Coastal Cities Offer Beaches Up As Advertising Space
California beach cities are vying for corporate sponsors to advertise their business on lifeguard towers, trash cans, warning signs, vending machines and volleyball nets up
LOS ANGELES, January 15, 2012
This place used to sell itself.
The sun-kissed coastline, the glassy waves and the tens of millions of visitors who descended onto the spacious sand like clockwork. They were the magical ingredients that beach cities in California could bank on to bring in a steady stream of corporate dollars.
For exclusive rights to put company logos on lifeguard towers, trash cans, warning signs, vending machines and volleyball nets up and down the Los Angeles County coast, the bidding would start at $700,000.
But every wave must crash.
Precisely when government officials from San Diego to Santa Cruz are most eager to tap some much-needed revenue by considering logos on almost anything — even ads imprinted onto the sand itself — the still-lumbering economy has taken the sparkle right out of the seashore.
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