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ALERTS

We urgently request you share your views now on these two sets of bills!

The ‘Billboards in Perpetuity Bills’ (Assembly Bill 407/Senate Bill 204) 

Visual pollution in our most scenic areas of Wisconsin would continue unabated under Assembly Bill 407 and Senate Bill 204 “relating to the removal of non-conforming outdoor advertising signs”. 

AB 407/SB 204 would allow the “repair and maintenance” of all non-conforming billboards amounting to 50% of the value of the billboard in a 36-month period. This means every billboard currently in existence – no matter the age or condition - could be totally rebuilt in as little as 3 years!

Picture 1  Non-conforming outdoor advertising signs are most commonly found rural areas of Wisconsin. This one, like so many others, block the rural landscape that our wonderful state is so well known for. (November 2002)

We believe it’s important to uphold and enforce federal and state law regarding non-conforming billboards which clearly specify these structures should not be allowed to be replaced. 

These proposed bills would permit every non-conforming billboard to be completely rebuilt; unlike other non-conforming structures like houseboats, docks, etc. It would be like putting up a new billboard in an area where they are not currently allowed – or wanted! 

The current state law (§ 84.30) was enacted in March 1972 in accordance with the federal Highway Beautification Act of 1965 championed by Lady Bird Johnson. The laws say non-conforming signs “shall be removed by the end of the fifth year of said date.” 

Unfortunately, most of the non-conforming billboards were never taken down due to lack of funding. Now the outdoor advertising industry wants the right to rebuild these billboards forever - effectively and permanently evading the intent of the people and existing law. 

The Fiscal Estimate for AB 407/SB 204 estimates the change will cost taxpayers $595,000 per year to administer in order to benefit a single industry. It also permits the rebuilding of non-conforming structures that is unprecedented and contrary to the public good. 

Wisconsin’s natural beauty has been disappearing under the pressure of excessive billboard placement and permanently preserving non-conforming billboards does not help. Billboards are spoiling the natural beauty that people enjoy, beauty that the tourism industry depends on, and beauty that is the foundation for civic pride and a good business climate. 

At issue are about 4,300 non-conforming billboards, more than a third of the approximately 15,000 billboards in the state and including billboards along our Scenic Byways like the Great River Road. 

‘Inequitable Billboard Taxation Bills’ (Assembly Bill 426/Senate Bill 220) 

Currently billboard owners pay personal property taxes based on the current value of the structures. The assessment method for these structures is the same as for any other and is dependent on the information available to the assessor related to the value of the property. 

These bills would require the State use only one of the three valuation methods – original cost less depreciation. It would not permit sales comparisons to similar structures or income when available.

Picture 2  This billboard along what used to be a primary highway is no longer used. It should be removed, but until then the locals still have to endure it. (May 2007)

Our position is quite simple:  Billboards should be valued for personal property taxes in the same manner as for all other personal property. We also believe if a billboard is worth $25,000 for personal property tax purposes then we taxpayers should not have to pay $125,000 in compensation because the sign needs to be removed for road construction! 

The real value of a billboard is in the income it can generate and that is a function mostly of one thing: location. Billboards use the public viewshed and the investment taxpayers have made in the construction and maintenance of our roads in order to generate income. 

The Fiscal Analysis questions this special treatment in light of Wisconsin’s Uniformity in Taxation law. It also states if the valuation of a property is reduced, the corresponding personal property taxes paid will be reduced, shifting the balance to other property taxpayers.

Wisconsin already spends over $500,000 per year more to regulate billboards than is taken in by billboard permit fees. The billboard owners should pay their fair share and not expect any special treatment. 

Picture 3 The Highway Beautification Act designated billboards like this ‘non-conforming’. Over time as these structures deteriorated or were damaged, they would be permanently removed. AB 407 / SB 204 would permit the replacement of billboards like this one in perpetuity (March 2007)