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Planning commission recommends denial of text amendment to allow digital billboards in city limits
Summary
The Planning Commission voted 6-1 Feb. 10 to recommend the City Council deny a Lamar Advertising–backed text amendment that would permit conversion of nonconforming static billboards to digital displays. Staff recommended denial, citing conflict with long-standing policy to phase out billboards and concerns about visual impacts and precedent.
The Laramie Planning Commission voted 6-1 on Feb. 10 to recommend that the City Council deny a text amendment (TA24-04) that would have allowed existing nonconforming static billboards to be converted to digital displays under an administrative process.
Philip, planning division staff, presented the proposed amendment and recommended denial. He said Laramie’s planning documents and zoning code have long treated billboards outside the interstate corridor as nonconforming uses with the intent to phase them out. Staff said the amendment conflicted with the comprehensive plan, the 321 Third Street plan and downtown design guidelines that prioritize reducing sign clutter and preserving urban character. Staff listed five primary reasons for denial: incompatibility with existing regulations, negative visual impacts and light pollution, erosion of signage controls, conflict with planning goals, and lack of demonstrated public benefit.
Representatives of Lamar Advertising and its counsel responded that conversions would modernize existing signs, allow a community-dedicated slot for public messaging, and employ modern LED and dimming technology to limit upward light. Megan Goetz, representing Lamar, said conversions would not increase the number of signs, would allow one slot for community use, and cited experience in other Wyoming communities. Industry representative Eric Johnson described display modules and sensors that adjust brightness to ambient conditions.
Commissioners debated the comparison to a recently approved electronic sign at the Albany County Courthouse; staff said the courthouse sign was a smaller, on‑premise 75-square-foot monument EMC and not comparable to a 243-square-foot elevated billboard. Commissioners also raised concerns about precedent, aesthetics, and whether the amendment would be used to expand billboard presence. After public comment (none during the hearing), Commissioner Matamore moved to recommend denial “based on findings of fact and conclusions of law” as recommended by staff. The roll-call vote was Pacino — aye; Evans — aye; Matamore — aye; Heiser White — aye; O’Toole — aye; Schneider — nay; Moody — aye (6 yes, 1 no). The commission’s recommendation will go to city council for final action.
