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Ashwaubenon board rejects Lamar Advertising request to expand billboard allowances along Lombardi Avenue
Summary
Trustees unanimously denied Lamar Advertising’s request to amend Chapter 17 to permit off-premise billboards along Lombardi Avenue (site near Chuck E. Cheese), citing concerns about preserving village appearance and the gateway view to Lambeau Field.
The Ashwaubenon Village Board voted on March 24 to deny a request from Lamar Advertising to amend the municipal zoning code to allow off-premise billboards along Lombardi Avenue, including a proposed site near a Chuck E. Cheese property.
Staff presented the request and explained that the current code restricts off-premise signage to Interstate 41 and State Trunk Highway 172 corridors. Board members repeatedly said they did not want billboards to proliferate in the village, citing the community’s small-town character and the visual approach to Lambeau Field. One trustee said the change would “wreck our small town feel and look of our village,” and another emphasized the iconic view entering the village from I-41.
A motion to deny Lamar’s request was moved, seconded and carried; the board directed staff to inform Lamar that the village does not wish to amend the code to permit billboards in the requested areas. No formal ordinance amendment was introduced at the meeting.
