Inglewood’s flashy digital billboards could hit the ballot this fall

This story first appeared on The LA Local.

Jacque Langston was driving down Manchester Boulevard in Inglewood when he came face-to-face with an odd sight: sea creatures floating across one of the city’s new, spiraling digital billboards. 

“Why am I looking at jellyfish? That has nothing to do with me,” said Langston, an Inglewood native. For Langston, the video billboards that have come to dominate stretches of Inglewood’s major roads are a square peg in a round hole.

“The city has never been touched like that,” Langston said. “Now you’ve got a mini-Vegas.” 

A digital billboard is seen on La Cienega Blvd. at Florence Ave. in Inglewood on April 18, 2026, in Los Angeles.

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Dania Maxwell

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The LA Local

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Video billboards have proliferated in Inglewood in recent years, targeting the influx of people driving into the city for concerts and sporting events at SoFi Stadium, the Intuit Dome and the Kia Forum. 

Last summer, though, they became a flashpoint for a series of lawsuits that revealed fractures in the once-close relationship between the city and its major entertainment venues. The various parties are now fighting over lucrative advertising territory as major international sporting events approach.

That legal drama — reported last week by The LA Local — also threatens to undo the contract that underpins SoFi Stadium’s financial relationship with the city. 

Langston and other Inglewood residents might get a chance to weigh in on the billboards in November’s election, due to a proposed ballot initiative that would bar most advertisements on public streets. But that ballot initiative itself has now prompted its own potentially costly legal fight involving the city, which receives a steadily increasing stream of revenue from billboard companies, and people with ties to the billionaire-owned stadiums.

Meanwhile, the bright LED video screens have divided local opinion. 

Vanessa Cowan, an Inglewood resident, said the gleaming screens are a sign of progress in the city. “I like them,” she said. “It has a different look.” 

A person walks past a digital billboard on Prairie Avenue in Inglewood on April 18, in Los Angeles.

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Dania Maxwell

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The LA Local

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Khnum Alexander, owner of Swank Men’s Fashion on Manchester, called the billboards “monstrosities” and said advertising on the screens is too expensive for small businesses like his. He also questioned the new, twisting screens that billboard company WOW Media has recently begun to install in groups of three across the city.

“Do we really need more?” he asked. 

Down the street from Alexander’s menswear store, EZ Will Driving School owner Will McDaniel felt differently.

“I’m all for it,” McDaniel said. “People are afraid of change. Change to them feels awkward.” 

If city leaders have their way, the Billboard Blight Elimination and Neighborhood Preservation Initiative won’t make it to voters this fall.

“What is packaged as an initiative by and for Inglewood residents appears to be a product of avaricious puppeteering by a billionaire developer,” lawyers retained by the city wrote in a March 4 court complaint filed in an attempt to block the initiative. 

That developer, the city’s lawyers contend, was SoFi Stadium owner Stan Kroenke. Attorneys later amended the complaint to include Intuit Dome owner Steve Ballmer.

“Voter suppression”

In February, Inglewood resident Shannon Roberts filed to circulate a petition to prohibit commercial billboards on public streets, sidewalks and medians. The petition, a step towards getting the billboard initiative on the ballot in November, also seeks to prohibit business arrangements for the city to profit from billboard deals. 

“Public spaces belong to people, not billboard companies,” Roberts wrote, adding advertising should instead prioritize public safety messaging, such as emergency alerts, not advertising for profit.

“Inglewood should not be for sale to billboard companies for decades at a time — especially when such arrangements permanently alter the character of our beautiful city and erase the legacy of those who fought to preserve our neighborhoods,” Roberts wrote.

Roberts did not respond to a request for comment. When The LA Local reached out to her lawyer, a veteran campaign spokesperson responded.  

John Shallman has been a consultant in Southern California politics for decades and formerly worked for the Clippers when they moved to the Intuit Dome. 

He is now working with Roberts to get the anti-billboard initiative on the ballot; their website and campaign are called Inglewood Not for Sale.

He said he’s never seen a city sue one of its residents over an idea they’re attempting to put before voters.

“It’s voter suppression,” Shallman told The LA Local. “You can run a campaign against it, but trying to stop it from getting in front of citizens at all, that’s a big red flag. We’re all about voter empowerment. They’re the public’s streets, parks and medians. They control how they’re used and how they’re sold.”

Inglewood Mayor James Butts did not return a request for comment. The city’s lawyers argued in court filings that the initiative shouldn’t be allowed to go before voters because it would unconstitutionally restrict speech, lay out illegal zoning guidelines and hurt the city’s contract with WOW Media, the company that controls many of Inglewood’s billboards. 

Shallman believes that the Inglewood City Council cut a bad deal in April 2025 with WOW Media when the city approved a 20-year contract, which can be extended for decades. “It’s sort of biblical in its length of time,” he said. “The city decided that the profit of one company is far more important than the residents who will have to live with these billboards.”

The campaign has already collected several thousand signatures, Shallman said. 

Shallman dismissed the city’s accusations that the coalition he works with does not authentically represent Inglewood’s residents. Though Roberts’ name is on the initiative, the filing fee was paid for by Gerard McCallum II, a longtime associate of Hollywood Park.

Shallman said the initiative is raising money from all sorts of supporters, including those tied to the Rams and Clippers professional sports teams.

“You’re talking about an insignificant sum of money that pales in comparison to the hundreds of thousands of taxpayer dollars that will be spent to sue this Inglewood resident,” Shallman said of the filing fee.

Inglewood’s November election could be packed

WOW Media is opposing the billboard initiative through its own campaign, Inglewood Residents for Stadium Accountability. 

CEO Scott Krantz wrote in a statement to The LA Local that the billboard initiative, which does not include stadium billboards, would deprive the city of up to $2 billion in revenue over 40 years.

“The stadiums share none of their advertising revenue with Inglewood residents. We trust the people of Inglewood to see the stadium owner billionaire’s scam for exactly what it is,” Krantz wrote.

Krantz and Inglewood Residents for Stadium Accountability are also backing a pair of initiatives that could have a big impact on stadiums’ bottom line: The initiatives seek to remove admissions tax caps for large venues and limit how much some parking lots can charge during major events. 

Longtime Mayor Butts is also up for reelection in November, as are Councilmembers Gloria Gray and Alex Padilla and a few school board members. 

Wherever the votes land, Inglewood’s rapid transformation doesn’t appear to be slowing down. 

“Times are changing around here,” said Rick Todd, who sat at a table on Manchester Boulevard on Thursday, selling jugs of soursop tea. Up the street, a video billboard flicked between an Inglewood police recruitment poster and an ad for “The Devil Wears Prada 2.” “This goes along with it.”