North Little Rock Council approves digital billboard plan amid community safety concerns

The North Little Rock City Council meeting on December 10, 2024, focused primarily on the proposed deployment of a digital billboard by Lamar Outdoor Advertising. The billboard, measuring 672 square feet, is designed to replace five existing signs in the area, including two located in a wetlands region, which will be removed as part of the agreement.

Tom Gibbons from Lamar Outdoor Advertising addressed the council, explaining that the billboard would display images for eight seconds at a time, a standard established by federal regulations based on studies indicating that drivers typically glance at billboards for only 1.3 seconds. This rapid change has raised concerns among council members and residents about the potential for increased distractions for drivers.

Council member Miss Ross expressed apprehension about the implications of allowing this billboard, questioning whether it would set a precedent for more digital signs along the interstate. She highlighted the need for careful consideration, noting that the current standard for changing images on electronic signs is 15 seconds. Residents voiced similar concerns, emphasizing safety and aesthetics, particularly regarding how the sign might distract drivers.

In response to safety concerns, Gibbons assured the council that the billboard would comply with lighting regulations, automatically dimming at night to avoid excessive brightness. He also confirmed that the billboard would be capable of displaying emergency alerts, with a response time of one to two minutes for urgent notifications like Amber Alerts.

The council ultimately voted on the proposal, with a majority in favor, despite ongoing concerns about the potential proliferation of digital billboards in the city. The decision marks a significant step in North Little Rock's approach to digital advertising, balancing economic interests with community safety and aesthetic considerations.