Council adopts zoning change to permit and regulate billboard relocation and modernization

The City Council voted unanimously March 24 to amend the city's billboard relocation and replacement rules, creating a council‑run pathway for relocation, modernization and replacement requests.

Daniel Palafox, associate planner, explained that federal and state laws (Federal Highway Beautification Act; California Outdoor Advertising Act) intersect with local land‑use authority, and that Riverside's current code allows only a narrow subset of relocations. He said the proposed amendments would allow city‑ or applicant‑initiated relocation requests subject to a council‑approved billboard relocation agreement and a subsequent relocation permit process.

Council members asked whether the change would allow the city to require the removal of multiple older billboards in exchange for fewer, modern installations, and whether the city could negotiate public benefits. Council member Mill asked whether the amendments would give the city more control rather than opening the door to unchecked expansion; staff and the planning commission representative said yes, the council would retain discretion and could negotiate infrastructure, public art or revenue sharing as part of agreements.

Council member Mill moved to approve the amendments and the motion passed unanimously. Palafox noted the text amendments also set the city council as the sole authority to negotiate and approve any relocation agreement, preserving city discretion. The council's action does not approve any specific billboard agreement; it authorizes a process and criteria to consider future requests.

Council members said the changes aim to modernize aging signage stock, reduce visual clutter over time, and use negotiated agreements to deliver city benefits. Any future relocation or replacement would come back to the council for review under the new process.