Ads May Help Fund Scoreboard Costs at Alpharetta Parks

Advertising could help pay for maintenance of 29 scoreboards at Alpharetta's parks now that Coca-Cola has dropped its sponsorship of them, city staff told City Council on Monday, May 16.

The bottling company got a contract to continue to be the city's supplier for soft drinks at its parks for the next five years, paying $40,000 for the exclusivity, said Lisa Cherry, Recreation and Parks assistant director. The company also transferred ownership of the scoreboards to the city, which now must maintain them as well.

The negotiating team for the Coke contract decided to look into advertising on the scoreboards.

Cherry said the city is "contacted weekly I would say by local businesses who are interested in getting involved in the community."

The ad panels on the scoreboards would be a great opportunity to create a revenue stream to offset maintenance costs, she said. And it's an opportunity for youth associations to gain a new revenue stream.

Cherry said the working proposal allowed one, three and five-year commitments. If every panel was sold, it would generate $14,000 to $15,000 in a year at a maximum.  A one-year commitment would cost $2,000, three years would be $3,500 and five years would be $5,000.

She said the city would control the design and content of the ads, which would be family friendly. No alcohol or tobacco related ads would be allowed.

Councilman D.C. Aiken said he was for this idea for years.

"I was for this four years ago, and got hammered by not only our department, but Councilman [Jim] Paine and then-Councilman [John] Monson," Aiken said.

He asked again what's the difference between advertising on a scoreboard and on panels on outfield fences.

Recreation and Parks Director Mike Perry said it has been the philosophy of the city and its Recreation Commission not to turn parks into open advertising places.

Aiken asked Perry to revisit the idea of advertising on panels.

Councilman Jim Paine said the city decided to install big boards in single locations where sponsors could put their names, with "local sponsorship in one place, and once place only." That was a concession already made to youth sports associations in lieu of fence advertising.

Councilman Chris Owens asked staff to just consider a realistic ad income stream and not just base it on the highest cost agreement of one year.

The Recreation and Parks staff will take the proposal back to the Recreation Commission for consideration and a recommendation, which will come back to City Council.