The Rohnert Park City Council Tuesday will consider awarding a contract to a private company that wants to enlarge the city's prominent electronic advertising sign on Highway 101.

The Planning Commission in March approved the proposal by Petaluma-based N2 Holdings, Inc. to build a bigger sign and market it to advertising clients nationwide.

The sign was originally installed in 2003 and paid for by the Dorothy Spreckels Performing Arts Center endowment.

The new sign would be 50-feet-high from the ground to its top. Its screen would be 15-feet high and 28-feet-six-inches wide, somewhat smaller than the company originally proposed.

The arrangement would cost Rohnert Park nothing, staff said. Under the contract, N2 would pay the city $6,000 a month for its use plus a percentage of the revenue.

In 2009, the city brought in $117,000 from the sign and spent $51,000 in operating costs.

--Jeremy Hay