Opinion/Editorial by Robert J Anderson
Publisher – Lehigh Acres Gazette
Should our community’s red fire trucks and ambulances be transformed into rolling billboards?
Interesting question isn’t it?
It is not too farfetched an idea. Recently, the city council of Baltimore, Md., passed a resolution authorizing the sale of advertisements on municipal fire trucks. It turns out this is a pretty hot issue that came up when the city made the decision to close down three stations due to budget revenue shortfalls.
Baltimore City Council Member William Welch thought of the idea. The idea is but one of many considered by financially strapped municipalities, fire districts, transit systems and even school districts seeking to find alternate revenue sources. Welch said he believed revenue from advertisements could save the closing of the three stations or prevent similar actions need in the future.
Other areas throughout the country either are exploring or have implemented “cutting edge” advertising programs enacting legislation allowing pizza chains to place ads on school buses, so why not fire trucks, Welch proposed. Messages on fire trucks are not without precedence. The city of Phoenix, Ariz., places “safety” messages provided by local health providers on municipal fire trucks. Proceeds from these “message space” sales go to charities run by the city’s firefighters’ union helping fire victims, children and the city’s poor.
Although recent economic downturns have compelled many government entities to seek radical and alternative revenue-producing programs, well before the recession, entities such as the Littleton, Mass. Police department created a unique advertisement program. Ads obtained from a local supermarket were place on police vehicle fenders and trunks. Revenue collected was channeled toward purchase of additional police cars.
Some people do not care for the term “advertisement.” Therefore, the practice for re-naming public buildings for corporate sponsors has come into practice during the past 20 years or so. What’s the name of the local arena down in Estero? Unfortunately, the number one entity typically renamed for corporate sponsors is some type of stadium or entertainment venue. Doubt seriously if any local fire station would qualify.
Yet, municipal transportation entities have been offering “bus” advertising since, well, since before buses became buses and were actually horse-drawn streetcars. Bus advertising is not only profitable for both privately- and publicly-held entities, but has been a commonplace acceptance for more than a century. So is advertising on taxicabs. This is especially true in major cities throughout the world.
But, what kind of revenue can be predicted for ads on local fire trucks?
Lehigh Acres owns and operates:
5 fire trucks
2 ladder trucks
5 ambulances
2 tankers
5 brush trucks
Large-market ad rates for buses range from $600-$900 per vehicle for a four-week run.
Middle sized-markets take in from $200-$400 while small markets rake in from $100-$300 for every vehicle with an ad placed upon it.
Obviously, ads on fire trucks would more than likely produce less revenue than stated here. But, do the math using the fire department’s vehicle count at even half the revenue cited.
Struggling public entities will keep looking for creative, unusual and definitely “out-of-the-box” methods for creating revenue. Even if the idea for placing ads on fire trucks fails to gain local support, larger municipalities will seek other advertising streams such as event sponsorship, facility re-naming and more. These governing bodies, such as the fire district, need to fill the revenue gaps that today’s economic realities appear to now forever constantly demand.
Should Lehigh Acres Fire and Rescue District look into selling advertisements, naming rights and sponsorships to raise money?