Sacramento State Digital Sign

FREQUENTLY ASKED QUESTIONS

Why is the University putting
up a digital sign?
The sign is another avenue to promote the University and its various educational, social and community programs. It is also part of the University’s business model to explore new revenue sources to help maintain standards of excellence beyond what state funding and fees alone can provide. In light of recent budget cuts and rising operating costs, many universities have entered into commercial partnerships with business and industry.

What type of sign is it?
It is a new, state-of-the-art, two-sided digital sign that will display advertisements and messages at a rate of eight per 64 seconds. It is not a traditional billboard, and is not like other electronic signs around town. The sign will not feature animation, flashing lights, scrolling or full-motion video.

The sign uses the latest in LED technology to produce clean professional images without the glare and light leakage often associated with previous generation electronic signs. The newest generation of digital signs automatically adjusts to changing lighting conditions which use less energy. 

Where is the sign located?
The sign is on University property at the south side of campus adjacent to the recycling center. It can be seen by Highway 50 motorists. The current view on the south end of campus is Modoc Hall, the Stadium lights and electrical power lines. 

What will the sign be used for?
The sign will be used for commercial advertisements and messages. It will also be part of the California Amber Alert Program and as such, will be accessible to the California Highway Patrol and Caltrans for emergency use. It will alert the traveling public of national and local emergencies, as well as fugitives of the law. The University will also be able to promote and give enhanced visibility to our various programs and services free of charge and in a way that would have been cost-prohibitive otherwise.

How does Clear Channel determine what is an emergency message?
They don’t. Clear Channel Outdoor has a partnership with the FBI and local law enforcement to determine emergency messaging. All emergency messaging automatically overrides paid advertisements. 

How big will it be?
The two sided digital sign is 14 feet high and 48 feet wide, the standard size of most billboards in Sacramento. The entire structure will be 85 feet tall (from the base to the top of the structure) and will show 55 feet above the elevated portion of Highway 50. 

How bright will it be?
Shown next to a standard illuminated billboard, many cannot tell the difference in brightness. This is a new-generation sign that does not produce the glare and light leakage associated with some of the older electronic signs. The sign uses the latest LED technology and features automatic brightness controls that continuously adjust for varying ambient day, night and weather conditions so that it is visible but not overbearing.

Who owns the sign?
The sign is owned, operated and maintained by Clear Channel Outdoors, a subsidiary of Clear Channel Communications. 

Is the university paying for any part of it?
No. All construction, maintenance, and operational costs will be borne by Clear Channel. No University or UEI funds will be used to support it.

Is it a lease agreement?
The contract is a sponsorship and lease agreement with a term of 25 years. This means that through University Enterprises, Sacramento State is granting advertising and related rights and benefits to Clear Channel Outdoor in return for a sponsorship fee. Additionally, for the lease, there is a 'premises base rent' and 'percentage commission’ University Enterprises is the business administrator of this project for Sacramento State. 

What happens after the lease expires?
At the conclusion of the leasing contract, ownership of the structure will transfer from Clear Channel Outdoor to UEI.  

How does this benefit the University?
There are a number of benefits to the campus.  The sign will help identify the University and its location since the Sacramento State name and logo will be prominently displayed on the structure. The University will realize an ongoing revenue stream from Clear Channel through advertisements on the sign. The University will also be able to promote and give enhanced visibility to our various programs and services free of charge and in a way that would have been cost-prohibitive otherwise. The sign will benefit the community since it is part of the Amber Alert system (which has a 97 percent success rate in California) and can also be used by the California Highway Patrol, Caltrans and the FBI to alert the public during emergencies and major incidents as well as local and national emergencies.  

How much revenue will the University receive from Clear Channel?
Clear Channel Outdoor will give the University $750,000 when the sign is completed and will share a portion of profits with the University from advertisements. The total amount the University will receive over the life of the contract is not known since the revenue stream is tied to the financial viability and success of this sign's commercial advertising program. 

How will the money be used?
As with all University Enterprises programs and projects, revenue will be used to help support the University, its educational mission and University Enterprises.

The University President has designated the first $300,000 from the initial payment of $750,000 be used to support faculty development. Specifically, it will be used to help faculty travel to academic conferences and to conduct research. The President is assembling a committee to determine the details and how the revenue will be allocated.

The remaining $450,000 will be used by UEI to support and promote the University and provide services that cannot be subsidized by public funds. All funds will be allocated by the amount given to Clear Channel Communications. 

Who initiated the idea?
Clear Channel Outdoor approached the University about the possibility of placing the sign on campus. UEI, under the auspices of the University President, began deliberations on the project with Clear Channel shortly thereafter. The California Highway Patrol and Caltrans were also involved in deliberations. 

Was there prior consultation with the community?
All pertinent state and local government agencies were consulted, public notices were published, proper permits were secured, and University representatives contacted area neighborhood associations to discuss the project.

Will the sign be an energy drain?
Clear Channel Outdoor has details on the technical specifications on the sign; however, it uses the latest in LED technology and consumes significantly less power than previous generation signs and many standard billboards.

What will be advertised on the sign?
Clear Channel will be responsible for managing advertisements on the sign. However, there will be no advertisements that promote alcohol, tobacco or adult entertainment or establishments. Additionally, exclusive partners of the University (i.e., Pepsi and Java City) will be offered a preferred opportunity to advertise. 

Who will manage the content of the sign?
Clear Channel Outdoor will own, operate and maintain the sign and be responsible for commercial advertising content. Public Affairs will be responsible for coordinating University messages for the sign. See Posting Policy.

Will the sign affect drivers’ behavior or cause accidents?
Accidents occur with or without billboards. The Virginia Tech Transportation Institute (VTTI) study released in early 2004 said that billboards do not significantly affect driver behavior. Lead researcher, Dr. Suzanne E. Lee, concluded that neither visual behavior nor driving behavior changes measurably, even in the presence of the most visually attention-getting billboards.

The AAA Foundation for Traffic Safety has done extensive research on distraction. A major study based on crash data and prepared for the Foundation by researchers at the University of North Carolina said items such as CB radios, billboards, and temperature controls are not significant distractions. (“The Role of Driver Distraction in Traffic Crashes,” pg. 33, prepared by University of North Carolina Highway Safety Research Center, Chapel Hill, NC (2001)

In 1996, the Federal Highway Administration issued a memo that said changeable message billboards are acceptable if allowed by state-federal agreements.