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Board approves variance for 48x14 digital billboard on I‑55 after extended debate
Summary
After hours of discussion about traffic safety, aesthetics and precedent, the Southaven Board of Aldermen approved a variance allowing a roughly 48-by-14 digital billboard (40 ft structure) on a C3 parcel along I‑55, citing access hardships; the vote was 6–1.
The Southaven Board of Aldermen approved a variance request that will allow a 48-by-14 digital billboard with a 40-foot structure on an underutilized C3 parcel facing Interstate 55.
Planning staff presented the application by Hal Krenshaw and recommended approval, saying the parcel suffers from limited, indirect access, wetland constraints and multiple jurisdictional boundaries that have left it “underachieving.” Whitney Cook, the city planner, told the board staff believes “allowing a larger sign would enhance the property's visibility, improve wayfinding for customers, and increase overall marketability of the property.” The recommendation noted the owner also offered deed restrictions voluntarily to prohibit sales of tobacco and cannabis products on the property.
Board members debated the request for more than an hour. Alderman Flores said he was concerned about driver distraction on I‑55 and described the corridor as “one of our most congested areas,” adding, “the last thing we wanted to do with all the wrecks we have over here is have something distracting people.” Other members, including the mayor and several aldermen, agreed the parcel has a marketability problem tied to access and environmental constraints and that a carefully regulated sign could help recruit tenants or generate revenue to offset the site’s limitations.
Several aldermen urged conditions to limit precedent and preserve safety. One proposal discussed during debate was to require design-review approval and to consider linear-distance spacing in any future ordinance change, so that additional signs would not cluster along the interstate. Board members also emphasized administrative controls for maintenance and technology updates, saying the city would retain authority to deactivate or remove the sign if safety or maintenance problems arise.
After discussion the board voted to approve the variance. The roll call produced one dissent from Alderman Jerome; the motion carried, 6–1. The planning staff will return with a design-review package and construction details for administrative or board review as required.
The board’s vote means the applicant may proceed with permit-level design and construction reviews; any final placement, foundation design and aesthetic materials will be reviewed through the city's sign permit and design-review processes.
