A battle by Richland County Council to keep electronic billboards out of unincorporated parts of the county might soon be over with opponents of the signs on the losing end.

Lamar Advertising, a national billboard and sign company, has coaxed Lexington County and the City of Columbia into changing their ordinances to permit digital billboards. But Richland County has fought to keep them out, enacting a moratorium in 2001 on putting up more billboards in Richland, including digital signs.

But during last year’s County Council elections, some council members “reassessed” their opinion of the signs after talking with Lamar, says Councilwoman Kit Smith, and the advertiser might finally have the votes it needs.

“At the moment the vote looks to be 7-4 in favor of allowing the signs,” Smith says.

On June 2, County Council voted 7-4 on first reading to approve an ordinance supported by Councilman Jim Manning to allow the signs.

The council sent the ordinance to the county’s Planning Commission for further review. The Planning Commission is scheduled to take it up July 6. After that, the ordinance could be back in County Council’s hands for final approval, which requires a public hearing and two more affirmative votes by the council.

If that happens, electronic signs would replace some traditional billboards and no new signs would be constructed in unincorporated Richland.

“It’s a divisive issue with strong opinions on both sides, but my support stems from the benefits to businesses and law enforcement,” Manning says.

Smith opposes the signs because she says they hurt property values and have a moth-to-flame effect, leading to driver distractions and accidents.

She cites a 2008 Federal Highway Administration study to support her position. The report is based on 29 independent research papers from the past 25 years that studied driver distractions caused by electronic billboards.

The study shows that given the multiple factors drivers must focus on, the introduction of digital billboards has led to an increased number of accidents in some areas.

Manning says he has read the report and finds it inconclusive.

Scott Shockley, general manager and vice president of Lamar Advertising of Columbia, says he thinks in-car distractions cause more accidents than billboards.

“We helped make the council better aware of the risks and benefits and what the product can and can’t do,” Shockley says of digital signs.

He notes that electronic billboards have proven beneficial in spreading Amber Alert and Crime Stoppers information.

To enlist legal counsel and help make its case, Lamar hired Steve Benjamin, a local attorney who is considering running for mayor of Columbia.

“Reasonable people can see the same issue two different ways, but the data doesn’t bear out the safety [concerns],” Benjamin says.

As for his business with Lamar potentially influencing his political priorities, Benjamin says it won’t be an issue.

“My duties are as a lawyer and an advocate, nothing more,” he says. “None of my business with Lamar will have any influence on the issues I focus on should I decide to run for mayor.”

Smith says she has the information and people on her side but not the votes. — NM

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