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Reno Tahoe USA Twitter Billboard 1The Reno-Sparks Convention and Visitors Authority (RSCVA) regrets to inform that the City of South San Francisco has decided to remove the Reno Tahoe USA simulated Twitter billboard along the 101 North at Oyster Point on Friday, July 30. The billboard has been active since March 2010 as part of the RSCVA’s robust, new marketing campaign, Reno Tahoe USA…Far from expected. To learn about the removal of the billboard, please contact the City of South San Francisco at (650) 829-6601. Bubba, the talking Bighorn sheep and Reno Tahoe USA mascot, was the proud ‘spokesanimal’ of the LED billboard.

Bubba has requested this opportunity to address the separation. Below is Bubba’s letter.

Dear City of South San Francisco,

            As the saying goes, breaking up is hard to do. Writing this letter to you doesn’t eliminate the pain, but it does make the beginning of the separation a little easier. We’ve shared five glorious months together. We’ve laughed, we’ve cried and we’ve even winced a few times at all hours of the day, rain, fog or shine. Our relationship has been transparent – easy for the public to read, never having to guess just how closely and seamlessly we worked together. We were such a great team.

            Admittedly, I knew from the beginning I was far more invested in this partnership than you, and deep down I suppose I realized this day would one day arrive. Did you find someone else to replace me on the coveted billboard? Never mind. Don’t answer that.

            Was it the distance? I know people say long-distance relationships just don’t work, but c’mon, we’re a mere 3.5 hours apart. We wrote frequently (at least twice a day!) and admit it – it was fun.

            I want to believe this letter is hard for you to read and that in sending this I’m hurting you, but the harsh reality is you have been ready to sever this bond for quite some time. Don’t expect me to give up the mutual friends I’ve made. I can’t ignore the love I have for San Francisco. Maybe Sausalito or another quality suitor will be more accepting and understanding of the unique and wonderful qualities I bring to a relationship.

            I will always care about you, South SF. I admire your cool, confident aura. Maybe after some time apart you’ll realize the joy and relief I brought to the motorists stuck in that horrendous traffic.

Thank you for the opportunity to know you. I hope you find someone who will make you happier, but I highly doubt that will ever happen.


Bubba, the Reno Tahoe Bighorn Sheep

Twitter: @RenoTahoe


  1. Okay, I get that you’re going for humor here. But can you please enlighten us – Why was the billboard removed? If it was a legitimate reason, I don’t want to waste their staff time and resources by calling them to complain. But if it was inappropriately taken down, then I would be more than happy to log my opinion with their city. Thank you.

  2. Kristy,
    We have requested a copy of the letter that was sent to the media company, and will provide that information to you as soon as it becomes available.

    Thank you for your support and interest!

  3. Here is the violation: South San Francisco Municipal Code Section 20.76.100(d) prohibits “[a]ny sign with lights or illuminations which flash, move, rotate, scintillate, blink, flicker, reflect, vary in intensity, vary in color, or use intermittent electrical pulsations.”

    To clarify, our Reno Tahoe USA messages were static, LED messages that changed twice a day, every 12 hours.

  4. Thanks for following up. It doesn’t sound like your signage violated the spirit of their code based on the info you provided, unless the change every 12 hours featured some sort of transition. Even then, I don’t think that’s the type of action they’re referring to in the code. Check your contract with the media company and get your money back, or file a complaint with SSF to see if you can get the decision reversed. Usually cities are accommodating when you point out their error.

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