Commission approves electronic message sign at Lifetime Dental; commissioners urge clearer brightness rules

The Keyesville City Planning Commission on Aug. 28 approved a conditional use permit for an electronic message center (EMC) sign for Lifetime Dental at 368 North Main Street, after staff said the proposed sign meets the city’s sign‑code percentage limits for EMCs and no public objections were received.

Planning staff described the proposed sign as approximately 10 feet tall and 8 feet wide, with the EMC portion representing about 55% of the total sign area; staff said the electronic portion is roughly 24 square feet. "As you can see, it will be within our requirements for sign size for EMCs," planning staff said, adding there were no public comments after the sign was posted on the property.

The sign will be placed at the intersection of 300 West and Main Street on the corner of the property; staff said the small red rectangle on the project illustration shows the location and that sight‑distance considerations were evaluated.

Commission discussion focused on illumination controls and traffic safety. Commissioners said the city’s sign code does not specify a numerical brightness (lumens) limit for EMC signs; it instead prohibits glare and rapid blinking and generally expects dimming at night. One commissioner urged the commission and staff to consider a code amendment for lumens and audio standards. "I think we should tackle that. Not only lumens, but also, audio a decibel noise ordinance," a commissioner said.

A representative for the applicant, identified in the transcript as a part owner with Baker, described the sign’s technical capabilities and willingness to comply with reasonable limits: "We can make it whatever brightness you want. It can be shut off. It's got a timer," the representative said. The applicant said the sign will be full LED and described it as high resolution and aesthetically pleasing.

Staff recommended approval with the option for the commission to add conditions related to illumination and nuisance prevention; the commission voted to approve the conditional use permit by voice vote. A commissioner who seconded the motion noted the city has adopted specific illumination rules in limited cases — such as a car‑wash ordinance — and staff said a broader sign‑code amendment could be considered.

The approval allows the EMC sign as described in the application; any future complaints about glare, blinking or brightness would be handled through the city’s conditional use enforcement and nuisance processes and could prompt conditions or code amendments.