Staff Recommendation

The Planning Commission should consider each of the three amendment options presented. Staff recommends Amendment Option C-2.

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The Planning Commission should consider each of the three amendment options presented. Staff recommends Amendment Option C-2. This option allows the use of the new dynamic display technology in a way that will result in a reduction in the overall number of billboard structures in the city through incentives to achieve the performance characteristics desired by the billboard industry. Issues with regard to the equity and operation of allowed Electronic Message Centers (EMC) should be addressed in the future.

Amendment Option A, prohibiting the use of dynamic display as a modification of sign area on lawfully existing billboards would likely lead to a protracted and expensive legal challenge to the prohibition.

Amendment Option B, allowing the use of properly regulated dynamic display as a modification of sign area on lawfully existing billboards, will not reduce the number of billboards in the City.

Amendment Option C-2 addresses the concerns of those who have expressed a desire for a reduction in the visual impact of billboards on the community while allowing for the use of the latest technology on existing billboard structures in the city.