Outfront Media

Digital billboard lights up Land O’ Lakes

July 11, 2018 By Kathy Steele

The digital age of outdoor advertising is coming to central Pasco.

Motorists may be familiar with a two-sided “Tri-Vision” billboard on U.S. 41, north of State Road 54. The Champion Outdoor billboard flips through a trio of advertisements on each side, as slats rotate and marketing messages change.

But, the area’s first digital billboard is being installed on the west side of the apex where Dale Mabry Highway and U.S. 41 meet, in front of the WalMart Super Store, according to county permitting records.

Workers are installing a digital billboard for Clear Channel Outdoor at 1714 Dale Mabry Highway, in front of a Walmart Super Store.
(Kathy Steele)

Thousands of motorists pass through the juncture at North Dale Mabry Highway and U. S. 41 daily, making it a prime site for outdoor advertisers.

The location is one of four digital locations in Pasco County planned by Clear Channel Outdoor, Inc. as the company moves ahead on the digital campaign it began about nine months ago in the county.

Another location in central Pasco is slated for digital at 6027 Wesley Grove Blvd., in Wesley Chapel.

Activity in west Pasco also is changing the billboard landscape.

Permits for demolition of several static billboards and installation of two digital billboards happened in 2017 at 2310 U.S. 19 in Holiday, and on State Road 54, east of Little Road, in New Port Richey, according to county records.

A representative of Clear Channel couldn’t be reached for comment.

The Pasco County Commission approved an ordinance in early 2017 to allow permitting of new billboards as part of a strategy to reduce visual blight on the county’s major corridors. Until then, a ban on new billboards had been in effect for about 17 years.

Outdoor advertising representatives lobbied for the ordinance, which allowed new billboards and established rules for converting static to digital billboards. Provisions also were included for Tri-Vision billboards.

It took nearly two years of negotiations to strike that bargain.

County representatives wanted to eliminate a glut of static billboards dotting the roadways, including those in disrepair. Outdoor advertising representatives wanted to get their digital messages in front of passing motorists.

Clear Channel, OUTFRONT Media and The Champion Family of Companies participated in crafting the ordinance.

So far, Clear Channel in its agreement with Pasco has removed about 8,220 square feet of static billboard advertising. During the next months, another approximately 8,220 square feet will be taken down by Clear Channel, according to data provided by Pasco County.

The ordinance targeted billboards on major roadways including segments of State Road 54, U.S. 41, U.S 19, State Road 52 and Interstate 75.

A cap permits a maximum of 37 digital billboards in the county, with more digital allowed in some areas than others.

County officials estimated about 190 static billboards would be eliminated through the new regulations.

Some sites are off limits to digital including The Heart of Land O’ Lakes Vision Plan, Connerton New Town, the Villages of Pasadena Hills Stewardship District, and the State Road 52 gateway into Dade City.

Published July 11, 2018

Digital billboards illuminate controversy

November 23, 2016 By Kathy Steele

Stand-alone, static billboards litter the highways and roadways across Pasco County despite a 17-year-ban on permitting new billboards.

Dismantling and removing many of these outdoor signs is a longstanding goal of county officials who want to reduce what they view as visual blight on county roads.

But, in a high technology world, the wave of the future is illuminated digital billboards that flip through multiple advertisements in seconds, and at night, illuminate the skyline while motorists zip by.

Owners of outdoor advertising companies are hoping to strike a deal with Pasco County commissioners to swap out some static billboards in return for installing a smaller number of digital billboards.

But, working out a formula for the trade-off is proving to be difficult.

On a 3-2 vote on Nov. 9, the Pasco County Commission decided to postpone a decision on the proposed ordinance for 30 days to allow additional negotiations.

Pasco County Chairwoman Kathryn Starkey took a tough stance on the matter — while commissioners Mike Moore, Jack Mariano and Mike Wells Jr., favored the delay.

“I think you guys are being played by a savvy industry,” Starkey said. “Why do we have to give them everything they want?”

The ordinance, if approved, would amend an existing one that bans new billboards. It also would add rules for companies seeking to convert static signs to digital ones.

The proposed formula is based on total square footage, not billboard structures or sign faces. It would result in removing about 10 billboards for every digital billboard that is installed.

Industry representatives lobbied for a five-to-one ratio, which they say would make the swap-out profitable for their companies, including Clear Channel, OUTFRONT Media and The Champion Family of Companies.

County staff members previously backed off an initial proposal for a 14-to-1 ratio.

There’s also disagreement over the rotation cycle for advertisements. The county set a limit of 30 seconds, while industry representatives favor 8 seconds.

Pasco County Commissioner Mike Moore said industry input would be key to making the ordinance work.

“I would like to see some of your static billboards come down,” he said. “But, I don’t want to pass something and you’re not going to participate.”

County data shows there are 133 static billboards on U.S. 19.

The next highest count is on State Road 54, with 66 billboards, followed by U.S. 41, with 53; State Road 52, with 46; and Interstate 75 with 33. In total, the billboard structures account for about 172,000 square feet of advertising.

But, the 10-to-1 ratio just isn’t doable and could mean no static billboards will come down, said Tom O’Neill, local vice president for real estate and public affairs for Clear Channel Outdoors.

“I’m not saying you’re trying to be egregious, but you’ve got to get it closer to what we need,” he said.

Pasco County Commissioner Ted Schrader pointed out that it was industry representatives who pushed for the ordinance, not residents or chambers of commerce. He offered an 8-to-1 ratio compromise, but got no takers.

“I don’t know how this helps our local businesses,” he said. “To me it’s sort of the tail wagging the dog.”

Schrader suggested voting on the ordinance with the 10-to-1 ratio and giving it a chance to work.

He criticized industry representatives for missing a meeting with county staff to discuss the ordinance prior to the hearing. They did meet individually with some commissioners, he said.

“They chose not to lobby me, because they knew I couldn’t be persuaded,” Schrader said.

Wells Jr., who supported the delay, had a warning for industry representatives. “If you don’t meet with them (staff), I’m done, too,” he said.

The Nov. 9 commission meeting in New Port Richey was Schrader’s last meeting, after 16 years on the board.

His seat will be filled by Ron Oakley, who won the District 1 race on Nov. 8.

Published November 23, 2016

Electronic billboards coming to Pasco County

October 28, 2015 By Kathy Steele

Pasco County officials want to weed out unsightly static billboards in favor of a more limited number of electronic billboards.

But, how to swap out one for the other and how quickly to do that are issues that are open for debate.

Pasco County commissioners discussed the matter at a workshop on Oct. 13 in New Port Richey.

County staff members in the coming months will compile an inventory of existing billboards and locations, get input from stakeholders — including business owners and residents— and draft an ordinance permitting electronic billboards.

The public would have an opportunity to weigh in before a new ordinance could be adopted.

Staff members estimate the process could take a year-and-a-half. Some commissioners want a much shorter time span, and a quick route to taking down static billboards.

Looking at how Hillsborough and Pinellas counties handle the matter would provide ready answers, said Pasco County Commissioner Mike Moore.

“Talk to them. Figure it out. Get it done in a week,” he said. “We’re going to sit here and talk about this for a year? Come on, guys.”

Hillsborough and Pinellas counties, and Tampa negotiated agreements with billboard companies to swap out multiple numbers of the old billboards in return for new, but lower numbers of permits for electronic billboards.

The electronic billboards, with two sides, rotate digital advertisements every few seconds. These are becoming standard fare along busy interstates. The fees for these digital messages are more expensive than those for standard, one-sided billboards.

“These are so much cleaner than regular billboards,” Moore said. “They look so much better.”

Pasco County Commissioner Jack Mariano suggested letting the billboard industry provide data and recommend a swap-out ratio to take some of the research burden off county staff members. At minimum, he would anticipate an industry recommendation to remove five static billboards for each single electronic billboard.

“Let them do their own homework and what signs they want to take down,” he said.

Commissioners then can look at the proposal and decide if it works for the county, Mariano added.

Staff members have met with four companies that each has 10 or more static billboards in Pasco: Clear Channel, Champion Outdoor Advertising, Outfront Media and Logan Outdoor Advertising. They plan to continue with these discussions, as well as talking with small business owners.

In 1999, the county adopted a moratorium on new billboards. The inventory at the time showed 537 registered billboards in the county. Those numbers are somewhat lower now, said Pat Wallace, a county senior development review technician.

The moratorium should remain in effect, said Pasco County Chairman Ted Schrader. “I don’t want to see a bunch of new signs going up,” he said. “I’m absolutely opposed to that.”

It is not clear, even with a new ordinance allowing electronic billboards, just when Pasco would see them popping up. The county’s population isn’t considered dense enough to warrant them as yet.

“It will be years before they actually do it,” said Elizabeth Blair, Pasco County assistant attorney. “It’s not financially productive to them.”

Exactly where the flashier billboards would go also could raise concerns with residents, especially those living near commercial corridors, said Pasco County Commissioner Kathryn Starkey.

“I can’t think of very many people in our county for whom an electronic billboard won’t be disruptive,” she said.

Published October 28, 2015