WEST SPRINGFIELD — Advertising may be taking to the skies above Route 5 if town councilors support a petitioned zone change.
William Fennell, an attorney representing 19 petitioners from West Springfield, spoke at Tuesday’s council meeting about their proposal for an overlay zone to allow digital billboards in the retail district of Riverdale Street (Route 5) and on industrial land facing Interstate 91 near the Holyoke city line.
A separate group of 13 residents sent a letter in opposition. Town councilors seemed receptive to the proposal, but wanted to make sure Riverdale Street isn’t overwhelmed by flashing advertisements.
“I don’t think any of us would want Vegas, or signs all over the place,” said Council President Brian Griffin.
Allowing billboards could be a boost to the town’s property tax base, Fennell said, noting these kinds of signs can be valued at $750,000 to $1 million, despite taking up a footprint of only 250 square feet. That value would be taxed annually, like any other business. Digital billboards are also required by state law to set aside 15 hours per month to display public service messages, and are used for public outreach during emergencies, including storm warnings and Amber Alerts.
The petitioners are proposing four zones where billboards would be allowed: along the west side of Riverdale Street south of I-91, roughly from Cal’s restaurant to the Cinemark theaters; along the east side of Riverdale opposite the first zone; along the east side of Riverdale north of I-91, from Hayes Prosthetics to Outback Steakhouse; and covering four industrial properties on the east side of Interstate Drive near the Holyoke city line. Billboards in this last district would be visible from I-91.
There is a gap in the Riverdale Street district because state laws prohibit billboards within 500 feet of highway entrance ramps, Fennell said. The state also prohibits electronic billboards from being sited within 1,000 feet of each other. He said the petitioners don’t foresee a demand for traditional billboards along Riverdale Street, and would not object to an amendment allowing electronic billboards only.
Although the town can’t directly limit the number of billboards to be permitted, Griffin said the council could amend the proposal to widen the buffer zone, ensuring that only one digital billboard can be built in each of the four districts.
The petition effort was led by Thomas McNulty of Rogers Avenue.
Opponents said in their letter that while the proposed billboards would be on business land, adjoining residential neighborhoods could have their views spoiled by 150-foot-tall advertising signs. By comparison, the Agri-Mark tower on Riverdale Street is 92 feet tall.
Fennell said because the billboards along Riverdale Street would be targeted to drivers on the local road, he expects them to stand about 50 feet off the ground. A billboard off Interstate Drive, directed to fast-moving highway traffic, would be higher.
The opposition letter, which was read at Tuesday’s meeting by Melissa Hensen of Beauview Terrace, also expresses concern that digital billboards will become a distraction for drivers, leading to more crashes and congestion on busy Route 5.
Under state law, the images on a digital billboard cannot change more rapidly than once every 10 seconds. Councilor Michael Eger said that’s still too distracting, and he hopes the town can impose a more restrictive limit.
A representative from Big Y wrote to the council supporting the billboard district, stating the supermarket company hopes to put up a billboard on land adjacent to I-91 in town. In addition to its grocery store on Memorial Avenue, the company owns the Table & Vine liquor store on Riverdale Street, adjacent to the proposed billboard district and close to an I-91 exit.
The council is expected to vote on the proposal at its next meeting, March 1.
Also Tuesday, the council unanimously approved an ordinance allowing neighborhoods to request speed humps on residential streets, and a resolution opposing an internet data cap for Comcast customers in town.
The council voted 7-2 in favor of a temporary economic development administrator to seek grants and serve as an advocate for businesses recovering from the COVID-19 economic downturn in West Springfield.
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Digital billboard zone proposed along Route 5, I-91 in West Springfield - MassLive.com
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