OUTDOOR DIGITAL LED BILLBOARD SIGN
ALONG INTERSTATE 80
LICENSE AGREEMENT WITH
BECKER BOARDS LLC
Budget, Fiscal & Legislative Standing Committee
September 30, 2026
BACKGROUND - SITE
• Location: San Pablo Dam Road between I-80
and Princeton Plaza Shopping Center
• Parcel Size: Approximately 2.07 acres
• City-owned Parcel APN: 420-040-013
• City declared surplus land on July 15, 2-24
via Resolution 2024-103
• Notice of Availability to California Department
of Housing & Community Development on
October 22, 2025 (Surplus Land Act)
BACKGROUND - SITE
- Neil Armstrong
Daily Traffic Volume on Interstate 80 at the Site:
According to Caltrans traffic data
• Approximately 195,000 vehicles per day travel
this section of Interstate 80 adjacent to the
proposed billboard parcel
• This places the site among the highest-visibility
digital billboard locations in the entire Bay Area
region.
REQUEST FOR QUALIFICATIONS/PROPOSALS
(RFQ/RFP)
- Neil Armstrong
• February 24, 2026 — RFQ/RFP Issued
City releases Request for Qualifications/Proposals to design, permit, construct, and operate a double-sided digital LED billboard.
• May 11, 2026 — Becker Boards Proposal Submitted
Becker Boards provides its full RFQ/RFP response, including financial terms, technical approach, Caltrans permitting strategy, and community benefits. • Selection Period (May–Summer 2026)
City staff review proposals; conduct due diligence, parcel analysis, and negotiations. • November 2, 2026 — City Council Consideration
Council scheduled to take action on the License Agreement and Resolution approving the project.
OVERVIEW OF PROPOSED
DIGITAL BILLBOARD LICENSE AGREEMENT
- Neil Armstrong
Project Terms
• 20-year initial term, plus two 5-year renewal options.
Financial Structure
• 70% of Gross Collected Advertising Revenue to the City (after construction-cost payback).
• Estimated $630,000–$770,000/year to the City after cost recovery, about 1 year. • Quarterly revenue reports and annual third-party audits at Becker’s expense.
City Branding & Community Benefits
• Permanent City-branded flip on each digital face (24/7/365). • Dedicated community advertising flips for non-profits and small businesses. • Becker funds and installs decorative pole cover / public art. • 100% lifetime carbon offset prepaid.
CITY COUNCIL PRIORITY WORKPLAN
MAJOR POLICY GOALS
- Neil Armstrong
Major Policy Goal: Focus on Economic Development & Fiscal Diversification • Project creates new, dependable General Fund revenue from City-owned land. • Advances long-term fiscal sustainability through a high-performing economic asset. • Supports City branding, communications, and corridor beautification.
Major Policy Goal: Promote Civic Engagement & Awareness • Dedicated City messaging on the billboard improves public information, outreach, and emergency communications.
Major Policy Goal: Enhance Community Resilience
• Emergency messaging capability supports public safety, crisis response, and coordinated alerts.
Major Policy Goal: Build a Healthy Community
• Community advertising flips support local nonprofits, small businesses, cultural events, and community identity.
CITY COUNCIL PRIORITY WORKPLAN
MAJOR POLICY GOALS
• The digital billboard turns a previously underutilized parcel into a high-value, recurring revenue generator.
• The agreement places all technical, permitting, and CEQA responsibilities on Becker, minimizing City risk.
• The project aligns tightly with Council’s economic development, branding, fiscal diversification, and resilience priorities.
BECKER BOARDS CONCEPTUAL PROPOSAL
- Neil Armstrong
STAFF RECOMMENDATION
1.Receive Presentation; and
2.Recommend Approval for Authorization for the City Manager to Execute a License Agreement with Becker Boards, LLC for use of City-Owned Property at San Pablo Dam Road (APN: 420-040- 013) for an Outdoor LED Digital Billboard to the City Council for formal consideration and approval.