Stuart OKs large electronic billboards

Thursday, August 02, 2007

STUART, Fla

—The first electronic billboard in the city could be up and running in about two months.
Lamar Advertising Co. agreed Tuesday to the city's offer to allow one electronic sign now and another to follow in about two years, City Attorney Paul Nicoletti said.

The first sign will go up on city land on the east side of U.S. 1 south of Baker Road, with monthly rent payments of about $2,875 starting Oct. 1, Nicoletti said.
The location of the second sign is to be determined but must fall somewhere south of Indian Street, Nicoletti said.
The contract comes months after city commissioners tried to renege on an agreement that would have allowed Lamar to put up two electronic billboards as soon as it took down all 13 of its existing traditional billboards, each of which has two sides for a total of 26 "faces." That was the settlement reached about a year ago after the company wrongfully repaired several hurricane-damaged signs without a permit.
City commissioners agreed in April to let the electronic signs go up on two city lots: one just north of the Roosevelt Bridge and another near the intersection of Kanner Highway and Monterey Road. However, several residents raised concerns about the signs being eyesores and distracting to drivers, which prompted commissioners in June to ask Nicoletti to try to persuade Lamar to give up the idea of electronic signs.
The company wouldn't agree.
Under the latest agreement, Lamar will take down seven traditional billboards when it turns on the first electronic sign. The rest of the traditional billboards will come down when the company turns on the second electronic sign.
Jim Maskas, vice president and general manager of Lamar Lakeland, the division that would erect the signs in Stuart, could not be reached for comment Wednesday. He has said that once the company and the city agreed on a site, Lamar could have a digital sign installed within two months.
Each sign can measure about 378 square feet and reach a height of 35 feet, according to the agreement. The proposed signs, versions of which exist in other cities, show a different message every eight second

Source: Palm Beach Post by Rachel Simmonsen