Council approves agreement and code tweak to allow conversion of static billboards to digital displays

The Roseville City Council on June 2 authorized a developer agreement with Clear Channel Outdoor to convert a preexisting static billboard at 2560 Long Lake Road to an electronic display and adopted a technical amendment to the city’s sign code adopted earlier this year.

City Planner Thomas Paschke reviewed the January ordinance changes that permitted conversion of certain preexisting billboards to digital signs and noted staff had reviewed the pending permit for the Long Lake Road location for compliance with distance, height and proximity standards. Paschke presented a draft agreement negotiated with Clear Channel and a related administrative content policy prepared for staff implementation.

Representative Matthew Allen of Clear Channel said the conversion would let the company offer more advertising opportunities for local businesses and provide public-service messaging. The ordinance amendment discussed at the meeting removed a seconds-based wording in the code and left timing rules to the administrative policy rather than specifying seconds in the ordinance. Council member Schroeder moved and Council member Bauer seconded authorization to enter the agreement and amend the ordinance; the motion passed unanimously.

The administrative policy governing content and timing will be maintained by staff; council did not take formal action to adopt the policy itself but reviewed it as part of the packet.