JTA received the green light from its board of directors Thursday to negotiate advertising contracts for its buses, shelters, print, website and non-traditional programs.
The Passenger Amenities-Facilities Advertising Program request for proposal was advertised April 18. Six companies responded for both individual and multiple groups.
The board agreed to give Executive Director Michael Blaylock or his designee the authority to enter into a contract with the No. 1-ranked firm.
“We had a very, very good year despite the economy. JTA generated record revenues in transit advertising sales in fiscal year 2011,” said Mike Miller, director of external affairs for JTA.
“It’s believed that by expanding the advertising opportunities on shelters as well as other passenger amenities and facilities ... that advertising-related revenues will increase in fiscal year 2012,” he said.
Miller said revenues increased 41 percent in fiscal year 2011 from 2010.
“Sales from our retail and college Pass Partner programs have exceeded $1.27 million for fiscal year 2011, representing the 40 percent increase over fiscal year 2010,” said Miller.
“Transit advertising, including shelter advertising, has generated over $300,000, a 42 percent increase over fiscal year 2010. Collectively, the business unit has generated more than $1.6 million in fiscal year 2011,” he said.
JTA Board Chairman Michael Cavendish commented on the effort.
“JTA going out and finding these dollars in a tasteful, visually acceptable way is now a piece of the agency’s mission and a piece of the pie that we want to have,” he said.
There were four groups of advertising opportunities in the request for proposal.
In Group I, shelter advertising, there were two options: shelter advertising and supplied maintenance of the shelter and shelter advertising sales only.
Creative Outdoor Advertising, based in Jupiter, was the only ranked firm for option one. Gateway Outdoor Advertising, based in Hackettstown, N.J., with 25 regional offices throughout the country, received the No. 1 ranking out of two firms for option two.
Group II includes interior and exterior transit advertising. Direct Media, with offices in Connecticut, New Hampshire and New York, was the top-ranked firm out of three that applied.
Group III is print materials and website advertising. Gateway Outdoor Advertising was the only ranked firm for the option.
Non-traditional transit advertising, which includes audio and video messaging and kiosks, is the focus of Group IV. Commuter Advertising was the top-ranked firm of three. It has offices in Dayton, Ohio and Chicago.
Board member Steve Diebenow also recognized the foresight of the City Council for allowing JTA to pursue the revenue stream.
“I know this was a very controversial issue at City Council and I think this is an example of the City Council’s oversight and review of an issue that ultimately led to this agency being able to pursue a common-sense approach to an issue that allows the agency to succeed in its mission,” said Diebenow.
In other board action:
• The board selected its new slate of officers: Chairman Ed Burr, Vice Chairwoman Ava Parker, Secretary Donna Harper and Diebenow as treasurer. Parker made it clear that she is not seeking another term as chair, but agreed to serve as vice chairwoman to offer her knowledge and experience to Burr.
• Cavendish has a few board meetings left as a member. He notified the board in June that he will not be seeking another term. As a gubernatorial appointee, Cavendish will serve until the governor appoints his replacement.
Meanwhile, public hearings about the JTA’s proposed fare increase are scheduled 11 a.m.-1 p.m. and 5-7 p.m. Wednesday in the auditorium of Florida State College at Jacksonville Downtown at 101 W. State St.
JTA proposes to raise regular fares from $1 a ride to $1.50. The full new structure can be found at www.jtafla.com.
JTA wants to start an electronic payment system and STAR — Simply Tap and Ride — smart payment card effective Jan. 30.
JTA said it most recently increased fares in 2007, raising regular fares from 75 cents to $1 per ride.
It anticipates additional revenues of $2.5 million to $3 million from the new structure to offset operating costs.
The board will consider the new fare structure when it meets at 2 p.m. Dec. 8 at the JTA main office at 100 N. Myrtle Ave.
356-2466