San Mateo is contemplating new advertisement systems for metropolis-owned land — like billboard ads, naming rights and advertisements on structures — to improve profits.

When the town is inspired about the opportunity revenue increase, the approach is in the preliminary phase. The City Council directed personnel at its Nov. 16 special meeting to establish alternatives for ad plans and how the metropolis can effectively employ the plan. The problem is a precedence for the council considering that it asked staff members for more data in 2018. Having said that, it could be many months in advance of the council will get even more recommendations from employees, in accordance to San Mateo Deputy Mayor Eric Rodriguez.

San Mateo Mayor Joe Goethals explained he wished far more information from staff members about advertising earnings possibilities right before earning any selections. He is hopeful the council could take into consideration an ordinance on some kind of ad application subsequent calendar year.

“I do not consider we are likely to get to the bottom of this tonight, and it’s quite probably a little something that we should chat about once more at our January target-placing session,” Goethals stated Monday.

Rodriguez mentioned he was open up to advertisement earnings as extended as the metropolis did it correct. He wants to make sure billboards don’t spoil the city’s visible attractiveness, are only in selected locations and inhabitants and neighborhoods aren’t bothered.

City Legal professional Shawn Mason mentioned the city also has to look at potential legal troubles on billboard adverts. He cited concerns about possible federal antitrust rules and To start with Modification lawsuits from the public. Mason said billboard advertisement concerns are being litigated in a federal court in Texas. He suggested the council wait around right until the circumstance is made a decision in Texas ahead of making any ultimate selections on billboard advertisements.

Councilwoman Amourence Lee reported billboard advertisements are attainable, as extensive as the town guards the historic downtown and residential spots.

“We are inquiring team to make incredibly tricky cuts and freezing salaries, and we are seeking at major profits shortfalls, and this is a pretty authentic passive profits prospect that I do not assume we really should depart on the table,” she mentioned.

Though there are no certain quantities on possible revenue, the metropolis is hopeful the advertisement applications will support with funding, notably with the pandemic hurting San Mateo. Advertisers would present a portion of their earnings to San Mateo in trade for promotion on public structures. Corporations would be billed for billboards, with constraints on measurement and spacing during the town. San Mateo took inspiration for its prospective method from the San Carlos billboard application, which will allow them on assets the town owns or leases. San Carlos raises revenue by leases with billboard companies.

Marketing, naming rights

Another alternative is advertising and marketing or naming legal rights on buildings in the city. San Mateo would have to improve the municipal code to enable advertisements on structures. There would also be probable First Amendment difficulties. Naming legal rights would be more clear-cut for the city to incorporate.

Lee said they required to aggressively glance at all possible income, together with adverts on structures.

“I don’t want to shut the door on any of these options. I would err on the side of a broad and deep glimpse at all the opportunities so we can make some perfectly-considered-out community-based mostly selections,” Lee said.

The town is also leaning towards holding two downtown parking loads rather of advertising them to personal possession. The two parking plenty are the Talbot’s good deal at Fourth and Railroad avenues and the Ravioli Household good deal in between Fifth and Sixth avenues. The council hasn’t built a remaining choice but mentioned Monday it produced the most money perception to retain the two parking lots. Actual estate builders have a short while ago expressed curiosity in the parking lots for invest in. If the metropolis offered the land, it would have to share the land sale proceeds with other taxing entities like the county and university districts and would only get 34% of any gross sales rate or lease income.

Rodriguez stated the council’s desire is to cling on to its land and lease it out. He mentioned there was no deadline on the offers, and he noticed no require to hurry through the system.

“I definitely truly feel that the moment we get rid of this land, there is no chance of us obtaining anything like it once more, especially in our downtown. We just require to progress with excessive caution,” Rodriguez stated.

Goethals claimed when area parking heaps were not the greatest use of the city’s home, he wanted the city to keep its house now and in the long term.

“I concur with all my fellow councilmembers that we want to retain it in phrases of possession in perpetuity, but we want to potentially get extra use out of it ideal now,” Goethals stated.