By Moses Leos III

The iridescent glow of digital billboards could be a common sight along IH-35 in Kyle if changes to an ordinance converting traditional signage are approved. 

But with several issues arising, the Kyle City Council will wait before making changes to the existing law. 

Changes to the existing ordinance were presented at the April 21 city council meeting. It was part of the city staff’s attempt to add recommended changes prior to a built-in sunset clause added to the city’s original ordinance.  

But instead of making changes, council chose to extend the sunset clause 90 days. 

That was done to gain more information on several issues, including a change in exchange ratio for existing signs. 

The ordinance, seen as a pilot program, was signed into law in November 2013. It allowed for non-conforming off premise signs to be converted to Changeable Electronic Variable Message Signs (CEMVS) in Kyle. Under the city’s pilot program, CEVMS signs cannot be larger than 672 square feet, nor exceed 42.5 feet in height. 

In addition, the signs cannot be located within 300 feet of any lot located in a residential district. A buffer of 3,000 square feet between signs on one side of the highway is enforced. Kyle currently has two digital billboards along IH-35 owned by Lamar and Media Choice. 

Seven advertising companies currently have signs they rent out in Kyle, making up 22 total signs along IH-35. The ordinance calls for the conversion of billboards. Kyle Building Official Mario Perez said the city is “maxed out” on signs. 

One of the provisions was to allow companies to exchange one square foot of digital sign for one square foot of traditional to be removed from the city. 

Kyle’s Planning and Zoning commission, however, recommended a change to a 4 to 1 ratio. 

“At this time, P&Z felt like we could reduce the number of billboards within the city limits,” Kyle Building Official Mario Perez said. “At 4 to 1, it would remove at least four faces, two faces on each pole.” 

Council member Shane Arabie disapproved of the change on the dais. His concern was it could allow for an influx of smaller digital signs along the interstate, which could lead to a bigger distraction. He instead advocated for an exchange of four billboards for an actual face. 

“I’m not against (the ordinance),” Arabie said. “My objective would be to reduce the amount of clutter on the highway.” 

He went on to add the need to formalize a minimum size for digital signs along the highway. 

Kyle Mayor Todd Webster said he was not in favor of a 4 to 1 ratio based on square footage. He said it goes against the city’s ultimate objective of reducing the amount of signs on the corridor. 

“When we come up with a further refined ordinance, I expect it will be the number of faces, and not the foot for foot reduction,” Webster said. 

Council member Samantha Bellows shared a similar concern. She said the proposed exchange could lead to multiple screens “flashing different things simultaneously” on an existing sign face. 

Concerns arose on the feasibility of the change. Assistant City Manager James Earp wasn’t sure if changing to a 4:1 ratio would be “financially viable” for a sign company. 

Bellows also questioned the 3,000 linear feet buffer, and how many digital signs could fit within the restriction. 

“It’s one thing to say 3,000 (linear feet). I want to see it,” Bellows said. “It’s helpful not only to council, but to citizens to see a visual model of what that would look like.” 

Additionally, staff will also gather information from existing studies on digital billboards and possible distractions to drivers. 

Currently, Kyle’s CEVMS signs must adjust brightness no more than 0.3 foot-candles over ambient light conditions at a distance of 250 feet from the sign. 

Webster said taking light pollution issues into consideration is the next step. 

“If we end up with a few more signs like the ones we have now, I can see (more digital billboards) being worth it.”