Pigeon Forge to devise new rules for electronic billboards

'Tis the season for thousands of flashing holiday lights throughout the city of Pigeon Forge.  As for the year-round glow of electronic billboards, the signs of change could be on the horizon as the city works to develop new standards for the outdoor signage.

The Pigeon Forge City Council was set to vote on the first reading of an ordinance Monday night that would regulate electronic billboards.  Instead, council members decided to go back to the drawing board and hold work sessions to devise a new proposal.

"The state adopted rules regarding electronic billboards on interstates and banning animations because they are potentially distracting to drivers," said Pigeon Forge Mayor Keith Whaley.  "That is not as big an issue in Pigeon Forge where traffic moves much slower, and we already have a lot of animated outdoor signage."

Whaley said the efforts to establish standards came as the city began receiving more requests for electronic billboards.

"We just want to be proactive because we know this became a hot button issue in some other areas.  The best way to avoid that is to go ahead and set up some standards before a controversy arises," said Whaley.

Whaley said he personally likes the aesthetic value of electronic billboards.  He also recognized they can be a distraction depending on the location.

"It obviously is not a problem on the Parkway.  But when these billboards move elsewhere, it can be a potential issue.  If you are on a rural street where those bright electronic billboards are the only things that you're seeing, it's much more distracting," said Whaley.

Potential rules for the billboards could include a requirement that it only use static images, analogous to a slideshow.  The images would have to remain up for at least eight seconds before changing.  The regulations could also prohibit the use of animations on billboards.

Mike Fleming with Premier Media said his company already has two of the electronic billboards in Pigeon Forge, and it has provided customers with a valuable advertising outlet.

"It has allowed us the opportunity to provide real-time information to drivers. Businesses need the ability to use them to compete in the marketplace," said Fleming.

The new rules would only apply to billboards.  The litany of "on-premise business signs" that are ubiquitous on the parkway will still be allowed to use animations. 

"We want to make sure any new rules make it clear that this is only for billboards and not our message boards and on-premise signs," said Pam Ogle, co-owner of the Pigeon Forge Red Roof Inn.  "Our animations and videos reach customers as they drive up and down the street, showing them shots of the inside of your indoor pool or your breakfast area or your actual rooms.  The ordinance they were looking at did not make it clear enough in my opinion that the rules only applied to billboards and not all outdoor signs."

"We want to find a good balance between what is good for our businesses, what is good for the aesthetics of the area, and what is good for our visitors," said Whaley. 

Whaley said there is currently no timetable for when the city will hold work sessions and subsequently bring the issue before the council.  Any ordinance requires at least two readings before the city council can vote to approve it.  Ordinances take effect 15 days after receiving city council approval in Pigeon Forge.