The Real Deal Miami

Digital billboards could top three Miami buildings

April 09, 2012 04:30PM

Billboards could be coming to these buildings, from left: Children's Museum, Knight Convention Center and the Gusman Theater

Desperate for cash, Miami is weighing adding giant, revenue-generating LED billboards to the top of three public buildings, including the historic Gusman theater. The initiative is the latest in a series of moves the city has made to earn income by relaxing the county’s long-held laws against electronic advertising signs. Last year, city commissioners allowed such billboards along Interstate 95 in addition to the advertising exceptions allowed in the AmericanAirlines Arena.

Now, Miami is considering allowing digital ad signs to be placed on top of three city-owned structures: the Gusman theater, the Children’s Museum and the Knight Convention Center. The revisions to county law that prohibit such ads, may include allowances for billboards along the Miami River and PortMiami.

Despite opposition from preservationists, proponents of the billboard allowances point out that while they may alter historic buildings, the signs generate revenue that can keep the financially troubled buildings open and operating. [Miami Herald]