The Portland City Board of Adjustment convened on November 6, 2024, to discuss a variance request from Al Willeford Chevrolet concerning the square footage of an existing free-standing sign located at 1603 US Highway 181. The meeting began with a detailed presentation on the scientific basis for sign visibility, referencing a study from the United States Sign Council (USSC).

The discussion highlighted the importance of sight lines and lateral offsets in determining the appropriate height and area for signage. The presenter explained that calculations based on a 10% sight line indicated a recommended sign height of 71 feet for southbound traffic and 111 feet for northbound traffic. The study also suggested that the sign area should range from 200 to 580 square feet, with the current proposal of 225 square feet being significantly below the maximum recommended size.

The presenter emphasized the need for increased visibility due to changing demographics in Portland and acknowledged the city's existing sign ordinances. They expressed respect for these regulations while advocating for the variance to enhance marketing exposure.

Following the presentation, the Board of Adjustment moved to consider the variance request. The chairwoman noted that the unified development ordinance outlines three tiers of criteria for evaluating such requests. The board reviewed the applicant's responses to these criteria, which were included in the meeting packet.

After confirming there were no public comments received, the board proceeded to a vote. A motion was made to find that at least one of the variance criteria applied, which was seconded and moved forward for consideration.

The meeting concluded with the board's acknowledgment of the complexities involved in balancing marketing needs with regulatory compliance, setting the stage for further deliberation on the variance request in future sessions.