Jeremy Liles said he will continue to push for a rules change in the City of Batavia on commercial signs that prohibit electronic signs from regularly changing their messages.
Earlier this year, Liles installed a new sign on his business, Oliver's Candies, at Main and Oak with an electronic message board.
Under the current city ordinance, he can only change the message on the board once every 24 hours. He would like to change it hourly, especially this time of year when he might have four or five different promotions going to attract holiday business.
Tuesday night the city's planning board unanimously rejected his request for a variance to allow the message to change at least hourly.
Duane Preston, chairman of the board, said his vote was based on the fact there is no precedent in the city for allowing an exemption.
Liles argued that signs at Salvation Army and Batavia High School change more often than every 24 hours, but Preston said the city's code enforcement officers report that no permission has been granted for such changes where the city has jurisdiction. He doesn't have jurisdiction over the school property, he said.
Liles said the inconsistency bothers him.
He vowed to continue the fight after the vote, including bringing it up during the city's comprehensive plan update.
One apparent argument against frequently changing signs is that it creates a traffic hazard. Liles said he doesn't buy that argument. Distracted driving from mobile phones is a bigger problem than business signs, he said.
"There were two accidents in front of Oliver's this morning and that had nothing to do with my sign," he said.