City board allows electronic sign

Home specials will continue to flash on an electronic sign at a real estate office at Honeysuckle and Main, but messages will burn a little dimmer in the future.

Hugh Wheelless received a variance from the Dothan Board of Zoning Adjustment Wednesday to keep the sign at ReMax Realty at 2881 W. Main St., after agreeing to lessen the brightness to reduce glare to motorists.

Messages can continue flashing for eight seconds, even though the city had asked that it be changed to every 15 seconds to reduce motorist distraction.
“Most of the people who read that sign are not those driving by, but they are people sitting at that traffic light,” Wheelless said.

The developer received a letter from the city in June which said the sign did not comply with city code. The reason cited was because it has an electronic display and is erected in front of the minimum building line of the property.

Wheelless was told to get in compliance or get a variance.Moving the sign would cost him $5,000, he said.

During discussions, Wheelless objected to the sign being declared illegal after it had been on site for two years. He also pointed to a nearby electronic billboard, owned by Durden Outdoor Signs, saying it burned brighter and the messages flash for seven seconds.

“It is kind of bizarre telling me to go 15 seconds when I am standing under a billboard flashing every seven seconds,” Wheelless said after it was approved on a 6-1 vote with BZA member Benton Harrison opposing.

“When the sign went up, the application did not note on there if it was electronic or otherwise. We got a permit, put the sign up and they discover two years later it is illegal?”

The time frame on each change on the sign is not in the city’s sign ordinance, but is a recommendation based upon a federal safety study cited. Wheelless quoted another study that disputed the city’s.

“We do not want to have quickly turning messages, as it creates a distraction,” Planning Director Todd McDonald said. “And this has been in every sign application the last couple of years.”

City planner Dawn Wrinn did not recommend the variance. “If you reduce the time it will be in conflict (with other signs) and set a precedent to all similar signs.”
Officials said the Durden billboard did not come before the BZA. “There is not a requirement for digital billboards, but it is a requirement for on-premise signs,” Wrinn said.

The sign itself cost $30,800, according to the sign permit application.