Owners of the Tioga building in downtown Coos Bay are appealing a decision by the Coos Bay Planning Commission to block them from installing digital billboards on top of the historic downtown building. World Photo Madeline Steege

Dancing lights, swirling videos and music may soon flash and blast over the rooftops of downtown Coos Bay.

The roof of the Tioga Hotel, the tallest building in downtown Coos Bay, may soon host a digital reader board that would broadcast digital advertising five stories overhead and could easily be seen by travelers and businesses from miles away. The sign, which would be similar to the digital board at the downtown Coos Bay Fire Station - but much larger, would be double-sided so drivers could see the images from both directions of travel on U.S. Highway 101.

“It's a TV screen. That's what it is, a giant TV,” said Merlin Wisby, the owner of the Tioga. “You can turn it up, and we could have music playing all over Coos Bay.”

The sign has become an issue of contention between Wisby and Ron Tabenner, who owns neighboring property on the corner of Market Street and the highway. Tabenner and the tenants and business owners in his buildings submitted a petition protesting the proposed sign, and on May 9, the Coos Bay Planning Commission denied Wisby's application to display the sign on his historic building. Wisby has appealed the decision, and the appeal will be heard by the Coos Bay City Council on July 5.

Wisby said he doesn't see why the council would deny him the right to put up his sign, and that in addition to advertising it could provide community service.

“It's for the public of Coos Bay. I got to thinking about this a long time ago when I bought the hotel, in event of emergencies the reader boards would help,” he said. “What if there's a tsunami 200 miles away? Those signs could come in handy. It's for information for the whole town.”

Although Wisby said his motives are altruistic, he admits he is buying the $500,000 sign to sell advertising. Which he hopes will more than pay for the significant investment, he said.

As the Tioga is a historical building, on a scenic byway and a landmark of Coos Bay, gaining the support of the council may be difficult.

Historical value

Part of the reason the Planning Commission denied Wisby's application is the historic value of his building - which is considered a cultural resource by the city.

According to Laura Barron, Coos Bay planning administrator, a building that exemplifies the city's cultural, social and architectural history, or is symbolic of a specific period, is considered a cultural resource. To make changes to the exterior of the Tioga, which also is on the National Register for Historic Buildings, the owner must demonstrate that the change will enhance or protect - not detract from the building, she said.

“Cultural resources help embody the cultural heritage of the city, and can provide cultural identity and community enrichment,” Barron said.

Between the petition submitted by Tabenner and the lack of any evidence that a modern technological sign could enhance the architectural and historical significance of the Tioga, the commission voted unanimously against the proposed sign.

If there's any opposition we go back to the criteria, because it gets very emotional,” Barron said. “If we can't satisfy these criteria it's denied.”

Although Wisby has appealed the decision, even if he were approved by the council, he still would have to apply to the Oregon Department of Transportation for permission to put the sign on the scenic byway.

“U.S. 101 is a state and national scenic byway. Signs on private property that are visible to the state highway, must comply with regulations,” Barron said. “Signs may have intermittent lights if it is on private property, and displays only time, temperature or weather, and advertises only businesses in that building.”

Wisby said he planned on selling board-time to advertisers and community groups, and that the sign would be available to more than just businesses located in the Tioga.

‘This ain't Vegas'

Wisby said he doesn't see anything wrong with putting the state-of-the-art sign on top of the building built in 1925.

“Where would Las Vegas be without their reader boards? Las Vegas is about the most beautiful sight you'll ever see, driving down the strip and all those lights lighting up the desert,” Wisby said.

But local leaders and community members expressed some concerns that the sign may not be suitable for the quiet downtown atmosphere.

“Some people think it would be neat, bright and modern. But others say, ‘this ain't Vegas,' and think it looks tacky,” said Coos Bay City Manager Scott McClure. “It just really comes down to community standards. We've gotten comments about our board on the fire station.”

Tabenner and the 37 people who signed the petition protesting the sign think Vegas is the last place Coos Bay should aspire to be.

“I think a reader board in downtown Coos Bay is completely out of place,” Tabenner said. “The Tioga was built in 1925 and it's a great stately building. Trying to put a modern sign on it just doesn't fit.”

Tabenner said he has invested a lot of money in his properties on Market Street, trying to match the historical architecture of downtown, and attract businesses and tenants. He thinks Wisby's sign would be detrimental not only to the Tioga, but to his buildings as well.

“I'm also opposed to it because of the lights that will shine into our apartments,” he said. “The flickering lights will be a distraction to our tenants.”

Tabenner also said that if Wisby's sign could be seen for miles away, then people living on hills in the area also could be adversely affected by the sign.

“I don't think it would be fair for the people on Telegraph Hill not to have a say,” he said. “Just about everybody I talked to is opposed to it. I haven't found a single person who thinks it's a good idea.”

According to Barron, Wisby said he would put the sign on a sleep mode that would allow the reader board to be turned off from 11 p.m. to 6 a.m., but Tabenner said that he doesn't feel like that is a sufficient compromise.

“The city has invested a lot of money in the downtown. And to put a Las Vegas style sign on the tallest building, would change the whole scheme of downtown,” he said. “I don't think under any circumstances it should be allowed.”