Westborough planning board hears proposal to allow digital billboards along I‑90 and I‑495; hearing continued

Hazel Nurse, chair of the Town of Westborough Planning Board, opened a public hearing Feb. 2 on a proposed zoning article to allow off‑premise digital billboards in limited highway locations. Jenny Gingris, the town planner, told the board the article would allow digital billboards only by planning‑board special permit on commercial or industrial parcels directly abutting I‑90 or I‑495, and only in full compliance with state and federal law.

Representatives from Outfront Media — who identified themselves as Amanda Guanelloo and Jim McGrael — described federal and state restrictions that already limit siting and design. Amanda said the rules “cannot be within 500 ft of a ramp,” must be in commercial/industrial areas, require at least two businesses within 500 ft, and impose spacing (about 1,000 ft) and lighting/animation restrictions. She added that maintenance and safety standards are required and joked, “It can't be ugly,” when describing quality and upkeep expectations.

The company described a local review sequence in which a planning‑board special permit and select‑board negotiated development agreement (to secure public benefits such as annual mitigation payments, emergency‑message priority and advertising restrictions) would be required before a building permit could be issued. Jenny said the draft also requires a development agreement so the town receives a defined public benefit if a sign is approved.

Board members pressed applicants on three topics: traffic and safety data, where mitigation payment figures come from, and the sequencing of approvals. One board member noted that the select board—not the planning board—would negotiate the mitigation payments and asked whether the planning board should wait for those terms before granting a special permit. Outfront said mitigation figures vary by market and cited $65,000 per year as a high‑end Massachusetts example; the company said mitigation, rent to property owners, and real‑estate taxes would all be components of the town’s revenue from a sign.

Members of the public raised environmental and land‑use concerns. Janet Anderson asked whether billboard construction might require cutting trees or new access roads and whether conservation‑commission review could apply; staff said signs on private property generally allow tree removal unless the footing is within conservation land, in which case conservation jurisdiction would apply. Another commenter asked for a clearer estimate of advertising revenue; applicants said revenue and mitigation are subject to future negotiation with the select board.

Before continuing the hearing, the planning board asked staff to send the draft language and materials to town counsel to confirm the applicable federal and state regulations and to ensure the proposed local standards apply correctly to Westborough’s highway corridors. The board voted to continue the billboards public hearing to its Feb. 17 meeting so counsel and additional documentation can be reviewed.

The hearing remains open; the article is scheduled for the March 21 annual town meeting warrant and will return to the planning board after staff and counsel reviews.