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Florence council selects two sites for electronic message signs after site analysis and debate
Summary
After reviewing multiple candidate locations and cost estimates, the council approved two town-owned sites for electronic message centers: Fire Station 2 on Hunt Highway and a location near the 79/Main Street corridor.
The Florence Town Council on Oct. 21 approved two locations for new electronic message-center signs after hearing a staff analysis of candidate sites, field demonstrations and cost estimates.
Staff presented a visual demonstration of proposed sign pixel densities and readability at varying distances and reviewed logistical factors — land ownership, required easements, electric-service costs, traffic volumes and visibility — for several candidate sites around town. Candidate locations analyzed included a northeast Merrill Ranch site (Anthem area), the Pinal County Historical Museum property, Main Street Park, the community center, the 79/Main Street intersection, and Fire Station 2 on Hunt Highway.
After discussion about audience (tourists vs. residents), branding and costs to run power, the council voted to place signs at two town-owned locations: Fire Station 2 on Hunt Highway (north approach) and the 79/Main Street corridor (southern approach). Council members cited ownership of town property, visibility to inbound traffic and long-term control of the sites as deciding factors. Staff said preliminary cost estimates for the two chosen sites are in the low six figures per sign once electrical service, foundation and permitting are included; staff will return with final design, permitting steps and a marketing plan.
Why it matters: Electronic message signs are intended to increase awareness of town events and encourage visitors to explore downtown and town amenities. Council members discussed whether the signs should target tourists entering Florence, residents, or both, and several members urged a coordinated town branding and messaging strategy before finalizing designs and content.
Key details from staff analysis
- Readability and pixel density: Staff showed a demonstration video and recommended larger pixel density for sites that would be read at closer distances; park and fire-station sites require different panel sizes. - Electricity and permitting costs: Sites with no nearby power or across state highway right-of-way (for example, Highway 287 approaches) would require substantially higher electrical infrastructure costs and additional permitting with ADOT. - Ownership and control: Council favored town-owned parcels (Fire Station 2 and Main Street Park/79 corridor) to avoid revocable license agreements with third parties.
Next steps
Staff will complete final sign design and foundations, obtain permitting and return with a communications strategy that addresses messaging priorities, content timing and potential sponsorship or advertising policies.
