Tuesday

06-17-2025 Vol 1994

Julia Reagan’s Billboards to Honor Her Memory Transition to Annual Tribute

For the past year, billboards featuring the smiling face of Julia Reagan have adorned landscapes across the country, a heartfelt tribute from her husband, William Reagan, the founder of Reagan Outdoor Advertising.

As the anniversary of Julia’s death approaches, the company is preparing to take down these billboards, beginning next week. According to William Reagan, about 25% of the billboards will be removed at a time, with the last ones set to be taken down by July 15.

Reagan described this decision as a natural transition marking the end of the one-year memorial. “The one on our building will be the last one to come down,” he said, expressing the emotional toll it will take. “It’s going to be hard for me, because it has helped me. Seeing them perks me up.”

However, the tribute will continue, as the billboards are slated to return annually. Reagan plans to put them back up two weeks before Memorial Day each year, remaining in place for 30 days to honor Julia’s memory.

Originally designed as a quiet tribute, the billboards gained unexpected traction online, sparking memes, social media discussions, and widespread curiosity.

“It was an unexpected consequence that I was not unhappy about, but it was never intended to be that,” Reagan reflected. “It was just to memorialize her and honor her.”

Throughout the year, these billboards sparked spirited debates, inspired Halloween costumes, and even found a place in the artistic expression of drag queen Trixie Mattel’s “Solid Pink Disco: Blonde Edition” tour.

Bryant Heath, an engineer and columnist who documents unique sites in Salt Lake City, has closely followed the phenomenon. Heath has collected at least 98 photographs of Julia Reagan’s billboards for a personal project before they disappear.

Cyclists have also reached out to Heath to inquire about the locations of the billboards, hoping to chart a bike route that allows them to visit each one before they are taken down.

“My personal favorite of her billboards is just east of Interstate 15 on 600 North,” Heath noted. “You can see the capitol clearly and the rolling verdant Wasatch Mountain foothills. Just a very pristine and scenic spot for our beloved Julia.”

Reagan originally installed 300 billboards featuring Julia across the seven states where Reagan Outdoor Advertising operates, which include Utah, Texas, Nevada, Minnesota, Iowa, Indiana, and Tennessee. Heath has confirmed receiving images of the billboards from at least five of these states.

Every year, Reagan intends to bring back the 300 billboards. If one location is sold, he plans to move Julia’s image to another spot to maintain the tribute’s visibility and consistency.

Featuring a variety of sizes, colors, and shapes, photos of the billboards all showcase the same key elements: Julia Reagan’s visage, her name, and an assortment of messages. Some read, “Cherished In Life, Honored In Memory,” while others say simply, “We Will Miss You.”

While Reagan is uncertain about how Julia would have reacted to the sudden fame, he believes she would be touched by the outpouring of public affection.

“She’s shy, so she’d have the reaction of a shy person to it, but certainly everyone enjoys being thought well of and being admired,” Reagan speculated. “And she worked very hard all her life on social issues. She would be flattered more so than happy.”

Reagan had previously used billboards to honor Julia on special occasions, such as her birthday, but this tribute marked a significant public response. He felt it was a fitting way to honor their lifelong partnership.

The couple’s love story began when Reagan unexpectedly attended a Jewish party shortly before Hanukkah, where he met Julia.

“I looked around the room and saw this lady standing there who was the most attractive in the room,” Reagan fondly recalled.

After five dates in three weeks, the couple eloped on December 26, 1965. Julia passed away at the age of 81 on June 12, 2024, following a life filled with love and shared interests, including travel and dancing.

William Reagan has initiated a wrongful death lawsuit against the University of Utah’s hospitals, alleging medical negligence contributed to Julia’s death. The university has filed a motion to dismiss the case, which is still ongoing.

Throughout their time together, Julia and William were devoted to one another and loved dancing, often participating in Salt Lake’s Third Saturday Night Dance Club.

They had a promise to each other to always find a chance to dance, no matter where their travels took them.

For William Reagan, the billboards represent his steadfast commitment to keeping Julia’s memory alive, ensuring that she is never forgotten.

“It wasn’t for people that knew Julia,” he remarked. “Most people didn’t know her. It was just to honor Julia.”

image source from:https://www.sltrib.com/news/2025/06/13/julia-reagan-billboards-come-down/

Abigail Harper