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Council amends code to add billboard overlay and formalize application process, votes 5‑0

3338932 · May 15, 2025

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Summary

Council adopted an amendment establishing overlay areas for outdoor advertising displays, formalizing the application process and requiring operator inventory reporting; council approved the amendment unanimously after staff said previously approved freeway signs for the District at Jurupa are added to the map.

The Jurupa Valley City Council voted unanimously on May 15 to amend the municipal code governing outdoor advertising displays, replacing pinpoint markers with corridor overlay areas and formalizing the application and council-approval process for billboard agreements.

Rob Gonzales, community development staff, said the zoning code amendment formalizes the billboard permitting process and adds three billboard locations that were approved as part of the District at Jurupa Valley specific plan. “The proposed ordinance would amend the city, billboard regulations and also the associated, overlay map,” Gonzales told the council during the public hearing.

Under the adopted changes, the city’s overlay map identifies corridor areas — along SR‑60, I‑15, Van Buren and other major corridors cited by staff — in which outdoor advertising displays may be considered. Staff also added language to require that any billboard agreement be executed via a council resolution and introduced an annual inventory-reporting requirement for operators that hold displays inside the city.

Council members confirmed the amendment does not itself approve a specific sign location; Gonzales and staff clarified that any individual sign would still require a formal application and a council resolution approving a billboard agreement. The council voted 5–0 to introduce and approve the amendment at the hearing.

In discussion council members asked staff to clarify appeal paths (staff-level approvals for certain town‑center signs would include a 10‑day appeal period to planning commission) and to ensure the final ordinance text reflects that final agreements return to council. Staff said they would adjust language for clarity before final adoption.