‘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.
Lewis Ginter Botanical Garden’s admission has increased by $1 across all categories. Admission is now $12 for adults; $11 for seniors ages 55 and older; and $8 for children ages 3–12. Admission remains free for children ages 3 and younger and for members.
The last price increase was in 2011, before the Garden consistently hosted Butterflies LIVE! (which is included with admission). > Read more.
The threat of bad weather didn’t keep visitors away from Lewis Ginter Botanical Garden July 10 for the facility’s weekly Flowers After 5 event (which pairs music and food with a chance to stroll the garden) and its monthly Fidos After 5 (which allows dog owners to bring their pets with them to enjoy the evening). > Read more.
Thanks in part to a $10,000 gift from the Western Henrico Rotary Club, another bright pink Jeep modified to travel extremely rough terrain has been delivered to Midwives For Haiti so that more pregnant women in the quake-ravaged country will have access to prenatal care and a greater chance of surviving childbirth.
The funds were raised at the annual casino night held in February, club president Adam Cherry said. The Rotary Club also helped purchase the Virginia-based charity’s first pink jeep three years ago. > Read more.
A finalist in the Bravo television show Top Chef is bringing one of his four restaurant chains to Henrico County.
Bryan Voltaggio, who was the runner-up of the sixth season of Top Chef, (finishing second to his brother, Michael) and his business partner, Hilda Staples, will open their third Family Meal restaurant, at Henrico's Willow Lawn shopping center. The restaurant is expected to open early next year. > Read more.
The United States Army Field Band will present a free public performance at Deep Run Park in Henrico on Sunday, Aug 3 at 3 p.m.
Members of the band are soldiers who also serve as “musical ambassadors of the Army” and perform for schools and communities nationwide.
The Concert Band will be performing along with the Soldiers’ Chorus. > Read more.
Get up and dance – square dance, that is – with the Tuckahoe Square Dance Club tonight! More musical events this weekend include family-friendly karaoke at Aunt Sarah’s Pancake House, the United States Army Field Band and Soldiers’ Chorus Concert and the Henrico Teen Theatre Company’s production of “The Boy Who Cried Wolf.” For all our top picks this weekend, click here! > Read more.
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CalendarAll ages are invited to play with toys and games that don’t require batteries from 10 a.m. to 12 p.m. at Walkerton Tavern, 2892 Mountain Rd. Games include nine pins,… Full text