"It's a fundamental right to advertise your business," Niederhauser said, "and it's important to commerce."
Mayor Ralph Becker's proposal which would ban animated business signs outright and bar e-billboards from gateway streets, rooftops, historic districts and within 600 feet of neighborhoods goes "too far," according to Niederhauser.
"When you head down that road," the state lawmaker said, "there's going to be a bill in the Legislature to address it. The sign industry has come to me, and I agree with them."
Brown's version goes further. It would restrict a city from requiring that a billboard company forfeit an existing sign when upgrading to an e-version, as Becker wants.
Salt Lake City leaders said they still are reviewing the legal ramifications of the retaliatory bills, and were hesitant to comment.
"Clearly, it's a response to the current effort to instill some regulations on billboards in the city," said Becker spokesman Art Raymond. "It's another example of the state exerting power over local control, which we have ongoing concern about."
The city's latest tangle with the billboard industry twisted for 10 months before sign executives and business owners packed a Jan. 3 public hearing to label Becker's proposal an anti-business overreach.
City leaders argue state laws have been systematically strengthened to make billboards one of the best-protected and least-taxed land uses in Utah. The mayor maintains his crackdown is a compromise, which still allows e-signs that swap images every eight seconds in manufacturing zones and along large commercial corridors.
Campaign contributions and "in-kind" billboard advertising for industry-friendly politicians is deep and well-documented. Since 2008, Reagan Outdoor Advertising has given Brown $1,500 and Niederhauser $2,750, according to campaign finance disclosures. But after November's election, those connections now extend to City Hall.
City Council newcomer Kyle LaMalfa took a $1,300 in-kind donation from Reagan Outdoor Advertising, and fellow newcomer Charlie Luke was once a Reagan lobbyist.
Even so, the council punted its billboard vote until after the 45-day session ends, hoping not to antagonize the Legislature.