There’s an electronic billboard in Manteca’s future.

Craig Realty – the firm that is in the process of bringing upscale outlet stores to The Promenade Shops at Orchard Valley – plans to install an electronic billboard as part of the Manteca Lifestyle Outlets project.

Unlike the ill-fated Spreckels Park electronic billboard representing a $1 million investment at the time that was owned by a firm that wasn’t familiar with the area and had an extremely limited success at selling space, Craig Realty owns a firm that specializes in the electronic advertising boards.

They also have a built-in clientele as a number of the stores that locate in the various outlet centers that they operate like advertising on such billboards.

The electronic billboard is poised for somewhere along the frontage with the Highway 120 Bypass that has in excess of 70,000 vehicles pass by a day.

The billboard – similar to ones along Highway 99 in Turlock and Business 80 in Sacramento at Cal Expo – will be built and operated within a framework set by Caltrans. The Spreckels Park billboard was exceptionally difficult as it needed special Caltrans permission due to the rise in the Highway 99 crossing of Yosemite Avenue plus nearby trees that created a sight line issue.

The height of the Spreckels Park billboard also generated light pollution issues for several residents residing in the El Rancho Mobile Home Park directly across from the Spreckels Park sign that was along Highway 99. The sign’s owner had to tone down the illumination as a result of complaints.

The Craig Realty electronic billboard won’t be as high and isn’t expected to be a visual issue for residents north of the Highway 120 Bypass.

When the Orchard Valley sign is in place, it will be the only state-of-the-art electronic billboard on a major freeway in San Joaquin County.

Craig Realty is expected to eventually have up to 50 outlet stores. The first stores are targeted to open this spring.