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Planning Commission approves billboard overlay for part of Clemson Road despite resident concerns
Summary
The commission approved an outdoor advertising sign overlay for a portion of 151 Clemson Road to allow a static billboard, voting 4-2 after discussion about proximity to residential areas and whether digital conversion could occur later.
The City of Columbia Planning Commission on a 4-2 vote rezoned a portion of 151 Clemson Road (TMS 25705-07-27) to add an Outdoor Advertising Sign Overlay District, allowing an outdoor advertising billboard on the parcel.
Lamar Advertising representative Mason Sullivan described the application as a relocation and replacement of removed, older billboard structures. He said the proposed installation would be a static display on both sides (approximately 10.5 by 36 feet), 35 feet to top, and not an immediate digital conversion. “We're not looking to convert that structure to digital display,” Sullivan said. He noted the company had removed older, noncompliant signs elsewhere and that the proposed structure would meet current code.
Staff explained that the city’s Unified Development Ordinance provides a mechanism to allow new billboards in an overlay district if the applicant removes existing structures from other locations and meets spacing and other standards. The ordinance requires a billboard to be at least 300 feet from a residential-based zoning district; staff observed the nearest residential base zoning district in this case lies outside the city limits (unincorporated residential area). Commissioners debated whether the adjacency to that unincorporated residential neighborhood should weigh against approval.
Commissioner Holcomb expressed concern about the effect on the residential area across Clemson Road and said conversion to digital would be an additional worry. The applicant and industry representatives noted technological “diversion” devices and other measures can limit light spill from digital displays, and that the proposed structure would be static.
After discussion, Commissioner (motion maker not specified) moved to approve ZMA-2025-0015 to add the Outdoor Advertising Sign Overlay to the MU-2 parcel. The motion passed on a roll-call vote: Causey — yes; Cook — yes; Holcomb — no; Osorio — no; Coveney — yes; Cohn — yes.
Staff reminded the commission that signs on state-managed corridors require coordination with the Department of Transportation and that any future change to digital displays would be governed by UDO criteria for conversions and spacing. The overlay approval allows the applicant to proceed subject to permitting and DOT coordination.
The parcel's legal description in the application was noted as roughly a 4,000-square-foot portion of the parcel at 151 Clemson Road. The commission’s vote and case identifier are recorded in the actions array below.
