Despite — or possibly because of — interest in electronic signs in Park Ridge, the city isn’t budging on its ban.
Electric digital signage is currently prohibited in the dense community, and despite months of talks and interest by the park district, city leaders fear that giving the park district permission to install electric signage to promote its programming will only lead to more requests. In a town where people live very close together, elected officials worry the lights would bother residents.
Community Development Director Drew Awsumb periodically brings various topics before the board for review, and electric signage has been one such topic the board has been looking into. They discussed allowing signs last October and then again in December and January.
Park District Executive Director John Shea attended the Park Ridge Committee of the Whole Council meeting May 18 to plead his case, and he argued that the district’s existing signage, banners at the corner of Western and Touhy advertising district activities, is outdated.
“If it doesn’t work, we can cover it up and do something different,” he told the board. Shea pointed out that other communities have similar electronic signs for public facilities.
“It’s something we think would help increase our marketing awareness,” he said.
The mayor doubted it would even do that. Mayor Marty Maloney said everything he’s read on the issue suggests electric signs are essentially white noise, ignored by motorists. Alderperson Joseph Steinfels agreed and suggested that e-mail and direct social media marketing are far better at attracting eyeballs.
“I don’t think it’s as necessary as it’s made out to be, and the risk is too high,” said the mayor. “I know I don’t have a vote yet … but I remain firmly against this. I think it’s a bad decision for the future of the town.”
One woman from the public spoke out in support of relaxing the ban, and Alderperson Mwende Lefler said she didn’t have a problem with electric signs. But she was alone on the board with that take.
One resident, Missy Langan, who is a longtime board watcher, said she’s been following the debate and doesn’t see the benefit.
“I haven’t heard overwhelming evidence as to how this is going to benefit us as a city,” she said. Langan also shared the mayor’s fear that allowing the park district to have signs will eventually push open the door to allow everyone to have signs.
“While you may think you managed to get it just right, the next entity comes in, and the door is open,” she said.
Alderperson Lauren Rapisand noted that while the park district’s signs at Western and Touhy aren’t next door to residences, other public facilities are.
“All the schools are buried in neighborhoods,” she said. “I do think the potential issues and concerns that come from lit signs in dense neighborhoods does give me pause.”
Community Development Director Awsumb said he’d heard enough.
“The consensus is leaning towards no,” he said.
Jesse Wright is a freelance reporter for Pioneer Press.
