The exchange of old for new is the brainchild of Councilman Mark Ridley-Thomas, and is backed by Valley Councilman Hal Bernson, who apparently is looking forward to getting some of the giant freeway signs in his own sprawling Northwest Valley district. At first, it might seem like a good idea to trade 10 or 15 old signs for each new one, even if the new ones might block the views of scenic corridors and historic buildings that are actually enjoyed by tourists and some daily freeway commuters. But at second look, there are dozens of questions that should be answered before the City Council moves forward with the proposal. No studies have been done to answer these questions. Nobody has bothered to talk to the merchants to learn how they will be affected.
Landlords are next on the list of losers.
Many small landlords depend on the income they get from billboard companies who rent space to install the signs. The income will stop when the signs are demolished, but no study has been done to determine the effect on small or large landlords. The city itself also stands to lose important revenue if thousands of signs are removed. The city collects annual license fees and taxes based on the income generated by the signs, and that income will now be lost forever. But nobody in the city knows how much.