San Mateo Council weighs one-sign pilot for electronic billboards after residents urge removal of Amphlett billboard

San Mateo City Council members heard a staff briefing and public comment April 6 on whether to allow electronic billboards on city-controlled property, with several councilmembers signaling support for a pilot limited to a single sign and residents urging removal of a long-standing billboard on Amphlett Avenue.

Economic Development Manager Jennifer Chan told the Council the presentation was intended to inform a policy direction rather than seek action that night. She outlined three broad options: amend the municipal code to allow billboards on city-owned or city-controlled land with land-use permits and leases; allow billboards by lease and code standards without a land-use permit; or retain the current prohibition. Chan said prior councils raised revenue potential as well as concerns about visual impacts and proximity to residential areas.

Why it matters: staff said electronic billboards could generate consistent non-tax revenue for the city while also offering public messaging or branding protections negotiated in lease agreements. Chan summarized how neighboring cities structure programs and cited approximate revenue examples used in staff comparisons, noting potential trade-offs between revenue and neighborhood impacts.

Staff examples and regulatory constraints Staff presented examples from nearby jurisdictions: San Carlos operates four Highway 101 sites staff estimated…