On July 25, 2023, the La Mesa City Council unexpectedly rejected a proposal to introduce digital billboards in the city, a decision that prioritizes driver safety and aesthetics over potential revenue generation. This sudden change of stance disrupting previous leanings towards embracing the digital billboards surfaced after council members acknowledged the hazards these billboards may pose on drivers.
Initially, La Mesa seemed to head in the same direction as San Diego, which approved the inclusion of digital advertising kiosks downtown. Clear Channel, a company interested in installing billboards in La Mesa, proposed positions along Interstate 8 and at MacArthur Park, which would display city messages, as described in San Diego Union-Tribune. The city could potentially earn $125,000 per structure, with a 3% annual increase.
However, during the La Mesa City Council meeting, Councilman Jack Shu revealed that he had reversed his stance on the billboards after reading a compendium of 15 safety studies. They indicated that digital billboards contribute to increased road accidents by distracting drivers. Councilwoman Patricia Dillard agreed with Shu's concerns and announced her opposition to the billboards as well. As a final blow to the proposal, resident Don Wood threatened to sue if the recommendation proceeded without assessing the risks posed by digital billboards on the roads, according to East County Magazine.
Beyond concerns about driver safety, Shu also addressed the aesthetic impact of digital billboards in La Mesa. In the meeting, he questioned whether such billboards would ever be considered for placement in La Mesa village or along Spring Street and La Mesa Boulevard. Shu highlighted the scenic views along Interstate-8, which would be hampered by the presence of digital billboards.
Despite the potential revenue, La Mesa City Council voted 3-2 against the proposal, with Mayor Mark Arapostathis and Councilman Colin Parent in favor, and Councilmembers Patricia Dillard, Laura Lothian, and Jack Shu opposed. Another contributing factor against the billboards was the existing billboard ban ordinance, effectively making the proposal illegal. However, Clear Channel Outdoor circumvented this obstacle by obtaining a ruling from Caltrans to place two billboards along Interstate 8, near the 125 interchange, as mentioned in East County Magazine.
Given the concerns and opposition from both residents and council members, it seems La Mesa has chosen to prioritize its citizens' safety and well-being over the allure of revenue generation from digital billboards.
