The city began a public information campaign on Wednesday ahead of the activation of speed cameras intended to reduce dangerous driving along PCH.
The automated system will read rear license plates and generate citations for drivers traveling at least 11 mph over the posted speed limit.
The public information and education phase will continue through the end of September. During that period, the city will update its website, publish information on social media, distribute news releases and notify the public that the camera system is coming.
The campaign will provide residents with information about where the cameras are located, the implementation schedule and the program's safety goals.
City officials said improving safety on PCH has been a priority for decades. Since 2010, more than 60 people have been killed in traffic collisions along Malibu's 21-mile section of the highway.
"People in Malibu have had like a lot of problems the last few years, and it would just be nice to know that people can walk around and be safe in the area without worrying about getting hit by a car," said Clara Cleveland, who works in Malibu along PCH.
In 2023 alone, there were 220 reported crashes on PCH, resulting in 93 injuries and seven deaths, according to a city news release. The Los Angeles County Sheriff's Department identified speed as a primary factor.
Malibu City Manager Luis Flores said the camera program is intended to reduce vehicle speeds and save lives.
"There have been recorded over 60 deaths on PCH throughout the last several decades, and this program would hopefully help us reduce the death toll on Pacific Coast Highway and, of course, would help us improve public safety overall by reducing speeds throughout the city," Flores said. "We've had impact reports done prior to the start of this program that basically indicated that we have about 12,000 speeders on the highway on a daily basis."
Privacy is a top concern for many. Damian Kevitt of the non-profit Streets Are For Everyone and community group Fix PCH says there are safeguards in place.
"A lot of that data has to be deleted within five days. You cannot hold onto any information. You're not allowed to take a picture of anyone's face, it's only the rear of the vehicle where the license plate is," Kevitt said. "The program itself isn't administered by law enforcement, it's administered by a public works department."
When the system detects a vehicle traveling at least 11 mph over the posted speed limit, camera equipment will capture an image of the vehicle's rear license plate and generate a citation.
A 60-day warning period will follow the education campaign. The enforcement phase is scheduled to begin in late November.