Report Prepared by: Rhett Williams, Airport Manager, Merced Yosemite Regional Airport
Title
SUBJECT: Recommendation to the City Council Regarding a Proposed Advertising Fee Schedule for the Merced Yosemite Regional Airport
REPORT IN BRIEF
The Regional Airport Authority is being asked to review proposed Advertisement Fee Schedule for the Merced Yosemite Regional Airport and provide a recommendation to the Merced City Council.
RECOMMENDATION
Regional Airport Authority - Adopt a motion recommending the Merced City Council approve the Advertising Fee Schedule are recommended by staff.
ALTERNATIVES
1. Recommend approval to the City Council as recommended by Staff; or,
2. Recommend approval to the City Council (with modifications as specified in the motion); or
3. Recommend denial to the City Council; or,
4. Continue to a future meeting (date and time to be specified in the motion)
DISCUSSION
City staff proposes to permit commercial advertising within the Merced Yosemite Regional Airport (MCE) as a means of generating a new revenue stream to enhance airport services and improve facilities. Because advertising is a new concept for MCE, staff recommends launching a two-year Pilot Program, with the option to extend it for one additional year. This pilot period will allow staff to fully test the program, evaluate demand, and make adjustments as needed after the pilot period ends.
To support this effort, staff is proposing a Tiered Advertising Fee Schedule (Attachment 1 and Table 2.0). Options include:
* Custom displays ranging from large formats (up to 4 ft ? 5 ft) to small formats (5 in ? 5 in).
* Digital advertising options at separate rates.
* Reduced rates for qualified 501(c)(3) nonprofit organizations (excluding higher-education institutions).
* Temporary advertising opportunities, ranging from 1 week to 1 month, commonly used for local festivals or special events.
Airport Advertisement Fee Study
Staff conducted a fee analysis comparing advertis...
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