Unity supervisor: Proposed billboard rule changes fall short

Feb. 28—Proposed amendments to Unity's zoning ordinance are meant to make it easier to upgrade traditional billboards into electronic versions.

But Supervisor Mike O'Barto argued the changes still would present too many barriers for businesses to take advantage of the outdoor advertising space. Area billboard owners also have expressed skepticism.

The township planning commission, while "generally supportive" of the zoning changes, has recommended supervisors "prevent the proliferation of additional billboards along Route 30," according to a memo drafted by township Solicitor Gary Falatovich on behalf of the planning board.

Falatovich noted further review of the amendments is expected before any vote.

One proposed amendment would allow any fixed-copy billboard to be replaced with an electronic one of the same size, subject to approval by the township zoning officer. Proponents hope that change would be an incentive for updating older, neglected billboards.

Another change would decrease the minimum distance between electronic billboards from 1,000 feet to 500 feet on the same side of the road with only one electronic billboard allowed on a given property, a provision that has drawn an objection from O'Barto.

"I don't want to see a Myrtle Beach, a strip in a vacation community," O'Barto said, "but I'd like to see us allow multiple electronic billboards on one property, if there is enough space.

"I'm a proponent of small businesses. They are being inhibited every time they turn around. Let's try to make it easier for people who want to put a billboard in Unity Township to promote their business."

There are close to 50 billboards along Route 30 in Unity, their numbers growing as one heads west toward Greensburg.

But few in the township are electronic versions. One, along the westbound lanes just west of Beatty County Road, features rotating ads for everything from a beer store to a political candidate.

The one-time township permit fee of $400 is the least of the financial concerns in establishing a billboard in Unity.

The vinyl image on a traditional billboard might cost $1,200, plus replacements a few times per year, said Ben Wallace, whose Penneco Outdoor Advertising owns billboards throughout Southwestern Pennsylvania, though none in Unity. An electronic billboard can run $85,000 for a digital face measuring 12 feet by 24 feet, he said.

Site selection is paramount for an electronic billboard, so motorists have an opportunity to see the rotating images. "Advertisers like to be where there is heavy traffic or near intersections, where traffic is more static," Wallace said.

Advertisers want to have their image seen at least once per minute, which makes eight images each displayed for 8 seconds ideal, he said.

That runs counter to the Unity planning commission's recommendation to stick with a requirement that the message on an electronic billboard can't change more frequently than every 30 seconds. As a compromise, O'Barto suggested a minimum time of 15 to 23 seconds per message.

David Paulone of neighboring Hempfield owns fixed-copy billboards in Unity. He objected to a requirement that electronic billboard messages must be controlled from a location within the township rather than from his home. He said that would limit the feasibility of converting his billboards to electronic versions.

Falatovich said that provision ensures the jurisdiction will be local if township officials decide to take legal steps to address a billboard violation.

The amended zoning ordinance would allow larger electronic business signs in the Institutional and Industrial Airpark districts, which would provide Arnold Palmer Regional Airport, the Westmoreland Airpark and Saint Vincent College greater flexibility in advertising available services or public service messages. The amendment would increase the maximum sign size five-fold — from 60 square feet per side to 300 square feet.

On-site directional signs that are above ground at commercial or industrial sites would be limited to 3 square feet per side, unless the zoning officer approves a larger size as "reasonably necessary."

In another proposed zoning change, multi-family dwellings would be upgraded from a conditional use to a permitted use in the R-2 and R-3 residential zoning districts and in the Village Commercial district.

Jeff Himler is a Tribune-Review staff writer. You can contact Jeff at 724-836-6622, jhimler@triblive.com or via Twitter .