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Planning commission denies proposal for 26‑foot digital billboard at 5110 Fifth Street
Summary
The Rapid City Planning Commission voted to deny a major amendment that would have allowed a 26‑foot, double‑faced digital off‑premise billboard at 5110 Fifth Street, citing view‑shed, residential proximity and visual‑clutter concerns. Applicant Lamar Advertising argued the sign met code and used modern LED dimming.
The Rapid City Planning Commission voted Oct. 24 to deny a major amendment to a planned development overlay that would have allowed an off‑premise digital billboard at 5110 Fifth Street.
City staff and several commissioners said the proposed billboard — a double‑faced digital display measuring 240 square feet per side on a 26‑foot monopole with 14 feet of ground clearance — would extend above surrounding buildings, increase exposure to nighttime illumination and affect nearby residential view sheds. Cassie Hayes of Community Planning told the commission staff found the proposal “not consistent with the plan development criteria, the conditional use permit criteria, or the off‑premises sign criteria” because there was no effective way to screen or shield surrounding properties.
Neighbors and commissioners emphasized recent changes in the area, including new apartments with balconies that would have direct sightlines to the proposed display. Commissioner Vicky said, “we just could not support this sign at this location,” citing the property’s elevation, proximity to residences and a nearby religious assembly.
Representatives of Lamar Advertising argued the sign complied with the code and industry standards. Terry Olsen of Lamar said the company had removed other billboards in the city and that, “if we follow the letter of the code, it should be approved.” Steve Blake, assistant general manager for Lamar of South Dakota, added the firm uses Daktronics LED displays “to make sure that they aren't a distraction to drivers.”
After discussion, Commissioner Mike Kwosny moved to deny the major amendment, citing visibility, impacts to view sheds and neighborhood character; the motion was seconded and carried on a voice vote. No roll‑call tally was provided on the record.
The denial prevents construction of the proposed off‑premise digital billboard at the site as presented; staff and the applicant may pursue other options consistent with code and the existing PUD.
