Approximately a quarter of a century ago, Scenic Nevada began a crusade to reduce the billboard and sign clutter blighting the city of Reno and blocking scenic views. Last December, the organization’s persistence paid off.

On Dec. 14, 2025, the last remaining banked billboard permit in Reno officially expired, marking a historic milestone: under current city codes, no new billboards — static or digital — can be erected anywhere within the city limits.

A change for the better: The photo at left shows the view with an obtrusive billboard dominating the scene. The photo at right shows the view at the same site, but after the billboard’s removal.

This moment has been 25 years in the making.

In 2000, Scenic Nevada authored a ballot initiative to ban billboards in Reno. Voters overwhelmingly approved it, signaling a clear desire to protect scenic views and neighborhood character. Yet despite the public mandate, subsequent actions by the Reno City Council allowed new billboards to continue appearing. When an existing billboard was removed, advertising companies could either relocate it elsewhere in the city or “bank” the permit for future use.

At the time of the vote, Reno had 278 billboards. That number later grew as a result of annexations, and in 2012 the city went further — approving digital billboards while banked permits quietly multiplied. By the time Scenic Nevada took the issue to court, 67 banked permits remained.

After years of litigation, public advocacy, and pressure from members of the community, the city enacted a ban on new billboards, including digital ones — leaving only the banked permits as exceptions. Crucially, each permit was assigned an expiration date if it went unused.

Now, the final permit has expired.

According to city records, 201 legally permitted billboards remain in Reno today. Those signs can stay until their owners choose to remove them — but when they come down, they are gone for good. No new permits can replace them.

This is what long‑term scenic conservation looks like. After 25 years, Reno’s skyline — and its future — looks different because dedicated citizens refused to give up. Scenic Nevada’s success is a powerful reminder that protecting scenic beauty requires patience, vigilance, and community support — and that it does work.