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Council renews and widens rules for large-format "supergraphics" signs ahead of 2026 events; sponsorship program to be explored
Summary
The council approved amendments to the city sign code to permanently allow large-format supergraphics in downtown and North San Jose sign zones, lengthened display windows for event signage and authorized staff to pursue a sponsorship program on city property.
San Jose’s City Council on May 20 approved amendments to the municipal sign code to allow large-format “supergraphics” on qualifying non‑residential buildings within the downtown sign zone and the North San Jose sign area, removing a prior sunset and adjusting permit rules for display duration and mounting.
Why it matters: Supergraphics — large signs mounted flush to building façades or, in a limited case, to roofs — are a tool to promote events and city businesses ahead of major regional attractions in 2026. Staff proposed removing a sunset that had lapsed, permitting up to two supergraphics per building (instead of the prior one), extending display time to a proposed 75 days prior to and 75 days after an event (up to 180 days total), and allowing one roof-mounted sign in certain circumstances (for visibility from aircraft approaches).
Sponsorship and monetization: Staff reported legal constraints on monetizing supergraphics on private property but proposed a sponsorship path for city‑owned property consistent with the city’s donation/sponsorship policy. The City Manager’s Office would administer a sponsorship program in coordination with partners such as the San Jose Sports Authority or Team San Jose; revenue and program terms would be set administratively through the existing policy framework.
Council discussion and public comment: Staff, the San Jose Downtown Association and event producers supported the changes as a revenue and activation tool. Council members asked whether lighting would be permitted (staff answered signs are not illuminated), and whether supergraphics could be used east of downtown (staff said current allowance is limited to downtown and North San Jose). The council approved the amendments unanimously and directed staff to develop the sponsorship program and administrative procedures.
Next steps: Staff will implement administrative rules and a sponsorship framework, coordinate with event partners, and bring guidance to departments administering city property sponsorships; permitted display durations and locations will be managed through the sign-permit and special-event processes.
Provenance: Martina Davis’s planning presentation began at transcript block 17172.33 and the council’s vote was recorded at transcript block 17812.125.
