The measure creates a digital display district limited to corner buildings on the Promenade and four exterior façades at Santa Monica Place
The Santa Monica City Council has approved an ordinance allowing large-format digital advertising displays along the Third Street Promenade and at Santa Monica Place as part of an effort to boost downtown activity and generate new city revenue.
The measure creates a digital display district limited to corner buildings on the Promenade and four exterior façades at Santa Monica Place. Each display is capped at 1,000 square feet, with no more than 16 allowed districtwide. All displays must be approved through individual development agreements.
City officials said the ordinance is designed to support economic recovery while maintaining controls on size, brightness, content and operating hours. Flashing or traffic-confusing displays are prohibited, and the displays must include emergency alert capabilities and meet maintenance and safety standards.
In exchange for approval, applicants must provide significant financial contributions. Each display requires a one-time payment of $500,000, along with annual payments of at least $500,000 or 20 percent of gross revenue, whichever is greater. If all 16 displays are installed, the city estimates annual revenue between $3.5 million and $7 million.
The ordinance also requires at least 20 percent of screen time to be reserved for city messaging and arts-related content.
