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Council approves development agreement allowing relocated digital billboards, revenue-sharing and content limits
Summary
Murrieta council introduced an ordinance approving a development agreement with Lamar to convert three existing static signs and allow up to four relocated digital billboards, including a $1,000,000 payment tied to construction of a Keller interchange billboard and annual revenue-sharing; council vote was unanimous 4–0.
Murrieta — The City Council on July 1 introduced an ordinance authorizing a development agreement with Lamar for relocated digital billboards that replace existing static signs and include revenue-sharing and content restrictions.
Staff said the 2022 relocation agreement allows Lamar to remove several static billboards and erect up to four digital signs in approved locations. David Chantarongsu, development services director, and Deputy Director Jared Romaya told council the agreement requires a $1,000,000 payment to the city when a billboard is built near the Keller Road interchange and guarantees annual revenue-sharing (the city expects at least $100,000 per year in rent/revenue and will receive unsold advertising inventory for public service announcements).
"Lamar committed to providing the city with a digital, monument sign, which has been built and operational earlier this year," staff said during the presentation.
Why it matters: Staff said the project consolidates billboard inventory and reduces visual clutter while providing a new revenue stream and public‑interest ad space. The development agreement contains restrictions on flashing, motion, and certain ad content and requires environmental review because the signs operate 24/7 near freeways.
Council questions and vote: Council asked about public-service use and financial returns; staff said the first-year cash payment would be $1,000,000 (four sites at $250,000 each) and that ongoing revenue would include at least $100,000 per year. After public comment the council introduced the ordinance; the motion carried unanimously 4–0 with Council Member Stone absent.
What’s next: Staff will return with the formal ordinance adoption and any ministerial implementation steps required by the development agreement and applicable environmental review.
