Digital Signage Safety- Statistical Analysis of the Relationship between On-Premise Digital Signage and Traffic Safety

- Mike Prongue

I live, work and play on Florida’s Gulf Coast in the Gulf Breeze and Destin area. Not only are we blessed with great weather, and a great quality of life but we continue to experience these despite an abundance of LED signs. 

The world has not ended, dogs are not sleeping with cats, and we have not turned into “Tokyo at Night” or “Sin City”.  Life is better with attractive digital signs and colorful content rather than unreadable and dated old-school static displays and reader boards with missing letters.

Dentist offices have them. Insurance companies have them. Destin, FL a regional tourist destination has an abundance of LED signs on hotels, restaurants and water parks. Schools and churches have them as the rule and not the exception.

We have areas here where they are closely regulated- historical districts and scenic areas. But the acceptance of the LED sign in NW Florida is amazingly leading edge. Compare this LED-liberal mindset to Miami, FL (for example) and we seem to be light-years ahead.

Once concern that impacts the community’s acceptance of on-premise LED signs is- does LED signs impact traffic safety? Many a permit has been denied or a restrictive sign ordinance written by well-intentioned elected official because of this unfounded fear.

A post to the International Sign Association’s Facebook page, dated, January 9th, 2013, reads:

***

The first-ever research on how on-premise electronic signs (EMCs) impact traffic safety has been officially released! It confirms what we all already knew – that EMCs DON'T cause traffic accidents.

Great thanks to Texas A&M University and the Signage Foundation, Inc. for conducting this groundbreaking and valuable research. We’re already using it to educate local officials all over the country in order to help draft reasonable and beneficial sign codes.

See the research here:

http://www.thesignagefoundation.org/LinkClick.aspx?fileticket=oTRY407QzDU%3D&tabid=59 mid=501

***

Two previous LED sign industry safety research studies were completed in the last 12 years- one in 2001 and the second in 2009 with the results and conclusions somewhat disputed due to statistical methods and assumptions made within each study. This Texas A&M study report describes the flaws and limitations of the earlier studies if you are interested.

This new report is dated December  17, 2012 so it is contemporary, but it’s  also statistically vetted and draws positive conclusions.

The 41-page report boils down to the one line we all care about on page 35:

“Based on the analysis performed for this research effort, the authors are able to conclude that there is no statistically significant evidence that the installation of on-premise signs at the locations evaluated in this research led to an increase in crashes.”

I invite you to read the study, promote the study, and include this study in your arsenal to diffuse the fear and old-school mindsets that still limit the growth of our industry in some communities.

Happy Valentine’s Day- stay out of the candy!

These comments are humbly submitted by me, Mike Prongue, and do not reflect the views, opinions, hopes or dreams of anyone else, anywhere else and this includes Vantage LED. I appreciate your constructive opinion which may be sent to me at michael@vantageled.com.

Permitting LED Signs - Part 3: Research the Code Yourself

This post is a continuation of my Permitting LED Signs series. Part 1 can be viewed here and Part 2 here

In this post, I will focus on obtaining and researching the code yourself. This will take a bit longer than calling the city but it can allow you to learn things that the city planners may not know, or just not tell you. I have personally come across this multiple times, usually in larger cities where I had to correct the planner on the code and confirm the right information.


THE INITIAL STEPS
Google is a major resource when getting this done. Be sure to get all the information listed below before diving into the sign code. It will save time in the long run.

1. Determine your property’s Zoning District:
Many cities now have zoning maps online. They are not always up to date, but serve as a good guide. Find your city website and look for any link that has to do with Zoning or Planning. This will usually guide you to the zoning map. If you have trouble, you can always just google “zoning map” and “city name”, or call the city as detailed in Part 2. Most maps will have a Key, that will let you know your zoning code. (like GC for General Commercial, or R1 for Residential - Type 1).

2. Determine who regulates your sign code:
When you look at the zoning map, you may find that your property isn’t actually in the city boundaries. You will then need to contact the County and determine your Zoning District and get the sign code and regulations. Counties usually have a website too with this information.

3. Get your property “Plat Map”:
This is a map of your property lines and measurements. It can usually be found by calling your County Tax Assessor/Collector or going to the website and doing a “property search”. Many counties have a direct link to online mapping services (sometimes call GIS) that will allow you to search a live/updated property map.

OBTAIN THE SIGN CODE
You are now ready to get the sign code.The City or County websites will usually have a link in the Zoning, Development, or Land Use section. Search google for “Sign Code ‘city name’ “ or “ Municipal Code”.
There are also two very common code providers online. Both sites have many codes hosted and are used by many cities to host the code directly.
www.municode.com.
www.amlegal.com


LOCATE THE SPECIFIC SIGN CODE SECTION(S) IN THE MAIN CODE
Most codes have 3-5 main areas that deal with the sign code specifically:

• General Regulation.
• Rules Specific for Zoning Districts
• Rules Specific for “Special Districts” like historic areas or “downtown” areas.
• Prohibited Signs.
• Exemptions and Misc. Regulations.

Different cities organize these differently, some examples:

Example #1 Some may have a large General Regulation section, that covers every type of sign. It will only list “exceptions” to the main regulation for each zoning district. Each zoning district has its own “prohibited” signs section.

Example  #2 They might have a very small General Section but each zoning district has a full description of what is allowed, and what is not allowed. It also has a Special Exceptions section where certain entities are allowed different regulations. Typically this will apply to Churches and Schools.

Example #3 Some codes only include specific sign regulations for specific Zoning districts. Any districts not listed falls under the General Regulations.

READ THE CODE AND GET YOUR SPECIFIC REGULATIONS
I always start with the prohibited section. Sometimes this only applies to certain districts, but sometime it can apply to the entire city. Unfortunately some places do try to prohibit LED signs altogether. You can save time by reading this section first.

Read through the General Section, and your specific regulations for your zoning district. You are trying to answer the following questions:

• What types of signs are allowed?
• Common terms for general signage:
• Monument Signs: Low lying signs, usually with a wide base no visible pole or structure. Think neighborhood subdivision entrance sign.
• Pole Signs, or Pylon Signs: Signs on poles, usually higher up off the ground.
• Building or Roof Sign: Identification signs mounted to the building itself.
• Multi-Tenant Signs: Signs with multiple business advertised. Think strip mall, or shopping center.
• Common terms for LED signs:
• Electronic Message Center
• Electronic Changeable Copy Signs
• LED Message Center
• Electronic Marqee
• Scrolling Message Center
• Scrolling Sign

• Are there any specific restrictions to LED signs?
• This can be display time, animation, or brightness restrictions. Some cities require a “Special Use Agreement” that you must sign, agreeing to adhere to the restrictions.
• How is the allowable surface area calculated?
• This is usually done by the amount of street frontage your property has. This is the reason you have the “Plat Map” to get an official measurement of your street frontage. Typically this is something like: “...2 square ft allowed, per linear foot of street frontage, not to exceed 50 square feet...”
• What is counted as “sign” surface area, and what is counted as just “structure”?
• See my post in Part 2 regarding this. Signs vary greatly in shape size. How does your city measure oddly shaped signs?
• How high can the sign be?
• How many signs (of each type) can you have on the property?
• If you have more than one “street frontage” you are often allowed signs on each frontage.
• Where can the signs be located?
• How far back from the property line does the sign need to be?
• This is often called setback. It is usually in the General Section. If you can’t find it, ask the city planner.
• If LED signs are not allowed, is there a variance process?

Often, the code will reference other sections like: “...these signs are allowed per section 11.202.3, with the following restrictions...” This can be tedious, but stick to it and read through the sections.

Write down each section number and reference that pertains to your situation so you can quickly find the information later. The Copy and Paste functions on your computer can be very helpful with this. As you see a section that pertains to you, just copy and paste the section into a word doc, or email. This will help you greatly if you need to call the city to confirm something, or verify your information.

VERIFY WITH THE CITY/COUNTY
I recommend to always verify with the city planner. Write down any questions as you are reading, so you can be prepared when you call. Most planners are very nice and easy to talk to, but as I said in the previous posts, they MUST give you a specific reference in the code for any restrictions. It is not rude to ask nicely for these references, even if it sounds like the planner may not want to take the time to look it up. Make sure you are 100% comfortable with the answers, and your understanding of the code. Its worth the extra time to talk with them to make sure you are clear on everything.

Remember to always be polite. Arguing with a planner on how the code was made, or why it was written a certain way will not do you any good. Get the facts, and if you disagree with the regulations bring it up with the city council. If you feel that the planner isn’t very familiar with the sign code, politely ask to speak with someone who is.


Getting into the sign code itself can be a challenge but it is worth the extra effort to make sure you know the regulations for your property. Hopefully this series has provided good insight into the task, and can be a resource for a variety of people in a variety of situations.



* I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.

Permitting LED Signs - Part 2: Calling the Local Government

This post is a continuation of my Permitting LED Signs series. Part 1 can be viewed here.

In this post, I will focus on calling your local government. This is usually the best method to start with. You can still run into problems and mis-information but it can save some time and effort and get you pointed in the right direction.

(1) DETERMINE WHO REGULATES YOUR SIGN

In most cases either the City, or County will regulate the sign code for your property address. However, there are some areas where you may be located in the County, but the City still regulates the sign code. This is usually called an ETJ, or Extended Territorial Jurisdiction.

• Start with the City Planning Department. Every city will have an organization like this in some form or another. They are in charge of zoning, and land use regulations. Go to your city website and look for any links that have to do with Planning and/or Zoning. Most sites will also have a “General Information” line to call if you can’t find the direct number on the website. 
• Tell them you are interested in permitting an LED Sign, and need to know who governs the sign code for your address. If they do not govern the sign code, they should be able to tell you who does (usually the County) and give you a number for their planning dept.

(2) TALKING TO THE PLANNER (CITY OR COUNTY)

When you are talking to the planner, use the following guide and keep a pen handy to write down any important information:

• Determine your Zoning District and write it down for verification.
• Determine if LED signs are permissible in your district. If not, ask them to point out the specific reference in the sign code.
• Determine the restrictions required so you can make sure to design and purchase the right size LED sign.
• The planner may also have access to your property “Plat Drawing” information. This land drawing shows property lines and measurements. If they have it you can get the length of your street frontage. If not they should be able to refer you to someone who can.

(3) IF LED SIGNS ARE ALLOWED
If LED signs are allowed, there will be certain restrictions based on square footage, height, content, and display times.

• The permissibility, height and square footage are usually determined by the Zoning District of your property, then by the linear street frontage of your property line.
• Be sure to ask them what makes up the "allowable sign area" or "sign square footage". Signs are not always rectangles. They can incorporate many shapes, sizes, trim, pole covers, etc...You need to know how these are dealt with in the city code. Some examples are shown below:

This method only counts the actual signage with text.

This method includes the entire sign design and pole cover

• Remember,  the methods used will vary so make sure you know how your specific city/county determines sign area.

(4) IF LED SIGNS ARE NOT ALLOWED
Sometimes LED signs are specifically prohibited and sometimes they are prohibited by a general description -  I.E. “No signs shall be installed that change messages or color by electrical means...”

• Be sure to ask the planner to kindly to direct you to the specific ordinance text that forbids them. There are usually multiple references; write them down so you can verify later.
• Many areas have “special use” permits and/or a “Variance Review” process that can allow organizations with disadvantages or special needs to use signs that wouldn't be allowed otherwise. Be sure to ask the planner about these options and any required paperwork.

(5) ALWAYS VERIFY
Verify the information you receive, good or bad. Humans do make mistakes, and if you feel in any way that the planner isn’t familiar with the sign code, ask to talk to a supervisor and verify. Always be very polite.

Sometimes trying to contact the city government can look overwhelming on the surface, but usually all it takes is a quick call to the general information line to get you in touch with the right person. The people you need to speak to are almost always in the Zoning/Planning department.

My next post (Part 3) will be about researching and verifying the code and regulations yourself. This is usually a good idea, even if the city planner tells you the sign is permissible. Nobody wants to be in a situation where they’ve put down good money for a sign, only to find out that the planner gave you incorrect information.

-Scott Hofheins

* I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED Signs!

**All posts/thoughts/writings are strictly the viewpoint of me and me alone and do
not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc.
unless specifically stated.

Permitting LED Signs - Part 1: General Overview

I’ve been working on a lot of permit research lately, so I felt a concise guide to permits (if that is even possible with any regulation) would be a great resource for those who are interested in getting an LED sign, and even for those who are working in the industry and are looking for some tips.

LED Signs are a relatively new product, but they are becoming more common with businesses choosing to replacing manual copy boards, and billboard companies switching over to “Digital Billboards”. Technology evolves very quickly, unfortunately state and local regulations do not. This means it is often a challenge to determine if your sign is permissible. However, there are some fundamental tools you can use to get past the bureaucratic hurdles if you're willing to talk to the right people, and spend some time researching the actual code.

Because LED signs didn’t exist or were in their infancy when many sign codes were written, much of the regulation depends on different interpretations of what defines an LED sign in the existing code. Are they manual “changeable letter boards” or “flashing signs” like the old movie theater using light bulbs, or are they “lighted signs” that happen to be able to change the message regularly? Fortunately many local governments are now revising the codes to include specifics on LED signs but there are many who are still use outdated sign code.

Additionally, there is no standard term for LED Signs in the industry. They have been called Electronic Message Centers, LED Displays, LED Signs, LED Message Centers, LED Reader Boards, Electronic Reader Boards, Digital Reader Boards, and host of other combinations. This can make it hard when searching through the city code, even when it’s available online.

Another factor is the distinction between billboards (Off-Site Advertising), and regular business signage (On-Site Advertising). The code that governs each varies greatly in most cities and counties. This series of articles will focus on regular business signage, but can still be useful for those researching Digital Billboard permits.

There are (4) major steps that need to be taken when researching. I will go more into the details in the next series of articles, but a general guide is below:


1. Find out your zoning district.

Every city/county has Zoning Districts that have their own rules on signage. Business “districts” will usually allow more signage options, while residential districts usually restrict signage all together, unless your are a school, church, or charitable organization.

Call or go to your City/County website and look for a “Zoning Map”. Usually available in the Planning, Zoning, or Land Use areas of the website. A google search for “city name” zoning map often provides good results.


2. Get your property line locations and measurements.

Many sign codes base the allowable size of your sign on the length of your property line “street frontage” and require a certain setback from the property line for installation.

You may already have a survey or “Plat map” of your property. If not, these records are kept by your county property tax assessors office. Most offices have a website where you can search a property address. The results will usually have a link to an online version of the “Plat map”. You can always call the assessor's office directly if you have any problems.

3. Review your sign code.

Many cities post there sign code online. Some host it locally, others use websites like www.municode.com or www.amlegal.com

Researching sign code can be a challenging task. Keep the following points in mind when reading through the code.

• Sign code is usually in the Zoning, Planning, Development, or Land Use section of the main city code.
• If the code is in electronic form it is usually searchable. Searching for Sign, or Signage will usually point you to the correct section.
• Most code presents the overall code first, then prohibited signs, then specific restrictions for each Zoning District. It’s always a good thing to look in the prohibited section first, to save you some time.
• There is usually a “Definitions” section in the code. If the code says “flashing signs are prohibited” you will want to look into the definitions section to determine if LED signs are considered in this group. If not, they may have a separate definition for LED signs. (see my comment on “terms” earlier in this article).

4. Verify
You can always call the city directly. Ask to speak with a city planner and let them know you are researching the permissibility of an LED sign on your property. Remember that anything the planner says about the restrictions must be backed up by a specific part of the code. You have the right to politely ask them for the code reference for any restriction they mention. Planners are also human and can make mistakes. Verify the information you receive, and if you feel like the planner is not familiar with the sign code, ask to speak to someone who is. Always be VERY polite.


I will go into more details on calling the city and researching the code yourself in Part 2 of this series. Hopefully this will be helpful to those that might be afraid to jump into the code themselves or are stuck in the process somewhere, looking for a solution.


-Scott Hofheins


* I welcome ALL constructive comments. Please feel free to comment and add anything I’ve missed, or additional tips you may have regarding this topic. Please visit www.vantageled.com for many other resources, white papers, and of course: Great looking LED signs!

** All posts/thoughts/writings are strictly the viewpoint of me and me alone and do not reflect nor speak for Vantage LED’s beliefs, attitudes, thoughts, etc. unless specifically stated.