Sponsors sought to bridge Golden Gate shortfall

[T_i_B]

Source: Guardian

As one of the most photographed constructions on Earth, a lure to tourists and one of the supreme symbols of the United States, its attraction to advertisers is evident. But howls of protest could be heard emanating from the San Francisco Bay Area this weekend over plans to put the Golden Gate bridge out to commercial sponsorship.

The idea of inviting an airline, media or drinks company to back one of the most aesthetically lauded bridges in the world is being considered by the board that controls the Golden Gate.

It is struggling under mounting debts, and needs to find new sources of income to pay for $30m (£14.9m) painting and renovation work on the cables. Having already raised the toll from $3 to $5, the room to attract extra revenue direct from drivers is limited. Hence the prospect of the Golden Gate bridge, brought to you by McDonalds.

A committee of the board looking into funding options has referred the sponsorship package to a meeting of the full board next month. Advocates of the plan insist there will be no advertising allowed on the bridge's 1,280-metre span itself, and no renaming of the structure.


Read more: http://www.guardian.co.uk/usa/story/0,,2157344,00.html

[acmavm]

1. There's money for these projects. Unfortunately it's all being spent on

Iraq and Afganistan and the Pentagon.

Time to raise taxes on the rich I'd say.

[Auggie]

2. Maybe the way in which the bridge is operated needs to change

The Golden Gate Bridge is owned, operated and maintained by the Golden Gate Bridge, Highway and Transportation District, an independent public agency, not by the State of California or the federal government.

The District is also responsible for operating Golden Gate Transit bus and ferry service in Marin County and San Francisco. As of 2006 it employed 817 with operating expenses of $131.5 million dollars.

According to it's Web site, "(the District) is unique among (San Francisco) Bay Area transit operations because it provides transit services without support from local sales tax measures or dedicated general funds. As the District does not have the authority to levy taxes, the use of surplus Bridge toll revenue is the only available local means the District has to support the District's transbay transit services. Presently, Golden Gate Transit bus and ferry operations are funded approximately 50 percent by surplus Golden Gate Bridge tolls and 30 percent by transit fares. The remainder is met by federal, state and local subsidies along with advertising and property equipment rental revenues."

[Gman]

3. Maybe they should look at other states like Texas

where the Highway Department maintains all state roads. I forget offhand as it's been quite a few years since I was in SF, but isn't it a US highway that the GG bridge carries. Federal funds should be available.

But then since we know that funding for such projects is cleared through the WH political office and California is reliably Democrat, we also know why federal funding is not there.

[Auggie]

5. Yes, it may be time for the state to take over.

And yes, U.S. 101 is a major highway.

I don't know why they started providing bus and ferry service -- those always seem to require a huge operating budget better suited for counties or major cities. I think they bit off more than they could handle when they did.

[Trillo]

4. Once a pocket has been identified,

it is never enough to merely charge for use, corporate must also spam you.

I guess this got started in cable TV, and spread from there.

[KamaAina]

6. The bridge has been used as an advertising icon for years

notably by KRON-TV, conveniently located on Channel 4. As you can see, the number 4 looks a little bit like a support, roadbed, and cable:



Do the Golden Gate Transit buses and ferries have ads? There's a way to make the whole side of a bus into a giant ad, though it is tres annoying for passengers because it blocks the view with a mesh screen.

[olddad56]

7. Why not put political advertisements on the state capitol as well.

Since the state sold out to Arnie long ago.