In a recent government meeting, the Monona Planning Commission discussed a proposal from Adams Outdoor Advertising for a digital billboard at 400 East Broadway, adjacent to Ahuasca Park. The proposed sign, measuring 14 by 4 feet and standing 35 feet tall, aims to generate revenue for the city without incurring construction costs. The city would also utilize the sign to promote local events.

Adams Advertising representatives emphasized that the sign would not interfere with park activities and would be strategically located 1,500 feet from the nearest residential area, ensuring minimal visibility from homes. They argued that the site is uniquely suited for such a sign due to its commercial surroundings and existing zoning as a community design district.

The proposal has garnered mixed reactions from the community. While some commission members acknowledged the potential benefits, including revenue generation and improved aesthetics in the area, others expressed concerns about the implications of allowing a billboard in a city that has historically avoided them. Resident Bill Grama voiced strong opposition, arguing that the introduction of a billboard could set a precedent for future developments that might compromise the city's character.

The commission also reviewed previous applications for similar signage from Adams, dating back to 2010 and 2012, which had been denied. As the discussion progressed, members were urged to consider the broader implications of the proposal on land use and zoning regulations.

The meeting concluded with a call for further deliberation on the request, highlighting the need for a careful evaluation of the proposal's alignment with the city's established policies and community values. The commission is expected to make a decision in the coming weeks, weighing the potential economic benefits against the community's historical stance on billboards.