Billboard advertising may soon face tighter laws

The tug of war between the outdoor advertising industry and a local group seeking to limit billboard advertising waged on at the Nov. 26 City Council meeting.

There is already a city-wide administrative delay prohibiting construction of new billboards, and City Council voted unanimously to extend the delay for another 180 days. The delay would have expired Dec. 8.

Kent Ayers, vice president and general manager of Lamar Advertising, spoke on behalf of the outdoor advertising industry. Ayers said 672 square feet is the typical sign size on interstates and expressways, and 378 square feet is recommended on other roads.

The new stipulations proposed call for a 350-square-foot maximum on billboard size and a minimum distance of 2,500 feet between signs. The maximum height would be 20 feet.

Current regulations allow billboards to be as little as 300 feet apart on local roads and only 500 feet apart on expressways.

"I am for the administrative delay," because the current regulations are not sufficient, Ayers told council before the vote was taken. "They need to be reviewed and tightened." But he asked that it be done in as fair a manner as possible.

"Some people see outdoor advertising as a blight in the community," he added. "I see it as a highly cost-effective means of advertising." Ayers said it is especially valuable to small and new businesses, as well as nonprofit organizations like the Springfield schools, Court Appointed Special Advocates, Southwest Missouri State University and Drury University. "While aesthetics are important, I ask you not to make it the only judge," he said.

Gene Lynch, a former Yellow Cab driver, provided a different perspective: "People out of town see it as a blight on the city," he said. Lynch told council he has heard many negative comments from airport travelers when driving them through the city.

James River, Glenstone

In other action, council voted unanimously to allow City Manager Tom Finnie to sign a letter of commitment with the Missouri Transportation Fi-nance Corporation for a $4 million loan to be used for future modifications at the James River Freeway and Glenstone interchange.

According to the ordinance, the city will enter into a cost participation agreement with the Missouri Highways and Transportation Commission to acquire the new land and complete the construction.

"The time to buy the land is now, while it is still vacant," Finnie said. He added that the intersection is near or at its capacity right now and needs improvements. The city would contribute half the cost of the land and the state would acquire it.

I-44 and Highway 65

Council heard a first reading bill that would rezone 170 acres in the northeast quadrant of Interstate 44 and Highway 65, which has been set aside as the site for the proposed Legacy of Flight museum.

The land is now zoned as a county plot assignment district and would be changed to a planned development district to allow retail use and the construction of the museum.

The museum would be on 40 acres, and the rest of the land could be used for "things that would complement the Legacy operation," said Geoffrey Butler, of Butler, Rosenbury and Partners, representing the applicant.

He said plans also include a new road through the property Legacy of Flight Boulevard.

City's health care plan

Also heard as a first reading bill was a general ordinance that would establish new contribution rates to the city's health care plan and amend certain provisions of the plan relating to plan benefits and coverage of employees.

The city's budget would be amended in the amount of $413,000, and the new terms would go in effect Jan. 1. Finnie said the changes are in direct relation to the recent rise in health care costs.

Second readings

Council approved a special ordinance authorizing Finnie to accept an $800,000 grant from the Missouri Department of Transportation for the city's Department of Aviation. The funds will purchase ap-proximately 80 acres of land as part of a general aviation airport that the department plans to construct in Ozark.

The total cost of the land was $1,235,875. The remaining $435,875 is to be paid by airport matching funds.