Citing ‘blight,’ Missoula County bans new billboards in industrial zones

Martin Kidston

(Missoula Current) Calling them a blight on the landscape, Missoula County on Thursday amended its zoning regulations to prohibit new billboards in areas zoned for industrial use.

Jennie Dixon, a county planner, said the measure adheres to nine industrial areas including Bonner, North Reserve and areas of West Broadway, among others.

The industrial districts include 323 properties.

“I think billboards are a blight on the face of Big Sky Country,” said Commissioner Dave Strohmaier. “I'm happy Missoula County is getting out in front of this. If you want to consider this a nail in the coffin of billboards in the county, then so be it.”

The new regulations permit existing billboards to remain in place within industrial zones, though they'll be treated as nonconforming signs. That allows for normal upkeep and maintenance but does not permit structural alterations.

The ordinance also prohibits the reconstruction of existing billboards that are damaged or destroyed, and it effectively bans new digital billboards. The few that have already been permitted will remain in place.

While the measure won unanimous support from county commissioners, it drew opposition from local advertisers, including Lamar Advertising. The firm manages dozens of billboards across the county and described them as a public service where other services may be lacking.

“There's not always service in Montana. This is another channel for businesses or emergency services to communicate on,” said Lamar agent Allie Carley. “We're not trying to fight against Missoula County by any means. We want to work with the county and help write the ordinance to work, not only for our industry, but for the community as a whole.”

Members of the business community also opposed the ordinance.

“The economic impact of this amendment could be severe,” said Missoula business owner David DeLauier. “Local businesses will lose an affordable advertising option that competes with Big Tech platforms. The vast majority of billboard advertisers in Missoula are local businesses and organizations, not national corporations.”