The Wisconsin state legislature will begin working a bill this week designed to provide drivers with a more scenic experience. The bill which was introduced by Senator Jennifer Shilling Minority Leader Senate District 32 (D – La Crosse). If the bill is passed it will effect a complete ban on the use of billboards in the state and provide a structured plan to remove all existing structures. Owners would be compensated at the rate of $1.78 per square foot of sign face with provisions for additional funds available based on lighting, age of sign and total weight of materials based on scrap payments available to the state. The Committe on Transportation will began review and hope to fast track it this session for an overall vote.
Billboards are currently regulated by the state’s Department of Transportation and fall under WI SS 84.30. WisDOT representatives were contacted but no comment was provided.
Billboard industry statistics show that it has earned a $127 Trillion annual average in business revenue over the past five years. With this much money on the line opposition is expected to be a large factor in getting this new law passed. Jerry Falvey who works for one of the major billboard companies in the Milwaukee area told reporters that he plans on mounting a campaign against the proposal. He said: “I will be climbing to the top of a structure next to Miller Park and staying there until the bill has died. My protest will show this industry is committed to staying right here in Wi. He went on to say that the protest will begin today immediately following lunch and his afternoon nap.