A new digital billboard will soon be added to Daly City's landscape. Clear Channel Outdoor will erect the sign in the northeast corner of Serramonte Shopping Center's property, where it will be visible to commuters on Interstate Highway 280.
Clear Channel Outdoor agreed to several conditions of approval, including the removal of seven billboards along Mission Street, limits on the new sign's brightness and hours of operation, and the establishment of a hotline residents can call if they notice the sign exceeding the agreed-upon parameters. The company also plans to donate a free digital sign to the Westlake Park Community Center.
The billboard is not expected to pose a significant distraction, according to the company, because it will only feature static images, which will remain onscreen for a minimum of eight seconds. At a recent City Council meeting, city staff reported that the sign was projected to have no environmental impact, and would not increase light emissions when compared to the reader board it replaces. Staff also showed several photo simulations depicting the sign as it would look from various angles around Serramonte, noting that in many cases there was minimal change to the mall's profile with the billboard.
Jeff Mooallem, West Coast president of Serramonte owner Equity One Inc., told council members that the new sign will use less power than the existing one and features an automatic dimmer switch to decrease its brightness after sunset. Mooallem assured the council that the sign will be turned off every night at midnight.
Councilman Sal Torres described Clear Channel Outdoor's willingness to remove billboards from Mission Street as “quite a nice gesture.”
Speaking to Serramonte and Clear Channel Outdoor representatives, Councilman Mike Guingona quipped about how Councilwoman Carol Klatt had a favorable view of the project. “I've known Ms. Klatt for 20 years, and I know how she feels about signs,” Guingona said.
Klatt acknowledged she's been rough on Mooallem in the past, but she good-naturedly teased the developer about her desire to see See's Candies and Hallmark stores added to the mall.
After the council meeting, Vice Mayor David Canepa said while some of the mall's neighbors had expressed concerns about the project, the sign company worked with the residents to resolve those issues. Canepa praised both the neighbors and Clear Channel Outdoor for finding an amicable solution, and he pointed out that no one opposed the project during the public comment period.
The vice mayor said the digital sign that will be donated to the Westlake Park Community Center is a big win for the city, because it will allow the government and local nonprofits to display messages. He noted the existing sign at Westlake Park hasn't been operational for several years.