Loma Linda approves lease with Lamar for freeway digital sign, secures $300,000 upfront and revenue share

The Loma Linda City Council on Aug. 11 approved a property lease with Lamar Central Outdoor LLC to place a city communication sign on a parcel adjacent to Interstate 10, authorizing the city manager to execute the agreement.

Staff told the council the lease includes a $300,000 payment to the city when the sign becomes operational and ongoing revenue equal to 25% of gross advertising sales; Lamar will bear all construction, permitting, maintenance, insurance and operating costs. "Under the lease, the city will receive $300,000 once the sign becomes operational, plus 25% of gross advertising revenue," staff said during the presentation. The lease term approved is 20 years with an optional 20-year extension; the city will consider design, landscaping, lighting and environmental review through the standard permitting process before the sign is built.

Council members asked for estimates of construction costs and revenue projections; a Lamar representative estimated a sign of this scale costs roughly $1,000,000 and said first-year revenue could be at least $100,000 and grow over time. Staff emphasized that approval tonight authorized only the lease terms and not the sign design or permits, which must return through the planning process. The council voted to adopt resolution R-2026-40 authorizing the city manager to execute the lease (motion carried).