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Sheldon board denies size variance for digital billboard proposed at 2607 Park Street
Summary
The planning board denied a requested variance to exceed the 100-square-foot sign-size limit for a digital billboard proposed at 2607 Park Street, citing corridor aesthetics, safety concerns, and adherence to the city’s sign code; the applicant argued larger signs improve legibility at greater distances.
The Sheldon Planning & Zoning Board voted to deny a request for a size variance for a digital billboard proposed at 2607 Park Street, with board members citing the 100-square-foot sign-size standard and concern about visual distractions along the corridor.
Applicant Eric (recorded as Eric vanders scaff) argued the proposed 12-by-12 sign would be more readable from a greater distance than an existing 8-by-8 sign and said the company’s goal was to help businesses communicate clearly. He noted the existing billboard the company installed measured 8-by-8 and that earlier exceptions were granted primarily because of highway frontage. "It's too small... an 8 by 8 sign from 55 ft away is a little hard to read," he said, urging the board to consider readability.
Board members responded that the city’s sign code was intended to limit large billboards within city corridors and one member said, "I don't want a distraction out there... I don't like it." Another member referenced a DOT study noting billboards are not a distraction, while also noting study authors are not driving those roads. After discussion a motion to deny the variance was made and carried on roll call.
The applicant will remain subject to the existing sign-code size limits and may pursue other locations, designs or code amendments if desired.
