Comments from Jim Hogan - ENDEVCO

conforming and upgrading as necessary to a level playing field. I shouldn't be penalized forhaving only one structure because the county prohibited new billboard construction in the past.Since we already are a Changing Message Display in the same family of signs and trying toaccomplish the same things as LED Digital Changing Message Displays we should be given thesame rights and privileges without all of the swap out ratios. The indexing or trivision displayscame after the incandescent lamp Digital Changing Message Displays to provide multiplemessage capability at one location, thus reducing the number of structures in a given area usinglow energy technology. Why should we be penalized for introducing the same benefits to thecommunity?.The 1000 foot separation between displays is not enough. Although it is the old countyseparation limit and the maximum saturation point allowed by the state, Clay County neverreached this saturation point before stopping the issuance of new permits. These new digitaldisplays are larger, taller, brighter, more attention getting and can be seen from a greaterdistance. For example, Blanding Blvd. between Middleburg and the Duval County line only hasabout (1) one billboard per mile on either side of the road. Park Avenue, or SR17 has only two(2) billboards for 14 miles between Duval County and below Green Cove Springs. Only two (2)in the county are within 1000 feet of each other or less.When you are trying to increase the number of displays in the county you would naturallyreduce the separation between displays. If you are trying to reduce the number of displays, asin this case, you would spread them out more. We are proposing the reverse by reducing thenumber of displays and also reducing the separation between them. This, for example, couldcreate four (4) changeable message displays on Blanding Blvd. at the Orange Park Mall all with inviewing distance of each other between the county line and the South end of the mall. Attachedare two maps demonstrating this. Additionally, a 5th large on-site unit could be added by themall who owns and operates a Changing Message Display at their other mall at the Avenues.Advertising is about Location, Location, Location. Billboard companies would like to locateDigital Displays in the highest commercial and trafficked areas in the county. Blanding Blvd.between the Orange Park Mall and I-295 is the busiest non interstate corridor in the county.Map “A” shows the two billboards in that area, mine and one by CBS, between the DuvalCounty line to the North and to the South end of the mall. It will stay that way if we establisheda 1500 foot separation requirement. Map “B” demonstrates what will occur with a 1000'separation. What happens if some are single faced or across the street from each other? Thiscreates the over proliferation, which is the opposite of the ordinance's intent. To have four (4)LED Changeable Message Displays all within sight of each other just between the county lineand the back or South entrance to the mall would be an unplanned surprise for everyone fromplanners to landowners, to the citizens of the community and even the owners and operatorsof the sign. THIS IS THE MAIN ENTRANCE INTO CLAY COUNTY. Four (4) double faced LED DigitalChanging Message Displays broadcast eight (8) advertising messages per face. That's a totalpotential of 54 advertising messages all within view of each other versus the present total ofeight (8) in the same area. This is more than overkill.3