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Table 2 — Digital Billboard Development Standards <br />Maximum Sign Area/Face <br />As Allowed by CalTrans <br />Maximum Number of Faces <br />Two (2) <br />Maximum Height <br />As permitted by CalTrans(l) <br />Spacing Between Billboards <br />1,000 Feet (2) <br />Number of Vertical Supports <br />One (1) Vertical Support 0) <br />Notes: <br />1) Measured from nearest adjacent curb level on the site on which the sign is constructed. <br />2) The minimum separation between billboards shall be one thousand (1,000) feet or standards <br />established by the CalTrans in effect at the time the permit is issued, whichever is greater. <br />3) Only one architecturally concealed vertical support. <br />2. Digital Banners <br />A. Site Location <br />a. The City and the Company have identified four potential (4) digital banner as locations <br />within the City targeting residents and local traffic. The City maintains the right to <br />eliminate, substitute or add locations at its own discretion, provided that the placement of <br />any new or substituted locations is mutually agreed upon by the Parties. Any additional <br />locations are subject to approval of the City Council. A listing of the potential locations is <br />included in Table 3, Digital Banner Sites Considered for Development, below. These <br />selected locations for digital banners have the potential to ensure optimum return on <br />investment through an effective marketing strategy. <br />b. Selected street digital banner locations shall not be limited to a determination of the sites <br />with maximal revenue generating potential based on visibility along City streets and dwell <br />time near the digital banners but shall also take into consideration environmental and <br />aesthetic impacts, assurance for the adherence to City's requirements and compliance with <br />all rules and regulations for electronic signs adopted by the Federal Highway Administration <br />and the United States Department of Transportation and any other applicable regulations. <br />c. In addition, the Company shall take into consideration any input and address any concern <br />from local associations and special interest groups for the proposed locations of the digital <br />banners and to work cooperatively with local associations and special interest groups. <br />d. Before the commencement of demolition, construction or development of any structures, <br />digital banners or other work of improvement upon an Advertising Site, the Company shall <br />perform a Complete CEQA Review, subject to final approval by City. The Company shall <br />be responsible the preparation of an Initial Study in association with the freeway digital <br />Page 21 of 31 <br />