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<br />Ordinance 864 Report <br />Oct 24, 2011 <br />Page 2 <br /> <br />Billboards <br /> <br />In addition to the changes on the previous page which apply to all dynamic display signs, <br />certain changes were made specific to billboards. In the time that has passed since <br />Ordinance 816 was adopted in 2009, many dynamic display billboards have been erected <br />in the Twin Cities metropolitan area. Staff is not aware of any incidents or complaints <br />arising from such signs, and it would seem that many of the original concerns expressed <br />regarding such signs have not come to fruition. The Council discussed this point at the <br />August work session and expressed interest in revising the City Code to be more <br />permissive, as the present requirements effectively discourage conversion of a billboard to <br />a dynamic display. <br /> <br />Two factors have effectively prevented the erection of a dynamic display billboard--the hold <br />time and the conversion requirement. According to the City Code, the hold time for each <br />billboard display impression is fifteen seconds. The billboard industry standard for hold <br />time (“dwell” time) is eight seconds. Regarding the conversion requirement, the Code <br />indicates that for each one dynamic face converted, two static faces must be removed. <br />Given the economics associated with outdoor advertising and the length of time the <br />structures must be maintained to amortize the original cost of construction, both issues--the <br />dwell time and the two-for-one conversion requirement—have proven to be insurmountable <br />impediments, perhaps by design. <br /> <br />To be less restrictive, Ordinance 864 eliminates the conversion requirements and reduces <br />the dwell time from 15 seconds to 8 seconds. In addition, the ordinance indicates that <br />dynamic display billboards may ONLY be located fronting Interstate 35W so long as they <br />are in excess of 1,000 feet from any residentially-zoned property in the City of Mounds <br />View, and only by permit issued by the City. <br /> <br />Recommendation: <br /> <br />Staff recommends favorable consideration of the second reading and adoption of <br />Ordinance 864, an ordinance amending Chapter 1008 of the Mounds View Municipal Code <br />relating to dynamic display signs, with the consent to publish a summary as presented in <br />the ordinance. This action of the Council requires a roll call vote. <br /> <br /> <br />Respectfully submitted, <br /> <br /> <br /> <br />________________________ <br />James Ericson <br />City Administrator <br /> <br /> <br />