Planning Commission approves off-site billboard advertising for The Colonies shopping center

The City of Upland's Planning Commission has taken a significant step towards enhancing local business visibility by approving a new billboard signage program during their meeting on June 26, 2025. This initiative aims to allow both on-site and off-site businesses to advertise their events and promotions, providing a much-needed platform for smaller restaurants and retailers in the area.

The proposed billboards will be strategically placed to capture the attention of the approximately 200,000 vehicles that pass through the area daily. This high traffic volume presents a valuable opportunity for businesses to reach a larger audience. However, it is important to note that the revenue generated from these billboards will go directly to the property owners, with no financial benefit to the city itself.

The discussion highlighted the distinction between traditional electronic message centers, which are limited to advertising tenants within the shopping center, and the new billboards that can promote any business willing to pay for the advertising space. This change is expected to attract a variety of advertisers, including those not currently located in the center, thereby increasing the overall visibility of the area.

Dan Richards, a co-managing partner of the property, emphasized the importance of this development for existing tenants, many of whom have expressed a strong desire for enhanced advertising capabilities. He noted that major retailers like Target and Kohl's are particularly eager to utilize these new signs for seasonal promotions and special events.

The approval process for the billboards has been lengthy, requiring coordination with Caltrans due to the proximity to the freeway. Richards assured the commission that safety concerns have been thoroughly addressed and that Caltrans has granted the necessary approvals for the signage.

As the city moves forward with this initiative, local businesses are poised to benefit from increased exposure, potentially leading to higher sales and a more vibrant commercial environment in Upland. The Planning Commission's decision marks a pivotal moment for the community, promising to enhance the local economy and support the growth of its businesses.