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STAFF REPORT <br />TO:Chair Johnson and Members of the Planning Commission <br />FROM:Corrin Wendell, AICP, Community Development Director <br />DATE:June 13, 2024 <br />RE:Analysis of Billboard Signage: Benefits, Challenges, and Opportunities for City <br />Involvement <br />ACTIONS TO BE CONSIDERED <br />Discussion. <br />INTRODUCTION <br />This report provides an analysis of billboard signage, highlighting its benefits and challenges, and <br />exploring the role cities can play in marketing and owning billboards. Billboard signage has long <br />been a prevalent form of advertising, offering high visibility and reach. As cities seek innovative <br />ways to enhance community engagement and generate revenue, billboard ownership and <br />marketing present viable opportunities. <br />Benefits of Billboard Signage <br />1.High Visibility and Reach: <br />Billboards are strategically placed along highways and busy streets, ensuring high visibility <br />to a large audience. This constant exposure makes billboards an effective medium for <br />delivering messages to both residents and visitors. <br />2.Cost-Effective Advertising: <br />Compared to other forms of advertising, billboards offer a lower cost per impression. They <br />provide continuous exposure, allowing advertisers to reach a broad audience without <br />recurring costs. <br />3.Brand Awareness: <br />Billboards enhance brand recognition through repetitive viewing. They are especially <br />effective for local businesses aiming to establish a strong presence in the community. <br />4.Revenue Generation: <br />Cities can generate significant revenue by leasing billboard space to advertisers. This can <br />be particularly beneficial for funding public projects and community initiatives. <br />Challenges of Billboard Signage