Business & Tech
Freeway LED Sign One Step Closer
Once a lawsuit is settled or withdrawn, plans for the electronic sign can move forward. In addition, three signs at McCarthy Ranch are being reviewed.
That old Great Mall freeway sign near Montague Expressway and Interstate 880 is on its way out. A new colorful electronic freeway advertising board is coming to take its place.
The Milpitas City Council approved the upgrade at its regular meeting earlier this week. But the electronic sign cannot be installed until a lawsuit filed by the Great Mall against Milpitas in August 2008 has been settled or withdrawn, according to Economic Development Manager Diana Barnhart.
Milpitas City Attorney Mike Ogaz said the Great Mall owner was worried that valuable advertising would be lost when the old sign is torn down. Large tenants are under agreement to be on this highly visible sign.
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He said, “The court denied an injunction against the city and dismissed the case for lack of merit. However, an appeal was filed by the Great Mall, and it is still pending, preventing a building permit from being issued.”
Media representatives of the Great Mall were contacted Thursday by Milpitas Patch and are working on a response.
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The Great Mall and its tenants will be included on the new 50-foot design by CBS Outdoor that would include a 25-by-12-foot LED display on each side, according to Barnhart.
“The city of Milpitas will receive 5 percent of the advertising revenue, estimated to be $47,000 annually,” she said.
The City Council approved a similar electronic message board for Piercey Toyota across the freeway in August 2010, also to be built by CBS Outdoor after the lawsuit issues are settled.
And other signs are coming to Milpitas.
Three freeways signs are planned for McCarthy Ranch that would be placed at least 1,000 feet apart along the west side of I-880 between Dixon Landing Road and SR-237, according to Barnhart. She said they are undergoing the Environmental Impact Report (EIR) process.
In addition, an old sign next to Interstate 680 near Yosemite Drive owned by the Great Mall poses an opportunity to upgrade, although Barnhart said, “There are no plans at this time.”
Lastly, the Milpitas Automotive Group could pursue a new freeway message board along I-680 in the future. No action, however, is pending according to Barnhart.
