Arlington Heights might permit 'tasteful' electronic signage

After a decade of refusing businesses that wanted electronic signs to draw more trade, Arlington Heights is exploring how to slowly open the door to allow lighted signs at some of the village's major tourist destinations.

This week, the village's design commission recommended the village continue to ban electronic signs in most places but suggested there might be exceptions allowed for destinations like Metropolis, Arlington Park and the new Arlington Downs development.

Joe Keefe, executive director at Metropolis, said an electronic sign would help the theater stand out downtown.

“An electronic sign would provide enormous benefits for our institution by providing information to the thousands of current patrons and the tens of thousands of potential customers,” Keefe said.

“Right now we are very challenged because of our limited visual messaging. We are a theater that does not have a marquee.”

Design commission Chairman Ted Eckhardt said the panel looked at signs in several other suburbs and were disturbed by how they looked, how quickly they flashed or how brightly they lit up residential areas.

LED — or light-emitting diode — signs are the most common electronic signs, though Eckhardt said the industry is moving toward electronic ink, like what is used on a Kindle or Nook e-reader.

The new technology would be less bright and obtrusive in neighborhoods but is not quite ready for widespread use by businesses, he said.

“At the design commission ... we just want stuff to look nice,” Eckhardt said, asking businesses and the village to be patient until better-looking technology is available.

Arlington Heights trustees, however, said they don't want local tourist destinations to have to keep waiting.

Trustee Carol Blackwood said, “I don't want Arlington Heights to look like the Las Vegas Strip,” but added she is more concerned about losing business to surrounding suburbs that have better advertising for their shops and entertainment venues.

“I think it's time to do something, give these people a break,” agreed Trustee Jim Tinaglia, who spent 11 years on the design commission. “I want something to happen for these larger, important components of our community.”

The village staff will start drawing up a special-use process with conditions under which a business could apply for an electronic sign but also keep the aesthetic of the community.

“If they want to present something tasteful and bring it forward, I'm not adverse to granting it,” said Trustee Tom Glasgow.

Tony Petrillo, general manager of Arlington Park, said the racecourse intends to erect a digital billboard that would be visible from Route 53.

He said it would advertise not only events during the racing season, but also all the other events held at the track in the offseason.

“We are losing business because we don't have enough signage,” Petrillo said. “This would allow us to promote our business year-round.”

Trustees worry it might be tricky, or seem discriminatory, to allow electric signs for some businesses yet say 'no' to others.

“If we start to allow (signs at) the major venues, how do we limit it from other businesses?” said Trustee Robin LaBedz. “I don't want to see dancing hot dogs up and down Rand Road.”

No matter how many electronic signs eventually wind up in Arlington Heights, trustees said the difficult part will be enforcing standards to make sure they look nice over time.

“The big issue here is policing and making sure people do what they say they are going to do, or don't do what they say they aren't going to do,” Tinaglia said.