Beverly Hills-- It’s Got Pizazz, but Will It Sell?

The Beverly Hills Board of Education is thinking about selling what may be its most valuable asset--its name.

If new board President Frank Fenton gets his way, the school district will copyright the high school logo and market it on everything from T-shirts to educational programs. He also wants the district to investigate the possibility of issuing bonds to support its capital improvement projects.

Fenton’s marketing ideas were among several plans he proposed last week to help the financially troubled school district cope with an estimated $3-million to $4-million deficit at the end of the year.

His remarks were made as part of his acceptance speech following his installation as the board’s new president, replacing Fred Stern whose one-year term expired.

Could Go Nationwide

“I want to capitalize on the aura and magic of Beverly Hills,” Fenton told his audience. “Not every child can attend a Beverly Hills school, but I want to give every child the opportunity to wear our T-shirts, sweat shirts and our logo. I want this district to capitalize on its name through a nationwide program of licensing and distribution. This includes retailing and mail order.”

Fenton said he came up with the idea of selling Beverly Hills school products nationally after a stop at Dallas/ Fort Worth International Airport. “There were stores selling Beverly Hills High School T-shirts right there in the airport,” he said. “It was just a rip-off.”

For the most part, Fenton received a favorable reaction to his proposal, but there were some who said it was too commercial.

School board member Mark Egerman said he is willing to consider Fenton’s plan. “My feeling is that anything that will generate a significant amount of dollars and is of value for the children is worth investigating,” he said.

Another school board member, Betty Wilson, agreed. “They are only concepts at this time, and we need to look at everything we can,” she said. “I don’t think we should close our minds to anything.”

City Councilman Benjamin Stansbury said: “I admire his courage in trying to select some new avenues to explore. There is no doubt that we need new financial sources.”

But Rudy Cole, a community leader who attended last Tuesday’s board meeting, said he is against the plan.

“I thought it was inappropriate,” Cole said. “I don’t know that it’s good for the total image of the community. I think he should be commended for being innovative, but I am a little hesitant to see the city’s image projected in such a commercial manner. I think we need to project other values than our commercial value.”

Bond Rating Sought

Fenton, who is a financial consultant, said he has asked that the district apply to a bond rating service for a bond rating. Fenton proposed that the district issue bonds to obtain money to make building repairs that are needed over the next few years.

Issuing bonds, Fenton said, would free up nearly $1 million in capital improvement funds. Repayment of the bonds would be spread out over a longer period, giving the district more time to raise money.

Fenton said he supported other efforts to raise money, such as leasing excess property and increasing oil production from wells pumping on the district’s high school campus. Fenton also said the district will have to determine over the next four weeks whether it will ask the voters to approve a tax on each parcel of land in the city.

Stansbury said that getting a parcel tax to raise additional funds approved by the voters will not be easy.

“You need two-thirds of the voters to approve a parcel tax,” he said, “and that would take the support of the board and all its backers and the support of the City Council and all of its backers to get through.”

At last Tuesday night’s meeting the board also paid tribute to retiring board member Jerry Weinstein. Newly elected board members Dana Tomarken and Fred Stern were sworn into office.