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Council approves 50% city participation in new Toyota of Corona freeway sign after debate over city messaging time
Summary
After debate over how many minutes per hour the city could use for public messaging, the council approved a $396,000 city contribution (50%) toward a $792,000 freeway sign proposed by Toyota of Corona; the measure passed 4–1 after discussion about whether the city should require 12 minutes/hour of public messaging instead of the proposed nine minutes.
The City Council voted 4–1 on June 3 to direct staff to negotiate a funding agreement providing up to $396,000 (50%) toward a proposed $792,000 freeway sign for Toyota of Corona, in exchange for 15% public-message allocation (nine minutes per hour).
Economic development director Joel Belding framed the request with local comparables and said Toyota’s new ownership reported a jump in vehicle sales from roughly four to five cars per day under prior ownership to about 10 cars per day in the first quarter of 2026, which staff said has already produced an estimated $200,000–$300,000 in additional sales-tax revenue to the city.
"This dealership is a little bit unique...their inventory where you normally see displayed along a freeway frontage...they're lacking in that. So this increased sign could provide some direct benefit to bridge that gap," Belding said.
Council members debated the public‑message time the city would receive in return. Councilmember(s) argued that if the city is contributing double the prior Corona Auto Center contribution (which had come with 12 minutes/hour historically), the city should receive at least 12 minutes of air time rather than nine.
An alternate motion to require 12 minutes/hour failed for lack of a second. The staff recommendation — 50% contribution with 9 minutes/hour (15% of each hour) for city messaging, plus recognition on the sign — passed 4–1.
The sign will require a planning variance because it exceeds zoning panel size limits; if planning commission approval is granted, the project would return to the council as an informational item and move to fabrication and installation after approvals.
Council asked staff to maximize the city’s use of any allotted public-message time and to consider using some messaging for co‑sponsored nonprofit events and city announcements, while staff cautioned that the sign cannot be used for off‑site business advertising.
