The billboard, which required variances for sign type, dual uses on one site, and height exceeding the maximum allowed, was a focal point of concern among board members and the public. Notably, the board voted in favor of the billboard, with the attorney authorized to draft a resolution for the approved construction, signaling a move that may influence the town’s landscape and zoning practices.

The revised billboard dimensions were brought down from an initial 16 ft tall by 60 ft long to 14 ft tall by 48 ft long, with a height decrease from 55 ft to 54 ft. The foundation was planned within an existing landscaped island.

Board members engaged in a discussion about the billboard’s placement and its impact on the surrounding area, including the potential for driver distraction. A traffic expert provided testimony on the billboard’s safety measures, such as regulated illumination levels and an 8-second message display interval to minimize driver distraction. The sign’s visibility from various directions and its positioning relative to power lines and existing signs were also thoroughly examined.

The testimony from John Chadwick, the project planner, highlighted the commercial nature of the highway and the high density of signs expected in the area. He also sought to reassure the board about the billboard’s safety, noting that habitual drivers could screen out unnecessary visual information and that the area did not have a higher density of accidents than the state average. Chadwick also underscored the public service benefits of the billboard, which could display emergency messages and public announcements.

The board discussed in detail the criteria for sign application approvals, focusing on the site’s compliance with zoning regulations. There was a debate on the visibility of the billboard from nearby residential areas, with concerns raised about its impact on the landscape and the existing clutter of signs along Route 46. Board members probed the possibility of adjusting the sign’s position to minimize visual impact and ensure compliance with the setback requirements.

Public interest was evident as Frank Cahill, a Chamber of Commerce member, voiced support for the billboard, citing the importance of public service announcements. Board members and the public inquired about the types of messages to be displayed and the need for content guidelines to regulate the sign’s messaging.

The board’s decision was not without reservations, as some members expressed concerns but ultimately recognized the practical need for such advertising structures in commercial zones. The meeting also addressed administrative changes, including the swearing-in of new board members Dave Kaplan, Chris Mazarella, Loretta Gragnani, and Santosh Peddi, and the nomination of Robert Iracane as chairman and Dave Kaplan as vice-chair.