29 (01)
Susana Barrios
From: James Campbell <james@TheDiamondGroup.net>
Sent: Tuesday, April 21, 2026 2:22 PM
To: Ashleigh Aitken <AAitken@anaheim.net>; Natalie Meeks <NMeeks@anaheim.net>; Carlos A. Leon
<CLeon@anaheim.net>; Ryan Balius <RBalius@anaheim.net>; Natalie Rubalcava <NRubalcava@anaheim.net>; Norma C.
Kurtz <NKurtz@anaheim.net>; Kristen Maahs <KMaahs@anaheim.net>; Berenice Ballinas <BBallinas@anaheim.net>;
Magnolia Moreno <MMoreno1@anaheim.net>; Ryan Carey <RCarey@anaheim.net>; City Manager
<Citymanager@anaheim.net>; Ted White <TedWhite@anaheim.net>
Cc: Ray Baker <rbaker@lamar.com>; Hal Kilshaw <hkilshaw@lamar.com>; Roger Faubel <Roger@faubelpa.com>; Kent
Saunders <ksaunders@lamar.com>
Subject: \[EXTERNAL\] Relative to Item 29 on tonight’s agenda…
You don't often get email from james@thediamondgroup.net. Learn why this is important
Warning: This email originated from outside the City of Anaheim. Do not click links or open attachments unless you
recognize the sender and are expecting the message.
Good afternoon. Please see the email below and attached revised proposal from Lamar Outdoor
Advertising related to the November, 2024 proposal to the City. We appreciate your leadership and
general discussion on this issue and are available going forward to discuss specifics relative to this
agenda item and Lamar’s proposal.
Best,
James Campbell
Subject: Revised Anaheim Public-Private Partnership Proposal – Lamar Advertising
Mayor Aitken and Members of the City Council,
Please find attached Lamar Advertising’s revised Public-Private Partnership proposal, building
upon our original submission from November 2024.
IlThis updated proposal outlines a comprehensive approach to modernizing Anaheim’s outdoor
advertising environment through a strategic combination of public and private locations, along with
the removal of select surface street signage. The program is designed to leverage advanced digital
technology to enhance the City’s visual landscape while delivering meaningful public benefits.
Through this initiative, Anaheim has the opportunity to implement a forward-thinking program that:
Generates significant, long-term revenue for the City (approximately $63,750,000 over the
initial 30-year term, with the potential to reach $85,000,000 over the full term including the
mutual extension)
Enhances communication capabilities for public safety, emergency alerts, and civic messaging
Supports local economic development, including a 25% rate card discount for Anaheim-
based businesses
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Improves overall aesthetics by transitioning from legacy signage to modern, high-quality digital
displays
Removes 34 existing surface street billboard faces, representing a meaningful private
investment by Lamar to reduce legacy signage and enhance the City’s visual environment in
exchange for this modernization program
Beyond the financial impact, this proposal reflects a continued commitment to partnership with the
City of Anaheim—delivering both immediate and long-term value while aligning with the City’s
broader goals for economic development, public engagement, and visual improvement.
We appreciate your time and consideration and would welcome the opportunity to discuss this
revised proposal in greater detail at your convenience.
Respectfully,
Ray Baker
Ray Baker / Vice-President & General Manager
Lamar Advertising of Los Angeles/Orange County
O: 323.933.3222 / M: 323.877.8897
1121 S. Boyle Ave, Ste. 201, Los Angeles, CA 90023
lamar.com/losangeles
CONFIDENTIALITY STATEMENT: This electronic message may contain confidential or legally privileged information from
Lamar Advertising Company. The information is intended to be for the use of the individual or entity named above. If you
are not the intended recipient, be aware that any disclosure, copying, distribution or use of the contents of this message is
strictly prohibited. If you have received this electronic message in error, please notify us immediately by telephone
at (323) 933-3222 or by email and delete this message uncopied.
2
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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City of Anaheim
Digital Billboard Proposal
April 20, 2026
Lamar of Los Angeles/Orange County
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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City of Anaheim -
Inventory Analysis
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SIMILAR PROJECTS
& EXPERIENCES
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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II.
Company Indentification and Experience
Lamar Advertising Company
Attn: Ray Baker, Vice President/General Manager
1121 S. Boyle Ave, Suite 201
Los Angeles, CA 90023
323-933-3222
The main contact at Lamar who will handle the negotiations of the Agreement will be Ray Baker.
Below is a list of projects that outline Lamar’s experience in developing large projects and the track
record of superior design.
Similar Projects
Lamar’s Southern California Division has a well-established track record of working with local public
agencies to develop, construct, and maintain digital displays. For every project, the Lamar team has
partnered with the agency to address regulatory issues, community concerns, and aspects of development
that serve to maximize the benefits of the project for the agency, community, and local businesses. The
regulatory environment for sign development involves multiple agencies and can be complex. Lamar
has developed substantial expertise in this area working with public agencies to effectively navigate this
process in the most efficient manner possible. For all projects involving freeways, Lamar has obtained the
necessary approvals from State of California departments involved in freeway landscape classification,
legal, and business issues associated with sign permitting. On a local level, Lamar has assisted agencies
with making modifications to existing sign ordinances and effecting zone changes as appropriate. Lamar’s
extensive development experience and approach to developing symbiotic relationships with its partnering
agencies ensures that agencies obtain maximum financial benefit while maintaining the highest quality and
community character. Lamar collaborates with agencies in areas that include providing revenue generation
through up-front financial benefits and ensuring long-term property rental income. In addition to the financial
benefits, Lamar works to improve community aesthetics by removing and upgrading older signs, assisting
with outreach in addressing concerns from the community, providing opportunities for public-service
announcements and developing opportunities for promotion of local businesses.
The following is a list of successful relevant projects
completed by the team at Lamar Southern California:
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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Similar Project Number 1:
Fullerton, CA
Lamar operates a back-to-back LED digital display
along the 91 Freeway in the City of Fullerton.
Lamar successfully partnered with the city through
a development agreement that allows for the
operation of the digital display while providing
revenue participation to the city. The agreement also
includes provisions for public messaging, including
the promotion of city initiatives and emergency alert
capabilities.
As part of the project, Lamar worked collaboratively
with the city to align on development standards and
ensure compatibility with local planning objectives.
As with all projects, Lamar obtained all necessary
California Department of Transportation approvals in
addition to local entitlements.
Similar Project Number 2:
Lynwood, CA
Lamar operates a digital billboard along the 710
Freeway, just north of the 105 Freeway interchange,
in the City of Lynwood. Lamar partnered with the
city through a development agreement that allows
for the operation of the digital display while providing
revenue participation to the city. The agreement also
includes provisions for public messaging, including
the promotion of city initiatives and emergency alert
capabilities.
As part of the project, Lamar removed 26 static
billboard faces within the city, supporting local
objectives to reduce legacy signage and improve
overall corridor aesthetics. Lamar worked collaboratively with the city to align on development standards
and ensure compatibility with local planning goals.
As with all projects, Lamar obtained all necessary California Department of Transportation approvals in
addition to local entitlements.
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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Similar Project Number 3:
Long Beach, CA
Lamar operates two digital billboard locations in the City of Long Beach—one along the 405 Freeway
near the airport and another along the 91 Freeway. Lamar partnered with the city through a development
agreement that allows for the operation of these digital displays, including provisions for public messaging
such as the promotion of city initiatives and emergency alert capabilities.
As part of the project, Lamar removed a significant number of existing static billboard faces within the
city, supporting Long Beach’s objectives to reduce legacy signage and enhance overall corridor aesthetics.
While this agreement does not include direct revenue participation for the city, it provides substantial
public benefit through sign reduction, improved visual environment, and ongoing public communication
capabilities.
As with all projects, Lamar obtained all necessary California Department of Transportation approvals in
addition to local entitlements.
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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Similar Project Number 4:
Placentia, CA
Lamar operates multiple LED digital billboard faces
along the 57 Freeway, just north of the 91 Freeway,
in the City of Placentia. Placentia was Lamar’s first
city partner in this program and remains a valued
legacy partner. Lamar partnered with the city
through a development agreement that allows for
the operation of these digital displays while providing
revenue participation to the city. The agreement also
includes provisions for public messaging, and the
City of Placentia has been highly engaged in utilizing
this platform to promote community initiatives and
emergency alert communications.
Lamar currently operates six digital faces at this
location and has received approval for a fourth and
final location along the 91 Freeway. The final site
is fully entitled, and Lamar is currently awaiting
permit issuance from California Department of
Transportation to proceed with construction.
As with all projects, Lamar has worked closely with
the city to ensure alignment with local planning
objectives and compliance with all regulatory
requirements.
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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Similar Project Number 6:
Murrieta, CA
Lamar operates LED digital billboard displays in the
City of Murrieta, one of the newest cities to approve
participation in this program. Lamar partnered with
the city through a development agreement that
allows for the operation of these digital displays
while providing revenue participation to the city.
The agreement also includes provisions for public
messaging, including the promotion of city initiatives
and emergency alert capabilities.
Lamar is currently in the process of developing
eight digital faces within the city. Four faces have been recently constructed and are operational, with the
remaining four faces scheduled for development in the near term.
As with all projects, Lamar has worked closely with the city to ensure alignment with local planning
objectives and compliance with all regulatory requirements, including obtaining necessary approvals from
California Department of Transportation.
Similar Project Number 5:
El Monte, CA
Lamar has secured entitlements for an LED digital
billboard along the 10 Freeway in the City of El
Monte, one of the latest cities in the Los Angeles
area to participate in this program. Lamar partnered
with the city through a development agreement
that allows for the operation of the digital display
while providing revenue participation to the city.
The agreement also includes provisions for public
messaging, including the promotion of city initiatives
and emergency alert capabilities.
As part of the project, Lamar removed one existing
static billboard within the city to facilitate the development of the digital location, supporting local objectives
to modernize signage and improve overall corridor aesthetics. Lamar worked collaboratively with the city to
align on development standards and ensure compatibility with local planning goals.
Lamar has obtained all necessary entitlements and is currently awaiting construction materials to begin
development, with the display anticipated to be operational by June/July 2026. All work is being completed
in full compliance with applicable regulatory requirements, including obtaining necessary approvals from
California Department of Transportation.
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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Similar Project Number 8:
Ontario International Airport Authority
Lamar operates 2 LED digital display jr. bulletins
(10’x30’) and 2 LED digital displays posters (11’x22’)
on Ontario International Airport property. Lamar’s
response to the Ontario International Airport
Authority’s RFP was awarded and accepted as the
winning bid for all exterior static and digital billboard
signage. All displays for this project required leases
with the Ontario International Airport Authority.
Lamar obtained the necessary local and FAA
permits.
Similar Project Number 7:
Rancho Cucamonga, CA
Lamar operates LED digital billboard displays in the City of Rancho Cucamonga, where four digital faces
have been developed. Lamar partnered with the city through a development agreement that allows for
the operation of these digital displays while providing revenue participation to the city. The agreement also
includes provisions for public messaging, including the promotion of city initiatives and emergency alert
capabilities.
As part of the project, Lamar removed existing static billboard signage along surface streets, supporting
the city’s objectives to reduce visual clutter and enhance the overall aesthetic environment. Lamar worked
collaboratively with the city to align on development standards and ensure compatibility with local planning
goals.
As with all projects, Lamar has worked closely with the city to ensure alignment with local planning
objectives and compliance with all regulatory requirements, including obtaining necessary approvals from
California Department of Transportation.
2026 || Request For Proposal Lamar Advertising Company || Los Angeles - Anaheim
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Similar Project Number 10:
Fontana, CA
Lamar operates 9 freeway LED digital displays
on city-owned property, providing lease revenue
to the city. Lamar partnered with the city to draft
a comprehensive Ordinance to: 1) permit digital
displays in certain zoning districts of the city; and,
2) allow for the relocation of already-constructed
billboards via a relocation agreement to mutually
benefit the city and Lamar. Lamar collaborated
with the city by constructing and maintaining LED
Digital Displays on city-owned property via a lease
agreement, which provides consistent lease revenue
to the City of Fontana.
In addition to partnering with the City, Lamar
successfully obtained all Caltrans permits, local
permits for compliance with all federal, state and
local legislation.
Similar Project Number 9:
Corona, CA
Lamar operates 8 freeway LED digital displays in the City of Corona. Project includes a profit sharing
agreement with the city. Lamar worked closely with the city to develop an ordinance that: 1) permits digital
displays in certain zones within the city, and 2) sets forth a static (nondigital) billboard net reduction program
to demolish older static billboards, thereby beautifying the city.
As in all projects, Lamar obtained all necessary Caltrans permits, local permits, and approvals for compliance
with all federal, state and local legislation.
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CEQA Opinion
Lamar is committed to the preservation and maintenance of the natural environment and firmly believes in
strict adherence to the California Environmental Quality Act (CEQA).
In all of the above projects, the lead agency has found that the construction of the LED digital displays were
exempt from CEQA. Lamar believes that the City, as lead agency could use the exemption pursuant to
Class 3 “Small Structures”, 14 CCR Section 15303, which provides in part:
Class 3 consists of construction and location of limited numbers of new, small facilities or structures;
installation of small new equipment and facilities in small structures; and the conversion of existing
small structures from one use to another where only minor modifications are made in the exterior of the
structure. The numbers of structures described in this section are the maximum allowable on any legal
parcel.
Examples of this exemption include but are not limited to:
A store, motel, office, restaurant or similar structure not involving the use of significant amounts of
hazardous substances, and not exceeding 2500 square feet in floor area. In urbanized areas, the exemption
also applies to up to four such commercial buildings not exceeding 10,000 square feet in floor area on
sites zoned for such use if not involving the use of significant amounts of hazardous substances where
all necessary public services and facilities are available and the surrounding area is not environmentally
sensitive.
However, should the City, as lead agency, deem the Project not exempt and determine that the potential
environmental cumulative impacts of the Project are significant, Lamar would perform an Initial Study and,
depending upon the result, prepare a Negative Declaration.
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IV.
References
Damien Arrula
City Administrator, City of Placentia, CA
darrula@placentia.org
(714) 993-8118
Dean Derlith
City Attorney, City of Corona, CA
Dean.Derleth@CoronaCA.gov
(951) 279-3505
Deborah Robertson
Mayor, City of Rialto, CA
drobertson@rialtoca.gov
(909) 644-8520
Jason Caudle
City Manager, City of Lancaster, CA
jcaudle@cityoflancasterca.org
(661) 750-9311
Acquanetta Warren
Mayor, City of Fontana, CA
awarren@fontana.org
(909) 578-2586
Wes Speake
Mayor, City of Corona, CA
wes.speake@corona.gov
(951) 736-2371
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PROPERTIES
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PROPOSED LOCATIONS
5 FWY
5 F
W
Y
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NWC Lincoln / Manchester Southbound
NWC Lincoln / Manchester Northbound
NWC Lincoln / Manchester Southbound
NWC Lincoln / Manchester Northbound
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SEC Lincoln / Manchester Southbound
SEC Lincoln / Manchester Northbound
SEC Lincoln / Manchester Southbound
SEC Lincoln / Manchester Northbound
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PROPOSED LOCATION
5 FWY
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1050 E. Stanford Court - Northbound
1050 E. Stanford Court - Southbound
1050 E Stanford Ct - Northbound
1050 E Stanford Ct - Southbound
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NWC Lewis / Anaheim - Northbound at 1300 ft.
NWC Lewis / Anaheim - Northbound at 700 ft.
NWC Lewis / Anaheim – Northbound at 1300 ft
NWC Lewis / Anaheim – Northbound at 700 ft
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NWC Lewis / Anaheim - SouthboundNWC Lewis / Anaheim – Southbound
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PROPOSED LOCATION
91 FWY
91 FWY
8201 Santa Ana Canyon
91 FWY
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8201 Santa Ana Canyon - Eastbound
8201 Santa Ana Canyon - Westbound
8201 Santa Ana Canyon - Eastbound
8201 Santa Ana Canyon - Westbound
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LEASED LOCATIONS
ANAHEIM - 5 FWY, 57 FWY & 91 FWY
5 FWY
300 Wilshire
57 FWY
2590 Cerritos
91 FWY
3001 White Star
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300 Wilshire - Northbound - 5 FWY
300 Wilshire - Southbound - 5 FWY
300 Wilshire - Northbound
300 Wilshire - Southbound
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2590 Cerritos - 57 FWY
3001 White Star - 91 FWY
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AGREEMENT TERMS
& CONDITIONS
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AGREEMENT TERMS AND CONDITIONS
Term
The proposed agreement is for a term of thirty (30) years, with an optional ten (10) year renewal period,
subject to mutual agreement.
Compensation to the City
Lamar is prepared to provide the City of Anaheim with a significant and stable long-term revenue
stream through this program.
• Estimated Annual Compensation:
Approximately $2,125,000 per year
• Total Estimated Compensation (30-Year Term):
Approximately $63,750,000
This structure is designed to provide the City with both predictable annual revenue and long-term
financial value, while maintaining flexibility to finalize the underlying terms and conditions in collaboration
with the City.
Community Benefits
• Economic Development:
A 25% discount off the rate card for any business located within the City of Anaheim,
supporting local economic growth and increased visibility for local businesses.
• Public Safety & Messaging:
Dedicated access for emergency alerts and public service messaging, including:
» AMBER Alerts
» Law enforcement notifications
» Earthquake and fire alerts
» Traffic messaging
» Public health communications
Advertising Standards
• No sexually oriented businesses (SOBs), including but not limited to adult entertainment venues,
conventions, or related content.
• All advertising will comply with applicable local, state, and federal regulations.
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Insurance
Lamar will maintain insurance coverage consistent with City of Anaheim requirements and all applicable
California state laws.
Regulatory Compliance
All development and operations will be conducted in full compliance with applicable regulatory requirements,
including obtaining necessary approvals from California Department of Transportation.
Economic Impact & Partnership Value
This program represents a meaningful long-term partnership between Lamar and the City of Anaheim,
delivering both direct financial benefit and broader economic impact. In addition to the approximately
$85 million in projected revenue to the City over the term, the program provides a platform to support
local businesses, enhance public communication, and strengthen Anaheim’s economic development
initiatives.
By combining sustained revenue generation with community-focused benefits, this proposal is designed to
create lasting value for the City while aligning with Anaheim’s broader goals for growth, visibility, and public
engagement.
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IX.
Indemnity
(As stated in our Development Agreement, Section B, item 15 on page 76 of this proposal)
Indemnification. Developer agrees to, and shall, hold City and its elected and appointed officials, officers,
agents and employees free and harmless from all liability for damage or claims for damage for personal
injury, including death, and claims for property damage which may arise from the direct or indirect operations
of Developer or those of Developer’s contractor, subcontractor, agent, employee or other person acting on
Developer’s behalf which relate to the construction and operation of the Project. Developer agrees to, and
shall, defend City and its elected and appointed officials, officers, agents and employees with respect to
actions for damages caused or alleged to have been caused by reason of Developer’s activities in connection
with the Project. This hold harmless provision applies to all damages and claims for damage suffered or
alleged to have been suffered by reason of the operations referred to in this Development Agreement
regardless of whether or not the City prepared, supplied or approved the plans, specifications or other
documents for the Project.