Current through February 26, 2024
(1) PURPOSE. The purpose of this section is
to set standards for the use of signs whose messages may be changed by
electronic process in accordance with
23 USC 131(c) (3)
and (j), and ss.
84.30(3) (c) and
(4) (b), Stats.
(2) DEFINITIONS. In this section:
(a) "Activities conducted on the property on
which the signs are located" has the meaning provided in s.
Trans
201.19(2).
(b) "Message" means anything displayed on a
sign, including copy, art animations and graphics.
(c) "Multiple message sign" means an outdoor
advertising sign, display or device whose messages are on triangular louvered
facings and are changed by electronic rotation of the louvers.
(d) "Public service information" means a
message on an electronic sign which provides the time, date, temperature,
weather, or information concerning civic, charitable or other noncommercial
activities.
(e) "Segmented message"
means any message or distinct subunit of a message presented by means of at
least one display change on a variable message sign.
(f) "Traveling message" means a message which
appears to move across a variable message sign.
(g) "Variable message sign" means an outdoor
advertising sign, display or device without moving parts whose message may be
changed by electronic process through the use of moving or intermittent light
or lights.
(3) VARIABLE
MESSAGE SIGNS. Signs authorized under s.
84.30(3) (c) and
(e), Stats., may consist in whole or in part
of a variable message sign subject to all of the following restrictions:
(a) Signs erected under s.
84.30(3)
(c), Stats., may be used only to advertise
activities conducted on the property on which the signs are located or to
present public service information.
(b) Signs erected under s.
84.30(3)
(e), Stats., may be used only to present
public service information.
(c) No
message may be displayed for less than one-half of a second.
(d) No message may be repeated at intervals
of less than 2 seconds.
(e) No
segmented message may last longer than 10 seconds.
(f) No traveling message may travel at a rate
slower than 16 light columns per second or faster than 32 columns per
second.
(g) No variable message
sign lamp may be illuminated to a degree of brightness that is greater than
necessary for adequate visibility. Signs found to be brighter than necessary
for adequate visibility shall be adjusted by the person owning or controlling
the sign in accordance with the instructions of the department.
(4) MULTIPLE MESSAGE SIGNS. Signs
authorized under s.
84.30(3) (c) and
(e), Stats., may consist in whole or in part
of a multiple message sign subject to all of the following restrictions:
(a) The louver rotation time to change a
message shall be one second or less.
(b) The time a message remains in a fixed
position shall be 6 seconds or more.
(c) During an appeal under s.
84.30(18),
Stats., or any other litigation with the department concerning a multiple
message sign, the person owning or controlling the sign shall place the louvers
in a fixed position and may not rotate them until a final decision has been
rendered.
A multiple message sign as defined in s. Trans 201.15(2) (c)
refers to the sign known in the outdoor advertising industry as a trivision
sign, and a variable message sign defined in s. Trans 201.15(2) (g) includes
the device known in the outdoor advertising industry as a commercial electronic
variable message sign.
