Review Ordinance Amending Digital Display Billboard Regulations

The City Council has directed Staff to move forward with amending the City Code to allow for digital display billboards along Highway 10, with the intention of leasing City-owned land to a private sign developer in order to provide visibility to businesses who may not be on Highway 10 to the numerous cars driving along Highway 10 daily. Additionally, the private company will build and lease the sign, with a discount for Ramsey businesses, and the City will make funds off the lease. 

The purpose of this case is to review the proposed changes to the Sign Code. The Economic Development Authority will be working on the land lease with the company independently from this case, and the City Council will have final approval over both items.

No notification provided for this meeting. A public hearing notice is required for this ordinance, to be held with City Council.

Summary
The City Council has directed Staff to update the City Code in order to allow for digital display billboards along Highway 10. The City is planning to lease 7443 Highway 10, a currently vacant site just west of the existing monument sign, to a private company for a large digital display sign. In creating these regulations, Staff attempted to be as clear as possible, limiting the number of signs to 3 throughout the City, and covering items that other Cities include in their ordinances. The findings, purpose, and intent of the Code section is important as it sets the tone for the section and can be taken into consideration when reviewing applications (to ensure they meet the intent of the district).

This is a longer section of Code, which appears to be industry standard. Staff attempted to cut superfluous regulations where possible, but based on the significant amount of code surrounding billboards, this appears to be the required items to protect the City, drivers, and residents, while allowing businesses extra visibility on Highway 10.


Feedback Requested

• Does the Planning Commission want to limit signs to be a principal use (no building required), an accessory use (accessory to a primary building)? 
  • Note: As currently written, digital billboard signs are only allowed as a primary and principal use, and can't be placed upon any site that has a building. 

 

• All Cities appear to limit the duration of each slide, with 8 seconds appearing to be the industry standard and average. Does this timeframe appear to be sufficient?
  • Note: The existing sign code for dynamic displays (currently allowed signs are significantly smaller than these) allows for changes every 3 seconds, with no transitions or motion videos. Since these signs are larger than currently allowed, the more restrictive regulation would prevail.

 

• The City allows larger than average signs under Section 117-519 (c), which notes that in the Armstrong Boulevard Interchange Overlay District, signs are allowed to be 50 feet tall and 150 sq ft total. Signs are held to a higher architectural standard here, requiring an architectural base. Should the City remove the additional allowances for signs in this overlay to reduce the number of signs?
  • Note: The Planning Commission has previously expressed concerns over "forests of signs" in the City. The proposed digital display billboards allow for visibility on Highway 10 without individual signs for each business.

 

• Should the City place stricter standards on Conditional Use Permits for oversized signage in the COR and along Highway 10 and direct businesses/applicants towards the digital display billboards?
  • Note: This would consolidate signage onto these central signs while maintaining the downtown feel in the COR.

 

• Does the distance between signs seem sufficient?
  • Note: Staff is attempting to limit the number of signs along Highway 10, but provide sufficient distance between signs so that drivers would not see more than one sign at once along the Highway 10 corridor, to reduce distraction. Under the proposed code, 3 signs would be permitted, one at each end, and one in the center. 

Attachments
Attached to this case is the entirety of the Sign Code (Division 8) with proposed changes, and the new section as a standalone document. Please note the highlighted sections indicating areas where Staff would like direct feedback from the Planning Commission. Also attached to this case is a list of items to consider which notes relevant regulations from other cities in the area.

Staff is handling this case as part of regular duties. One of the City's Planning Consultants, WSB, helped draft the ordinance for the City.

Based on discussion. The Ordinance does need to move to City Council after this agenda to keep on track with the schedule for the billboard company.

Based on discussion.