(A) Installation of a new electronic variable messaging sign, or the conversion of a permitted non-digital sign to a digital sign, requires the issuance of a zoning permit. The addition of any digital display to a nonconforming sign is prohibited. Zoning permits may be revoked for any illuminated signage installed without first obtaining all required building and electrical permits and inspections from Gaston County.
(B) Location.
(1) Electronic variable messaging signage must be located a minimum distance of 25 feet from any street or highway intersection and a minimum distance of 150 feet from any residential zoned area.
(2) EVM signage located within the B-3 zone requires approval by the Board of Alderman in addition to the requirements outlined in this section.
(3) EVM signage shall not be located within a sight distance triangle as defined by NCDOT on properties abutting a state road, or as defined by § 153.012 on properties located along local roads.
(C) Appearance.
(1) Height. Message center signs and digital displays shall have the same height limits as other permitted signs of the same type and location.
(2) Size. Detached electronic variable messaging signage shall not exceed 50 SF in size. Attached EVM signs are restricted to a maximum size of 20% of building facade width x 10 feet, or 60 SF, whichever is less.
(3) Brightness. Message center signs and digital displays are subject to the following brightness limits:
(a) During daylight hours between sunrise and sunset, luminance shall be no greater than 5,000 nits.
(b) At all other times, luminance shall be no greater than 250 nits.
(c) Each sign must have a light sensing device that will automatically adjust the brightness of the display as the natural ambient light conditions change. To comply with the limits set here within.
(D) Message duration. The length of time each message may be displayed on a message center sign, digital display, or tri-vision board sign shall be ten seconds minimum.
(E) Public service announcements. The owner of every message center sign and digital display shall coordinate with the local authorities to display, when appropriate, emergency information important to the traveling public including, but not limited to Amber Alerts or alerts concerning terrorist attacks or natural disasters. Emergency information messages shall remain in the advertising rotation according to the protocols of the agency that issues the information.
(F) Type-specific regulations.
(1) Digital display signs are subject to the following regulations in addition to all other requirements established in the town's sign ordinance.
(a) Area. When used as an on-premises sign, digital displays shall not exceed more than 30% of the total sign area permitted on the site.
(b) Maximum number per property. Where permitted, one digital display sign is permitted per property
(c) Message display.
1. Any digital display containing animation, streaming video, or text or images which flash, pulsate, move, or scroll is prohibited. Each complete message must fit on one screen.
2. One message/display may be brighter than another, but each individual message/display must be static in intensity.
3. The content of a digital display must transition by changing with no transition graphics (e.g., no fade-out or fade-in).
4. Default design. The sign shall contain a default design which shall freeze the sign message in one position if a malfunction should occur.
(2) Message center signs are subject to the following regulations, in addition to all other illumination requirements established in the town's sign ordinance.
(a) Area. When used as an on-premises sign, message center signs shall not exceed 50% of the sign area for any one sign, and shall not exceed more than 30% of the total area for all signs permitted on a property.
(b) Maximum number. Where permitted, one message center sign is permitted per street frontage, up to a maximum of two message center signs per property.
(c) Message display.
1. No message center sign may contain text which flashes, pulsates, moves, or scrolls. Each complete message must fit on one screen.
2. The content of a message center sign must transition by changing with no transition graphics (e.g., no fade-out or fade-in).
3. Default design. The sign shall contain a default design which shall freeze the sign message in one position if a malfunction should occur.
(G) Electrical standards.
(1) The electrical supply to all exterior signs, whether to the sign itself or to lighting fixtures positioned to illuminate the sign, shall be provided by means of concealed electrical cables. Electrical supply to freestanding signs shall be provided by means of underground cables.
(2) The owner of any illuminated sign shall arrange for a certification showing compliance with the brightness standards set forth herein by an independent contractor and provide the certification documentation to the Town of Dallas as a condition precedent to the issuance of a sign permit.
(Ord. passed 11-3-1970; Am. Ord. passed 7-3-1972; Am. Ord. passed 6-12-2012; Am. Ord. passed 7-9-2019; Am. Ord. passed - - )