Assemblyman touts ads on school buses

Terry Webster

Monday, Oct. 4, 1999 | 11:42 a.m.

Flashy ads for cheeseburgers and tacos won't solve every funding crunch in the Clark County School District.

But Assemblyman Mark Manendo, D-Las Vegas, thinks that advertising on school buses could help the district raise money -- possibly millions of dollars. And he can't understand why Nevada schools aren't taking advantage of a law that allows it.

Under legislation passed in 1997, the district could place 4-by-4- foot ads on its school bus fleet. The law bars ads promoting tobacco use, adult entertainment, violence, hate, illegal drugs, political parties or religious organizations. But that leaves plenty of other products.

Manendo said money raised by the ads could help chip away at the cost of reducing the student walking distance from 2 miles to 1.5 miles.

"They always say they don't have the money and that's it," he said. "But here's an avenue they could use."

School district Superintendent Brian Cram dislikes the idea.

"It's not that we don't do some of that," said Cram, pointing out that advertising can be seen on school athletic fields, but for him, putting ads on buses has a different connotation. "I think it sends the wrong message to students," he said. "It implies the district endorses the advertiser."

Periodically the district receives proposals to advertise on school buses, Cram said.

Ronald Despenza, school district transportation director, said the issue is frequently raised. He wishes it would go away.

"I hope it never happens," Despenza said. "It's not a big money-maker. It would not even put a dent in the cost to reduce the walking distance."

The school district has estimated it will cost $13 million to reduce the walking distance by one-half mile, a figure Manendo questions.

"I'm also concerned about the safety of the kids," Despenza said. "A school bus is painted yellow for a reason. Taking that away takes away from the safety of students."

Colorado Springs School District 11, with a student population of about 31,000, was the nation's first district to turn its school buses into billboards.

Since the ads sprouted in 1993, so have advantages and disadvantages, Colorado school officials say.

"Over time it evolves into a complex thing," said John Leavitt, a spokesman for the Colorado school district. "It can be a hassle administratively."

The school district had to hire a sign firm to help manage the program. Buses generally are limited to one sign apiece and not all of District 11's 80-bus fleet have signs. Clark County, in comparison, has 980 buses.

District 11's advertising campaign generated $180,000 during the last fiscal year, Leavitt said.

"It doesn't solve all ills, but it is helpful in getting funds for things like new books or furniture," Leavitt said.

Fast food restaurants dominate the advertising, but District 11 also has signed on with a deodorant soap.

Voters in District 11 approved school bus advertising, but it hasn't been without controversy.

"It's very conservative here," Leavitt said. "It's very difficult to pass any measures to raise taxes."

A California activist group that opposes in-school advertising periodically contacts the district to voice its opinion, Leavitt said. Nonresidents also have complained about the ads.

According to Leavitt, the students don't seem to mind them.

"They experience this in every aspect of their lives anyway," he said. "I think they really could care less."