Freeway advertising similar to Fontana's iconic towering sign on Interstate 15 could be coming to Hesperia's freeway interchanges.
The multi-business signage was discussed at a joint workshop of the Hesperia City Council and the city's planning commission on Tuesday night.
The advertising would be intended to get potential customers off of Interstate 15 and onto Main Street (and possibly Ranchero Road and Highway 395) by advertising both businesses located at the interchange and further into town.
"We would probably look at a class of freeway-oriented businesses, like Wal-Mart, like Target, maybe some downtown restaurants that are scattered throughout the city," Hesperia's Principal Planner, Dave Reno, said Wednesday. "Yeah, it would be oriented to freeway businesses, but also to businesses not on the freeway that could use some of the exposure."
The illustration of the concept shown to the council and committee members on Tuesday depicted an 85-foot tower with spots for three major advertisers and 10 smaller slots further down. (The rendering was only intended to illustrate the basic idea, Reno said.)
The sign could either be owned by the city -- which would only look to recoup its operating costs from advertisers and use the sign to generate sales tax revenue -- or be leased from a private company.
"In many ways, it's kind of like a sign that a city would set up for an auto mall," Reno said. "We could take the concept and apply it a little more broadly."
City staff presented the signage to take the temperature of the council and commissioners, but it's not going to immediately reappear before them as a proposal: Reno's staff has other, more pressing issues to work on first, such as an evaluation of the city's windmill rules.
"We'll see how the commission and council reacts to it when we propose it," Reno said.
The next regular meeting of the Hesperia City Council will take place on Feb. 1 at 6:30 p.m. at Hesperia City Hall, 9700 Seventh Avenue.
Beau Yarbrough can be reached at 760-956-7108 or at firstname.lastname@example.org. Follow us on Facebook at Facebook.com/Hesperia.Star.