Smithfield Approves Digital Signs Along West Market Street

SMITHFIELD, N.C. – Digital pole signs will be allowed along West Market Street after the Smithfield Town Council unanimously approved changes to the town’s sign ordinance.

Following a lengthy discussion, council members approved an amendment allowing pole (billboard) signs using LED or similar digital technology along West Market Street from the Neuse River bridge west to near the Johnston County Airport.

The change expands where digital pole signs can be used in town. Smithfield’s ordinance previously allowed LED pole signs primarily along the Interstate 95 corridor. The amendment extends that allowance to qualifying properties along West Market Street (U.S. 70 Business West) in the B-3 zoning district.

The request was submitted by Michael E. Johnson, who owns property at 1260 W. Market Street and said he was interested in converting existing signage there to a digital LED format.

Johnson told the town that digital signage could provide businesses with a modern advertising option while also allowing signs to display emergency information, public service announcements and promotions for downtown events.

The proposal had already received unanimous support from the Smithfield Planning Board.

The Planning Board first considered the amendment in July but delayed action for additional information concerning lighting, brightness, display changes, spacing and safety. Town planning staff later said those concerns were already addressed elsewhere in Smithfield’s Unified Development Ordinance and state regulations. The planning board unanimously recommended approval.

Under the ordinance language approved by the town council, digital pole signs remain subject to several restrictions. Signs must comply with N.C. Department of Transportation regulations, and LED pole signs generally must be at least 2,500 feet apart. Digital content cannot change more than once every 30 seconds, with the transition occurring within two seconds, and the signs must automatically shut off if they malfunction.