The Beech Grove Board of Zoning Appeals voted unanimously Tuesday to approve a variance allowing OUTFRONT Media to convert a static Beech Grove billboard at 5555 Elmwood Ave. into a digital sign, despite Marion County staff recommendations to deny the request.
Alan Townsend, an attorney representing OUTFRONT Media, told the board the proposed change would upgrade the existing 41-year-old billboard without altering its height, location, or dimensions.
“All we would be doing was be replacing what’s up on the head of the sign, replacing kind of the cages that are up there that hold that advertising material now with digital screens on both sides,” Townsend said.
The digital sign will rotate ads every eight seconds, Townsend explained, adding that the technology adjusts brightness at night and includes cybersecurity features to go black in case of a power outage or tampering.
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Shelly Bergeron, a representative of OUTFRONT Media, also emphasized the company’s willingness to work with city schools to provide free public service messaging on the Beech Grove billboard.
“If I have a point of contact with the school system or your government… we can [even] help you come up with that artwork,” she said. “Or if you already have someone [to do so]… we can get it resized to fit our needs.”
Marion County staff, however, urged denial, citing safety and zoning concerns. An Indianapolis ordinance requires a 10-second interval between ads.
“Our ordinance does typically disallow full digital signage on billboards… based on the public safety concerns of potentially distracted motorists moving at high rates of speed,” the staff member said. “It stands to reason that if distractions were to be caused by these billboards, that quicker message changes would result in higher levels of motorist distraction.”
Despite those objections, the board moved forward with approval, including a list of several commitments:
- The digital billboard shall contain no content that moves appears to move flashes, swirls, twirls, scrolls, or in any manner imitates movement of text, background or any feature of the display
- The digital billboard will change virtual virtually instantaneously from one static image to another condition.
- The digital billboard screen will display messages for at least 8 seconds.
- The digital billboard shall not attempt or appear to attempt to regulate, warn or direct the movement of traffic or the interferes with imitating or resemble an official traffic sign, signal or device commitment.
- The digital billboard shall possess and utilize a light sensing device with automatic dimming capabilities to adjust the brightness of the display so that the maximum luminescence level is not more than 0.3 foot candles above ambient light movement.
- In the event of a malfunction in the proper operation of the digital billboard, the screen shall either be frozen in a dark blink or static position or must completely shut off within 12 hours of when outdoor being advised of or obtaining knowledge of the malfunction.
- The digital billboard shall also periodically display noncommercial messages from the city.
- OUTFRONT will work with the city to provide art if needed.
The motion to approve passed unanimously among the three present board members.