Murrieta commission recommends city council approve Lamar agreement to convert three billboards to digital, netting three fewer static signs
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Summary
The planning commission recommended the city council approve a development agreement with Lamar to reconstruct three existing static billboards as digital displays, finding the action exempt from CEQA and noting a net reduction of three static signs and revenue/PSA time for the city; the motion passed 2-0 with one recusal.
The Murrieta City Planning Commission on Feb. 26 recommended that the City Council approve a development agreement authorizing Lamar to reconstruct three existing static billboards as digital (LED) displays at three existing locations. Staff presented the relocation agreement and said the conversion would remove a larger number of static signs overall, resulting in a net reduction of three billboards in the city’s corridor.
Jeremiah, deputy director in Development Services, said staff reviewed biological and lighting concerns and determined the proposed reconstructed billboards are unlikely to be detrimental to surrounding commercial and limited residential areas when the specified direct-lighting and orientation standards are applied; he said the technology reduces side visibility and that the screens are oriented primarily to highway traffic. Staff recommended a finding of CEQA exemption under sections 15302 and 15303 and asked the commission to recommend council approval of the development agreement and attached exhibit.
Commissioners asked about visibility and ad circulation. Staff said ad circulation would occur on an eight-second loop (per Caltrans regulation) and explained the city will receive installation revenue and an ongoing commission with a guaranteed base amount; the city will also receive advertising time for PSAs and civic messages. No representatives of Lamar were present at the meeting; the public hearing was opened and closed with no speakers.
The commission voted to recommend the council approve the development agreement and associated resolution (motion passed 2-0 with Commissioner LaPaglia recused because of proximity to a site). The recommendation packet includes the exhibit showing the three sites and the terms of the relocation agreement; final construction and permitting remain subject to conditions and any biological/utility coordination identified in the permit review process.
