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Council approves ordinance allowing conversion of existing billboards to digital displays after amending duration to 12 seconds
Summary
After public comment and a planning commission review, Roseville City Council voted to allow conversion of some preexisting billboards to digital displays with conditions; an amendment increasing the minimum display duration from 8 to 12 seconds passed 3–2, and final ordinance adoption passed 4–1.
The Roseville City Council on Jan. 27 approved amendments to Title 10 (sign regulations) that permit conversion of select, preexisting nonconforming roadside billboards to dynamic (digital) displays under strict conditions.
What the proposal covered: City planning staff said the ordinance would not permit new billboards; it would only allow conversion of a limited number of existing billboards that meet specified orientation, setback and brightness rules. Staff reviewed other municipalities’ standards and the Planning Commission recommended approval on a 3–2 vote after asking for additional clarity about brightness and height measurements.
Public comment: Elena Howie of Parker Avenue opposed the conversions, saying the city had “already decided that it does not want more billboards” and raising concerns about driver distraction, nighttime light pollution and ecological impacts. Clear Channel Outdoor representative Matthew Weiland said digital signs are designed differently than externally lit static signs and noted that modern digital displays use ambient light sensors and louvers to reduce upward light; “Digital billboards themselves, the light is directed down,” he said.
Council action and amendment: Councilmember Schroeder moved to adopt the ordinance in the packet (attachment 6). Councilmember Strachan moved to amend the proposal to increase the minimum dwell time per advertisement from 8 seconds to 12 seconds; that amendment passed 3–2 (recorded as 3 yes, 2 no). The final ordinance motion as amended passed 4–1. The council instructed staff that any individual conversion must still meet the ordinance criteria and be permitted by the city before it can be implemented.
Why it matters: The ordinance preserves the city’s ban on new billboards while allowing owner/operators to upgrade existing structures to digital technology subject to restrictions intended to limit brightness, orientation and proximity to residential areas. Supporters said conversions can reduce overall light spill at night and create opportunities for city public information messages; opponents cited road‑safety and environmental concerns and asked for more study.
Next steps: Staff will incorporate the ordinance language changes and publish the adopted ordinance. Individual conversions will require permit review; if an applicant fails to meet criteria during permit review the city may deny conversion for that site. The city will also negotiate programmatic elements spelled out in the ordinance (for example, provisions that permit the city to receive limited advertising time for municipal messages).
Ending: The vote concludes a multi‑month review that included Planning Commission input, staff research of peer cities and public comment. The city noted any permitted conversions will be individually reviewed to ensure they meet the new standards.
