Last week the Fountain Valley California City Council approved by a 4-1 vote a 73 foot tall two sided digital billboard proposal by Becker Boards.  The project is described starting on page 276 of the Fountain Valley November 15 City Council Agenda.  Some details on the project:

•  The sign will be on private property at 18375 Euclid Street, Fountain Valley, California just off the San Diego freeway.
• An existing 59 foot tall structure on-premise sign will be demolished and replaced by a 73 foot tall V shaped steel structure with two 14′ by 48′ digital billboard faces.  The sign will also include four 54 inch by 17 inch tenant signs, a Fountain city sign and a landlord sign (see picture above).
• The project will include Louver Technology to block light spillage.
• The development agreement with the city will be 40 years and include an annual fee of $550,000 in year one, increasing by 10% every five years thereafter.  The payments will total $31.5 million over the 40 year life of the development agreement.
• Becker Boards will agree to use 1 of the 8 spots on each digital billboard for City branded messaging and non-commercial public service announcements.
• Becker boards will not display ads for marijuana, sexually oriented businesses or political ads.
• Becker Boards much maintain a $1 million commercial general liability policy plus a $4 million umbrella insurance policy.

Billboard Insider’s take:  Win, win, win, win, win.  Becker gets two valuable digital billboards.  The landlord gets rent.  The landlord’s tenants get on-premise signage.  The city gets a nice monument sign, public service advertising and $31 million to fund critical city services.  The city’s businesses get a way to tell their story to consumers.  A lighting study was a major part of Becker’s proposal and the billboard will use light mitigating louvers.  You need to have a lighting study and light mitigation strategy if you are putting a sign anywhere close to residences.

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