|
Getting your Trinity Audio player ready...
|
The Redwood City Council voted 6-1 on Monday to approve a plan for a phased approach to permit digital billboards in the city. Phase One allows for the installation of one digital billboard.
“We have a structural deficit. And we owe it to residents to explore revenue-generating resources in order to remedy that deficit so we can maintain city service everyone relies on,” said Councilmember Chris Sturken.
Most council members agreed that the digital billboard could generate additional revenue for the city to help reduce the deficit. Kaia Eakin was the only member who opposed moving forward with the plan. She seconded concerns raised during public comments regarding environmental damage and public safety.
City Code Section 3.72 presently prohibits installation and maintenance of billboards within the city, with limited exceptions. These regulations were adopted by the city in 2007 after carefully considering various factors such as Redwood City’s natural beauty, distinctive architecture, historical character and perceptions of local economic conditions.
There are five static billboards in Redwood City, which were permitted before the city adopted its regulations. All Redwood City billboards are east of the U.S. Highway 101. The Monday meeting discussed the possibility of replacing some existing billboards with a single digital one, as the current billboards are located on private properties and do not generate any revenue for the city.
“If we can have the ability to have many contracts housed by one billboard, it’s better than just one per billboard,” said Councilmember Elmer Martinez Saballos.
On April 15, 2024, the City Council adopted a Two-Year Economic and Workforce Development Plan to guide economic activities through Fiscal Year 2025-2026. As part of this plan, the Council approved Goal 4A: Advancing Efforts Related to Electronic Billboards and gave initial feedback on key aspects of a digital billboard policy.
The policy recommended placing the billboards along the U.S. Highway 101 corridor, with a potential for up to three signs. It also suggested investigating both city-owned and non-city-owned properties for the billboard locations, with a preference for city-owned sites.
The City Council previously showed support for allowing up to three billboards. As the next step, staff recommended a phased approach to introducing digital billboards, seeking authorization for one billboard now and considering more in two years.
At the Monday meeting, the city’s economic development manager, Amanda Anthony, presented a staff report with an evaluation of possible locations for digital billboards, requesting the Council move forward with the phased plan, starting with one digital billboard on city-owned property.
According to the staff report, the city aims to consider digital billboards as a way to generate revenue for city services without raising fees or taxes, while preserving community beauty and safety.
During the meeting, Anthony brought up some of the possible obstacles. They could include Caltrans regulations that limit the areas where billboards can be placed, mainly due to the amount of land classified as “landscaped freeway.” However, Caltrans can adjust these designations, which would open up more areas for digital billboards.
The staff report also gives examples of neighboring cities that updated their policies to allow digital billboards. Newark was one of the first Bay Area cities to allow digital billboards and both San Carlos and South San Francisco have multiple billboards. According to research conducted by Redwood City staff, San Carlos earns about $500,000 to $600,000 annually from five digital billboards, while South San Francisco makes around $280,000 to $320,000 a year from four digital billboards. Other peninsula cities, including Mountain View, Palo Alto, and San Mateo do not allow digital billboards.
Councilmember Eakin expressed concerns about the hurdles ahead, including relaxing billboard regulations, navigating Caltrans laws related to billboards, and conducting an extensive study of the underground infrastructure. She noted the need for valuable staff time. Additionally, she highlighted the potential negative environmental impacts the billboard could have on wetlands, such as those at Bair Island.
“I spoke to a colleague in San Carlos and she said they are having a lot of problems with the billboard,” she added.
There were four public comments on the topic. All four voiced their apprehensions about the negative effects of light pollution from the digital billboard on local wildlife and residents.
A resident of North Fair Oaks pointed out the constant illumination and glare produced by the board may affect the migration of birds.
“I’ve always considered billboards an indication of urban blight,” said Pat Willard, in another public comment.
There is a proposed timeline for Phase One of the program. In December, the city will issue a solicitation that outlines the goals and objectives for applicants and property owners. The closure of the solicitation is set for Feb. 28, 2025, although this date may be extended. Following this, staff will review the proposals and make a recommendation to the City Council to revise the Sign Ordinance in late winter or early spring 2025. Finally, a recommendation will be presented to the City Council in late spring or early summer 2025.
Blog: CA only requires $6,500 for Teachers. There Was Never More Money Coming.June 11, 2026 10:57 am
