Santa Monica Council Approves Digital Billboard Project

The city approved an animated advertising display for the historic landmarked Junipher Building.

Updated on Oct. 30, 2026 in Advertising

Isometric editorial illustration of a blank display frame mounted on a Mediterranean-style building facade, representing urban development policy. — The Santa Monica City Council approved a 1,000-square-foot digital billboard development agreement at the historic Junipher Building site to bolster city revenue. AI Illustration. Upload story photo >

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The Santa Monica City Council voted 5-1 to advance a development agreement for a 1,000-square-foot digital billboard at the Junipher Building. The deal aims to generate city revenue while encouraging occupancy at the vacant Third Street Promenade site.

Why it matters

The agreement is part of the city's strategy to foster economic recovery by utilizing a designated digital display district. It requires the developer to reserve 20 percent of operating time for public content.

The city will receive an upfront $500,000 payment, with annual payments of $500,000 or 20 percent of gross advertising revenue over a 30-year term. The digital billboard measures 18 feet high by 54 feet wide.

The players

Santa Monica City Council

This is the primary governing body responsible for legislative decisions and land-use approvals in Santa Monica.

Junipher Building

This historic structure, built in 1912 at 1355 Third Street Promenade, has been a city landmark since 2014.

The details

The 1,000-square-foot display will be mounted away from the facade of the 1912 structure to protect its historic architectural features. To accommodate the display, the proposal includes removing two healthy street trees, for which the developer will contribute $23,000 toward removal and replacement efforts.

The Junipher Building was constructed in 1912.
The Junipher Building was designated a city landmark in 2014.
The building became vacant in 2020.
Santa Monica adopted the Downtown Digital Display District ordinance in January 2026.
The City Council voted to advance the billboard agreement on October 27, 2026.

Market Landscape

This project follows the framework established by the city's Downtown Digital Display District ordinance adopted in early 2026. It highlights a broader shift toward integrating modern digital media into historic commercial districts to drive property occupancy.

Residents and visitors on the Third Street Promenade will see the addition of an animated display, with 12 minutes of each hour reserved for public content. The initiative is expected to revitalize the commercial district by filling a vacant property that has been empty for years.

The takeaway

The city's move demonstrates a growing trend of leveraging digital advertising to fund public coffers and incentivize the renovation of aging landmarks. Local residents can expect changes to the streetscape as the city continues its push to convert vacant commercial spaces into revenue-generating assets.