Hemet council approves first reading of sign code change, removes fixed replacement ratio

The Hemet City Council on Sept. 9 voted 5-0 to introduce for first reading Ordinance No. 2058, a zoning code amendment that would permit installation of digital outdoor advertising displays only in conjunction with agreements that reduce and relocate existing static billboards.

City Community Development Director Monique Alanisflater told the council the ordinance would allow “reduction and relocation of existing static outdoor advertising displays” under limited circumstances and recommended limiting digital displays to certain corridors and including amortization language that would make the provisions expire once static signs were removed.

The ordinance was the subject of nearly two hours of staff briefing and public discussion. Staff and the council discussed a recommendation from a council ad hoc committee for a 3-to-1 replacement ratio (three static billboards removed for each digital display added). Representatives for Lamar Corporation told staff at earlier meetings that the company’s current corporate position favored a 2-to-1 ratio. The council ultimately removed a fixed ratio from the ordinance and directed that replacement ratios and other terms be negotiated on a case-by-case basis and returned as agreements for council approval.

“To be honest with you, I'm good with a 2 to 1 ratio,” Councilmember Clark said during deliberations, adding he was hearing from property owners that billboard lease payments are a livelihood for some. Mayor Jackie Peterson said she had opposed cannabis advertising initially but accepted that content restrictions would be a negotiation point: “Personally, I still don't want cannabis. And if I could reduce it, I would,” she said.

Staff said approximately 13 static billboards exist in the city; the planning report indicated Lamar controls 11 of those. The ad hoc committee had proposed limiting digital displays to Highway 74 and the Florida Avenue corridor; staff noted the ad hoc also recommended Domenigoni Parkway and Sanderson Avenue be included.

Councilmembers asked for clearer ordinance language on amortization, measurement of sign clearances (measured from road grade), and how “city‑owned or controlled” sites would work. Staff explained a leaseback model — where the city would lease a parcel and sublease it to a sign company — would strengthen the city’s ability to impose content restrictions on city-controlled signage.

Ben Sandoval, city manager, and consultants told the council that the sign companies treat the proposals as business negotiations, and that removing the fixed ratio from the ordinance would allow more negotiating flexibility. Sandoval said Lamar had originally proposed 1-to-1, staff and the city manager negotiated up to 3-to-1 conceptually, and Lamar later said 2-to-1 was currently palatable to corporate.

The council voted 5-0 to introduce the ordinance with the removal of the fixed ratio, direction to clarify the condemnation/amortization language, and instructions to negotiate terms (including public-service and nonprofit advertisement provisions) and return agreements for council approval.

The ordinance was set for second reading and adoption at the next regular meeting after staff returns with negotiated agreements and clarified language.

Ending: Staff said the agreements will be negotiated with the vendor and brought back to the council for review; councilmembers asked staff to pursue terms that maximize static-sign removal while preserving opportunities for local businesses and public-service messages.