San Mateo explores digital billboard pilot program to boost revenue

“This billboard has impacted the quality of life for our residents over the past 40 years,” San Mateo resident Laurie Watanuki said during public comment at a City Council meeting April 6.

The council indicated interest in setting up a digital billboard along city-owned property, likely along a highway corridor, and the removal of the current sign on Amphlett Boulevard.

“I would support a pilot program for one electric billboard,” Councilmember Rob Newsom said during the meeting. “I would support removing the existing billboard on Amphlett and Central, and I would also try to make sure that we look for sites that are very non-disturbing to residents.”

Some Peninsula cities already have such programs in place. For instance, San Carlos currently has four billboards along Highway 101, according to a staff report, and Belmont, Redwood City, South San Francisco and Millbrae also have agreements where billboards are in place along city property, with most receiving a certain share of advertising revenue.

If successful, the pilot program could present a modest revenue boost, particularly appealing given the city’s $7 million project deficit this fiscal year.

The city has been eyeing different ways to generate more revenue and cut down on expenses, exploring a sales tax ballot measure to go before voters in 2026, trying to rely more on grants for infrastructure projects and freezing hiring for several positions.

The annual predicted estimates from the billboard program are unknown, though other cities have seen roughly $150,000 to $200,000 in annual revenue, according to the report.