Digital signs OK for drive-throughs in Arlington Heights

While Arlington Heights officials plan discussions later this spring on businesses' use of digital signs, the village board on Monday started the process by outlining the rules for drive-through restaurants.

A change to the sign code approved Monday will allow drive-through restaurants to have one electronic sign per ordering lane.

The signs, which cannot exceed 2 square feet, could allow customers to review their order or video conference with the person taking their order, said Planning and Community Development Director Charles Perkins.

The electronic signs would not only improve customer experience, but also provide additional safety measures since drive-through lanes often are at the back of restaurants and not seen easily from the road, he said.

But, it's not all upside.

"There are a lot of concerns about digital signage," Perkins said. "Do you allow every business to have one? Is that the image we want to project?"

Other concerns include light pollution, additional energy use and proximity to residential neighborhoods.

Perkins said that of 11 other communities surveyed, six do not allow digital ordering signs at restaurants, while the other five allow a 2-square-foot sign.

"The digital sign issue is a complex one," said Village Manager Randy Recklaus.

Recklaus said the issue will come back to the board in the next few months, but on Monday some trustees were eager to address it.

"As technology progresses we need to look at this," Trustee John Scaletta said. "We have to make sure we're being business-friendly. I'm somewhat concerned we aren't being a little bit more accepting of digital signage."

Trustee Jim Tinaglia said the board could set times for the signs to be turned off or regulate the intensity of the light emitted as ways to mitigate the effect on neighbors.

Village President Tom Hayes has asked the village's design commission to come up with some broad recommendations for the board to discuss later this year.

"I don't know that we need to go as far as some other communities," Hayes said. "But I do think it's something we need to evaluate."