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Council raises billboard permit fee, approves updated fee schedule
Summary
The La Crosse Common Council amended and adopted the city fee schedule effective Jan. 1, 2026, including raising the off‑premises billboard permit fee from $20 to $75 per face; staff said some fees removed in 2020 were restored after review.
The La Crosse Common Council voted unanimously on Nov. 17 to adopt updates to the city’s fee schedule, effective Jan. 1, 2026, including an amendment to raise the annual off‑premises billboard permit fee from $20 to $75 per face.
Council Member Goggin introduced the amendment, saying long‑term billboard contracts occupy valuable developable land and that the higher fee is reasonable and could generate revenue for the city. Director Andrea Train (appearing virtually) said staff reviewed previously removed permit fees and recommended restoring some fees that no longer appeared to have a rationale for elimination; she did not have the historical reason for the 2020 removal but said staff would follow up.
Council members asked staff whether the restored permit fee would generate meaningful revenue and where the item sits in the fee schedule; staff indicated inspectors and clerks could provide more detailed revenue estimates. The council approved the amendment and the overall fee schedule; Director Hawkins earlier noted fee changes were included in revenue estimates presented in the budget amendments.
