Santa Monica residents will soon see a significant change in their city’s signage regulations as the City Council votes on establishing a Digital Display District. The proposal allows for up to 16 large-format digital billboards along the Third Street Promenade and Santa Monica Place, including four locations on the shopping center facades.
The district would generate an estimated $3.5 million to $7 million annually through advertising revenue, with operators paying one-time contributions of $500,000 per display and escalating 3% annually. The ordinance includes restrictions to balance innovation with neighborhood compatibility, such as operating only from sunrise to 1 a.m., using renewable energy, and following strict brightness standards.
However, the proposal has raised concerns about historic preservation, with six potential locations sitting on landmark buildings that would not be subject to traditional Landmarks Commission review. Commissioners recommended adding expert historic preservation review to the process and pushing for traffic safety measures, including “no right turn on red” restrictions at affected intersections.
The City Council will vote on the proposal, which is part of a broader effort to revitalize the downtown area following economic challenges from the COVID-19 pandemic and changing retail trends.
Source: https://smdp.com/business/council-to-debate-digital-billboards-on-the-promeande