Council defers request for larger digital sign at Oasis At The Beach after debate over precedent

The Orange Beach City Council held a public hearing June 17 on an ordinance to amend sign rules for the Oasis At The Beach (formerly Phoenix West 2) to permit a larger double-sided sign with electronic changeable copy. Planner Griffin explained the site was originally approved as a residential planned unit development and therefore falls under the residential sign standard (40 square feet per side); the amendment would allow an 80-square-foot single side (40 square feet permanent plus 40 square feet electronic changeable copy) and 160 square feet total for the double-sided sign.

Griffin said residential signage is limited and that the proposed sign would exceed residential allowances while still being smaller than the commercial maximum. ‘‘When Phoenix West was approved about 20 years ago, that was approved as a residential development,’’ Griffin said, noting the difference in residential versus commercial signage allowances.

Ricky Armstrong of Modern Signs, who identified himself during the hearing, said the proposed sign would primarily inform guests about property events and conditions rather than serve as off-premise advertising. ‘‘This is simply to inform the guest and people that are coming to stay there ... conditions, water conditions, things that they learn as they pull into this property,’’ Armstrong said and added the sign would include automatic dimming and comply with the city’s luminance limits.

Council members raised concerns that approving the change could open the door to many other developments seeking the same exception, effectively creating a pathway to more digital signage across the city. One council member said the compromise ‘‘moves toward favoring someone else’’ and warned about creating a competitive advantage for some properties. Another council member asked staff to analyze how many other condominiums or PUDs could pursue the same modification.

After extended discussion about precedent, visibility and traffic-safety concerns, a council member moved to defer the ordinance amendment to a later meeting so staff can calculate potential impacts and determine whether additional limits or criteria are needed. The motion to defer passed and the ordinance will return for further consideration at a future meeting.

Next steps: staff will analyze how many properties could be eligible for a similar amendment and report back to the council; the ordinance remains deferred until the council receives that analysis.