I’ve talked at length before about signs and billboards (here and here). These days it is all about the large-scale vinyl banner but in earlier times what wasn’t painted on the side of a building was set on the roof. I had never given these old billboards much thought, until recently.
Above is the Farmers and Merchants building in February of 2006 with an advertisement for the phone book, of all things. To preservation purists the billboard is an eyesore. The platform in front of the billboard masks the decorative elements along the parapet of the building and adds a cluttered look, right?
Above, in November 2007, the billboard is gone but the framework remains — for now. Soon the framework will be off to a metal recycler. Standing in the beautifully renovated South Side National Bank, now condos, with a representative from The Lawrence Group I couldn’t help feel a sudden loss when he indicated it was going away. “No!” I cried out.
I can’t fault the Lawrence Group, well, not too much. They own the building and want to do a new roof, hard to argue with that logic. I know if they wanted to install such a billboard folks would be upset. This, of course, got me wondering if I’d be one of those objecting to a large display of commercialism if this same billboard were proposed today.
Near my office, on South Kingshighway, is another rooftop billboard above the yummy Lily’s restaurant. This helps answer my question — I think I’d be able to support having such billboards along commercial streets. I’d be cautious about light pollution — excess light cast into nearby windows from the billboard. But in general, I rather like it.
Even though I don’t always like the message on the billboard, I like the presence. It adds a nice touch of urban messiness to the street. I like the shadows they cast. I like the details of the metal structure and the supports where the structure touches the roof or exterior masonry walls. I don’t want St. Louis to become Times Square or Las Vegas but such are part of our culture.
Above is from a scene in the classic 1992 film, Strictly Ballroom, with Scott and Fran dancing on the roof amongst the laundry and a Coke billboard. OK, that was based in Australia — see how universal the billboard truly is. We have Billboard magazine and I’m sure we’ve all seen a sitcom or two with folks up on a billboard trying to change the message.
I like urban clutter, but not just any clutter. I don’t like tons of little (or big) vinyl banners affixed to the face of buildings.  I’m also not a fan of the big billboard on a pole — just sticking up in the air, often next to the highway. But there is something about the rooftop billboard that I find endearing.
As a matter of public policy, I wouldn’t go so far as to prevent an owner from removing a billboard from their building but I could also see circumstances where not only might such a sign be welcomed, but actually encouraged. I could imagine allowing property owners along major streets to erect billboards as part of a development project — as an incentive for doing a more urban project. For example, say Walgreens were to renovate an existing urban building (aka up to sidewalk, parking on-street/behind) and then lease the 2nd floor apartments. I’d let them have a billboard on the roof for that.
I’d want it to be at least on a two-story building. Again, issues of light pollution would need to be addressed. Not Times Square, just enough to upset the anti-clutter folks.