Conditional use approval helps cause for digital billboard in Monroeville

A billboard with rotating digital images may be coming to Business Route 22 in Monroeville.

On Dec. 12, municipal council voted 3-2 to grant a request by Wolfgate Devco LLC for a conditional use as permitted in a municipal C-2 commercial district, paving the way for what is proposed as a 150-square-foot billboard. Before it can be placed, the company must receive further approval from the state Department of Transportation.

Voting in favor of the measure were council members Joseph Hyzy, Eric Poach and Steven Wolfram, and opposing were Bob Stevenson and Bob Williams. Members Mike Adams and Dennis Biondo were not present at the meeting.

In August, the Monroeville Planning Commission voted to recommend council deny the request, citing concerns that the billboard would obstruct other signs. Its location — on a tiny, long-vacant parcel about halfway between Business Route 22’s intersections with Northern Pike and Mall Boulevard — particularly is close to a sign at the entrance to a neighboring fitness center.

The initial plan for the billboard was for it to be situated 10 feet from the road, but it later was pushed back to 17 feet.

“We took a very reasonable approach to this. We located the sign on the spot on the property where it would have the least impact on any sign,” attorney Kevin McKeegan, representing Wolfgate, said at a Dec. 5 public hearing before council.

Tim Earle, a principal with Wolfgate, explained that the billboard would be 15 feet wide and 10 feet tall, with the top 24 feet above ground. The intent is to display a series of static images that change instantaneously every seven seconds.

“This would be any business that wants to advertise to the visitors and residents of Monroeville who travel that roadway,” Earle told council, and space would be available for municipal and public service messages, including emergency-related information.

Council’s approval comes with conditions, as outlined by Mayor Nick Gresock on Dec. 12: “The billboard will not advertise adult or sexually oriented businesses or materials; advertise obscene or profane language; emit any musical or verbal announcements or noises; display any moving, flashing, fading, scrolling or animated text or video.”

Williams represents Ward 6, where the billboard would be located.

“This sign has nothing to do with business, other than advertisement on the sign,” he said. “It just looks like sign pollution to me.”

Stevenson reported taking many calls from residents about the billboard.

“Not one of them was in favor,” he said, “and nor am I.”

During council’s Dec. 12 public comment periods, three residents spoke in opposition. Georgiana Woodhall of Broadway Boulevard offered examples of magazine advertisements that, if similar images ended up on a billboard, could draw motorists’ attention away from the road.

“It’s of absolutely no benefit to me or any other resident of Monroeville, financially or in any other way,” she said. And it would have an adverse effect on the health and safety of the residents of Monroeville and anybody passing through.”