Redwood City considers digital billboard

Councilmembers confirmed the city’s interest in the billboard paid for and operated by advertising company Outfront-Foster Interstate.

The draft agreement would generate a one-time payment of $100,000 and an annual payment of at least $250,000, which would go toward the city’s general fund. The billboard could generate even more annually for the city, if 30% of annual revenue is more than $250,000. 

Alex Belenson, manager of real estate and new business development for Outfront-Foster Interstate, noted there is guaranteed money annually, that can be consistently budgeted and accounted for, but also “never lose out on a strong market.”

The billboard company would also bear the full cost of the necessary environmental impact report, permitting and construction. 

Despite the potential for a new source of revenue for the city, Vice Mayor Kaia Eakin felt a digital billboard would be visually unappealing. 

Councilmember Marcella Padilla also voiced concern over the potential for inappropriate or harmful content advertised. The city has a strict policy against regulating content, City Attorney Veronica Ramirez said. 

“This digital billboard may represent a modern-day Pandora’s box, once open difficult to contain, laden with consequences that reach far beyond their initial promises of modest revenue,” Padilla said. 

Ultimately, those in favor of the digital billboard felt the revenue source was worthwhile. 

“We need to use as many of the tools in our toolbox as possible,” Councilmember Chris Sturken said. 

Another digital billboard operated by Outfront-Foster Interstate is one in San Carlos located at 860 Brittan Ave. 

The City Council began looking into digital billboards in spring 2024 as part of a two-year economic and workforce development plan. 

After studying the topic, councilmembers voiced a desire to remove static billboards over time. The proposed billboard company stated it is not particularly interested in removing the three static billboards it currently owns in Redwood City, but is open to negotiations. 

The City Council approved moving forward with issuing a “letter of interest” to keep negotiating with the advertising company, 5-2, with Padilla and Eakin opposing. 

Staff believe it will take nine months of negotiating and finalizing proposals before any formal decision by the City Council, according to a staff report.