Council Reaches Preliminary Consensus on Digital Sign Ordinance Changes

by ROGER GITLIN, Eye on Del Norte

This past November, just three councilors were on hand to discuss the future of a digital sign with off-site advertising in front of Tsunami Lanes Bowling on U.S. Highway 101 South, along the commercial zone within city limits. This signage functioned very similarly to the digital sign operated on U.S. Highway 101 North at the State Fairgrounds.

Two months ago, the discussion among the three councilors—representing the minimum quorum—was not very promising for Tsunami Lanes owner Dr. John Kirk and co-owner, his wife, Cynthia Parenteau.

The item returned on Tuesday’s City Council agenda.

With newly appointed councilor and former Planning Commission chair Steve Shamblin seated, and councilor Jason Greenough returning after an absence the previous week, the tone and discussion were notably different.

At one point, it appeared that an ordinance amendment to Chapter 17.39, submitted by Dr. Kirk to allow off-site advertising within the C-2 commercial zone, might be doomed.

Scratch that.

With all five councilors present, the debate and discussion were refreshing, revealing, and robust. Each councilor made their points in support of—or opposition to—digital signs and commercial announcement signage.

Councilor Jason Greenough offered convincing comments, sharing his principled view that government, including the City, should not dictate the content of business signage. Councilor Candace Tinkler, meanwhile, cautiously tolerated the individual sign in front of Tsunami Lanes but remained firmly opposed to any out-of-area commercial announcements on digital signage.

From the public dais, the Council heard from community members, and their input made a significant difference in the discussion. Several audience members spoke clearly in support of Dr. Kirk’s digital signage and commercial free speech.

Mayor Isaiah Wright heard from residents who rarely attend City Council meetings. In a rare gesture, Mayor Wright helped steer the sometimes contentious debate toward practical reality by acknowledging an emerging consensus around a workable compromise—and it resonated.

The consensus to replace Ordinance 17.39 was palpable. Council members generally agreed on the following points:

• Tsunami Lanes signage may remain but be limited to 32 square feet (4’ x 8’).
• The existing citywide maximum of two digital signs would be removed.
• Digital signs would be separated by a distance of 1,500 to 2,000 feet.
• Most importantly, councilors agreed there would be no restriction on commercial free speech advertising.

There was no formal vote directing City staff. Four councilors expressed agreement with the recommendations, with Councilor Tinkler dissenting.

These recommendations are now headed to City Planning for development of a proposed new ordinance to replace Chapter 17.39. The City now awaits a rewritten version of the ordinance.