07-12-07 Planning Comm. Agenda - Laserfiche WebLink

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Meeting of June 14, 2007 Page 2 Subject: Dynamic Signs uses in residential districts that could benefit from having changing messages, such as churches, schools and government offices. The ordinance allows dynamic signs in all districts for all uses but controls the potential impacts through appropriate restrictions discussed further below. The ordinance does not include any spacing requirements. Spacing restrictions could result in unequal treatment of property owners, since the first property owner to install a dynamic sign could prevent the neighboring property owner from also having a dynamic sign. This would be unfair, and could actually increase the frequency of such uses by creating an incentive for nearby property owners to race each other to convert their signs. The only location requirement is that dynamic messages are limited to pylon and monument signs. Dynamic messages would not be permitted on building signs. Operational Mode Dynamic signs have the capability of operating in many different modes, ranging from static messages to scrolling text to full motion video. These operational modes have obvious implications for the distracting nature of dynamic signs. The city's consultants concluded that there can never be definitive proof of a causal connection between dynamic signs and highway accidents. This is because state-of- the-art driving simulators cannot truly simulate real-life conditions. Further, controlled roadway studies cannot be performed, because controlled roadways can not be filled with hundreds or thousands of cars operating under normal conditions. Finally, eye movement studies use a very limited pool of test subjects who are operating under circumstances that are designed to avoid accidents. Nevertheless, the studies performed to date provide important insight. For example, some studies indicate how drivers tend to react to signs in different settings, while other studies inform how different degrees and types of distraction are associated with accidents. By considering those individual pieces together, the city can thoughtfully evaluate the risks posed by dynamic signage. Studies do show that there is a correlation between moving signs and the distraction of highway drivers. An eye movement study showed that changing signs may distract drivers by as much as two seconds. The Federal Highway Administration has determined that being distracted for two seconds or more can result in traffic accidents. Drivers can be distracted not only by a changing message, but also by knowing that the sign has a changing message. Drivers may watch a sign waiting for the next change to occur. Drivers are also distracted by messages that do not tell the full story in one look. An example is a scrolling sign -people have a natural desire to see the end of the story and will continue to look at the sign in order to wait for the end. 2-