Imagine, if you will, renaming Poverty Point—the World Heritage site in north Louisiana and one of the most important archaeological sites in all of North America—as The CenturyLink Poverty Point World Heritage Site.
“There’s no such naming sponsor attached yet, but it could be a reality soon enough,” writes Jeremy Alford in his latest column.
As revenues continue to dip and the state struggles with filling massive budget gaps—it’s a $750 million hole for next fiscal year—Alford says agencies and departments are slowly embracing the idea of corporate advertising.
“If it can be done tastefully, with shades of transparency and fairness, it’s not an altogether terrible idea,” he writes. “For naysayers, consider higher taxes and fees as the alternative.”
The topic came up last week when Lt. Gov. Billy Nungesser told lawmakers that he was trying to figure out how to erase $26 million in budget cuts made to the Department of Culture, Recreation and Tourism over the past several years. Selling naming rights to some of the parks was brought up as an “outside the box” idea.
“It’s a building trend in state government,” Alford writes. “In the ongoing regular session there’s also House Bill 867 by Rep. Chris Leopold, R-Belle Chasse, which would allow the Department of Agriculture to place advertising on property it owns. That includes everything from its vehicle fleet to land.”
Alford notes the state Department of Transportation and Development inked a contract with State Farm in 2014 to feature the insurance company’s logo on its motorist assistance vehicles to the tune of roughly $250,000. And the agency received permission last year to begin selling ads to private companies.
“As long as the state doesn’t end up in some kind of twisted sweetheart deal with a major corporation, and entire arms of departments aren’t being dedicated to outside advertising sales, this concept can work,” Alford writes. “It can become a mutually beneficial arrangement that helps departments create self-generated revenue and companies and individuals build their brands.”
But, he stresses, it has to be a competitive process that is open and both sides must be able to show some value received, whether it be through profitability or brand awareness.
“Just as long as lawmakers aren’t asked to wear logos of donors during session, like NASCAR drivers on the track, this trend could continue to build,” Alford muses. “Then again, that idea might have some legs.”
Jeremy Alford publishes LaPolitics Weekly, a newsletter on Louisiana politics, at LaPolitics.com. Follow him on Twitter, or on Facebook. He can be reached at JJA@LaPolitics.com.
