BY PAUL HICKMAN

Guest columnist

There has been a great deal of discussion about billboard proposals over the past few years. Unfortunately, those debates have been tainted with incorrect information and scare tactics, raising many questions. As a good corporate citizen, Fairway Outdoor Advertising has engaged and educated an array of community groups on the facts surrounding the proposed partnership. To continue this public outreach and educational effort we have launched a website, www.DurhamBillboardFacts.com.

In addition to the in-depth and factual information that is provided on the website, we wanted to use this column to address some myths and concerns that have been expressed to date.

Electronic billboards are a clear enhancement and improvement for Durham's high-tech image. Digital billboards do not flash, blink or scroll nor are they "brighter than the sun." They are static messages that change instantaneously every eight seconds, in accordance with state law.

After years of discussion, Durham has the opportunity to improve upon lessons learned from a quarter-century-old ordinance that is outdated. The original intent of the ordinance was to eliminate the outdoor advertising industry in Durham. The elimination of any business affects jobs and during these economic times, or at any other time for that matter, eliminating jobs is not good. The free market system should determine the fate of businesses by the natural laws of supply and demand -- not government regulation.

Furthermore, the intent of the ordinance, which is to eliminate Fairway's business, is not working. Over the past 25 years Fairway has only lost two billboards and at this rate it will take 588 years for the remainder of its inventory to be removed.

The point is, moving forward to improve something that is not going away only enhances and improves our community. The text amendment proposed truly gives and provides to Durham and helps businesses, law enforcement and non-profits.

It is important to note the amendment does not seek to build additional billboards. Rather, it would allow for old wooden structures to be modernized to steel monopole structures that provide clean lines and an aesthetically improved look. The base of the signs would be further enhanced by landscaping in appropriate areas. The modernized billboards would be relocated to commercially and industrially zoned spaces, and away from homes, schools, churches and parks with increased spacing between signs.

The final part of the text amendment would allow up to 25 percent of the traditional signs to be improved with digital LED technology manufactured here in Durham.

Many benefits come from this enhancement. First and foremost, written into the ordinance by the outdoor industry is the donation of one of the seven advertising spots as a permanent donation to the community. This donation would be a million-dollar annual gift that would benefit non-profits, law enforcement and community outreach efforts.

Digital billboards will provide the ability for non-profits to communicate their message at no cost, for public safety officials to locate missing children and elderly people with Amber and Silver Alerts, for Crimestoppers to catch a fugitive. They would provide the ability to announce water conservation in a drought or ozone alerts to reduce the effects of carbon emissions. Other public service messages would include a community calendar announcing all of the festivals and events in the area, which would in turn benefit Durham's economy. All of this would be at no cost to taxpayers.

Finally, the proposed ordinance change would require the billboard industry to pay more taxes in Durham.

The outdoor advertising industry pays taxes based upon the value of their billboard structures. With the upgrade to modern steel structures and digital technology, the industry would be paying well into the six-figure range, compared to the nominal amount the industry currently pays based on the depreciated values of its aged inventory.

This increased and much needed tax revenue could employ additional police or fire personnel. However, it is interesting to note that even now the outdoor industry is revenue-positive with the nominal taxes currently paid.

Also, the industry is very environmentally friendly -- meaning, billboards do not use any water, sewer, sanitation, police or fire services.

Having an open and honest conversation is healthy for any community.

Hopefully, this information has helped clarify some of the misunderstandings that have been circulating on area listservs.

Let's move forward together to enhance community aesthetics, improve public safety, promote economic growth and support our local non-profits.

For further information, visit www.DurhamBillboardFacts.com.

Paul Hickman is general manager of Fairway Outdoor Advertising.