South San Francisco City Council
February 28, 2024

City Council Meeting
February 28, 2024
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• PG&E easement
• Along the 101 freeway near 280 off ramp
• Adjacent to 140 Beacon Avenue
• Zoned Business Tech Park High
• One north and one south freeway facing LED display
• 14’ x 48’ each in size
• 65 ft in overall height
Existing Aerial Image
Three Existing and One Proposed Digital Billboards show in Green above:
• 180 S. Airport - Existing
• 345 Shaw - Existing
• 101 Terminal - Existing
• 140 Beacon Ave – Proposed Project
Existing Aerial Image
Existing Aerial Image
6 • Proposed Digital Billboard on the right
• Northbound 101 freeway and 380 on ramp
7 Additional non freeway facing perspectives
as seen from the adjacent existing
commercial buildings and area
 Design Review
 Sign Permit
 Development Agreement
 Zoning Text Amendment
◦ to allow a 4th Digital Billboard in the City
8 Zoned Business Technology Park High
 Non residential zone district
Project consistent with BTP-H Development Standards
and Sign regulations with the exception of the
number of signs allowed in the City:
 Maximum Number of Signs and Faces. Not more than three four digital billboards, with two faces each, may be allowed within the City, and must be pursuant to the approval of a relocation agreement under Section 20.360.003(A) (“Permits Required; Review Process”). 9 General Plan Designation - “Business Technology Park
- High”
◦ Non residential
GOAL PE-2: A resilient and diverse South San
Francisco economy supports existing industries while
accommodating emerging growth opportunities.
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• City’s Design Review Board (DRB) reviewed the
proposed Digital Billboard on October 18, 2022
• DRB is not in support of digital billboards in
finding they do not enhance the city skyline
• However; if they are to be allowed DRB
recommends:
• Minimize overall height and brightness; and
• Locate them freeway adjacent with primary
visibility to freeway traffic
 Project Public Benefits
◦ $1.1 million In lieu fee
◦ $4.9 million in annual payments ($102k per year
with 3% annual increase)
◦ $140k upfront fee
◦ Additional Impact fees, as required by code
◦ PSA/Advertising opportunities (1 ad spot for 8
weeks annually)
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• Initial Study Checklist and Mitigated Negative
Declaration (IS/MND)
• 2015 IS/MND Evaluated entitlements and impacts for
previous billboard applications
• 2023 Addendum Checklist for Proposed Project
Provides substantial evidence that the Project is within the scope of the 2015 IS/MND and MMRP
Project continues to be subject to all relevant 2015
IS/MND mitigation measures
 PC meeting held December 21, 2023.
 Recommended City Council approve
requested entitlements.
 Determining a fourth sign was appropriate for
the City.
 Expressed concern over too many billboards
in the future.
 Case by case approach.
14 1) Determine the 2023 project CEQA checklist addendum is consistent with the 2015 IS/MND under the provisions of CEQA 2) Approve the requested entitlements:
 Design Review
 Sign Permit
 Development Agreement
 Zoning Text Amendment
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