Folsom Ranch readerboard postponed by City Council

Folsom officials postponed discussion and action last week regarding the proposed Folsom Ranch electronic billboard monument sign along the freeway. The Folsom City Council was scheduled May 13 to discuss and take action on an operational agreement over city and private business advertising time and profits with the 65-foot-high LED readerboard. The matter was tabled, or continued to a future meeting. "We had a request from the applicant, and we appreciate the opportunity to have additional conversations with them. This will come back at a later meeting," said Folsom City Manager Bryan Whitemyer. In design for years, the proposed LED readerboard is planned for the southwest corner of East Bidwell Street and Alder Creek Parkway in Folsom Ranch. The modern billboard would be similar to the two existing city electronic signs at Folsom Auto Mall and Palladio. Developers said last year a third Folsom freeway LED sign is a key to attracting new business to the city and especially buyers to the new Folsom Ranch area south of US 50. As proposed, the readerboard will feature state-of-the-art technology and design elements to showcase the city and commercial businesses in Folsom Ranch. While a smaller version of the digital board was initially proposed, Eagle Commercial Properties has since found the square design does not fit standard billboard marketing and would be difficult to sell to advertisers, staff said. Eagle is now proposing a larger, 14 feet by 48 feet rectangular display. The operator must also focus off-site advertising for business complementary to Folsom Ranch core commerce. As part of the city of Folsom conditions, the sign must restrict adult-related outlets, including pot shops, from advertising, staff said. Actual revenue figures are unknown, but staff estimates the city will receive between $15,000 and $20,000 during the first full year of operation. The sign will display Amber Alerts as needed upon request by the city. The emergency messaging will take priority over the others, according to Outdoor Advertising Association of America standards.