LA MESA CITY COUNCIL REJECTS DIGITAL BILLBOARDS IN SURPRISE VOTE

La Mesa has backed off from allowing digital billboards in the East County city just months after leaders appeared open to the proposal.

One company had wanted to install several along Interstate 8 and at a public park, but a majority of the City Council felt the extra revenue wouldn’t make up for potentially distracting drivers.

“Digital billboards are a hazard on our roadways,” Councilmember Jack Shu said during a public meeting July 25.

The body voted against the measure.

The issue has been debated around the region, and San Diego’s recent decision to allow dozens of digital advertising kiosks downtown has been especially contentious. 3-2

La Mesa initially signaled it might go in a similar direction.

In March, Clear Channel proposed installing digital billboards at 8805 and 8703 Murray Drive as well as by MacArthur Park, according to public records. The latter could have displayed messages from the city.

Each sign would have shown an image for eight seconds before switching to the next, a spokesperson previously said. Eight messages could have been included on a 64-second loop that would have omitted animation or movement.

The city could have received $125,000 per structure, an amount that would have increased 3 percent annually.

Councilmembers Laura Lothian and Patricia Dillard had voiced some support for the idea, with Dillard once saying the revenue might allow officials to “do more for our city.”

But both joined Shu last month to oppose issuing a formal request for proposals, which would have allowed companies to make more specific pitches. Dillard said residents had voiced overwhelming opposition, and Shu questioned whether digital billboards were even allowed under local law.

Mayor Mark

and Councilmember Colin Parent said they wanted more information from companies before shutting the door. At least two firms were interested, and the money could boost city services, Parent said. The mayor referenced the potential for the park sign to display Amber Alerts, missingperson notices and reminders about drunken driving.