Discuss Potential Billboard and Dynamic Display Sign Plan for Highway 10

Staff has received input from Developers and potential End-Users indicating that it is difficult to been seen from Highway 10 in the COR and surrounding areas.  The City Council and Planning Commission have recently granted approvals for 75 foot tall signage on the land under contract by RGH Ramsey and another parcel owned by PSD LLC to assist in increasing visibility to Highway 10 traffic. 

In order to increase visibility further, Staff has reached out to Blue Ox Media for additional ideas. Blue Ox Media is a Dynamic Display Billboard owner and operator.  Blue Ox Media erected the newer billboard on Highway 169 in Champlin, which provides additional advertising opportunities for local and national businesses. Staff thought that this would be a good place to start for some general discussion on what the next possible next steps could be and if the EDA has an interest in pursuing this any further. 

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Staff would like to know if the EDA has any interest in exploring the possibility of locating a Dynamic Display Billboard on Hwy 10 to provide opportunities for Ramsey businesses to increase marketing exposure for businesses. Tom McCarver, from Blue Ox Media, will be be at the EDA meeting to provide some background and answer some questions.

Within the last 1-2 years, the City renovated the Community Sign adjacent to the Northstar Commuter Rail Station. The intent of this sign was clearly defined as a community sign providing community messaging only, not advertising for local businesses. This current discussion is to consider ways to provide an additional sign that is focused on advertising for local businesses, not a community message sign. 

Topics of presentation / discussion will include:

• What is looked at in determining the siting for a sign
  •    Traffic Counts
  •    Market Research
  •    National Advertisers
  •    Local Advertisers
  •    Location
  •    Cost
     
• How are signs funded / Constructed
  • Advertisement Revenue
    • Who can advertise
  • Cost roughly about $500,000 for construction of 40 foo tall, 2 sided dynamic display sign
  • Privately owned
    • Land Lease
    • Land ownership
    • Potential for shared cost with EDA initially if not financially feasible by Vendor
       
• Champlin Sign
  • How it was located
  • How it was funded
  • Local advertising
  • Utilized a land lease from City
     
• Additional Billboard Sign Companies 
  • Blue Ox Media, Clear Channel, Out Front Media, Lamar (more St Cloud Market), others
     
• Options for selecting a Vendor for Billboard Sign
  • Request for Proposals (RFP) to other billboard owners
    • City would need to develop RFP and potentially identify sites / areas
      • Potential for nobody to respond due to marginal Ramsey market
  • Exclusivity Agreement to negotiate with single vendor
    • Allows Vendor to spend more resources upfront to determine if market is worth investment and to make proposal to city (Less time/cost to city upfront)

Possible Next Steps:

1. Determine if the EDA is would like to take the lead on obtaining a private billboard sign in Ramsey
2. Direct Staff to gather more information as determined by the EDA (possible sites, need, potential advertisers)
3. Provide a recommendation to City Council on whether a RFP or a Exclusivity Agreement should be the method to work with/select a Vendor
4. Something else

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Based on discussion

Based on discussion