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<br />Dynamic Display Sign Regulations <br />Sept 26, 2011 <br />Page 2 <br /> <br />The two factors that have effectively prevented the erection of a dynamic display billboard <br />are the hold time and the conversion requirement. According to the City Code, the hold <br />time for each billboard display impression is fifteen seconds. The billboard industry <br />standard for hold time (they call it “dwell” time) is eight seconds. Regarding the conversion <br />requirement, the Code indicates that for each one dynamic face converted, two static faces <br />must be removed. Given the economics associated with outdoor advertising and the <br />length of time the structures must be maintained to amortize the original cost of <br />construction, both issues--the dwell time and the two-for-one conversion requirement— <br />have proven to be insurmountable impediments. <br /> <br />What the City Code does NOT presently address, however, is a location requirement for <br />dynamic display billboards. The proposed language indicates that dynamic display <br />billboards may ONLY be located fronting Interstate 35W and only by permit issued by the <br />City. The proposed revisions also include a provision to quantifiably limit the brightness of <br />such signs. <br /> <br />Recommendation: <br /> <br />Staff City Council consideration of the first reading and introduction of Ordinance 864, an <br />ordinance amending Chapter 1008 of the Mounds View Municipal Code relating to dynamic <br />Display billboards/ the Second reading and adoption, if the first reading is approved, will <br />be scheduled presently for October 10, 2011. <br /> <br /> <br />Respectfully submitted, <br /> <br /> <br /> <br />________________________ <br />James Ericson <br />City Administrator <br /> <br /> <br />