The Bloomington City Council approved significant changes to the city's sign code on Monday, including new regulations for electronic displays and building signage on tall structures.

In a 6-0 vote, the council amended Chapter 21 of the city code to allow eight-second dwell times for electronic billboards, reduced from the previous 20-second requirement. The changes also permit up to three signs per building elevation on structures seven stories or taller, an increase from the previous one-sign limit.

'We're thrilled to have businesses in Bloomington and hope they have every opportunity to say they're here,' said Councilmember Nelson during discussions. The council noted that the changes aim to balance business visibility with safety considerations.

The amendments followed extensive review by city staff and input from stakeholders including Clear Channel Outdoor, which operates four digital billboards in the city. Company representative Matthew Pawelk assured the council that safety remains their top priority, citing nearly two decades of accident-free operation of digital displays in the metro area.

While the Planning Commission had recommended against the changes in a 5-1 vote, council members ultimately determined the updates would benefit economic development while maintaining appropriate safety standards. The changes take effect immediately.