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Westminster approves 90‑foot freeway billboard, city to receive $340,000 annually under 30‑year operating agreement
Summary
The council approved a developer operating agreement for a new double‑faced digital billboard at 6260 Westminster Boulevard. The city will receive an annual development payment of $340,000 (escalating 10% every five years), plus eight weeks of free public service advertising per year.
Westminster’s City Council on Nov. 12 approved a 30‑year operating agreement allowing construction and operation of a 90‑foot, double‑faced digital billboard at 6260 Westminster Boulevard adjacent to the I‑405 corridor.
Senior Management Analyst Ryan Sauls summarized the project: two LED display faces (each 20 by 60 feet) mounted on a single support column with an architectural covering and the city logo. Staff said the site was appropriate because nearby structures already include tall signage and there are no residences within 400 feet of the proposed location. The City’s billboard ordinance — adopted earlier this year — includes standards to govern location, height and content.
Key terms of the operating agreement include an annual development payment to the city of $340,000 starting when the billboard becomes fully operational, with a 10% increase every five years to reflect inflation; the contract also provides eight weeks per year of free advertising space for public service announcements, a commitment to run emergency messaging (such as Amber Alerts) as needed, and a 10% discount for Westminster businesses on applicable advertising rates. Staff told council prohibited categories include tobacco, marijuana, adult entertainment and sexually explicit material.
Staff estimated the 30‑year term would yield more than $13.1 million in gross revenues to the city over the life of the agreement. The planning commission previously approved the conditional use permit; the CUP required that the operating agreement be executed before the CUP would be effective. Council approved the operating agreement and authorized staff to execute it.
What supporters said: staff framed the billboard as a strategic revenue source because Westminster sits along two major freeways; staff and proponents included comparisons to similar agreements in neighboring cities.
What critics said: some residents questioned billboard visibility, aesthetic impacts and long‑term reliance on outdoor advertising for general revenue.
What’s next: the developer will proceed with building permits and construction once the agreement is executed; staff will track the development payments and report standard public‑service ad availability to city departments.
