Use of Electronic Signs Could Expand in Oklahoma City

By Colleen Chen, NEWS 9

OKLAHOMA CITY -- Getting approval for an electronic sign in Oklahoma City isn't a simple process because technology has surpassed the city's current sign ordinance.

An ordinance has been proposed that would implement guidelines for the electronic signs that flash advertisements for local businesses.

If passed, the ordinance would regulate the size, brightness, animation and location of the tech savvy signage. The rules would add more structure for applications and could therefore lead to an increase of interest.

The ordinance would only apply to what is called an accessory sign. Unlike major billboards, accessory signs can only advertise the goods or services of the business where the sign is located.

Read the proposed ordinance for electronic signs.

The proposal breaks electronic message display signs into three categories. The third level allows animated graphics and full motion video.

Planning Director Russell Claus said the video could be a distraction to drivers.

"I'm concerned about it, the planning commission has expressed concern about it. We have gotten complaints in the past. It's ultimately the council's decision. As these signs begin to pop up more and more, it's possible we may get additional complaints," Claus said.

"The sign was a substantial investment. It's getting harder and harder to captivate an audience and we thought this was a good option. It has been an effective advertising tool. We have plenty word of mouth about the sign and people who have noticed the sign," said Chad Raymond, the Operations Director at Mathis Brothers.

Raymond said he is supportive of getting guidelines in place for signs like his, but he hopes the council will grandfather in more than just the size of the Mathis Brothers sign.

The LED sign is around 500 square feet which is larger than what the proposal said should be the maximum. While the proposal would grandfather in the Mathis Brothers sign, any animations would be limited to 200 square feet.

"It's a fast and rapidly changing technology that a lot of cities have to face. We made the investment to be able to animate and advertise in a tasteful, respectful, non-distracting way. We would like to make sure our investment is protected as is plenty of other retailers in the city," Raymond said.

The city council will hold the final hearing on the proposal Tuesday morning.