Planning commission backs code change to add three freeway billboard sites to municipal code

Jurupa Valley planning commissioners voted to recommend that the city council adopt an amendment to the city's zoning code to add three approved freeway billboard sites and update related permitting language.

The principal planner, Rob Gonzalez, told the commission the amendment incorporates three freeway signs that were approved as part of the District at Pedley specific plan and updates the municipal code so the approved locations and administrative procedures are consistent with that specific plan. Gonzalez said the code changes also replace pinpoint locations on the existing overlay map with broader overlay areas along major corridors, incorporate editorial updates (including renaming the Planning Department to Community Development Department) and clarify the inventory reporting process.

The ordinance would amend the Jurupa Valley Municipal Code (cited in staff materials as Section 9.245.0.03) to reference the three sites approved with the specific plan and to update outdated internal references. Gonzalez said the project is exempt from CEQA under the common-sense exemption (CEQA Guidelines section 15061(b)(3)), because the amendment makes procedural and mapping changes and does not authorize development on its own.

Commissioners asked staff how changes to specific-plan locations would be handled. Gonzalez and Assistant City Manager Mike Flagg said the specific plan and the master sign program control the approved sites; changing a specific-plan-approved site would generally require an amendment to the specific plan or a separate discretionary process. Gonzalez also said the city clerk could administratively update the overlay map when new billboard agreements are executed, rather than returning each time to the planning commission or city council.

Commissioners pressed for clearer language around the phrase "required city agreement" that appeared in the draft ordinance. Gonzalez and Flagg confirmed that billboard agreements negotiated by staff would ultimately be presented to city council for approval. Commissioners asked staff to replace vague phrasing with language stating that any required city agreement would be an agreement "approved by the city council." After public testimony was not received on the item, Commissioner [name not specified in minutes] moved to recommend adoption of Resolution PC-2025-05 with that change; another commissioner seconded the motion. The motion passed on a voice vote; the record does not include a roll-call tally.

The staff presentation also noted that the three approved signs are digital/static freeway signs and that Caltrans brightness and location restrictions apply; Flagg said indemnification and insurance provisions addressing liability would be included in the negotiated agreements.

If the city council approves the ordinance, staff said the amendment will align the municipal code with approved specific-plan language and provide a citywide standard for outdoor advertising display agreements.

Votes at a glance: The Planning Commission voted to recommend adoption of the zoning code amendment (Resolution PC-2025-05) with the amendment that any required city agreement be one "approved by the city council." The commission recorded the motion, second and that the motion carried by voice vote; no roll-call tally was recorded in the transcript.

Ending: The planning commission forwarded the amendment to the city council with the recommended language change; staff will prepare the ordinance and the council-level agreement language for future consideration and for any necessary executive review of agreements.