Salt Lake council members are considering a sign ordinance today that would allow residents to enjoy more scenic views by limiting the number of billboards allowed in Salt Lake County.

Two alternatives are up for action; one is an outright band and other is the cap-and-replace method. With an outright ban, no new billboards would be displayed, but remaining billboards would be allowed to stay. Under the cap-and-replace method, a maximum billboard limit would be implemented. Billboards could relocate, but the number could not exceed the maximum. Chairman Steve Harmsen of the Salt Lake County Council supports the latter.

" I am more inclined to cap and replace," Harmsen said. "It has better results; it disperses billboards throughout the community."

Harmsen said billboards serve a useful purpose in the city, thus making an outright ban ineffective.

"[Billboards] provide commercial advertising, information, directions; they are an essential part of commerce," Harmsen said.

Even with the apparent benefits of billboards, Harmsen said the only real problem now is with space. Backed by complaints he has received from the community, Harmsen said he thinks billboards have become out of control since restrictions were loosened. In 1997, billboard restrictions were relaxed, which according to Harmsen was the "wrong way to go." Today, council members receive their chance to voice their opinion on how "out of control" the billboard situation has become.

Speaking of the decision in 1997, Harmsen said, "I felt the billboard ordinance was too liberal in Salt Lake County; it needed to be tightened up."

MaryLynn Thomas, Senior from Holladay, does not agree that billboards are a problem, or that they take up too much space. She frequently drives in the area and said besides some objectionable content, billboard use has not climbed out of control.

"I don't really think that it's a huge deal that there's a lot of billboards," said Thomas, a marketing an advertising major. "[Billboards] don't take away from people's space."

Thomas does not favor billboard limitations, but understands that evaluating the use of space is the council's job. She said she would support the council's decision, despite her view. Thomas also agreed advertising is an essential part of business, and billboards play an important role.

"I feel like advertising is important and it will help the economy," Thomas said.

Potentially hurting advertisers has not been a main concern for Harmsen. He said he thinks advertisers would not be adversely affected by the decision. Likewise, Thomas said advertisers still have advertising options outside of billboards.

"If [billboards are] proven to be an effective medium, [restricting billboards] is unfair, but if it's ... just another medium than it is [fair]," Thomas said. "Other types of advertising are more effective anyway."

The Provo City Council voted on a similar issue last year, where advertisers were allowed larger, upgraded billboards on the highway in exchange for elimination of smaller billboards within the city. The council unanimously approved the ordinance. Although council members never received formal complaints such as in Salt Lake County, the Provo City Council decided to limit billboards based on surveys.

"We took a survey of those signs that people would like to see gone and we gave that list to the company and said 'these are the ones that we would love to see disappear in exchange for you improving the one on the highway,' " said David Knecht, chairman of the Provo City Council.

Knecht said the issue has died down and neither advertisers nor residents have expressed concern about the current situation.



Copyright Brigham Young University 10 May 2004