VERNON, CT — A billboard in a high-visibility spot along Interstate 84 in Vernon is about to go digital.

The Vernon Town Council Tuesday approved a site-specific ordinance that paved the way for the conversion. The vote was unanimous.

A two-sided billboard already stands on the 51 Hartford Turnpike property, which is located behind and to the east of the Vernon Motel 6. It is on the eastbound side of the highway between Exit 63 and the Exit 64-65 interchange and can be seen from both sides of I-84.

That will be replaced by a a two-sided electronic billboard that will feature advertisement sequences, along with announcements, Vernon Mayor Daniel Champagne said.

He likened the electronic billboard to "a big TV." Champagne said that, although though the new one will have more clarity, it will feature louvers that make the displays much less-intrusive than that of the current one, which is illuminated by upward-pointing lights that can arguably be seen from Mars. He cited digital billboards already in place in East Hartford and Hartford as examples.

The Vernon ordinance allows only the billboard at 51 Hartford Turnpike to be converted and any other proposals would have to be approved by the council on an individual basis, Vernon Town Administrator Michael Purcaro said.

Champagne said the town will get a payment of $128,000 for each side of the billboard as part of the deal.

"Plus, we're getting thousands of dollars worth of free ads for the town — not only in terms of dead space time, but during premium time. We'll be able to post announcements and use the display for emergencies. It's a win for the town of Vernon."

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