To protect the health, safety, and general welfare of the Village and its residents and to implement the policies of the Village's Comprehensive Plan.

To allow adequate opportunity for free speech in the form of messages or images displayed on signs, while balancing that interest against public safety and aesthetic concerns and community character objectives impacted by signs.

To ensure that the design, location, construction, illumination, installation, repair and maintenance of signs:

Recognizing the unique impact of off-premises advertising on public safety, visual aesthetics, and quality of life, to restrict new off-premises signs and minimize the impact of existing off-premises signs.

To prevent the inadvertent favoring of commercial speech over noncommercial speech or favoring of any particular noncommercial speech over any other noncommercial speech based on its content and provide for individual expression.

Any sign authorized by this article may contain a noncommercial message. Noncommercial signs shall be subject to the same permit requirements, restrictions on size and type, and other specifications set forth in this article.

This section does not authorize the substitution of an off-premises commercial message in place of a noncommercial or on-premises commercial message.

A sign posted by the Village, a county, state, or federal agency.

A sign integrated into or on an automatic teller machine, coin-operated machine, or vending machine.

A sign carried by a person.

A sign located within the interior of any building or structure which is not visible from the public right-of-way. This does not, however, exempt such sign from the structure, electrical or material specifications of this chapter.

Permanent signs located within the interior of any building or structure which are visible from the public right-of-way, provided the gross area of the sign does not exceed four square feet.

Official notices posted by public officers or employers in the performance of their duties.

Truck, bus, trailer or other vehicles, while operating in the normal course of business, which is not primarily the display of signs.

Street addresses and numbers as required by the U.S. Postal Service.

Murals and other work of art.

Holiday lights and decorations containing no commercial messaging.

Flags of the United States and Wisconsin and other countries or states, up to a maximum of three flags per parcel. If the flag is displayed on a flagpole, the maximum dimension of any flag shall be proportional to the flagpole height of the pole. Flags must flow in accordance with protocol established by U.S. Congress. Any flag not meeting these requirements shall be considered a sign subject to the requirements of this article and not allowed as an exemption under this section.

Abandoned signs.

Off-premises signs, except as expressly allowed under this chapter.

Flashing or moving signs: flashing signs are prohibited. Changeable message signs and movie theater marquees are not subject to this restriction. Signs with physically moving components visible from the public right-of-way are not permitted except for those which revolve around a vertical axis at speeds less than seven revolutions per minute.

Swinging signs.

Floodlighted and illuminated signs. Signs may be floodlighted or illuminated, subject to the following restrictions:

Signs which are an imitation of, or resemble in shape, size, copy or color an official traffic sign or signal.

Signs attached to any public utility pole or structure, street tree, fence, fire hydrant, bridge, curb, sidewalk, park bench, or other location on public property except as otherwise expressly permitted under this chapter.

Permit required. It shall be unlawful for any person to erect, construct, enlarge, or structurally modify a sign or cause the same to be done in the Village of New Auburn without first obtaining a sign permit for each such sign from the Zoning Administrator as required by this section. Permits shall not be required for a change of copy of any sign, nor for the repainting, cleaning, and other normal maintenance and repair of the sign and sign structure.

Application for permit. Application for a permit shall be filed with the Zoning Administrator or Village Clerk upon forms provided by the Village Clerk and shall contain the following information:

Determination. The Zoning Administrator shall issue a permit for the erection, structural alteration, enlargement, or relocation of a sign within the Village of New Auburn when the permit application is properly made and the sign complies with the appropriate laws and regulations of the Village of New Auburn. If the sign permit is denied by the Zoning Administrator, he/she shall give written notice of the denial to the applicant, together with a brief statement of the reasons for the denial.

Indemnification for sign installation and maintenance. All persons engaged in the business of installing or maintaining signs which involved in whole or in part, the erection, alteration, relocation, maintenance of a sign or other sign work, in, over, or immediately adjacent to a public right-of-way or public property used or encroached upon by the sign contractor, shall agree to hold harmless and indemnify the Village of New Auburn, its officers, agents, employees, from any and all claims of negligence resulting from the erection, alteration, relocation, maintenance of this sign or any other sign work insofar as this chapter has not specifically directed the placement of this sign.

Insurance. Every sign contractor shall file with the Zoning Administrator a Certificate of Insurance indicating the application holds a public liability and property damage policy specifically to include the hold harmless clause with bodily injury limits of at least $300,000 per occurrence, and $300,000 aggregate, and property damage insurance of at least $100,000 per occurrence, and $100,000 aggregate. Such insurance shall not be canceled or reduced without the insured first giving 30 days' notice in writing to the Village of New Auburn of such cancellation or reduction. This requirement may be waived by the Village Board.

Notification of nonconformance. Upon determination that a sign is nonconforming, the Zoning Administrator shall use reasonable efforts to so notify, either personally or in writing, the user or owner of the property on which the sign is located of the sign's nonconformity and whether the sign is eligible for characterization as a legal nonconforming sign or is unlawful.

Signs eligible for characterization as legal nonconforming. Signs lawfully existing at the time of the adoption of this chapter may be continued although the size or location does not conform with the provisions of this chapter. Such signs shall be deemed nonconforming and the nonconforming use and structure provisions under Article XI of this chapter shall apply.

No nonconforming sign shall be enlarged, physically altered or replaced by another sign, relocated, whether on or off of the premises on which it was situation at the time that it became nonconforming without causing it to become a conforming sign under this article. All nonconforming signs shall be removed at the time of a change in business on the premises upon which the sign is located.

Nonconforming signs may be routinely maintained, but no repairs shall be made to them for the purposes of prolonging its anticipated life beyond what is reasonably anticipated as of the time such repairs are proposed to be made.

Without the express, written consent of the Village, no new signs, including, but not limited to, those capable of being permitted under this article, may be erected on any premises upon which a nonconforming sign is located unless the nonconforming sign is brought into full compliance with this article or is removed.

Nonconforming signs which have been abandoned in accord with § 350-97B lose their nonconforming status and shall be removed from the premises upon which they are located. Thereafter, no sign may be erected on the same premises that is not in full compliance with the provisions of this article.

A change in business or other use that necessitates a new sign message or sign structure shall require the sign be brought into conformance with the provisions of this article, including an application for a sign permit.

Maintenance and repair.

Abandoned signs. All signs or sign messages shall be removed by the owner or lessee of the premises upon which an on-premises sign is located when the business it advertises is no longer conducted or, for an off-premises sign, when lease payment and rental income are no longer provided. If the owner or lessee fails to remove the sign, the Zoning Administrator shall give the owner 60 days' written notice to remove said sign. Upon failure to comply with this notice, the Village of New Auburn may cause removal to be executed, the expenses of which will be assessed to the tax roll of the property on which the abandoned sign is located.

Deteriorated or dilapidated signs. The Zoning Administrator shall cause to be removed any deteriorated or dilapidated signs under the provision of § 66.0413, Wis. Stats.

Every sign or advertising structure hereafter erected shall have marked in a conspicuous place thereon the date of erection, the manufacturer's name, the permit number and the voltage of any electrical apparatus used in connection therewith.

All signs shall comply with the provisions of Chapter 350, Zoning, of the Code of the Village of New Auburn, the current National Electrical Code, and the additional construction standards herein set forth.

All ground sign structures shall be self-supporting structures and permanently attached to sufficient foundations.

Electrical service to ground signs shall be concealed wherever possible.

No sign shall be suspended by chains or other devices that allow the sign to swing due to wind action. Signs shall be anchored to prevent any lateral movement that could cause wear on supporting members or connections.

Supports and braces shall be an integral part of the sign design. Angle irons, chains, or wires used for supports or braces shall be hidden from the public view to the extent technically feasible.

All signs shall be constructed to withstand wind pressure of not less than 30 pounds per square foot and shall be constructed so as to support dead loads in accordance with the building code.

Signable area. The signable area of a building is designated as the area of the facade of the building up to the roof line which is free of windows and doors or major architectural detail on which signs may be displayed. In computing signage area, any facade which faces or abuts a public right-of-way may be utilized. Calculations may include parapet walls but shall exclude door and window openings.

Measuring sign face. In calculating the area of a sign to determine whether it meets the requirements of this article, the Zoning Administrator shall include the sign copy and any border or frame surrounding that copy. Supporting posts of foundations shall be excluded from the area calculation. The area of irregularly shaped signs or signs containing two or more detached elements, shall be determined by the area of the smallest regular polygon that will encompass all elements of the sign.

Measuring sign height. The sign height shall be the vertical distance measured from the grade at the base of the sign structure to the highest point of such sign or sign structure. In the case where a sign is to be located in a raised planting bed or berm, the grade shall be determined by the average of the grades measured at the grade of the planting bed or the toes of the slope at the front and back of the bed or berm.

No signs are permitted in the traffic visibility triangle as described under § 350-71.

No sign shall be placed within a public right-of-way nor so close to a pedestrian way as to hinder or endanger safe passage.

Signs shall not be placed on utility poles, light poles, trees, utility pedestals or boxes, or any similar structure.

Signs shall not be attached or affixed to or adhered to or drawn upon any public street or sidewalks.

A ground sign, any part of which is closer than 15 feet to the right-of-way shall have a minimum vertical distance of 10 feet between the bottom of the sign and the grade at the right-of-way line or shall not be more than four feet in height.

Any overhead sign location that is accessible to vehicles shall have a minimum vertical clearance of 16 feet.

No sign facing a residential district shall be closer than 25 feet to that district line.

Wall signs placed against the exterior walls of buildings shall not extend more than 16 inches outside of a building's wall surface.

The gross area of permanent window signs shall not exceed 50% of the gross window area.

Construction signs. Two construction signs per construction site, not exceeding 160 square feet in area each, shall be confined to the site of construction and shall be removed 30 days after completion of construction or prior to occupancy, whichever is sooner.

Temporary ground or wall signs on properties or buildings for sale, lease, or rent not exceeding eight square feet in area on one side or 16 square feet in area on all sides. If not attached to a wall, such signs shall be setback at least 10 feet from a side or rear lot line, shall not be located in a public right-of-way, and shall be removed within 10 days after the property or building is sold, leased, or rented.

Temporary freestanding, ground, or wall signs on properties of buildings with an open house, grand opening, anniversary or special sale, not exceeding 16 square feet on one side, or 32 square feet in area on all sides. Signs may be placed on the premises not earlier than seven days prior to the event in question and shall be removed no later than at the end of the last day of the event.

Election campaign signs. As provided in § 12.04, Wis. Stats., election campaign signs are permitted in residential zoning districts subject to the following requirements:

A temporary sign not to exceed 11 square feet in area and shall not be displayed for more than 30 days in any given twelve-month period of time on any given parcel.

The following signs are permitted in all residential zoning districts, with a permit, subject to the following regulations:

The following signs are permitted in the C-1 Central Business District, with a permit:

The following signs are permitted in the C-2 General Commercial District, with a permit:

The following signs are permitted in the I-1 Light Industrial and I-2 Heavy Industrial Districts, with a permit:

The following signs are permitted in the GA General Agriculture, IA Intensive Agriculture, and Rural Development District.

The following restrictions on illumination of signs shall apply in all zoning districts.

No sign which is allowed to be erected or constructed without a permit shall be illuminated without the express written permission of the Village.

Moveable flag signs or banners may be approved on a temporary basis in any district by the Plan Commission following a review and recommendation by the Zoning Administrator. Temporary sign permits shall not be granted for a period of more than three weeks, and each business or organization shall be limited to two temporary sign permits for a flag sign or banner in any twelve-month period. Banners displayed above a street shall not exceed 120 square feet in area on each side. Banners attached to a building or other structure shall not exceed 32 square feet in area.

Temporary signs. A temporary sign other than a flag or banner may be allowed in any district for up to 30 days in any given calendar year, provided the sign is not permanently mounted or affixed to the ground. The sign area shall not exceed 32 square feet on one side or 64 square feet on all sides, and shall be at least 10 feet from a property line (except for the C-1 Central Business District). Only one temporary sign may be located on a lot. Each business or organization shall be limited to two temporary sign permits in any twelve-month period.

Portable sign regulations. Any person wishing to place a portable sign on his/her premises or the premises of another shall first obtain a permit from the Plan Commission. Permits shall be issued for a period not to exceed 60 days in any calendar year. Any sign remaining on the premises for more than 60 days in any calendar year shall be deemed to be a permanent sign and shall meet all requirements for a permanent sign.

Zoning administrator. The Zoning Administrator is hereby designated as the Administrative and Enforcement Officer for the provisions of this section. The Village Clerk can act as the Zoning Administrator's representative in the administration and enforcement of this article. The Zoning Administrator can seek counsel with the Planning Commission regarding the administration and enforcement of this article. The Zoning Administrator shall examine all applications for permits for the erection of signs, issue permits and denials, authorize the continued use of signs which conform with the requirements of this code, record and file all applications for permits with any accompanying plans and documents, make inspections of signs in the Village of New Auburn, and make such reports as the Village may require.

Should any sign be erected or constructed that fails to meet all requirements of this article or any applicable building or electrical code, notwithstanding the fact that the owner thereof was granted a permit with which to construct it or, in other cases, that no permit was required under this article, the Zoning Administrator may provide notice to the owner of the premises upon which it is located that the sign be rebuilt to standards and that the owner or his or her agent shall have 30 to 90 days in which to do so. The failure to do so shall result in the loss of the sign permit in cases where a sign permit is required. Signs that are subject to this subsection shall, if not rebuilt or reconstructed by the owner, be treated by the Village as abandoned or dilapidated signs, subject to removal by the Village in accordance with this article.

Violations of this article, if uncorrected in accord with the requirements of the notice provided by the Village, shall be subject to imposition of a forfeiture in the amount of not less than $100 for each day such a violation continues, with each day constituting a separate violation.

Each violation of the requirements of this article pertaining to permanent signs is deemed by the Village to create a public nuisance which endangers the health, safety, and general welfare of the citizens of the Village. Correspondingly, in addition to or as a complete alternative to pursuing the imposition of a forfeiture for violations of this article, the Village may seek injunctive relief against the continued maintenance of such signs, requesting of the court that it order removal or authorize the Village to do so at the expense of the owner of the premises on which the offending sign is located.

Special exceptions.

Sign permit variance and appeal.