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Wheat Ridge council studies allowing digital billboards, city‑owned message boards and public‑private ad partnerships
Summary
City staff, advertising firms and councilors discussed potential code changes to allow digital billboards, create consistent rules for signs on city property and explore public‑private partnerships to host messages and share revenue. No ordinance was adopted; council gave staff direction to return with specific standards and to explore options.
Steve Shin, a representative of OutFront Media, asked the Wheat Ridge City Council to consider allowing digital billboards and suggested using a procurement process if city‑owned property is offered for advertising. "If you decide to move forward with this, with allowing digital billboards on public or private property, we would be very interested in this opportunity," Shin said during public comment.
City staff outlined three linked topics for council direction: (1) whether to amend the sign code to allow digital billboards, (2) whether to create a single, consistent sign category for city‑owned property, and (3) whether to pursue a public‑private partnership (PPP) that would place digital signs on city property and share advertising revenue. Lauren (city staff) explained the legal and zoning issues, saying the city currently prohibits digital billboards in code and that any change would require specific standards such as…
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