JTA signs five-year ad deal

[TheITSteve]

JTA signs five-year ad deal
The Business Journal of Jacksonville - 4:38 PM EDT Friday

The Jacksonville Transportation Authority has signed a five-year contract with Lamar Advertising Co. to provide all its transit advertising.

Lamar (NASDAQ: LAMR), based in Baton Rouge, La., will sell advertising on JTA buses and transit facilities and JTA will get 40 percent of the proceeds with guaranteed annual minimum payments totaling $1.3 million over the next five years, said Mike Miller, JTA's director of external affairs.

JTA wants to explore new advertising opportunities at its Skyway stations and other transit facilities, Miller said.

Lamar will open a three-person office in the Five Points Theater building in Riverside this month just to handle the JTA account.

"Transit advertising is mobile, immediate and it's everywhere we go," said David Daucanski, vice president and general manager of Lamar. "That's the message we intend to communicate to potential clients here. I also think you'll see more regional advertising than you have in the past."

Lamar is the third biggest billboard company in the United States, according to Hoover's. It generated revenue of just over $1 billion last year.

Jacksonville will be the fourth Florida market where Lamar handles transit advertising.

http://jacksonville.bizjournals.com/jacksonville/stories/2006/05/01/daily38.html?jst=b_ln_hl

[TheITSteve]

Shortly before the Super Bowl, JTA turned down Sirius's offer of like 150,000 (I think that was the amount) to advertise on the Skyway. They said it would look trashy. Now they are looking at exploring new ads on the Skyway. Anyone want to explain?

[thelakelander]

Welcome to Jacksonville!

[Mike Miller]

The JTA Board of Directors rejected an offer to "wrap" the skyway vehicles for the Super Bowl. The comments in the story relating to the skyway was not advertising "on" the vehicles but advertising kiosk opportunities on skyway platforms.

[TheITSteve]

Interesting to know that they are speaking of platform advertising. Thanks for responding.

However, going back to wrapping the skyway vehicles, we already wrap buses, why did they not want the skyway vehicles wrapped? Was the problem what Sirius wanted to wrap it with?

[theurbancore]

I did a rendering in 2002 that had a skyway car all wrapped like a pill moving through downtown. THe purple nexium car. I'll have to find that.

I now ride the skyway everyday by way of my kings ave space. Its convenient and not without its quirks but I get to hemming in about 17 minutes from my car. My first couple weeks had two transfers which is whack, but that was not the case today. Hurrah. My pass doesn't always work either.

Overall its way better than two days worth of tickets.

The thing is teaming with people too. I could see value in advertising there for sure.

ride jta or something

[Lunican]

Since the Skyway station turnstiles malfunction about 75% of the time and people are forced to bypass them, where exactly is JTA getting their ridership numbers from?

[thelakelander]

I don't know. I'm pretty sure its higher than estimated. Although I don't ride it on a regular basis, most of the times I've taken it, the turnstiles malfunction.

[Mike Miller]

I would be interested in know how many people would be interested in using the Kings Ave. Garage if JTA were able to designate both a DAILY and monthly parking option at the facility? We have received inquiries from some of our AirJTA passengers that they are interested in a short term Park & Ride facility for service to JIA? Any thoughts?????

[Gone North]

The citizens pass a referendum limiting sign advertising.

So JTA, an arm of the government, sells everything that moves and that can be covered for advertising.

With sales tax and other income, does JTA really need the advertising income.

[RiversideGator]

I think any policy which increases options for potential users is a good thing. The more different type users you attract, the more likely it is the garage will fill up. Obviously, focusing on the monthly parkers is not working to fill the spaces completely. The JIA service is interesting also, although you can already park at lots along the airport road in a similar way and they may be more flexible. Anyway, these are my thoughts on this. Good luck!

[RiversideGator]

The citizens pass a referendum limiting sign advertising.

So JTA, an arm of the government, sells everything that moves and that can be covered for advertising.

With sales tax and other income, does JTA really need the advertising income.

I dont have a problem with tasteful advertising and remember that JTA did turn down the idea to wrap the Skyway with ads for the Super Bowl. The more dollars they get from ads, the less they will want from us.

If we are asking general questions, I would like to know if commuter rail can be revisited by the JTA given the fact that BRT is bound to fail and will cost more? Thanks for your answers in advance. :)

[thelakelander]

Daily and hourly parking should be considered for the Kings Avenue garage. Not only for JIA passengers but also for the Kings Avenue Station Hilton hotels project.

As for commuter rail, its less than half the cost/mile for our planned BRT system and can be implemented within a few years if made to become a priority. The best affordable transit system for Jax would include a mix of commuter rail and BRT (in areas where existing rail doesn't serve).

Florida's deal with CSX and Orlando also will remove a significant amount of frieght rail traffic from the line between downtown and Orange Park, making a possible deal with CSX much easier and cheaper on our end. Based on all of this, in my opinion, its definately worth taking a serious look at.

[Charles Hunter]

A vote for metered parking at Kings Avenue - inside, not just the surface lot outside, or on the roof. Maybe some of those new high-tech meters that take more than just quarters, I think some even take debit cards. One 'advantage' (for JTA, or the meter's owner) is that some of the electronic meters sense when the car leaves, and zero out the time, so the next parker doesn't get a free ride, or park.

Edit to Add:
How goes the efforts to modify the City Sign Law to allow Bus Shelter Ads?

[danno]

I have said it before and I will say it again. Pay n Display would be the best option. You soulc offer one price for daily and one for hourly. The machines accept cash or debit/credit cards.

Also an incentive for FCCJ Downtown Campus students to use Kings Ave.

[fsujax]

I would be interested in know how many people would be interested in using the Kings Ave. Garage if JTA were able to designate both a DAILY and monthly parking option at the facility? We have received inquiries from some of our AirJTA passengers that they are interested in a short term Park & Ride facility for service to JIA? Any thoughts?????

Anything JTA can do to increase usage of the Kings Ave garage and possibly add riders to the Skyway is worth JTA looking into too. I think it would be nice to add daily parking to the Kings Ave garage. But, JTA needs to make sure people know how to access it. It can be a little difficult to find for those folks who don't know their way around Downtown very well. I also like Danno's idea of making this accessible for FCCJ students. What a great way to capture car traffic and put them on the Skyway! I really think JTA could work with FCCJ and make that a success.

[RADIO TALK SHOW HOST]

The number just seems meaningless without it