Affton's New Digital Billboard Receives Plenty of Attention

It's hard not to notice a new digital billboard that recently was erected on a piece of property next to the parking lot at the Gravois and Tesson Ferry roads intersection in Affton.

And maybe that's the issue.

The digital billboard is brightly lit and potentially draws attention from motorists at the busy intersection. The Affton Community Involvement Association is upset not only with the distracting nature of the sign, but that it was erected without any efforts to obtain public comment from the neighborhood.

Sign up for the Affton-Shrwesbury Patch newsletter to get the latest information on this issue.

The association outlined its opposition to the digital billboard in a letter to 5th District County Councilman Patrick Dolan. The association authorized member Larry Stone write the letter to call for the county to change any laws or procedures so that citizens have an opportunity to comment on such situations in the future.

Ironically, if the digital billboard were a new sign, a public comment period would have been required in order for the sign company—in this case, CBS Outdoor—to gain permission to install it. But since the digital billboard replaces a regular billboard, no public comment was needed, nor was it sought. The county makes no distinction between a regular billboard and a digital billboard.

"Currently the zoning ordinance does not distinguish between digital and non-digital advertising signs," said Glenn A. Powers, St. Louis County director of planning, in a letter to the St. Louis County Council that outlines the planning department's opinion on the association letter.

Powers said that the original billboard at the location was a "legal non conforming use" and since the new digital billboard is the same size and location, "no change in zoning or public hearing was required."

Powers also says in the letter, "However, what is clearly open for discussion is whether a change from a regular billboard should be viewed as an expansion of a non conforming use . . . The Department of Planning certainly shares concerns about the growth of digital advertising signs in our community; in particular when they replace an existing billboard."

Councilman Dolan responded via email to a request by Patch for clarification on the billboard regulations.

"I certainly believe it is prudent to reexamine the County’s Zoning Ordinance as it relates to digital billboards in light of the fact that digital billboards consume substantially more energy than standard billboards," Dolan said in his email.

As a result of receiving an Energy Efficiency and Conservation Block Grant last year, Dolan said the county planning department hired consultants "to help review and update the zoning and subdivision ordinances to encourage more sustainable and energy efficient land development."

He said the consultants are scheduled to present their findings and recommendations later this year.

"I eagerly await the consultant’s recommendations and will move forward with potential zoning ordinance updates at that time," Dolan said in his email.

Questions of CBS Outdoor about its sign and whether it often receives complaints about their distracting nature on the motoring public were referred to its New York office. A response was not received when this story was put together for publication.

Affton-Shrewsbury Patch has talked to several locals about the new billboard. Some like it, some don't, and still others can't believe we're still talking about it. What's your stance? Let us know in the comments.