Written Comments — Santa Monica City Council, December 16, 2025

1 David Yakobson
From: Gaby Ghermezi <[email protected]>
Sent: Tuesday, December 16, 2025 3:50 PM
To: councilmtgitems; Rachel Kwok
Subject: District Ordinance, 301 Arizona Avenue, and 1202 Third Street Promenade (Items 10A, 12B, and 12C)
Attachments: Digital Display Development Agreements Support Dec2025.pdf

EXTERNAL
Good Afternoon,
The attached letter was submitted to Council on December 4th, in support of items 10A, 12B, and 12C, prior to the posting of the agenda items. Being that it was submitted prior to the cut off for written public comment, we kindly request that it be included in the relevant council files.

These are prominent corners of the Promenade chosen to help highlight the area that has languished over the past decades and to invite others to enter the Promenade from the north. The proposed digital signage program can help re-energize this and other blocks of the Santa Monica Promenade and the downtown business district.

The signage will benefit the City with advertising revenues as well as provide time set aside for City content.

The Promenade is an ideal place for these digital displays, and a very talented firm has been preparing these designs including reviews with interested groups. The signs are in keeping with the vibrant tone and active use that the City should want for this special shopping district and tourist attraction at the heart of downtown Santa Monica.

As a long time citizen that utilizes the businesses on the Promenade we strongly support this approach to digital signage for the Third Street Promenade that enhances a community resource and benefits all downtown businesses.

Thank you,
David Kaplan
2419 Pier Avenue
Santa Monica 90405
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: David Rindlaub <[email protected]>
Sent: Tuesday, December 16, 2025 11:58 AM
To: councilmtgitems
Subject: comment
Attachments: 20251216 Santa Monica City Council Letter - Digital Billboards.pdf

EXTERNAL
Please find comment attached regarding city council meeting December 16 Agenda Item 10A.

Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Richard Bloom
[email protected]
December 16, 2025
Mayor Caroline Torosis, Mayor pro Tem Jesse Zwick and Councilmembers Santa Monica City Hall Council Chambers
1685 Main Street, Room 250
Santa Monica, CA 90401
Re: December 16, 2025 Santa Monica City Council Agenda Item 10A Recommended action: Defer action and direct Staff to return with recommendations for a process to update the Master Plan for Downtown/Third Street Promenade Dear Mayor, Mayor pro Tem and Councilmembers,
I write today to express my personal opinion regarding Agenda Item 10A as a nearly 45-year resident of our City. While I am one of your appointees to the Board of Downtown Santa Monica, Inc, this letter contains my personal perspective only. I note that the current proposal for digital signage was reviewed by the DTSM Board at a meeting I was unable to attend due to a previously scheduled absence. It is my understanding that at that meeting, the Board was not able to reach consensus on the proposed Ordinance.

I strongly recommend that the Council delay further action on this item unless and until the City considers and develops an updated short and long term Master Plan for Downtown. I also recommend that the City embark upon that process immediately and set a timeline for its completion.

Please note that I believe that inclusion of additional digital signage is likely worthy of support but such signage should be considered in the context of a fully thought out and updated master plan for the area.

I also note that several property owners have expressed serious concerns with the ordinance as proposed and it is unclear to me those concerns have been addressed. More to the point:
many of their concerns appear to me to be legitimate and should be the subject of careful consideration by the Council.

Our Downtown became a local, regional and international success several decades ago due to careful planning and placemaking exercises that were mandated by prior City Councils and, notably, preceded by the adoption and implementation of a master plan intended to revitalize a then-moribund Third Street Promenade. Significantly, the public process was led by placemaking professionals.

Today’s Downtown has issues that are well known to each of you. The purpose of this letter is not to set forth a laundry list of what is wrong. Rather, it is to encourage you to direct City Staff 1 Item 10-A
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to step back and, engage in a process to update the short and long term master plan for Downtown.

The adoption of the Staff recommendation will forever change the face of Downtown: at each intersection, the signage, if fully realized, will have a dominating presence. The key question for the City Council is how those changes will integrate into the current Promenade and surrounding streets, and, more importantly, the Promenade that future generations of visitors and residents will experience. Without a plan, there is no way to even begin to answer that question.

At the same time, like many downtowns, the Promenade demands significant rethinking due to current economic, shopping and work trends as well as aging infrastructure. In the years leading up to this inflection moment, the promenade has added elements including, digital kiosks, an ice skating rink, various forms of street furniture and lighting and the recently adopted “Entertainment Zone”. Parking infrastructure has degraded significantly and there are issues with electrical systems, trash receptacles and even the iconic dinosaur art pieces.

A comprehensive process would consider these issues and concerns in the context of districtwide placemaking with the goal of creating a cohesive and unifying experience. That process should consider best planning practices and examples of success from around the world. As well, it should consider encouraging building structure modifications to meet today’s marketplace. No doubt, the City Council, DTSM, property owners and local advocates will add to the list of those items that a masterplanning process should consider. The Council would ultimately shape that discussion with its directions to Staff.

The process I am recommending should be time limited so that it concludes within a reasonable time. It is likewise important, given the many events that lay ahead that the masterplan consider both near term and long term implementation. I understand that both the process and any implementation will have a cost and this too must be taken into consideration.

In conclusion, it is my hope that the Council will table Staff’s recommendation to proceed with the digital display district ordinance and, instead, direct staff to return with discussion of a master planning process as described in this letter.

As the City celebrates its 150th year, the City Council can, by taking this step, help assure the decades that lay ahead are exciting, prosperous and successful ones for our City.

Respectfully yours,

RICHARD BLOOM
2 Item 10-A
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2 David Yakobson
From: Richard Bloom <[email protected]>
Sent: Tuesday, December 16, 2025 1:51 PM
To: councilmtgitems
Cc: Oliver Chi; Nikima Newsome; Jing Yeo
Subject: December 16, 2025 Council Meeting (Digital Sign Ordinance) Add-to Item 10A Attachments: L2SMCityCouncil 12162025 final.pdf

EXTERNAL
Mayor, Mayor pro Tem and Councilmembers:

Please find attached my letter regarding the Digital Sign Ordinance proposal. -Richard Bloom
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: Bradley Ewing <[email protected]>
Sent: Tuesday, December 16, 2025 11:44 AM
To: Lana Negrete; Jesse Zwick; Caroline Torosis; Ellis Raskin; Natalya Zernitskaya; Dan Hall; Barry Snell
Cc: councilmtgitems; Armine Chaparyan; Rachel Kwok; Santa Monica Forward; Carl Hansen Subject: Support for Items 10.A, 12.B, and 12.C

EXTERNAL
Dear Mayor Torosis and Council,
We support city staff's recommendation to adopt the proposed ordinance to establish a digital display district. Our support is based on the following factors:

1. Economic Recovery
The displays present an opportunity to revitalize 3rd St Promenade and support its economic recovery.

The displays can help draw new foot traffic and contribute to the perception that the Promenade has turned the corner.

2. Revenue Generation
The displays will create a durable, long-term revenue stream for the city. These revenues will be instrumental in helping the city balance the budget and support the Revitalization Plan.

3. Community Benefits
As proposed, 20% of the total content time has been set aside for non-commercial content. The displays will provide space for civic messaging, emergency alerts, art and can advertise local businesses.

Council may also wish to consider providing reduced rates to local businesses to spur their growth, and ensure that precautions are taken to limit light pollution and distracted driving around the signs.

We urge you to move the ordinance forward, thank you for reading.

Sincerely,
Brad Ewing and Carl Hansen
SMF Co-Chairs
Item 10-A
December 16, 2025
Item 10-A
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2 David Yakobson
From: Gabrielle Ipale <[email protected]>
Sent: Tuesday, December 16, 2025 11:28 AM
To: councilmtgitems
Cc: Gina Gribow; Adam Englander
Subject: Agenda Item 10A - Santa Monica Council Hearing - Public Comment Attachments: PMI Letter to SM Council 12.16.25 (clean).pdf

EXTERNAL
Dear Members of the Santa Monica City Council,
Please find aƩached our public comment in reference to Agenda Item 10A, along with our lighƟng consultant’s comment. Thank you.

Gabrielle H. Ipalé, MRED
Director of Asset Management | PMI Properties
T: 310.476.1703
www.pmiproperty.com

Item 10-A
December 16, 2025
Item 10-A
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December 16, 2025
Dear Honorable Members of the Santa Monica City Council, I am writing on behalf of PMI Properties, the owner of the office building located at 1460 4th Street, directly across from the proposed Display B at Santa Monica Place. Given our proximity to the proposed digital sign, our building and tenants will be directly impacted.

While we support the City’s digital signage program and recognize its role in promoting economic recovery and growth within the Downtown District, we have concerns regarding several key provisions of the ordinance.

Our primary concern relates to the proposed illumination standards for areas in front of and near commercial buildings. The illumination should be reduced to align with that developed by neighboring communities, such as West Hollywood, when facing other commercial properties. Although the Francis Krahe & Associates Study does not classify commercial buildings as “sensitive use” properties, tenants in surrounding commercial buildings—including our office building—will nonetheless experience adverse impacts. In the current economic climate, we are already facing leasing challenges, and excessive sign brightness could further undermine tenant retention efforts. Accordingly, we recommend that the City of Santa Monica reduce the allowable illumination levels for neighboring commercial buildings to a maximum of 0.74 footcandles, which is in line with the original Francis Krahe report. Our lighting consultant with The Lighting Design Alliance has advised that the City of West Hollywood and the City of Los Angeles are both currently modifying their lighting standards down to reduce brightness, among other changes being made to help mitigate impacts to neighboring commercial properties.

Additionally, we appreciate the City’s inclusion of a “Good Neighbor Policy,” but believe this policy should be strengthened. Specifically, we recommend requiring the owner of a digital display to bear responsibility for mitigating any significant impacts identified by affected neighbors. Such mitigation measures could include adjusting the display’s mounting angle, tilt, or orientation to redirect light away from impacted properties, and funding the installation of window treatments or screening where appropriate.

Finally, we encourage the City to consider expanding the boundaries of the Digital Signage District to include additional properties that are uniquely suited based on location, such as our building at 1460 4th Street. Situated on a prominent corner at 4th Street and Broadway, our building represents a natural extension of the existing district. It directly faces incoming traffic from the I-10 Freeway and visitors entering Downtown Santa Monica from the Metro Item 10-A
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terminal. Importantly, any digital signage on our property would be oriented toward the Santa Monica Place parking structure, rather than residential buildings or other sensitive uses. This configuration would minimize community impacts while allowing the City to benefit from a well-located and well-regulated digital display.

Thank you for your time and consideration.

Sincerely,
Gabrielle Ipale
SM Promenade, LLC
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10 November 2025
Santa Monica Place propose digital signage – Impacts to 1460 4th Street To whom it may concern:

Lighting Design Alliance (LDA) is an internationally known award-winning full-service architectural lighting design consultancy that has been in business since 1992. In addition to designing the lighting for some of the most iconic structures, LDA has also provided services such as peer reviews, environmental impact studies (including digital sign studies) and performing as expert witnesses in legal trials.

LDA has been contracted by the property owner of the building directly across the street from the proposed digital signage at the corner of 4th Street and Broadway (mounted to the Santa Monica Place Mall parking structure). LDA has been asked to evaluate the impacts of the sign relative to light trespass.

We have obtained and read the Lighting Study prepared by Francis Krahe & Associates for Macerich. We understand the report and the assumptions and standards referenced.

The property (on corner of 4th Street and Broadway) is primarily an office building, and is directly across the street from the proposed digital sign numbered “C2” in the Lighting Study. While we understand that the Study defines “sensitive use properties” as residential, and excludes commercial use properties, we have concerns about the C2 sign, and it’s affects on the building’s tenants. In the current environment, they cannot afford any adverse affects this sign may have on the retention of current tenants, and / or the desirability of the property to potential new tenants. For these reasons, we would certainly define the site a “sensitive use property”.

On behalf of the building’s owner, we would like to formally request the following:

1. A lighting calculation study be conducted for the vertical plane of the façade that faces the C2 sign, similar to the studies done for the other sensitive use properties in the Lighting Report.

2. If the calculation study results show that the illumination levels on the façade exceed the recommended maximum of

0.74 footcandles (with the sign at the proposed 400 cd/sm during nighttime hours), we would request this sign be dimmed further in order to meet the 0.74 footcandle threshold.

3. It is also requested (regardless of meeting the 0.74 footcandle limit) that after the sign is installed, should the building tenants complain about the brightness of the sign, that the sign can be dimmed down further to address this.

Different Cities have different requirements and limitations regarding digital signage. For example, West Hollywood has enacted a nighttime limit of 300 cd/sm brightness for digital signage. In another example, Los Angeles is in the process of reducing their allowable digital sign contribution to 0.3 footcandles at the nearest residential property line.

Given these examples, there is room for further reductions in sign brightness below the proposed sign brightness of 400 cd/sm, and proposed 0.74 footcandles of sign light contribution onto nearby property lines, and still yield an acceptable result for advertisers.

We appreciate your careful consideration of this request, and look forward to working with you to come up with reasonable and flexible limitations on this sign’s brightness to satisfy all involved with the final outcome.

Thank you.

Andrew A. Powell

VICE PRESIDENT

L I G H T I N G D E S I G N A L L I A N C E
Item 10-A
December 16, 2025
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3 David Yakobson
From: Jan Williamson <[email protected]>
Sent: Tuesday, December 16, 2025 11:09 AM
To: Lana Negrete; Jesse Zwick; Caroline Torosis; Ellis Raskin; Natalya Zernitskaya; Dan Hall; Barry Snell; councilmtgitems; Rachel Kwok
Subject: Support for Agenda Item 10.A - Digital Sign Ordinace

EXTERNAL
Dear Mayor and Council members,
I'm writing in full support of the new Digital Sign Ordinance.

Especially in support of allocating time for community organization announcements and new media art.

This is also an important opportunity to present internationally relevant new media art! Please allocate funding to Cultural Affairs to develop a program to commission world-class digital artists for the new signs. This kind of investment will help revive and enhance the City's profile as a cultural destination.

Thank you,
Jan Williamson
Executive Director
18th Street Arts Center
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Item 10-A
December 16, 2025
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4 David Yakobson
From: KUREPINA Ekaterina <[email protected]> Sent: Tuesday, December 16, 2025 11:05 AM
To: councilmtgitems
Cc: FRICKER Simon
Subject: Support for Items 10-A, 12-D and 12-E on the City Council Agenda 12.16.25

EXTERNAL
Dear City Council Members,
I am writing on behalf of Simon Fricker, General Manager of the Fairmont Miramar Hotel & Bungalows, to express his support for the digital signage projects proposed by Big Outdoor at Santa Monica Place and the AMC building on 3rd Street.

At the Fairmont Miramar Hotel & Bungalows, we see firsthand how important it is to create memorable, dynamic experiences that draw visitors to both our hotel and the City of Santa Monica. Modern, high-quality digital signage at these prominent downtown locations will help position Santa Monica as a forward-thinking and vibrant destination. This type of infrastructure attracts tourists and business travelers who expect the energy and sophistication that digital displays bring to major urban centers.

Beyond tourism benefits, these installations will generate new revenue for the City while promoting local arts, culture, and community programming. The ability to showcase what’s happening in Santa Monica—from cultural events to local artists—will enhance the visitor experience and encourage people to explore more of what downtown has to offer.

We encourage you to approve these projects as recommended in the staff report.

Best regards,
Ekaterina Kurepina
VIP & Executive Services Manager
On Behalf of SIMON A FRICKER

GENERAL MANAGER
Fairmont Miramar Hotel & Bungalows
101 Wilshire Blvd
Santa Monica, CA 90401
[email protected]
fairmont-miramar.com

Item 10-A
December 16, 2025
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Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
6 David Yakobson
From: Hunter Hall <[email protected]>
Sent: Tuesday, December 16, 2025 10:53 AM
To: Caroline Torosis; Dan Hall; Natalya Zernitskaya; Ellis Raskin; Barry Snell; Jesse Zwick; Lana Negrete
Cc: Oliver Chi; councilmtgitems
Subject: MAIN ST. SUPPORTS 10-A, 12-D, AND 12-E!
Attachments: MSBIA Letter of Support-BIG Outdoor CC.docx.pdf

EXTERNAL
Dear Members of the Santa Monica City Council,
We are writing to express our strong support for the proposed digital signage installations at Santa Monica Place and the AMC building at 1310 3rd Street.

As the Executive Director of Main Street, I’ve seen firsthand how similar signage has enhanced our district. When the digital kiosks were first introduced, there was understandable hesitation—but the results have been overwhelmingly positive. They’ve become a valuable part of the streetscape: informative, well-designed, and helpful to both visitors and businesses.

BIG Outdoor has been a great partner to our community for years—always responsive, collaborative, and sensitive to local context. They’ve consistently shown that these installations can be done thoughtfully and in ways that serve the broader public good.

It’s clear that the old ways of thinking about public space and revenue need to evolve. Santa Monica has to adapt to survive. We need to look at our public spaces differently and get creative about how they can be leveraged to our collective benefit—supporting the local economy, promoting arts and culture, and helping fund the very services that keep our city vibrant and safe.

These new projects strike that balance perfectly. They’ll enhance the pedestrian experience, generate new revenue for the City, and contribute to the continued revitalization of Downtown Santa Monica.

We urge you to approve these proposals and keep Santa Monica moving forward.

Sincerely,
Hunter G. Hall
Executive Director
Main Street Business Improvement Association
314.323.4663
[email protected]
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Dec 15, 2025
To: Santa Monica City Council
RE: Support for Digital Signage Projects at Santa Monica Place and AMC Building Dear Members of the Santa Monica City Council,
We are writing to express our strong support for the proposed digital signage installations at Santa Monica Place and the AMC building at 1310 3rd Street.

I urge you to approve these proposals and keep Santa Monica moving forward.

Sincerely,
Executive Director
Main Street Business Improvement Association
[email protected]
314.323.4663
Item 10-A
December 16, 2025
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December 16, 2025
7 David Yakobson
From: David Homa <[email protected]>
Sent: Tuesday, December 16, 2025 10:19 AM
To: councilmtgitems
Subject: Support for Items 10-A, 12-D and 12-E on the City Council Agenda 12.16.25

EXTERNAL
Dear City Council Members,
I'm a resident of Santa Monica and want to share my support for the digital signage ordinance and projects proposed for the AMC building and Santa Monica Place (Items 10-A, 12-D and 12-E) What appeals to me most about these projects is how they'll enhance the downtown experience for residents and visitors alike. The signage will bring energy and visual interest to areas we walk through every day, while also providing a platform to celebrate local artists and community events. I believe our local businesses deserve all the support they can get - and I love that Santa Monica is finding ways to blend modern technology with our commitment to arts and culture.

These installations also bring practical benefits—new revenue for the city and increased economic activity downtown. Both are important as we continue recovering and growing.

I encourage you to approve these well-designed projects.

Sincerely,
David Homa
101 California Avenue, Unit 901, Santa Monica, CA 90403 Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
8 David Yakobson
From: Ruthann Lehrer <[email protected]>
Sent: Tuesday, December 16, 2025 10:19 AM
To: councilmtgitems
Subject: Item 10 Digital Display District

EXTERNAL
December 16, 2025
Item 10: Digital Display District Ordinance
Honorable Mayor Torosis and Councilmembers,
Santa Monica’s new Digital Display District will transform the visual appearance and character of our downtown, creating a new image and new branding for Santa Monica. While this is in theory a pilot program, with 30-year contracts and proposals for almost half of the allotted sites, it will have dramatic impact from the start and leave limited opportunity for future improvements and adjustments. This makes it critical that implementation of the sign designs be rigorous and not over-streamlined.

The Santa Monica Conservancy believes that designated landmark buildings, which comprise six of the sixteen sites in the new Digital Display District, should be reviewed by the Landmarks Commission through a Certificate of Appropriateness process. This is consistent with the review process for any other alteration to one of Santa Monica’s historic resources. Digital signs placed on historic facades will inevitably affect the physical and visual characteristics of historic buildings. Compatibility as well as reversibility must be carefully considered. The Landmarks Commission has the experience and expertise to guide applicants into making good design decisions that balance existing historic features with digital sign overlays. Relegating this process to a non-binding consultation makes historic resources subject to alterations that could permanently detract from their significance. The Commission’s targeted expertise allows it to work with applicants and arrive at a satisfactory outcome, relieving City Council of the need to parse the specialized considerations required in altering landmarks.

The proposed sign at 1202 Third Street Promenade (the Landmark J.C. Penney Building) was informally reviewed by members of the Santa Monica Conservancy as well as more than one historic preservation consultant. While these meetings were informal, the applicant opted to be very responsive to the input received resulting in perhaps the most successful sign design in your packet. Restoration of the historic blade sign on the J.C. Penney building returns a design element to the structure that enhances its significance even as a large digital billboard is being installed on its façade. The decision to do this and its implementation came from the applicant’s highly responsive approach to the comments it received. Please formalize this level of review in the Digital Display ordinance to ensure the five other landmarks that could receive a sign are handled as well as this one was.

Based on the successful model of 1202 Third Street Promenade, the Digital Display District project approval process would ideally include ARB review for the remaining ten sites in the district that are not historic resources because of the major impact these signs will have on the visitor experience in our most important commercial area. The considerable design expertise on the ARB is also critical to the visual success of this bold program. Let’s harness the talent of the Landmarks Commission and the ARB to ensure that this highly visual Item 10-A
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9 experience we are adding to our Promenade reflects tasteful design that preserves the unique character of the Promenade and the many historic resources impacted by the program.

Thank you for your consideration.

Nina Fresco and Ruthann Lehrer

Item 10-A
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10 David Yakobson
From: Cris Gutierrez <[email protected]>
Sent: Tuesday, December 16, 2025 10:04 AM
To: Caroline Torosis; Jesse Zwick; Natalya Zernitskaya; Lana Negrete; Barry Snell; Dan Hall; Ellis Raskin
Cc: councilmtgitems; Rachel Kwok
Subject: Items 10.A- Ordinance, 12.B - 1202 Third Street Promenade, 12.C – 301 Arizona/1253 Third Street Promenade

EXTERNAL
Dear Mayor Torosis, Mayor Pro Tem Jesse Zwick and City Council Members:

I write to urge you to support Staff’s recommendations to adopt the Digital Display District sign ordinance and approve the applicants’ development agreements (DA). Staff’s efforts will benefit both applicants and ensure consistency across all the displays.

Staff’s vision for the displays – advancing the City’s vision of Downtown, driving economic recovery and revitalization, balancing innovation with responsibility, and expanding community benefits and cultural enrichment opportunities – are achievable if the stipulations in the draft Ordinance are adopted and implemented.

My comments on Orange Barrel Media’s (OBM) applications for 1202 Third Street and 301 Arizona follow my input on the project over the last several months. I attended the applicant’s initial outreach efforts and have supported the projects through Planning Commission and City Council. I’ve posed subsequent questions to OBM about environmental impacts and technology. They were addressed. After carefully considering their proposal, I have concluded that the OBM’s digital displays will benefit the community in important ways. My decades-long efforts to help the community, particularly youth, to understand the climate crisis and the world of sustainability, including shaping policies and community programs in Santa Monica, lead me now to focus my remarks on those aspects of the project proposal.

I am one of the Clean Power Alliance (CPA) Westside Advisors, so I posed a question to the applicant about how the displays will be powered. While the signs are engineered for low-energy demands, the applicant stated that they are committed to the use of CPA energy. It is key that the level of participation be at 100% green renewable power.

The question of light pollution/spillover has been a concern for some of us, and I raised it with the applicant team. They explained how light levels on both displays will be monitored constantly and adjusted automatically to respond to ambient light levels during day and nighttime hours. In addition, the applicant employs the use of louvers to control the direction and breadth of the light required to display the content effectively. Those measures are in effect in the many cities in which they operate. I trust that your discussions tonight and the approval that will follow will provide assurance to the site-adjacent neighbors and greater community that OBM’s technology addresses this issue.

Finally, the digital displays represent a unique opportunity to create meaningful and exciting intersections of civic and community-benefitting organizations’ content with the work of participating local artists to co-promote and educate the community throughout the year, including on special occasions, such as Earth Day, Pride, and Hispanic Awareness, to name a few. I do care about how that content in the 20% carve-out is chosen. Please consider the establishment of a community advisory team to give continual feedback on the operation and content of the digital displays.

As you consider the Ordinance and examine the display DAs this evening, please know that OBM, in my view, has been forthright in its community engagement and eager to be a part of a vibrant Santa Monica.

I trust you to balance the needs of the Santa Monica’s economic, social, environmental and character-of-community needs with an openness and sophistication for our future quality of life.

With respect,
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11 Cris Gutierrez
Santa Monica Resident

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12 David Yakobson
From: Gonen Y <[email protected]>
Sent: Tuesday, December 16, 2025 10:01 AM
To: councilmtgitems
Subject: Support for Items 10-A, 12-D and 12-E on the City Council Agenda 12.16.25

EXTERNAL
Dear City Council Members,
As a Santa Monica resident and artist, I want to express my strong support for the digital signage ordinance and projects proposed for Santa Monica Place and the AMC building.

What excites me most is the opportunity these installations create for promoting local arts and artists.

Having high-quality, prominent digital displays in the heart of downtown provides a platform to showcase our creative community, highlight cultural programming, and celebrate the arts in a highly visible way. This aligns perfectly with our city's commitment to supporting and elevating local culture.

These projects also enhance the vibrancy of our public spaces and contribute to economic recovery through new revenue sources. The combination of cultural promotion and economic benefit makes this an easy decision to support.

I urge you to approve all three items as recommended.

Best regards,
Gonen Yacov
511 Montana Avenue
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1 David Yakobson
From: Council Mailbox
Sent: Monday, December 15, 2025 6:00 PM
To: councilmtgitems
Subject: FW: City Council meeting 12/16/25 Item 10A Digital Display District From: jim gerstley <[email protected]>
Sent: Friday, December 12, 2025 3:05 AM
To: Caroline Torosis <[email protected]>; Lana Negrete <[email protected]>; Council Mailbox <[email protected]>; Clerk Mailbox <[email protected]>; Dan Hall <[email protected]>; Ellis Raskin <[email protected]>; Barry Snell <[email protected]>; Natalya Zernitskaya <[email protected]> Subject: City Council meeting 12/16/25 Item 10A Digital Display District

EXTERNAL
I realize the city needs sources of income
These signs are designed to distract drivers, and as such are not permitted per Santa Monica Advertising Guidelines item 6. [why else have the signs where drivers can see them?] I see these signs as lawsuits just waiting to happen. As such, there's a reasonable probability these will represent a negative cash flow to the city.
1] they are clearly designed to be read by anyone nearby: pedestrians, bicyclists, car drivers etc. 2] therefore any accident[s] within view of these signs could be blamed on distraction, whether or not true. As such, I see these as easily won lawsuits against the city. I don't see how the city could prove otherwise.
3] page 10 last paragraph would allow signs up to 1000 times brighter--sounds very distracting to me.

It is already difficult at night to see pedestrians with the poor lighting at many crosswalks, looking into headlights of oncoming traffic. Many pedestrians wear dark clothing and take the right-of-way, presuming drivers can see them. Lighting is even worse where pedestrians jaywalk. This bright a light will make it even more difficult to pick out pedestrians, resulting in accidents. At 3rd and Wilshire, roughly half the pedestrians don't even wait for the pedestrian signal, based on my experience. 4] the above is compounded by fog and rain.
5] why have signs on after 10pm? Drivers who have been drinking, drivers who are tired and just want to get home, and seniors are more likely to have an accident if distracted. 6] to minimize distractions, images on the signs should not change more than 2-3 times a minute, not the proposed 6 times a minute.
7] Why not try one sign at a busy corner for a minimum of one year to see the net impact. 8] What is the city's exit strategy if the sign[s] end up causing a negative cash flow? 9] Signs need to be placed where they don't form a background to traffic signals. 10] consider additional lighting and street markings to make pedestrians & cyclists more visible at night [provide more contrast against dark roadway pavements].

Thanks
Jim Gerstley
Santa Monica 90403
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: Richard Orton <[email protected]>
Sent: Monday, December 15, 2025 10:28 PM
To: Richard Orton; councilmtgitems
Cc: Caroline Torosis; Dan Hall; Ellis Raskin; Barry Snell; Natalya Zernitskaya; Jesse Zwick Subject: Agenda items 10.A, 12.B and 12.C | Digital Signs

EXTERNAL
Dear Santa Monica City Council,
I think the proposed digital signs on the 3rd St Promenade are a good idea.  They bring an excitement to the entertainment/shopping district  They bring much needed revenue to the city
 They will provide a percentage of community information  They will offer reduced rates to local businesses for unsold space.

However, if you approve this, please incorporate my 2 concerns in the rules:
 Never be a sound component
 Never have obnoxious light entering homes of downtown district dwellers (maybe an 11pm curfew). Nobody wants to live next door to the Griswald's Christmas lights.

Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
2 Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
3 Thanks,
Richard Orton
Ocean Park
[email protected]
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: Clay Collett <[email protected]>
Sent: Monday, December 15, 2025 3:41 PM
To: Caroline Torosis; Lana Negrete; Jesse Zwick; Ellis Raskin; Natalya Zernitskaya; Dan Hall; Barry Snell
Cc: Gaby Ghermezi; councilmtgitems; Oliver Chi; Jing Yeo; Roxanne Tanemori; Rachel Kwok Subject: Support for Digital Display Ordinance and DAs - Items Attachments: OBM Support Letter - Council - 2025.12.15.pdf

EXTERNAL
Dear Mayor Torosis and Councilmembers,
Please see attached letter of support for the digital display ordinance and development agreement proposals at 1202 Third Street and 301 Arizona on tomorrow night’s council agenda, under items 10A, 12B and 12C, respectively.

We are eager to partner with Daniel Negari and the City on these projects, which will deliver vibrancy, public art, and city content to the Promenade, as well as revenue to the City. We look forward to your deliberation tomorrow, and if you have any questions, please do not hesitate to reach out.

Thank you all.

VIA E-MAIL
Santa Monica City Council
Re: Proposed Digital Displays/Signs at 301 Arizona Avenue and 1202 Third Street Promenade (24ENT-0233 and 25ENT-0021)
Agenda Items 10-A, 12-B and 12-C – Support
Dear Mayor Torosis and Councilmembers:

We are writing in full support of the digital display district ordinance being brought forward by staff under Item 10-A, as well as the two development agreement proposals for signage at 1202 3rd Street and 301 Arizona, which are covered by Items 12-B and 12-C, respectively. As the media company partnering with the property owner, UNITED XYZ, LLC/Daniel Negari, on the proposed digital signs, we believe that our signage proposals will be a compelling addition to the Promenade.

We at Orange Barrel Media (OBM) are a leading national media company with substantial experience designing, operating and maintaining signs of this type in many cities throughout the nation.

OBM’s portfolio includes unique displays in top urban markets across the nation, including New York, Los Angeles, Atlanta, Houston, Miami and West Hollywood. We work closely with property owners and local municipalities to permit and develop advertising properties that the public finds fun, attractive and exciting. In each city, we deliver high-end, high-value projects like the ones before you on December 16, and we have experience across the country working with cities in developing sign programs that offer unique designs, content and community benefit.

The sign district ordinance prepared by staff reflects a thoughtful approach that we believe will support a vibrant sign district on the Promenade, with reasonable safeguards that will prevent over proliferation of signs or lighting impacts to residents. Staff’s approach draws from best practices developed in nearby cities, including nearby West Hollywood, to deliver a signage program that has clear standards of operation, lighting, siting and content. We think the ordinance will achieve the City Council’s goal of introducing vibrant, revenue-generating signage in a careful way. We applaud city staff for their hard work.

We also respectfully request that the City Council authorize the two development agreements for signs at 1202 3rd Street and 301 Arizona (Items 12-B and 12-C), which we are bringing forward with our partner Daniel Negari/XYZ, who owns both properties. Daniel and XYZ are significant stakeholders on the Promenade and have a clear vision of investing in their properties and revitalizing the Promenade. We’re excited to partner with both XYZ and the City in helping support this goal through innovative signage.

Our signs will display a mix of commercial advertising, public art and City content. The City will also participate in the revenues generated by the sale of advertising. Taken together, the signs will enhance and enliven the economic environment of the Promenade and generate substantial general fund revenue to the City on an expedient basis. This revenue share with the City includes $1 million per OBM
9165 Sunset Blvd.

West Hollywood, CA 90069
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
sign guaranteed during the first of operation, and ongoing revenue sharing thereafter each year of the development agreement.

Each of our two signs has been uniquely designed to be in conversation with its respective building. To make sure the projects fit with context, over the last year we’ve engaged in discussions with preservation architect Robert Chattel, the Santa Monica Conservancy, city urban design staff, tenants at both properties and on the Promenade generally, and we held a public community meeting to review the sign designs and our proposed operational program. Over this period, we’ve had the opportunity to refine our designs, and we believe that the proposals before you capture the vibrant spirit of Santa Monica and the Promenade.

Again, we ask that the City Council authorize the digital display district ordinance and the development agreements for these two properties. Thank you for your time and consideration. We look forward to discussion at the hearing.

Best regards,

Clay Collett
Vice President, West Coast Development
Orange Barrel Media, LLC

cc: Oliver Chi
Jing Yeo
Roxanne Tanemori
Rachel Kwok
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
2 David Yakobson
From: Gina Garcia <[email protected]>
Sent: Monday, December 15, 2025 3:31 PM
To: councilmtgitems
Subject: Support for digital signage ordinance and projects (Items 10-A, 12-D and 12-E)

EXTERNAL
Dear City Council Members,
As a Santa Monica resident and employee at a local non-profit, I want to express my strong support for the digital signage ordinance and projects proposed for Santa Monica Place and the AMC building.

I am writing to support the digital signage ordinance and projects proposed for the AMC building and Santa Monica Place (Items 10-A, 12-D and 12-E)
As a resident, I care deeply about maintaining a vibrant, economically healthy downtown which our downtown is currently not. These thoughtfully designed digital installations will contribute to that goal by attracting attention, promoting local culture, and generating revenue that supports city services.

I also appreciate the pedestrian-friendly design approach. Downtown should be an engaging place to walk and spend time, and high-quality digital signage—when done right—adds visual interest without detracting from the streetscape.

Please approve these projects. They represent smart, forward-looking infrastructure for our community.

All the best,
Gina Garcia
Sustainable Works
Gina Garcia I Co-Executive Director
Director Community Programs | Buy Local SM Manager
Sustainable Works | 1744 Pearl St | Santa Monica, CA 90405 310.458.8716 | Office
http://www.sustainableworks.org/
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Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
3 David Yakobson
From: Daniel Negari <[email protected]>
Sent: Monday, December 15, 2025 3:14 PM
To: councilmtgitems; Lana Negrete; Jesse Zwick; Caroline Torosis; Ellis Raskin; Natalya Zernitskaya; Dan Hall; Barry Snell
Cc: Rachel Kwok
Subject: 301 Arizona and 1202 Third Street Promenade Digital Displays (Items 12-B and 12-C) and Digital Display Ordinance (Item 10-A) – Applicant Letter Attachments: from UNITED XYZ 2025.12.15.pdf

EXTERNAL
Please see my attached letter.

Looking forward to seeing our community shine bright into the future.

Daniel
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025

UNITED XYZ, LLC
2800 Olympic Boulevard, #1
Santa Monica, CA 90404
December 15, 2025

VIA EMAIL
Santa Monica City Council
Re: Proposed Digital Displays/Signs at 301 Arizona Avenue and 1202 Third Street Promenade (24ENT-0233 and 25ENT-0021)
Agenda Items 10-A, 12-B and 12-C – Support
Dear Mayor Torosis and Councilmembers:

My name is Daniel Negari, I am the founder and CEO of XYZ. I was born in Santa Monica and have been in the area for most of my life. Over the past several years, I’ve invested more than $100 million into revitalizing Downtown Santa Monica and the Third Street Promenade - a place I deeply care about and believe in. I’m proud to now be the largest property owner on the Promenade, with even more long-term investment planned.

As the owner of the properties located at 301 Arizona (northeast corner of Third Street Promenade and Arizona) and 1202 Third Street Promenade (southwest corner of Third Street Promenade and Wilshire), and the applicant for the digital displays proposed at these properties, I respectfully urge you to authorize the Digital Display District Ordinance and the development agreements for the proposed digital displays as recommended by City Staff and the Planning Commission.

As we all know, the Promenade - especially the 1200 block - is in urgent need of reinvention. The Council’s recent creation of the Entertainment Zone was a critical step forward. These digital displays are the next. They will generate much needed revenue the City in year one, with a long-term revenue platform to support public safety, enhance the Entertainment Zone, provide vital resources to DTSM, and improve City services.

Through another property owner that has digital displays on his property in West Hollywood, I was fortunate to connect with Orange Barrel Media (OBM) and learn about their custom digital displays. OBM creates value for property owners, municipalities, and the general public by designing and operating iconic out of home media displays that add to the quality and character of urban places. They pride themselves on incorporating ongoing advances in design and technology of these displays; and they continually generate a diverse and captivating programming mix of commercial messages, public art, and community content. I was particularly impressed with OBM’s focus on architecturally distinctive signs and prior experience with designing and installing digital displays on historic buildings. As an owner of over 10 landmarks in the city, this is one of the most important points for me as a preservation minded steward of these assets.

Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Santa Monica City Council
December 15, 2025

Page 2 ends

After learning more about the revenue generation potential of these signs and OBM’s public art program, I reviewed my real estate portfolio with OBM and we identified 301 Arizona (Foot Locker building) and 1202 Third Street Promenade (John Reed Fitness building, a City-designated landmark) as the top two locations for the digital displays.

OBM has embraced the opportunity to work in this marketplace and has designed creative entablature to frame these two digital displays. On the historic 1202 Third Street site, OBM’s design team has collaborated with preservation architect Robert Chattel. In addition to the digital display, the project includes activating the existing blank blade sign for the tenant John Reed Fitness and will also design and install a historic interpretative exhibit to be located at the ground level. And, on the 301 Arizona site, OBM intentionally designed and positioned the sign to avoid impacts on residential tenants living across Arizona Avenue.

For each sign, we are proposing revenue sharing with the City, starting with a minimum of $1,000,000 in year 1 of operations ($500,000 “go live” bonus and $500,000 minimum annual guarantee to the City). That means the City will receive at least $2,000,000 in the first year both signs are installed (assuming they are installed in the same year), and ongoing revenue sharing to the City thereafter.

The displays will also include other community benefits such as incorporation of public art, community announcements, and public service announcements and alerts that will be interspersed throughout the commercial advertisement loop.

I realize that the concept of off-premises advertising on private property, particularly in the digital format, is a new concept to Santa Monica. Our development agreements propose creative, captivating, thoughtful, rewarding and proven approaches to this opportunity.

We filed these development agreement applications for the digital displays in November 2024 (301 Arizona) and January 2025 (1202 Third Street Promenade) and seek your recommendation of approval to the City Council. Timely action is critical, as we’ve already missed the window to be live in time for the 2026 World Cup and further delays could cause us to miss alignment with major upcoming events such as the 2027 Super Bowl and 2028 Olympics – opportunities that will not return anytime soon.

Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Santa Monica City Council
December 15, 2025

Page 3 ends

I hope the City Council will agree that the time is ripe for the City to move forward with expeditiously approving these two development agreements.

Sincerely,
Daniel Negari
Property Owner and Founder & CEO

UNITED XYZ, LLC
cc: Oliver Chi
Jing Yeo
Roxanne Tanemori
Rachel Kwok
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: Sam Shapiro-Kline <[email protected]>
Sent: Monday, December 15, 2025 3:12 PM
To: Caroline Torosis; Dan Hall; Barry Snell; Ellis Raskin; Natalya Zernitskaya; Jesse Zwick; Lana Negrete; councilmtgitems; Council Mailbox
Subject: Support Digital Display District

EXTERNAL
Hello Mayor Torosis and Council Members,
I am writing in support of item 10.A to establish a digital display district.

This measure will generate crucial revenue for the city, while also providing an opportunity to promote city events and public service announcements for free. The ordinance is well written to reduce potential risks associated with digital billboards.

Thanks,
Sam Shapiro-Kline
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: C.J. Laffer <[email protected]>
Sent: Monday, December 15, 2025 1:07 PM
To: councilmtgitems; Lana Negrete; Jesse Zwick; Caroline Torosis; Natalya Zernitskaya; Barry Snell
Cc: Rachel Kwok; Oliver Chi; Roxanne Tanemori; Jing Yeo; Susan Cola; Paula Larmore Subject: Santa Monica City Council/December 16, 2025: Letter re Agenda Item Nos. 10.A and

12.E
Attachments: Letter to City Council Digital Signs.pdf

EXTERNAL
Honorable City Council Members: Please see the aƩached leƩer regarding agenda item nos. 10.A and 12.E on the December 16, 2025 City Council agenda.

Best,
C.J.

C.J. Laffer | Attorney at Law
1250 Sixth Street, Suite 200 | Santa Monica, CA 90401
O: (310) 656-4330 | [email protected]
NOTICE OF DISTRIBUTION: This e-mail message contains information that may be confidential and privileged. Unless you are the addressee (or authorized to receive messages for the addressee), you may not use, copy or disclose this message (or any information contained in it) to anyone. If you have received this message in error, please advise the sender by reply e-mail and delete this message. Nothing in this message should be interpreted as a digital or electronic signature that can be used to authenticate a contract or other legal document.

Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: Eli Mahl <[email protected]>
Sent: Monday, December 15, 2025 2:15 PM
To: councilmtgitems; Lana Negrete; Jesse Zwick; Caroline Torosis; Ellis Raskin; Natalya Zernitskaya; Dan Hall; Barry Snell
Cc: Rachel Kwok
Subject: Digital Display District Ordinance
Attachments: Outlook-Open - Lin; Outlook-h02vrjpa; Digital Display District Ordinance Letter -

12.15.25.pdf

EXTERNAL
This is Eli Mahl from The Festival Companies, the owners of the Keller Block Building (227 Broadway, Santa Monica, CA).

Please see the enclosed Digital Display District Ordinance letter.

Thank you for your consideration,
Eli Mahl
310.665.9665
Investment Director
[email protected]
DRE: 01125414
www.festivalcos.com
13274 Fiji Way Suite 200, Marina del Rey, CA 90292
Book a Virtual Meeting with Me
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Santa Monica City Council
1685 Main Street, Room 102
Santa Monica, CA 90401
Re: Digital Display District Ordinance
Dear Members of the Santa Monica City Council,
On behalf of Keller Block, LLC and Keller Block II, LLC (227 Broadway, Santa Monica, CA), I am writing to express my support for the proposed digital display district ordinance for the Third Street Promenade.

This ordinance presents a timely and valuable opportunity to bring renewed energy to the Promenade, which is uniquely suited for this type of activation. The opportunity for the integration of the proposed displays will add vibrancy and visual interest while providing a dynamic platform for public art, cultural programming, and community-driven content that reflects Santa Monica’s creative identity.

Importantly, these displays will generate meaningful, ongoing revenue for the City. This new funding stream can support essential City services and programs, making the displays not only an aesthetic improvement but a significant public benefit.

Given that the Promenade is currently underutilized and in need of revitalization, the approval of this ordinance and the subsequent construction of these displays have the potential to attract foot traffic, enhance engagement, and contribute to placemaking efforts that will strengthen the Promenade’s role as a cultural, social, and commercial destination. By combining artistic expression, technological innovation, and economic value, the proposed district ordinance align fully with the City’s goals for revitalization.

Further, many of the Landlord’s will need to rely on the digital income in order to invest into their properties or avoid lender take-over, due to the difficulty of leasing on the Promenade.

Thank you for your time and consideration. Please feel free to contact me if additional information would be helpful.

Sincerely,
Eli Mahl
The Festival Companies
On behalf of Keller Block, LLC
and Keller Block II, LLC
13274 Fiji Way, Suite 200,
Marina del Rey, CA 90292
[email protected]
12/15/25
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: Neil Carrey <[email protected]>
Sent: Monday, December 15, 2025 12:48 PM
To: councilmtgitems
Subject: Support for Items 10-A, 12-D and 12-E on the City Council Agenda 12.16.25

EXTERNAL
Dear City Council Members,
I am writing to support the digital signage ordinance and projects proposed for the AMC building and Santa Monica Place (Items 10-A, 12-D and 12-E)
These projects represent the kind of thoughtful, modern development that keeps Santa Monica competitive and attractive. The high-tech signage will activate these important downtown locations, improve the pedestrian experience, and create opportunities to highlight what makes our community special—our arts, culture, and local events.

I also value the economic benefits. New revenue for the city and increased vitality downtown are important goals, especially as we work to maintain the quality of life we enjoy here.

I hope you'll vote yes on all three items. As a longtime resident of Santa Monica who loves Santa Monica, I believe these projects will be very beneficial as we move forward.

Thanks for listening.

Regards,
Neil Carrey
43-year resident on 23rd Street
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
2 David Yakobson
From: Jackie Hinton <[email protected]>
Sent: Monday, December 15, 2025 2:57 PM
To: councilmtgitems
Subject: Support for Items 10-A, 12-D and 12-E on the City Council Agenda 12.16.25

EXTERNAL
Dear City Council Members,
As a long-time Santa Monica resident, small business owner (Good Body Pilates Studio), and Chair of the Pico Improvement Organization, I’m writing in strong support of the proposed digital signage ordinance and the projects at Santa Monica Place and the AMC building.

What resonates most with me is the opportunity these installations create to uplift local arts, artists, and cultural programming in a highly visible, intentional way. Thoughtfully designed digital signage in the heart of downtown can serve as a dynamic platform to showcase our creative community, promote local events, and reflect the diverse cultural life that makes Santa Monica special. That kind of visibility matters not just for artists, but for the identity of our city.

These projects also help activate public space, encourage foot traffic, and generate much-needed revenue during a time when our local economy is still recovering. Supporting culture and supporting economic vitality don’t have to be mutually exclusive, this proposal does both.

I believe this is a smart, forward-thinking investment in downtown Santa Monica and urge you to approve both items as recommended.

Thank you for your time and consideration.

Warmly,
Jackie Hinton
--
PIO Chair 2025-2026
www.picoblvdsm.com
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: John Warfel <[email protected]>
Sent: Monday, December 15, 2025 11:30 AM
To: councilmtgitems
Subject: Agenda Item 10-s/Digital Signs
Attachments: Comments for City Council re Digital Signs 12.15.25.pdf

EXTERNAL
Please distribute.

Concerned Promenade Property Owners
210 Santa Monica Blvd.,
Santa Monica, CA
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Dear Councilmembers:

We support digital signs in downtown, but we are concerned about the current proposed ordinance and the unintended consequences of the digital sign program as it is currently envisioned. The proposed ordinance is not well thought through and needs considerable work. We request that the City take a step back and begin an expedited review of digital signage in downtown with the goal of crafting a comprehensive signage plan for the area. Following are some of our thoughts:

Digital Signage & Foot Traffic - To date, staff has been unable to show that there is any evidence that digital signs increase foot traffic. In fact, they may have the opposite effect in pedestrian areas. This is why you usually see digital signage placed a good distance from pedestrian areas. The Grove, for example, keeps digital signage on their parking structures, away from their main walk street. The one sign that faces the street is on a side alley and starts 30-40 feet in the air. Signs follow people, people do not follow signs.

Digital Signs & Tenancy - On the Promenade, digital sign revenue may very well surpass the net revenue generated by traditional tenants. A sign requires no investment by the property owner and there are no re-leasing expenses or vacancies. Tenants, especially tenants with a strong brand image, will not be interested in a building with animated signage that is considerably larger than the tenant’s signage. Third party digital signs will dominate the building faced with competing advertising, significantly reducing the value of the ground floor, and very possibly making it impossible to lease the ground floor space.

Amount of Signage w/Competing Content - There are a total of 12 proposed locations for signs (2 at Wilshire, 4 at Arizona, 4 at SM Blvd., and 2 at Broadway) plus the 4 at SM Place. Note that each of the Promenade locations can split their total signage allowance into 2 signs (one on each street façade). This could result in 12 signs (24 if split), 25’ wide and 4-5 stories high (including the 10’ high open area above the sidewalk) on the taller buildings, and two stories high by 50’ long on the shorter ones. The signs would be controlled by different owners, would very likely be operated by different sign companies, and would have totally different graphics and messaging.

The visual chaos would be dramatic.

Placement of Signage - Signs can be mounted 3’ off the façade of a building by right, and can be as low as 10’ off the ground and as high as 5’ above the top of the parapet/roof line. The 3’ encroachment will have a significant visual impact at the Promenade intersections. The above standards are for vehicular, not pedestrian, streets. They do not “ensure digital displays do not create visual clutter” which is stated as one of the main goals of the ordinance in Section 1.

Additionally, signs would cover upper floor windows, making the upper floor premises difficult to lease.

Signage Maintenance - Maintenance standards in the ordinance are minimal and illdefined. Maintenance will be a continual problem, especially during periods when advertising revenue is less than the cost of running the signs, or when LED signs become obsolete (which they most certainly will). What happens when a sign is not “well maintained”? Will the city have the right to require removal? Who will pay for the removal and the repair of the building facades? No Continuous Operation – There are no requirements for continuous operation. We could have buildings with permanent, dead, ill-maintained signs, eyesores at best.

Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
Effects on Neighbors - The maximum brightness standard for light at adjacent residential uses will be impossible to enforce. Residential uses will be severely impacted by light pollution from the signs. One sign consultant said they would pay for blackout shades for nearby residents. This is not a viable solution.

There are no brightness standards for adjacent office uses. Many of the sign locations are directly across from office and/or residential patios. These patios are a major amenity which will become useless with animated signage shining directly at them.

Enforcement – The City is relying on Development Agreements for enforcement of what standards are eventually agreed to. The only mechanism for enforcing DA’s is for the City to sue the building owner who, in turn, must sue the sign operator. This process will take years.

Historic Buildings – 6 of the 12 corner buildings on the Promenade are historic. The proposed ordinance specifically waives the requirement for review by the Landmarks Commission. The new signs will significantly change the historic nature of these buildings.

Separate Development Agreements Requirement – The City will be relying on individually negotiated Development Agreements for much of the operating parameters and requirements for the signs. While there are standards in the ordinance, such as maximum size, location, operating hours, brightness, etc., there is no language about a standard form development agreement. This leaves the City having to rely on the development agreement process to apply additional standards/regulations such as content regulations, standards to ensure occupancy, design parameters (including aesthetics), etc. These agreements will be negotiated at different times, with different parties, leading to a highly confusing regulatory environment. Additionally, the DA’s have 20 to 30 year time periods.

Digital signage will have a permanent transformational effect on the pedestrian environment in downtown. The City needs a comprehensive, well-conceived digital signage plan that will enhance the downtown environment, not tie the City’s hands well into the future. We are hopeful the council will see the harm a hastily conceived ordinance will cause, and the benefit that a well thought out digital sign program will bring to downtown Santa Monica.

Regards,
Concerned Promenade Property Owners
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
2 David Yakobson
From: Cynthia Rose <[email protected]>
Sent: Monday, December 15, 2025 11:51 AM
To: councilmtgitems; Council Mailbox; Caroline Torosis; Jesse Zwick; Ellis Raskin; Natalya Zernitskaya; Dan Hall; Barry Snell; Lana Negrete
Cc: Armine Chaparyan; Rachel Kwok
Subject: Support Agenda Items 10.A, 12.B, 12.C

EXTERNAL
Re: Support Agenda Items: 10.A- Ordinance, 12.B - 1202 Third Street Promenade, 12.C – 301 Arizona/1253 Third Street Promenade
Dear Mayor Torosis and Councilmembers,
I am writing to express my support for the “Ordinance to Establish a Digital Display District to Permit Digital Displays”, and, specifically, the large-format digital displays proposed by Orange Barrel Media for 301 Arizona Avenue and 1202 Third Street Promenade.

Though not a fan of digital banner advertising in general — which I believe can be a slippery slope — I acknowledge they have beneficial use case scenarios when implemented carefully and thoughtfully. The ordinance will make possible these custom-designed projects, which will directly benefit the city, enhance our visitor experience, and serve our resident and business community— not only through their thoughtful designs and integration into the urban environment, but by generating new, significant, and much needed ongoing revenue streams for the City. These funds will help support essential city services and programs, making the signs not just a visual enhancement, but a meaningful public asset. The setaside for civic and non-profit content and local art will remind residents and visitors that Santa Monica is a uniquely connected community.

Thank you for your thoughtful consideration. Please don't hesitate to reach out if additional information would be helpful.
--
Cynthia Rose

I acknowledge with respect and gratitude the Tongva, Kizh, and Chumash Peoples on whose traditional territory I live and work.

Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
4 David Yakobson
From: Clerk Mailbox
Sent: Monday, December 15, 2025 9:12 AM
To: councilmtgitems
Subject: FW: City Council meeting 12/16/25 Item 10A Digital Display District Mitchell Kois
Staff Assistant III | City Clerk’s Office
(310) 458-8211 x5518
From: jim gerstley <[email protected]>
Sent: Friday, December 12, 2025 3:05 AM
To: Caroline Torosis <[email protected]>; Lana Negrete <[email protected]>; Council Mailbox <[email protected]>; Clerk Mailbox <[email protected]>; Dan Hall <[email protected]>; Ellis Raskin <[email protected]>; Barry Snell <[email protected]>; Natalya Zernitskaya <[email protected]> Subject: City Council meeting 12/16/25 Item 10A Digital Display District

Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
5 Thanks
Jim Gerstley
Santa Monica 90403
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
6 David Yakobson
From: Naomi Okuyama
Sent: Monday, December 15, 2025 9:25 AM
To: Council Mailbox
Cc: councilmtgitems; Clerk Mailbox; Sofia Klatzker; Susan Jain; Julia Carnahan; Jade Rodriguez
Subject: Letter in support of item 10A, Digital Signage, for the 12/16/25 meeting Attachments: PAC Digital Signage Letter.pdf
Please see the attached letter from the Public Art Committee of the Santa Monica Arts Commission for the City Council meeting scheduled for Tuesday, December 16, 2025.

Thank you,
Cultural AƯairs Division
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
December 15, 2025
To the honorable Mayor and Councilmembers of the City of Santa Monica, In support of the City of Santa Monica’s realignment goals, and on behalf of the Arts Commission and Public Art Committee, we submit this letter to affirm our strong support for the introduction of large-format digital signage in Santa Monica.

These signs will provide an unprecedented channel for public engagement. Because a substantial portion of the display schedule is reserved for City messaging, Santa Monica will gain a powerful, ongoing platform to foster communication with residents and visitors.

This same platform may also showcase a diverse spectrum of world-class artwork, further advancing Santa Monica’s leadership in civic and cultural innovation. To fully realize these benefits, a reliable and sufficient funding mechanism must be established.

We recommend that City content be funded through a portion of the revenue generated by the signs. Specifically, Staff and the Commission propose that at least 5% of the City’s Minimum Annual Guaranteed payment (MAG) from each digital billboard be dedicated to the creation, production, and delivery of city messaging and cultural content.

Each billboard will have its own format, scale, and technical requirements. As additional signs are installed, this funding stream will grow commensurately, allowing production services and staffing to scale accordingly and advancing Santa Monica’s Realignment Goal #4: increasing organizational capacity.

Finally, consistent with Santa Monica’s long-standing and well-deserved leadership in creative innovation, a dedicated funding stream will ensure that City content remains aligned with the community’s high standards for artistic rigor and civic value.

We appreciate your thoughtful consideration,
Julia Carnahan, Committee Chair
Jessica Rich, Public Member
Public Art Committee of the Santa Monica Arts Commission Cc: Arts Commmissioners & Public Art Committee members
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
7 David Yakobson
From: Judy Abdo <[email protected]>
Sent: Saturday, December 13, 2025 3:35 PM
To: Lana Negrete; Jesse Zwick; Caroline Torosis; Ellis Raskin; Natalya Zernitskaya; Dan Hall; Barry Snell; councilmtgitems; Armine Chaparyan; Rachel Kwok; Oliver Chi Subject: Items 10.A, 12.B, and 12.C

EXTERNAL
Councilmembers,
I’m writing to express my support for the new sign ordinance and proposed digital displays at 301 Arizona and 1202 Wilshire, and to encourage you to move forward with Staff’s recommendations for adoption.

As a former Councilmember and Mayor, I appreciate the value the displays will bring to the community economically and culturally. The displays will create a meaningful and long-term revenue stream for the City, offer a platform to spotlight community programs, and serve as a virtual digital gallery for local artists. Altogether, they will add energy and creativity to the area, and help boost our ongoing economic recovery efforts.

Thank you,
Judy Abdo
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
1 David Yakobson
From: Phyllis Hamilton <[email protected]>
Sent: Monday, December 15, 2025 11:47 AM
To: councilmtgitems; Lana Negrete; Jesse Zwick; Caroline Torosis; Ellis Raskin; Natalya Zernitskaya; Dan Hall; Barry Snell
Cc: Rachel Kwok
Subject: Digital Sign Display - 1202 Third Street Promenade (25ENT-0021) Attachments: John Reed SaMo - Digital Sign Display Support 12.15.25.pdf Follow Up Flag: Follow up
Flag Status: Completed

EXTERNAL
Hello,
Please see attached support for the revised digital display proposed for the exterior of our space. If you have any questions or if I may be of help, please feel free to reach out.

Thank you!

PHYLLIS HAMILTON

REAL ESTATE MANAGER
5420 LYNDON B JOHNSON FREEWAY
SUITE 300, DALLAS, TX 75240
C: 972-824-5180
Email: [email protected]
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025
RSG Group | John Reed Fitness
5240 LBJ Frwy., Suite 300
Dallas TX 75240
December 15, 2025
Santa Monica City Council
1685 Main Street
Santa Monica, CA 90401
Re: Digital Display Development Agreements
Dear Members of the Santa Monica City Council,
On behalf of John Reed Fitness, I am writing to express our strong support for the proposed digital display at 1202 Third Street Promenade (25ENT-0021). As a tenant in this iconic building, we are deeply invested in the ongoing vitality of the 1200 block and the long-term success of our business within it.

The proposed digital display will not only enhance the energy and appeal of the area, it will also provide a canvas for us to promote our business. Like many businesses in the area, we face the challenge of maintaining foot traffic and visibility in a changing retail landscape, and signage is a useful tool to attract customers. This project offers a creative, impactful way to address that challenge.

By bringing in interest and engagement to the block, the digital display will not only help attract new customers to our gym, but the increased traffic will help other nearby businesses as well. Moreover, the signs will generate revenue for the City which can be reinvested back into the Promenade.

Thank you for your time and consideration. Please don’t hesitate to reach out if additional information is needed.

Sincerely,
Phyllis Hamilton
Real Estate Manager
John Reed Fitness – Santa Monica
Item 10-A
December 16, 2025
Item 10-A
December 16, 2025

Santa Monica City CouncilDecember 16, 2025

Santa Monica City Council
December 16, 2025