Redwood City, after banning billboards in 2007 to enhance aesthetics, has now voted to install a digital billboard on Highway 101. The billboard will be managed by an outdoor advertising company, which will pay the city a minimum of $300,000 annually for 20 years. Digital billboards, which change messages frequently, could distract drivers, raising safety concerns. Historically, the anti-billboard movement originated from financial motivations, as seen in the case of Lady Bird Johnson who sought to protect her media interests from competing advertisements.
In 2007, Redwood City banned billboards in the name of beautification. However, the City Council has now voted to place a digital billboard along the same freeway.
Digital billboards typically change messages every eight seconds, creating a distraction for drivers, raising concerns about driver safety.
The city plans to negotiate a deal with Outfront-Foster Interstate, which offered to pay a minimum of $300,000 a year for 20 years or 50% of sales.
The movement to remove billboards began as a project of Lady Bird Johnson in the 1960s to protect her TV station's advertising revenues from competing billboards.
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