Huntington Beach City Council Approves Lifeguard Tower Ads

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A lifeguard tower in Huntington Beach adorned with advertisements providing important safety information.

News Summary

The Huntington Beach City Council has approved a three-year advertising agreement with Rio Media to place advertisements on 24 lifeguard towers along the beachfront. The initiative, expected to generate at least $1 million annually, aims to enhance public safety awareness while boosting city revenue. The project originated from a proposal by the Fire Department and will not only promote local businesses but also provide critical beach safety information to visitors. The lifeguard towers will feature essential guidelines and a QR code linking to real-time hazard updates.

Huntington Beach – The Huntington Beach City Council has approved a three-year advertising agreement with local marketing firm Rio Media, aiming to generate significant revenue through advertisements positioned on the back of 24 lifeguard towers along the city’s beachfront. The agreement was approved during a council meeting held on a Tuesday night, with five members voting in favor while one recused and another was absent.

The decision to partner with Rio Media is anticipated to generate at least $1 million annually, with a distribution of 70% of the revenue going to the city and 30% to the advertising vendor. The council members who supported the venture included Mayor Pat Burns and Mayor Pro Tem Casey McKeon. Councilman Butch Twining had a conflict of interest preventing him from voting, while Councilman Andrew Gruel was not present at the meeting.

The proposed advertisements will cover about 25 out of the 33 lifeguard towers along Huntington City Beach. The project originated from a proposal made by the Huntington Beach Fire Department in November last year. The advertising initiative primarily aims not only to enhance revenue but also to provide critical beach safety information to beachgoers. High-traffic lifeguard towers are expected to generate around half of the total projected revenue.

The designs for the advertisements will incorporate essential public safety information, including guidelines about rip currents and other safety protocols that visitors to the beach need to be aware of. A QR code will be featured on the towers, linking to the Safe Beach Day website, which will offer real-time hazard updates and other pertinent information regarding beach conditions.

Rio Media was selected as the advertising partner following a request for proposals that drew two bidders. The local firm is tasked with creating the wraps that will cover the lifeguard towers. The city is currently looking for a different company to manufacture the wraps for this project.

Historically, advertising on lifeguard towers in Huntington Beach is not new, with previous partnerships established in 2010 featuring prominent brands such as Hurley and Toyota. City officials have expressed enthusiasm about this new agreement, highlighting the potential for collaboration with local businesses and the benefits it will bring to beachgoers. Mayor Gracey Van Der Mark has pointed out the city’s iconic beachfront and acknowledged that the redesigned towers will contribute positively to the overall beach experience.

In summary, this advertising initiative represents an innovative approach for the city of Huntington Beach to enhance public safety awareness while simultaneously generating substantial revenue. With a well-structured revenue split and a focus on safety messaging, the city is optimistic about the impact of the new lifeguard tower designs as they roll out in the coming months.