A new electronic business sign on the east side of Jim Thorpe has residents comparing the east side of town to Times Square.

Several residents aired their grievances to borough council Thursday night over a sign outside of Shawn Kresge Electric & AC in the 900 block of North Street.

“It’s so bright that we can’t keep our blinds open,” said Dorinda Getz, who lives across the street. “The light flashes inside our house. I don’t know why we have to have a sign like that in a residential neighborhood.”

Council President Greg Strubinger said the governing body was just recently made aware of the issue. Kresge, he added, went through the proper permit application procedure and the borough’s zoning officer determined the sign was allowed.

“We do understand there was a request for action regarding the sign,” Strubinger said. “In light of the concern, we have requested that our zoning officer take another look at the matter to see if there was any error in issuing that permit. It is currently under review.”

Solicitor James Nanovic said nearby residents would not normally be sent a letter notifying them of the intent to erect such a sign unless a variance was necessary.

“It’s much like when someone wants to put a shed on their property,” Nanovic said. “If the zoning officer determines it is a permitted use, there would be official notice to neighbors.”

When a permit is received, however, it is required to be posted in a window or somewhere where it can be read so neighbors are notified in that fashion.

“It’s too big, too bright, and too annoying,” Dana Miller, of 901 North St., said. “The quality of life is ruined living near there. It doesn’t belong in this section of town.”

Strubinger said the area is zoned residential, which is one of the reasons the borough asked the zoning officer to take another look.

According to Getz, the sign not only shines inside of residences, but also makes it hard to see pulling out of the Ninth Street intersection.

“When you’re trying to check for traffic, it is disturbing,” she said. “You don’t know if it is the sign or if headlights are coming at you when you turn that way. We shouldn’t have to live like that.”