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Page 9 of 11 <br />City of Redwood City 1017 Middlefield Road, Redwood City, CA. 94063 Tel: 650-780-7000 www.redwoodcity.org <br />Potential Revenue Generation <br />Staff also researched the revenue generated in other jurisdictions from digital billboard initiatives. San <br />Carlos receives net annual revenues of approximately $500,000-$600,000 from five digital billboards and <br />South San Francisco receives net annual revenue of approximately $280,000 and $320,000 from four <br />digital billboards. <br />Additional details are provided in Attachment A. <br />Proposed Approach to Allowing Digital Billboards <br />The City Council previously indicated support for up to three billboards. Staff recommends the City <br />undertake a phased approach to allowing digital billboards, and seeks City Council authorization to allow <br />one digital billboard at this time, considering additional billboards in two years. <br />Solicitation Process <br />To identify proposals for consideration, staff would issue a solicitation outlining the City’s goals and <br />objectives to which applicants and property owners could respond. The evaluation criteria would include <br />consistency with the purpose, objectives and basic principles of the City’s Sign Ordinance and State and <br />Federal Law as well as the following: <br />1. Possibility of removing existing static billboards in exchange for allowing for digital billboards2; <br />2. City/community ability to access billboards during emergencies or promote community-based <br />activities; <br />3. The proposed location is an area where Caltrans regulations allow for digital billboards; and <br />4. Customary modifications related to directional technology, illumination, frequency of advertisement <br />rotation, etc.; and <br />5. Potential revenue to the City. <br />Staff recommends the timeline outlined in Table 3 below, to provide potential respondents with ample <br />time to conduct necessary due diligence before responding. <br />2 Removal of existing static billboards may be in the City’s interest. Proposals that include the removal of static <br />billboards would receive additional consideration. <br />8.A. - Page 9 of 12 <br />191