Billboards at High School One Step Closer to Reality

They weren't calling attention to an end-of-summer tent sale, nor were they there to provide aerial views of the Chelmsford High boys' soccer game.

The three balloons, including one in the shape of a small blimp, that drivers on Route 3 noticed off the side of the road were actually part of a test to gauge an acceptable height for one of two billboards to be built on town-owned land.

The test was overseen by Mary Burns, a principal in Capital Advertising, the firm that won the contract to lease the two billboards, one of which will adjeacent to the high school football field and the other at Oak Hill near Scotty Hollow.

"We put up three balloons. One at 75 feet (elevation above highway level), one at 60 feet and one at 35 feet," said Burns. "We'd like to have it at 75 feet."

But to build at 75 feet, Burns' group will need approval from the Planning Board, as the current bylaw allows a maximum height of only 35 feet. Members of the Planning Board were in attendance at Saturday's test, viewing the balloons from various locations to assess visual impact. The Planning Board meets again on Sept. 22.

Burns said she is hopeful that the Planning Board will approve the additional height, despite the board's longstanding opposition to building any type of billboards on town land.

"We hope so," she said. "We feel that (leasing billboards on town land) is something that will really benefit the town."

Capital Advertising signed a 20-year lease with the town, agreeing to pay a total of $132,000 anually to lease the two billboards. According to Burns, Capital leases 32 billboards from Boston to Chicopee.

Members of the School Committee also attended the test, as well as a representative of OSI, a Georgia firm that constructs billboards.

If the Planning Board does approve the additional height, Capital must still gain approval from the State Board of Outside Advertising. With winter on the horizon, construction may not begin until spring 2011.

"Best case scenario is that we can start some time in November," said Burns. "Worst case is we build in the spring."

Burns said that given the Route 3 sign's proximity to the school, Capital has agreed to not sell advertising space to for the marketing of alcohol, smoking or other adult-oriented material.

The billboards will be 14 feet tall and 48 feet long. It will be pie-shaped, so that the 48 feet is actiually divided into two 24-fet sections. One section will face north and the other will face south, said Burns.