Council Discusses Electronic Billboard Policy and Revenue Potential
Lemoore explores new signage rules—and whether billboards could bring in money
Lemoore, CA – April 4, 2025
By Francisco Ramirez
The Lemoore City Council took a closer look at its policy on electronic billboards during its April 1 meeting, considering zoning amendments that would allow such signage under specific guidelines. While the proposed changes primarily addressed setbacks, design standards, and sign placement, a key question from a member of the public shifted attention to an overlooked angle: revenue potential.
Alex Walker, speaking during public comment, asked whether the city could benefit financially—through permit fees or leasing opportunities—if it allowed digital billboards either on private property or on city-owned land.
“If the city decides to put an electronic billboard on public land, could that generate income?” Walker asked. “Are there permitting fees like business licenses for private owners?”
City staff responded that permit fees would apply for private installations, but any revenue-sharing or leasing arrangements would only be possible if the billboard was installed on public property owned by the city.
“If the city chooses to host a billboard on its land, yes, there could be an opportunity for revenue,” one official clarified.
The current ordinance revisions—listed as Zone Text Amendment 2025-01—include changes to several sections of the Lemoore Municipal Code, particularly:
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9-5F-9: Adds new regulations for electronic billboards
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9-5F-7: Modifies standards for off-site signs
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9-5A-3 and 9-4D-13: Updates setbacks and clarifies rules for mobile food vendors and temporary signage
Amendment Passes Following Public Comment
Following Walker’s comments, the Council proceeded with final approval of the ordinance on a 4-0 vote, affirming support for the updated rules but acknowledging the importance of revisiting potential revenue mechanisms in future policy talks.
“It’s something we could look into more seriously if we ever wanted to place signage on city property,” one councilmember noted.
The discussion comes as many cities throughout the Central Valley begin reevaluating digital signage policies, especially as LED boards become more visible along major corridors and regional highways. In some cases, cities have signed agreements with billboard companies that include annual lease payments or public service messaging slots in exchange for allowing signage on city-owned parcels.
What’s Next?
While Lemoore is not currently pursuing any city-run electronic billboards, the idea of using public land for potential revenue is now on the table. City staff indicated that any future decisions would require additional analysis and separate council authorization.
Should Lemoore explore digital billboard revenue on city land?
Share your thoughts in the comments.
