Missoula County adopts ban on new billboards, bars conversion to electronic displays

Missoula County commissioners voted to amend Chapter 8 of the county zoning regulations to prohibit the installation of new billboards and the conversion of existing billboards to electronic message displays.

Planning staff presented the amendment as a measure to preserve scenic corridors and reduce roadway distractions. Jenny Dixon, a county planner, told commissioners the changes would bar new off‑premise sign faces and prevent existing billboards from being converted to internally lit or electronic message displays; existing structures could continue normal maintenance but not structural alterations, and replacement after more than 50% damage would be restricted.

Dixon cited federal and state frameworks — including the Highway Beautification Act — and summarized research linking billboard visibility and electronic billboards to increased driver distraction and crash risk. She told the board that some studies show increases in crash risk (one study cited a 4.5% increase associated with digital billboards) while also acknowledging studies and contexts that show mixed or nonuniform results.

Representatives of Lamar Advertising and sellers of billboard space urged caution. Jessie Hyatt, an account executive with Lamar Advertising, questioned the applicability of some studies and warned that the amendment could freeze existing structures and limit opportunities for aesthetic upgrades for small‑business advertisers. Other industry speakers also asked the county to ensure written public comments were fully available after a brief CivicClerk publishing issue.

County staff and the administrative assistant explained the technical problem: the packet host experienced an outage yesterday afternoon and was republished this morning, and Missoula County Voice comments were available throughout. Commissioners said they had access to written comments and proceeded with deliberations.

After public comment and discussion, a commissioner moved to approve the recommended amendments; the motion passed on a voice vote. The adopted changes treat existing billboards as nonconforming, prohibit new billboard installations and EMD conversions in the county’s zoned portions, and preserve other sign regulations for on‑premise signs.

The county will enforce the amended regulations through its permitting process and by treating permitted billboards that exceed replacement thresholds as needing review. Commissioners and staff said the updates align county code with a community goal of protecting scenic and rural character while relying on a record of traffic‑safety research.