Criticism of San Jose's Plan to Add New Billboards to the City

San Jose banned new billboards in 1985, but a proposal making its way through the planning department would allow for a wave of new billboards in the city. One local columnist isn't buying it.

2 minute read

August 14, 2020, 8:00 AM PDT

By James Brasuell @CasualBrasuell


Public Service Announcement

Sundry Photography / Shutterstock

John Miller writes a column to bring attention to a plan making its way through the planning department in San Jose, California that would rescind the city's 1985 ban on billboards, and allow for a wave of new billboards in the city.

Miller is obviously not a fan of the plan, and sarcasm drips from his words: 

The city Planning Department explains that by allowing new, large, digital billboards, four times as many 'old' existing billboards will be removed. Plus, they say new billboards will be 'vibrant quality signs.' Is that a deal you can’t refuse?

More scare quotes follow, in case the sarcasm wasn't obvious enough:

Planners think so, asserting billboards will “facilitate economic development” and are “an … aesthetic asset” that will be responsible for a “vibrant urban landscape.” City Councilman Raul Peralez and other City Council members agree, declaring billboards to be, of all things, “progressive.”

Miller also lists a series of arguments against new billboards, citing traffic safety and impact on property values while criticizing the San Jose City Council for endorsing the billboard industry's interests. According to Miller, the City Council is making a specious argument for the benefits of new billboards to the economic development of the city.

An environmental impact report for the new billboard plan is expected soon, according to Miller. For news coverage of San Jose's new billboard plan, see an article by Maggie Angst, published on July 10, 2020.

Wednesday, August 12, 2020 in The Mercury News

Sweeping view of Portland, Oregon with Mt. Hood in background against sunset sky.

Oregon Passes Exemption to Urban Growth Boundary

Cities have a one-time chance to acquire new land for development in a bid to increase housing supply and affordability.

March 12, 2024 - Housing Wire

Aerial view of green roofs with plants in Sydney, Australia.

Where Urban Design Is Headed in 2024

A forecast of likely trends in urban design and architecture.

March 10, 2024 - Daily Journal of Commerce

Cobblestone street with streetcar line, row of vintage streetlights on left, and colorful restaurant and shop awnings on right on River Street in Savannah, Georgia.

Savannah: A City of Planning Contrasts

From a human-scales, plaza-anchored grid to suburban sprawl, the oldest planned city in the United States has seen wildly different development patterns.

March 12, 2024 - Strong Towns

Aerial View of Chuckanut Drive and the Blanchard Bridge in the Skagit Valley.

Washington Tribes Receive Resilience Funding

The 28 grants support projects including relocation efforts as coastal communities face the growing impacts of climate change.

March 18 - The Seattle Times

Historic buildings in downtown Los Angeles with large "Pan American Lofts" sign on side of building.

Adaptive Reuse Bills Introduced in California Assembly

The legislation would expand eligibility for economic incentives and let cities loosen regulations to allow for more building conversions.

March 18 - Beverly Press

View from above of swan-shaped paddleboats with lights on around artesian fountain in Echo Park Lake with downtown Los Angeles skylien in background at twilight.

LA's Top Parks, Ranked

TimeOut just released its list of the top 26 parks in the L.A. area, which is home to some of the best green spaces around.

March 18 - TimeOut

News from HUD User

HUD's Office of Policy Development and Research

Call for Speakers

Mpact Transit + Community

New Updates on PD&R Edge

HUD's Office of Policy Development and Research

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.