Comments from Jim Hogan - ENDEVCO

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A 20” high letter can be read for 1000’ and a 40” letter for 2000’. Therefore multiple lines ofcopy, logos and advertisings on all of these four (4) locations can easily be read on each sign atthe same time from most any point on, or around the corridor. These LED faces are anapproximate 14’ high matrix screen that can display a small word, acronym and, or logo 14’ highreading over 1.5 miles away depending on lighting systems and visibility conditions. Thesesystems do not have the type of illumination or power of the Incandescent Lamp ChangeableMessage Systems on top of buildings to reach these distances, however the LED Digital ChangingMessage Display will reach 1/2 to 3/4 of a mile in various conditions. These are very powerfuldisplays to be located no more than a 1000 feet apart and certainly not polarized into groups incertain areas.It would probably be wise to perform a test demonstration having Clear Channel set up a testmessage on one of their LED Digital Changing Message Displays close by on either Park at CollinsRd. or on Blanding just North of Collins Rd. It should be one that uses a 14 foot high logo or fullscreen height and an acronym of the company in near full screen height beside it. It should beyellow copy on a black background for maximum contrast and reach. It will be seen with otheractually paid for advertising messages. It needs to be viewed both day and night for effect fromvarious distances as far back as visible. This will allow everyone to see the full range of messagepotential that can be projected with up to four (4) around the Orange Park Mall.The State of Georgia, who is much more lenient on outdoor billboard spacing than Florida, has a500 foot separation between standard billboards on state roads and interstates as compared toFloridas 1000 to 1500 feet, however, I've been told Georgia has a 5,000 foot separationrequirement for LED Digital Changing Message signs on all state roads, as Blanding, as well asinterstates! I’m not advocating a 5,000 foot separation but minimally we should be using theFlorid State’s DOT 1500 foot separation for interstate billboards everywhere in Clay County,which would solve many problems. It is already in force on I-295 between two Clear Channellocations.This separation would solve another huge problem. Who decides who fairly gets first choice ofthe best locations as the large companies polarize around the best areas and smallercompetitors for better exposure and the ability to absorb competitor’s customers. At a 1000foot separation there will be a virtual Gold Rush for the best sites and other company’scustomers.Additionally, the problems of separation, Gold Rush for locations and who makes the choicesbetween companies getting first choice can be solved by requiring replacement displays andstructures to be built on one of the existing old sites being swapped out.If you chose a 1000 foot separation on the same side of the street you will have a lot of citizencomplaints as displays polarize into certain areas. A 1000 foot separation on the opposite sideof the street will not be much different because the displays are so dominant, somethingeveryone needs to think about. If there is no control on the opposite side or the street youcould be faced with two almost directly across from each other, which would probably beoverwhelming.Another important factor to consider is the 10 foot setback and 50 foot height. As previouslydescribed these displays are unique and need to be minimally 50 feet high above the crown of4
the road, however, not using almost the same set back of 5 feet as a standard business signagethat may also be a lamp or large LED Digital Changing Message Display. They will tend tooverlap and create visual proliferation due to road elevation changes, curves, site angles, plusbuildings and trees. The business sign can be 40 feet tall and easily 20-30 feet long blocking thebillboard as well as the billboard blocking the business sign. They need to use a minimal 20 footset back behind the property line making them further back than business signs as I have donewith my display.Consideration must be given to the future. Clay County will grow and with that will comedemand for more LED Digital Changeable Message Displays. How do you chose who gets toparticipate and who does not, or who get first choice? What happens if your stuck on a 1000foot separation and realize it is a mistake? Do the displays if approved at a 1000 feet separationby this ordinance become nonconforming?I'm sure if you compare my changing message display during the day or night versus a DigitalChanging Message Billboard Display you will see that it is far less powerful, or brighter orattention getting than a digital. It should have the same privileges as the LED Digital MessageDisplay including being classified as a legal conforming Changeable Message Display that can beupgraded to newer technology; after all the LED Digital Display is 35% larger, 25% taller thanthe present ordinance and draft allows and much brighter than other billboards....................RESEARCH AND FINDINGS....................Note: this is an information gathering section and some of the material will repeat, howeverthere are usually added points to consider that are not in the previous section.INTRODUCTION:Billboards or Outdoor Advertising Displays are uniquely different. Although categorized as anoff-site or off-premise sign together with the on-site or on-premise business sign it is more thana sign. It is uniquely an independent business competing with other billboards. It requires noother structure, parking, access equipment or personnel on site to operate. The unit with thebest location, site lines, traffic flows, directional information capability and overall exposure willdominate yielding greater results. Therefore, in many ways it must be thought of with in adifferent context at many levels other than just a sign.1. There are only about 34 double faced billboards in Clay County. Clay County has very fewbillboards due to prohibition per an earlier 1990’s ordinance. For example on Blanding Blvd. forabout 13 miles between Middleburg and the Duval County line there is approximately 25displays, or less than one (1) billboard per mile on either side of the road and only about twoare closer than 1000 feet apart. Additionally, there are two (2) billboards on I-295, two (2) onPark/SR 17, one (1) small unit on Wells Road and two (2) standard sized units on Kinsley Avenue.5
Page 1 and 2: (REVISION IV)INTRODUCING ELECTRONIC
Page 3: conforming and upgrading as necessa
Page 7 and 8: ighter signs. Agreed that on-site b
Page 9 and 10: 15. Digital Displays are very domin
Page 11 and 12: fairly introduce the new Electronic

Comments from Jim Hogan - ENDEVCO

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