This time next fall, commuters traveling along 1-94 may
be viewing messages about an upcoming Eastern Michigan
University football game or an event taking place in downtown
Ypsilanti — all on a giant, two-sided LED digital
billboard.
At its Sept. 2 meeting, the Ypsilanti City Council unanimously
approved an ordinance in which the city would enter into
an agreement with Adams Outdoor Advertising. Adams would
remove the existing sign near Exit 183 along 1-94; create
the digital billboard; obtain all of the necessary permits
and approvals from the state; maintain the site, and sell
advertising for the billboard. In exchange, the city of
Ypsilanti would receive approximately $35,00 per year (with
a 10-percent escalator clause annually) for 20 years. All
told, the city would receive more than $817,000 for the
city during that time frame.
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SIGN SEALED: At its Sept. 2 meeting, the
Ypsilanti
City Council unanimously approved an
ordinance in
which the city would enter into an
agreement with
Adams Outdoor Advertising to construct
a two-sided,
LED digital billboard (above, left)
at a site near Exit
183 along I-94. It would replace
a current billboard
that has existed at the site
since 1983. Eastern
Michigan University and the
Ypsilanti Area
Convention and Visitors Bureau would
each receive
the equivalent of roughly $39,000
in free advertising
annually on the billboard.
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A current, dilapidated billboard has sat on the city property
since 1983. The Ypsilanti Area Convention and Visitors
Bureau (CVB) owns state permits that would allow the group
to install a digital billboard at that location.
In a separate agreement, Eastern Michigan and the CVB
and would each receive free advertising on the billboard
from Adams. The value of the advertising for each entity
would be approximately $39,000 annually.
Despite the unanimous vote, some comment was made to the
contrary.
Steve Pierce, a representative from the historic south
side neighborhood of Ypsilanti, blasted Ypsilanti Mayor
Paul Schreiber and Adams Outdoor for not keeping their
promise to visit the neighborhood and discuss the digital
billboard with that community before the city moved forward
with a decision.
"You shouldn't consider this any further until you come
out and see us," Pierce said.
Council member Brian Robb urged the council to use its "leverage" to
get EMU to offer something in exchange, mainly allowing
the city to use the College of Business parking structure
for overflow parking on the weekends.
Ted Coutilish, EMU's associate vice president of marketing
and communications, assured council members that EMU would
honor its promise to create a number of new initiatives
with the city, and pointed to the success of the Eagle
Discount Card Program, which has approximately 110 participating
businesses to date.
"A stronger city makes a stronger EMU," Coutilish said. "We're
dedicated to the city, the people of the city and the initiatives
of the city. We're here to be a partner. You don't need
to leverage us."
Debbie Locke-Daniel, executive director of the CVB, said
she doesn't view the billboard as "a control issue," but
as a partnership issue in which all parties benefit.
"We can promote our events as well as the city's events," she
said.
After the meeting, Coutilish said the process for installing
the digital billboard would likely take a year, noting
the City Planning and Zoning Commission would have to approve
a zoning ordinance for the larger billboard.
"We'd like to have it up next fall, when school starts.
It could be as early as late summer (2009)," Coutilish
said.
