A conventional billboard on Bayshore Road overlooking Interstate 680 could be modified into a digital LED billboard if the Planning Commission approves a use permit. (Photo by Nick Sestanovich)

   If you have ever stopped at the foot of the Interstate 680 offramp leading onto Bayshore Road, then you might have noticed a large billboard on the lefthand side— or on the righthand side when driving down the freeway. However, if the Planning Commission approves an application from Clear Channel Outdoor, then it could look different soon.

   Bruce Qualls, the vice president of real estate and government affairs for Clear Channel Outdoor, is looking to modify the existing billboard near 3190 Bayshore Road from a static message sign to one with digital LED technology to comply with state and federal standards for safety, display and illumination, according to a staff report. In 2012, the Planning Commission approved a use permit by Qualls for the transformation of two double-sided conventional advertising billboards into LED billboard. The Benicia City Council approved Qualls’ request in January 2013, but the use permit was not exercised and has now expired, according to the staff report.

   Now Qualls is requesting the modification of only one of the standard billboard into a digital billboard, which would be the same height and size and not have to relocate. Qualls does not currently intend to modify the other billboard at 3300 Park Road, staff wrote.

  As part of Benicia’s Sign Ordinance, new billboard signs are not allowed in Benicia although existing billboards can be modified. The sign in question has been in place since 1986. Staff has found the proposed project to be consistent with the Sign Ordinance and General Plan, as well as state and federal regulations. 

   “Because the sign already exists, the ability to designate the I-680 corridor as a scenic highway is not compromised,” staff wrote. 

   Additionally, since an Initial Study/Mitigated Negative Declaration was conducted when the project was first proposed in 2012 and found the project would not have a significant impact on the environment, staff has said further environmental review is not warranted. Staff recommends the Planning Commission approve the use permit.

   In other business, the Commission will be voting to adopt the proposed Downtown Historic District design guidelines as well as amendments to the Downtown Historic Conservation Plan and Benicia Municipal Code. 

   The Planning Commission will meet at 7 p.m. Thursday, Aug. 9 in the Council Chamber of City Hall, located at 250 East L St.

Sharing is caring!