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Council approves replacement billboard with sightline LED tech despite staff objections
Summary
Adams Outdoor Advertising won approval for a conditional‑use permit to replace a removed billboard at 1440 Battlefield Boulevard; applicant agreed to make the face toward a neighboring hotel non‑LED and to use directional 'sightline' LED technology to limit visibility to other adjacent properties; staff had recommended denial citing gateway policy concerns.
The City Council approved a conditional‑use permit on April 21 for Adams Outdoor Advertising to install a replacement billboard at 1440 Battlefield Boulevard after staff recommended denial.
Steve Romine, representing Adams Outdoor, said the location meets the new ordinance provisions allowing replacement of involuntarily removed billboards with council discretion on modifications. Romine said Adams agreed to limit LED functionality: the south‑facing side toward an adjacent hotel will be static (non‑LED) while the north‑facing billboard will employ directional 'sightline' LED technology designed to focus light toward Battlefield Boulevard and reduce uplight and side visibility to nearby residences and the hotel.
Greg Clark of Media Resources explained the sightline technology and said site analysis and louvers can reduce uplighting and block light beyond roughly 27 degrees from centerline so adjacent apartments and a hotel will not see the LED face. Romine said Adams also committed space on the sign for public‑service announcements and that most ad revenue for the company comes from local businesses.
Planning staff maintained their recommendation for denial, saying the sign is incompatible with a gateway area and would add to sign proliferation, but council members who supported the application called the compromise reasonable and noted the new ordinance allows one‑for‑one replacement. The motion to approve the revised stipulations passed 5–3.
The approval includes revised stipulations dated March 24 limiting LED use on the south face and requiring sightline analysis and other conditions recommended in the staff report.
