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www.ambiente.us AUGUST |AGOSTO 2010
Miami Commission approves towering digital billboards
With little discussion, Miami commissioners approved a
controversial plan for towering electronic advertising billboards
next to the Arsht Center
By Andres Viglucci & Patricia Mazzei
With scant discussion, Miami commissioners on Thursday unanimously approved a
developer's controversial plan to erect a pair of skyscraper-size electronic advertising
towers next to the Arsht Center, leaving unaddressed questions about the project's
legality and its impact on the adjacent Omni and Venetian Island areas.
Before the 5-0 vote, however, Commission Chair Marc Sarnoff obtained some
concessions from developer Mark Siffin, who agreed to contribute $8 million over 10
years toward the construction of a planned Museum Park.
Siffin also agreed to a somewhat higher annual permit fee for the cash-strapped city
than initially contemplated -- to a total of $2.2 million a year if the project scope doesn't
change, according to Sarnoff. The towers are expected to generate tens of millions of
dollars annually.
A second and final vote was scheduled for July 29, though that now appears a legal
formality.
Miami Commission approves towering digital billboards
With little discussion, Miami commissioners approved a
controversial plan for towering electronic advertising billboards
next to the Arsht Center
By Andres Viglucci & Patricia Mazzei
With scant discussion, Miami commissioners on Thursday unanimously approved a
developer's controversial plan to erect a pair of skyscraper-size electronic advertising
towers next to the Arsht Center, leaving unaddressed questions about the project's
legality and its impact on the adjacent Omni and Venetian Island areas.
Before the 5-0 vote, however, Commission Chair Marc Sarnoff obtained some
concessions from developer Mark Siffin, who agreed to contribute $8 million over 10
years toward the construction of a planned Museum Park.
Siffin also agreed to a somewhat higher annual permit fee for the cash-strapped city
than initially contemplated -- to a total of $2.2 million a year if the project scope doesn't
change, according to Sarnoff. The towers are expected to generate tens of millions of
dollars annually.
A second and final vote was scheduled for July 29, though that now appears a legal
formality.
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About two dozen speakers testified during the two-hour hearing, most in favor, saying the
towers would improve safety by improving lighting and drawing people to the mostly
desolate area around the Arsht.
But commissioners brushed aside concerns from some residents, primarily from the
nearby Venetian Islands, that the giant signs -- which will show animated, flashing LED
images -- would disturb their quality of life.
They also did not address criticism over the timing and unusual speed of the deal, which
was hammered out in private by Mayor Tomás Regalado and city staff and put on a fast
track to commission approval with little formal public review before Thursday's meeting.
Commissioners also barely touched questions about the legality of the proposed ad
towers, which appear to contravene federal, state and county laws that sharply limit the
size, use and location of commercial signs. A state regulator has said the signs -- which
would rise as high as 40 stories atop a multistory parking garage Siffin proposes to build
-- would ``far exceed'' those limits.
When Commissioner Richard P. Dunn II asked City Attorney Julie Bru if the signs were
legal, she responded, ``I can't tell you that this is something that is prohibited.''
Bru added that Siffin would be required to ensure they are legal, ending the commission's
discussion of the subject.
Siffin and his lawyers -- who the city allowed to design the special ordinances and the
permitting process for the towers -- argue that they need no other authorizationthan the
city's tobuild.
The towers and garage would occupy the site of a parking lot behind the historic Boulevard
Shops on Biscayne Boulevard, across Northeast 14th Street from the Arsht's Knight
Concert Hall. The lots are owned by The McClatchy Co., parent of The Miami Herald.
towers would improve safety by improving lighting and drawing people to the mostly
desolate area around the Arsht.
But commissioners brushed aside concerns from some residents, primarily from the
nearby Venetian Islands, that the giant signs -- which will show animated, flashing LED
images -- would disturb their quality of life.
They also did not address criticism over the timing and unusual speed of the deal, which
was hammered out in private by Mayor Tomás Regalado and city staff and put on a fast
track to commission approval with little formal public review before Thursday's meeting.
Commissioners also barely touched questions about the legality of the proposed ad
towers, which appear to contravene federal, state and county laws that sharply limit the
size, use and location of commercial signs. A state regulator has said the signs -- which
would rise as high as 40 stories atop a multistory parking garage Siffin proposes to build
-- would ``far exceed'' those limits.
When Commissioner Richard P. Dunn II asked City Attorney Julie Bru if the signs were
legal, she responded, ``I can't tell you that this is something that is prohibited.''
Bru added that Siffin would be required to ensure they are legal, ending the commission's
discussion of the subject.
Siffin and his lawyers -- who the city allowed to design the special ordinances and the
permitting process for the towers -- argue that they need no other authorizationthan the
city's tobuild.
The towers and garage would occupy the site of a parking lot behind the historic Boulevard
Shops on Biscayne Boulevard, across Northeast 14th Street from the Arsht's Knight
Concert Hall. The lots are owned by The McClatchy Co., parent of The Miami Herald.
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This artist's rendering
shows the electronic ad
towers planned by
developer Mark Siffin.
As the property owner, McClatchy, which has a long-standing $190 million deal to sell
several Herald parking lots to Siffin, is listed on the development agreement approved
Thursday, and wrote Sarnoff a letter in support of the towers plan.
McClatchy's involvement will end once the land sale closes, said Jeffrey Bercow, Siffin's
lawyer.
Sarnoff's amendments would also impose a $1 million-a-year penalty if Siffin fails to start
construction on a promised second phase -- an adjacent pedestrian-friendly retail center on
the Herald's lots -- within five years.
It was the promise of the retail center that appeared to generate support from some
Omni-area residents who told commissioners it would significantly improve the
neighborhood.
Though Siffin had previously gotten city approval for a big-box mall in the area, he said he
will not build that project. However, he has submitted no detailed plan nor received building
approval for the promised new version of the retail center.
After the meeting, Sarnoff said he asked for the penalty should Siffin fail to build the retail
because the agreement the commission approved Thursday does not obligate him to do so.
Critics of the plan say they fear Siffin would walk away from the project after building the
lucrative towers.
Read more:
http://www.miamiherald.com/2010/07/22/1743173/miami-commission-approves-tow
ering.html#ixzz0uVPvWSRw
Copyright © MiamiHerald & AMBIENTE MAGAZINE. Do not reproduce without citing this source
several Herald parking lots to Siffin, is listed on the development agreement approved
Thursday, and wrote Sarnoff a letter in support of the towers plan.
McClatchy's involvement will end once the land sale closes, said Jeffrey Bercow, Siffin's
lawyer.
Sarnoff's amendments would also impose a $1 million-a-year penalty if Siffin fails to start
construction on a promised second phase -- an adjacent pedestrian-friendly retail center on
the Herald's lots -- within five years.
It was the promise of the retail center that appeared to generate support from some
Omni-area residents who told commissioners it would significantly improve the
neighborhood.
Though Siffin had previously gotten city approval for a big-box mall in the area, he said he
will not build that project. However, he has submitted no detailed plan nor received building
approval for the promised new version of the retail center.
After the meeting, Sarnoff said he asked for the penalty should Siffin fail to build the retail
because the agreement the commission approved Thursday does not obligate him to do so.
Critics of the plan say they fear Siffin would walk away from the project after building the
lucrative towers.
Read more:
http://www.miamiherald.com/2010/07/22/1743173/miami-commission-approves-tow
ering.html#ixzz0uVPvWSRw
Copyright © MiamiHerald & AMBIENTE MAGAZINE. Do not reproduce without citing this source
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