TOWN OF BROOKFIELD — After receiving a pair of requests,
Town of Brookfield officials have decided to put the
brakes on new electronic signage outside commercial
establishments through at least the end of the year.
Town Board on Tuesday voted to place a six-month
moratorium on electronic message boards of all forms as
it works with experts in hammering out a new sign
ordinance across the municipality.
Gary Lake, development services director, said the new
requests were linked to the bustling mixed-use The
Corners development at Interstate 94 and Bluemound Road,
which has been operating two months and continues to add
Corners has several electronic signs already in use,
including a prominent one near anchor tenant Von Maur
that is highly visible to motorists along I-94.
board reviewed a memo from Town Attorney James Hammes,
which addressed a possible moratorium on signage of all
types during the ordinance review. But after hashing
over the issue, elected officials decided to limit the
temporary halt to electronic forms.
“We’d be in trouble real quick,” Lake said of widening
the moratorium on all signage. “There are new tenants
coming in, and they want their identification.”
Electronic signage has become a hot topic in a number of
municipalities trying to strike a balance between
business-friendly practices and quaint residential
Supervisor John Schatzman suggested the six-month time
frame for the moratorium “to get this figured out.”
Officials did not delve into the specifics of what might
or might not constitute a permissible electronic sign
Chairman Keith Henderson said the town’s Architectural
Control Committee should be brought into the discussion
as the sign code is reviewed.
“I’d like to get them involved in looking at all types
of signs,” Henderson said. “But let’s do (the
moratorium) on the electronic message boards and leave
the rest as-is for now.”
Schatzman said he believed the town should think
carefully about whatever amendments are incorporated
into the sign code.
don’t the public is aware of how much input and control
we have over this,” Schatzman said.
Also on Tuesday, the Town Board set a public hearing as
a precursor to amending the municipal code for cellular
Lake said the town last updated its municipal code for
cell towers and other infrastructure in 2002. In its
current iteration, he deemed the language “obsolete”
because of technology’s rapid evolution during the past
the past decade-and-a-half, the town has fielded requests
for cell providers interested in co-locating on the same
“But a proposal is coming forward for a new cell tower,”
Lake said, pointing out the impetus for the possible
amendment to the municipal code.
Lake said the town could incorporate language from state
statutes concerning cell towers and similar
infrastructure and add it into the municipal code.
public hearing has been tentatively set for the town’s
next Plan Commission meeting June 27.