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Page 2 of 7 <br />City of Redwood City 1017 Middlefield Road, Redwood City, CA. 94063 Tel: 650-780-7000 www.redwoodcity.org <br />Table 1 <br />KEY ELEMENTS OF DIGITAL BILLBOARD POLICY SHARED APRIL 15, 2024 <br />Program Element City Council Feedback <br />Location Highway 101 corridor <br />Potential number of signs Up to three <br />Locate on City-owned vs. not City-owned property Investigate both options <br /> <br />On October 14, 2024, the City Council held a study session on digital billboards, during which the following <br />topics were discussed: <br />1. Existing City regulations; <br />2. Staff’s proposal to: <br />a. Take a phased approach to digital billboards and potentially allow one initial digital billboard; <br />and <br />b. Release a formal request to receive proposals for digital billboards. <br /> <br />During the October 14, 2024, Study Session, individual City Councilmembers shared feedback and <br />priorities for staff to consider, including: <br />Protect public health, welfare, and safety, including that of traffic, pedestrians, and animals; <br />Balance the digital billboard program with needs of the natural environment; <br />Serve the City’s interests in promoting commerce and tourism; <br />Consider the importance of revenue generation; <br />Analyze proposals with the primary goal of reducing the overall number of billboards; <br />Protect and preserve property values, including through promoting community aesthetics; and <br />Free speech issues, if any. <br />Staff issued a Request for Information (RFI) on December 18, 2024, to identify potential locations for <br />digital billboards along the Highway 101 corridor, with responses due by March 14, 2025. The City received <br />eight proposals from four different companies. <br />The purpose of this Staff Report is to seek City Council authorization for staff to enter into a Letter of <br />Intent with O/FI, negotiate potential terms for a digital billboard agreement, and prepare proposed sign <br />ordinance amendments and a future lease related to the potential installation of a digital billboard at 350 <br />Convention Way, all of which would be considered by the City Council at a future meeting. <br />ANALYSIS <br />In response to the RFI for digital billboards, the City received proposals from four companies: Lamar, Clear <br />Channel Outdoor (CCO), Champion Outdoor (Champion), and Outfront-Foster Interstate (O/FI). <br />Attachment 1 provides a detailed overview of each proposal. Illustration 1 below shows the proposed <br />geographic placement for billboards in each digital billboard proposal. <br />8.B. - Page 2 of 8 <br />437