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The new digital marquee outside Michigan Stadium during the Notre Dame game in September.

(Ryan Stanton | The Ann Arbor News)

The Ann Arbor City Council passed a resolution Thursday night asking the University of Michigan to remove its new digital billboard in front of the Big House.

The council went on record, as previously announced, arguing the 1,300-square-foot marquee on East Stadium Boulevard is too big, too bright and too distracting to drivers with its continually changing messages.

"I hope the university will listen to the message and respect the community's judgment that this structure, although it has some purpose surely for the university, is just not good for Ann Arbor," said Council Member Christopher Taylor, D-3rd Ward.

Christopher Taylor

The council's resolution, which passed unanimously, asks that the university remove the $2.8 million billboard and replace it with a sign that conforms to the city's sign ordinance.

If the university declines to remove the billboard, the city asks that it only be activated when events are being held at Michigan Stadium and Crisler Center.

The new billboard promotes U-M athletics morning, afternoon and night, encouraging fans to visit MGoBlue.com, buy tickets and follow U-M on Twitter and Facebook.

The resolution against the billboard was sponsored by Council Members Marcia Higgins, Margie Teall, Sally Hart Petersen, Jane Lumm and Taylor.

Taylor noted the city looked at the issue of digital billboards earlier this year and decided they're unwelcome in Ann Arbor.

"We made this judgment based upon a belief that these billboards serve to distract drivers and that the intrusion of illuminated advertising degrades our vision-scape," he said, noting the billboard's sole purpose is to divert drivers' attention.

U-M President Mary Sue Coleman, along with the school's athletic department, are standing behind the sign. They contend the sign is safe and informative, and not the distraction some city officials are claiming it to be.

Jim Kosteva, the university's director of community relations, was in attendance Thursday night. Kosteva told council members he was there to listen and would take the city's concerns back to the university.

Council members noted the city has a sign ordinance that prohibits digital billboards, and the billboard on East Stadium Boulevard violates that. As an autonomous state institution, the university doesn't have to follow local ordinances, though.

The billboard was installed a few months ago between Michigan Stadium and Crisler Center and is now visible from Stadium Boulevard. It has audio capabilities, stands 21 feet above the ground and is 27 feet tall and 48 feet wide.

"The city of Ann Arbor believes that the stadium billboard, with its near constant activation, substantial size, moving images, two-sided illumination, and immediate proximity to Stadium Boulevard, creates exactly the sort of harm that the sign ordinance amendment was intended to prevent," the council resolution states.

Teall, D-4th Ward, said she's heard the university's argument that it shouldn't bother residents since it's across from a golf course, not in a neighborhood. She noted the billboard doesn't face the golf course, though — it's pointed at drivers.

Council Member Mike Anglin, D-5th Ward, said he thinks the billboard is only serving to annoy the people who drive by it on a daily basis.

Council Member Chuck Warpehoski, D-5th Ward, said at an absolute minimum the university should comply with the Federal Highway Administration's guidelines for digital billboards, which prohibit flashing animation or other motion.

"They show videos on the sign," he said. "That is, in my opinion, absolutely unacceptable and should stop."

Warpehoski said the brightness also should be adjusted at night so the sign isn't unreasonably bright. He said people can see it from their houses.

Kosteva told council members the billboard complies with federal standards for brightness.

"And with the exception of the moving videos that are shown only on game days, it also complies with the federal highway and Michigan Department of Transportation standards regarding the duration of the messages, as well as the time periods of changing those messages," Kosteva said.

Warpehoski said he wasn't satisfied with Kosteva's answer that the university follows the standards most of the time with exceptions on game days.

Ryan Stanton covers Ann Arbor city hall for The Ann Arbor News. Reach him at ryanstanton@mlive.com or 734-623-2529 or follow him on Twitter.