Billboard lease extension with Lamar Companies draws council skepticism over value of 2,000 free advertising hours

The Finance Committee debated a proposed 20‑year lease with Lamar Companies on Oct. 9 that would replace an existing agreement for a digital billboard at 528 Murdoch Ave and extend city advertising benefits through Dec. 1, 2045.

Acting City Manager Emily Holland described the proposal as an opportunity to lock in 2,000 hours per year of public advertising across Lamar signs facing I‑691 and I‑91, split equally and distributed through the calendar year. She said the new lease would lower rent in early years then increase at five‑year intervals and contain a provision tying the city's payment to the higher of a fixed rent or 30% of gross receipts in certain circumstances.

Councilors questioned several aspects of the deal. One member asked why the city would renegotiate with seven years still left on the current lease and whether the 2,000 free hours are actually used or audited. Another asked whether other companies were competitively solicited; staff said they had received other quotes historically and that this proposal represented a better deal, and that lease accounting is tracked by finance.

At least two councilors recorded "nay" votes during the roll call on the lease and the meeting record shows opposition. Some members said they supported keeping the hours and cash receipts but wanted clearer assurances about monitoring and how the advertising hours would be scheduled and audited.

Why it matters: The lease would offer the city an in‑kind advertising asset that staff views as valuable for promoting city events and economic development, but councilors sought proof of actual usage, competitive fairness, and documentation of projected lost revenue to the private landlord.