Digital Billboard
Exchange Program
&
Billboard Replacement
Pilot Program
Presented by:
Dean J. Grandin, AICP
March 22, 2010
Background
 New billboards are currently prohibited in Orlando,
with the existing ban dating to 2000
 Currently there are 237 billboard structures located in
the City.
 This equates to approximately 474 sign faces
 Sixteen (16) billboard companies operate in the City
 Clear Channel is the largest with 140 structures
 CBS Outdoor has 56 structures
 Average billboard face size is 400 sq. ft. (10’ x 40’)
Digital Billboard Exchange Program
This proposal is being considered in an effort to:
 Respond to an industry request.
 Improve aesthetic visual landscape along roadways
in the City, particularly in residential areas by
providing an incentive to reduce the number of
billboard structures.
 Provide a “by-right” regulatory framework for new
digital technology in the City through an
administrative process.
 Doesn’t change the City’s existing prohibition on any
new standard or tri-vision billboards.
Billboard Replacement Pilot Program
 One Year term.
 Allows for an alternative “negotiated” method of
reducing the number of billboards in the City without
jeopardizing the City’s existing regulatory ban on
new billboards.
 Compliments the “by-right” digital billboard
exchange program.
 Assists FDOT in dealing with relocation issues along
state roads.
 Orlando is one of three counties statewide where
such a pilot program has been authorized to operate.
Basics of Digital Technology
Presented by:
Lou Musica
Clear Channel Outdoor
“Like a computer system, they can be
changed at a moment's notice –
quite handy when time is of the essence
and you're searching for that missing teen
or dangerous felon.”
What is Digital?
A new way to change faces.
What is Digital?
A new way to change faces.
Traditional Vinyl Board
What is Digital?
A new way to change faces.
What is Digital?
A new way to change faces.
This is one LED or Light Emitting Diode.
What is Digital?
A new way to change faces.
What is Digital?
A new way to change faces.
Regulating Digital
A new way to change faces.
Static messages
show once every
8 seconds.
No Movement.
No Motion.
No Video.
Regulating Digital
A new way to change faces.
DIMMING CAPABILITY
DIMMING
CAPABILITY
Regulating Digital
A new way to change faces.
DIMMING CAPABILITY
FOOT CANDLE STANDARD
• Lighting levels on the digital billboard will
not exceed 0.3 foot candles over ambient
levels, as measured using a foot candle
meter at a pre-set distance.
• Foot candles measure the variance from
ambient light.
Regulating Digital
A new way to change faces.
DIMMING CAPABILITY
Ft-c or Footcandle
Q: What is a foot candle?
n. (Abbr. fc or ft-c)
A traditional unit of illuminance or illumination,
defined as the illuminance received by a
surface at a distance of one foot from a
source of intensity one international candle.
Regulating Digital
A new way to change faces.
DIMMING CAPABILITY
Example Product:
Extech EasyView EA33
Est cost $259.00
Large LCD display with advanced illuminance
functions and features
Wide measurement range to
99,990Fc (999,900 Lux) with
resolution of 0.001Fc and 0.01Lux
Luminous intensity (candela) calculations
Store and recall up to 50 measurements, includes
relative or real time clock stamp
Ripple function excludes the effect of
stray light from the primary light source measurement
Timed-Hold, Relative in absolute value or % deviation,
and Comparator function with high low alarms
•http://www.extech.com/instrument/produc
ts/alpha/EA33.html
Regulating Digital
Measuring Footcandles
DIMMING CAPABILITY
Stand perpendicular to the sign,
at a pre-determined distance.
(250’).
Add 0.3 fc to the baseline
reading to calculate max
brightness level.
Point light meter at sign with a)
the lights off or b) with a helper
holding a 12” x 40” piece of
cardboard painted black blocking
out the sign lighting.
Take another reading,
watching the footcandle
meter for 3-5 minutes to see
if max brightness is
exceeded.
Take the ambient light reading.
This is your baseline.
If the max brightness level
is not exceeded, the sign is
in compliance.
Regulating Digital
NEMA TS-4 Standards.
DIMMING CAPABILITY
NEMA (The National Electrical Manufacturers
Association) has defined the standards for
dynamic message signs. LED signs used in traffic
applications follow these standards.
A comparison revealed the industry standard of
0.3 fc above ambient light for DBB’s, are always
below the maximum luminance levels listed in
the NEMA TS-4 2005 standard.
What is Digital
Effect of Horizontal Louver Blades
Billboard
Billboard
Length of Arrows Represent
Light Intensity
Uplight is Partially Shielded
What is Digital?
Technology allows quick message changes
What is Digital?
A new way to change faces.
CLEAR CHANNEL OUTDOOR
USA DIGITAL MARKETS
Orlando
Area
Locations
Digital Billboard Exchange Program
This proposal would allow
digital billboards through an
exchange program.
Exchange ratio = 4:1
Four sq. ft. of traditional billboard
exchanged for one sq. ft. of digital
Guidelines Used to Develop Program
 The National Cooperative Highway Research
program released a report Safety Impacts of the
Emerging Digital Display Technology for Outdoor
Advertising Signs in April 2009.
 Report provides guidelines for establishing
standards and restrictions for digital billboards.
 The report’s recommendations were considered
when developing this proposal.
Proposed Standards
Digital Billboards would only be allowed:
 In Industrial and Activity Center districts
(I-G, I-P,I-C, AC-1, AC-2, AC-3 and AC-N) and MU-2
zoning districts.
 Within 150 ft. of the right-of-way along limited access
roadways, or a designated state arterial roadway.
Proposed Standards (continued)
Digital billboards will not be allowed:
 In designated view corridors (GMP Figure UD32)
 Within 400 ft. of any residentially zoned property
 Within 400 ft. of an historic district boundary, public
park, government building, school or religious
institution
 Within 100 ft. of motel/hotel
Proposed Standards (continued)
Spacing Requirements:
 1500 ft. from other billboards facing the same driving
direction
 1500 ft. from other billboards on the same side of the
roadway
Proposed Standards (continued)
Operational Requirements:
 Message or image must be static; no flashing,
scrolling, animation, videos, etc.
 Message must be displayed for minimum 8 seconds
 Maximum time between messages is 0.5 second
 No special visual effects of any kind
 Personalized interactive messages will be prohibited.
Proposed Standards (continued)
Illumination Requirements:
 Shall not exceed a brightness level of .3 foot candles
above ambient light
 No digital billboard shall display light as to cause
glare or impair the vision of the driver.
 Must include a dimmer control and a photocell that
automatically adjusts the displays intensity to natural
ambient light conditions.
Proposed Standards (continued)
Height and Size requirements along state arterial roads:
40 ft
 Max sign height is 30 ft.
above the crown
of roadway, not to
10 ft
exceed a maximum
of 60 ft. above ground.
 Maximum size of sign
face of 400 sq. ft.
30 ft
Proposed Standards (continued)
Height and Size requirements along limited access roads:
48 ft
 Max sign height is 40 ft.
above the crown
of roadway, not to
14 ft
exceed a maximum
of 65 ft. above ground.
 Maximum size of sign
face of 672 sq. ft.
40 ft
Proposed Process
 Digital Billboards will require a Planning Official
Determination application submitted to the City
Planning Division.
 Applicant must identify the structures / sign faces to
be removed.
 Only sign faces physically existing at the time of
application or vested through an agreement with the
City can be considered for exchange.
 Exchanged signs must be fully removed prior to the
City issuance of a certificate of completion for the
digital billboard.
How does Orlando compare?
Community
Orange County
Seminole County
Lake County
Osceola County
Winter Park
Altamonte Spgs.
Jacksonville
FDOT
Allows
Digital
Billboards
Y
Y
N
Y
Y
N
N
Y
Comments
by right
by right
no new billboards
by right
negotiated exchange
by right
no new billboards
by right
Summary
Digital Billboard Exchange Program:
 Exchange ratio based on square footage will eliminate
approximately 4 standard sign faces for each new
digital face.
 Located in non-residential areas that meet all criteria
along state and limited access roadways.
 Billboards may not be converted to digital except in
strict compliance with this ordinance.
Billboard Replacement Pilot Program
Proposed Details:
 Separate from the Digital Billboard Exchange Program.
 Further improve the aesthetic visual landscape of the City.
 Provides for the removal of billboard signs in residential,
historic and other designated areas, in exchange for the
placement of billboard signs on interstate highways.
 Authorizes City Council to enter into separate agreements
with billboard sign owners establishing the terms for
removal and replacement of billboard signs under each
agreement.
 Pilot for one year, may be extended by City Council.
Conclusion
Both Programs:
 Result in a net reduction of billboards in the
City of Orlando.
 Focuses on relocating billboards into areas where they
are considered to be most appropriate (limited access
highways and state roads) resulting in the least amount
of visual blight for neighborhoods, historic districts,
downtown, community and civic areas.
Questions?
Dean Grandin, AICP
City Planning Division
Economic Development Department