How a California entertainment hub has become a battleground over billboards

Inglewood, a city known for its entertainment venues, has become a battleground over billboards. These electronic billboards, installed mostly along medians and above major roadways, have drawn criticism from residents. Dallas Fowler, a longtime resident, described them as "junky, blight, light pollution." Charles Braggs, another resident, echoed these sentiments, stating that the billboards distract drivers and pose safety risks.

The billboards are central to a high-stakes battle over advertising revenue, control of city finances, and political influence. Inglewood, preparing to host the Super Bowl and the 2028 Olympics, launched an exclusive advertising project with WOW Media last year. This project expanded the number of kiosks providing transportation information and ads, resulting in over $30 million in revenue. The city claims this revenue funded pre-kindergarten classes, senior citizen programs, park renovations, and pothole repairs.

However, critics argue that this revenue is less than 1% of the city's $454,000,109 budget. SoFi Stadium, the Intuit Dome, and The Kia Forum recently filed a lawsuit to void the WOW billboard agreement, claiming the city failed to comply with competitive bidding laws. Gerard McCallum, Project Manager of SoFi Stadium, defended the billboards, saying the city's process involved public input.

However, a LA County Superior Court judge rejected most of the entertainment venue's arguments and ruled that WOW's technology exempted it from a competitive bidding process.

The conflict has expanded beyond the courtroom into competing ballot measures. A stadium-supported initiative aims to eliminate much of the digital billboard program, while WOW supports two proposals: a cap on stadium parking rates and a tax on event tickets. Residents, including Fowler and Braggs, argue it's difficult to voice opinions at city council meetings due to their timing. Mayor James Butts defended the current schedule, noting that larger cities hold their meetings in the afternoon.