Staff recommends that the City Council introduce for first reading an ordinance amending Section 17.17.035 of the Roseville Municipal Code regarding signs located on public property.

In December of 2020, staff released a Request for Proposals (“RFP”) seeking proposals from qualified entities to develop and operate up to four two-sided digital billboard(s), with a maximum of two located along Interstate 80 and two along State Route 65.  The digital billboards would be located on City-owned property, which is defined to mean a fee interest in land as well as easements or leasehold interests.  During the RFP process, a concern was raised regarding the City’s authority to locate new digital billboards along these freeways absent a relocation agreement.  A relocation agreement is required to be used when a digital billboard is replacing current, static billboards along landscaped portions of specific freeways.  Portions of Interstate 80 are designated as landscaped freeways whereas no portion of Highway 65 is classified as such.  The concern was raised due to ambiguous wording contained in Roseville Municipal Code Section 17.17.035 about when relocation agreements are required.  The City Attorney’s Office as well as outside counsel have previously advised that the City has the legal authority to construct new digital billboards along non-landscaped freeways without requiring a relocation agreement.  However, in order to clarify the City’s legal authority to do so, staff is recommending that this municipal code section be amended.  The amendments would clarify that the City can construct and maintain freestanding digital billboard signs on City-owned property pursuant either to a relocation agreement or an agreement negotiated following one of the City’s standard procurement processes, such as the issuance of an RFP.  This action solely amends the municipal code and does not constitute approval of, or otherwise permit the construction or operation of electronic billboards. Once staff has successfully negotiated the necessary agreements, staff will return to Council for action.

Amending the Sign Ordinance to clarify that the City can construct and maintain freestanding digital billboard signs on City-owned property pursuant either to a relocation agreement or an agreement negotiated following one of the City’s standard procurement processes alone will have no immediate fiscal impact. However, the future lease(s) of City properties to the selected outdoor advertising company will result in positive long-term revenue to the General Fund.

The California Environmental Quality Act (CEQA) only applies to projects which have the potential to cause a significant effect on the environment.  Where it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment, the activity is not subject to CEQA. (CEQA Guidelines §15061(b)(3)).

Goal A - Remain fiscally responsible in a changing world.

Goal B - Support community engagement and advocacy.

Goal D - Enhance economic vitality.

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Dominick Casey, City Manager