By Jaylynn Sasano

Outdoor digital advertising screens would still be prohibited in Waikiki, but could soon become a part of the New Aloha Stadium district, two key Senate committees decided this week.

Senate Bill 2353, which would allow outdoor digital advertising screens in the Waikiki and Aloha Stadium districts, runs counter to Hawaii’s rules governing outdoor advertising, such as billboards.

The Senate Committees on Ways and Means and Commerce and Consumer Protection decided Tuesday against allowing digital advertising in Waikiki. But they voted unanimously to allow SB 2353 to proceed and likely cross over to the House next week.

A House companion bill, HB 2569, was assigned to three committees, but failed to get a hearing. So it’s unclear what kind of reception that its Senate companion bill, SB 2353, will face if it goes to the House.

SB 2353 sparked responses from local groups, including the Waikiki Neighborhood Board, which opposes outdoor digital signage in its district.

Robert Finley, chair of the Waikiki Neighborhood Board, told the Honolulu Star- Advertiser that, “we don’t want to see Waikiki turned into Las Vegas strip.”

“We have enough distractions already,” he said, adding that tourists are often “looking left and right already to see the sights.”

“Adding flashing lights is probably not a good thing for that,” Finley said.

He also questioned the energy use of additional illuminated signage.

The Waikiki Neighborhood Board, Finley said, has supported banning illuminated signage in the heart of tourism “for over 20 years.”

SB 2353 would continue to allow outdoor digital advertising in the New Aloha Stadium Entertainment District.

Stadium Authority Executive Director Michael Yadao called the bill a “vital step in ensuring the long-term financial viability and vibrancy of the New Aloha Stadium Entertainment District,” he wrote in testimony in support.

“The ability to authorize and manage digital outdoor signage provides the Stadium Authority with a diversified and sustainable revenue stream,” Yadao wrote.

He added that allowing outdoor digital displays would offer local and national partners “premium placement” while aligning the district “with industry standards for professional sports and entertainment venues globally.”

“Modern digital signage is not just for advertising; it serves as a tool for public announcements, wayfinding and emergency alerts,” Yadao said.

Stanford Carr Development, the company selected to design and build the district, also strongly supports SB 2353.

“Signage, advertising and naming rights are standard features in modern stadiums and entertainment districts,” Carr wrote. “They serve as essential revenue tools to maintain facilities, support events and minimize reliance on public funding — all while enhancing the community and visitor experience.”

Current land use restrictions that prohibit flashing signage, including digital signs, “significantly limit the ability to effectively market and activate the stadium redevelopment,” Carr said.

The Chamber of Commerce Hawaii echoed Carr’s position.

“SB 2353 SD1 aligns with our 2030 Blueprint for Hawaii: An Economic Action Plan, specifically under the policy pillar for Economic Action,” wrote Sherry Menor, president and chief executive officer of the Chamber.

SB2353 “creates the opportunity for advertising and commercial economies that can generate new business activity across multiple sectors,” Menor wrote.

Read the story here.