Santa Monica planning commissioners on Wednesday reviewed a controversial proposal to allow up to 16 large digital billboards on the Third Street Promenade and Santa Monica Place, generating significant debate over historic preservation, public safety and economic recovery efforts.
The proposed Digital Display District Ordinance would permit 1,000-square-foot digital displays on corner buildings along the pedestrian mall and four locations at the adjacent shopping center. The city has already received four development agreement applications from operators seeking to install the signs under 30-year contracts.
"The ordinance is guided by four policy objectives," said Rachel Kwok, the city's environmental planner, including advancing downtown's vision, driving economic recovery, balancing innovation with responsibility, and providing community benefits.
The proposal promises substantial revenue for the city through advertising revenue sharing and minimum annual guarantees, though exact figures are still being determined by an economic study expected before the City Council's November 18 review.
However, commissioners expressed serious concerns about the plan's impact on the area's historic character. Six of the 16 potential sign locations sit on designated landmark buildings, yet the ordinance bypasses traditional Landmarks Commission review in favor of streamlined staff approval.
"Six landmarks affected by a single project is a lot, really unprecedented," said Ruthann Lehrer of the Santa Monica Conservancy during public comment. She argued the Landmarks Commission has "expertise and experience to look at this interface" between new digital signage and historic buildings.
Commissioner Nina Fresco called the lack of landmarks review troubling. "I'm somewhat beside myself about the lack of Landmarks Commission review," she said, noting that landmark buildings would receive digital signage without expert historic preservation input.
Public safety emerged as another major concern. Commissioner Shawn Landres pushed for "no right turn on red" traffic restrictions to be implemented before any signs are activated, citing worries about distracted drivers at complex intersections with heavy pedestrian and bicycle traffic.
Several residents opposed the plan entirely. Gerard Healy mentioned in public comments, arguing the signs would "cheapen the neighborhood."
The ordinance includes strict operational standards to address concerns. Signs would operate only from sunrise to 1 a.m., use 100% renewable energy where available, and follow detailed brightness limits designed to minimize impacts on nearby residential areas. A lighting study analyzed all 16 potential locations to ensure compliance.
Each digital display must dedicate 20% of operating time—roughly 12 minutes per hour—to city content and public art through a city-administered program. This provision aims to transform the promenade into "an evolving outdoor public art museum," according to the staff report.
The proposal requires building owners to maintain specific occupancy thresholds, with penalties including increased payments to the city or potential sign removal for persistently vacant properties. This mechanism seeks to ensure the signs support broader downtown revitalization rather than simply generating advertising revenue.
Downtown Santa Monica Inc. recommended the city develop a comprehensive digital signage plan with revenue reinvestment directly into downtown, emphasizing the need for "a cohesive strategy to ensure that any future digital signage is implemented thoughtfully and responsibly" and remains "consistent with Santa Monica's distinctive character."
Development agreements would run 30 years with possible extensions—a timeline Commissioner Jacob Wasserman questioned as too long for what was pitched as a pilot program. The lengthy terms reflect operators' need to recoup substantial infrastructure investments, staff explained.
The Third Street Promenade has struggled with vacancy and reduced foot traffic following the lingering economic effects of the COVID-19 pandemic and shifting retail patterns. City officials view the digital displays as part of broader economic recovery efforts, including the recent establishment of a Third Street Promenade Entertainment Zone.
Planning commissioners will forward their comments to the City Council, which will make the final decision on November 18. The commission's input is advisory since the ordinance falls outside traditional zoning regulations, requiring the more flexible development agreement approach.
If approved, Santa Monica would join cities like West Hollywood and Los Angeles in allowing large-format digital advertising displays.