Billboard regulation, sign brightness, and skyline visibility disruptions are just a few of the recurring conversations in state legislative sessions each year. Constituents often voice their disdain for ill-placed billboards in residential neighborhoods and LED signs illuminating too many blinding lumens at night. Such concerns are usually in opposition to the priorities of the billboard and signage company lobbyists. 

The function of and authority over Wasatch Boulevard has been a constant struggle for years as well, not only during the legislative session but throughout the remaining months. Even though the Utah Department of Transportation (UDOT) maintains primary authority over State Road 210 (as it’s commonly referenced by state entities), the asphalt is technically within the borders of the city of Cottonwood Heights so the city’s residents are the frequent daily commuters of Wasatch Boulevard (as it’s commonly referenced by city documents). Many state leaders and agencies priorities (and fund) SR-210 as a highway “corridor between/through the canyons” while Cottonwood Heights leaders and residents would like Wasatch Boulevard to be recognized as a residential byway. These contentions over the authority and purpose of the road lead to disagreements about the speed limits, roadway reconstruction, traffic filtering, surrounding development, and overall character of the area. 

While these massive, and often passionate, conversations may seem rather disjointed, recent construction of signage along Wasatch Boulevard and a billboard along Ft. Union Boulevard has found the middle of the overlap.  

UDOT has constructed three new variable message signs on the roads leading up to the canyons in order to provide ski-traffic motorists with updates during peak season. (Cassie Goff/City Journals)

 In early July, UDOT announced a new construction project for “Cottonwood Canyons Message Signs” consisting of three overhead variable message (VM) signs and three traction warning signs on roadways leading up to Cottonwood canyons. These signs were to be constructed within the cities of Sandy, Cottonwood Heights and Holladay. 

On Aug. 5, Cottonwood Heights Councilmember Ellen Birrell wrote, “Without consultation with the Cottonwood Heights elected representative or staff, we learned of the building of this freeway-sized overhead VM sign.” 

The VM sign was constructed along 7650 S. Wasatch Blvd. in August and many neighboring residents voiced their frustrations to the Cottonwood Heights City Council in response. Homeowners living nearest the sign shared their experiences of the bright light shining directly into their homes. When they went to UDOT with the same concern, they were told that the surrounding trees should provide enough cover. Neighboring residents questioned how the eyesore played into the city’s Wasatch Blvd. Master Plan. 

“We incorporated as a city to stop the signs and billboards,” said resident Leslie Kovach on Aug. 20. “The residents want dark skies.” 

As if right on queue, Reagan Billboards began constructing a double-paneled billboard along 2296 E. Ft. Union Blvd. (on the way up to Wasatch Boulevard when heading east) in the 7-11 parking lot. 

Cottonwood Heights residents quickly began sharing their outrage in person, over the phone and online to city councilmembers, city staff members, and state representatives. The main concerns being how big the billboard is in relation to its surroundings while cutting off the view of the mountain range and the disregard for the historic resident opposition for billboards in neighborhoods. Suspicions about who profits from the billboard circulated through these conversations as well. 

“Unfortunately, this is another case of the power of billboard companies and the negative impacts on communities,” wrote Rep. Gay Lynn Bennion on Facebook. “This is not what we as citizens want to see in our community.” 

Cottonwood Heights residents are upset by how large a newly constructed billboard is within the neighborhood in comparison to the surrounding features. (Cassie Goff/City Journals)

On Oct. 17, Cottonwood Heights City released a post across their social media platforms. It clarified that the city’s zoning regulations do not allow new billboards to be constructed. 

“Utah State Code preempts local zoning regulations and authorizes a billboard to be relocated up to one mile away from its original location upon written request to the city, with or without approval. Reagan Outdoor Advertising originally requested this relocation in 2021.” 

Residents rallied together for a peaceful protest on Oct. 18, from 4 until 7 p.m. Based on the number of positive responses, the neighborhood organizers are working on a social media page to keep residents updated about next steps. 

“Community events give citizens opportunities to organize around events we are passionate about, learn from each other, and strengthen our bonds,” wrote resident Anna McNamer sharing her post-protest reflections.