Laramie Council reviews Lamar's proposal for digital billboard conversion

The Laramie City Council convened on April 22, 2025, to discuss significant developments regarding digital billboards in the city. The meeting featured representatives from Lamar Advertising and Daktronics, who presented a proposal to convert one of the existing static billboards into a digital format.

The discussion began with an overview of the current billboard locations within city limits, highlighting four boards, three of which are situated along the Third Street corridor and one at Twentieth and Grand. Lamar's proposal includes a text amendment to remove one of these boards to facilitate the conversion to a digital display. The representatives emphasized the benefits of digitization, including enhanced community engagement, environmental friendliness, and reduced maintenance costs.

Council members raised questions regarding the implications of allowing digital billboards, particularly concerning light pollution and safety. The Lamar representatives assured the council that the proposed digital boards would utilize high-definition static images with a dwell time of eight seconds, minimizing distractions for drivers and pedestrians. They also noted that the energy consumption of digital boards is significantly lower than that of traditional vinyl billboards.

Concerns were voiced about the potential for increased competition among local businesses if more digital signs were permitted. Councilor O'Doherty pointed out that the only illuminated billboard currently in Laramie is near Fremont University, suggesting that many existing boards lack adequate lighting. The council discussed the possibility of expanding the text amendment to include other types of signage, which could lead to a proliferation of digital displays across the city.

The conversation also touched on the broader implications of changing the sign ordinance, with council members expressing the need for careful consideration of community aesthetics and the potential for clutter. The Planning Commission's previous recommendations against expanding digital signage were referenced, highlighting the tension between modernization and maintaining the city's character.

As the meeting concluded, council members acknowledged the importance of community input and the need for further discussions on the proposed changes. The council plans to continue evaluating the implications of digital billboards in Laramie, balancing the interests of local businesses with the community's aesthetic values and safety concerns.