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Council approves limited study of potential I‑5 billboard sites after aesthetic concerns
Summary
Council authorized up to roughly $9,500 to engage a consultant to analyze up to three city‑owned freeway sites for potential billboard leasing, citing revenue potential; the decision drew neighborhood aesthetics and homelessness concerns and passed 4–1.
The council authorized a limited study to evaluate up to three city‑owned sites along I‑5 for outdoor billboard advertising by hiring a consultant to conduct a site feasibility analysis.
Staff said the consultant work would cost roughly $9,000–$10,000 and could be reimbursed by billboard companies during an eventual RFP process. Staff cited one existing sign that brings approximately $140,000 a year and suggested that if multiple sites were developed the city could see substantial revenue.
Public commenters raised aesthetic objections and concerns that billboards could exacerbate visual blight near freeway encampments. Council members discussed Caltrans permitting, potential restrictions on ad content (no alcohol or tobacco advertising), and the ability to control messaging and community service time on signs.
A motion to proceed with an initial study and return to council with findings passed 4–1. The consultant's work is limited to initial site feasibility and would not commit the city to build signs.
