Council adopts zoning text amendment to allow digital billboards on Highway 30 with reduced brightness limits

The Ames City Council adopted a zoning text amendment May 13 to allow limited replacement of existing billboard faces with digital displays along U.S. Highway 30, with new design and operational standards intended to limit visual intrusion.

Under the approved amendment, a digital sign face may be permitted when two existing billboard structures are removed for every 400 square feet of new digital face. The ordinance explicitly excludes Interstate 35 from the program (staff removed I‑35 from an earlier draft) and establishes a reduced maximum brightness level for the digital displays — council approved a maximum of 160 nits during normal operation, a figure staff described as substantially lower than typical digital billboard allowances and acceptable to the applicant following earlier discussion.

Staff said the amendment also clarified sign code text and simplified language around major site plans and zoning map amendment procedures. The council opened and closed a public hearing on the ordinance during the meeting and then passed the zoning text amendment by roll call.

City staff said they had consulted with the applicant on brightness and that the rule change strikes a balance between allowing upgraded signage along a major commercial corridor while placing limits intended to reduce impacts on adjacent properties and night skies. The council did not adopt additional, wildlife‑specific restrictions at this time but asked staff to continue to review best practices as needed.