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1 RiversideCA.gov
1 RiversideCA.gov
REQUEST FOR PROPOSAL NO. 2127 –
CITYWIDE OUTDOOR DIGITAL MEDIA
SIGNAGE PROGRAM UPDATE
Community & Economic Development
Financial Performance and Budget Committee
March 11, 2022
RiversideCA.gov
2 • July 2020 : Staff provided information to the Financial Performance and Budget Committee on the opportunity to
generate additional revenue from City-owned properties
located adjacent to freeways and major arterials.
• November 2020: Staff released RFP No. 2127 seeking a firm to develop, construct, operate and maintain digital
message board sign(s)/billboards on City-owned properties and/or arterial rights-of-way.
BACKGROUND
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3 • December 2020 : Staff received proposals from Lamar Adverting Company and Outfront Media
– Neither proposal met the complete scope of work required by RFP 2127.
• September 2021: Staff issued an amendment to RFP 2127 only for only for Lamar and Outfront.
– The amendment requested a comprehensive Citywide
Outdoor Digital Media Signage Program to include City
branding.
• November 2021 : Staff received a proposal from Lamar
Advertising Company.
BACKGROUND CONT.
RiversideCA.gov
4 • New Goals:
– Generate revenue for the City.
– Reinforce the City brand.
– Promote the City’s community events.
– Provide public service announcements.
– Add value to the City’s urban landscape and image.
– Stimulate economic investment by supporting the local business community and other organizations.
• New Scope of Work:
– Signs on City-owned land abutting freeways.
– Signs on City arterial roadway rights-of-way.
– Signs on pedestrian/bike rights-of-way signs.
– Signs on City-owned building/structures signs .
– Signs on other City-owned property near other nodes or corridors of activities.
AMENDED RFP 2127
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5 LAMAR’S PROPOSAL
Freeway Signs: 4
Arterial Signs: 7
Total Signs: 11
City Advertisement Time: 10% of the available time to spread over each operational day
Term: (30) Year Agreement
1 Time Upfront Bonus
Payment : $1,559,340
Revenue Share: 25%
Minimum Revenue
Guarantee over 10 Years: $6,359,340
RiversideCA.gov
6 1. 14th St. at Vine
2. Indiana at Madison
(RPU)
3. Arlington at Indiana
4. La Sierra at Hole
5. Market at University
(RPU)
6. Tyler at Diana
7. Van Buren at Indiana
Size of digital display 11’x22’
PROPOSED ARTERIAL LOCATIONS
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7 1. 91 at Marketplace -t w o
sided 14’x48’ digital display
2. 91 at Central -t w os i d e d
14’x48’ digital display
3. 60 at Fairmount Park -o n e
14’x48’ west face digital
display and one 14’x48’ east
face static (nondigital)
4. 215/60 at Watkins/Central -
two sided 14’x48’ digital
display.
PROPOSED FREEWAY SIGN LOCATIONS
RiversideCA.gov
8 Lamar provided a kiosk
design, but did not
provide locations, cost,
or revenue projections.
PROPOSED KIOSK SIGNS
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9 • After a very thorough review of Lamar’s proposal, it was deemed non-responsive, by the Finance Department, based on the following:
– Lamar’s proposal only addressed two out of the five scope of work requirements and did not include:
• Sign locations on City arterial roadway rights-of-way; • Signs on City-owned structures; and
• Signs on City-owned property near other nodes or corridors of activities.
NON-RESPONSIVE PROPOSAL
RiversideCA.gov
10 1. An analysis of each potential freeway sign site will need to be completed including potential impacts related to light and aesthetics.
2. Each proposed freeway sign location will require an Outdoor Advertising Act permit and declassification as a Classified Landscaped Freeway by Caltrans.
3. An amendment to the Riverside Municipal Code, including, but not limited to Title 10, may be needed to allow City-owned properties to host off-site advertising signs.
OTHER CONSIDERATIONS
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11 4. The City Attorney’s Office will review the regulation of content on City-owned signs, based on placement in areas designated as public forums or limited public forums.
5. While the City has the ability to regulate sign size and aesthetics, depending on the chosen locations, the ability to regulate content will be subject to the First Amendment and potentially limited to maintaining viewpoint-neutral and content-neutral messaging.
6. The City would be responsible for developing and consistently enforcing an appropriate signage content policy.
OTHER CONSIDERATIONS CONT.
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12 Strategic Priority No. 3 – Economic Prosperity
Goal No. 5.4 - Achieve and maintain financial health by addressing gaps between revenues and expenditures and aligning resources with strategic priorities to yield the greatest impact.
Cross-Cutting Threads
STRATEGIC PLAN ALIGNMENT
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13 That the Financial Performance and Budget Committee:
1. Receive and file an update on Request for Proposal No. 2127 for a Digital Media Signage Program; and
2. Direct staff to issue separate request for proposals for:
– A Digital Media Signage Program specific to City-owned land abutting freeways, and arterial roadway rights-of-way; and – A separate Digital Media Signage Program specific to City- owned pedestrian/bike rights-of-way, building/structures and/or other City-owned property near other nodes or
corridors of activities.
RECOMMENDATIONS
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