LOCAL

A 50 foot sign is expected to increase traffic safety on U.S. 70, Lincoln County revenue

Jessica Onsurez
Carlsbad Current-Argus

The Lincoln County Commission was assured the County would see increased tax revenue from the Allsup's Convenience Store located in Hondo, New Mexico if it granted a variance allowing the store's parent company to install a 50 foot billboard.

The Allsup's - one of many owned by parent company Yesway - is undergoing renovations to expand its offerings. Yesway purchased the New Mexico legacy brand Allsup's in 2019 and began expansion of that brand with the construction of new stores and renovation of existing stores.

A small sign currently alerts motorists to the store along U.S. Highway 70. During a public hearing Commissioners considered the variance in terms of increased business to the store and the safety of motorists traveling.

Commissioner Elaine Allen said while the store's renovation would improve her constituent's access to diesel and groceries, she was concerned that construction of a large sign would impact the vista in a region known for its impressive landscapes.

Commissioner Tom Stewart said he deferred to the knowledge of Allen, and also said he too was concerned about anything that would impact the area's visual appeal.

Ultimately the Commission approved the variance, hoping to see an improvement to motorist safety.

Marvin Green, regional manager of the store, said west bound traffic often encounters perilous conditions to turn into the site, while those traveling eastbound must navigate the turn without benefit of a turning lane.

He said a larger site would allow motorists to better plan to stop and allow them to pull into the store more safely along the road whose speed limit is 45 miles per hour.

"I am more concerned with those going east than I am going west to be honest," he said. "I do think they'll spot it in time (sign) especially at night."

Commissioners agreed a safer traffic intersection was enough to grant a variance to the County's outdoor advertising regulations intended to safeguard against visual pollution.

An Allsup's company representative added that tax revenue growth should increase as a result, as the company worked to increase sales at the site to $1 million annually.

Jessica Onsurez can be reached at jonsurez@gannett.com or on Twitter at @JussGREAT.