A sign of the times?

Electronic reader board signs: A public nuisance? Burnsville City Council Member Dan Kealey says “no,” but his council counterpart Mary Sherry says “yes.” 

That sums up the Burnsville City Council debate over proposed changes to the sign ordinance as it relates to what’s known as changeable copy signs.

Earlier, Sherry herself advocated for a review and revision of the city’s sign ordinances, but she admits to getting more than she bargained for after the council gave their approval on two sign-related issues during the Tuesday night meeting.

“I’ve opened up a can of worms here,” she said.

At issue was just how long a message on a reader board should stay static. Burnsville’s policy has allowed for changes every 60 seconds. Some communities, like Lakeville and Apple Valley, don’t allow the boards at all. Others allow more frequent changes, such as 10 seconds in Prior Lake.

Both the Burnsville Planning Commission and the Economic Development Commission recommended that the city should maintain its current policy allowing the signs to change at a 60 second interval. It's a position that Kealey did not agree with.

“Why would anyone have a problem reducing the 60 seconds? I can only come up with driver distraction,” he said.

Kealey wanted to know if there was any evidence showing an increase in accident rates in areas where the signs are located. He proposed changing the rate to 15 seconds, arguing that such signs would provide better visibility for businesses.

The council isn’t concerned that the business area along County Road 42 will turn into the Las Vegas strip, replete with flashing animation, but Sherry cautioned that as more signs try to attract eyes, the city might lose visual appeal.

“If I had my druthers, I wouldn’t allow them,” she said. “I think today’s reader board is tomorrow’s billboard, and we don’t allow billboards. There’s an aesthetic component to this.”

Mayor Elizabeth Kautz proposed a compromise of 30 seconds, with council review next year and a possible move to 15 seconds.

The measure was approved. Sherry was the only dissenting vote.

The discussion of signage moved on to a proposal from Best Buy, which plans to relocate in the old Circuit City location along I-35E and CR42. The company's request calls for a new pylon sign and a building sign about 100 square feet larger than ordinance allows.

After a 2-2 vote, the Planning Commission recommended that the Council deny the request. However, Best Buy found support from Kealey and Dan Gustafson, who pointed out that the signs might be necessary to guide customers to the business. Access to that particular location can be hard to find, they said.

Ultimately, the Council approved the new signage. Once again, Sherry voted no, the lone voice of dissent.