Billboards:How to Prepare for an Inevitable Land Use

2015 PSATs Conference

Submitted by:David C. Onorato, Esquire

Jamie Dancer Kloin, EsquireHladik, Onorato & Federman, LLP

and

Scott ManciniMatt Outdoor

Sicklerville, New Jersey

and

Lisa MossieChairman, Board of Supervisors

Upper Providence Township, Pennsylvania

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Constitutional Challenges to Billboard Ordinances

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Step 1: Show that the Ordinance Excludes Billboards

De Jure Exclusion• The ordinance, as written,

excludes billboards.

• Example language: “No off-premises signs are permitted within the township.”

De Facto Exclusion• The ordinance, as applied,

excludes billboards.

• Example: Off-premises signs are permitted, but only at 5 square feet.

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Case Examples of Exclusions

• De Jure Exclusion• Appeal of Bartkowski Investment

Group• Norate v. Upper Moreland ZHB

• De Facto Exclusion• Township of Exeter v. ZHB of

Exeter• Smith v. Hanover

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Step 2: Municipality Salvaging Ordinance• To save its ordinance, the Municipality must show that

the regulation is for the:•Public health,• Safety,•Morality or •Welfare

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You need proofIt is not enough to simply allege that billboards are “offensive.”

Borough of Dickson City

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What’s wrong with a constitutional challenge?• Expense of Defense and Court Appeals• Loss of Municipal Staff and Resources• Court-Determined Relief• Chester County Outdoor

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Part 2: Industry Demands and Changing Technology

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Determining Billboard Sites/Locations• Zoning• Traffic Volume/DEC• Topography• Ingress/Egress• Supply v. Demand (Economics)• Municipal Prohibition

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General State Regulations

• State Agreements with FHWA under HBA• Zoning• Size of Advertising Face• Spacing Between Signs• CMDS Signs (Digital LED’s)• Variance of Regulations Between States

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Industry Standards & Common Practices• Common Billboard Sizes• Site Location• Commercial Electronic Changeable Message Signs (CECMS or LED’s)

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“New” Technology

• Characteristics• Lighting/Brightness• LED vs. Static as a “Product”

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Illustrations

LED, Day – Parting by Time

Between 6:00 AM to 11:00 AM

Between 11:00 AM to 3:00 PM

LED, Day – Parting by Variable

Temperature =/<45 degrees

Temperature >45 degrees,

<70 degrees

Temperature =/>70 degrees

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Billboards & Traffic Safety: Types of Studies

Professional/Academic• Virginia Tech Transportation

Institute (2007)• Tantala Associates (2011)

Government• Federal Highway Administration

(2012)

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Benefits to the Community1. Cost-Effective

2. Directional Advertising

3. LED’s - PSA’s, Weather Alerts, Community/Municipal Announcements

4. More Effective Compliance with the Law?

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Part 3: Challenges From a Municipal Perspective

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Evolution of Upper Providence Township Ordinance

• Ordinance addressing billboards was written circa 1999 in response to sign requests for the new high school sports field which has frontage on 422 and therefore desirable advertising space• Township did not want the

ball fields to become cluttered with advertisements

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Evolution of Upper Providence Township Ordinance

• Upper Providence Township defined where billboards would be acceptable in the Township• Office, Commercial, or Industrial

Use • 1,000 feet of continuous frontage

along 422• Must apply for conditional use

“Adequate evidence shall be provided to enable the Board of Supervisors to determine the additional signage is necessary to identify the use to the passing motorist and that the use would not be adequately visible without it.”

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Evolution of Upper Providence Township Ordinance

• M-2 Manufacturing and Industrial

Zoning

“Oaks Mills”

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Existing Billboards in Upper Providence Township

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Existing Billboards in Upper Providence Township

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Evolution of Upper Providence Township Ordinance

• IO, IO2 & IO3 Office Interchange• IO

Glaxo SmithKline• IO2

Providence Corporate Center• IO3

Providence Town CenterRetail shopping centerWegmans, Best Buy LA

Fitness

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Upper Providence Township Billboard Ordinance

• Height - < 40 Feet• Setback – Minimum of 15 feet from right-of-way• Distance Between Signs – 1,000 feet• May Front Only Certain Public Roads• Area – Not Greater than 300 square feet• No combination of signs at any single location can exceed 300 sf

combined• Exception: Can be a maximum of 400 sf and/or 45 ft in height if justified to

the satisfaction of the Board

• Distance from Interchange – 500 Feet or Greater

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Upper Providence TownshipMoving and Illuminated Sign

Ordinance• Signs That Move, Oscillate, Rotate, Vibrate, Shimmer Only Allowed in

M-2 Manufacturing & Industrial Zoning• Indirect Illumination• Light Fixtures with Proper Shielding• Restrictions on Neon Lighting• Limitations on Animation• Public Service Information Signs

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Working with Developers to get what you want

Example: Oaks Media• Township Events Advertised

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Working with Developers to get what you want

Example: Providence Corporate Center• Monument sign vs

billboard

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Part 4: Tips for Creating a Successful Ordinance

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The Municipalities Planning Code

Empowers municipalities to exact zoning ordinances to regulate billboards for the public’s health, safety, morals and welfare.

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Billboards Do Enjoy Some Legal Protection• They cannot be completely banned.• The Pennsylvania Constitution• Due Process• Local Right to Regulate• First Amendment

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Bases on Which Billboards May Be Restricted:• Size• Spacing• Height• District• Hours of Operation• Brightness• Special Exception• Catch-All

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Bases on Which Billboards May Not Be Regulated• Aesthetic Reasons Alone• Not Related to Police Power• Economic Infeasibility• Ban of Static/Digital• Land Development Not Required

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In Summary

A zoning authority can establish rigorous objective standards in its ordinance for size, placement, materials or coloration of signs to insure that their offensiveness is minimized as much as possible.

Thank You!

MATT OUTDOOR