Will advertising signs the likes of those in Times Square work in San Antonio?
That’s the question city staffers have been asking the public in a series of input sessions focused on finding the right place to try out the brightly lit signage.
What is learned from the pilot project could be used to redevelop the city’s signage and billboard codes, creating urban entertainment districts that would allow the outdoor media platform.
Enhanced digital displays are already in use on buildings and other structures beyond Midtown Manhattan, in cities like Atlanta and Denver, for commercial advertising, art exhibits and city messaging.
The last of four input sessions will be held Friday, March 29, at 10 a.m. in the city’s development services department boardroom at 1901 S. Alamo St.
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The outdoor media company Outfront Media and industry consultants with Urban Activation Institute brought the idea to San Antonio officials in 2022.
The proposal includes directing advertising revenue into city coffers that then could be spent to support arts and culture or other initiatives. The signs also could be used to exhibit local art in what the companies call an “arts and entertainment district.”
The program could generate an estimated $750,000 to $1 million a year for the City of San Antonio based on comparable efforts around the country, said Michael Shannon, director of the development services department.
In January, members of the City Council’s Planning and Community Development Committee directed staff to gather input and concerns from business owners and community organizations as well as the general public, then return to the committee with a proposal in May or June. The final info session will be held on Friday.
At one of the first sessions, attendees asked about what parts of the city were being considered for the displays with at least one saying they would not be appropriate in downtown historic districts.
Areas with heavy foot traffic and some vehicle traffic are considered best for the displays, said Jeremy McDonald, development services engineer for the development services department, which makes some areas and corridors better suited for the pilot than others.
A man who described himself as an artist said he was interested in learning more about how the project would benefit and promote the arts community.
There were other questions about maximum height limits and also whether the displays would emit audio. (For now, they do not, said McDonald.)
But much of the discussion centered around where the displays would be installed, which has not been determined.
“It’s the balance of protected areas [and to] be justifiable on a business side as well,” McDonald said. “It is a challenge, but that’s where we want to meet everybody in the middle and have industry as well.”
