Henrico County VA
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‘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.
Community

Henricus Historical Park to host Publick Day Sept. 20

Henricus Historical Park will commemorate its anniversary during Publick Day, a signature annual event that celebrates the establishment of the second successful English settlement in the New World. In September 1611, Sir Thomas Dale, along with soldiers, tradesmen and farmers, ventured from Jamestown to create the Citie of Henricus. Leaders of Henricus developed the first English hospital, chartered the first college in North America, established tobacco as the first cash crop in Virginia, and created a place where Pocahontas lived and met John Rolfe.

Publick Day will take place Saturday, Sept. 20, from 10 a.m. to 5 p.m. Admission is free and parking is $5 per vehicle. > Read more.

Commonwealth Parenting, CMoR-Short Pump to present 6-part parenting forum series

As part of its 30th anniversary year and partnership with the Children's Museum of Richmond, Commonwealth Parenting will present a six-part RVA Parents Forum Series to address some of the toughest issues confronting parents.

Parenting experts and family educators will tackle topics ranging from bullying to alcohol, sex to divorce, and technology and stress. Parents will learn how to identify potential problems.

"We're excited about bringing this much-needed forum series to parents in central Virginia. Through our valuable partnership with Commonwealth Parenting, we can have a deeper impact in the community through parent and caregiver education," said Karen Coltrane, president and CEO of the Children's Museum of Richmond. > Read more.

Celebrating 106 years

Former Sandston resident Mildred Taylor celebrated her 106th birthday Aug. 9. Taylor, who now lives in Powhatan, is still a member of Sandston Baptist Church. She was visited the day after her birthday by several members of the church, who played for her a recording of the entire church membership singing happy birthday to her during worship. > Read more.

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Entertainment

Weekend Top 10


Check out these three B’s in Henrico this weekend: books, bluegrass and “Born Yesterday.” Other activities to participate in – and feel good about – are the 15th annual James River Regional Cleanup and the 5th annual Richmond Out of the Darkness Community Walk. For all our top picks this weekend, click here! > Read more.

When the cliche stands tall

Inspirational football movie tries too hard for its own good
When the Game Stands Tall is based on a true story – an unbelievable true story that takes the word “inspiring” about as far as it can go.

It’s a film about Bob Ladouceur, coach of the De La Salle High Spartans, a California high school football team with 12 consecutive undefeated seasons (a staggering 151 games won in a row).

Along the way, Ladouceur (played by Jim Caviezel) faced the kind of hardship most football coaches (thankfully) can only imagine – suffering a near-fatal heart attack, the death of a star player, and rebuilding the team after that 151-game streak came to a humiliating end. > Read more.

Weekend Top 10


Enjoy political comedy at its finest with The Capitol Steps at The Cultural Arts Center at Glen Allen. Methodist and Baptist churches unite for the fourth annual Mission Footprint 5K, taking place at Trinity UMC. Or in honor of Grandparent’s Day on Sunday, treat them to A Grand Family Affair or maybe a movie – the 1978 film “Superman” is at the Henrico Theatre. For all our top picks this weekend, click here! > Read more.

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The Short Pump Ruritan Club is seeking crafters for its 24th annual craft show, which will be held Saturday, Oct. 25, at Short Pump Middle School, 4701 Pouncey Tract Road.… Full text

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