POCATELLO — The Pocatello Planning and Development Services Department is once again pumping the brakes on making revisions to the city’s sign code ordinance following a packed meeting at City Hall on Wednesday.

The meeting saw dozens of people providing comments on the proposed changes, which include capping the current number of billboard signs, requiring most electronic signs to be shut off during evening hours, and, among other alterations, implementing rules surrounding vacant signs or signs on abandoned properties. There were more people in attendance who provided comments when speaking against the proposed changes than there were those in favor of the new ordinance.

Pocatello resident Christopher Williams, 34, who has lived in the Gate City for 23 years, spoke in favor of the new sign ordinance, stating that he believes natural beauty is one of Pocatello’s greatest assets.

“In my opinion, Pocatello’s greatest asset, besides maybe its people, is its natural beauty,” Williams said during the meeting. “On a nearly daily basis, I think about how much I love the mountains and hills that frame this valley. I know most people that live here consider our access to nature one of the benefits of living here and being able to see and feel connected to that is important.”

He continued, “Billboards and large signs are a blight and take away from the day-to-day experiences of anyone living in or visiting our city. In a world that is so dominated by digital advertising, I feel like the value of natural beauty for all people is greater than another mode of advertising for businesses and the potential revenue of advertising companies.”

To initiate changes to the sign ordinance, the city conducted a survey from December 2022 to February 2023, of which just under 400 people responded.

A majority of respondents said they “dislike signage such as pole signs, billboards and electronic message displays,” and that “wall signs, light pole banner signs and monument signs are more desirable.”

Additionally, the survey found that temporary signage such as banners, sails and yard signs were disliked as well. A majority of respondents strongly agreed that they visit a business based on word of mouth, online platforms, or some other tools.

However, while respondents agreed that signs play a role in their decision to visit a business, it was the only category where most of the community disagreed or strongly disagreed on how they chose to visit a business.

After conducting the survey, the city’s planning staff presented a heavily amended sign code in comparison to what exists currently that city officials say “sought to find a balance between residential concerns and business needs.”

After many local business owners and those involved in the billboard and sign industry attended a Planning and Development Services meeting in November, city staff elected to go back to the drawing board with input from a special committee to review sign code standards. That committee included contractors, city planners, small business owners, a Planning and Zoning Commission member, the Pocatello-Chubbuck Chamber of Commerce Chief Executive Officer Matt Hunter and concerned citizens. City staff also met on two different occasions with billboard companies as well.

The sign code changes that were presented to the Planning and Zoning Commission on Wednesday included, among others:

— No permit is required for making changes to the face of an existing sign or adding a mural.

— Prohibited signs include those that are off-premises, otherwise known as billboard signs, and signs on a property with no established use.

— Electronic signs cannot remain illuminated from 11 p.m. to 7 a.m. or the hours of operation for a business, whichever is less restrictive.

— Signs that do not adhere to the new code but were erected prior to whenever it is officially enacted will be declared legal, non-conforming signs and will be grandfathered in. However, any non-conforming sign that isn’t already electronic will be prohibited from being turned into an electronic sign.

Hunter was one of the individuals who spoke against the proposed changes included in the proposed ordinance.

“We had a ton of people there and organization after organization and business after business stood up and talked about what they were concerned about,” Hunter told the Idaho State Journal during a Thursday phone call. “Realtors talked about how they were concerned about the change for signs on vacant buildings. These Realtors are trying to find other tenants to move into these buildings, so why would they want to tear the signs down? That makes no sense.”

Hunter said he believes there are actually some great changes in the sign ordinance code, adding that there are several elements that he believes need some clarification and fine-tuning before they are officially approved.

“I spoke more about how I was not a great sign code ordinance but that I felt like signs have a positive impact for businesses to market and advertise what they offer,” Hunter said. “The business community is already struggling so why would we take away one of the abilities they have to market their business.”

Pocatello Assistant Planner Jennifer Flynn told the Journal on Friday that the official motion that was approved Wednesday was to deny the proposal for now but that city staff added six conditions that will be worked on and incorporated into the sign ordinance before it’s once again put in front of the Planning and Zoning Commission.

“The conditions and these are very rough, include a focus on improving standards in our proposed sign code for abandoned real estate signs, (billboard) signs, dimming and curfew of electronic or externally lit signs, the cap system referring to billboards, terms of enforcement and rules regarding grandfathering or legal, non-conforming signs.”

Flynn said there is no established timeline currently for making the changes but the group wants to handle this as quickly as possible considering the process has taken the last 15 months or so.

Once the changes are made the proposed sign ordinance will once again go in front of the Planning and Zoning Commission. If approved there, the final hurdle will be a public hearing in front of the Pocatello City Council.