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Sep. 04, 2008
Copyright © Las Vegas Review-Journal

Ads on school district trucks possible

Idea of commercial displays on buses rejected

By JAMES HAUG
REVIEW-JOURNAL

Clark County School District truck driver Reggie Ware exits his truck on Wednesday. With the district seeking ways to bolster its budget, advertising could appear on such trucks starting next year.
Photo by K.M. Cannon.

Advertising could appear on as many as 28 Clark County School District food service trucks sometime next year, possibly generating as much as $1.4 million for the cash-strapped system.

But School Board members drew the line Wednesday against allowing commercial advertising on school buses, fearing it would exploit students as a "captive audience" and affect safety because advertising could diminish public awareness of school buses.

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    • "When people see the yellow school bus, they slow down and are much more cognizant," School Board member Sheila Moulton said.

    School Board members and district staff said they normally would not pursue advertising dollars, but the state's budget crisis was forcing them to become more "entrepreneurial."

    Superintendent Walt Rulffes said it would be a lot harder to cut $1 million from the budget. School Board member Carolyn Edwards also suggested the district could lease space for cell phone towers.

    As the district pursues alternative sources of money, school officials worried that state lawmakers might see their efforts as an excuse to cut more public funding.

    School Board members voted 5-0 to allow staff to research the feasibility of a pilot program with Advertising Edge, a Henderson agency, to sell space on district tractor-trailer food service trucks, which travel the county's major thoroughfares and highways.

    Advertising Edge originally approached the district about the idea, said Jeff Weiler, the district's chief financial officer. The firm did not respond to a call from the Review-Journal on Wednesday.

    If the pilot program is successful, the advertising contract would be put out to a competitive bid, Weiler said.

    Weiler estimated that it probably would be a year before commercial advertising started appearing on trucks.

    He said Advertising Edge would handle most of the details, such as selling the advertising space, but the district would have final say on the editorial content of the advertising.

    Weiler said the district could limit the ads "to only positive messages," such as allowing a dentist to advertise the need to brush teeth three times a day.

    Officials think the district's food service trucks might be a good fit because they already carry some school-based advertising, such as ads for magnet schools and teacher recruitment.

    Weiler said the district should benefit from "the competition for billboard space," noting that some advertisers have resorted to having trucks tow signs around town.

    Besides raising more money, district officials are looking for more ways to save money. One possibility is buying hybrid school buses, which would use about 30 percent less fuel, Weiler said.

    Weiler said Thomas Built Buses has manufactured a hybrid bus. He would like to see Clark County test a new model.

    The hybrid would cost about $150,000, 50 percent more than the cost of a regular bus, but Weiler said donations from environmental groups such as the Sierra Club could offset the cost.

    Contact reporter James Haug at jhaug@reviewjournal.com or 702-799-2922.

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    Tim wrote on September 04, 2008 07:56 PM: just think how many more cherry-wood desks the rulers could buy.the finest leather chairs.the newest foriegn cars. a couple more secretarys to screen calls.would'nt life be great?


    hilobamacaine wrote on September 04, 2008 04:51 PM: i think advertising by cheetahs and spearmint rhino would be a good idea just imagine the boost to a childs self esteem when he can point to a county truck and say look there's my mom


    aaron wrote on September 04, 2008 09:50 AM: @ Dumb Idea

    It is not an advertisers constitutional right to advertise anywhere. You obviously have never worked in marketing or advertising. Billboard company's have a right of refusal for content and this would be no different, if not more strict.

    Wake up.


    Save More wrote on September 04, 2008 09:12 AM: Here's how to save many more millions: have the school district make more of an effort to allow elementary schools to operate on the 9 month calendar instead of year-round. You can save 25% of the bus fuel cost by running the school on the 9 month calendar without having to buy a new bus, not to mention saving 25% of the bus drivers' salaries and another $200,000 per school in utility costs--probably $500,000 total per school each year for each school that could manage to operate the 9 month calendar instead of the year-round calendar.


    Jim wrote on September 04, 2008 09:11 AM: Yes. Paying 50% more for a bus when the budget is tapped sounds like the school district. Penny wise and pound foolish. And dentists should be lined up around the block to advertise that brush 3 times a day. Brilliant. Who dreams up this stuff? I am sure by the time the school district hems and haws over the copy the interested advertiser will have moved on to the next bright shiny ad bauble. Maybe ad tattoos on stripper's chests? Perhaps ads for school reform and smart fiscal control?? LOL.


    Dumb Idea wrote on September 04, 2008 08:28 AM: This is the dumbest idea ever. Ok Mr. Walt R. what happens when you’re approached by Cheetahs or other strip joint advertisements that are now on the back of taxi cabs and they want to buy space on these trucks? Constitutionally they have a right to buy space. You can’t deny them, you will lose in court. Great, so in your well thought out plan I can just see one of those trucks parked at an elementary playground with a bunch of bare butts welcoming our kids to school. Ah yes, just think of it, Cheetah and Vodka trucks driving through our family neighborhoods where I can proudly point out, “son those butts are keeping your lights on at school”. Thank you for another reminder of the pathetic state of Nevada's education system.


    Wayne wrote on September 04, 2008 07:23 AM: This is a great idea. They could use the "extra" money to increase the number of administrators needed in the school district. This money will NOT be used to enhance education. Walt R. and the Grandmas on the school board will see to that.


    Lee Yarbrough wrote on September 04, 2008 06:16 AM: The school district should stop trying to be so P.C. and allow advertising on the buses also. There is nothing wrong with it as long as they use some common sense and make sure the ads are tasteful. They need the money, they have the buses and could bring in millions.

    Frank, not sure where you have been but kids and schools have been holding "fundraisers" for 100 years now. That is nothing new.


    Frank wrote on September 04, 2008 05:13 AM: Thank you for another reminder of the pathetic state of Nevada's education system. Millions and millions to find methlabs that don't exist and defending lawsuits against police, but we have to hold fundraisers so our children can have books and pencils at school. What a screwed up state.