Council approves digital freeway billboard on Orangeburg Avenue with conditions for community benefit

The Modesto City Council approved a conditional use permit and operating agreement for a digital freeway billboard proposed by Outfront Media at 2024 West Orangeburg Avenue, a site on the east side of Highway 99 south of Evergreen Avenue.

Jessica Hill, Director of Community and Economic Development, said the city amended its zoning code in 2017 to allow digital freeway billboards along State Highway 99 and noted the proposed sign — 60 feet tall, 672 square feet, double‑sided — complies with municipal code dimensions. As community benefits, Outfront Media agreed to remove four existing billboards at specified locations in exchange for the new billboard, to allow automatic Amber Alert/emergency takeover messaging, to provide the city 10% of display time for city‑sponsored messages and to remit 1% of gross revenue to community beautification (graffiti abatement). City staff said the 1% revenue would be tracked and directed to graffiti abatement within the corridor.

Outfront Media representative Kevin Johnson said emergency and Amber Alert messaging is an automatic takeover managed by a central agency that coordinates with outdoor advertising firms. He described the advertising rotation as eight advertising slots per side plus one city‑dedicated slot; ads change about every 64 seconds and each spot is an eight‑second static display (no animation).

Questions from councilmembers covered relocation liability if the Brierbridge/Briggsmore‑Carpenter interchange project requires moving the sign. Staff said the city will reimburse up to $100,000 of relocation costs if relocation occurs within five years due to that interchange project; if relocation is required after five years the applicant will bear the relocation cost. Staff also said if relocation is needed the city would work with the applicant to find an allowable relocation site.

The planning commission recommended approval by a 5‑2 vote on Jan. 27. The council voted unanimously to approve both the operating agreement and the conditional use permit and authorized execution by the city manager or designee.

Staff estimated the sign might generate approximately $300,000–$400,000 annually based on market norms but cautioned that a third sign in the corridor could reduce revenue; an estimate of $25,000 per year for the 1% community benefit was discussed at the planning commission, but staff said the city should expect something in the range of $2,000–$3,000 annually that could be directed to graffiti abatement in District 2.