A Planner’s View of Electronic Message Centers

James Carpentier, AICP, is a former director of government relations for YESCO (Salt Lake City) with 25 years’ experience as a planner. He now owns Carpentier Consulting LLC, which provides sign-code and entitlement services to the sign industry, sign associations, development community and the public sector.

As a planner, I’ve gained extensive experience in both the public and private sectors, in roles ranging from zoning administrator to director of planning and zoning. This planning experience, combined with my recent experience as director of government relations for YESCO, has given me a unique view of the sign industry. Because I understand both the sign-industry challenges and the planner’s perspective, I believe I can create bridges and win-win scenarios between these sometimes adversarial groups.

Electronic message centers (EMCs) are now entrenched in the fabric of the American society. As this technology’s cost recedes, and the business community better understands EMC economic benefits, communities will feel increasing pressure to allow them. Everyone benefits if the sign industry, planners and communities can jointly adopt a balanced approach and understanding of EMCs.

What planners know
Planners typically have little or no specific signage training (that was certainly my case), let alone any regarding EMCs. Most planners obtain signage knowledge on the job. As a young intern, working for the City of Neenah’s (WI) planning department, I was tasked with revising the sign code. I knew next to nothing about what I was empowered to regulate. Often, the least experienced planner is given this task. Despite my lack of experience and knowledge, I somehow drafted a code. I did one thing correctly. I asked the local sign association to review the draft. This fostered a much better sign code.

Typically, when a planner begins to revise a sign code, advice is gathered from adjacent communities, the American Planning Assn. (APA) and other resources. Relying on adjacent communities can create problems, because sign codes can be outdated or simply not applicable. Sign regulations entail numerous issues: complex legal considerations, legibility, aesthetic considerations, economic impacts, registered trademarks, nonconforming signs, permitting and administration. They’re multifaceted, so they deserve great care and consideration. Instead, they’re often treated as afterthoughts.

The APA
The EMC information planners acquire can occur via the APA’s national conferences, which generally attract 5,000 or more planners, from across the U.S. Such information sorely lacks objectivity, usually. During the 2008 national APA conference, in Las Vegas, I attended a training session titled “Regulating Signs in the Digital Age.” In short, a slide of an EMC in the presentation was followed by a slide that showed a car crash!
Clearly, EMCs are utilized extensively throughout all state, federal and local highways and streets. If they caused accidents, such usage wouldn’t proliferate.

I’ve tried to provide planners with a more balanced view. I’ve proposed two separate presentations on EMC regulations for the last two APA national conferences. Neither was accepted. Although the APA informally indicated my second presentation was strong, it had already approved a “similar” presentation.

My second proposal included content from an attorney, a manufacturer and a planner, all with valuable knowledge and experience with the sign industry. Sadly, the APA isn’t open to such EMC documentation.

However, the individual planners would probably appreciate balanced, meaningful information that discusses the issues and technology that impacts EMCs. This only emphasizes the individual planner’s hunger for information. The sign industry and sign associations are best equipped to provide such information.

Competing interests
Planners are forced to regulate a complex technology while sifting through information provided by manufacturers, the International Dark Sky Assn., the International Sign Assn. (ISA), and regional and state sign associations. And outdoor advertising injects an entirely new set of variables. No wonder planners are perplexed!

When they try to devise zoning regulations for a technology they don’t understand, incongruent information muddies the water. Consequently, the sign industry absolutely needs a cohesive message.

Arizona’s Maricopa Assn. of Governments exemplifies this dilemma. Although, at this writing, the Model Dark Sky code hasn’t yet been adopted, the current draft includes illumination standards from Dark Sky interests, which are one third as bright as the current industry standard adopted by ISA. If that low illumination level were adopted, the EMCs would have to be re-calibrated by some manufacturers, because EMCs are not designed to operate that weakly.

Undoubtedly, the code-writing planner is being “lobbied” by the sign associations, several outdoor companies, attorneys, the International Dark Sky Assn. and observatories. Objective sign-industry information could help planners make informed decisions, not just favorable for the sign industry, but also favorable for the entire community.

Signs 101
Planners need Signs 101. I’ve provided such training in some communities – basic information about sign types, typical construction, the science of signage, the value of signs and EMC regulatory issues. This training has been well received by communities and planners. Such training paints the sign industry in positive colors, because it’s mutually beneficial for all parties involved. Ideally, planners learn a little about what they’re regulating, and a win-win situation ensues. Sign associations should consider offering training to jurisdictions, and include on-line video or DVD.

Amber Alert
Additionally, the sign industry should collaborate with the National Center for Missing and Exploited Children to display Amber Alerts. The outdoor industry has done this for more than a year now. Although an onsite program would present numerous challenges, given disparate EMC sizes, even a limited, on-premise Amber Alert program would build bridges, not only with the planning community, but entire communities. Found children are priceless. Another win-win situation could emerge for the sign industry, businesses and communities.

Conclusion
Planners are plagued by a huge EMC information gap. If the APA refuses to allow balanced and useful information, the sign industry and sign associations should actively assume that role. Next month, a second article will address specifics on regulating EMCs.

James Carpentier can be reached at jbcconsultant@gmail.com or www.carpentierconsulting.com..

Economic Considerations and EMCs
For planners, most of their EMC concerns focus on safety and illumination. Sometimes, the economic considerations and benefits get lost in the dwell-time discussion – how often the message may change. Of equal importance are EMC economic considerations. Given the economic hardships currently faced by many facets of society, these economic benefits must be carefully scrutinized by planners and communities. EMCs support economic sustainability and vitality for a community. Click here for information about these benefits from the Small Business Administration.