8. Certain signs erected on farm buildings.
The bill freezes, as of the effective date of the bill, the application of the
exception to off-premises business area signs, thereby prohibiting the erection of
signs under that exception after the bill's effective date. Signs erected under this
exception prior to the bill's effective date may continue to be maintained and to vary
their advertising and informative displays.
The bill extends the provisions governing outdoor advertising signs along
interstate and primary highways to all state trunk highways and scenic byways.
Under the bill, a determination of customary use by a county or local zoning
authority does not affect the applicability of statutory size, lighting, or spacing
requirements.
Under current law, the Department of Transportation generally may remove
signs that do not conform to applicable requirements but, for each sign removed,
must pay just compensation to the owner of the sign and to the owner of the land on
which the sign is located. For on-property signs, if the on-property sign was lawful
when it was erected but later does not comply with the applicable requirements for
on-property signs, DOT must declare the sign to be nonconforming but may not
remove the sign unless additional criteria are met. These signs are not subject to
removal for changing the advertising message on the sign or performing customary
maintenance on the sign, but are subject to removal, without compensation, if the
sign is enlarged, replaced, or relocated or if additional signs are erected. For signs
lawfully erected after March 18, 1972, which subsequently become nonconforming,
DOT must require removal of the signs, with compensation, by the end of the fifth

year after they become nonconforming, but only if there are sufficient funds available
to DOT to pay just compensation for the sign removal.
Additionally, under current law as enacted in 2017 Wisconsin Act 320, business
area signs, directional signs, and signs outside the adjacent area (together referred
to as off-property signs) that were lawfully erected but that no longer conform to
applicable requirements must be declared nonconforming but are not subject to
removal unless additional criteria are met. These nonconforming off-property signs
are not subject to removal for changing the advertising message on the sign or
performing customary maintenance on the sign. These signs must remain
substantially the same as they were on the date they became nonconforming in order
to be exempt from removal by DOT. “Substantially the same" is defined to mean that,
since the sign became nonconforming, no “substantial change" to the sign has been
made. “Substantial change" to a sign is defined to mean any of the following:
increasing the number of upright supports; changing the physical location;
increasing the square footage or area of the sign face; adding changeable message
capability; or adding illumination to a sign that was previously not illuminated. In
general, a nonconforming off-property sign is subject to removal, without
compensation, if a substantial change is made to the sign and notice is provided to
the sign owner.
The bill repeals the provisions of 2017 Wisconsin Act 320.
Also under the bill, “customary maintenance" is defined to mean any of the
following and similar activities when performed to maintain a sign in substantially
the same form as when the sign became nonconforming: preparing surfaces for
painting; repairing or replacing fasteners such as nails, screws, or bolts; replacing
lighting components and associated fixtures; or fastening broken pieces of a sign
back together with glue or fasteners. Customary maintenance specifically does not
include using different materials for any replacement or adding any structural
elements such as posts, poles, braces or guy wires, crossbeams, or sign faces. Also
under this bill, the owner of a nonconforming on-property sign must maintain a
record of all work performed on the sign, including a photograph of each item of work
performed, and provide a report to DOT of the work performed.
Under current law, off-premises business area signs may not contain flashing,
intermittent, or moving lights, except:
1. Those signs giving public service information.
2. Certain signs that contain multiple or variable messages, including
messages on louvers that are rotated and messages formed solely by use of lights or
other electronic or digital displays.
Under the bill, the exception from the prohibition of flashing, intermittent, or
moving lights for certain signs that contain multiple or variable messages is
eliminated.
Under the bill, DOT must promulgate rules establishing size, height, setback,
brightness, and hours of operation standards for signs that are illuminated. Signs
may be illuminated only if the owner of the sign has received a permit from DOT,
which is issued if the sign complies with DOT illumination rules.

The bill requires DOT to conduct biennial surveys of signs, including certain
measurements and assessments of each sign.
Under the bill, DOT must maintain a database of information related to signs.
The database must include the information from DOT sign surveys and certain
additional information for each sign.
Also under the bill, an owner of a sign must provide any information required
to be included in the database to DOT and must update the information whenever
the information in the database is no longer accurate.
Under current law, no person may erect or maintain an outdoor advertising sign
visible from the main-traveled way of an interstate or federal-aid highway unless
he or she possesses a license issued by DOT, the sign complies with applicable
regulations, and, if DOT has promulgated a rule requiring payment of an annual
permit fee for the sign, the person has paid the annual permit fee.
Under the bill, DOT must establish a license fee and an annual permit fee. DOT
is required to set the fees so as to recover its approximate costs of regulating outdoor
advertising signs.
Under current law, DOT is responsible for maintenance of the highway
right-of-way on highways that, for maintenance purposes, are under its
jurisdiction, which are generally state trunk highways (including interstate
highways) but do not include connecting highways. DOT must provide for the care
and protection of trees and other roadside vegetation. DOT must also cut, trim, or
remove, or allow others to cut, trim, or remove, trees and other vegetation in order
to provide safety to highway users. Current law generally prohibits a person from
cutting, trimming, removing, or planting a tree or other vegetation within the
right-of-way of a state trunk highway without DOT's consent.
Currently, DOT administers a permit system for the maintenance and removal
by sign owners of vegetation obstructing the view of signs along state trunk
highways, including interstate highways. DOT is required to issue permits to sign
owners for the trimming or removal of vegetation in the highway right-of-way if,
within a distance of 500 continuous feet along the highway, the vegetation obstructs
motorists' view of the face of a sign. A permit authorizes the sign owner, or a
third-party contractor employed by the sign owner, to trim or remove obstructing
vegetation to the extent necessary to eliminate the obstruction and restore an
unobstructed view of the sign for the 500 continuous feet along the highway. Each
permit must require a sign owner that removes certain planted vegetation to plant
comparable replacement vegetation or compensate DOT for the removed vegetation.
The bill eliminates the permit system for the maintenance and removal by sign
owners of vegetation obstructing the view of signs along state trunk highways.
Under current law, towns and counties are authorized to regulate the
maintenance and construction of billboards and other similar structures on premises
abutting on certain highways in the town or county so as to promote the safety of
public travel on the highways.
Under the bill, a city, village, town, or county may enact an ordinance that
regulates the construction and maintenance of billboards and other similar
structures on premises abutting on highways that are maintained by the city, village,

town, or county. If enacted, such an ordinance must promote aesthetic values and
public safety on the highways.
The bill prohibits any office, department, or independent agency in the
executive branch, the legislature, or the courts from purchasing, leasing, accepting,
or using billboard space on nonconforming signs.
Under current law, the Department of Tourism may award joint effort
marketing funds to nonprofit organizations, including American Indian tribes or
bands, for projects designed to promote attractions and facilities in this state. While
an applicant for joint effort marketing funds must specify the advertising media to
be used in a project funded by the funds, there is no restriction on the kinds of media
that may be used. The bill prohibits the use of joint effort marketing funds for
advertising on nonconforming signs.
For further information see the state and local fiscal estimate, which will be
printed as an appendix to this bill.
The people of the state of Wisconsin, represented in senate and assembly, do
enact as follows:
AB421,1 1Section 1 . 20.395 (9) (aq) of the statutes is created to read:
AB421,5,32 20.395 (9) (aq) Outdoor advertising regulation. All moneys received under s.
384.30 (10) (a) and (10m) (a) for the regulation of outdoor advertising along highways.
AB421,2 4Section 2. 20.932 of the statutes is created to read:
AB421,5,12 520.932 Prohibition on use of certain signs. A state agency may not
6purchase, lease, accept, or use space on a sign that does not conform to the
7requirements under s. 84.30. If a state agency owns space on a sign that does not
8conform to the requirements under s. 84.30 on the effective date of this section ....
9[LRB inserts date], the state agency shall sell the space as soon as practically
10possible. If a state agency leases space on a sign that does not conform to the
11requirements under s. 84.30 on the effective date of this section .... [LRB inserts
12date], the state agency may not renew the lease.
AB421,3 13Section 3. 41.17 (4) (dm) of the statutes is created to read:
AB421,6,2
141.17 (4) (dm) No funds may be used for advertising on a sign that does not
2conform to the requirements under s. 84.30.
AB421,4 3Section 4. 59.70 (22) of the statutes is repealed.
AB421,5 4Section 5. 60.23 (29) of the statutes is repealed.
AB421,6 5Section 6. 66.0430 of the statutes is created to read:
AB421,6,7 666.0430 Regulation of billboards. (1) In this section, “political subdivision"
7means a city, village, town, or county.
AB421,6,12 8(2) A political subdivision may enact an ordinance that regulates the
9construction and maintenance of billboards and other similar structures on premises
10abutting on highways in the political subdivision that are maintained by the political
11subdivision. An ordinance under this section shall promote aesthetic values and
12public safety on the highways.
AB421,7 13Section 7. 84.30 (1) of the statutes is amended to read:
AB421,6,2314 84.30 (1) Legislative findings and purpose. To promote the safety, convenience
15and enjoyment of public travel, to preserve the natural beauty of Wisconsin, to aid
16in the free flow of interstate commerce, to protect the public investment in highways,
17and to conform to the expressed intent of congress to control the erection and
18maintenance of outdoor advertising signs, displays and devices adjacent to the
19national system of interstate and defense highways, it is hereby declared to be
20necessary in the public interest to control the erection and maintenance of billboards
21and other outdoor advertising devices adjacent to said system of interstate and,
22federal-aid primary, and state trunk highways and, the Great River Road, and scenic
23byways
.
AB421,8 24Section 8. 84.30 (2) (a) of the statutes is amended to read:
AB421,7,5
184.30 (2) (a) “Adjacent area" means an area which is adjacent to and within 660
2feet of the nearest edge of the right-of-way of any interstate or, primary, or state
3trunk
highway or, the Great River Road, or a scenic byway, which 660 feet distance
4shall be measured horizontally along a line normal or perpendicular to the center
5line of the highway.
AB421,9 6Section 9. 84.30 (2) (dg) of the statutes is created to read:
AB421,7,147 84.30 (2) (dg) “Customary maintenance" means any of the following and
8similar activities when performed to maintain a sign in substantially the same form
9as when the sign became nonconforming: preparing surfaces for painting; repairing
10or replacing fasteners such as nails, screws, or bolts; replacing lighting components
11and associated fixtures; or fastening broken pieces of a sign back together with glue
12or fasteners. “Customary maintenance" does not include using different materials
13for any replacement or adding any structural elements such as posts, poles, braces
14or guy wires, crossbeams, or sign faces.
AB421,10 15Section 10 . 84.30 (2) (im) of the statutes is created to read:
AB421,7,1716 84.30 (2) (im) “Scenic byway" means a highway designated by the department
17as a scenic byway under s. 84.106.
AB421,11 18Section 11. 84.30 (2) (j) of the statutes is amended to read:
AB421,7,2419 84.30 (2) (j) “Sign" means any outdoor advertising sign, display, device, notice,
20figure, painting, drawing, message, placard, poster, billboard, or other thing, which
21is designed, intended, or used to advertise or inform, any part of the advertising or
22informative contents of which is visible from any place on the main-traveled way of
23any portion of an interstate highway or, primary highway, or state trunk highway or
24scenic byway
.
AB421,12 25Section 12. 84.30 (2) (jm) of the statutes is created to read:
AB421,8,2
184.30 (2) (jm) “State trunk highway" has the meaning given in s. 340.01 (60),
2except that it includes connecting highways.
AB421,13 3Section 13. 84.30 (3) (intro.) of the statutes is amended to read:
AB421,8,64 84.30 (3) Signs prohibited. (intro.) No sign visible from the main-traveled way
5of any interstate or, federal-aid , or state trunk highway or scenic byway may be
6erected or maintained, except the following:
AB421,14 7Section 14. 84.30 (3) (c) 2. of the statutes is amended to read:
AB421,8,138 84.30 (3) (c) 2. Signs that are not effectively shielded as to prevent beams or
9rays of light from being directed at any portion of the traveled ways of the interstate
10or, federal-aid primary, or state trunk highway or scenic byway and that are of such
11intensity or brilliance as to cause glare or to impair the vision of the driver of any
12motor vehicle, or that otherwise interfere with any driver's operation of a motor
13vehicle, are prohibited.
AB421,15 14Section 15. 84.30 (3) (e) of the statutes is amended to read:
AB421,8,1715 84.30 (3) (e) Signs to be erected in business areas subsequent to March 18, 1972
16which when erected will, but before the effective date of this paragraph .... [LRB
17inserts date], that
comply with sub. (4).
AB421,16 18Section 16 . 84.30 (3) (gm) of the statutes is created to read:
AB421,8,2119 84.30 (3) (gm) Signs that were lawfully in existence on the effective date of this
20paragraph .... [LRB inserts date], and that conform to the requirements of s. 84.30,
212017 stats.
AB421,17 22Section 17. 84.30 (3) (h) of the statutes is amended to read:
AB421,8,2523 84.30 (3) (h) Signs outside the adjacent area which are not erected with the
24purpose of their message being read from the main-traveled way of an interstate or,
25primary, or state trunk highway or scenic byway.
AB421,18
1Section 18. 84.30 (4) (intro.) of the statutes is amended to read:
AB421,9,102 84.30 (4) Sign criteria. (intro.) The department shall effectively control or
3cause to be controlled, the erection and maintenance of outdoor advertising signs,
4displays, and devices that are erected subsequent to March 18, 1972, but before the
5effective date of this subsection .... [LRB inserts date],
in all business areas.
6Whenever a bona fide county or local zoning authority has made a determination of
7customary use, as to size, lighting and spacing such determination may be accepted
8in lieu of controls by agreement in the zoned commercial and industrial areas within
9the geographical jurisdiction of such authority.
In all other business areas, the
10criteria set forth below shall apply:
AB421,19 11Section 19. 84.30 (4) (b) 1. of the statutes is amended to read:
AB421,9,1512 84.30 (4) (b) 1. Signs which contain, include, or are illuminated by any flashing,
13intermittent, or moving light or lights are prohibited, except those specified in par.
14(bm) and
those giving public service information such as time, date, temperature,
15weather, or similar information.
AB421,20 16Section 20. 84.30 (4) (b) 2. of the statutes is amended to read:
AB421,9,2217 84.30 (4) (b) 2. Signs which are not effectively shielded as to prevent beams or
18rays of light from being directed at any portion of the traveled ways of the interstate
19or, federal-aid primary, or state trunk highway or scenic byway and which are of such
20intensity or brilliance as to cause glare or to impair the vision of the driver of any
21motor vehicle, or which otherwise interfere with any driver's operation of a motor
22vehicle are prohibited.
AB421,21 23Section 21. 84.30 (4) (bm) of the statutes is repealed.
AB421,22 24Section 22. 84.30 (4) (c) 1. of the statutes is amended to read:
AB421,10,5
184.30 (4) (c) 1. On interstate and, federal-aid primary, and state trunk
2highways and scenic byways signs may not be located in such a manner as to obscure,
3or otherwise physically interfere with the effectiveness of an official traffic sign,
4signal, or device, obstruct or physically interfere with the driver's view of
5approaching, merging, or intersecting traffic.
AB421,23 6Section 23. 84.30 (4) (c) 2. of the statutes is amended to read:
AB421,10,137 84.30 (4) (c) 2. On interstate highways and, freeways on the federal-aid
8primary system, and freeways on a state trunk highway or scenic byway no 2
9structures shall be spaced less than 500 feet apart. Outside of incorporated villages
10and cities, no structure may be located adjacent to or within 500 feet of an
11interchange, intersection at grade, or safety rest area. Said 500 feet shall be
12measured along the interstate or freeway from the beginning or ending of pavement
13widening at the exit from or entrance to the main-traveled way.
AB421,24 14Section 24. 84.30 (4) (c) 3. of the statutes is amended to read:
AB421,10,1815 84.30 (4) (c) 3. On nonfreeway federal-aid primary and state trunk highways
16and scenic byways outside incorporated villages and cities, no 2 structures shall be
17spaced less than 300 feet apart. Within incorporated villages and cities, no 2
18structures shall be spaced less than 100 feet apart.
AB421,25 19Section 25. 84.30 (4m) of the statutes is created to read:
AB421,10,2320 84.30 (4m) Illumination criteria. Notwithstanding sub. (4), no sign visible
21from the main-traveled way of any interstate, federal-aid, or state trunk highway
22or scenic byway may be illuminated unless the owner of the sign has received a
23permit under sub. (10m) (b).
AB421,26 24Section 26. 84.30 (5) (bm) of the statutes is amended to read:
AB421,11,11
184.30 (5) (bm) Signs lawfully erected, but which do not conform to the
2requirements of sub. (3) (c), are declared nonconforming but are not subject to
3removal, except as otherwise provided in this paragraph. To allow such signs to exist,
4to perform customary maintenance thereon, or to change the advertising message
5thereof, does not constitute a violation of sub. (3), but to enlarge, replace, or relocate
6such signs, or to erect additional signs, shall constitute a violation subjecting the sign
7to removal without compensation, unless upon completion of such work all signs
8upon the property conform to the requirements of sub. (3). The owner of any sign
9declared nonconforming under this paragraph shall maintain a record of all work
10performed on the sign, including a photograph of each item of work performed, and
11provide a report to the department of the work performed.
AB421,27 12Section 27. 84.30 (5) (br) of the statutes is repealed.
AB421,28 13Section 28. 84.30 (9g) of the statutes is created to read:
AB421,11,1614 84.30 (9g) Sign database. (a) The department shall develop and maintain a
15sign database containing information collected under sub. (9r) and all of the
16following information with respect to each sign:
AB421,11,1717 1. The name and address of the owner.
AB421,11,1818 2. The name and address of the installer.
AB421,11,1919 3. The name and address of the owner of the parcel on which the sign is located.
AB421,11,2120 4. The name and address of any occupant of the parcel on which the sign is
21located.
AB421,11,2222 5. Zoning and land use status of the parcel on which the sign is located.
AB421,11,2423 6. If commercial or industrial activity occurs on the parcel on which the sign
24is located, a description of the activity.
AB421,11,2525 7. Any other information required by the department.
AB421,12,3
1(b) An owner of a sign shall provide all of the information required under par.
2(a) 1. to 7. to the department and shall update the information whenever the
3information in the database is no longer accurate.
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