The proposal for the digital billboard on Riverside Avenue took center stage, with the applicant’s attorney, Jennifer Cricco, outlining the modernization plan. The conversion from a static to a digital billboard was argued to benefit public safety and local businesses through timely messaging and advertising opportunities. Concerns were raised regarding the billboard’s visibility and impact on residential areas, prompting the applicant to propose narrow view technology to mitigate the sign’s visibility from specific angles and to restrict operation hours to minimize disruption.

The amended application for a property on M Street, represented by Andrew Comey and attorney Dante Alfery, was a subject of detailed examination. The proposed modifications included the addition of a microbrewery and adjustments to the parking area, which sparked debate over the functionality and potential for door dings given the tight space constraints. The board’s scrutiny of the application underscored their commitment to ensuring the necessary requirements were met.

Additionally, a discussion on the dismissal of applications for a property on Barry Street and Bridge Avenue led to resolutions for their termination. Christine Fone, a professional planner, testified about the necessity for a D variance for floor area ratio (FAR) for a straightforward application, and the board granted an extension of time for the permits, reflecting on the previous extension obtained in 2019.

The board also addressed an application for a property on Riverside Avenue LC, which had seen multiple adjournments since February 2nd, 2023. The board’s diligence was highlighted as members, including Anne Torre, Paul Cagno, Gene Horowitz, and Ben Yuro, certified they had reviewed prior meeting tapes to ensure informed participation in voting, as required by New Jersey law. Board chair Raymond Mass and attorney Kevin Kennedy recognized the importance of thorough understanding and procedural clarity in board decisions.

The meeting progressed with the marking of exhibits and testimonies from board engineer Edward Herrman and director of Planning and Zoning Shawna Ebanks, providing insights into the technical and legal complexities of the billboard application. The applicant’s commitment to improving the borough’s advertising landscape was evident, with a pledge to remove six static billboards in exchange for the digital upgrade.

Technical testimony focused on the size, height, and positioning of the digital billboard, which saw a reduction in square footage and a lowering of height from the previously proposed dimensions. The applicant also detailed the LED technology that would significantly reduce the visibility angle and the cone of vision.