A Trashcan that Generates Cash?

April 23, 2007

A bus shelter that points you to the nearest coffee shop, a trashcan that reminds you to buy garbage bags on the way home. Although some might object to adding to one’s daily intake of advertising, suppose those messages could help fund the City’s Parks or Police Departments?

As Philadelphians’ tax fatigue rises, creative city managers are seeking innovative ways to generate new revenue. The Street Administration has been working on a project for several years called the Strategic Marketing Initiative. The Administration’s goal is to find corporate sponsorship to pay for certain items or underwrite programs. As part of the Strategic Marketing Initiative, the City has issued a request for proposals from firms for street furniture (bus shelters, trashcans, pay toilets, benches…). The firms would cover the installation and maintenance, and pay the city a fee for the right to sell advertising space on the items.

Such arrangements are not new. Boston, Chicago, and New York City all have made similar deals to raise funds while improving amenities on the sidewalk. The Mayor’s FY 2008-2012 Five-Year Financial Plan assumes that proceeds will bring in $1 million in the fiscal year that begins this coming July and that $9 million in new revenue will be generated over the life of the Plan. Although it seems like a fairly straightforward endeavor, already the Administration has missed its initial timeline for choosing a firm, and one might question whether the five-year goal will be achieved. This year, however, the City issued a request for qualifications for the project, with responses due back next month.(Read the RFP – 21061228110632).

As a city prized for the walkable, vibrant character of its neighborhoods, it is essential that we provide for its financial needs and protect the unique character of our streetscapes. Poorly designed, overwhelming advertising has the potential to detract from the unique urban fabric that draws so many residents, businesses, and visitors to Philadelphia. As the city evaluates the proposals for street furniture, it is essential that the aesthetic aspects and the opinions of the community members that will have to live everyday with the street furniture not be overlooked.

This can be achieved by inviting the public and design experts to weigh in on proposed designs and placement of the street furniture. Their feedback should be carefully considered before the final contract is awarded. The City of Toronto is currently reviewing proposals for street furniture and has made design-review an integral part of the selection process. Toronto called upon urban planners, landscape architects, graphic designers, and architects for assistance, as well as other stakeholder groups. Also, it hosted four community meetings to share models of the proposed street furniture and solicit feedback. (For more information about the Toronto Street Furniture selection process, click here.)

By involving the public, the design community, and other interested parties, Philadelphia can maintain fiscal stability without sacrificing the quality of the urban environment.

Questions to Ask?

Because the City has already allocated those funds ($1 million in FY 08, and more in the out years), if the revenues from the Strategic Marketing Initiative do not materialize or fall short, how will the next Mayor deal with the financial stress?
What processes will be used to balance the need for generating revenue with maintaining the aesthetic quality of the urban landscape?
How will the public’s priorities be reflected and respected in the process of selecting a street furniture vendor?

To learn more about the progress of this initiative, read the July 17, 2007 front page article in the Philadelphia Inquirer.