(1) Open the public hearing and take public testimony; and (2) adopt Resolution No. 2026-11 approving the Advertising Policy and establishing the fee schedule for advertising on the City-owned monument sign. 

In December 2025, the monument sign located in the Canyon Lake Towne Center was donated to the City of Canyon Lake, transferring ownership of the sign to the City. More recently, as part of formalizing City records and operations, the monument sign was assigned the address 31790 Railroad Canyon Road, and the City assumed full operational responsibility for its use and administration. 

Prior to the City’s acquisition, advertising fees for the 2025-2026 period were established and administered by the former owner, West Coast Outdoor Messaging, Inc. The proposed fee schedule reflects the same fee structure previously charged during that period and is being formally adopted by the City to ensure continuity, transparency, and City oversight.

The monument sign includes two distinct advertising components: (1) digital advertising content displayed on a rotating basis, and (2) permanent panel signage occupied by long-term tenants. Permanent panel signage is reserved exclusively for tenants located within the Canyon Lake Towne Center, consistent with the long-term nature and fixed placement of those panels. Digital advertising on the monument sign is open to any business, organization, or entity that meets the eligibility criteria and content standards established in the adopted Advertising Policy, regardless of physical location, subject to availability and administrative approval.

Following the City’s assumption of ownership and operational control, staff identified an opportunity to formalize the advertising program by adopting an Advertising Policy and establishing an advertising fee schedule to guide the use, administration, and long-term sustainability of the sign. A key objective of this effort is to ensure the sign remains current, well-maintained, and refreshed, while continuing to provide value to local businesses and serving as a well-presented community asset.

The proposed Advertising Policy is designed to provide consistency and transparency by outlining eligibility requirements, content standards, display parameters, and administrative procedures governing the use of the City-owned monument sign. Adoption of the policy ensures the program is managed fairly and consistently while protecting City assets and aligning advertising content with community standards.

In conjunction with the proposed policy, Resolution No. 2026-11 establishes the official Advertising Fee Schedule, including pricing and tier structures for digital marquee advertising and an annual fee for permanent panel signage. 

The resolution further establishes that the adopted fees apply through the remainder of calendar year 2026, with a single, non-recurring fee adjustment of ten percent (10%) to all such fees effective January 1, 2027, in order to support cost recovery and the ongoing operation of the program.

Together, adoption of the Advertising Policy and fee schedule will modernize the advertising program, simplify administration, and create a scalable framework that supports the long-term sustainability and refresh of the City-owned monument sign.