Digital Billboards Could Pop Up In More Locations Along I-10

To clear the way for digital billboards, the Riverside County Board of Supervisors today approved a request asking the state to drop its “scenic highway” designation for a portion of Interstate 10 between Banning and Cabazon.

“We’re talking about taking an existing situation and making it better,” said Supervisor Marion Ashley, who authored a letter of intent to Caltrans. “This is needed and it fits.”

In his letter, the supervisor noted that the 1.12-mile stretch between the Banning city limit and the exit for Apache Trail is already replete with “visual intrusions,” including railroad tracks, a gravel pit and signage on the north side of the freeway, where the Morongo Band of Mission Indians’ reservation lies.

“An additional sign or two in this area is not going to make that much of a difference,” Supervisor John Benoit said. “There are an awful lot of signs on tribal lands where we have no control at all.”

Ashley said a limited number of billboards, preferably digital ones, would not adversely change the character of the surrounding area.

Colton resident Jim Ott, who frequently drives the route, objected to the prospect of more billboards going up, particularly the “flashing” variety.

“These are a new menace sweeping the country, causing accidents,” Ott said. “The signs can claim people’s attention for three to six seconds. They’re extremely dangerous.”

But Ashley and Supervisor John Tavaglione said electronic billboards would allow for multiple advertisers to use a single site, cutting down on the number of standard billboards. They also emphasized the benefits of using the digital signs to disseminate public safety information, including Amber alerts.

The supervisor said he intends to propose an ordinance in the next six months that would impose stronger regulations regarding where future billboards can be placed — and whether they have to be electronic.

Meantime, Caltrans is expected to consider the county’s request to remove the one-mile stretch of I-10 from the State Scenic Highway System.