HomeMy WebLinkAbout1993-09-14 - AGENDA REPORTS - SC TRANSIT ADVERTISING POLICY (2)AGENDA REPORT
City Manager Apprc
Item to be presented
CONSENT CALENDAR
DATE: September 14, 1993
SUBJECT: SANTA CLARITA TRANSIT ON BOARD INTERIOR
ADVERTISING POLICY
DEPARTMENT: Public Works
BACKGROUND
The City has been approached by interested parties regarding the placement of on board interior
advertising cards. Transit staff has analyzed the operational and administrative costs to the City
associated with the implementation and maintenance of an on board interior advertising program.
Those costs have been deemed to be negligible.
The City would potentially make on board interior advertising space,. located within existing
overhead display structures, available at competitive advertising rates. The dimensions for each
advertising unit would be 11 inches in height by 36 inches in width. Each revenue vehicle would
carry a maximum of ten advertising units. Latest research indicates the monthly value of each
advertising unit to be approximately $260.00. Currently, Santa Clarita Transit operates a base fixed
route fleet of thirteen revenue vehicles. Therefore, total annual on board advertising revenues, or
trade opportunities, could potentially reach $31,200.00, assuming fazi utilization of the space
available.
The City Manager or his designee would have the authority to "trade" such advertising value, in the
best interest of the City. An example of such a "trade" would be .the placement of on board
advertising for a newspaper, in return for daily delivery of free newspapers for Transit commuters.
A similar example might be the placement of on board advertising for a local bank; in return, the
bank would purchase monthly passes for qualifying customers. A third example of "trade"
advertising would be the placement of on board advertising for a local retail outlet, in exchange for
the retail outlet becoming a pass sales outlet for Santa Clarita Transit. A fourth example would be
trading interior advertising space to businesses that sponsor free ride day promotions or special
discounts to Transit customers. In each case, the value of the on board advertising and the service
or product traded would be equal.
The space within the bus is considered to be a "limited public forum." In this instance, the City
may have the ability to regulate advertising deemed to pose a concern to the health, safety and
welfare of our citizens. Areas which may be controlled include tobacco, alcohol and sexually
explicit materials. Other materials, in most instances, may not be denied in this forum.
APPROVED tr.Item:
On Board Advertising Policy
September 14, 1993
Page 2
Prospective advertisers will be required to submit proposed advertisements to the City Manager or
his designee for review and approval prior to the ads being placed. No advertising will be placed
which has not been approved by the City Manager or designee.
The Transit division views the ability to trade interior advertising space as a critical component of
the Transit marking program. With limited funds available to promote Transit services -and increase
ridership, the ability to trade interior advertising space can greatly stretch these marketing dollars.
Furthermore, the ability to trade interior advertising space can enhance customer services by
providing convenient pass sales outlets, open nights and weekends, and customer amenities that can
further encourage use of the Transit system.
RECOMMENDATION
Adopt the attached Policy pending City Attorney concurrence and direct staff to implement the
necessary administrative procedures.
ATTACEIMENT
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Santa Clarita Transit
On Board Interior Advertising
Policy
The City of Santa Clarita recognizes the opportunity of utilizing its buses for the City's
good. As such, the City will make available on board interior advertising space at
appropriate current advertising rates. The City Manager or his designee shall have the
authority to "trade" such advertising value, in the best interest of the City. In addition,
uncommitted available space may be made accessible to non-profit organizations at no cost.
Prospective advertisers shall transmit to the City Manager or his designee, color copies of
any or all ads proposed to be placed on board Santa Clarita Transit vehicles, for review and
approval prior to the ads being .placed. The City may, in its sole discretion, determine any
proposed advertising to be harmful to the public peace, safety, and health and welfare, such
as advertisements for alcohol and tobacco products. Prospective advertisers shall not be
permitted to place any advertising not approved by the City Manager or designee.
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