The first new digital billboard is finally live in downtown San Jose in front of the Center for the Performing Arts. And — depending who you ask — that either means the future has arrived or it’s the end of the world as we know it.
One thing is for sure, the curved electronic sign on the corner of Almaden Boulevard and Park Avenue is big, bold and sure to stir up controversy now that it’s no longer an abstract notion. A second billboard is under construction on the San Carlos Street/Park Avenue corner of the theater venue.
A digital billboard installed on the corner of Park Avenue and Almaden Boulevard in downtown San Jose advertises a new show at the San Jose Institute of Contemporary Art on Thursday, Oct. 9, 2025. (Sal Pizarro/Bay Area News Group)
Back in February, the city council approved leasing those digital billboards to Orange Barrel Media as well as others at the McEnery Convention Center and parking garages at Market and San Pedro street and Second and San Carlos streets. That was despite years of vocal opposition from a grassroots group, No Digital Billboards in San Jose, which argued against them on several grounds including that they would create light pollution, disrupt the city’s historical character and be bad for local business by advertising national brands. There also was fear that once the door was opened, the city would see no reason not to put digital billboards elsewhere.
Proponents generally stood behind two arguments: the potential for removing other billboards elsewhere in the city and boosting downtown’s vibrancy with a little bit of flash. There’s also about $21 million headed to city coffers over two decades in the deal.
We’ll have to wait and see if either side proves to be correct. For now, the only ads running on the billboard are for downtown arts groups like Broadway San Jose, ICA San Jose and MACLA, plus the San Jose 2026 logo and an ad for Orange Barrel Media. My guess is that some people will complain, some downtown visitors — especially those here for the Super Bowl or World Cup games next year — may be impressed, but the billboards will eventually fade into the background of downtown life.
You’d be surprised how easily that happens. Take a couple of true blighted eyesores like the First Church of Christ Scientist and the burned-out Lawrence Hotel building on San Fernando Street. I know some people are fighting hard to get those properties in shape, but I’d bet most regular downtown denizens don’t even notice them anymore — and out-of-town visitors are probably horrified.
HAPPY HAUNTING: If you haven’t heard, the Bernal Scream is back this year at the Santa Clara County Fairgrounds’ Gateway Hall. The popular haunted house started in 2013 as a backyard Halloween attraction created by father-son duo Abel and Mike Barrera. Abel Barrera died in 2016, but Mike and his adopted brother, Chris Gaspar, brought it back in 2023.
The Bernal Scream opened at the Santa Clara County Fairgrounds with a ceremony Sept. 19, 2025. From left: Santa Clara County Supervisor Betty Duong, Bernal Scream Owner Mike Barrera, Bernal Scream Executive Director of Operations Chris Gaspar, Santa Clara COunty Fairgrounds Management Corp. Executive Director Salene Duarte; and HomeFirst CEO Rene Ramirez. (Photo courtesy PRx Digital)
This year’s event, which runs through Nov. 2, will also give you a good scare for a good cause. Scream Proud, the Bernal Scream’s philanthropic arm, partnered with HomeFirst to provide housewarming kits for homeless people from the Columbus Park encampment who moved into shelters. Scream Proud also is hosting a clothing drive for HomeFirst clients throughout the run at the Fairgrounds.
Get ticket and schedule information at www.thebernalscream.com.
OUTDOOR ADVENTURES: You don’t have to worry about billboards at Martial Cottle Park in South San Jose, which remains one of the last farm-like remnants of the Valley of Heart’s Delight. The ninth annual Fall Festival is set for Saturday, from 9 a.m. to 2 p.m., at 5283 Snell Ave. It’ll have a vendor marketplace, arts and crafts booths, agricultural workshops, live music, historic cars, a pumpkin patch and a pop-up petting zoo.
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When Walter Cottle Lester, who would have turned 100 this year, donated the remaining 287 acres of the family ranch to the state and Santa Clara County, he insisted it not be developed and would instead remain a working farm that could educate people about the valley’s rich agricultural heritage.
While we’re talking autumn agriculture, the Guadalupe River Park Conservancy has its 29th annual Pumpkins in the Park event taking place Saturday at Discovery Meadow in downtown San Jose. There’ll be live performances, food trucks, vendor booths and lots of pumpkins at the fest, which runs from 10 a.m. to 3:30 p.m.
