AGENDA TITLE:
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Set a Public Hearing for May 6, 2026, to Consider an Ordinance to enter a Development Agreement with Rogers Media Company to Install, Maintain, and Operate Electronic Message Signs on City-Owned Properties (CD)
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MEETING DATE:
April 15, 2026
PREPARED BY:
Cynthia Marsh, Interim Community Development Director
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RECOMMENDED ACTION:
Set a Public Hearing for May 6, 2026, to consider an ordinance to enter a Development Agreement with Rogers Media Company (“Rogers Media”) to install, maintain and operate electronic message signs on City-owned properties.
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BACKGROUND INFORMATION:
In 2021, City Management was approached by private entities interested in leasing space on City-owned property to construct and operate electronic message signs as a revenue-sharing opportunity for the City. The signs would also provide display time for City events, public information, and emergency messaging.
Because the Lodi Municipal Code (“LMC”) did not then allow electronic message signs on City-owned property, Planning staff and the City Attorney’s Office drafted code amendments to create and regulate “Community Electronic Message Signs.” On June 15, 2022, the City Council adopted an ordinance adding LMC Section 17.34.070(H) to allow and regulate such signs.
On March 18, 2024, staff released a Request for Proposal for installation, maintenance, and operation of electronic message signs on City-owned property. Rogers Media Company (“Rogers Media”) was the sole responsive proposer and was selected by staff.
On January 8, 2025, the Planning Commission recommended approval of a Development Agreement for two signs: one at the South Hutchins Street/East Harney Lane area and one at the City Animal Shelter on West Kettleman Lane. Since that time, the proposal has been revised. Public Works determined the originally proposed South Hutchins Street/East Harney Lane sign should be relocated farther north into the median due to potential conflicts with traffic control visibility. Rogers Media also revised the Animal Shelter sign configuration, and now requests addition of a third sign near West Kettleman Lane/Westgate Drive, which was included in the original RFP but not the prior Development Agreement.
The revised proposal includes three single-sided pole signs at the following locations: (1) within the South Hutchins Street median, approximately 285 feet north of East Harney Lane; (2) at the City Animal Shelter, 1345 West Kettleman Lane; and (3) at 2800 West Kettleman Lane, approximately 40 feet west of Westgate Drive.
Staff has prepared a revised Development Agreement reflecting the amended locations and configurations, including a requirement that the signs be removed if they interfere with future development on City-owned property. Pursuant to LMC Section 17.44.030, the City Council must hold a public hearing to consider approval of the Development Agreement by ordinance upon finding it is consistent with the General Plan.
FISCAL IMPACT:
In accordance with the proposed terms of the revised Development Agreement, the proposed electronic message signs will generate revenue for the City. Specific funding details will be provided once the revised Agreement is presented for Council’s consideration at the May 6th City Council meeting.
FUNDING AVAILABLE:
Not applicable.