Controversial city-owned billboard to be sold

The city-owned billboard on State Highway 17 South is set to be sold following a 5-2 vote of the Rhinelander Common Council on Aug. 14.

The billboard has been in the city’s hands for approximately 10 months.. 

It was acquired last October after Mayor Kris Hanus broke a 4-4 council deadlock on the proposed purchase. 

The purchase price was $4,000.

The Aug. 14 council discussion consisted primarily of alderpersons who voted against buying the billboard taking turns repeating that it was a mistake to purchase the billboard.

“The problem is (the location of the billboard) is not very high visibility and the fact that we got this thing and have yet to utilize it makes me think we don’t need it,” alderman Tom Barnett said to lead off the conversation. “Pumping more money into it when we don’t even use it right now doesn’t make a lot of sense to me. I understand it’s to improve it so we can use it, but I don’t see a use for it in my opinion.”

Alderman David Holt suggested selling the billboard but, as he explained his thought process, he also made a series of comments that could be perceived as contrary to the goal of potentially making some money from the sale. 

“Last time I drove up 17, it’s one of I think three or four billboards in the proximity, all on the same side,” he said. “The only advertisement is ‘available’ and a phone number. (The billboard owned by the city) is not even the only one that’s not utilized on that stretch,” he continued. “It’s not very visible at all, and it’s on a stretch of road that’s not highly trafficked, so the suggestion of using tax dollars to try to improve it by adding lighting, for example, I think is throwing good money after something that was already a bad decision to begin with.”

Holt ended his remarks by pointedly reminding everyone that Hanus was the one who broke the 4-4 deadlock, resulting in the purchase.

“I would certainly not be in favor of spending more money on this,” he added.

Alderman Steven Jopek, who also voted against purchasing the billboard, wanted to know if anyone had expressed interest in it.

“Not that I’ve heard,” city administrator Patrick Reagan answered.

“I know there’s a such thing as a ‘sunk cost fallacy,’ but in this case it’s not fallacious, it’s a bad decision from the get-go,” Jopek responded.

Alderman Gerald Anderson stated that he voted in favor of buying the billboard because he thought there might be a good use for it. 

“I can’t believe there’s a buyer,” he noted. “If those other (billboards) out there aren’t getting used, I can’t see any commercial person wanting to use it. I think ‘Welcome to Rhinelander’ sounds like a fallback that we can use...”

At that point, Barnett made a formal motion to sell the billboard. 

Holt seconded the motion but appeared pessimistic about the potential outcome.

“I mean, all we can do is put it up for sale,” he said. “The bad decision was made. I wasn’t part of it. I think there was a vivid discussion of why this was a bad decision at the time. I seconded the motion. We can see if there is a buyer.”

The vote was 5-2 with Anderson and alderperson LeAnn Felton casting the “no” votes.

Alderman Tom Kelly joined Barnett, Holt, Jopek and City Council president Eileen Daniel in voting to sell. 

Kelly voted in favor of the initial purchase. Daniel was the only alderperson who voted against purchasing the billboard who did not offer commentary during the Aug. 14 discussion. 

Alderperson Carrie Mikalauski, who voted to purchase the billboard last October, was absent from the meeting.

To watch the entire discussion, and evaluate the conduct of all of the officials for yourself, visit www.hodagtv.com.

Heather Schaefer may be reached at [email protected].