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Council approves code change to allow digital public information displays at BRT stations
Summary
Council adopted an ordinance amending outdoor lighting and sign chapters to permit director‑level exemptions for signs and lighting that serve governmental purposes, enabling digital public information displays funded and maintained by Lamar Advertising at BRT stations.
On second reading and following a public hearing, the Longmont City Council approved amendments to the municipal code to allow the planning director to exempt certain signs and lighting that serve governmental purposes, clearing the way for digital public information displays (PIDs) at Bus Rapid Transit (BRT) stations.
Transportation planner Ben Ortiz explained the changes are meant to enable quick deployment of PIDs that show real‑time transit information and will be paid for and maintained by a private vendor. Ortiz said the displays proposed for Longmont are similar to displays Lamar Advertising uses along other BRT corridors. The company told staff the 55‑inch display would be used most commonly; a larger 75‑inch display was shown as an example. Ortiz said daytime maximum brightness would be about 3,000 nits and displays would dim to roughly one‑quarter of that level at night. He also said most stations would have a single PID and that about 30 stations are planned along the BRT route.
Councilors asked about light pollution, durability, and whether the city would have approval and removal authority over placements; Ortiz said the city would review locations case by case and could request removal. Staff said Lamar would own and maintain the displays and associated bus shelters, benches and bike racks; in exchange Lamar could sell advertising on the displays, paying for installation and upkeep.
Public commenters raised safety and light‑pollution concerns and asked whether RTD or the city could fund the infrastructure instead of advertising. Several council members — while noting the concerns — said the public‑private arrangement would deliver transit amenities without direct city capital expense. The ordinance passed following the public hearing.
Why it matters: The code change allows the city to install real‑time transit information at BRT stops while keeping capital and maintenance obligations with a private partner; it also raises questions about nighttime brightness, driver distraction and the spread of advertising on public infrastructure.
What’s next: Staff and the vendor will return with site‑specific plans and agreements; placement, brightness controls and content standards will be addressed in the vendor agreement and permitting process.
