City officials are poised to expand a program that allows businesses and nonprofit groups to buy banner ads at all municipal sports fields in an effort to generate more revenue.
The Parks, Recreation and Community Services Commission endorsed the plan Monday, setting the stage for city officials to come back with a formal proposal in about two months, said Community Services and Parks Director Jess Duran.
Even with the expanded program, in which banners will be available for up to $200 a pop per month, it is not expected to be a cash cow for the city.
Since October, businesses and groups have been able to hang banners at Glendale Sports Complex and Verdugo Skate Park, but the program has generated just $300 from a marketing agency advertising movies. The program started after cell-phone companies and skateboarding retailers asked if they could advertise in the area.
Revenues are expected to increase significantly via an expanded banner program because the city does not have the resources to solicit buyers, according to a report to the park commission.
Commissioners on Monday suggested tapping the Glendale Parks and Open Space Foundation to help with marketing.
Businesses currently pay $100 to $200 a month to hang banners, while the monthly rate for nonprofit organizations is $50. Those prices would be maintained under the larger program. Youth groups are allowed to hang fliers during their event for free, but must take the banners down afterward.