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Council introduces ordinance to authorize relocation agreement for digital billboards
Summary
After a public hearing, Murrieta's council introduced an ordinance implementing a relocation agreement with Lamar to replace three existing static billboards and allow up to four digital signs citywide; staff cited CEQA review, environmental and lighting controls, and a $1 million upfront payment tied to Keller interchange construction.
The City Council on July 1 introduced an ordinance approving a development agreement that implements a previously authorized relocation agreement with Lamar to replace several static billboards with digital displays at designated freeway-adjacent sites.
Development Services Director David Chantarongsu and Deputy Director Jared Romaya outlined the agreement terms: Lamar may remove and consolidate existing static billboards and construct up to four digital billboard sites; the company committed to a $250,000 payment per sign (total $1,000,000) when a sign is constructed at the Keller Road interchange site, and staff said the city would receive at least $100,000 annually thereafter through a revenue share or access to unsold advertising inventory for public messaging.
Staff emphasized that the sites are subject to state environmental review and Caltrans requirements because they are visible from state highway right-of-way. Romaya described studies provided by Lamar, including a biological resources report and lighting-level assessments, and said the technology and design proposed are intended to limit lateral light spill and comply with an agreed maximum luminance (industry standard) to avoid glare.
Council members asked about content limits, visual impact and community standards. Staff said the agreement includes content restrictions (no flashing, no motion/video beyond the static or regulated digital display rules) and lumen caps; the technology is designed to limit brightness to the direction of viewers and to modulate daytime and nighttime output.
No members of the public spoke during the hearing. After deliberation and staff assurances about design and lumen standards, the council introduced the ordinance approving the development agreement (motion carried 4-0). Staff said the agreement also provides the city with unsold advertising inventory for public-service announcements and noted a monument sign had already been delivered and is operational.
