Dimming electronic signs is wise for safety and aesthetics

By the Rapid City Journal Editorial Board | Monday, March 26, 2007

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A memorable episode from the popular ’90s television series “Seinfeld” featured, first Kramer, then Jerry, being visually fried by a large, bright neon Kenny Rogers Roasters sign beaming into Kramer’s apartment window from across the street.

It’s a reach to compare that sitcom chicken restaurant sign with the electronic signs that are placed throughout Rapid City, but nighttime drivers who have been bedazzled by the flashing signs might see the similarity.

That’s why we applaud the Rapid City Council for voting unanimously last Monday to tone down those signs, for safety and aesthetic reasons.

The council’s action was in response to recommendations from a sign code task force that was charged to see if stricter regulations were needed for the ever-increasing number of electronic signs and billboards in Rapid City.

Specifically, the council approved six ordinance amendments that will go into effect in about three weeks and, among other things, ban any new flashing signs, limit brightness on electronic signs and allow large billboards to be replaced with smaller electronic signs.

Several existing signs that have television-like motion will be grandfathered in under code provisions. And, ironically, one of those is a city-owned sign on Omaha Street advertising upcoming events at Rushmore Plaza Civic Center.

The city’s code enforcement division will judge, upon receiving a complaint, whether a particular sign is too bright.

There’s more in the code revisions, but in short, their purpose is not to curtail outdoor advertising, but to make it less obtrusive to neighbors of electronic signs, as well as drivers and pedestrians passing by.

It’s especially important that nighttime drivers, already negotiating Rapid City’s streets amid the glare from other vehicles’ headlights and taillights, not face added distraction from flashing electronic signs.

Alderman Bob Hurlbut, chairman of the sign task force, said not many people have complained about bright signs, and that sign owners had quickly complied when asked to tone them down.

It’s not easy for the city to try to protect its citizens while not unjustly interfering with private enterprise, but it looks as if the revised ordinances can accomplish both of those objectives.

That’s a good sign.