Electronic Business Signs Approved for Rt. 140 in Westminster

City Council members Monday unanimously approved an amended signage code that will allow businesses within the Westminster city limits to use electronic signage along Rt. 140. 

Interim Director of Planning Steve Horn said that after months of working on tweaking the code, he believes it is something the city can be proud of.

"We had extensive input from the planning commission and a few of the local sign companies," Horn said.  "I believe that what the commission has put together satisfies our intent to create an opportunity for local businesses along Rt. 140 to take advantage of this type of technology."

The current code prohibits this kind of emerging sign technology Horn said.

A public hearing was held at the previous city council meeting so that the public could weigh in on the new signage code.

At the public hearing, Horn said that the purpose of the new code amendment is primarily to recognize evolving technology in the industry for digital/electronic signage.

"Part of approach here is to come up with ways to allow these signs to be used in the city of Westminster but only within certain zoning districts," Horn said. "The point of limiting (to certain zoning districts) is to focus future signage of this type along Rt. 140, the commercial corridor."

Horn added that the intent in the language of the code is to try to lower the profile of signs in these districts to make them more consistent with other signs in the district, but also to promote more attractive signs.

Businesses are encouraged to use monument-type sign structures which Horn describes as "typically shorter, and incorporate design elements of the building/business being advertised (including similar materials, facades, lighting, etc. as those used on the main building)."

The code allows a change in message once every 30 seconds and requires instant message changes--no transitional graphic displays to the next message. Additionally, the signs can only contain text and/or a corporate logo of a product sold by the sign owners business, Horn said.

Ben Barr from Watchfire Signs, a digital sign manufacturer, said he attended the public hearing to applaud the planning department for its work in creating the ordinance.

"I'd like to thank the planning department for doing a great job and working with some folks who have a lot of knowledge," Barr said. "Taking a proactive approach for your town has really spurred interested in our organization because there are not enough people out there who are being proactive in considering signage."

Council member Robert Wack said that he was pleased to hear positive feedback from sign companies and local businesses.

"We really struggled ... trying to find a balance between creating an opportunity for businesses but at the same time trying to preserve a certain character in the Westminster area," Wack said. "New technology is a challenge; it can drastically alter the environment and perception of the environment."