CC - Item 1B - Over-the-Street Banner Sign PresentationOver-the-Street Marquee and Digital
Billboards at City Facilities
Department of Public Works
Options Discussion
Background
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At the April 22, 2025 City Council meeting, Councilmember Dang
requested exploration of a large structural banner over Valley Blvd.
Intended to support City event promotion and public
announcements along a high-visibility corridor.
Mayor Pro Tem Armenta also requested staff explore digital
billboard options at City facilities such as parks and City Hall.
Staff is now presenting options and seeking direction on next steps.
Tensioned Vinyl Banner (Lower-Cost)
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Option 1
Reinforced vinyl or mesh banner tensioned across the
roadway with cables.
Graphics can be changed seasonally or for special
events.
Pros: Lowest cost, rapid deployment, flexible
messaging.
Cons: Shorter service life, limited architectural presence.
$30 - 60K
Tensioned Vinyl Banner (Lower-Cost)
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Structural Marquee (Mid-Range)
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Option 2
Decorative columns with a fixed-span structural frame.
Enhanced durability, architectural character, optional
lighting.
Fits corridors like Valley Blvd.
Pros: Longer service life, architectural presence
Cons: Higher cost, limited messaging.
$200 - $500K
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Structural Marquee (High-End)
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Option 3
Custom steel arch or truss spanning the roadway.
Integrated LED lighting and potential
programmable message panel.
Pros: Serves as a major civic landmark, flexible
messaging
Cons: Highest cost and most complex installation.
$1M- $1.2M
Stand-alone Digital Marquees
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Option 4 — Park Billboard-Style Marquee
Freestanding sign with a static header (“City of Rosemead,” park name) plus
LED message board.
Promotes recreation programs, events, safety messages, and emergency
notifications.
Option 5 — Digital or Architectural Marquee at City Hall
Larger, high-resolution LED display integrated into a monument-style structure.
Supports public notices, Rosemead GO updates, street closures, and major
alerts.
High visibility and long-term value; higher design and installation cost.
$300 - $500K
$600 - $750K
Direction Needed from City Council
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Which type(s) of marquee or billboard structure should
staff evaluate further?
Prefer a corridor identity focus (structural banner /
gateway arch) or a communications focus (digital
marquees at facilities)?
Are there specific locations, design themes, or branding
elements Council wishes to prioritize?
Next steps, including cost development and concept
refinement, will be guided by Council direction.