The proposed billboard would feature a display area of 1,003 square feet and stand 60 feet tall. Designed by Freepik, www.freepik.com

 

RANCHO CORDOVA, CA (MPG) - The Rancho Cordova City Council voted 4-1 on Oct. 6 to approve a proposal for a new digital billboard along U.S. Highway 50, following heated discussions and public comment.

The Cordova Community Council presented a request for a zoning text amendment, conditional use permit, minor design review and operating agreement to construct the sign at 3127 Fite Circle.

The proposed billboard would feature a display area of 1,003 square feet and stand 60 feet tall. The Cordova City Council, a nonprofit organization, aims to use the billboard to generate revenue and provide a communication platform for local community groups. The sign would operate 24 hours a day, seven days a week, displaying static messages with a minimum display time of eight seconds.

In its presentation, Cordova Community Council representatives emphasized the project’s potential benefits for the community, noting that the billboard would serve as a "gateway" to the city and provide an opportunity to showcase events and initiatives from local nonprofit organizations.

“An investment in our Cordova Community Council is an investment in ourselves. I am asking you to support one of the most important organizations in our community,” said Pastor Dan from River City Christian Church, a vocal supporter of the project.

However, the proposal faced significant opposition from members of the public, particularly over concerns about the size of the sign that exceeds the maximum square footage allowed under city zoning rules and potential conflicts of interest. During the meeting, Councilmember Joe Little voiced his disapproval, citing the potential for “favoritism” due to Councilmember David Sander's dual role as both a city official and Cordova Community Council president.

“We are violating our city codes for no reason,” Little said. “I’m really disappointed in staff bringing this forward. We are betraying the private market, benefiting a single market participant.”

Opponents also raised legal concerns, with some arguing that the project violated the California Outdoor Advertising Act and could set a problematic precedent.

“The Cordova Community Council has decided to use its association with the city to exact a far better billboard location and opportunity,” said Beau Palley, CEO and Charls Beck COO of Orion Outdoor Media. “This type of market rigging and manipulation is illegal and violates federal law, including due process and equal protection on First Amendment rights.”

Amy Lerseth of Clear Channel expressed her concerns about the billboard’s legality and the conflict of interest, pointing out that a static billboard claimed to have been removed by Cordova Community Council was actually owned by Clear Channel.

“I agree that the Cordova Community Council does great work. I just would like them to do it legally,” Lerseth said.

Despite these concerns, city attorney Adam Lindgre reassured the council that the proposal complied with local laws, emphasizing that Sander’s position with the Cordova Community Council did not constitute a financial conflict of interest.

“Councilmembers who volunteer their time to nonprofits that pay them no money don’t have a financial interest in the decisions involved,” Lindgre said.

Sander also spoke up on the subject, emphasizing the importance of participation.

“Our job as City Council members is to make determinations like these that are in the interest of the entire community. I’d suggest that having the opposite situation of being unable to vote on something of which you have expertise or knowledge could be very detrimental to us as a city or as a democracy,” said Sander.

Supporters of the project, including local leaders from the Symphony D’Oro and the Rancho Cordova Sports Hall of Fame, argued that the billboard would provide critical exposure for community events and organizations.

“This is a strategic location for the community to know what we’re doing,” said Symphony D’Oro Vice President Annett Orelia.

City Council members also spoke in favor of the proposal, with Councilmember Linda Budge expressing her support based on the financial stability that the project could provide to the Cordova Community Council.

“They need a secure fiscal foundation to continue their work,” said Budge, who has been involved with the Cordova Community Council in the past.

Mayor Siri Pulipati echoed these sentiments, noting that the Cordova Community Council was seeking to be “innovative” and generate revenue without relying on city handouts.

“This particular billboard is going to create a new communication tool for the community,” Pulipati said.

The motion passed with a vote of 4-1, with Little voting against it.