After following Highway 101 through the redwoods, they'll enter the Eel River Valley where cows graze in green pastures, a turquoise river meanders by alder groves and mountain ridges parade to the horizon. The motorists' storybook views will be interrupted by occasional stands of billboards after they pass Highway 36, and when they reach the outskirts of Eureka, some 15 of the large ads will urge them to dine, sleep, gas up and gamble.
Supporters say the billboards are valuable marketing tools for local businesses.
The board will render judgment on a narrow permitting issue that affects just one proposed new billboard. But a decision in favor of the billboard applicant could set a precedent leading to more billboards in the county. Conversely, the board could also agree with billboard opponents and consider adopting a four-year moratorium on new billboards. Tuesday will also be a warm-up for larger battles to come over establishing new signage rules for sections of Hwy. 101 that may someday be designated either Humboldt County Scenic Routes or part of a state-federal Scenic Byway.