HomeMy WebLinkAbout2024.02.05 Council Meeting Public Comment Submission from John Lehman, Meadow Outdoorr,A6(1e�,LS /-2_OQ_q JZSi. ✓l►r C&wJczL� t-��_
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Billboards - Bullet Points for Discussion - Pasco City Council
0 • Good for business, especially small local businesses.
o Bring in customers.
o More revenue for local businesses.
Billboards help the local economy.
• Good for helping non -profits and public information (non-commercial messages).
• Meadow donates thousands every year in all our markets.
o Advertising space for the city. Events, information updates, Mayor's/Council's board, etc.
• Good for landowners.
o Lease revenue from sign -on property.
o Maximizes property income for landowners and small businesses.
• The current code allows for signs as large as billboards. Same type of sign
(freestanding pole signs).
* 350 sq. ft. freestanding pole signs are allowed currently.
Meadow proposes smaller advertising billboard signs: 250 square feet.
500-foot spacing between billboard signs.
Give
Blood!
• Digital Billboards — Instant communication to the public.
o These displays allow local advertisers more access to advertising.
o Allow for more public service: Amber alerts, crime alerts, crisis alerts, weather alerts, etc.
o Public events in the City of Pasco.
o Mayor's/Council's spot for city events or causes.
• Proposed changes will manage billboards.
o Meadow has already discussed this with planning staff. Concern about workload.
o Meadow can help write up changes, very simple addition of verbiage.
o Very little work for the council and staff.
• Pasco Chamber of Commerce.
• Billboard "Keep Your Eye on Pasco".
o This sign creates awareness to promote Pasco businesses.
• Billboards will do the same. Meadow will promote the Pasco Chamber of Commerce.
• Reason for current code.
o Prior to the current code, there were no billboard rules.
o Unmanaged political campaign advertising caused a proliferation of signs.
o The new proposed billboard language will manage the number of signs.
Title 17 Sign Code I Pasco Municipal Code Page 6 of 33
"Sign - billboard" means an off -premise sign or off -premise sign structure supported by one or more uprights and
braces in the ground upon which general advertising matter is placed, usually by the poster method, erected
entirely upon private property.
"Sign - billboard (digital)" means an outdoor advertising sign that changes messages by any electronic
process or remote control, provided that the change from one message to another message is no more
frequent than once every eight seconds and the actual change process is accomplished in 2 seconds or less.
"Sign - blade or projecting" means a sign that is wall -mounted perpendicular to the building that may extend
upwards and above the facade and/or outwards and over the walkway or parking area.
"Sign - business" means a sign which directs attention to a business or profession conducted, or to a commodity,
service, or entertainment sold, or offered upon the premises where such sign is located, or to which it is affixed.
"Sign - canopy" means a sign that is painted onto the face or edge of an awning or canopy that is mounted to the
building facade.
"Sign - changing message center" means an electronically controlled public service time and temperature sign,
message center, or readerboard where different copy changes of a public service or commercial nature are shown
on the same lamp bank.
"Sign - combination" means any sign incorporating any combination of the features of freestanding, projecting
and roof signs. "Combination sign" shall include signs commonly referred to as "fin signs."
"Sign - community event regional" means a sign that identifies events occurring at a regional sports/
entertainment/convention/trade facility containing 60 or more acres located within 1,000 feet of a freeway
interchange and adjacent to a highway of statewide significance.
"Sign - construction" means a temporary sign designating the contractor(s), architect(s), and engineer(s)
participating in a construction project underway on the same premises. A construction sign may also include the
name of the project.
"Sign - directional" means any sign designated and used solely for the purpose of indicating the location or
direction of a place on the premises upon which the sign is located.
"Sign - directional off -premises kiosk" means a structure erected by the City or a private party through a license
agreement with the City in approved locations bearing multiple off -premises directional signs.
"Sign - directional traffic" means a sign that is located to guide or direct pedestrian or vehicular traffic to parking
entrances, exits and service areas.
"Sign - directory of tenants" means a sign that identifies the building or project name and the tenants which share
a single structure or development.
"Sign - double-faced" means a sign with two faces.
"Sign - electrical" means a sign or sign structure in which electrical wiring, connections, and/or fixtures are used as
part of the sign proper.
The Pasco Municipal Code is current through Ordinance 4643, passed March 6, 2023.
Title 17 Sign Code I Pasco Municipal Code
Page 12 of 33
Sign Allowance Table
Permit requirement
1 Material restrictions
Number of signs
I Allowable surface area in sq. ft. (1)
1 I I Height in feet (2)
1 1 1 1 1 Projection over ROW to curb line
1 1 Spacing in linear feet (1 )
Visible ground plane/passage area (4)
1 1 1 1 1 1 I 1 Setback from adjacent property line
1 I 11 1 1 1 I 1 Setback from ROW in feet (5)
I I 1 1 1 1 I 1 I I
I I I I I I I I I I Duration (days)
1 1 I I 1 1 I 1 I I I Notes
I I 1 1 1 1 I 1 I I I I
maximum
window sign (i 1)
no
transparent
na
25%
15
per sign per
building/str
awning sign per
g gn p
yes
durable
1
24
15
(2)
8
may extend over
eet
business
walkway
frontage
canopy sign
yes
maintained
na
25%
24
(2)
8
may extend over
walkway
wall sign
yes
durable
na
25%
na
14
0
wall sign -
yes
maintained
na
25%
na
0
of commercial message
murals/artwork (7)
blade/projecting sign
yes
durable
1
125
(2)
(2)
5
0
freestanding
yes
durable
1
350
15
0
5
0
pedestal sign
freestanding marquee/
yes
durable
1
48
15
5
0
per street frontage
readerboard sign
*freestanding pole -
yes
durable
1
12
35
0
6
5
0
up to 12 tenants per sign
tenant directory sign
*freestanding pole
yes
durable
1
350
35
0
6
5
0
sign
*freestanding billboard
yes
durable
1
250
35
0
1100
6
5
sign
*freestanding digital
yes
durable
1
250
35
0
50(>
6
5
billboard sign
off -premises directional
yes
durable
1
5
15
5
0
sign (14)
Commercial/industrial
districts - C-3, C-R, BP, 1-1, 1-2, 1-3
maximum per sign
freeway sign
yes
durable
1
3501701
50
6
35
35
per freeway frontage
0
per freeway
or freeway
yes
durable
1
480
70
6
35
35
per 1 5-acre site
interchange (9)
�10
0
minimum
sign
frontage property
and freeway
yes
durable
1
150
35
50
6
35
35
per 1 5-acre site
readerboard (9) sign
0
minimum
Undeveloped property
Residential - lot
freestanding
yes
durable
1
24
8
5
0
15
after closing
pedestal/pole sign
- tract
freestanding
yes
durable
1
60
8
5
0
15
after last closing
pedestal/pole sign
Commercial - lot
freestanding
yes
durable
1
24
8
5
0
15
after closing
pedestal/pole sign
- tract
freestanding
yes
durable
1
60
8
5
0
15
after closing
pedestal/pole sign
The Pasco Municipal Code is current through Ordinance 4643, passed March 6, 2023.
Title 17 Sign Code I Pasco Municipal Code Page 18 of 33
17.15.040 Prohibited signs.
From and after September 1, 2006, it is unlawful for any person to maintain, erect or place within the City:
(1) A swinging projecting sign;
(2) Signs attached to or placed upon a vehicle or trailer parked on private or public property designed to operate
as a de facto permanent advertising sign. This provision is not to be construed as prohibiting the identification of a
firm or its principal products on a vehicle operating during the normal course of business. This does not include
automobile for sale signs or signs attached to licensed buses or taxis;
(3) Private signs placed in or upon a public right-of-way, except as expressly provided herein;
(4) Any sign that constitutes a traffic hazard or detriment to traffic safety because of size, location, movement,
content, or method of illumination. Any sign that obstructs the vision of drivers or detracts from the visibility of
any official traffic control device or diverts or tends to divert the attention of drivers of moving vehicles away from
traffic movement on streets, roads, intersections, or access facilities. No sign shall be erected so that it obstructs
the vision of pedestrians, or which by its glare or by its method of illumination constitutes a hazard to traffic. No
sign may use words, phrases, symbols or characters in such a manner as to interfere with, mislead, or confuse the
steady and safe flow of traffic;
(5) Any sign or advertising structure or supporting structure that is torn, damaged, defaced or destroyed;
(6) Signs attached to utility poles, trees, rocks or other natural features;
(7) Signs attached to subdivision fences;
(8) Signs attached to benches on public rights -of -way;
(9) Roof signs, including signs painted directly on a sloped or gabled roof surface; strobe lights, lasers; strings
of streamers; and all other signs not otherwise specifically authorized or exempted by this chapter;
(10) Off -premises signs except those expressly permitted herein;
(1 1) Balloons or inflatables attached, anchored or tethered to a roof of a building. [Ord. 3790 § 3, 2006; Code
1970 § 17.05.040.]
17.15.050 Sign illustrations.
To assist in the application of this title, the Community and Economic Development Department shall maintain a
brochure of examples provided to illustrate the purpose, design principles and format demonstrating permissible
signs allowed in this title to assist in the interpretation and enforcement of the sign code. [Ord. 3790 § 3, 2006;
Code 1970 § 17.05.050.]
The Pasco Municipal Code is current through Ordinance 4643, passed March 6, 2023.
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Out of Home Advertising Association of America
Message Points
• Most outdoor advertising promotes local goods and services
Issue Briefs
• Small business relies on outdoor advertising to communicate with customers
• Advertisers who rely on outdoor advertising say they'd lose significant revenue
without billboards
• Small business is the job engine of the economy
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Thrills start at the gate.
Background
Small business depends on outdoor advertising to direct customers to business
locations and to drive sales. Many of these businesses do not have affordable,
effective alternatives to outdoor advertising.
Three out of four businesses using billboards say they'd lose sales if they lost their
billboards. Of those who expected losses, they estimated decreased sales of 18%,
according to a survey conducted by Villanova Marketing Professor Charles R. Taylor.
The top OOH advertisers are 65 percent local and 35 percent national (businesses
and services.) One of the hallmarks of the OOH client base is a broad range of
customers
Four out five of these local businesses are considered "Small and Medium Sized
Enterprises" (SMEs), with fewer than 50 employees. The typical business relying on
billboard advertising employs 35 workers.
Economic Impact: An OAAA Issue Brief
Nationwide, more than 300,000 unique local businesses use billboard advertising;
these local businesses employ more than 9 million people. While billboard
companies directly employ approximately 17,744 workers.
Top Types of Billboard Advertisers by category in 2018
1. Miscellaneous Local Services & Amusements
2. Retail
3. Media & Advertising
4. Restaurants
5. Public Transportation, Hotels & Resorts
6. Financial
7. Government, Politics & Organizations
8. Insurance & Real Estate
9. Schools, Camps & Seminars
10.Automotive Dealers & Services
These key segments of the local economy are part of the broad "voice" for outdoor
advertising, and form coalitions at the local, state, and national level.
The link between travel/tourism and outdoor advertising is strong. One-third of
outdoor ads support the travel/tourism industry, a top employer in most states.
Travel -generated employment equals 7.5 million jobs in America, according to the
U.S. Travel Association.
Plus, tens of thousands of landowners benefit from lease payments for billboards
located on their property, helping pay property taxes, mortgages, and living expenses.
A comprehensive analysis of land parcels in Hillsborough County, FL (Tampa) showed
billboards enhance property values.
Resou rces
"The Importance of the Availability of Billboards to Rural Business," Charles R. Taylor,
Professor of Marketing, Villanova University; testimony to the U.S. House Small
Business Subcommittee on Rural Enterprise, Agriculture and Technology, May 15,
2003
Crews, Carl, Field Marketing Manager, Bob Evans Farms, Inc, letter to OAAA regarding
impact of lost billboards, September 27, 2002
"The Economics of Outdoor Advertising in Local and State Economies," iMapData,
Inc., Washington, DC, 2001
Economic Impact: An OAAA Issue Brief
Congressional testimony of Charles R. Taylor, Professor of Marketing,
Villanova University, "The Importance of the Availability of Billboards to
Rural Business" (House Small Business Subcommittee on Rural
Enterprise, Agriculture and Technology, May 15, 2003)
Chairman Graves, distinguished members of the Committee, thank you for inviting
me to testify today. Over the past fourteen years I have conducted research on
outdoor advertising, its regulation, and its impact on businesses. Today, as you
requested, I will provide you with an overview of how small businesses use billboards,
along with an assessment of the economic impact of billboards on small businesses,
particularly those in rural areas. I will also offer my views on the potential impacts on
businesses in rural areas not having access to billboards.
The Importance of the Availability of Billboards to Rural Businesses
Billboards are a medium that serves a disproportionately large number of small
businesses, most of which are local retail and service businesses. Due to the
effectiveness of billboards allowing businesses to communicate directions and other
types of information to potential consumers at a reasonable cost, they are especially
important to small businesses located in rural areas. In the remainder of this
testimony, I will detail the reasons why billboards are so important to small
businesses, especially those in rural areas. In addition, I will provide my thoughts
about billboards and how they are used by businesses.
In rural areas, billboards predominately serve small, local businesses
A large-scale study of three rural towns conducted in 1995 showed conclusively that
a majority of billboards in small town America serve small local businesses (Lilley and
DeFranco 1995). Fully 90 percent of the billboards in the study contained
advertising for locally owned businesses, and almost all of these (more than 96%)
were for small businesses. Content analysis studies (Taylor and Taylor 1994; Taylor
1997) verify that a large majority of billboard advertisers in rural areas are small,
locally owned businesses. Thus, when we talk about billboards in rural areas, we are
talking about an advertising medium that is dominated by small local businesses.
Billboards provide bottom line value to many small businesses
Access to billboards is vitally important to the ability of many small, local businesses
to compete and stay in business. For small businesses in general, billboards area
low-cost medium that is especially effective in providing high reach and frequency in
a localized trade area. Here, reach is defined as the number of people in the target
audience exposed to the message, while frequency refers to the average number of
times a member of the target audience is exposed to the message. For businesses
that serve local areas or draw their business from motorists passing through an area,
billboards allow large numbers of potential patrons to be exposed to the message at
a reasonable cost. As I will discuss in more detail, for many businesses in rural
areas, billboards may be the only viable media alternative.
Economic Impact: An OAAA Issue Brief
In a recent national survey of billboards that I conducted, the importance of
billboards to businesses, and especially to small businesses was very evident (Taylor,
2001; Taylor and Franke 2003). The findings of this large-scale sample of billboard
users indicate that 82.2% of small businesses that use billboards would lose sales if
they did not have access to billboards. The average predicted loss of sales was over
18% (Taylor 2001). Notably, a large majority of businesses in the travel -related retail
category that consisted of hotels/motels, resorts, restaurants, gas stations and other
businesses that rely on travelers predicted an average loss of 20%.
My national survey findings are also supported by follow-up analyses of samples from
Texas and Missouri. In Texas, 81.5% of all billboard users (both large and small
combined) reported that they would lose sales if billboards were banned, with an
average estimated revenue loss of over 20%. In Missouri, 78% of billboard users as
a whole indicated that they would lose sales, with an average loss of sales of 18%. In
both states, an even higher proportion of small businesses indicated that they would
lose sales if billboards were banned. Given the high average level of losses reported,
it is clear that many small businesses need their billboards in order to survive, as
many businesses do not have margins of more than 18%.
Small Businesses Use Billboards to Provide Information to Consumers
For small businesses, the most common purpose of billboard advertising is to provide
directional information to a place of business for passersby. A 1994 content analysis
study of Michigan billboards that I conducted showed that nearly three quarters
(73%) of billboards contain directional information to a place of business (e.g., "7
miles ahead; "turn left at light"). An even higher proportion of billboards located in
rural areas contained directional information. In the same study, it was shown that
74.2% of billboards in rural areas provide information that is potentially useful to
tourists (Taylor 1994).
In addition to directions, billboards are used to communicate a wide variety of other
types of information to consumers, such as types of products and services offered,
indications of quality, and information on price, convenience, etc. These types of
information help the business to distinguish itself in a way that appeals to the
consumer. The ability to communicate information to the consumer on the product
or service offering is essential to small businesses in attracting consumers and
billboards often provide the only cost effective option in rural areas for reasons that I
will now discuss.
Motorist Information Panels on Highway Right of Ways are Not an
Adequate Alternative to Billboards
My content analysis study of Michigan billboards found that billboards in rural areas
tend to provide more information to consumers and that billboards for companies in
the travel -related retail category (e.g., hotels, resorts, attractions, restaurants, gas
stations) contain more different types of information than do other product
categories (Taylor and Taylor 1994). The need for small businesses in rural areas to
Economic Impact: An OAAA Issue Brief
communicate directional information as well as other types of information to
consumers is clear. While motorist information panels can be designed to provide
limited directional information, the size of these panels generally makes them
ineffective in communicating such information.
In terms of other types of information, state-owned motorist information panels are
completely inadequate for getting the message across to the consumer. For
example, a business wanting to communicate the quality of its product offering might
include cues such as "AAA approved," "AARP," or "100% beef' on a billboard,
something it cannot do on a motorist information panel. Another example would be
providing information on convenience of the product or service, such as "Open 24
hours," "Open Sunday" or "Open 7 days." It may also be critical for some businesses
to provide more nuanced information on their product or service offering such as a
combination gas station and mini -mart stating that it offers "soda and sandwiches"
has handicapped accessible facilities (indicated by a symbol), or has a "Car Wash."
Since motorist information panels do not allow these types if information to be
communicated, they are not a viable substitute for billboards as they only provide
identification information. For many stores or other businesses in hard to find
locations, these panels cannot even provide adequate directional information.
Other Media and On -Premise Signs are Also Not Adequate Substitutes
for Billboards
It has sometimes been argued by critics of billboards that businesses have readily
available alternatives. My research indicates that this is simply not the case, and
that small businesses know it. When surveyed, billboard users in general, and small
businesses in particular, do not rate other media such as television, radio,
newspapers, magazines, flyers, or the internet as substitutes for billboards. They
also do not view on -premise signs as acceptable substitutes for billboards.
There are clear reasons why other media are not good substitutes for billboards.
Traditional mass media such as newspapers, radio and television are much more
expensive than billboards, both in raw dollars and in terms of cost per thousand
exposures. These media are associated with higher waste circulation, meaning that
many people who are exposed to the ad are not potential customers. Flyers are also
an inadequate alternative to billboards in that they are associated with lower
attention level, are ineffective in reaching those passing through an area (as are
television, radio, and newspapers) and are also normally more expensive that
billboards. In fact, commonly available media planning measures consistently show
that billboards are the lowest cost medium on a cost per thousand exposures basis,
both in general and for businesses that serve local trade areas. The internet is also
largely ineffective for local retail and service businesses as the internet by its nature
is an international medium. Finally, on -premise signs are generally not good
substitutes for billboards as their primary function is to identify the business at its
site and not to communicate directions from other locations or other types of
advertising messages.
Economic Impact: An OAAA Issue Brief
While it is generally true that small businesses do not see other media as being able
to replace billboards, in rural areas it is obvious that there are not good alternatives.
The use of mass media in these contexts is a waste of money, and other local media
often do not exist. Even if local media do exist, they normally do not reach a
sufficient number of people in the target market. Hence, many small businesses in
rural areas that do not have access to billboards are put at a distinct disadvantage.
There Are Additional Reasons Why Billboards are Valuable to Small
Rural Businesses
Some additional findings from my 2001 survey of billboard uses shed light on why
small businesses believe billboards are valuable. Small businesses rate billboards
higher than other advertising media on several dimensions. When asked about
various media in terms of their ability to allow the business to communicate
information at a price the company can afford, billboards were rated higher than
other media (local and national television, local and regional newspapers, radio,
magazines, flyers, and the internet) by a wide margin. Similarly, the small businesses
rated billboards substantially higher than all other advertising media in terms of both
their ability to bring customers and to increase sales. Notably, small businesses also
rated billboards high in terms of their ability to reach the company's trade area.
Thus, it is clear that many small businesses understand that billboards are an
advertising medium that provides them with unique benefits. To summarize, small
businesses see billboards as an affordable medium that allows them to
communicate information to potential customers and is effective at bringing in
business because it helps customers.
A Large Majority of the Public Understands the Benefits of Billboards
Critics of the billboard industry have sometimes argued that billboards should be
more heavily regulated because many in the public are opposed to them. In fact, a
recent analysis of 24 major studies of public opinion conducted over the last 30
years shows that a large majority of the American public understands the benefits of
billboards (Taylor 2003). In fact, 85% of Americans believe billboards are useful to
travelers, 82% agree that billboards help business to attract customers, and 80%
believe that billboards create jobs. Conversely, only a minority of the public (21%)
favors bans on billboards. Hence, it is fair to say that the public is not opposed to
billboards, especially when they are being used by businesses to communicate useful
information to consumers. Therefore, it is likely that most of the public would not be
opposed to some billboards being erected in lawful locations in rural areas.
Conclusion
Many rural businesses need access to billboards to be able to attract customers and
compete. Any situation in which billboards are removed from rural areas when they
were previously being used by small local businesses is very likely to be harmful to
those businesses. In fact, lack of access to billboards would threaten the very
existence if numerous businesses in rural areas. Moreover, lack of access to
Economic Impact: An OAAA Issue Brief
billboards in rural areas stunts the possibility of new retail and service businesses
being created. For these reasons, I believe that it is important for Congress to ensure
that small businesses in rural areas that need access to billboards get such access.
Economic Impact: An OAAA Issue Brief
Bou elms
FARMS'
September 27, 2002
OAAA
Kenneth Klein
1850 M Street, N.W.
Suite 1040
Washington, D.C. 20036
RE: Billboards
Dear Mr. Klein
Bob Evans Farms, Inc. owns and operates 500 full service family restaurants in 22 states. Nearly
80% of these restaurants are located on Interstate or major US Highways and consequently
require outdoor directional advertising.
Our use of outdoor billboards for nearly 40 years has confirmed the importance and cost
effectiveness of this advertising medium. Billboards drive sales and generate customer
awareness. Specifically they identify each restaurant location to the traveling customer. We
know they work because we put each billboard to a scrutinizing evaluation each year. In some
cases we test the billboards effectiveness by temporarily covering the advertising copy. The
result being an immediate loss of at least 10% in sales. In other cases we have lost billboards
due to storms or highway construction and have suffered a loss in sales until a replacement
board could be found.
Bob Evans Farms, Inc. has a workforce of more than 40,000 employees and continues to grow.
We have for the past several years been adding 30 new restaurants per year. Over the 40+
years that we have been in business we have had to close a few restaurants due to performance
It has never been easy telling employees the bad news. In terms of sales, profit and the future
growth of our company we need the effectiveness of outdoor billboards.
In conclusion, the most compelling truth about the need for billboards is to have our traveling
customers call us and tell us we need them. Our response has been immediate and fortunate.
do hope that billboards will continue to be viable.
SSinin__ce��rely,
l�r�'`-'
Carl Crews
Field Marketing Manager
BOB EVANS FARMS, INC.
CC/S M
3776 South High Street - Columbus, OH 43207-0863 Tel (614) 491.2225 - Fax (614) 492.4949 www.bobevaue com
Economic Impact: An OAAA Issue Brief
"The Economics of Outdoor Advertising in Local and State Economies,"
iMapData, Inc., Washington, DC, 2001
Economic analyses consistently show that most outdoor advertisements are for local
businesses, and that those businesses employ a significant percentage of the local
workforce. For example, more than 1,000 local businesses use billboards in San
Antonio: those companies employ nearly 45,000 workers.
Studies conducted by iMapData Research, Inc. compiled these specific findings:
i.) Buffalo, NY
79 percent of billboard ads in Buffalo are for local businesses;
76 percent of local advertisers are small businesses that cannot afford other
forms of advertising;
377 local businesses using billboard ads employ 16,080 workers in the
Buffalo area (Erie and Niagara counties).
ii.) State of Delaware
79 percent of billboard ads in Delaware are for local businesses;
83 percent of local advertisers are small businesses that cannot afford other
forms of advertising;
595 local businesses using billboard ads employ 22,120 workers in state.
iii.) San Antonio, TX
74 percent of the billboard ads in San Antonio are for local businesses;
79 percent of local advertisers are small businesses that cannot afford other
forms of advertising;
1,064 local businesses using billboard ads employ 44,956 workers in San
Antonio.
iv.) San Francisco, CA
70 percent of the billboard ads in San Francisco are for local businesses;
84 percent of local advertisers are small businesses that cannot afford other
forms of advertising;
334 local businesses using billboard ads employ 16,926 workers in San
Francisco.
v.) Tampa, FL
74 percent of the billboard ads in Tampa are for local businesses;
79 percent of local advertisers are small businesses that cannot afford other
forms of advertising;
911 local businesses using billboard ads employ 39,092 workers in Tampa.
Economic Impact: An OAAA Issue Brief