The Rapid City Planning Commission faced a contentious decision regarding a proposed digital billboard during its meeting on October 24, 2024. The billboard, intended for a site near a car wash at 5110 Fifth Street, sparked significant debate due to its potential impact on nearby residential areas.

The billboard is designed to be a double-faced digital display, each side measuring 240 square feet, and standing 26 feet tall. While the applicant argued that the sign would meet all city code requirements, concerns were raised about its proximity to residential neighborhoods, particularly the newly constructed Sedona Flats apartments, which would have direct views of the sign.

Cassie Hayes from Community Planning highlighted that the proposed billboard would not align with the city’s comprehensive plan, which emphasizes preserving the character of neighborhoods and avoiding visual clutter. Staff expressed worries about the billboard's height and illumination, which could disrupt the visual landscape and distract drivers on Fifth Street, a principal arterial road.

Commission members echoed these concerns, noting that the residential properties nearby are at a higher elevation, increasing visibility of the billboard. They pointed out that the area lacks other off-premises billboards, making this proposal particularly impactful.

After extensive discussion, including input from both supporters and opponents of the billboard, a motion was made to deny the application based on its potential negative effects on the surrounding community. The commission ultimately voted in favor of the motion, reflecting a consensus that the location was inappropriate for such a large advertising structure. The decision underscores the ongoing tension between commercial interests and residential quality of life in Rapid City.