Humboldt County board denies request to remove five‑year term for highway billboard

The Humboldt County Board of Supervisors denied a modification to a special permit that would have removed or extended a five‑year term limit on a billboard sited between Humboldt Hill and Herrick exits along U.S. Highway 101.

Staff from Planning and Building told the board the original special permit approved in September 2020 allowed reconstruction of a destroyed billboard for a limited term and included conditions (coastal development permit application, demolition timeline, and removal by Sept. 29, 2025). Staff said the applicant failed to apply for the required coastal and demolition permits and that the rebuilt sign sits in a federally sensitive area — floodplain, riparian zone and environmentally sensitive habitat — where current inland and coastal sign regulations (adopted 2024–2025) would prohibit re‑construction.

"When the sign collapsed it ceased to be a nonconforming structure and the board authorized a new, term‑limited placement," Planning staff Steve Lazar told the board. He recommended denying the modification request, saying there is no new information that would alter the findings the board relied on in 2020.

The applicant, landowner Jeff Wills and his counsel Jeff Slack, said the five‑year term limit unfairly harms the owner and the billboard company and cited the property and business value of the site. "This billboard brings in approximately $15,000 annually," Slack said, adding the owner estimates the underlying land value at roughly $450,000. The applicant argued the board’s imposition of a term limit was not anticipated and asserted vested rights that warrant compensation or reconsideration.

Environmental and river advocacy groups, including Humboldt Waterkeeper, urged denial. Sylvia Van Rooyen said the billboard occupies coastal wetlands and riparian habitat and that current regulations would not allow reconstruction at that location. "This billboard lost its status as a legal nonconforming structure when it was destroyed," she said, urging the board to follow staff recommendations.

Supervisors questioned whether the sign collapsed from weather or vandalism, whether the applicant had been properly notified of deadline requirements, and the potential short‑term impacts of removing the structure versus leaving it in place. Staff said there was no evidence of vandalism and that attempts were made to notify the permit holder in advance of deadlines.

After deliberations, Supervisor Arroyo moved to adopt the staff recommendation to deny the modification and direct the clerk to notify the applicant. The motion carried on a roll call vote, 3‑2. The board’s action leaves in place the removal requirement tied to the special permit and follows the county’s policy direction to discourage new or reconstructed billboards in sensitive areas.

The board did not order immediate demolition; staff told the board enforcement or removal would follow the permit status and applicable procedures. The applicant was advised of appeal options and the record contains previous communications and a withdrawn writ of mandate filed by the applicant following the 2020 action.

The board’s action is final for this meeting; the clerk will notify the applicant and staff will return with enforcement or next‑step recommendations if appropriate.