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1. OC TRANSPO
ADVERTISING REVENUE - MOTION RECETTES
PUBLICITAIRES D’OC TRANSPO -
MOTION
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Committee recommendation
That Council approve that an internal review of
increased advertising potential be undertaken with special consideration of
maximizing existing advertising potential in both infrastructure (bus stops and
stations) and in transit vehicles that include:
a)
Current
usage versus availability of advertising space;
b)
Sources
of existing advertising income;
c)
Methods,
implementation plans and potential additional revenues for maximizing use and
income of existing advertising space and;
d) Preliminary review of any potential additional revenue income streams due to larger changes in current practices and structures.
Recommandation dU ComitÉ
Que le Conseil d’approuver que soit
entrepris un examen interne des possibilités d’accroître les recettes
publicitaires, examen qui accorderait une attention particulière au potentiel
existant de maximiser les publicités dans les éléments d’infrastructure
(arrêts et stations d’autobus) et dans les véhicules de transport en commun et
qui porterait notamment sur les points suivants :
a)
utilisation actuelle par rapport à la disponibilité de
l’espace publicitaire;
b)
les sources actuelles de recettes publicitaires;
c)
les méthodes, plans de mise en œuvre et éventuels
revenus supplémentaires permettant de maximiser l’utilisation de l’espace
publicitaire existant et les recettes qu’il produit;
d) un examen
préliminaire des éventuels apports de revenus supplémentaires qui résulteraient
de changements plus importants des pratiques structures actuelles.
Documentation
1. Councillor Christine
Leadman, report dated 3 April 2008 (ACS2008-CCS-TTC-0007).
2. Extract of Draft Minutes 19, 7 May
2008.
Report to /
Rapport au:
Transit Committee /
Comité du transport en commun
3 April 2008 / le 3 avril 2008
Coordonnatrice de comité
|
City Wide / À l'échelle de la Ville |
Ref. N°:
ACS2008-CCS-TTC-0007 |
SUBJECT: OC TRANSPO ADVERTISING REVENUE - MOTION
OBJET: RECETTES
PUBLICITAIRES D’OC TRANSPO - MOTION
REPORT
RECOMMENDATION
That the Transit Committee recommend
that Council approve
that an internal review of increased advertising potential be undertaken with
special consideration of maximizing existing advertising potential in both
infrastructure (bus stops and stations) and in transit vehicles that include:
a) Current
usage versus availability of advertising space;
b) Sources
of existing advertising income;
c) Methods, implementation plans and
potential additional revenues for maximizing use and income of existing
advertising space and;
d)
Preliminary
review of any potential additional revenue income streams due to larger changes
in current practices and structures.
Que le Comité du transport en commun recommande
au Conseil d’approuver que soit entrepris un examen interne des possibilités
d’accroître les recettes publicitaires, examen qui accorderait une attention
particulière au potentiel existant de maximiser les publicités dans les
éléments d’infrastructure (arrêts et stations d’autobus) et dans
les véhicules de transport en commun et qui porterait notamment sur les points
suivants :
a) l’utilisation
actuelle par rapport à la disponibilité de l’espace publicitaire;
b) les sources actuelles de recettes
publicitaires;
c) les
méthodes, plans de mise en œuvre et éventuels revenus supplémentaires
permettant de maximiser l’utilisation de l’espace publicitaire existant et les
recettes qu’il produit;
d) un examen
préliminaire des éventuels apports de revenus supplémentaires qui résulteraient
de changements plus importants des pratiques structures actuelles.
At the Transit Committee meeting on 19 March 2008, Councillor Leadman put forward the following Notice of Motion:
WHEREAS
Ottawa’s Public Transportation requires additional sustained funding to ensure
achievement of list stated objectives;
AND WHEREAS
City Council has recognized the need for increased funding by supporting a
shared fare funding model;
AND WHEREAS
Other existing revenue streams should be maximized to lessen the burden of
transit on the public both in taxes and fares;
THEREFORE BE
IT RESOLVED THAT An internal review of increased advertising potential be
undertaken. Special consideration of maximizing existing advertising potential
in both infrastructure (bus stops and stations) and in transit vehicles that
includes:
· Current usage
versus availability of advertising space;
· Sources of
existing advertising income;
· Methods,
implementation plans and potential additional revenues for maximizing use and
income of existing advertising space and;
· Preliminary review
of any potential additional revenue income streams due to larger changes in
current practices and structures.
Ottawa’s public transportation requires additional sustained funding to ensure achievement of list stated objectives. City Council has recognized the need for increased funding by supporting a shared fare funding model. Other existing revenue streams should be maximized to lessen the burden of transit on the public both in taxes and fares.
CONSULTATION
Planning,
Transit and the Environment
Comments will be provided at the meeting.
FINANCIAL IMPLICATIONS
N/A
DISPOSITION
Staff to take appropriate action as directed by the Committee and
Council.
OC TRANSPO ADVERTISING REVENUE - MOTION
RECETTES PUBLICITAIRES D’OC TRANSPO - MOTION
ACS2008-CCS-TTC-0007 City
Wide / À l'échelle de la Ville
Alain Mercier, Director of
Transit Services indicated there is currently $2.6M in advertising revenue and
he confirmed that OC Transpo currently has a substantial contract for advertising
revenue that is tendered out. He
welcomed this opportunity to review and report back on other ways to generate
revenue.
Councillor Bloess indicated
Council had made an earlier recommendation on this and asked if it was staff’s
intent to keep the companies in the loop.
Mr. Mercier confirmed they would, adding that in preparation for the
2010 contract, staff would determine the value of shelters and buses and how to
leverage the street surface in terms of advertising revenues. He confirmed they would coordinate with
others to have a proper understanding of the total value in Ottawa. Councillor Harder suggested staff start with
that report and save themselves the time.
Following on the suggestion to
consult with the industry, Councillor Legendre asked that consultation with the
public also be carried out, stating it is the public that will have to have the
tolerance for advertisements in the public space. He hoped the review would include such a consultative component
in terms of balancing additional revenues vs. visual clutter. Mr. Mercier confirmed staff would undertake
such consultation as part of the review.
Councillor Wilkinson suggested
the review also investigate sponsorship of buses or shelters, similar to what
is done for City roads. Mr. Mercier
agreed that all avenues would be explored.
Concern about naming stations was
raised by Councillor Cullen and he suggested that if staff are looking at that
prospect as a way to gain revenues, that public consultation be carried out
first. Mr. Mercier confirmed that
anything that would affect the brand of OC Transpo and it’s image would not be
supported.
Councillor Leadman had several
questions that she submitted to the Director for review and response back to
the Committee as part of the report.
Mr. Mercier confirmed that staff
would report back prior to the tabling of the 2009 budget.
That the
Transit Committee recommend that Council approve
that an internal review of increased advertising potential be undertaken, with
special consideration of maximizing existing advertising potential in both
infrastructure (bus stops and stations) and in transit vehicles that include:
a) Current
usage versus availability of advertising space;
b) Sources
of existing advertising income;
c) Methods, implementation plans and
potential additional revenues for maximizing use and income of existing
advertising space and;
d) Preliminary review of any potential
additional revenue income streams due to larger changes in current practices
and structures.
CARRIED