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Adams Outdoor pitches digital billboard swap: council asks for more details on site, brightness and ads
Summary
Adams Outdoor proposed replacing a downtown static poster with a new back-to-back digital sign at a city-owned site, offering payment options (up to $50,000/year or a one-time easement) and five yearly city advertising slots; council requested additional examples, addresses and clarification on brightness and proximity to apartments.
Adams Outdoor representatives presented a lease-and-swap proposal to the Stoughton City Council to replace a static downtown poster with a larger digital, back-to-back billboard on city-owned property near the Oak Opening Drive retention pond. The company offered three financial structures: a $50,000 annual lease if the sign is in service before Oct. 31, a $25,000 annual lease if placed after that date, or a one-time easement payment of $500,000 (reduced to $250,000 after Oct. 31) for a 20-year term.
Jack Russell, Adams Outdoor's real-estate manager, said the city would receive five annual advertising spots for city use and that the network would provide free emergency messaging, PSAs and Amber alerts. Jim (WashFire), who answered technical questions, said the display would have a daytime brightness of 7,500 nits and would dim to about 300 nits at night with an automatic dimming system. Alders asked for example addresses of comparable signs, lighting/photometric details and potential distance from the 51 North apartment complex; staff said they would work with Adams to move the sign away from multifamily housing and provide examples and sample creatives.
No council action was taken; the matter will return for further review and possibly a closed-session discussion on lease negotiation later in the meeting.
