I attended a Council Meeting this week, via Zoom, representing a billboard company that requested a Zone Text Amendment to allow for the following changes to the Code: from 10×30 to 14×48, digital upgrades and additional locations allowed on the freeway.

The project went to the Planning Commission in August, was continued through September and approved by Planning Commission in October.  Council received the project in November and the request came to Council last night.

There were four billboard companies in the area who hadn’t taken the initiative in the City and were asleep at the wheel and hadn’t requested a Zone Text Amendment to allow for digital signs. In comes a new innovative company, proposes a Zone Text Amendment and is on its way to approval. At the November 1 meeting one of the billboard companies became aware of the Zone Text Amendment and asked for a continuance which was granted. Thie week two competitors showed up at the Council meeting and said, “its not fair.” 3 of 5 Council members  bought the argument.  We lost on the vote 3-2.

Bottom line, it is fair. One of those companies  looks for exclusive opportunities all the time and doesn’t bring competitors into their Cities to play fair. The other company does it the right way.  They find an open City, lease up all the properties, build their billboards and get out of town, onto the next one.

The next time I come in contact with a billboard company who claims “its not fair”, I won’t disregard this argument as ridiculous or waste any time bringing up their deals in other cities that don’t include the industry competitors. They live in glass houses and their issues should be disclosed. More importantly, I learned to never attend a meeting via Zoom when my competitors will be there in person. I couldn’t read the room.  I couldn’t see the body language of the Council Members and who was trending towards the competitors and what should have been our strongest argument.

You can reach Andy Goodman at andygoodman.age@gmail.com, 310-721-8422.

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