Many cities - San Diego, Long Beach and Garden Grove, to name a few - are turning to nontraditional sources of revenue such as corporate sponsorship, said Don Schulte
, who brokered the deal between Huntington Beach and Coca-Cola Bottling Co. of Southern California
said the corporate sponsors get the positive exposure they crave and cities make money without raising taxes.
Also, swimsuit and carmakers give free wares to county lifeguards for displaying the companies' logos.The county Department of Beaches and Harbors gets revenue for allowing companies to advertise on beach trash cans.
In an era where every sports venue carries a corporate name, some residents might worry that the Civic Center buildings might be renamed "Coke is it" City Hall or "Vanilla Coke" Cultural Arts Center.Schulte
said not to worry about over-commercialism.
"Cities don't have to agree to anything they don't want to agree to," he
said. Schulte, founder and CEO of Public Enterprise Group, said cities have unlimited marketability.He
is now working with Huntington Beach to develop an "official city credit card" with a bank partner.
Cities have endless marketing potential - think, official automobile, official airline, etc. - schools are more limited, Schulte
And while these exclusive beverage agreements were once embraced by school districts eager to pad their thin coffers with corporate dollars, the deals seem to be falling out of favor.The Center for the Analysis of Commercialism
in Education in Milwaukee, Wis., found that such exclusive contracts were down 16 percent in the year 2000.Many districts were simply reluctant to give the appearance of pushing soda consumption on kids, the study found.