Today out of home leasing and development expert Andy Goodman talks about how to manage issues when you put a billboard on a property with multiple tenants.
Andy, what are some issues that arise when placing a billboard on a property with multiple tenants?
Placing a billboard on multi-tenant property presents several challenges. One of the primary concerns is ingress and egress—the movement of people and vehicles on and off the property. Other tenants rely on access to parking, storage, and customer entry, so you have to be mindful of how billboard construction and maintenance impact those needs.
During construction, you have to carefully plan where trucks and equipment will be staged to avoid interfering with the daily operations of the tenants. Once the billboard is installed, many of these issues lessen, though ongoing access for maintenance—especially for static billboards where vinyl needs to be changed—still poses a challenge. Timing that access becomes important: do you arrive early in the morning before businesses open, or in the afternoon when traffic has died down?
Another ongoing issue is visibility. When tenants want to install or modify their own signage, it may obstruct views of the billboard from the freeway, creating potential conflicts. You also have advertising competition to consider. In properties with retail or commercial tenants, landlords often restrict the types of ads that can be displayed, especially if they compete with businesses on the premises.
What if it’s a shopping mall and the landlord wants to restrict ads that compete with mall tenants?
If a landlord insists on reviewing and approving every ad to prevent competition with mall tenants, it may not be worth doing the deal—especially for digital billboards. With digital, content may change daily or even hourly, and requiring landlord approval for each change introduces too much delay and administrative burden. If the landlord demands a 3-to-5-day review window for every new ad, that severely limits the flexibility and effectiveness of digital advertising.
You can contact Andy at andygoodman.age@gmail.com or 310–721–8422.
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