Digital Billboards Public Hearing Set for Thursday

Nearly one year after residents called them “distracting,” proposed digital billboards in Newark will be discussed again.

A public hearing to consider the adoption of the project and conditional use permits for the construction of the three signs is scheduled during Thursday’s City Council meeting.

The signs, which is to be built and operated by Clear Channel Outdoor Inc., are described as two advertising LED signs and one replacement of an auto mall pylon sign, according to the council’s agenda.

Locations of the signs are proposed for 7015 Gateway Blvd., near Highway 84, and 39491 Mowry School Road, along Interstate 880. All signs are said be built in a way where advertisements will be displayed on both sides, according to city documents provided in the agenda.

The two digital LED billboards are proposed to be 48 feet wide and 14 feet high. The Gateway boulevard sign would be constructed on a 51-foot sign and the Gateway Boulevard sign would be built on a 71-foot column. The proposed pylon is planned to be 85 feet tall and 29 feet wide with two 12-by-24-foot full-color LED displays.

Prior to the Planning Commission’s June 14 meeting – in which commissioners approved the proposal – the project was presented to the commissioners in July 2011 and continued indefinitely until a contract with Clear Channel was finalized

At that time, residents argued that the signs were distracting for commuters and would  Some commissioners agreed.

“Aesthetically, personally, I do not like them. They are a bit large. I think they are distracting,” Commissioner Janet Drews said last year.

Since then, the city’s contract with Clear Channel has been finalized. According to Thursday’s agenda, the Billboard Relocation Agreement is a 25-year arrangement that states:

1. Clear Channel will pay $30,000 for an initial payment and $120,000 each year to the city. Those payments will increase by 3 percent every year after the fifth year.
2. At least 5 percent of the advertisement time on the LCD signs will feature city-sponsored events such as Newark Days and Music at the Grove.
3. The company will replace and construct an auto mall identification sign, which will promote Newark businesses.

Clear Channel Outdoor is an advertising company that has built nearly 1 million advertising displays throughout the world, according to the company’s website.

The council meeting is scheduled for 7:30 p.m. at city hall, 37101 Newark Blvd.

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