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7 <br />Appendix B: Case Studies of Municipal Billboard Ownership <br />Case Study 1: City of San Francisco, California <br />Overview: <br />San Francisco has taken a progressive approach to billboard advertising by integrating digital <br />billboards into its urban landscape while retaining control over content and revenue. <br />Implementation: <br />The city partnered with private advertising companies to install digital billboards in strategic <br />locations, such as transit hubs and high-traffic areas. <br />San Francisco retains control over 25% of the billboard content, which is used for public service <br />announcements, cultural promotions, and emergency alerts. <br />Benefits: <br />Generated significant revenue that is funneled into public projects and community services. <br />Enhanced communication with residents through timely public service announcements and <br />emergency notifications. <br />Promoted local events and cultural activities, increasing community engagement. <br />Challenges: <br />Initial public resistance due to concerns about visual pollution and potential distractions for <br />drivers. <br />Balancing commercial advertising with city-controlled content to meet contractual obligations <br />with private partners. <br />Outcome: <br />Successful integration of billboards into the city’s communication strategy. <br />Positive public reception over time, with increased acceptance and appreciation for city-controlled <br />content. <br />Case Study 2: City of Denver, Colorado <br />Overview: <br />Denver has utilized municipal-owned billboards to support local businesses and non-profits, <br />creating a community-focused advertising platform. <br />Implementation: <br />The city invested in several digital and traditional billboards, strategically placed in both urban <br />and suburban areas. <br />Priority is given to local businesses and non-profits for advertising space at reduced rates, with <br />some spaces allocated for city use.