07-02-2019 - Item 09 - Consider Digital Billboard Advertising in City Limits - Mayor Lloyd JohnsonAGENDA ITEM NO. 9
AGENDA STAFF REPORT
City of West Covina | Office of the City Manager
DATE:July 2, 2019
TO:Mayor and City Council
FROM:David Carmany
Interim City Manager
SUBJECT:CONSIDER DIGITAL BILLBOARD ADVERTISING IN CITY LIMITS - MAYOR LLOYD
JOHNSON
RECOMMENDATION:
It is recommended that the City Council provide staff direction.
BACKGROUND:
This item was requested to be agendized by Mayor Lloyd Johnson.
DISCUSSION:
The City of West Covina currently only allows digital readerboard signs for theater/auditorium uses and other
commercial uses located within 300 feet of the freeway centerline for onsite business advertisement, such as the
Auto Plaza and the Plaza West Covina (mall) readerboards. Staff has gathered some preliminary data to discuss
possibilities and potential revenue for allowing the installation of additional digital signs within city limits.
Digital billboards that are placed on City property have the potential to generate between $150,000 to $200,000 or
more per double-sided 14 by 48 foot billboard in annual revenue to the City. There is potential to have up to three
digital billboards on City property, which could generate revenue ranging from $450,000 annually to $600,000
annually. Digital billboards that are placed on private property would generate less revenue to the City at
approximately $35,000 to $70,000 annually because of the profit sharing with an advertising company and the
private property owner.
One potential location has been identified for City property in keeping billboards at least 1,000 feet away from
other digital billboards as allowed by Cal Trans (Attachment No. 1).
Next Steps
If the City Council would like to consider installation of digital billboards the following will need to occur:
Initiate a Code Amendment1.
Potential Zone Changes to accommodate electronic message centers2.
Initiate a Development Agreement with an advertising company or draft a Request for Proposals (RFP)3.
OPTIONS:
The City Council has the following options:
The City Council has the following options:
Direct staff to initiate "next steps" and return to a future City Council Meeting with an agreement for
installation of digital billboards on private and City property with revenue sharing; or
1.
Provide alternative direction.2.
Prepared by: Nikole Bresciani, Assistant City Manager/Public Services Director
Attachments
Attachment No. 1 - Digital Billboard Placement
CITY COUNCIL GOALS & OBJECTIVES: Achieve Fiscal Sustainabiltiy and Financial Stability
ATTACHMENT NO. 1