WEST SPRINGFIELD – A Billboard Overlay District may be implemented in the retail section of Riverdale Street, and on the industrial land near the Holyoke city line.

During a Town Council meeting on Feb. 16, Town Attorney William Fennell presented a petition for a zoning ordinance and map amendment to establish electronic billboards that would encompass the following properties: 78-242 Interstate Dr.; 885-1105 Riverdale St.; 1309-1537 Riverdale St.; and 864-1068 Riverdale St.

The intended purpose of this overlay district, based on the petition, is to manage the “placement, operation, and maintenance of billboards.” The petitioner of the project is Tom McNulty of Rogers Avenue, along with 19 other registered voters.

“We spent some time looking at areas that were manageable and feasible for this,” said Fennell. “We avoided residential areas, and frankly came to the heart of the commercial district, which we think is the most sensible proposal.”

According to Fennell, these sections are the perfect place for electronic billboards because Riverdale Street features some of the heaviest traffic in town, which means a large population would see them.

“We thought in the central retail business district that the placement of billboards would actually benefit, not only the folks in that area, but the community at large,” said Fennell.

By state law, no billboard is allowed within 500 feet of a highway ramp, and no digital billboard will be allowed within 1000 feet of an existing billboard, according to Fennell.

No billboard will be allowed in the vicinity of a cemetery, either.

Fennell argued that the billboards can benefit the community by providing important health information for COVID-19, as well as providing safety information with regard to amber alerts or other public safety announcements.

Economically, these billboards could benefit businesses that are coming out of an economic crisis due to the COVID-19 pandemic, according to Fennell. The billboards can also contribute anywhere from $750,000 to $1 million in tax revenue for the city of West Springfield. The billboards would be 250 square feet in size.

“Nobody has one placed on their property without their expressed desire to have one,” said Fennell.

There are also a series of limitations that affect where a billboard can be placed within the desired zone. According to Fennell, if there is a tree or other type of vegetation in the way, then a billboard cannot be built in that area. Sometimes, the owner of the retail property may not want a billboard near their area. Site feasibility is also a possible problem within the proposed overlay district.

“When you balance the burdens and the benefits, clearly the benefits outweigh the burdens,” said Fennell.

Several citizens wrote into the council to express their concerns with regard to an electronic billboard district. Many of these residents argued that billboards will cause even more traffic congestion, and may even increase accidents on Riverdale Street due to lack of concentration on the roads. The residents who wrote in also believe that the billboards will only benefit property owners in these retail areas, rather than the residents themselves.

City Councilor Michael Eger echoed the concerned residents’ perspective. According to Fennell, the text on billboards in the state of Massachusetts refreshes and changes every 10 seconds.

Eger argued, “I would be OK with a shorter interval,” also noting, “I think that the rapid changing of the billboard, especially when there’s a lot of text on it, is the most distracting element of it. It draws your eyes to the billboard.”

According to Fennell, there are significant regulations and limitations on how and where a billboard can be constructed in Massachusetts. The proposed construction of a billboard must comply with the zoning ordinance, and plans for a digital billboard must be submitted to the city’s building commission. If the plans comply with the city’s ordinance, then a permit will be issued for the construction of the billboard. Once they receive the permit, the owner must then approach the planning board with their official blueprint.

An owner has to be a part of a company that is a licensed billboard business. There are a number of federal regulations that must be considered, as well.

“These are highly-regulated events,” said Fennell. “It’s not simply somebody says, ‘I’m going to put one up.’ They would be subject to extensive regulation.”

A vote, along with further discussion on the topic, will occur during the city council’s March 1 meeting.