenue source for the city, but he questioned whether the $250,000 sign is the highest priority for the merchants and the best use of funds.