Laserfiche WebLink
<br />Dynamic Display Sign Regulations <br />August 1, 2011 <br />Page 2 <br /> <br />The two factors that have effectively prevented the erection of a dynamic display billboard <br />is the hold time and the conversion requirement. According to the City Code, the hold time <br />for each display impression is 15 seconds. The billboard industry standard for hold time <br />(they call it “dwell” time) is eight seconds. Regarding conversion, the Code requires that for <br />each one dynamic face converted, two static faces must be removed. Given the <br />economics associated with outdoor advertising and the length of time the structures must <br />be maintained to amortize the original cost of construction, both issues--the dwell time and <br />the two-for-one conversion requirement—have proven to be insurmountable impediments. <br /> <br /> <br />Recommendation: <br /> <br />Staff requests Council direction regarding non-billboard dynamic display hold times and <br />feedback concerning the possibility of removing the disincentives pertaining to dynamic <br />display billboards. <br /> <br />Respectfully submitted, <br /> <br /> <br /> <br />________________________ <br />James Ericson <br />City Administrator <br /> <br /> <br />