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Bloomington council adopts sign-code changes, allows more building signs and 8‑second electronic sign dwell time
Summary
The Bloomington City Council on June 30 adopted amendments to the city sign code to allow up to three building signs per elevation on tall commercial buildings and to standardize electronic sign dwell time to 8 seconds. The planning commission had recommended denial; the council voted 6‑0 to adopt the ordinance.
The Bloomington City Council on June 30 adopted an ordinance amending city sign standards to allow additional building signs on tall commercial buildings and to set an 8‑second minimum dwell time for electronic signs.
The change to building‑sign rules allows up to three signs per building elevation for buildings seven stories or taller while keeping the same total square‑foot allowance for signage. Planning Manager Mister Johnson told the council the amendment “is a sheer, change to the number of signs, allowed” and that the change was intended to help property owners and tenants without increasing total sign area.
The ordinance also simplifies electronic‑sign rules by allowing an 8‑second dwell time for both simple and more complex electronic signs and electronic billboards. Johnson summarized the city’s rationale for regulating dwell time as twofold: traffic safety and aesthetics, and said federal guidance from the Federal Highway Administration has settled on an 8‑second standard. In public comment, Matthew Allen of Clear Channel Outdoor urged the council to permit the faster 8‑second cycle, describing the company’s use of webcams and remote shutdown as safety measures and noting long statewide experience operating digital signs.
The planning commission held a public hearing and recommended denial of the ordinance on a 5‑1 vote; commissioners who opposed cited aesthetic concerns and potential impacts to nearby hotel guests. Council discussion centered on balancing business interests and aesthetics, and whether safety evidence supported a shorter dwell time. Council member D'Alessandro moved to adopt the ordinance; Council member Moore seconded. The motion carried 6‑0. The council subsequently approved summary publication of the ordinance 6‑0.
The ordinance keeps several existing controls on electronic signs: new billboards remain prohibited, video is not allowed on signs visible from the public right of way, brightness limits and transition rules remain in place, and setbacks from residential uses continue to be required. City staff told the council there are currently four billboards in Bloomington that predate the prohibition (three along 494/35W). Johnson said the changes would not increase allowed sign square footage and noted the city will continue to regulate size, brightness, and proximity to residences.
Council members asked staff to monitor safety and community response after the change. Staff said existing enforcement tools will remain and that the city enforces dwell‑time and other sign requirements locally.
