Renderings in the proposal show a tall digital advertising screen built into a modern, sculptural structure at the edge of a park.
The city projects it could make $10 million a year selling ads. The proposal is still in its early stages, but the idea could help offset budget cuts.
“As we find ourselves in a place where the general fund continues to be challenged, we want to be proactively bringing the board and council ideas,” said Ryan O’Connor, parks deputy director.
The advertisements would function more like public art than traditional billboards.
Officials haven’t identified potential park locations or advertising partners yet but estimate that a 30-year lease agreement at up to 10 parks could bring in approximately $300 million, with officials proposing that 25% of the revenue be directed to the city’s park endowment fund for long-term maintenance.
The proposal was presented Monday to the city’s parks and trails committee. It recommends exploring changes to Dallas’ sign code and asking for residents’ input.
Officials said the structures could provide benefits beyond advertising, including emergency alerts, city messaging, event promotion, wayfinding and Wi-Fi or camera integration.
Some council members expressed support for the proposal, pointing to cities such as Los Angeles as examples of how advertising can generate additional revenue. Others urged staff to proceed cautiously and ensure any advertising is appropriate for city parks and consistent with the Park and Recreation Department’s mission.
City staff will return with a formal proposal but did not set a deadline.