The Waxahachie City Council on May 21 approved a development agreement with Lamar Advertising to convert the static billboard at 5801 North I-35 East to digital, in exchange for the removal of two other static billboards at 1405 North I-35 E and 3101 South I-35 E. The council approved the agreement with a motion that added content restrictions similar to an earlier billboard approval.

City staff described the negotiated deal as a trade: one digital sign in exchange for removal of two older static signs. Staff said the proposed digital billboard at 5801 would include a masonry wrap at the base; Lamar’s real estate manager, Steven Betzold, told the council the company would be willing to include text such as “Waxahachie” on the wrap and that the wrap will meet code requirements for brick or stone.

Council members discussed aesthetics, precedent and the city’s prior settlement that allowed an earlier electronic billboard. One council member said a digital billboard that replaces dilapidated vinyls and can be maintained is advantageous; another said the city should be careful about apparent city endorsement and content displayed on privately owned billboards.

Lamar confirmed the company will submit final sign-permit plans and that the city’s development agreement can include specific content restrictions. The council directed staff to include restrictions (content and aesthetic standards) in the development agreement before final sign-permit approval. The motion to approve the development agreement with restrictions carried.