25-02-2025
San Jose residents concerned about proposal for downtown digital billboards
SAN JOSE — On Tuesday, San Jose City Council will consider a proposal to add digital billboards at four downtown city-owned sites.
But many residents aren't happy about it, like Les Levitt.
"The city likes to call these large format digital signs, and we call them billboards advertising national brands," said Levitt showing photos of the proposed digital billboards.
The signs are much larger than some of the ones that already exist throughout the city.
Levitt has lived in San Jose for nearly 40 years, and he doesn't want his home bombarded with advertising.
"If putting digital billboards with national ads all over the city is the idea of economic development, we're in a sad state," Levitt said.
If approved on Tuesday by City Council, the large format digital signs will be installed at the center for performing arts, the convention center and two parking garages, Market/San Pedro Street and Second and San Carlos Street.
"I'm concerned that this might be one of the most regressive policy changes in a long time," said Levitt.
Levitt is part of a coalition of residents called 'No Digital Billboards San Jose.' They have a list of reasons why the billboards are a bad idea, including no benefit to local businesses, disruption to wildlife, and energy and climate issues.
They're also concerned about drivers.
"Billboards are designed to distract drivers without doing that they serve no purpose, and they generate no revenue," said Levitt. "There have been studies that show concern when billboards are installed about driver safety."
Mayor Matt Mahan is in support to the new billboards, despite voting against them as recently as 2022. He believes it will contribute to safety and revenue.
"We're not just installing screens; we're creating a more connected, vibrant downtown," said Mayor Mahan. "These digital displays will provide direct economic benefits to the tune of tens of millions of dollars, and they'll make us safer – research shows that these well-lit spaces can significantly reduce crime rates."
City staff estimate a guaranteed minimum of $20 million from this proposal. It would be a 10-year commitment with Orange Barrel Media, with two five-year extension options.
District 3 City Council candidate and Mahan staffer Matthew Quevedo is imploring the current city council to do what the majority of their constituents want.
"I think we need to continue listening to the residents, said Quevedo. "We need to get very much more deeply connected with the neighbors who have been expressing their disapproval of these billboards for quite some time making sure that their voices are heard at city hall. And we're moving in the best interest of our city."
Under the proposal, the city would receive 15% of the advertising time for free, the rest would be sold to paid advertisers.
Levitt still hopes he won't see it happen.
"I'm concerned that this might be one of the most regressive policy changes in a long time," said Levitt.
He thinks it may become a slippery slope and these four large digital billboards will be the first of many.
