Colony specific plan amendment allows new digital billboards to replace pylon signs

The City of Upland's Planning Commission has taken a significant step towards modernizing its advertising landscape by proposing the replacement of two secondary freeway pylon signs with two double-sided digital billboards. This move aims to enhance on-site tenant advertising opportunities while adhering to updated regulations.

The proposed billboards will each measure 672 square feet, with dimensions of 48 feet wide and 14 feet tall, and can rise up to 90 feet above the freeway elevation. This change is part of an amendment to the Colony's specific plan, which currently allows for four secondary pylon signs, but only two of these will remain after the new billboards are installed. The existing signs are permitted to feature LED electronic message displays, which will be replaced by the larger digital billboards.

During the meeting, concerns were raised about the visibility of the billboards, particularly their potential impact on driver safety at nearby exit ramps. Commissioners expressed worries that flashy advertisements could distract drivers, leading to accidents. However, representatives from Lamar, the company involved in the project, assured the commission that studies have been conducted to ensure safe sight distances for drivers.

The amendment also includes regulations to mitigate potential issues, such as limiting the frequency of message changes to every six seconds and requiring automatic dimmers to control brightness levels. Additionally, the city will have the opportunity to use the billboards for public service announcements at no charge.

The commission's recommendation to the city council is to approve this specific plan amendment, which is seen as a positive development for local businesses. The changes are expected to provide enhanced visibility for tenants while maintaining compliance with the city's general plan and environmental standards. The next steps will involve further discussions and a vote by the city council on the proposed changes.