Billboard Insider is watching SB 2353 in the Hawaii legislature. The bill would permit billboards and digital signs in the New Aloha Stadium Entertainment District in Hawaii. The digital sign initiative would help raise money for a $4 billion development project which includes a football stadium remodel, 4,100 housing units, three hotel towers and a mix of retail and open space. The bill passed from committee on a 6 to 2 vote.
The Aloha stadium Authority testified in favor of the bill: “The ability to authorize and manage digital outdoor signage provides the Stadium Authority with a diversified and sustainable revenue stream. By allowing modern, high-quality digital displays, we can offer local and national partners premium placement. This stimulates the local economy and aligns the NASED with industry standards for professional sports and entertainment venues globally. Modern digital signage is not just for advertising; it serves as a tool for public announcements, wayfinding, and emergency alerts. Controlled, well-regulated signage contributes to a dynamic “live-work-play” environment that attracts residents and tourists alike.” Other supporters of the bill include the Hawaii Chamber of Commerce, Stanford Carr Development.
The bills opponents – the Outdoor Circle and Scenic America – have argued that the billboards and digital signs pose a safety risk and that the bill will overturn the existing 100 year old ban on billboards in Hawaii. You can track the bill’s progress and read the testimony for and against at this Hawaii State Legislature page.
Billboard Insider’s take: Billboard and digital sign revenues will help fund a $4 billion development project which benefits Hawaii. We don’t buy the argument that this will change the islands forever. You only have to read the bill to see how restrictive it is. The billboards and digital signs are only permitted withing the stadium development district. The money will help fund a great project and spur development and tourism. Think Truist Park in Atlanta.
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