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Meeting of June 14, 2007 Page 4 <br />Subject: Dynamic Signs <br />Size of Dynamic Portion <br />One objective of dynamic sign regulation is the prevention of <br />driver distraction. Public safety is also protected by ensuring that <br />people can find their way to where they want to go. If "way- g0 sgft Pylon Sign <br />finding" is compromised, driving conduct can be adversely <br />affected by last-second lane changes or turns, which could 35% Dynamic <br />result in traffic accidents. <br />A significant portion of permitted signs should remain constant, <br />so that identity and location can be more readily determined. <br />This way-finding purpose should be given significantly more <br />weight than any advertising purpose of a dynamic message. <br />Limiting the amount of sign face that can be dynamic also <br />serves aesthetic and public safety purposes by discouraging the <br />proliferation of multiple changing signs and reducing exposure <br />to the public. <br />Staff recommended at the study session that that no more than <br />35 percent of the message area of a permitted sign could <br />contain a dynamic message. This favors way-finding over <br />advertising by a 2:1 factor. There was some concern expressed <br />that this would not be enough room in all situations. <br />4 <br />The following show some existing signs in the city: <br />