Trans 201.14(2)(a)
(a) Nonconforming signs shall be removed or relocated in the order listed below:
Trans 201.14(2)(a)1.
1. First, signs advertising products of general availability in commercial channels.
Trans 201.14(2)(b)
(b) The priority system shall be implemented on a region-by-region basis. The department shall coordinate the priority system program to accomplish an equitable statewide progression from one priority category to the next; provided that signs in par.
(a) 3. may not be removed or relocated until all signs in par.
(a) 1. and
2. are removed or relocated.
Trans 201.14(3)(a)
(a) The priority system applies only to nonconforming signs. Top priority shall continue to be given to the removal of illegal and abandoned signs.
Trans 201.14(3)(b)
(b) Signs may be acquired regardless of priority category in hardship and other cases where acquisition of the signs is voluntarily negotiated between the sign owner and the department.
Trans 201.14(3)(c)
(c) The priority system does not apply to sign removals necessitated by a highway improvement project.
Trans 201.14(3)(d)
(d) The priority system does not apply to signs removed in accordance with a scenic easement or preservation project.
Trans 201.14(3)(e)
(e) If the removal or relocation of a sign is delayed because of a pending lawsuit or contested case under ch.
227, Stats., that sign shall not be considered in determining whether the removal or relocation of signs in a priority category has been completed.
Trans 201.14(4)(a)
(a) The department shall make reports to the appropriate standing committees of the legislature at the completion of each priority category and before progressing from one priority category to the next, as provided in sub.
(2) (b).
Trans 201.14(4)(b)
(b) The department shall make reports to the appropriate standing committees of the legislature on June 1 and November 1 of each year until all signs have been removed under s.
84.30, Stats.
Trans 201.14(5)
(5) General provisions. The advertising message on signs may be changed so as to move a sign from one priority category to another; however, once an acquisition order for a sign project is approved by the department, signs covered by the order will be removed regardless of changes made in the advertising message after the acquisition order is approved.
Trans 201.14 History
History: Cr.
Register, January, 1977, No. 253, eff. 2-1-77; renum. from Hy 19.25 and am. (1) (a) and (b) (intro.), (2) (a) 2. and 3., (2) (b), (3) (b) and (e), (4) and (5),
Register, July, 1980, No. 295, eff. 8-1-80; cr. (3) (f),
Register, August, 1980, No. 296, eff. 9-1-80; correction in (2) (b) made under s.
13.92 (4) (b) 6., Stats.,
Register February 2013 No. 686.
Trans 201.15(1)(1)
Purpose. The purpose of this section is to set standards for the use of signs whose messages may be changed by electronic process in accordance with
23 USC 131 (c) (3) and (j), and ss.
84.30 (3) (c) and
(4) (b), Stats.
Trans 201.15(2)(b)
(b) “Message" means anything displayed on a sign, including copy, art animations and graphics.
Trans 201.15(2)(c)
(c) “Multiple message sign" means an outdoor advertising sign, display or device whose messages are on triangular louvered facings and are changed by electronic rotation of the louvers.
Trans 201.15(2)(d)
(d) “Public service information" means a message on an electronic sign which provides the time, date, temperature, weather, or information concerning civic, charitable or other noncommercial activities.
Trans 201.15(2)(e)
(e) “Segmented message" means any message or distinct subunit of a message presented by means of at least one display change on a variable message sign.
Trans 201.15(2)(f)
(f) “Traveling message" means a message which appears to move across a variable message sign.
Trans 201.15(2)(g)
(g) “Variable message sign" means an outdoor advertising sign, display or device without moving parts whose message may be changed by electronic process through the use of moving or intermittent light or lights.
Trans 201.15(3)
(3) Variable message signs. Signs authorized under s.
84.30 (3) (c) and
(e), Stats., may consist in whole or in part of a variable message sign subject to all of the following restrictions:
Trans 201.15(3)(a)
(a) Signs erected under s.
84.30 (3) (c), Stats., may be used only to advertise activities conducted on the property on which the signs are located or to present public service information.
Trans 201.15(3)(f)
(f) No traveling message may travel at a rate slower than 16 light columns per second or faster than 32 columns per second.
Trans 201.15(3)(g)
(g) No variable message sign lamp may be illuminated to a degree of brightness that is greater than necessary for adequate visibility. Signs found to be brighter than necessary for adequate visibility shall be adjusted by the person owning or controlling the sign in accordance with the instructions of the department.
Trans 201.15(4)
(4) Multiple message signs. Signs authorized under s.
84.30 (3) (c) and
(e), Stats., may consist in whole or in part of a multiple message sign subject to all of the following restrictions:
Trans 201.15(4)(a)
(a) The louver rotation time to change a message shall be one second or less.
Trans 201.15(4)(b)
(b) The time a message remains in a fixed position shall be 6 seconds or more.
Trans 201.15(4)(c)
(c) During an appeal under s.
84.30 (18), Stats., or any other litigation with the department concerning a multiple message sign, the person owning or controlling the sign shall place the louvers in a fixed position and may not rotate them until a final decision has been rendered.
Trans 201.15 Note
Note: A multiple message sign as defined in s.
Trans 201.15 (2) (c) refers to the sign known in the outdoor advertising industry as a tri-vision sign, and a variable message sign defined in s.
Trans 201.15 (2) (g) includes the device known in the outdoor advertising industry as a commercial electronic variable message sign.
Trans 201.15 History
History: Cr.
Register, July, 1983, No. 331, eff. 8-1-83; r. and recr.
Register, April, 1998, No. 508, eff. 5-1-98.
Trans 201.16(1)(1)
Definitions. “Political sign" means a sign erected for the purpose of soliciting support for or opposition to a candidate or a political party or relating to a referendum question in an election held under the laws of this state.
Trans 201.16(2)
(2) Exemption. A political sign which would otherwise be subject to the permit requirement of s.
Trans 201.07, is exempted if all of the following conditions are satisfied:
Trans 201.16(2)(b)
(b) The sign is erected entirely on private property with the property owner's consent.
Trans 201.16(2)(c)
(c) The sign is erected less than 45 days before the election for which it is intended and is removed within 7 days after the election except that a sign erected before a primary election may remain in place until 7 days after the next following general election if the sign solicits support for a candidate, political party or referendum question that is before the electorate in both the primary and the general election.
Trans 201.16(2)(e)
(e) The sign is not erected in a location where it constitutes a traffic hazard.
Trans 201.16 History
History: Cr.
Register, July, 1983, No. 331, eff. 8-1-83; am. (2) (e),
Register, July, 1996, No. 487, eff. 8-1-96.
Trans 201.17(1)(1)
Definition. “Real estate sign" means a sign advertising the sale or lease of land upon which it is located or of a building on that land.
Trans 201.17(2)
(2) Applicability. A real estate sign that is erected along an interstate highway is subject to the permit requirement of s.
Trans 201.07.
Trans 201.17(3)
(3) Exemption. A real estate sign that is erected along a controlled highway other than an interstate highway is exempted from the permit requirement of s.
Trans 201.07 if all of the following conditions are satisfied:
Trans 201.17(3)(b)
(b) There is no more than one real estate sign on the property facing each direction of travel for each controlled highway from which a sign on the property is visible.
Trans 201.17(3)(d)
(d) The sign is not erected in a location where it constitutes a traffic hazard.
Trans 201.17(3)(e)
(e) The sign is not erected until the property is actually offered for sale or lease, and is removed within 7 days after the property has been sold or leased.
Trans 201.17 Note
Note: The term “controlled highway" as used in sub. (3) has the meaning set forth in s.
Trans 201.01.
Trans 201.17 History
History: Cr.
Register, July, 1983, No. 331, eff. 8-1-83.
Trans 201.18
Trans 201.18 Farm and agricultural test plot signs. Trans 201.18(1)(a)(a) “Agricultural test plot sign" means a sign used to mark test plot areas on a farm and includes a sign identifying the manufacturer of the seed being tested.
Trans 201.18(1)(b)
(b) “Farm sign" means a sign located on farm property which identifies the farm or advertises a farm product produced on that farm.
Trans 201.18(2)
(2) Farm sign exemption. A farm sign that would otherwise be subject to the permit requirement of s.
Trans 201.07 is exempted if all of the following conditions are satisfied:
Trans 201.18(2)(c)
(c) The sign is not erected in a location where it constitutes a traffic hazard.
Trans 201.18(3)
(3) Agricultural test plot signs. Agricultural test plot sign displays are subject to the permit requirement of s.
Trans 201.07, and the following provisions:
Trans 201.18(3)(a)
(a) One permit shall cover all the signs in an agricultural test plot sign display. Permit fees shall be based on the total surface areas of all signs in the display.
Trans 201.18(3)(b)
(b) There may be no more than one sign facing traffic in each direction that identifies the test plot and the seed manufacturer. Such a sign must be located within 50 feet of the test plot that it identifies.
Trans 201.18(3)(c)
(c) Signs shall be permitted only during the growing season and shall be removed within 7 days after harvest of the test plot crop is completed and in any event shall be removed prior to November 1 of each year.
Trans 201.18(3)(d)
(d) Row markers and variety markers may not contain identification of the seed manufacturer.
Trans 201.18 History
History: Cr.
Register, July, 1983, No. 331, eff. 8-1-83.
Trans 201.19(1)(1)
Purpose. The purpose of this section is to interpret the provisions of s.
84.30 (3) (c), Stats., relating to on-property signs.
Trans 201.19(2)
(2) Off premises advertising not permitted. An on-property sign may advertise only activities conducted on the property on which it is located, the name of the establishment and the establishment's principal product or service offered on the premises. A permit for an off-property sign is required for any sign violating the content restrictions of this subsection.
Trans 201.19(3)
(3) Narrow strips. Where the sign site is located at or near the end of a narrow strip contiguous to the advertised activity, the sign site shall not be considered part of the premises on which the activity being advertised is conducted. A narrow strip shall include any configuration of land which is such that it cannot be put to any reasonable use related to the activity other than for signing purposes.
Trans 201.19(4)(a)(a) When a property may contain signs visible from 2 controlled highways, the department interprets s.
84.30 (3) (c) 1., Stats., to allow up to 4 single-faced or 2 double-faced signs on the property, with one sign exposure visible and designed to be read from each of 4 different directions of travel.
Trans 201.19(4)(b)
(b) Whether or not a property may contain signs visible from 2 controlled highways, the department interprets s.
84.30 (3) (c) 2, Stats., to allow only one extra on-property sign exposure.
Trans 201.19(5)
(5) On-premises signs prohibited. No on-property sign may be erected in an area across a street or road from the area where the business is conducted or in any area developed for the purpose of erecting a sign.
Trans 201.19 History
History: Cr.
Register, July, 1983, No. 331, eff. 8-1-83; am. (2), cr. (5),
Register, April, 2001, No. 544, eff. 5-1-01.
Trans 201.20(1)(1)
Purpose. The purpose of this section is to set out the standards employed by the department in making determinations of customary use under s.
84.30 (4) (intro.), Stats., which are used for certifying local sign control ordinances to the federal highway administration under
23 USC 131 (d).
Trans 201.20(2)
(2) Applicability. This section applies to local certification applications filed by counties, cities, villages or towns after August 1, 1983, and to applications for the re-certification of previously certified ordinances filed after that date.
Trans 201.20(3)
(3) Definition. “Local certification" means the department's acceptance, under s.
84.30 (4) (intro.), Stats., of a local zoning authority's determination of customary use as to the size, lighting and spacing of outdoor advertising signs in the zoned commercial or industrial areas of the locality.
