10-13-05 Planning Comm. Agenda - Laserfiche WebLink

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modified Bien a new erection, and thereby removing it from extension. King Enterprises, Inc., et a1 v. Thomas Toivnsleip, 215 F.Supp 2d. 891 (E.D. Mich, 2002). Here, the Township's ordinance triggered "conformity" upon altering the "message, or content" of the sign itself. The Court determined that the Township failed to establish any justification, under the Cenn~al Hudson four-pronged test, for allowing such a "content-based triggering event," and the provision was found unconstitutional. 1Q Aesthetic Benefits of Flexible Communication The public is on the move, both literally and figuratively, and sometimes catching their attention is like hitting a moving target. Bear in mind that approximately 18.6% of Americans move every year. Whether they move a short or long distance, they usually change their basic trade area. Add to that the fact that l5-35%ofthetraffic on a given street is `just passing through" (vacation travelers and such), and you can see the great potential for single stops by those unfamiliar with the area. Consider further the speed at which traffic passes by the average business. A motorist has only a few seconds to see and comprehend any given sign. In orderto succeed, businesses must find a way to capture the attention of passing motorists within the limited amount of time available, particularly those who are `just passing through." ~'~ Motorists often spot electronic message centers quickly becausethe copy changes andthe letters are illmninated. Additionally, electronic message centers may have greater visibility from further distances, especially in poor lighting conditions, giving the motorist additional time to read the message displayed while safely maneuvering his or her vehicle. Additionally, an electronic or variable message center offers a business a unique way to communicate more effectively with the typical person passing by at a particuiar time ofday by allowing the business to change its message and graphic to match the profile on the street. The local airport in Monmouth, NJ offers a clever example of this flexibility. The airport uses its display to advertise price specials atpeak hours to thosetraveling by on the freeway on the way to and from work. During shopping hours or a8er-school traffic, the airportchanges its display to offer community service messages. This kind of flexibility increases the readership of a message unit, as it can correspond to the traffic profile by the day of the week, the time ofday, or the season. One of the leading reasons for restrictive sign codes is the desire to reduce sign clutter and improve the aesthetics ofthe business district. This goal is frequently followed by tight restrictions on electronic message centers. But if a city is truly trying to cut down on the number of signs or to encourage aesthetically beautiful sign structures, the message center can be a powerful toot. For one thing, changeable copy signs act as a consolidating type of advertising. In other words, they sgnline 40.pmtl ID 3H3BOW, 12:43 PM I 1 Electronic message centers are now being used creatively in outdoor advertising to provide viewers with timely and meaningful information that would have been impossible a few short years ago.