The $2 Billion Fight: Why Inglewood Residents Are Saying “Not This Time, Kroenke”
By Dr. Gloria Zuurveen
The Southern Truth is that the people of St. Louis learned the hard way what can happen when billionaires and powerful sports interests control the economic future of a city. They trusted the process. They trusted promises. And in the end, they watched the St. Louis Rams pack up and leave while their city was left holding the emotional and financial damage. Years later, after lawsuits and courtroom battles, the NFL and Rams owner Stan Kroenke agreed to a historic $790 million settlement with St. Louis over the relocation of the team to Los Angeles. That settlement was not charity. It was the price of a city standing up and saying enough is enough.
Now the people of Inglewood are watching another battle unfold — not over a football team leaving town, but over who controls billions tied to the future revenue of this city through the WOW Boards.
Stan Kroenke. Photo by Gloria Zuurveen
The Southern Truth is that some residents believe the same spirit that hurt St. Louis is now hovering over Inglewood.
Back then, the billboard concept reportedly was not considered valuable enough to pursue seriously. But now that WOW Boards have demonstrated the power to generate massive revenue for the City of Inglewood — revenue supporters say could reach nearly $2 billion over time to help fund critical city services — suddenly the fight is on.
And the people are paying attention.
Residents who once signed petitions are now asking for their names to be removed after learning what may truly be at stake financially for the city. Many say they were never fully informed that the initiative could potentially redirect billions away from Inglewood’s long-term economic benefit.
That changes everything.
This is no longer just about signs, steel, or advertisements lighting up the skyline. This is about economic control. This is about whether the people of Inglewood maintain ownership leverage over what rises from their soil — or whether private billionaire interests ultimately gain control over another massive revenue stream connected to this city’s growth.
Supporters of the city’s position argue that Inglewood leadership is standing firm because it understands a lesson St. Louis learned too late: once leverage is lost, communities can spend years in court trying to recover what they already gave away.
And unlike St. Louis, Inglewood residents believe they still have time to stop history from repeating itself.
The Southern Truth is that the people are no longer asleep.
They understand the value.
They understand the stakes.
And they are not backing down.
