NEWS

160 billboards in Sioux Falls and more coming

J.L. Atyeo
jatyeo@argusleader.com

Billboard companies plan to put up new signs on the outskirts of Sioux Falls now that zoning rules opened more properties to that type of advertising.

But some residents and business owners worry the horizon will become cluttered, and city councilors think the ordinance needs a change.

So what does the billboard market look like in Sioux Falls right now? Here's a look.

THE NUMBERS: There are 160 billboards allowed in city limits. Another 20 applications are pending. Billboards must be at least 600 feet apart, and there's no cap on how many total there can be.

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Does Sioux Falls need to update regulations regarding billboards?

THE LOCATIONS: The busiest streets see the most advertising: Minnesota and Cliff avenues, 41st and 10th streets, and along the highways. The latest hot spot is along 57th Street.

WHAT ABOUT PARKS? The city regulates billboards with aesthetics in mind, according to city ordinance. It has special protections for parks and historic sites, and it limits the size and spacing of the sign. Billboards are allowed in commercial zones, but city ordinance specifically protects the Big Sioux River greenway parks. The city limits the number of billboards on Interstate 229 at 21.

THE CHANGES: The city decides where billboards can go based on the size of the building on the property. The old zoning rules restricted billboards to property with large commercial buildings such as malls, grocery stores or big box stores. Now under Shape Places, the zoning ordinance passed by voters in April, most commercial property is open to billboards.

WHO BUYS THEM: Anyone who wants their business noted in a high-traffic area, says Annie Hagen of Lawrence & Schiller. "Outdoor is really a medium that reaches the entire market," Hagen says. She said Lawrence & Schiller is looking at new opportunities that have come up under Shape Places.

HOW BIG: Billboards can be a maximum 288 square feet and between 12 and 40 feet tall.

THE NUTS AND BOLTS: There are 33 contractors licensed in Sioux Falls to build or work on billboards. Advertising companies pay an average of $100,000 to lease a good spot over 40 years, according to O2 Media owner Doug Muth.

Here to stay: Some states have banned billboards, including Hawaii, Alaska and Vermont. Rapid City voters tried to limit the number of digital billboards. Earlier this year, a federal judge overturned the ban and said it goes against state law.

Chief Planning and Zoning Official Jeff Schmitt said a ban on billboards wouldn't happen in South Dakota.

"There's a lot of communities that hate billboards, but not places that have a main industry like Daktronics in them," he said.