This case involves a lease dispute over an outdoor advertising space. The owner of the billboard, a prominent outdoor advertising company, rented out a billboard to the plaintiff for an 18 month period. During the first 2 months of the lease, a local municipality zoned the property to build a tourist plaza. In response to anticipated foot traffic to the area, the outdoor advertising company increased the billboard rent but the plaintiff terminated the lease. An expert in commercial property valuation was sought to perform a rental market valuation and review case documents to determine whether or not the initial rental increase was reasonable for the billboard rental market.