Officials continue sign debate
Posted on Wednesday, August 20, 2008
ROGERS - Moving signs. Flashing signs. Changing signs.
Ten years ago, many communities didn't have to take these kinds of things into account when considering the kinds of signs going up around town. But then LED signs started going up. And in Rogers, the greatest concentration of flashy, electronic signs sprang up as improvements were made along New Hope Road.
Suddenly, there were signs with scrolling messages. That led to various forms of animation - electronic firework bursts, balloons and anything else to grab the attention of passing motorists and direct their wallets in the front door.
On Tuesday afternoon, the Rogers Planning Commission held a public hearing to gather input as the city attempts to create a new sign ordinance. Representatives from three sign companies - Best Banner and Sign of Rogers, ClearChannel Outdoor Advertising of Fort Smith and Advanced Sign Group of Bethel Heights - spoke at the hearing.
While city officials don't anticipate a sign ordinance proposal will be ready for a vote in the coming weeks or even months, language to this point suggests that LED signs would be allowed in Rogers' highway-commercial zoning areas and in open display areas, such as car dealerships.
The committee formed to draw up the new ordinance has suggested that the maximum sign size be reduced from 200 to 150 square feet, with just half of that space available for electronic display. The committee also appears set on allowing scrolling messages but wants to prohibit animated features or bright flashes of light that could potentially create safety hazards.
"Signs have changed, and small businesses depend on these signs," said C. C. Foy of Advanced Sign Group. "We recommend this go back to subcommittee. There's this misnomer - this legend - that LED signs are a safety hazard. Study after study has concluded (otherwise )."
Chairman Ron Shelby, who sits on the sign-ordinance committee, said the new ordinance isn't being drawn up to take anything away from large or small businesses. According to Shelby, safety is a concern, regardless of what some studies may suggest.
"We're just creating a uniform standard," Shelby said. "There was nothing like this before. We have to set the ground rules. We have to set a standard."
Several commissioners agreed scrolling messages can be effective in drawing customers without distracting the attention of motorists and becoming a safety concern. But they also said having five to six large LED signs in a one-block stretch can not only reduce the effectiveness of such signs but also create "visual clutter. "
According to city planning staff, Toyota of Northwest Arkansas was at one point exploring the possibility of a large electronic sign along Interstate 540. Mike Perrah, director of project management for Best Banner and Sign, said his company is in the process of planning or designing signs for a dozen Rogers businesses. So planning commissioners and sign-ordinance-committee members know the ordinance they draw up will have an impact.
"This is something that has to be addressed," Commissioner Dan Brown said. "When these kinds of signs started going up on New Hope Road, they were very distracting. LED signs are here to stay, but we have to establish the guidelines."
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