Planning Commission to hear plan for LED billboards at Costa Mesa’s Triangle Square

Costa Mesa Planning Commissioners on Monday will consider a plan to install 2,600 square feet of LED billboards at Triangle Square — an attempt to attract ad revenue to a retail center whose historic occupancy struggles have compounded during the pandemic.

Commission discussion of the controversial project has been repeatedly rescheduled, from April 2020 to May, then to July, September, November and, finally, Monday evening.

Three electronic signs — a 1,200 square-foot wraparound billboard for the plaza’s signature dome, and two panels comprising nearly 1,500 square feet — are part of a planned signing program that would include other upgrades and installations throughout the property, nestled among Newport Boulevard, Harbor Boulevard and 19th Street.

Changes would be incorporated into a 30-year development agreement with Costa Mesa that would supersede a city ordinance prohibiting electronic signs with changing copy and those containing flashing, moving or intermittent lighting.

The agreement offers the city 25% of gross advertising revenue earned by the signs, an estimated $500,000 annually, starting in the third year and through the life of the agreement. A new owner would be obligated to carry out those terms.

City officials would also be able to govern aspects of the sign’s content and displays, prohibiting obscene or adult content, and would be entitled to use the signs to disseminate civic information.

Owner Tyler Mateen, who purchased the center in 2017, has said ad revenue from the LED billboards would help buoy the center, which has labored to keep tenants and has reduced rents during pandemic closures.

“[This will generate revenue for the center that’s already struggling,” Mateen said in an Oct. 14 community outreach meeting held virtually. “The revenue will be split between us and the city and help us both.”

He estimated, with work, the signs could bring in $1.5 million to $2 million annually.

However, to the many residents ardently opposed to the project — who’ve compiled complaints in a petition with more than 550 signatures — the proposed LED billboards would constitute a dangerous distraction to drivers in an already congested area.

“Putting those three signs up creates a risk to life in Costa Mesa,” former Costa Mesa City Councilwoman Wendy Leece said Friday.

A similar, smaller proposal was brought to the city by a previous owner a decade ago and was ultimately denied. Petitioners like Leece are not so sure they’ll see a repeat this time around.

While many residents have submitted public comments opposing the plan, the development agreement has garnered support from the center’s proprietors, real estate professionals and the Costa Mesa Chamber of Commerce, headquartered at Triangle Square since last February.

In a Jan. 31 letter to commissioners submitted as a public comment Thursday, Chamber President and Chief Executive Carla Valenzuela said the city and plaza owners had a unique opportunity to capture the attention of, and deliver messaging to, the busy corridor directly outside the center.

“The revenue that advertising dollars would bring the Triangle is important income that will help with their financial survival and revitalization of the area,” Valenzuela wrote. “As our retail economy changes, we must help our businesses persevere and adapt. This is one way the city can help the Triangle accomplish just that.”

A virtual meeting of the Costa Mesa Planning Commission takes place Monday at 6 p.m. For information on how to participate, visit costamesaca.gov.

Support our coverage by becoming a digital subscriber.