Santa Monica Council Approves Digital Billboard Plan

The 1,000-square-foot display at the Junipher Building signals a new economic strategy for the city's vacant landmarks.

Updated on Oct. 30, 2026 in Advertising

Isometric editorial illustration of a large illuminated panel mounted on a historic masonry building, representing new city commercial development policy. — The Santa Monica City Council approved a new 1,000-square-foot digital billboard plan for the historic Junipher Building to boost downtown revenue. AI Illustration. Upload story photo >

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The Santa Monica City Council approved a development agreement to install a 1,000-square-foot digital billboard on the vacant Junipher Building. The move, part of a downtown economic recovery initiative, requires the removal of two street trees and sets new revenue-sharing terms for the city.

Why it matters

Local officials are leveraging the Third Street Promenade as a digital advertising district to monetize vacant landmark properties and secure long-term revenue. For business operators, this marks a shift in how the city manages historic space and public sightlines to support commercial occupancy.

The agreement guarantees the city an upfront $500,000 payment and 20 percent of gross revenue, compared to the vacant building's previous yield. The 1,000-square-foot display will operate on a 30-year term with 20 percent of time reserved for public content.

The players

Santa Monica City Council

The local governing body responsible for municipal zoning, economic development, and landmark preservation.

Junipher Building

A 1912-built city landmark located at 1355 Third Street Promenade that has remained vacant since 2020.

The details

The 18-foot-high, 54-foot-wide animated display will wrap around the corner of the 1912-era Junipher Building. To protect the landmark structure, the hardware is mounted away from the facade. The agreement also mandates a $23,000 contribution for the removal of two healthy street trees, which the developer claims currently obstruct billboard visibility for motorists.

1912: The Junipher Building was constructed.
2014: The Junipher Building was designated a city landmark.
2020: The building became vacant.
January 2026: Santa Monica adopted the Downtown Digital Display District ordinance.
October 27, 2026: City Council voted to advance the billboard agreement.

Market Landscape

The development agreement follows the framework established by the Downtown Digital Display District ordinance to convert underutilized real estate into advertising infrastructure. This move marks the first major application of the city's newly adopted digital signage policy.

Operators in the Third Street Promenade district should anticipate shifts in local traffic patterns and visibility as billboard installations proceed. Business owners should track whether the new revenue-sharing model successfully incentivizes long-term leasing for the vacant landmark.

The takeaway

The city is prioritizing advertising revenue as a tool for economic revitalization in vacant commercial zones. Operators should monitor council meeting minutes for the specific implementation schedule and any subsequent zoning amendments for the surrounding promenade.