The Coeur d’Alene City Council approved a variance allowing Lamar Advertising, a $13 billion company, to relocate and digitize a two-sided billboard from Northwest Boulevard to 3119 N. 2nd Street. The 4-2 vote granted exceptions for height and proximity to residential zones, sparking debate over undue hardship, corporate influence, and community impact. While supporters highlighted the benefits of digital billboards for public safety messages, critics raised concerns about light pollution, traffic hazards, and the fairness of billboard-specific variances. The council also discussed revisiting ordinances to make the relocation process more business-friendly.
Coeur d’Alene Approves Controversial Lamar Billboard Relocation Despite Public Concerns
In a contentious vote, the Coeur d’Alene City Council approved Lamar Advertising’s request to relocate and digitize a two-sided, 300-square-foot V-shaped billboard from 1621 Northwest Boulevard to 3119 N. 2nd Street, adjacent to Government Way. The decision, which passed 4-2, has sparked criticism over potential conflicts of interest, public safety concerns, and the broader impact of digital billboards on the community.
A $12 Billion Company Seeking Special Treatment?
Lamar Advertising, a national billboard giant with reported revenues of $12 billion, argued that the relocation was necessary due to site restrictions and safety standards. However, some residents and council members questioned why a corporation of this size needed a variance when other businesses must adhere to strict zoning regulations.
Public testimony revealed additional concerns, with local resident Jeff Connaway criticizing the council for allowing billboard companies to receive variances that other businesses, such as small sign owners, are denied. He also pointed out that the proposed digital billboard would be significantly larger and brighter than any nearby business signage, potentially disrupting the neighborhood’s character.
Conflict of Interest Allegations and Community Concerns
Further complicating the matter, Councilmember Christie Wood cast a vote in favor of the relocation despite her husband’s long-time employment as an account executive at Lamar Advertising. While Wood denied any conflict of interest, some residents have raised concerns about the impartiality of the council’s decision-making process. During the last election cycle, she and Dan Gookin shared space on a Lamar billboard located on NorthwesW Blvd.
Councilmembers Kiki Miller and Amy Evans, both of whom voted against the proposal, expressed their reservations about Lamar’s claim of “undue hardship” and the long-term impact of digital billboards on Coeur d’Alene. Miller specifically cited concerns over nighttime visibility and driver distraction, calling digital billboards “hazardous” in certain locations.
Billboards vs. Community Values
As highlighted in The CDA News, the city has long debated the role of billboards in Coeur d’Alene’s landscape. The publication previously reported that electronic billboards can be a distraction to drivers, contribute to light pollution, and diminish the city’s natural beauty. Coeur d’Alene has historically limited billboards, with only eight off-premises signs currently permitted within city limits.
Critics argue that allowing more digital billboards contradicts the city’s commitment to dark sky preservation and community aesthetics. While Lamar has pledged to use some billboard space for public safety messages, opponents remain skeptical about prioritizing corporate interests over local values.
What’s Next?
Following the approval, some council members, including Miller and Evans, have suggested revisiting the city’s ordinance on billboard relocations. Others, like Councilmember Dan Gookin, noted that billboards, massage parlors, and liquor stores are among the few businesses in the city that require special permission to relocate—a process he believes should be streamlined.
As Coeur d’Alene moves forward with this decision, residents and businesses alike are left questioning whether billboard regulations truly serve the public interest or if they primarily benefit large corporations like Lamar Advertising.
Watch to see who is on the billboard during election season. Evans, Miller, and Gabriel will be on the ballot in November. Evans and Miller were the only “No” votes on the matter.