The City of Orlando is proposing amendments to section 64.277 of the land development code to expand its digital billboard exchange program and eliminate the billboard replacement pilot program. The amendments aim to reduce static billboards in key areas while introducing new digital signage, with options for additional billboard bonuses along pedestrian-oriented streets. Staff recommends approval of this amendment based on its alignment with the city's growth management plan and overall goal of decreasing signage clutter.

1. Description of the Request:
Amend Section 64.277 of the Land Develop-
ment Code (Billboards and Other Offsite Signs)
to expand the Digital Billboard Exchange Pro-
gram and delete the Billboard Replacement Pilot
Program (Section 64.278).
Staff’s Recommendation:
Approval of the request.
SU M M A RY
Owner
N/A
Applicant
City of Orlando
Project Planner
Jason Burton
Staff Report to the
Municipal Planning Board
February 21, 2017
C H A P T E R 6 4 , P A RT 3
D I G I TA L B I L L B O A R D E X C H A N G E
L A N D D E V E L O M P E N T C O D E A M E N D M E N T
S TA F F R E P O RT
LDC2017 -00004
IT E M #7
Public Comment:
Staff posted this item on the city’s website, and placed
a classified ad in the Orlando Sentinel. No public com-
ments have been received as of the date of the Staff
Report.
Staff met with the two large stakeholders, Clear Chan-
nel and Outfront Media, regarding the program and
made adjustments as a direct result of the meetings.
Staff sent letters to all owners with billboards located
within the city telling them about the proposed pro-
gram and offering to meet with them for more informa-
tion. To date, no one has contacted staff .
Updated: February 14, 2017
Overview.
The City of Orlando’s continuing goal is to reduce sign clutter by adding new digital sign technologies when there is a poten-
tial benefit to reduce the overall signage clutter throughout the City. Staff is proposing an update to Section 64.277 of the
Land Development Code, Billboards and Other Offsite Signs, to create an expanded Digital Billboard Exchange Program and
the deletion of the expired Billboard Replacement Pilot Program (Section 64.278). This proposed expansion of our electronic
billboards specifically seeks a reduction of static billboards on several major thoroughfares and within the Downtown CRA /
Downtown view corridors; additionally, there are optional bonus provisions for billboards in specific pedestrian oriented
corridors (generally main streets).
History.
The GMP and Code prohibit “new billboard signs”; however, the city allows and regulates non-conforming and replacement
billboards (exchanges). In 2010, the city adopted a time limited program that allowed static replacements along expressways
and freeways that lasted a year (April 2010 to April 2011); it is time to delete that provision from the Code. Also that year,
the City adopted a Digital Billboard Exchange Program (Section 64.277). That program was a success in removing 69 faces
on 22 physical billboards that were traded to allow 8 new electronic billboards since 2010. As the provisions of this program
have exchanged all the billboards the market will react to, staff is proposing to update the program to entice further ex-
changes with enhanced provisions for placement on certain corridors and exchange ratios.
Existing Digital Billboard Exchange Program.
The current program allows exchanges via Planning Official determination at a 4:1 area ratio, where new billboards are re-
quired to have a 1,500-ft separation, maximum height of 40-ft from the crown of the adjacent street, a height limit of 65-ft
from ground level, area limitation of 670-sq. ft. along limited access roads, and a 400-sq. ft. area limitation along eligible
arterial roads (ref: 64.277- adopted April 2010). In order to consider further exchanges on view corridors, the City modified
a GMP Urban Design Policy in 2013, so staff could analyze enhanced billboard replacement programs along view corridors
to allow for further reductions. Other related sign code changes that have expanded the use of technology include:
 Downtown Special Sign District- large digital screens and small electronic signs (2009).
 Digital Highway Signs- Allow electronic on-site messages (400-sq.ft., 30-ft maximum height) along limited
access road to consolidate potential on-site signs (2016).
AN A LY S I S

2. LDC2017-00004—Chapter 64, Part 3Page 2
Proposal.
In order to allow for further digital billboard exchanges, it is proposed that Section 64.277 be modified to allow exchanges on
the below identified corridors where at least 50% of the traded sign faces come from that particular corridor (see map):
1. Downtown Orlando CRA/Downtown View Corridor Zone. Allow construction within this particular view shed on
developed sites, to require architectural integration through ARB major review process.
2. Colonial Drive East (CRA line east to City limit)
3. Colonial Drive West (CRA line west to City limit)
4. OBT Corridor (South of Colonial Dr. to City limit)
5. North John Young Parkway (WD Judge Road to north of OBT)
6. International Drive/South Kirkman/Sand Lake/Conroy Rd.
7. Semoran Blvd (City limit south to Beachline Expy.)
To date, only pieces of some of these corridors are eligible for exchange (e.g. Semoran Blvd). Making these entire corridors
eligible will both allow for the overall reduction on a particular corridor, but and reduce billboard clutter throughout the City.
Additionally, the Downtown CRA area and view corridors have been “off-limits” to exchanges to date. With the 2013
change to the GMP, we are now proposing that such areas become eligible for exchange, which will result is less billboards
on this area overall, while allowing for new digital technologies that match this urban environment.
Billboard Bonus
In addition to the typical 4:1 ratio for exchange, it is proposed as an option that certain billboards located along the City’s
pedestrian oriented main streets be eligible for a 3:1 ratio in order to create a more pedestrian-oriented urban environment.
Thus theoretically, two billboards could be exchanged on one of the above corridors, with one other of these pre-identified
billboards to result in a successful exchange (so long as the square footage of all billboards involved are equal). The pro-
posed addresses of these “bonus” billboards are:
 2601 Delaney Avenue
 2702 S Orange Avenue
 1508 E Michigan Street
 2912 Edgewater Drive
 6110 Edgewater Drive
 201 N Bumby Avenue
 665 N Primrose Drive
 717 N Mills Avenue
 1001 N Mills Avenue
 1349 N Mills Avenue
 2720 E Robinson Street
 4435 Curry Ford Rd
 3500 Curry Ford Rd
 3501 Columbia Street
These areas are pedestrian oriented areas that are set to redevelop, and having billboards within these areas could thwart po-
tential redevelopment. Additionally, these areas are typically adjacent to residential development, or are likely to become
increasingly mixed-use with new residential development along these corridors.
Minor Modification to Downtown Special Sign District.
In addition to the modification to the Digital Billboard Exchange Program above, staff is proposing to expand the types of
signage allowed within the Downtown Special Sign District, specifically enhancing the operation of projected images. To
date, these “gobo” (goes behind optics—or projected signs) were allowed to only be static images. Staff proposes to allow
for these messages to be animated projections for on-site messages, non-commercial messages and digital art. Such ani-
mated projections would be allowed within the downtown core (generally the entertainment district between Jefferson and
DPAC), provided the message is no greater than 1,600-sq.ft. and not visible from a limited access highway.
For example, following the Pulse tragedy, the SunTrust tower projected images of a tribute to Pulse above the Wahlburgers
storefront on Church Street (a non-commercial message which featured tribute art to honor the victims). The City would like
to make such installations more permanent to add to the excitement of Downtown and its entertainment district.
A draft code amendment will be drafted by the City Attorney’s Office and presented to City Council based on the above concepts for
approval and adoption. Attached is a summary map of the corridors and “bonus” billboards on Page 4.

3. LDC2017-00004—Chapter 64, Part 3Page 3
FINDINGS
In review of the proposed LDC amendment, it is found that:
1. The proposed Land Development Code amendment allows for over 100 additional existing billboard to become eligible
for exchange.
2. The proposed Land Development Code amendment is consistent with the State Comprehensive Plan (Chapter 187,
Florida Statutes).
3. The proposed Land Development Code amendment is consistent with the East Central Florida Strategic Regional Pol-
icy Plan.
4. The proposed Land Development Code amendment is consistent with the provisions of Chapter 163, Part II, Florida
Statutes.
5. The proposed Land Development Code amendment is consistent with the objectives and policies of the City’s adopted
Growth Management Plan (GMP).
RECOMMENDATION
Staff recommends approval of the proposed amendment to the Orlando Land Development Code.

4. 528
528
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4
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Curry Ford Rd
W Colonial Dr
DaetwylerDr
SRioGrandeAve
E Michigan St
Old Winter Garden Rd
Lake Unde
Silver Star Rd
Raleigh St
W Fairbanks Ave
Tradeport
Dr
E South St
E Robinson St
SOrangeAve
W Princeton St
Hoffner
Ave
DixieBelleDr
Lake Margaret Dr
University Bl
W Oak Ridge Rd
Narcoos
TradeportDrS
N
OrangeAve
NPineHillsRd
MercyDr
L B Mcleod Rd
E
dge
waterDr
E Colonial Dr Valencia C
NForsythRd
W Landstreet Rd
W Sand Lake Rd
E Anderson St
Vineland
Rd
Taft Vineland Rd
HeintzelmanBlvd
SGoldenrodRd
NSemoranBlvd
NMillsAve
NJohnYoungPkwy
TradeportDrN
TurkeyLakeRd
SCrystalLakeDr
NHiawasseeRd
NPowersDr
SDivisionAve
SOrangeBlossomTrl
ConwayGardensRd
NGoldenrodRd
ConwayRd
SJohnYoungPkwy
Universal Blvd
SKirkmanRd
SH
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Rd
JeffFuquaBlvdS
4
528
528
408
Samuel
B. Ings
District: 6
Tony Ortiz
District: 2Patty
Sheehan
District: 4
Jim
Gray
District: 1
Regina Hill
District: 5
Robert F.
Stuart
District: 3
PROPOSED
ToCapeCanaveral/CocoBeach
To Daytona Beach
ToTampa/Tallahasse
To Miami
City of Orlando, February 2017
Billboard Exchange Program
ToTitusville
Legend
LED Billboard (8 Structures; 11 Faces)
Demoed (22 Structures; 69 Faces)
Digital Billboard Exchange Corridor (DBEC)
- 250 ft from ROW
Digital Billboard Exchange Area (DBEA)
Existing Billboard(213 Structures)
Billboard Bonus (14 Structures) 3:1 Ratio