By Don Woods, La Mesa

Image: Rendering of a proposed digital billboard created by Clear Channel, via City of La Mesa documents

July 22, 2023 (La Mesa) -- The La Mesa City Council will discuss a digital billboards proposal this Tuesday evening.

At a prior meeting, the City Council appointed Council members Pat Dillard and Jack Shu to form an “ad hoc” committee to consider a proposal by Clear Channel Outdoor Advertising company to erect a huge new, two-sided digital billboard along the north side of the I-8 freeway as it runs past the Grossmont Center shopping center. The committee has met and has now made a recommendation, which the Council will take up at its 6 p.m. meeting on Tuesday.

Item 14.2 on the Council’s Tuesday agenda says “The Digital Billboard Negotiating Ad-hoc Subcommittee recommends the Council direct staff to develop and circulate, within 30 days, a Request for Proposal (RFP) for the placement and installation of digital billboards in the City, to include: (1) a statement of facts identifying the process to authorize digital billboards; and (2) a listing of questions and concerns (for response) raised by the Digital Billboard Negotiating Ad-hoc Subcommittee”.

So instead of just discussing the proposal with Clear Channel, the ad hoc committee now wants to open up a bidding competition to see who is willing to pay the most to be allowed to erect a digital billboard. In effect, they are interested in selling the safety of La Mesa residents to the highest bidder!  

The committee’s recommendation shows a surprising lack of due diligence. It also seems to ignore a number of facts, and tries to put the cart before several horses.