‘This road brought to you by…’

As the state budget inches closer to passage by the General Assembly, the Virginia Department of Transportation is hoping to raise money by selling the naming rights for roads, bridges and highway stretches.

“We look for revenue generation opportunity where we can, and we try to be creative with it,” VDOT spokeswoman Tamara Rollison said.

She said it has been a struggle for VDOT to maintain Virginia’s infrastructure in light of the department’s financial troubles.

“Our resources and revenues have been dwindling over the years,” she said, noting that a 1986 gas tax increase was the most recent serious increase in revenue. “When we can find innovative ways to partner with the private sector and generate some revenue, we try to do that.”

On March 10, the final day of the regular legislative session, the General Assembly passed two identical bills authorizing the Commonwealth Transportation Board, VDOT’s governing body, to sell the naming rights for such facilities as roads and ferries.

“The Board shall develop and approve guidelines governing the naming of highways, bridges, interchanges, and other transportation facilities by private entities and the applicable fees for such naming rights. Such fees shall be deposited in the Highway Maintenance and Operating Fund,” according to Senate Bill 639 and House Bill 1248.

The legislation, which is awaiting Gov. Bob McDonnell’s signature, says roads and facilities that already commemorate someone or carry a special name cannot be renamed “unless such naming incorporates the previous name.”

Moreover, “No name shall be eligible for the naming rights … if it in any way reasonably connotes anything that (i) is profane, obscene, or vulgar; (ii) is sexually explicit or graphic; (iii) is excretory related; (iv) is descriptive of intimate body parts or genitals; (v) is descriptive of illegal activities or substances; (vi) condones or encourages violence; or (vii) is socially, racially, or ethnically offensive or disparaging.”

Early projections of the prices and sales of road naming rights show that the program could raise a few million dollars per year and $273 million over the next 20 years. That’s a mere fraction of VDOT’s annual budget, which is $4.76 billion for fiscal year 2012.

Still, every little bit helps, officials say.

That’s especially true as the General Assembly holds a special session to craft a state budget for the next two years. The House and Senate have passed competing budgets, and a conference committee is trying to hammer out a compromise acceptable to both chambers.

The Senate version of the budget would delay the opening of tolls in Hampton Roads until 2014. This could cost the state an estimated $125 million. VDOT could offset some of the loss by selling the naming rights for roads.

Virginia already has developed a naming rights program for its highway rest stops, slated to begin later this year.

The central question is whether putting a name on a bridge or road will be attractive to consumers, especially to businesses seeking to expand their brand’s reach.

“I think the companies will love it,” said Bridget Camden, a professor of advertising at Virginia Commonwealth University. “Every time someone hits MapQuest, the name would come up.”

Camden, who spent 20 years in the advertising world working with companies such as IBM, BP and American Express, said companies initially might jump at the chance to brand a highway with their logo if the price is right. But certain factors could deter businesses from buying the naming rights.

“I think it could backfire on them if they can’t control the stretch of road,” Camden said. For instance, roads can have problems ranging from litter to prostitution – and those things could hurt a company’s image.

Camden said controlling the “brand message” and associations tied to a company is key for effective advertising.

“Every company wants their name associated with something positive, but what if that stretch of highway is accident prone?” she asked.

One possible solution is that companies not only buy the naming rights to the road or highway but also “adopt” the stretch and do some basic maintenance.

“Big corporations become very conscious about how they look, so maybe it will be incentive to keep the roads clean,” Camden said.
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Reynolds CC dedicates student center


Reynolds Community College recently celebrated the dedication of the Jerry and Mary Owen Student Center, named for longtime supporters of the college who have made numerous investments in it.

Jerry Owen served on the Reynolds College Board from 1984 to 1988, and he and his wife support the college’s scholarship fund and created an endowment for the Reynolds Middle College, which helps students earn a high school equivalency and transition into a degree or workforce credential program. > Read more.

Capital One sponsors ‘Coders Experience’


Capital One hosted its “Coders Experience” event in Richmond and a number of other state locations Oct. 14. The events attracted hundreds of middle school girls, who learned how to create their own mobile apps, hone problem-solving skills and gain software development knowledge. A second day of Coders Experience events will take place Oct. 21. More than 500 Capital One volunteers are participating in the 10 events. > Read more.

Hermitage band member named All-American


The U.S. Army All-American Bowl Presented by American Family Insurance Selection Tour will visit Hermitage H.S. Oct. 19 to recognize Truman Chancy as a 2018 U.S. Army All-American. Hermitage High School will honor Chancy before his classmates, bandmates, family and friends at the high school’s band room during band practice, and he will be presented with his honorary All-American Marching Band jacket. > Read more.

Crime Stoppers’ Crime of the Week: Oct. 16, 2017


This week, Metro Richmond Crime Stoppers is asking for the public to assist the Richmond Police Department in the identification of wayward artists that were using buildings as their canvas.

In the early morning hours of Sept. 14, four people were recorded on security cameras vandalizing multiple properties in the area of the 2500 blocks of West Main Street and Floyd Avenue. The suspects (pictured) were walking north on Robinson Street and spray painting the properties as they meandered along. > Read more.

Slipping through


Hermitage quarterback Jay Carney escapes defenders during the Panthers' 33-0 win against Godwin Friday night. Hermitage is 8-0 and has won its past four games by a combined score of 172-28. > Read more.

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October 2017
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The Henrico Christmas Mother will accept applications for assistance on the first four Mondays of October at 361 Dabbs House Rd. at the following times: 9:30 a.m. to 3 p.m. Oct. 2, 9:30 a.m. to 3 p.m. Oct. 9, 2 p.m. to 6 p.m. Oct. 16, and 9:30 a.m. to 3 p.m. Oct. 23. Applicants must live in Henrico County and meet income guidelines. Families with school age or younger children, adults 65 and over and adults with a documented disability may apply. For information on how to apply and the documents required, as well as information on how to make a donation, visit http://www.henricochristmasmother.org. Full text

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