Staff weighs Lamar proposal for digital billboard conversions, suggests removal ratios

City staff briefed council on off‑premise sign regulations and a proposal from Lamar to permit digital conversions of grandfathered billboards under a cap‑and‑replace or ratio approach. "They requested a cap and replace, where basically... off premise signs capped at current legal count with no net increase," the presenter said while outlining peer city approaches and TxDOT safety and timing standards (8‑second minimum message duration, brightness limits and emergency message capability).

Staff noted existing billboards are legally grandfathered under current code but that there is no variance procedure for relocation; Lamar specifically asked about relocating a sign at Briarcrest and Highway 6 and about digital upgrades under TxDOT guidance. Peer examples cited included development agreements in which cities negotiated removal ratios (for example, 2:1 or 3:1, and in one peer case up to 4:1) in exchange for conversions.

Councilmembers reacted favorably to negotiated approaches that would reduce the number of physical structures while allowing conversions in strategic corridors. "I kind of like the idea of of of a 2 or 3 to 1 removal ratio," one councilmember said, and others urged careful limits on brightness near residential areas and that staff bring a specific proposal back for formal negotiation and ordinance drafting.

Staff said any conversion should meet TxDOT standards and that staff can pursue development agreement negotiations, pilot options, or a retained prohibition; next steps include continuing discussions with Lamar and returning with a recommended development agreement or ordinance language for council consideration.