Sumner Car Dealerships to Advertise with Electronic Signs Off SR 410

Electronic readerboards advertising and will soon beckon drivers into Sumner, after the city council passed a resolution Nov. 7 allowing them along the commercial zone south of SR 410, near Winco.

The two dealerships approached the city for more advertising opportunities, said city planner Eric Mendenhall. Sumner’s car dealerships generally bring about $2.7 million in sales tax revenue to Sumner, almost three times the amount of its other retail businesses.

“The only reason we are doing this now is the extent of which our income depends on it,” said councilmember Randy Hynek. “Our sales tax carries the weight.”

Two electronic readerboards will be allowed in the Winco area, advertising the two dealerships. Only Honda and Ford can advertise with the signs, other businesses will not be allowed due to zoning.

“The signs along River Road are an example of what would not be allowed,” said Mendenhall. “Those are on tribal lands, which do not have regulations like we have in town.”

The electronic signs would direct drivers to the proper exit and would have the same contrast day and night. They can display three-dimensional lettering with simple shapes behind them that light up, but they can't be flashing and repetitive. Any businesses that share a building, like the Sumner Pawn Shop, would not be able to advertise with the readerboards. Neither would future tenants of Orton Junction, due to their zoning.

Honda and Ford can also have up to two freestanding signs -- a large one from the freeway and a smaller one from the city street. On a public street right-of-way, the sign can be up to 15 feet tall. For each additional one-foot setback beyond 15 feet, the sign height can reach up to 35 feet. The signs directing traffic from a city street can be up to 6 feet.

The ordinance is kind of a test case for the city. If successful, the council might one day consider readerboards near the 24th St. interchange on SR 167.

Hynek requested a motion to amend the ordinance – he asked that the city council be required to revisit the rule after 10 years. That idea was discouraged by city attorney Brent Vinson and did not receive council backing, due to the fact that after a certain period of time, the council can revisit the ordinance anyway.

While he didn’t second the motion, councilmember Curt Brown agreed with Hynek – both voted no on the ordinance.

“My personal opinion is, I’m against this,” said Brown. “I can see this snowballing and I don’t know if it’s a fit for Sumner.”

While Hynek noted the potential for success with more commercial visibility, he expressed his doubts.

“We’ve already change the zoning in the area from farmland to development [for Orton Junction]. Now we’re adding electronic readerboards to this area… [we could lose] the openness, the country… that 'feel good' feeling people associate with Sumner,” said Hynek. “These signs are so large and bright… I just can’t see them lasting forever.”