End is in Sight For Planning Board Billboard Applications

At Thursday night's meeting of the planning board the agenda was once again dominated by applications for billboards along three of the township's major roadways. 

Through their three meetings the members have been busy looking at each application and deciding whether they believe it works with the ordinances of the town and the way they want the town to look. Todd Cohen, a lawyer based out of Freehold said the Jersey Outdoor Media, the company he represents faces similar situations in all the towns they appear in front of. 

Cohen said his company has four applications in front of the board including two that were on Thursday's agenda. That number he said is part of a total equation with almost a dozen other applications from two other companies. With everyone vying for space and approval Cohen said applying for the billboards is a sensitive area for his client. "Each application is different," he said. "You've got to try and respect the surrounding property owners, the neighborhood, the light, the air and the glare."

With so many factors to consider the attorney said applications that go before the board are planned out despite knowing more changes might be coming as part of the process. "You've got to make sure you're doing the right thing so you try and address those issues."

At their previous meeting, board attorney Ronald Cucchiaro gave a brief recap of the history of billboards in the town and Cohen said applicants are very aware of the process that is followed as a result of that past. "It's a little more difficult than it was," he said.

Especially for applications that have to be heard over more than one meeting Cohen said the costs can add up. "He's paying for his engineer, he's paying for his lawyer. He's paying to lease the ground," he said adding, "He can't put his sign up so he can't generate income."

Chet Atkins, the owner of Jersey Outdoor Media said his company is relatively small compared to its competitors despite having its territory reach to the southernmost parts of the state. With a total of close to 100 signs he said that number is much smaller than some of his competitors who have tens of thousands of billboards across a much larger area. 

Atkins said when his company applies to build a billboard they are doing so knowing that it will not be blank space in the town. "They're sold out before we even build them," he said. "They're mostly local companies that buy them."

No matter how thorough the applications may be, the people sitting on the dais have questions and changes they would like to see made on most every design. 

Councilman Robert Nicastro who also serves on the planning board said that while the township has taken steps to stop any further construction of billboards they must hear the applications currently in front of them. "We're not in favor of the billboards, but we have to follow the law with the time of decision rule and hear these applications," he said. 

Nicastro said that while billboards have been the majority of the applications the board has seen, it has not stopped them from looking at other applicants and other issues in the town. "We don't stop another application just to hear these," he said. "Unfortunately these are the only applications that the planning board is seeing. Hopefully we'll be seeing different applications."

Until that time, he said the goal is to make the best of the billboard situation. "We want to make it as sightly as possibly if they're going to be here," he said. "A lot of people view them as a nuisance or not sightly."

For many of the applications Nicastro has focused on the landscaping around the pole for the structures. "I just follow the ordinances and I hope to get the best project available," he said. "If that means having some attractive landscaping so be it."

The new chairman of the board Paul Boisvert said that through just three meetings he has seen thorough work from not only the applicants but also the members of the board. With many applicants having to get preliminary and final approvals at different times Boisvert said that means more thorough studies can be done. 

That has been particularly true when it comes to issues like lighting, landscaping and other areas that are brought up during an application. He said when it comes to lighting he has seen their efforts pay off as applicants who had asked to have four or five lights on the billboards have generally reduced that number to two on each side. "Applicants are coming in and they're coming in with the knowledge of what we require and what we want."

Boisvert credited Brian Tannenhaus, one of the newest members of the board with spearheading that effort during application hearings. "He came in at just the right time being that's what he does for a living," the chairman said.

Through the first few meetings Boisvert said he has seen strengths in the members that will help the board as a whole even after the billboard question no longer comes before them. "I think that the good thing about having a board that has some older members and some newer members is we all have our own little pet peeves and that conversely is what will make us successful," he said.

With fewer and fewer billboards being proposed Boisvert said the board will be prepared to tackle other tough issues going forward. "I think we have the ability to tackle any issue that can come out," he said. 

Playing a different role than the council or even the zoning board, Boisvert said the planning board plays an important part in the way the township looks. "I think that we try to do what is best because we live here," he said. "We're not elected, we're volunteers. We do this because we don't want garbage around Howell, we want it to be nice."

The planning board figures to have more billboard applications on their agenda until at least April but could then see not only a shift in their discussion items but also a return to their meetings being held once a month.

Their next meeting is scheduled for March 1 at 7 p.m. at Town Hall.