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Owner of controversial electric billboard in Downingtown proposes a fix

The glow shining into the houses of Downingtown residents on a quiet residential street is a daily reminder of what homeowners say were false assurances made by a billboard company about its electronic sign on the Route 30 Bypass. The two-sided sign, residents say, can be seen from their homes.

The glow shining into the houses of Downingtown residents on a quiet residential street is a daily reminder of what homeowners say were false assurances made by a billboard company about its electronic sign on the Route 30 Bypass. The two-sided sign, residents say, can be seen from their homes.

"We were told they would not be impacted. And that's clearly not the case," said Phil Dague, a Downingtown Borough Council member. "I cannot help but feel we were misled."

Representatives of the billboard company, Catalyst Outdoor Advertising, pushed back and said they would do what they could to work with residents.

"This was unforeseen that some neighbors would be affected, and that's what we're here tonight to try to resolve," said Patrick Wolfington, a partner at Catalyst.

The 672-square-foot, two-sided billboard began glowing on April 5.

At Downingtown's Council meeting Wednesday night, Wolfington and his associate Tim Earle presented a plan to plant 35 arborvitae trees at a total cost of about $50,000 to block residents' view.

The fast-growing evergreens would be 20 feet tall when planted and would grow to a height of more than 40 feet when mature. The company, based in Newtown Square, said it worked with an engineering firm to propose the fix.

Borough Council accepted the plan, but some members and the public had comments and questions.

Residents took issue with the almost two months it took for the company to present the plan for trees. They also said the vegetation will not completely block their view, especially for people living on a hill.

"I'm offended you claim you've done all you can," said resident Kelly Bane.

Wolfington said Catalyst cannot ensure the sign is blocked at all angles and said residents' suggestions to alter the sign are not feasible.

Residents and Council member Ann Feldman suggested the side of the sign facing them be turned off until Catalyst plants the trees.

Mark Thompson, the borough's solicitor, said the borough Council does not have the right to shut down part of the sign.

The Council asked Catalyst representatives to get back to them with a time frame of when they can plant the trees.

The advertising industry praises electronic billboards for their versatility and affordability for business owners and their usefulness for public-service announcements and hunts for fugitives.

Scenic Philadelphia and the International Dark-Sky Association have condemned the signs, saying they are visually disruptive to residents and potentially distracting to drivers and they dim the view of the night sky. Real estate agents say proximity to digital billboards could lower home values.

mbond@philly.com610-313-8207@Michaelle