Digital billboard construction could be put on hold; bill proposes statewide moratorium

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The trend of replacing traditional billboards with digital billboards could soon come to a screeching halt.

A bill proposing a statewide digital billboard moratorium in Michigan is being considered by the state House. If it makes its way through the legislature, the statewide moratorium would be in effect until Jan. 1, 2012.

A study by the Federal Highway Administration regarding digital billboards should be released soon. The study could impact legislation around the country in determining new regulations or bans on digital billboards, said Andy Schor, assistant director of state affairs for Michigan Municipal League.

He thinks the moratorium is necessary while the federal study is conducted.

“The study is looking to see if these billboards are public safety hazards,” Schor said. “Do they change too quickly? Are they too bright? A variety of things could institute a recommended changes or even bans.”

Schor said the league supports the bill, but they are not advocating for bans on digital billboards, just a delay on new digital billboards until their safety has been determined.

The original bill was introduced by state Rep. Rebekah Warren, D-Ann Arbor, on Nov. 5, 2009 to ban billboards except in cities with more than 35,000 people and impose a two-year moratorium on any new or converted digital billboards. The bill has been amended and is not working toward a ban for all digital billboards.

Soaring Eagle Casino and Resort, 6800 E. Soaring Eagle Blvd., had rented digital billboards across the state to advertise multiple events at once. The casino stopped renting digital billboards within the last two months, but still uses its own digital signs on M-20 and Leaton Road.

Frank Cloutier, public relations director for the Saginaw Chippewa Indian Tribe, said these billboards allowed messages to be changed often without the hassle of traditional billboards.

“I do know of many comments from individuals who value digital billboards,” Cloutier said. “I also know that community event level of attendance is higher when advertised on digital billboards.”

Though the digital billboards seemed to garner attention, the multiple messages may have been a disadvantage, said Raul Venegas, director of marketing and entertainment for the casino and resort.

He said they expected exposure, but were missing people as they went by. He doesn’t see the digital billboards as hazardous.

“I don’t think they are distracting,” Venegas said. ”I do see them as beneficial.”

In September, the city of Walker established a six-month moratorium on digital billboards within its limits. Numerous cities across the country have adopted similar bans or moratoriums this year, including St. Louis and Denver.

In an effort to promote tourism and scenic beauty, Alaska, Hawaii, Maine and Vermont have bans on all billboards.