Council approves billboard reconstruction tied to Triangle development; developer says ground-breaking this year

Murrieta’s council on March 17 approved a conceptual billboard reconstruction agreement designed to support the Triangle redevelopment at the confluence of Interstates 15 and 215. Staff told the council the agreement will remove two existing static, legal nonconforming billboards and allow reconstruction of two modern digital signs under a cooperative arrangement with the developer, Dominagoni Barton Properties LLC.

Key terms described by staff: the city will forgo revenue from the new digital boards for an initial 15-year period to help the site secure development financing, after which the city would have revenue-share options that increase if the property remains undeveloped (a higher percentage if certificates of occupancy are not in place, structured to discourage delay). Staff stressed the arrangement was structured so the city does not try to profit during the early, risk-bearing stage for the project; instead it is designed to support site activation and eventual sales-tax-producing commercial development.

Development director and project proponents explained the billboards will provide a visible platform for public-service messages and that the sign standards and environmental clearance were included in the 2024 specific plan amendment for the project. When asked by council, the developer told the meeting they plan to break ground this year.

Council approved the concept and authorized the city manager to execute the agreement and any necessary license agreements tied to easements; the motion passed unanimously.