New Braunfels City Council approved the conversion of an existing billboard along I-35 to a new digital format, aimed at enhancing public safety communications, promoting local events and providing the city with advertising opportunities.

Two-minute impact

Christopher J. Looney, director of the planning and development services department, presented the proposal at a Nov. 12 City Council meeting.

As part of the agreement, the city will receive free advertising space on the digital billboard, which will rotate between city-sponsored messages and emergency communications, Looney said..

The city plans to utilize this space to promote:

• Local events
• Hiring campaigns
• Weather updates
• Other important public information

Additionally, the agreement stipulates that the billboard owner, Lamar Advertising, must remove four other existing billboards across the city as a condition of the digital conversion.

The draft agreement indicates all four of these signs must be fully removed before the converted digital one could become operational.

Diving in deeper

The digital billboard will play a role in public safety by serving as a platform for emergency communications, Looney said.

The agreement grants the city, state of Texas and law enforcement access to use the sign for urgent messages, including Amber Alerts, missing persons notices and disaster evacuation information, Looney said.

"These emergency messages will remain in that rotation for 48 hours, unless more or less time is requested, depending upon the nature of the emergency message," Looney said.

What’s next

The city plans to work with Lamar Advertising to finalize the details of the project, Looney said. Once the agreement is finalized, the installation process will begin, but a specific date for construction has not been provided.