the impacts of billboards. protecting our scenic heritage table of contents introduction overview...

The Impacts of Billboards

Protecting Our Scenic Heritage Table of Contents

Introduction

OverviewCommunityRegulations

Who Pays Billboard Impacts

EconomyQuality of LifeBillboard BansDigital Signs

Public Opinion

Alternatives

Protecting Our Scenic Heritage Who We Are

Scenic Nevada is a nonprofit 501(c)3 organization, active since 2000.

Our principal activities are to educate the public about the economic, social and cultural benefits of scenic preservation. We are an all volunteer group, advocating for sign control, scenic byways and protection of open spaces.

Scenic Nevada is an affiliate of Scenic America, a national group dedicated to scenic preservation.

Introduction

Permissive sign regulations work against the community’s desire to preserve, protect and enhance scenic beauty.

Too many billboards negatively impact communities and can hamper development as a quality place to live, work and visit.

Protecting Our Scenic Heritage

Community

Our tax dollars build and maintain our roads. It’s in the community’s best interest to have sign regulations that protect roads from clutter.

Billboards lead to clutter, which can cause blight and a reduction in property values.

Strong sign control leads to attractive streetscapes and unobstructed scenic views.

Improving scenic qualities instills community pride and attracts tourists, new residents and new business.

“I am a strong believer since starting my real estate firm in 1957 that better aesthetics leads to better cities and better economics.” − Gerald Hines, founder of Hines, a global real estate, investment and development firm, at the 2014 Scenic America conference (1)


Regulations

Weak sign codes have allowed too many signs, creating clutter in commercial neighborhoods. Billboards were allowed to proliferate along the streets and highways in Reno.

Today, Reno and Sparks have a sign code that was designed to balance community aesthetics and commercial interests. But, the balance hasn’t been achieved in all neighborhoods.

Some signs are grandfathered (erected before codes were adopted and allowed to stay). Sometimes, public officials grant variances and/or allow questionable permits.

Reno has more than 200 billboards, with 93 approved permits awaiting a site; Sparks and Washoe County each have between 60 and 65.

“Successful communities pay attention to aesthetics. Typically they control signs, they plant street trees, they protect scenic views and historic buildings…” − Ed McMahon, Senior Resident Fellow, Urban Land Institute, Washington, D.C., and former president of Scenic America (2)


RegulationsReno allows new billboards in commercial and industrial zones, despite a voter initiative in 2000 prohibiting new billboard construction and new permits.

Reno also approved digital billboards in 2012, but a moratorium is in place until a legal dispute is resolved. Scenic Nevada sued, asking the court to void the digital ordinance the City Council passed.

Sparks allows both traditional and digital billboards, but only in industrial zones.

Washoe County said no to new billboards and digital billboards.

Control billboard blight: Scenic

Nevada works to control the height, size

and placement of traditional and digital

billboards to reduce visual impact.


Regulations to Come

Both Washoe County and Sparks agreed to write new sign codes to allow and regulate digital signs for businesses, called on-premise signs. Sparks also needs regulations to address the digital billboards it will allow.

Nevada’s Department of Transportation regulates billboards along our federally controlled highways. New regulations to allow digital billboard signs are being developed.

One of the new dangers is a proliferation of digital signs, on and off premise, using industry standards adopted by public officials at the community’s expense.


Who Pays

The gas taxes we pay at the pump support our roads. High traffic counts drive up the cost of billboard ads. The value of a billboard, therefore, depends on public roads.

Courts have long held that billboards represent a use of the road rather than private property.

“The success of billboard advertising depends not so much upon the use of private property as it does upon the use of the channels of travel used by the general public.” − Churchill and Tait v. Rafferty 1918

Billboard companies use the views from our public roads for their benefit, yet they pay no road user taxes. The billboard industry is getting a free ride.

“Billboards derive their value solely from their direct use of the public streets and highways. They are also the major direct users of the road that have escaped road user fees.”− Charles F. Floyd, Professor of Real Estate, University of Georgia (3)

Local Economies

Communities and states that enact tough billboard controls enjoy strong economic growth.

For example, Hawaii, Alaska, Maine and Vermont prohibit all billboards, and they have successful tourism industries.

Vermont took down its last billboard in 1975. From 1976-1978, tourism revenues increased by over 50 percent. (4)

A five-year study of 35 cities by the Mississippi Research and Development Center concluded:

"The way a community looks affects how both residents and visitors feel about it. An attractive community has a better chance at industry, including tourism.” (4)

“There can be no doubt that there is a connection between successful tourism and scenic protection ... Tourists do not want to travel along ugly routes to get to ugly destinations.”

−Doug Harman, Ph.D., former President and CEO of the Fort Worth Convention and Visitors Bureau and former City Manager of Fort Worth (1)


Local Economies

The billboards industry claims controlling billboards hurts local economies. Facts show most billboards have little impact on the local economy, with one exception.

Billboards caused reductions in nearby home property values. A Philadelphia study showed reductions of up to $31,000 in the sale prices of nearby homes located within 500 feet of a billboard. (5)

Billboards often advertise national brands or out of-state products and services.

In 2012 billboards accounted for only about 2.5 percent of total advertising spending in the United States. (6)

“I cannot believe that the free-enterprisesystem would be irreparable damaged if(billboards) were abolished. Who is in favor of them? Only the people who make money out of them.”

− David Ogilvy, in Ogilvy On Advertising (7)


Quality of Life

Controlling billboards and other signs enhance scenic beauty and community character.

Scenic beauty is not only good for business. It enhances livability for residents, creating a sense of place.

What follows is growth in community pride and commitment to protecting it from becoming the “geography of nowhere.”

To create an iconic setting, communities need to set standards– then commit to them and require public officials to enforce them.

“There are still manybeautiful places in America, but to get to these places we must often drive throughmile after mile of billboards, strip malls, junk yards, used car lots, fry pits, and endless clutter that has been termed ‘the geography of nowhere.’

−Ed McMahon, Senior Resident Fellow, Urban Land Institute, Washington, D.C. (2)


Billboard Bans

Bans on new billboards means that new billboards can no longer be constructed, but all existing billboards are allowed to remain.

U.S. cities adopt billboard bans because it is a proven and fair method to gradually reduce the number of billboards in a city over a long period of time.

There is no forced removal of billboards under a billboard ban. Billboards are taken down only when the landowner chooses to remove them.

A majority of voters In Reno banned new billboards in 2000, and they rejected digital billboards in a 2011 Reno voter survey. (8)

“We take stock of a city like we take stockof a man. The clothes or appearance are the externals by which we judge.”

− Mark Twain (2)


Billboard Bans

Pre-2000, the billboard industry in Reno and billboard blight were out of control. (9)

The City Council declined to initiate new laws to reduce billboard blight.

A citizens group collected the necessary signatures and qualified Ballot Question R1 for the November 2000 election, asking voters if new construction should be prohibited.

Fifty-seven percent of the voters approved the following ballot initiative:

“The construction of new off-premises advertising displays/billboards is prohibited, and the City of Reno may not issue permits for their construction.”

At the time of the vote in 2000, there were about 278 billboards within the Reno city limits.

Scenic Nevada was formed to combat billboard proliferation at a time when our elected officials refused to act. (9)


Billboard Bans

After the vote, the city of Reno and the billboard industry agreed to a new Reno sign code that capped billboards and created the billboard permit bank.

Called “relocation,” when one comes down, another can be constructed in a different spot.

If the billboard company doesn’t have a new place, it can “bank” its permit until a new location is found. The banked permits can last 15 years.

Despite the people’s vote, new construction of billboards is permitted in Reno. Between relocation, land annexations with existing billboards, and out-of-court settlements, the number of billboards has grown.

The city of Reno routinely grants new billboard permits and allows new construction.

Today there are about 201 existing billboards and 93 permits awaiting a new location – an increase of 16 permits since the ban was enacted. (10)



Digital Billboards

Digital billboards can create safety hazards, (11) distracting drivers with very bright ads and flashing changeable lights every six to eight seconds.

The ad rotation means more real estate for more ad revenue. In fact, a digital billboard is making at least quadruple the revenue – sometimes up to 12 times as much – compared to a static billboard, according to PQ Media vice-president Leo Kivijarv. (12)

Once erected, the cost to taxpayers for removing digital billboards for road construction projects is astronomical. In St. Paul, Minn., removing one cost taxpayers $4.3 million. (13)

Washoe County and communities all over the U.S. are banning new billboard construction and digital “upgrades.” (14)

“Clearly, I’m not interested in having more billboards. I really don’t want to drive over beautiful (Interstate) 580 and see billboards all over those gorgeous hills.” − Washoe County Commissioner Marsha Berkbigler, November 2013 (15)


Digital Billboards

One digital billboard uses more energy than it takes to power 15 homes in a 24-hour period. (16) Digital billboards contribute to light pollution. At night they are often set to display more than three times brighter than traditional signs. (17)

Built in sunshade louvers do little to minimize digital signs’ impact on the night sky. (18)

Researchers believe light pollution not only dims the night sky, but also affects human health and animal behaviors. (19) Scientists say global light pollution is increasing by six percent per year. (20)

The Grand Sierra Resort in Reno was approved for an on-premise digital wall sign that will be nine stories tall, faces Interstate 580 and has no government required brightness controls.

Ignoring warnings and studies by some experts, officials here are permitting digital signs under regulations pushed by the sign industry.

Public Opinion

Scenic Nevada funded a voter survey in 2011, following the Reno City Council’s announcement to allow digital billboards. Results show:

• 55% believe the City Council should not change city code to allow digital billboards

• 66% do not want to view a digital billboard from their home or office window

• 80% believe there are enough or too many billboards in Reno already

• 89% believe that it is important or very important that drivers should not be distracted while driving (8)

“It is clear to conclude from this survey that a majority of voters oppose changes that would allow digital billboards.”

− M.J. Ross Group, Inc., Portland, Oregon, in 2011 poll report (8)


Public Opinion

In 2009 the Federation of Western Outdoor Clubs − made up of more than 40 organizations, including the Sierra Club and Friends of Nevada Wilderness − passed a resolution advocating a permanent ban on digital billboards for safety and aesthetic reasons.

The Reno Gazette-Journal ran an editorial in 2009 that advocated caution and encouraged officials to make sure use of digital billboards is safe.

A 2005 survey of Arizona residents showed overwhelmingly they disapproved of allowing digital billboards. (8)

In the 1990s, people in Florida, Rhode Island, New Hampshire, Texas, Michigan and Missouri all agreed that billboards are litter on a stick. In fact, virtually every credible poll that's been done reveals one fact: Americans do not like billboards. (8)

“The support for billboard control spans education levels, race, and gender; and it knows no geographic boundaries. People, in other words, are tired of watching their scenic roadsides transformed into oversized Yellow Pages.”

− Scenic America (8)



Billboard Alternatives

Logo and tourist-oriented directional signs (TODS) alert drivers to local business services, including gas, food and lodging. The signs are posted at eye level and meet safety requirements. They include instantly recognizable logos.

A 1990 study sponsored by the US Department of Agriculture found that the annual direct economic impacts of TODS in Oregon and Washington exceeded $25 million, with secondary impacts topping $53 million. (21)

State highway electronic reader boards are posted on federally controlled highways, alerting drivers to traffic situations, weather and other vital information.

In Florida, 63% said they derived more information from official information (logo) signs more than from billboards. In Missouri, the margins were 68% to 18% in favor of logo signs. (8)

Protecting Our Scenic HeritageResources1. http://www.scenic.org/blog/197-film-of-scenic-americas-2014-conference-now-available-online2. The Secrets of Successful Communities by Ed McMahon, published on PlannersWeb.com – July 29, 20133. http://www.scenic.org/storage/documents/Road_User_Fees.pdf4. http://www.scenic.org/billboards-a-sign-control/the-truth-about-billboards/100-billboard-control-is-good-for-business5. Beyond Aesthetics: How Billboards Affect Economic Prosperity – Jonathan Snyder (2011)6. Marketing Charts and the Outdoor Advertising Association of America7. http://www.scenic.org/resources/scenic-quotes8. http://www.scenic.org/billboards-a-sign-control/public-opinion-on-billboards/99-public-opinion-polls9. http://www.scenicnevada.org/wp/wp-content/uploads/2014/05/SN-26-38-History-of-BB-Controversy-in-Reno-dated-4-1- 2002.pdf10. Testimony of Claudia Hanson, Reno City Planning Manger, Feb. 24, 2014, Scenic Nevada vs City of Reno11. http://www.scenic.org/billboards-a-sign-control/digital-billboards/112-digital-billboard-safety-studies12. http://streetfightmag.com/2014/07/31/outdoor-advertising-a-media-anomaly-knocks-on-the-digital-door/13. finance-commerce.com “MnDOT paid $4.3M to remove digital billboard” by Brian Johnson (2014)14. http://www.scenic.org/billboards-a-sign-control/the-truth-about-billboards/100-billboard-control-is-good-for-business15. Washoe County Commission public meeting, Nov. 12, 201316. Illuminating the Issues, Gregory Young, 201017. Digital LED Billboard Luminance Recommendations How Bright is Bright Enough18. Illinoislighting.org/resources/ICROL-Digital Billboards.pdf19. ecologyandsociety.org/vol15/iss4/art13/201320. Turning Night Into Day: Light Pollution’s Impacts on Wildlife | lighting.com21. http://www.scenic.org/billboards-a-sign-control/tools-for-action/32-alternatives-to-billboards

Scenic America estimates the nationwide total of cities and communities prohibiting the construction of new billboards to be at least 1,500.

the impacts of billboards. protecting our scenic heritage table of contents introduction overview...

Documents

scenic nevada

scenic byways

scenic qualities

scenic beauty

scenic heritage community

new billboards

digital billboards

affiliate of scenic