AGENDA TITLE:
title
Public Hearing to Consider Waiving the First Reading and Introducing an Ordinance to enter a Development Agreement with Rogers Media Company to Install, Maintain, and Operate Electronic Message Signs on City-Owned Properties (CD)
end
MEETING DATE:
May 6, 2026
PREPARED BY:
Cynthia Marsh, Interim Community Development Director
recommendation
RECOMMENDED ACTION:
Public Hearing to consider waiving the first reading and introducing 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.
body
BACKGROUND INFORMATION:
The City proposes to partner with a contractor to develop three programmable electronic message signs (“signs”) on City-owned properties located along major public streets. The program is intended to generate ongoing revenue for the City while also providing dedicated display time, at no cost, for City events, public information, and emergency messaging. The contractor will be responsible for installation, operation, and maintenance of the signs.
Rogers Media Company (“Rogers Media”), an outdoor advertising company with existing signage in the City of Lodi, initially approached the City in 2022 regarding a revenue-sharing opportunity for electronic message signs on City-owned property. At that time, the Lodi Municipal Code (“LMC”) did not allow such signs. To facilitate this opportunity, Planning staff and the City Attorney’s Office prepared Development Code amendments establishing a new sign category -- “Community Electronic Message Signs.” These code amendments were approved by the Planning Commission and adopted by the City Council in 2022, and established standards including permitted locations (City-owned property only), size and brightness limits, allowance for off-site commercial messaging, and requirements for a Conditional Use Permit and Site Plan and Architectural Review Committee (“SPARC”) approval.
Following adoption of the code amendments, staff issued a Request for Proposal (“RFP”) on March 18, 2024, with a response deadline of April 1, 2024. One proposal was received and determined to be responsive. Rogers Media was selected as the successful proposer. The company has been in operation for approximately 25 years and has experience installing and operating electronic message signs since 2017.
On January 8, 2025, the Planning Commission adopted a resolution recommending that the City Council approve a Development Agreement (“D.A.”) for two signs at the following locations:
• Northeast corner of South Hutchins Street and East Harney Lane (single-sided wall sign); and
• City Animal Shelter, 1345 West Kettleman Lane (double-sided pole sign; APN: 031-040-50).
Following Planning Commission action, the Department of Public Works identified a potential traffic safety concern with the proposed wall sign at the South Hutchins Street/East Harney Lane intersection, determining that it could visually conflict with existing traffic control devices and distract motorists. Public Works recommended relocation of the sign farther north within the South Hutchins Street median.
Rogers Media agreed to the relocation following evaluation of site conditions and electrical availability. The sign is now proposed as a single-sided pole sign located approximately 285 feet north of the intersection, behind the existing “Welcome to the City of Lodi” sign.
Rogers Media also proposes to modify the previously approved Animal Shelter sign from a double-sided pole sign to a single-sided pole sign located along West Kettleman Lane.
In addition, Rogers Media has requested to include a third sign near the southwest corner of the West Kettleman Lane/Westgate Drive intersection (APN: 058-030-10). This site was included in the original RFP but was not part of the January 8, 2025 Development Agreement after the applicant initially withdrew interest. Following further coordination with Public Works and Lodi Electric Utility regarding long-term infrastructure planning for the site, Rogers Media has requested to reintroduce this location.
The revised proposal therefore includes three single-sided pole signs at the following locations (Attachments 4 through 6):
• South Hutchins Street median, approximately 285 feet north of East Harney Lane;
• City Animal Shelter, 1345 West Kettleman Lane (north side); and
• 2800 West Kettleman Lane, approximately 40 feet southwest of Westgate Drive (south side).
Conceptual elevations for each proposed sign location are included as Attachments A-1 through A-3 for reference. These materials are illustrative and will be finalized through the subsequent Conditional Use Permit and SPARC review process.
The proposed signs are generally consistent with the intent of LMC Section 17.34.070(H). Detailed review of development standards, including any requested deviations from code requirements, will occur through the Conditional Use Permit and Site Plan and Architectural Review Committee (SPARC) processes.
The signs will be supported by nine-inch-wide poles, which are narrower than the minimum required by code. Staff supports this administrative deviation based on site-specific design considerations. Photo simulations demonstrate that the reduced pole width results in a less visually intrusive and more compatible design within the roadway environment.
The proposal includes a flag-mounted configuration at the Animal Shelter and center-mounted pole signs at the other two locations. Existing landscaping and site features will partially screen the support structures, reducing visual prominence and creating a more refined appearance.
Due to these modifications, the Planning Commission reconsidered the project on March 25, 2026, and adopted a resolution recommending that the City Council approve the revised Development Agreement, including the relocated Hutchins Street sign, modified Animal Shelter sign, and addition of the third sign.
The Development Agreement includes provisions requiring relocation or removal of the signs if necessary to accommodate future development on City-owned property.
Approval of the Development Agreement establishes the contractual framework for the project; however, the proposed signs remain subject to subsequent discretionary approvals, including a Conditional Use Permit and SPARC review. These processes will evaluate final design details, site layout, and any requested deviations from development standards.
Pursuant to LMC Section 17.44.030, the City Council must hold a public hearing to consider the Development Agreement following Planning Commission review. The City Council may approve, modify, or disapprove the recommendation, but must find the agreement consistent with the General Plan prior to approval. If approved, the Development Agreement must be adopted by ordinance.
REQUIRED FINDINGS FOR APPROVAL:
Pursuant to California Government Code Section 65867.5, the City Council must find that the Development Agreement is consistent with the General Plan and any applicable specific plans.
The proposed Development Agreement is consistent with the General Plan, as it supports implementation of policies related to economic development, public information dissemination, and efficient use of City-owned property. The agreement facilitates a revenue-generating public-private partnership while maintaining City control over messaging for public benefit purposes, including emergency communications.
The project sites are located on City-owned properties along major corridors, where such signage is permitted under the Development Code, and the agreement does not conflict with any adopted land use or policy framework.
FISCAL IMPACT:
The proposed electronic message sign program is intended to generate ongoing revenue for the City through a revenue-sharing model.
As identified in the Request for Proposals, the selected proposer indicated that the City would receive the greater of $25,000 annually (paid in advance) or 25 percent of net advertising revenue generated from the signs. These terms are expected to be formalized prior to implementation.
The Development Agreement establishes the framework for installation and operation of the signs; detailed revenue-sharing provisions may be further refined consistent with City Council direction.
FUNDING AVAILABLE:
Not applicable.