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Council allows one casino’s ads on lifeguard towers, citing revenue to repair towers; critics raise principle concerns
Summary
In a 4–2 vote, council approved an amendment to the lifeguard tower advertising license to permit Yamava Resort & Casino to place ads on multiple towers. Supporters pointed to immediate revenue and local vendors to produce wraps; opponents said allowing gambling advertising contravenes prior safeguards.
The Huntington Beach City Council voted on June 2 to authorize a limited amendment to the lifeguard‑tower advertising license that permits advertisements referencing Yamava Resort & Casino on a specified set of towers. The amendment was narrowly framed by motion as an exception for Yamava and approved 4–2 after debate about revenue, aesthetics and principle.
Proponents said the program will deliver immediate revenue without city capital outlay: staff and the applicant estimated roughly $332,000 in direct economic benefit for the remainder of 2026 and a larger annual figure if continued in 2027. The license with the city’s vendor (Rio Media and Advertising) splits gross revenues so the city receives the majority share; proponents said wraps and artwork will be produced locally by Huntington Beach firms.
Supporters also noted public‑safety and maintenance benefits: funds could be directed to replace or refurbish older towers and the wraps will include public‑safety material such as rip‑current graphics and QR codes linking to beach‑safety information. Several council members said the program modernizes the towers’ appearance and creates a new, predictable revenue stream at a time the city is balancing its budget.
Opponents and some members of the public said the amendment removes an explicit prohibition on gambling advertising in the original license agreement and that permitting casino ads would contravene the values the council set when it authorized the lifeguard‑tower program. Councilmember Williams voted against the amendment and said he could not support changing the copy‑content prohibition that had excluded alcohol, tobacco and gambling.
Council action: The motion approved an amendment delegating authority to the city manager to execute the amended licensing agreement to allow Yamava Resort & Casino copy on towers for this limited instance. The council also added language in the motion to limit the exception to Yamava only.
Vote: Councilmembers Kennedy, Mayor Pro Tem Twining, Mayor Casey McKeon and Burns voted yes; Councilmembers Grohl and Williams voted no.
What’s next: The vendor (Rio Media) will finalize placements and the wraps will be produced by local contractors. Staff said revenue will be used, in part, to address lifeguard tower maintenance and replacement needs, and the vendor will ensure the wraps include required safety messaging.
Ending: The amendment goes into effect under the existing vendor contract; staff will report back on revenues and any proposed use of funds for tower maintenance.
