The proposal for the digital billboard was driven by Tor Anderson, the owner of Anderson Farm, who emphasized the need for the sign to help stabilize income amid challenging farming conditions. Anderson detailed his farm’s community involvement, underscoring its significance in Sparta through initiatives like donating meals for Thanksgiving and running a “Love Thy Neighbor” soup program. He argued that the digital billboard would not only support his business but also provide a platform for local businesses to advertise and for the township to broadcast emergency messages and announcements.

Anderson’s application sparked a wide-ranging discussion among board members and experts. Mr. Crush, a billboard controller, provided insights into the advantages of having access to affordable advertising options for local businesses, contrasting the presence of national ads dominating existing billboards in the area. Crush emphasized that the proposed sign would integrate community needs by offering instantaneous message changes and supporting local economic development.

Concerns about light pollution and the impact on the rural character of Sparta were prominent in the discussion. A newly elected council member voiced opposition, fearing urbanization akin to more densely populated areas like Paramus. They highlighted the importance of preserving the town’s rural essence and questioned the compatibility of digital signage with the community’s character. This sentiment was echoed by others, who inquired about alternative traditional signage options and the potential for light pollution from the proposed LED sign.

Donna Holquist, a professional planner, provided testimony supporting the sign’s placement, citing its potential to enhance communication without disrupting the local environment. She presented an exhibit detailing the location’s dual frontage and described the site as preserved farmland. Holquist argued that the sign would serve as an electronic message center rather than a traditional billboard, offering benefits such as reducing visual clutter and enhancing communication for local events.

The board attorney advised the applicant on technical aspects, including the need to confirm the sign’s placement relative to the right-of-way line of Route 15. He also stressed the importance of adhering to conditions on brightness adjustments and addressing potential malfunctions promptly.

Public input was limited but significant. Local business owner Tom Sconemaker expressed support for the sign, arguing that it would attract attention from motorists and direct them to local businesses, thus serving a public purpose. However, the board attorney reminded attendees that financial considerations of businesses are not factors in variance decision-making.

As discussions ran late into the evening, board members decided to defer the vote on the application, allowing more time for examination and additional visual representations of the proposed digital sign. The meeting concluded with the board agreeing to reconvene on January 8, 2025, to further deliberate on the matter.

Beyond the digital billboard discussion, the meeting included routine proceedings such as the memorialization of several resolutions for variance relief applications, all approved unanimously without debate. These resolutions pertained to applications from Arona Realty Corporation, Eric and Allison Earler, John Randy Earl, and Ryan and Christen Flynn. Additionally, a public hearing for the Sussex County Charter School application was carried to a later date.