The East Deer Zoning Hearing Board said it expects to make a final decision on the legality of four proposed electronic billboards by June.
The announcement came after hours of testimony Tuesday night before a packed room of about 50 people in the township building.
America First Enterprises, doing business as Oliver Outdoor, wants to erect the two-sided electronic billboards at four locations in the township, one on Bellview Street and three on Freeport Road.
Township officials, residents and billboard experts testified that they fear the electronic signs, two of which would be 14 feet by 48 feet, would be detrimental for health, property values and other reasons.
Company officials and experts testifying on their behalf denied the accusations and said local businesses and nonprofits that would advertise on the signs would benefit.
Both sides had lighting experts testify, with each differing on whether the signs’ illumination would be harmful or benign.
“The billboards would be injurious to the health, welfare and safety of the residents,” township Commissioner Anthony Taliani testified.
Taliani also testified there are issues with the company’s documentation. He said there are multiple measurement discrepancies on the billboards’ size made by Oliver Outdoor on its building permit applications compared to zoning documents, as well as the billboards’ costs. One figure given was more than $430,000.
“At the very least, they should need to reapply … though the outcome would be obvious as far as we are concerned,” Taliani said.
Many East Deer residents oppose the billboards. Bellview Street is zoned as a residential area.
Matthew Pitsch is a civil engineer who lives on Bellview Street. According to Pitsch, the proposed billboard would be less than 40 yards from his home. Pitsch cited a study from Carnegie Mellon University referencing the adverse mental health impacts of light pollution and light “trespassing.”
Pitsch also spoke of the possible distractions that the constantly changing ads might cause for drivers.
Testimony for the company noted that the average display time for an image on electronic billboards is 7.5 seconds, and for Oliver, their images typically display for 5 seconds.
“Any distraction would add to the danger of the area,” Pitsch said, noting a fatal crash that happened last August behind his house, referring to Route 28 and its Exit 13 off-ramp.
The billboards would be elevated to 57 feet so they could been seen by traffic on Route 28.
Resident Blaze Tatananni brought up the possibility of natural disasters, including tornadoes.
“You can’t move the billboard if it is in the way of a tornado,” he said. “… Once these things are up, they stay.”
Oliver Outdoor, represented by attorney Maureen Sweeney, emphasized that the billboards would specifically help small, locally owned businesses.
“These billboards would bring opportunities to the local communities to get messages out for free, to support local fire departments, local businesses and community events, whether it is an Easter egg hunt or an event announcing that little Johnny caught a big trout,” said Jaymie Oliver, owner of Oliver Outdoor.
“We want to support the most basic things, like a birthday or anniversary in the community that doesn’t really have a voice,” he said.
Oliver, the father of five children, said the company only accepts advertising or messages that his children would be proud to see.
“We want to help police departments recruit. As an eight-year Air Force veteran, I am very passionate about supporting our veterans in the community and how we can help build awareness about emergencies, fires and fire prevention. We want to help more than anything … we are all in with the community,” Oliver said.
Dave Demko from Scenic Pittsburgh testified on behalf of the township, saying that billboards promote blight, and the economic value of a town decreases in correlation with the presence of billboards.
He also pointed out that billboards cause distracted driving and interrupt the natural aesthetic of a neighborhood. “It is my recommendation that billboards not be placed in a residential area,” he said.
Michael Mallon of Watchfire Digital Outdoor, who testified on behalf of Oliver Outdoor, countered many of the points made by Demko.
In regard to light pollution, he said, “Our goal is not to overwhelm people with brightness or something unappealing.
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“The light intensity of a billboard also decreases as you move from different angles,” Mallon said.
John Tobias, an electrical engineer, testified for the company that after the signage is installed, there would be no detectable difference in ambient light.
This is the second time the zoning hearing board has had the issue before it. The case was sent back to the zoning hearing board by Allegheny County Judge Mary C. McGinley to challenge claims brought by Oliver Outdoor.
After Tuesday’s hearing, the board went into executive session. They will hold a vote at a later date after reviewing the meeting transcript and other information to be submitted by the township and Oliver Outdoor.
“Our side put on a pretty good argument. I really can’t tell what the outcome will be. I am always hopeful, but also realistic,” said township Commissioner Edward Kissel.