Horace council tables request for 35‑foot digital billboard after planning commission, residents raise design concerns

Horace City Council on Monday heard a public hearing and extended discussion over a proposed 35‑foot, v‑shaped digital sign at 888 Main Avenue. Applicant Chris Gillebelle said the board would not cost the city money and offered to make the display available for city announcements and emergency alerts at no charge, but the city’s planning staff and the Planning and Zoning Commission recommended denial.

"This will not cost the city any money," the applicant told council as he explained his proposal to generate revenue for property improvements while offering free city use. Planning staff summarized the commission’s finding that the sign at the proposed scale runs counter to the Old Town corridor protection overlay and the intent for pedestrian‑scale, high‑quality downtown development. The staff report noted the commission voted 4–0 to recommend denial.

Technical presenters for the applicant explained modern billboards dim automatically at night and can be designed to reduce off‑axis brightness. "They automatically dim," a signage consultant said, describing sensors and fail‑safe day‑parting functions. Despite those assurances, councilmembers raised concerns about light pollution, the sign’s visual fit with Old Town, and the risk of setting a precedent that would invite similar requests along the corridor.

After discussion, the council voted to table the variance request and directed the applicant to work with city staff and meet again with planning and zoning before the item returns. Councilmembers said they were open to a design that better matches Old Town standards and suggested exploring a smaller sign size or different materials and setbacks to reduce visual impact.

Next steps: the applicant will work with staff to produce alternative design and sizing options, and the mayor will invite a planning and zoning representative to the next meeting when the item returns to council.