Along Route 3, a billboard boom

“It helps me generate revenue to cover the taxes on the property,’’ he says. “It’s a way to cover the cost of doing business in this state, which is a lot more expensive than others.’’

New York-based Splash Media Group is contracted to sell ad space on the billboard. Doyle then receives a percentage of the ad revenue. He is not the only beneficiary, however; the city of Lowell collects additional property tax on the space.

It’s an idea that seems to be catching on up and down Route 3, with towns such as Chelmsford and Tyngsborough getting into the game as well. Financially strapped communities are cashing in on their prime roadside real estate, participating in billboard projects that benefit the advertiser, owner, and town.

In Chelmsford, three billboard installations were approved at the October Town Meeting. Two of the boards sit on town-owned land, which means Chelmsford will garner a higher percentage of the advertising revenue. For the third board, which sits on land owned by a church, the town will receive a share of advertising revenue, plus increased property taxes on the space. All told, the town expects to collect $100,000 annually.

Tyngsborough’s Route 3 billboard is under construction, and will be the first in the community, despite the fact that the town spans three exits on the heavily traveled highway. Local resident Walter Erickson proposed the idea to build the board on his land, and then worked with selectmen to create a package that was advantageous for all involved. The town now stands to take in $20,000 per year in property tax on the space, in addition to 2 percent of advertising revenue.

Some residents have wondered whether the unsightliness of having a billboard is worth the money.

“Some townspeople wanted to know whether the sign would be intrusive, and what type of information would be on it - those kinds of general questions,’’ said Tyngsborough Selectman Rich Lemoine, who, as chairman of the town’s Economic Development Committee, helped steer the project with Erickson. “Walter spoke to each question and provided information to people until they were made to feel comfortable.’’

Cohen thinks appearance won’t be an issue when it comes to the new Chelmsford billboards, since they will only be seen from Route 3.

Doyle says his billboard will be minimally invasive as well.

“Billboards are OK to put in environmentally sensitive areas,’’ he said. “There is no real impact, other than creating shade, which is good for wetlands.’’

In Tyngsborough and Lowell, the new billboards also will offer more than just property tax and/or ad revenue. Erickson’s sign is being wired to carry an electronic message board for amber alerts. Doyle, a lifelong Lowell resident, is providing the city with approximately $30,000 worth of ad space on his board to be used for local promotional efforts.

“I believe this offers more real value,’’ he said. “Ad revenue from the board is a finite amount. This way, they can generate attention and draw crowds to events and attractions. Spread the message, and the revenue will follow.’’

Doyle mentioned the Lowell Folk Festival, Lowell Winterfest, and COOL - the Cultural Organization of Lowell - as potential beneficiaries of the arrangement.

Proponents say these three communities have found a way to bring in money by developing very little space. According to Cohen, it’s a sign of the times.

“Given the economic situation, Chelmsford, like many towns, had to look at new options,’’ he said. “Billboards on Route 3 have arrived, and we want some of that revenue for the town of Chelmsford.’’

In Tyngsborough, Lemoine sees the bigger picture.

“We see this as a sustainable project which will create funding now and in the future,’’ he said. “Hopefully, as the town’s residents drive by, they can see it and know that it is giving back to the community.’’