The Dubuque City Council on Monday approved a five‑year lease, with an optional five‑year extension, between the City of Dubuque and the Lamar Companies for a billboard located at the north edge of the city‑owned parking lot at Eighth and White Street.
Assistant City Attorney Jason Lehman read the City Manager’s memo. The lease term commences Oct. 1, 2025. Under the agreement the annual rent beginning Oct. 1, 2025 will be $2,800 or 20% of the billboard’s gross advertising revenue, whichever is greater. The lease includes a CPI‑based 3% rent increase on each anniversary date and requires 60 days’ written notice prior to non‑renewal.
Council members asked staff how gross revenue is determined. City Engineer Gus Sahoyas explained that gross revenue refers to the amount Lamar receives from renting advertising space on the billboard. "They're taking the revenue that the sign generates every year and 20% of that," Sahoyas said. Staff and the city attorney said the lease is consistent with prior billboard arrangements and comparable transactions.
The council approved the agreement 7‑0 and staff said the city will receive either the fixed minimum or a share of advertising revenue depending on the billboard’s performance.