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Increasingly complex traffic and roadway environments require greater attention to and focus on <br />the driving task. <br />The purpose of this study is to understand what existing transportation research tells us about the <br />effects of dynamic signs on motorists. This study also explores regulatory measures enacted in <br />other jurisdictions to address concerns related to driver distraction. Due to time and scope <br />constraints, this report is not comprehensive, but rather addresses the most frequently cited and <br />easily accessible information available. The report concludes with a discussion of regulatory <br />options for the City of Minnetonka to consider in their formulation of policies to address <br />dynamic signage. <br />Information collected for this report draws from a variety of sources including interviews with <br />subject matter experts, government and academic research, and policies developed to regulate <br />various types of signage. <br />Several city and county sign ordinances were used as references for policy and regulatory <br />research. In some cases, ordinances were brought to our attention by planners and others <br />following the sign ordinance issue. In others, Internet searches were conducted using words and <br />references that apply specifically to dynamic signs. <br />Several sign manufacturers and sign companies provided an industry perspective through a <br />workshop with the SRF Consulting Group and the City of Minnetonka staff on February 27, <br />2007. This meeting yielded information about sign characteristics that can be addressed through <br />policy and regulatory measures. Daktronics, a company that manufactures and markets LED <br />signs, was also helpful in this regard, providing informational materials about characteristics of <br />signs that can be regulated and examples of city sign ordinances with which they are familiar. <br />3.0 SELECTED RESEARCH FINDINGS <br />This following section presents a summary of expert opinions and selected driver distraction <br />research conducted by government and academic researchers examining roadside signage and its <br />effects on the driving task. Studies are organized around critical questions with serious research <br />ramifications. <br />• Is there reason to believe that billboards are a source of distraction? <br />• Is there reason to believe that "dynamic" billboards are an additional source of <br />distraction? <br />• How much distraction is a problem? <br />• How does "brightness" affect driver safety concerns? <br />• How should billboards and other signage be regulated from a driver safety perspective? <br />2 <br />