CC - Item 1B - Discussion of Over-the-Street Structural Marquee Banner Along Valley Boulevard and Digital Billboard Options for City FacilitiesROSEMEAD CITY COUNCIL
STAFF REPORT
TO: THE HONORABLE MAYOR AND CITY COUNCIL
FROM: BEN KIM, CITY MANAGER
DATE: DECEMBER 9, 2025
SUBJECT: DISCUSSION OF OVER -THE -STREET STRUCTURAL MARQUEE
BANNER ALONG VALLEY BLVD AND DIGITAL BILLBOARD
OPTIONS FOR CITY FACILITIES
At the April 22, 2025, City Council meeting, Council Member Dang requested that an agenda
item be added to discuss the installation of a large structural banner over Valley Boulevard. He
noted that such a banner could serve as an effective tool for advertising City special events and
making key public announcements, particularly given the high traffic volume in that area. He
also referenced other cities, such as Alhambra, which has successfully utilized similar banners as
focal points. Mayor Pro Tern Armenta added that staff should also explore the possibility of
installing digital billboards at City facilities, including parks and City Hall. Staff is now bringing
this item forward for discussion, seeking guidance from the City Council on whether to proceed
with further study and to explore options and approaches for the structural banner and digital
billboard installations.
DISCUSSION
Staff evaluated several types of over -the -street marquee and digital billboard structures. These
options range from economical, event -focused solutions to more substantial gateway features
that reinforce long-term city branding. The following summarizes five representative options:
1. Tensioned Vinyl Banner System (Lower -Cost Option) — This option consists of a
reinforced vinyl or mesh banner tensioned across the roadway using cabling supported by
existing poles or dedicated posts. Vinyl banner graphics can be changed periodically to
promote City events, programs, or seasonal campaigns. This approach offers the lowest
cost and greatest flexibility for short-term installations; however, it provides limited
architectural presence and a shorter service life due to material wear.
2. Structural Framed Marquee Between Columns (Mid -Range Option) — A mid -tier
alternative includes two decorative columns installed on opposite sides of the roadway,
supporting a fixed -span structural frame with a permanent marquee panel. Materials may
include CMU, brick or stone veneer, or powder -coated steel, with options for integrated
lighting and minor changeable message elements. This option provides a more durable
AGENDA ITEM 1.11
City Council Meeting
December 9, 2025
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and visually prominent gateway feature suitable for key commercial corridors, such as
Valley Blvd while maintaining moderate cost.
3. Prominent Gateway Arch or City Identity Marquee (High -End Option) — The
highest -tier alternative is a fully engineered gateway structure incorporating a custom
steel arch or truss spanning the roadway, integrated LED lighting, and opportunities for
the City's seal, logo, or identity branding. Additional programmable display panels may
be included for public messaging. This option serves as a signature civic landmark and
creates a strong sense of place; however, it involves significantly higher design,
fabrication, and installation costs.
4. Stand -Alone Billboard -Style Marquee at a Park — This option involves installation of
a freestanding, ground -mounted marquee sign at a City park. The structure may include a
static identification panel at the top such as "City of Rosemead" and the park's name
such as "Rosemead Park" with a programmable LED message board below. This allows
staff to promote recreation programs, facility hours, community events, safety messages,
and emergency notifications. This option functions similarly to a small "billboard -type"
marquee, offering strong visibility at a single community destination. Costs vary
depending on size, LED quality, and architectural elements.
5. Stand -Alone Digital or Architectural Marquee at City Hall — This option involves a
larger, architecturally integrated marquee located at City Hall or another civic campus.
This could include a distinctive monument base, architectural cladding, integrated
lighting, and a high -resolution LED display. The marquee would serve as a City -
controlled communication tool for Council meetings, public notices, Rosemead GO
updates, recreation programming, street closures, and community outreach. This option
incorporates prominent City branding considerations, has a greater communications
value, and more long-term durability, but requires a higher design and installation costs.
Each option offers varying levels of visibility, branding impact, cost, and long-term maintenance
considerations. Selection of a preferred approach will depend on Council priorities regarding
corridor identity, capital investment, and the intended duration and purpose of the marquee
installation. Staff will continue to refine cost estimates and design concepts based on Council
direction.
STAFF RECOMMENDATION
It is recommended that the City Council discuss and provide further direction to City staff.
FISCAL IMPACT
To be determined once further direction is provided.
City Council Meeting
December 9, 2025
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STRATEGIC PLAN IMPACT
A future project such as this one would align with Strategic Plan Goal C: Infrastructure and
Facilities by enhancing public infrastructure and incorporate more art in public spaces within the
City.
PUBLIC NOTICE PROCESS
This item has been noticed through the regular agenda notification process.
Submitted by:
S tierrez De 25 17:24.03 PST)
Samuel Gutierrez,
Director of Public Works