No LED billboards in Des Plaines

Des Plaines residents won't see digital billboards popping up along the two bordering tollways anytime soon.

The city's legal and licensing committee last week shot down an idea to craft a policy allowing LED boards along Interstate 90 and Interstate 94, pointing to the city's hostile history with billboards, and the zero revenue the city would make from the signs.

"I don't really see much benefit to the municipal government at all," said Ald. Matt Bogusz, who added residents near static billboards might be upset if the signs changed to digital. "I'm not certain that it's the right thing for the city."

Des Plaines restricts LED billboards, which were first proposed in the city in 2007, said City Attorney Dave Wiltse.

At that time, the northwest suburb was embroiled in a federal lawsuit with Covenant Media, which claimed the city's billboard ordinance was unconstitutional, partially because of the $15,000 licensing fee. As a result, the city dropped the fee, took away the city manager's right to negotiate the contracts, and no longer requires a council vote on permits. Des Plaines ultimately won the case.

Since then, the city has allowed new styles and sizes for digital signs, starting with a whole new zoning district for the Rivers Casino.

The City Council recently approved a text amendment to allow a small-size LED board at an office park, provided the sign is used for on-site advertising and limited city messages. Aldermen also in December gave their blessing for businesses to build larger and brighter electronic message signs, pending variance approval.

"It seems appropriate at this time that if the city is going to embrace or at least look at…the issue of LED billboards, this would be a time to bring that forward," Wiltse said.

Besides one-time permit fees, the city could not make any money from the signs unless it owns the property, Wiltse added. He said light intensity can also be altered during the day.

During the discussion, Ald. Dick Sayad said he had mixed feelings about the idea and wondered if digital billboards might be a distraction for drivers. Ald. Jim Brookman agreed, adding the city has existing billboards that are almost in residents' backyards near River Road and Touhy Avenue.

"Having a sign like this with a changing message…they're already extremely upset (billboards are) there at all," Brookman said.

John Vebber, a real estate manager for Clear Channel Outdoors, said his company would support stringent regulations for the digital signs. He added the messages change about every 10 seconds.

"Frankly, the Amber Alerts and the public messaging and the weather messaging..they've proven to be very beneficial for all the communities we've worked in," Vebber said.

Ald. Mike Charewicz said he wanted to go ahead with the digital signs and said the city should check if Des Plaines Park District and Des Plaines Theatre events could be advertised on the boards. He asked if the city could legally put an expiration on permits, which may be another revenue stream for the city.