Rio Dell council approves initiation of sign-code amendments to allow community billboards along Highway 101

RIO DELL — The City Council voted unanimously to direct staff to begin amendments to the city’s sign regulations and to pursue rezoning of small parcels along the west side of Highway 101 to allow community-oriented billboards.

Community Development staff explained current municipal code limits billboards to the Humboldt Bay Business Park and that amendments would be required to permit billboards at the wastewater disposal-field site and nearby slivers of land along the west side of 101. Staff said amendments would include zoning changes (to industrial/commercial) and distance limits between signs.

Why it matters: Council members and local property owners said community-oriented billboards could provide visitor information, a public-information channel during emergencies and a potential local revenue source if the city or private owners host advertising. Staff told the council that other jurisdictions have permitted LED or programmable panels and that the city would need to address Caltrans rules for freeway-facing signs and zoning setbacks.

What council decided
- Motion and vote: Council approved the request to initiate sign-code and zoning amendments (motion seconded; motion carries 4–0). Staff will prepare a planning commission report and bring the ordinance amendments back to the council; staff estimated a roughly 60–75 day timeline for planning commission review and two council readings (introduction and adoption).

Details discussed
- Locations and scale: Staff identified up to three small slivers of land near the wastewater disposal field as potential sites; one site suggested by property owner Jesse Jeffreys could include an LED sign sized about 10-by-20 feet or similar.
- Uses: Proposed community billboard uses include local business promotion (“Get off the freeway”), chamber messaging and public-safety or emergency messages; staff noted Caltrans regulations would govern freeway-facing advertising.
- Ownership and revenue: Staff and property owners discussed both private ownership models (long-term leases to outdoor advertising companies) and the option for city-owned signage that could generate revenue; the council asked staff to include options in future materials.

Next steps
- Staff will draft amendments to the sign regulations and identify required rezones, then place the amendment on the planning commission agenda and return to council for two readings and final adoption. If adopted, the city may consider leasing options, a city-owned billboard, or a chamber-operated community sign.