Pittsfield approves first digital billboard in Berkshire County to support local businesses

The Pittsfield City Council meeting on January 14, 2025, focused on a significant proposal for the installation of the first digital billboard in Pittsfield and Berkshire County. The billboard, proposed by Kids Owned Child Care Educational Centers, will be located at 699 Dalton Avenue, positioned 130 feet from the street to enhance visibility.

During the meeting, concerns were raised regarding the billboard's lighting and its potential impact on neighboring properties. The council stipulated that the lighting must not protrude into adjacent areas and that any future concerns would be reviewed by the Community Development Board.

Leo Robert, representing Kids Owned, emphasized the billboard's benefits, including advertising opportunities for local businesses and serving as a platform for emergency communications, such as Amber alerts. He noted that the billboard would be strategically placed on a road with a daily vehicle passage of 13,000 cars, exceeding the threshold for digital billboards.

Robert assured the council that the billboard would comply with all state and local regulations. He referenced studies from the Federal Highway Administration indicating that digital billboards do not increase crash rates and highlighted the billboard's advanced technology, which includes automatic dimming features to adjust brightness based on ambient light conditions.

The proposed billboard will also allocate 5% of its visible hours for nonprofit organizations to advertise for free, contributing to community engagement. Robert expressed a commitment to transparency and ongoing communication with city officials and residents, aiming to ensure the billboard aligns with local values and aesthetics.

The council's decision on the proposal will be influenced by the public's feedback, as no objections were raised during the meeting. The outcome of this proposal could mark a new chapter in Pittsfield's advertising landscape, enhancing local business visibility while prioritizing community safety and engagement.