The City-County Planning Board voted 4-0 on April 27th to approve a variance allowing Art Outdoor Advertising to relocate and upgrade a 39-year-old billboard along Interstate 90 at mile marker 297.1. Applicant Matt Clyde proposed moving the existing single-faced wooden structure approximately 120 feet south and replacing it with a double-faced steel-pole billboard standing 25 feet tall, with each face measuring 378 square feet—a reduction from the current sign's 576 square feet.
Staff Planner Emily Martinez outlined the challenge: Belgrade's sign code, adopted in 2023, caps sign area at 40 square feet and prohibits pole signs. The proposed billboard exceeds that limit by a factor of 11. Martinez recommended denial, stating the variance "does not meet the intent of the current title." However, Clyde argued hardship existed due to an adjacent property owner who once inadvertently blocked 70 percent of the sign and a nearby transmission pole that partially obstructs visibility. He also referenced a similar variance the board approved for Lamar Outdoor Advertising in April 2025, requesting equal treatment under Montana constitutional law.
The board split during discussion, with Members Nolan Morgan and Jim Simon expressing concern about upholding the 2023 sign code, while Members Ali Vasarella and Matthew Anderson noted the sign already exists and would actually shrink. Anderson argued the variance wouldn't set a precedent for signs inside city limits due to different circumstances. The board approved the variance with conditions requiring any future modifications to obtain a new permit and comply with current code. In other business, Planning Director Brad warned residents of phishing scams targeting applicants with fraudulent pre-approval emails.