Electronic Billboards

To whom it may concern,

The Federal Highway Administration is currently conducting a study on the impacts of electronic billboards. Cities across the nation are starting to place restrictions and even moratoriums on these conversions in order to keep their regulations current with the technology. The change to electronic billboards has clear effects on the visual, aesthetic, and environmental quality of our local communities. However, this change in technology creates an opportunity to update our codes to protect and enhance civic beauty. The market has triggered public outcry, and this engagement has brought an issue up for debate. A comprehensive review of city sign ordinances can create a win-win solution cities across the nation. Advertisers will be able to collect more money from these new billboards. And for this, they can work with local jurisdictions to mitigate their impacts and produce public benefits. A review of billboards in a community is a matter of enforcement. This process could eliminate illegal signs, and bring others in compliance. Local governments could trade traditional sign space for new electronic billboards. They could then direct these new billboards in commercial and/or industrial areas, and protect residential communities. Codes should be encouraged to eliminate flashing, reduce glare, and even prohibit the change in content every 24 hours. In exchange for added revenues, sign companies could be required to comply with stricter building and efficiency standards. But the primary focus should be a community-wide process that focuses on the placement, location, and size of these structures. When the federal government' study is complete, how will it plan, regulate, and incentivize electronic billboards?

GUNNAR HAND, AICP