An organization of Miami’s downtown residents is petitioning the city to throw out a proposal that would see the skyline illuminated with 45 new digital billboards.
Last week, concerned citizens urged the Miami City Commission to vote against changes to the zoning code that would allow for digital murals. The item was deferred by the city manager until after the commission’s summer recess, but if adopted, LED billboards up to 10,000 square feet could rise in 45 locations across Miami’s five districts. Video
The ordinance first appeared on the commission agenda in June, sponsored by Mayor Francis Suarez. Now set to be heard Sept. 28, the proposal drew criticism from residents who worry light pollution from the digital signs will harm their property values and overall quality of life.
The proposed amendment updates the city code to include digital technology signs under the mural ordinance originally adopted in 2008. It would allow digital murals up to 10,000 square feet, with no more than 45 permits issued at any one time and no more than 25 in a single commission district.
During the day, maximum brightness levels are capped at 5,000 nits, a unit of measurement that refers to the amount of light emitted from a surface. From sunset to sunrise, brightness would be limited to 500 nits. The allowable luminosity is a major concern for residents, who worry the signs will light up their residences like Times Square.
“We are particularly concerned with the maximum levels of brightness allowed for these LED murals. While we are not experts, it is our understanding from cursory research that the maximum brightness of 500 nits proposed in the ordinance for nighttime displays would illuminate the inside of apartment units hundreds of feet away from the billboard with the approximate brightness of several HDTVs,” reads a letter from the Downtown Neighbors Alliance.
At the July 27 commission meeting, alliance vice president Alexa Ledezma noted that the city’s proposed nighttime illumination exceeds recommendations from national groups that advise on billboards.
The Outdoor Advertising Association of America guidelines state that nighttime readings should not exceed 350 nits, with LED brightness usually about 5% of full power. Miami’s proposed 500 nits at night are 10% of the 5,000 daytime maximum, double the recommendation.
Furthermore, a 2014 report on digital sign brightness published by Scenic America said that a nighttime luminosity limit of 150 nits in brightly lit urban areas is sufficient.
“During the nighttime hours, a luminosity limit of 150 nits will provide a surface brightness for digital signs which is comparable to the nighttime signage which is widespread across this nation, and is in line with the sign illumination level recommendations of the Illuminating Engineering Society of North America,” the report says.
Commissioner Manolo Reyes joined in during public comment, adding that he had requested the city administration to study light pollution to see how the illuminated billboards would affect surrounding neighborhoods.
“I asked a couple of times about that study and I have not received anything. As a matter of fact, the company that is proposing this I believe has not met with the neighbors, and that is inexcusable because the neighbors are the ones that are going to be suffering,” said Mr. Reyes.
Commissioner Sabina Covo stated for the record that she is against the item, which she said affects her district exponentially.
Commissioner Joe Carollo requested an additional study on how the billboards would monetarily impact the city. “There is a major concern from some in the industry that this is going to overall bring more billboards … and therefore, the more you have, the less you can charge,” Mr. Carollo said. Several comments were made about the organization pushing for the billboards. While it is unclear who the group is, downtown alliance President James Torres noted the entity was not present at the planning, zoning and appeals board meeting a few weeks ago, which voted down the proposal 10-0.
Ms. Ledezma also said digital murals could pose a public safety risk during heavy rain and wind-producing weather. Under the current code, all murals must be removed within 24 hours of the National Weather Service issuing a hurricane warning. The new proposal would exempt fixed digital murals from that requirement.
Mr. Torres presented commissioners with a petition opposing the ordinance, signed by over 1,700 residents living in Miami’s downtown core. “Imagine downtown along with our beautiful bay and open spaces being cluttered with bright, digital billboards and residents’ quality of life being disrupted,” Mr. Torres said. “We urge you to look beyond the allure of the short-term gains and consider the long-term impact of your decision.”
We just can not put ourselves in front of a screen more! God forbid we have one second of life without the blaring screen. No mention of the extreme distraction to drivers. You know how some of these people get around a TV screen. They become zombies fixated. I guess that is what the advertiser wants but the guy driving behind the zombie probably won’t appreciate it. We are becoming a mad and crazy society of absolute garbage. LED screens polluting our waterways now too. We can’t enjoy something beautiful. We need to trash it up with non stop advertising. There are no values anymore, unless materialism is a value now. Sad Sad world.
Billboards are disgusting. No residents want them. We are told billboard companies lead by a disgraced ex-Commissioner funnel money to the elected officials who promote this disaster.
LED billboards change ads every 6 to 8 seconds. They are only created to distract residents and drivers. The LED glare goes through curtains of residents windows. Billboards make tourists think Miami is more third world than it is. Billboard companies buy votes from politicians AKA elected officials. Mayor Francis Suarez is the sponsor of this new legislation? Isn’t he running for Trump’s old gig? Dude needs campaign money, right?
Marc Sarnoff is the lobbyist who works for billboard companies. Which politicians take money from billboard companies? Voters should pay attention?
“Sponsored by Mayor Francis Suarez…” If there was ever a politician who was only running for elected office to get rich it would be Francis Suarez.
I am unable to think of a single benefit of being targeted by advertisers. This is after more than 70 years on earth, traveling the globe, and having been born in Miami. Must the night sky – or the beautiful clouds that form our daytime mountains – be monetized? If so, must we all be subjected to it?
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