Lamar Outdoor Advertising seeks city approval to relocate billboard for local business support

The Coeur d'Alene City Council convened on February 4, 2025, to discuss a significant proposal aimed at enhancing local business visibility through billboard advertising. The council considered a request from Lamar Advertising to relocate one of its billboards from Government Way to a designated commercial area, which is expected to foster increased commercial activity while minimizing residential impact.

The proposal emphasizes that the billboard's size and square footage will remain unchanged, ensuring that it will not contribute to increased noise or traffic in the surrounding area. Lamar Advertising representatives highlighted their commitment to supporting local businesses by providing free advertising opportunities for non-profits and emergency services, thereby enhancing community safety and awareness.

During the meeting, council members raised questions about the billboard's design and historical context. It was noted that the existing billboard on Northwest Boulevard was built in 1954 and has undergone several ownership changes since then. The representatives explained that modern billboard placements consider factors such as visibility from vehicles and the surrounding environment, which has become more congested over the years.

The council's discussions reflected a broader goal of promoting economic growth while maintaining community standards. The proposal is seen as a step towards aligning with the city's vision for commercial development. As the council deliberates on the permit and variances requested by Lamar, the outcome could significantly impact local businesses and community engagement in Coeur d'Alene.