Company wants billboard at Devils Glen & Middle Roads raised 10 feet to improve motorists' view

A billboard company is seeking a "hardship" variance to increase the height of its 10-foot by 40-foot sign at one of the busiest intersections in Bettendorf.

Lamar Advertising wants a variance from the Bettendorf Board of Adjustment so it can increase the height of its giant billboard at Middle and Devils Glen Roads to 40 feet in height from its current 30 feet.

The reason for the hardship – another sign at the corner is blocking motorist from fully seeing the billboard as they drive east on Middle Road.

The sign "obstructing" the Lamar billboard is actually the on-premise sign for the corner oil change shop. Lamar erected its billboard essentially on top of the oil change building years ago, after apparently reaching a deal with the corner property owner.

The city staff has taken a diplomatic position on the issue: "If the Board feels that the visibility hardship stated by the applicant is significant and that the request is the only reasonable remedy, then the proposed variance is justified."

The board of adjustment meeting and hearing on the billboard "hardship" variance will be at 5 p.m. Wednesday (3/14) at Bettendorf City Hall.