PURPOSE/JUSTIFICATION OF RECOMMENDED ACTION. Adopt A Highway Maintenance Corporation (AHMC) is a private outdoor advertising media company established in 1990 that contracts with government agencies to provide litter removal and roadway maintenance services in exchange for the rights to sell outdoor signage opportunities along highways and interstates to third parties. AHMC has served as the Department of Beaches and Harbors’ (Department) beach trash barrel sponsor for over 20 years, with the last agreement expiring on October 22, 2016. The Department has since negotiated a new three-year Beach Trash Barrel Sponsorship Agreement (Agreement), with one two-year option period, that will provide for a newly-designed trash barrel according to Department requirements, which will far exceed the current beach barrel with regard to its durability, lid functionality, and improved operational effectiveness for use by beachgoers and handling by the Department’s maintenance staff. AHMC will donate 3,000 trash barrels for placement on beaches that are owned, controlled, or managed by the Department. In exchange for the donation of the redesigned barrels, AHMC will receive exclusive advertising rights on the barrels, which allows for third-party advertising approved by the Department and the Fire Department’s Chief Lifeguard to be wrapped around the lower portion of the barrel. The Department will retain ownership of the barrels after the Agreement expires and will also be provided with the barrel fabrication specifications, as well as information and one-time training on the fabrication, installation and removal of barrel wraps. The negotiated agreement also provides for the County’s public service messaging on the barrels. In all three years, this messaging will be in the upper portion of the barrel. In the third year, public service messaging is contemplated for the bottom portion of the barrel, pursuant to the Department’s Trash Barrel Environmental Messaging Campaign just being initiated now. As conceived, the Department’s long-term campaign will include a contest similar to the County Public Library’s Bookmark Contest, pursuant to which grade-school children from all five Supervisorial Districts will be encouraged to enter into a contest to design environmental messaging for the trash barrels, which will be printed by the Department for installation by Sponsor on 1,250 barrels. A maximum of 1,250 barrels will remain available to AHMC for third-party advertising in the third year, unless written authorization is secured from the Director in exchange for added AHMC contributions to the Department.
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Sources: Sponsorship Agreement, Sponsorship Agreement