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Rancho Cordova approves new electronic billboard along Highway 50

Rancho Cordova approved a Highway 50 digital billboard similar to this one along Highway 99. Rancho Cordova’s 25-year deal is with Sierra Outdoor/Outfront Media.
Rancho Cordova approved a Highway 50 digital billboard similar to this one along Highway 99. Rancho Cordova’s 25-year deal is with Sierra Outdoor/Outfront Media. Sacramento Bee file

After holding its fifth public hearing on the issue Monday night, the Rancho Cordova City Council approved a digital billboard near Highway 50, picking a proposal by Sierra Outdoor/Outfront Media over a competing plan.

Council members cited a number of factors for delays in voting on a proposal that first came up last year, including city and state regulations limiting the number of digital billboards; threatened litigation; and resident concerns about driver safety and visual blight.

The council voted 3-1 in favor of the Sierra Outdoor/Outfront Media proposal, choosing it over a proposal by Clear Channel Outdoor in the same area near the Naturwood Home Furnishings on Folsom Boulevard between the Hazel Avenue and Sunrise Boulevard exits.

Mayor Robert McGarvey, Councilman David Sander and Councilman Donald Terry approved the plan. Councilman Dan Skogland was absent, and Councilwoman Linda Budge voted against it. She did not explain her vote, but she has raised concerns about blight from billboards.

Sander said he dislikes blight from billboards, but that such concerns are mitigated by an agreement by Sierra Outdoor/Outfront Media to remove four traditional billboards in exchange for the right to put up the digital billboard.

The agreement with the city allows the companies to erect a sign that will be 60 feet tall and have two faces with 672 square feet of display each. The signs will contain rotating advertisements, including public service announcements for the city.

The agreement gives the companies the right to the location for 25 years and the ability to renew for the same period. The companies will pay the city $1.4 million over the life of the agreement.

While council members did not say Monday why they favored the Sierra-Outfront proposal over Clear Channel’s, they had said in the past that they disliked the removal of redwood trees proposed in the Clear Channel plan.

Call The Bee’s Brad Branan, (916) 321-1065. Follow him on Twitter @BradB_at_SacBee.

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