Council grants variance to allow electronic reader-board billboard on I‑35 South

Robinson city council on Tuesday approved a sign variance allowing an off-premise billboard at 7375 Interstate Highway 35 South to be replaced with an electronic reader board sign.

The variance (A25-0035) excuses the code’s on‑premise requirement for electronic reader boards and permits a 672-square-foot electronic face in place of an existing 12-square-foot manual reader board. Staff told the council the site is in a commercial development corridor (C-2 zoning) along the IH‑35 service road, oriented to traffic on the highway and not directly facing residential areas; Planning staff recommended the variance because the location and surrounding commercial pattern meet the code’s variance standards.

Council members discussed sign-code provisions that limit animated or continuously moving displays and require a mandatory eight‑second static interval between changes as well as light-sensing/dimming controls. One member asked whether the city’s ordinance, written for on‑premise signs, remains adequate for large highway-facing signs and whether the council risks setting a precedent; staff said the current approval process allows case‑by‑case review and that any recurring variance patterns could prompt a future code update. “We prohibit animated signs. So it wouldn't be like TV on a stick where everything's in constant motion,” staff said, describing how the permitted electronic reader board would function.

A council member noted speed and sight distances on I‑35 and asked about distraction risk; staff noted the site’s orientation and nighttime dimming controls and said the eight‑second interval reduces continuous animation. The variance was approved by motion; council recorded no roll-call tally during the voice vote.