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Council approves development agreement allowing three small electronic message signs on city-owned sites
Summary
After a public hearing and staff presentation, the Lodi City Council approved a development agreement with Rogers Media to install three small electronic message signs on city-owned properties, authorizing staff to proceed with design review and use permits; the city will receive either $25,000 annually or 25% of ad revenue and free display time for city messaging and emergencies.
The Lodi City Council on May 6 approved a development agreement with Rogers Media Company to install, maintain and operate three small electronic message signs on city-owned parcels following a staff presentation, a short public hearing with no speakers, and council deliberation.
Deputy Community Development Director Cynthia Marsh described the background: the municipal code was amended in 2022 to allow community electronic message signs on city-owned property, a subsequent RFP produced a responsive proposal from Rogers Media, and staff coordinated with public works and the electric utility on site placement to avoid conflicts with traffic signals. The company proposed the city receive the greater of $25,000 annually or 25% of advertising sales, plus free display time for city events and emergency messaging.
Marsh noted the signs are smaller than freeway-oriented billboards — roughly the size of a plywood sheet — and that further site plan and architectural review (SPARC) and use permits would follow the development agreement. A representative explained display limitations in paragraph 10 of the agreement: contractors voluntarily agree to restrictions including no political messaging, no obscenity, and no illegal content, and the city retains the ability to request removal if signs interfere with future city development.
Council asked about cybersecurity and content controls; staff and the applicant said the system is controlled remotely and the city can request emergency take-over or shutdown. With no public speakers, Councilmember Bregman moved to approve the development agreement and the motion passed on unanimous roll call. The project will proceed to SPARC and planning-permit processes before construction and installation.
