Jerod Blankenship addressed the Planning and Zoning Commission (P&Z) in June about erecting a digital billboard on a property just east of the former Figo’s Mexican Restaurant. The property where the billboard will be located is zoned B-1 commercial. He told the P&Z the billboard would advertise for various businesses, not just local but potentially businesses across the state. He added that his billboard would meet MoDOT standards and that the flashing message would change no less than every eight seconds.

Gerald city codes define a billboard as, “A sign which directs attention to business, service or commercial activity offered elsewhere than on the same lot.” City codes only allow billboards to be erected on Industrial or Agricultural zoned properties.

P&Z tabled the request in order to gather more information.

Blankenship returned to the July P&Z meeting. He was informed he would need to have the property rezoned or apply for a variance in order to erect the sign. Either path would require a public hearing. P&Z offered to hold a special meeting to speed up the process when he decided which way he wanted to go.  The commission voted their approval of the plan in whichever way Blankenship decided to move forward.

Building Inspector Phil Pilgram says he told Blankenship to go ahead with his plans. Pilgram (and city hall) issued the building permits for the billboard and a small building on the same property.

In a later meeting with the Board of Aldermen, Pilgram told the board that in a previous job as an inspector he had been told he had latitude to interpret codes. He did not say whether such interpretation  applied to zoning codes or only building codes.

In any case, Gerald’s first billboard is being erected and will dominate the eastern skyline.

Many feel that the sign will be a modern improvement. Blankenship indicated he might donate advertising for local non-profits.

Others feel the flashing lights on the sign will mar the small town image they are trying to promote.

Neither of these opinions will be heard now in a public hearing.

Disclaimer: Linda Trest serves on the Gerald Planning and Zoning Commission.