LED & Video Display Signs: The Next Frontier for Sign Codes

1. LED & Video Display Signs: TheNext Frontier for Sign Codes Marya Morris, AICP April 25, 2009

2. Electronic / Digital Sign Types and Technologies

3. Old School Changeable Copy

4. Electronic Message Centers Static Animated Intermittent

5. Tri-Vision & Electronic Static Display Tri-Vision Static Displays

6. Video LED Billboards

7. Video LED Billboards

8. Digital/Programmable Ink

9. 1978: Highway Beautification Act co-opted by billboard industry to require cash payment for billboard removal. 2007: FHwA further circumvented the law by allowing digital billboards along federal highways pending a current study

10. They are Supposed to Distract Drivers Model: AlphaEclipse Excite 35mm The AlphaEclipse Excite 35 is designed to provide the ultimate outdoor advertising experience. The 35mm pitch produces a dominant, outdoor full color, full motion LED digital sign for higher speed roads around town, for highly elevated locations, or for highway installations that cannot be ignored.

11. Research on Electronic/Video Signs and Traffic Safety

12. Research Summary • Smiley, Univ. of Toronto (2001) • Video signs in direct line of sight are very distracting • Wallace (2003) • Signs can distract drivers even if they are watching the road; billboards are distracting in both cluttered and uncluttered areas; exact reason for driver distraction usually goes unreported. • Beijer & Smiley, University of Toronto (2004) • Drivers make twice as many and longer glances at video signs • Texas Transportation Institute (2005) • Flashing messages are more distracting, less comprehensible, and require more reading time • WisDOT/CTC (2006) • Visually complex locations, e.g., intersections, compound the distraction problem

13. Research Summary continued Non-peer-reviewed, billboard industry funded studies that have been debunked: Tantala, Albert Martin Sr., and Michael Walter Tantala, Tantala Associates. 2007. “A Study of the Relationship between Digital Billboards and Traffic Safety in Cuyahoga County, Ohio.” July 7. Lee, Suzanne E. et al. 2007. “Driving Performance and Digital Billboards: Final Report.” Virginia Tech Transportation Institute Center for Automotive Safety Research. March 22. Both studies were paid for by the Foundation for Outdoor Advertising Research and Education.

14. Driver Distraction #1 Cause of Crashes Source: National Highway Traffic Safety Administration, 2001; 2006.

15. Specific Distraction: % of Drivers

16. Zeigarnik Effect Potential effects of video signs and EMCs on drivers: • Scrolling messages require viewers to concentrate; how long depends on size, resolution, length of the message • Sequences of images or messages that tell a story may capture driver’s attention for the duration. • Anticipation of a new image appearing may distract driver, who feels compelled to wait for the change. Source: G. Wachtel, The Veridian Group, “Video Signs in Seattle – Final Report.” 2001.

17. Rationale for Stringent Regulations • Basic zoning police power: Protect the public health, safety, morals and general welfare • Health and safety = safe streets, safe driving • Morals = prohibit public display of obscene or offensive language/images or illegal activity • General welfare = community appearance, aesthetics, economics, and property values • Practical objective: Address cumulative impacts of a proliferation of digital signs

18. Sign type Definitions Zoning districts Placement & orientation Distance from R districts, schools Height Sign area Illumination method Sign Code Standards Universal to All Sign Types Credit: Scenic America

19. Sign Code Standards Specific to Video/EMC Signs • Color • EMCs use amber • video uses ≥ 16 million • Text limit (rarely applied) • Number of words, objects • Brightness • E.g., 5000 nits daylight; 500 at night • Movement • Prohibit flashing, strobing, racing • Setbacks • From ROW, lot line, R districts

20. Operation mode Static display with lengthy minimum duration Simulated animation (lower tech EMCs) Video display Spacing Minimum separation from similar signs Duration Minimum in seconds, hours, days Maximum in seconds for a video “story” One image transition during time sign visible to driver traveling at the operational speed. Audio or pyrotechnics Don’t even think about it Sign Code Standards Specific to Video/EMC Signs

21. Code Amendment Checklist • Add a list of findings to the ordinance • Prohibit this sign type entirely, OR limit them to major commercial districts • Limit size; LED portion of on-premise sign face • Control placement, orientation, and spacing • Limit flashing, animation, or video action • Impose minimum & maximum duration of message • Require dimmer control, cap allowable brightness • “Cap and Trade”

22. Signs have a direct impact on and relationship to the image of the community The location, maintenance, manner of installation of signs affects the public health, safety, welfare and aesthetics of the community Businesses and institutions need visibility The safety of motorists, cyclists, pedestrians is affected by signs that divert the attention of drivers Uncontrolled and unlimited signs adversely impact the image and aesthetic attractiveness of the community and thereby undermine economic value and growth Noncommercial opinions must be allowed in any zoning district, subject to reasonable restrictions on size, height, location and number Examples of Findings