Photo: Matias J. Ocner, Miami Herald – A view of a 10-story LED billboard being constructed next to the Pérez Art Museum Miami on Friday, Jan. 26, 2024, in downtown Miami, Fla.

“…Outrage over a supersized digital billboard rising on Miami’s waterfront may spark a rewrite of the city’s sign rules, leaving commissioners to decide which of the lucrative new advertising platforms will survive.

On Thursday [In February], city commissioners narrowly agreed to advance legislation repealing a 2023 rule change allowing a billboard company to build an 1,800-square-foot digital sign for the Perez Art Museum of Miami.

The 100-foot-tall billboard under construction off Interstate 395 has outraged some residents, while PAMM calls it a stylish addition to the area that will generate millions of dollars a year for the tax-funded museum.

‘It completely changes the skyline,’ Nicole Desiderio, a downtown condo resident, told commissioners ahead of the vote. ‘We are not Las Vegas. We are not Times Square.’

Meanwhile, new digital billboards are in the city permitting pipeline for public spots outside the Adrienne Arsht Center for the Performing Arts and Miami’s Bayfront Park. Those were areas singled out in last year’s redo of the sign rules sponsored by then-Commissioner Alex Diaz de la Portilla before his arrest on unrelated bribery charges and his subsequent reelection loss.

His legislation allowed digital billboards in those areas to be more than double the local size limit of 750 square feet, and now commissioners are arguing over whether to let PAMM and others finish building what’s currently allowed under city code.

Along with allowing supersized billboards in a few places downtown, the 2023 law extended permission for smaller billboards at other locations, including city property within the Omni and Overtown redevelopment districts and the city’s Virginia Key Beach Park…”

— Douglas Hanks, Miami Herald

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