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<br />Dynamic Display Sign Regulations <br />Sept 6, 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 />Attached is the current version of the Sign Code (Chapter 1008) with proposed revisions to <br />reduce the hold time for non-billboard dynamic display signage and to be more <br />accommodating to the potential for dynamic display billboards. An employee of Clear <br />Channel Outdoor will be in attendance to answer any questions the Council may have <br />regarding dynamic display billboards. <br /> <br /> <br />Respectfully submitted, <br /> <br /> <br /> <br />________________________ <br />James Ericson <br />City Administrator <br /> <br /> <br />