Santa Monica has activated its first digital billboards in nearly four decades, with at least two screens now running above the Third Street Promenade and as many as 16 displays planned overall.
City officials authorized the program to create new advertising income and support downtown revitalization efforts during a period of significant budget strain. Projections indicate the large-format signs could produce millions of dollars each year.
Several residents have voiced strong opposition. Mary Boyer described the screens as oversized and unattractive for a beach town, while Houman Hemmati argued they risk transforming the quiet area into something resembling Times Square.
Shaun Rosenberg acknowledged the revenue goal but questioned the trade-offs, saying the displays could erode the city's established aesthetic and culture. In contrast, resident Bob expressed approval, noting the brightness and size and hoping the signs would refresh the neighborhood.
An early advertisement promoted The People Concern, a nonprofit that assists people experiencing homelessness. The organization received the placement without charge and stated that the free space enables wider outreach without using donor or program funds.
Some locals questioned the decision to feature a homelessness message among the initial ads. The nonprofit clarified it did not pay for the space and that the placement helps raise awareness of its services across Los Angeles.
The city had not responded to inquiries about the program, projected earnings or resident concerns as of the latest reports.
This report is based on coverage by FOX 11 Los Angeles: https://www.foxla.com/news/new-digital-billboards-spark-controversy-santa-monica-after-nearly-40-year-ban