CITY SIGN ORDINANCE prohibiting car lot’s balloon “wind signs” upheld… Christensen.
(The parties disagree as to some facts, none of which is essential to summary judgment. Plaintiffs argue that the Court should accept as true the facts as they have related them because the City failed to file a statement of disputed facts in response to their motion for summary judgment. The Court will not do so. Plaintiffs never filed a statement of undisputed facts, asking instead that the Court view their statement of disputed facts as itself a statement of undisputed facts. In other words, they ask the Court to view facts which are clearly in dispute as undisputed because the City did not meet requirements of a Local Rule which was not even in play.)
Since 2000, Jack Palmer has tied helium balloons to vehicles on his Carwerks used car lot, most featuring an American flag or a smiley. In 2009 Missoula enacted Ordinance 20.75.030(N) prohibiting “banners, flags, pennants, streamers, spinners or other types of wind signs.” It defines a “wind sign” as an “attention-getting device with or without copy … fastened in such a manner as to move in the wind.” Following repeated citations, Palmer and Carwerks were charged with criminal violation of the prohibition against wind signs. They allege that the City Code violated their free speech rights.
Plaintiffs argue that because the balloons are filled with helium and will float without wind, they cannot be wind signs. However, it is still a “wind sign” because it is an “attention-getting device … fastened in such a manner as to move in the wind.”
Commercial speech restrictions are generally analyzed under the Central Hudson (US 1980) test. However, where the restriction discriminates on the basis of content, heightened scrutiny applies. Sorrell (US 2011). A regulation is content-based if it “applies to particular speech because of the topic discussed or the idea or message expressed.” Reed (US 2015).
Plaintiffs argue that 20.75.030(N) is content-based because 2 other ordinances arguably draw distinctions between types of speech. They point out that 20.75.020(B) distinguishes commercial and noncommercial speech, providing that “any sign allowed under this chapter, may contain any lawful noncommercial message.” Then they point to the definition of “sign,” which exempts window displays and national flags. The City informed Plaintiffs during discovery that it was considering whether Reed mandated changes to the sign ordinances. Unlike the ordinance in Reed, 20.75.030(N) is not content-based and Plaintiffs’ citations to other regulations do not make it so. The regulations in Reed set forth a tiered approach that depended on the content they displayed. “Ideological Signs” could be as large as 20 sq ft and placed in any zoning district at any time. “Political Signs” could be up to 16 sq ft on residential property or 32 sq ft in various other zoning districts, and could be displayed only during election and campaign periods. “Temporary Directional Signs Relating to a Qualifying Event” (such as a church service) could be no more than 6 sq ft and placed in very limited areas for a matter of hours. The church could not reasonably notify the public about services except through “temporary directional signs relating to a qualifying event.” Missoula does not make any distinction based on the words or symbols that could be remedied by granting Plaintiffs’ requested relief. Even if they were correct that the 2 other ordinances are content-based restrictions on speech, they have no relevance as to whether the City can prohibit balloons as “wind signs.” Balloons with noncommercial messages — such as smiley faces flying above the lot — are as restricted as balloons with the Carwerks logo. Nor is the flag exemption relevant, as flags are allowed when affixed to poles — when they are not signs but flags — but prohibited when printed on wind signs such as the balloons. The City Code does not restrict speech on the basis of content.
Under Central Hudson, the Court must apply a 4-part test to analyze Plaintiffs’ commercial speech claims:
(1) if the communication is neither misleading nor related to unlawful activity, then it merits First Amendment scrutiny as a threshold matter; in order for the restriction to withstand such scrutiny, (2) the State must assert a substantial interest to be achieved by restriction on commercial speech; (3) the restriction must directly advance the state interest involved; and (4) it must not be more extensive than is necessary to serve that interest. Vanguard (9th Cir. 2011).
The parties do not dispute that the 1st prong is met and that the regulations implicate the 1st Amendment.
The City has demonstrated that the ordinance directly advances traffic safety and aesthetics. Its explanation is bolstered by Plaintiffs’ claim that the balloons grab the attention of potential customers. Their speculative interpretation of the City’s true reasons for the ordinance — to “make sure signs constructed of wood, glass metal, etc. are properly installed and maintained and will not blow apart in a high wind, showering folks with sign debris” — is neither logical nor supported by any facts in the record. They have not shown that the City has an unstated, less compelling reason for the ordinance. It is sufficiently tailored to the City’s interests.
The ordinance is no more extensive than reasonably necessary. By prohibiting only signs that wave in the wind, the ordinance targets precisely advertisements that are most likely to distract & annoy drivers and passersby. A wealth of alternative channels remains. In fact, Plaintiffs’ argument that it is unconstitutional because it does not apply to all advertisements (such as window displays) demonstrates that the City is not attempting to foreclose all avenues of communication. Deferring to the City’s definition of the problems to be addressed, the Court cannot determine that it restricts “substantially more speech than is necessary to further” its interests in safety and aesthetics.
The City is entitled to summary judgment on Plaintiffs’ claims under the US Constitution. Nor have Plaintiffs given the Court reason to strike the ordinance under the Montana Constitution; indeed, they do not address the state constitutional issues.
Palmer and Carwerks v. Missoula, 44 MFR 39, 4/4/17.
Terry Wallace (Wallace Law Office), Missoula, for Plaintiffs; William Crowley (Boone Karlberg), Missoula, for the City.