LA MESA LEADERS END E-BILLBOARD PLANS

By Miriam Raftery

December 13, 2023 (La Mesa) – La Mesa Mayor Mark  Arapostathis and Vice Mayor Laura Lothian introduced a motion at the Dec. 12 City Council meeting directing staff to terminate the request for proposals  (RFP)  for electronic billboards. By a unanimous vote, the City Council voted to reject electronic billboards and end the RFP,  following an ECM investigation that found a history of many serious traffic accidents where the billboards were proposed to be installed.

“After considering substantial citizen commentary and careful evaluation regarding this matter, we believe that the placement and installation of digital billboards in La Mesa is inappropriate at this time,” the agenda attachment for item 8.1 stated. “Therefore, rather than expend valuable staff time, resources, and effort processing the RFP, we request that the Council immediately (at this meeting) redirect staff to terminate the RFP and all related actions.”

Both  Arapostathis and Lothian previously voted in support of having staff prepare the RFP for e-billboards back on Sept.27, when the measure passed 4-1 with Councilman Jack Shu opposed. Several citizens also testified against digital billboards, citing concerns over safety of motorists and visual blight.  An earlier effort to approve e-billboards had failed, but at the Sept. 27 meeting, the revamped proposal provided that a portion of billboard revenues would fund police and firefighting, as well as the arts, helping it to win passage.

Since then, however, community opposition has grown.

An East County Magazine investigation  obtained Calif. Highway Patrol records on accidents along I-8 east and west throughout the city of  La Mesa from  Lake Murray Blvd. on the west to  Chase Ave. in El Cajon,  since one billboard site would be near the La  Mesa/El Cajon boundary.  We also asked for data on accidents on onramps connecting I-8 and SR 125. The data revealed that from  Jan. 1, 2018 to Oct. 10, 2023, there were 1,805 accidents in those locations.  Those accidents resulted in 20 fatalities and 673 injuries.

An online petition launched by Keep La Mesa Beautiful has drawn 464 signatures. In addition, the new owner of Grossmont Center regional shopping mall sent the city a letter opposing two proposed e-billboards on I-8, stating, ““Our shopping center’s static signs won’t compete well for a driver’s attention against the large, bright, digital displays that are being proposed.,” as ECM reported.

The city had hoped to generate revenues off the billboards by promoting civic events.  But the prospect of losing sales tax should Grossmont Center lose business or worse, shut down, may have negated the prospect of economic benefits for  La Mesa.  The potential for lawsuits if motorists suffered harm as a resulted of drivers distracted by e-billboards may also have quashed enthusiasm for the large digital signs near a major freeway interchange.

The city’s leaders may also have been swayed by the force of public opinion, as summed up in the closing line of  the petition opposing the e-billboards:  “La Mesa's charm lies in its simplicity and natural beauty - not in flashy digital displays that will mar its landscape.”