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Should they be banned?
Rolling billboards block views, clog traffic and often put parents in awkward situations
Sam Morris
A mobile billboard blocks the view of Paris on the Strip on Tuesday, March 24, 2009.
Friday, March 27, 2009 | 2 a.m.
Reader poll
Mobile Billboard Bill
A Clark County Commissioner wants to prohibit mobile billboards on the Las Vegas Strip. In Business gets reaction from neighborhood activist Lisa Mayo-DeRiso and Big Traffic Mobile Billboards Worldwide President Marla Letizia. Plus, President Obama lends small business a helping hand.
Sun Archives
The rolling billboards that have become so prevalent on the Strip are unpopular with some parents because of the questions the signs prompt from children who want to know what “girls direct to your room” means.
Motorists and cabdrivers complain about the signs-on-wheels clogging traffic. Critics say the signs are creating air and eye pollution without serving any transportation purpose.
But proponents of the mobile billboards counter that they serve a vital economic purpose, helping to beat back the recession by creating jobs and providing fairly inexpensive and effective advertising for businesses.
Those same arguments have been made in courtrooms across the country, with varying results.
In the fall in Naples, Fla., a judge ruled against Collier County and said a mobile billboard ban is unconstitutional. The county paid the company $225,000 for lost revenue.
But also in the fall, Los Angeles’ 2nd District Court of Appeals ruled just the opposite, saying West Hollywood’s ban is constitutional.
Hawaii’s outlawing of mobile billboards dates to 2006, and has held up so far. Austin, Texas, enacted a ban in 2008.
Some would like to see one here too. Clark County is home of the second-largest mobile billboard company in the country, Big Traffic Mobile Billboards. The Outdoor Advertising Association of America estimates mobile sign companies in Las Vegas earn revenue of $3 million to $5 million per year.
But they have an enemy in Clark County Commissioner Chris Giunchigliani, who notes that they clog and obscure Las Vegas’ National Scenic Byway (the Strip) and they are mostly unregulated.
That some of them advertise “hot babes” isn’t a concern, she said. “This is not a content issue.”
She added that while buses and taxis are also plastered with advertisements, “at least they are transporting something.” The billboard trucks deliver nothing but a sales pitch.
County ordinances regulate where commercial trucks of 50,000 pounds or more can operate but say nothing about the lightweight trucks that mobile billboard companies typically use. Giunchigliani said police have told her they don’t always have time to verify the parameters of a truck they think might go beyond another ordinance that restricts an advertisement’s square footage.
“So I decided a blanket ban is the way to go,” she said.
To that end, Giunchigliani sought the help of Assemblyman Kelvin Atkinson, a Democrat representing Las Vegas — and a Clark County employee. Atkinson is chairman of the Assembly Transportation Committee, and Giunchigliani hoped he would get a bill draft to his committee. Through a staff member, Atkinson said the bill did not get introduced simply because it was not drafted in time. Asked why, the staffer said “no one knows.”
Sources close to the process, however, say Atkinson ended his effort to push for the bill draft because state lawyers cited too many potential legal pitfalls. Another source said the bill might later be resurrected as an amendment. Others say there is no stomach to field the bill and get into a potential First Amendment tiff when more pressing budgetary matters are at hand.
“So I should just stop because other people say it won’t pass?” Giunchigliani asked rhetorically. “I don’t operate that way. I think it’s an important issue.”
So does Marla Letizia, founder of Big Traffic Mobile Billboards, who was in Carson City this week to try to ensure Giunchigliani’s idea does not wind up as an amendment to some other bill.
Letizia is passionate about the company she founded with one truck eight years ago. Her business now has 13 trucks, employs 120 people and has grown 30 percent in the past year. To combat the argument that the signs would obstruct or interfere with the interests of casino operators on the Strip, she cites a client list that includes Harrah’s and MGM Mirage.
“These companies are desperate for point-of-purchase advertising,” Letizia said. “There are 250,000 people who walk up and down the Strip and our product is guaranteed to be right in front of them.”
Prices vary, but one mobile ad going up and down the Strip 14 hours a day can cost $1,000. Contracts can be signed for shorter stints. And beyond human sandwich boards, there are few opportunities anywhere on the Strip to advertise, even though handbillers for outcall services are allowed to work there.
Letizia said she is hurt by Giunchigliani’s effort and notes that Big Traffic competes for customers with buses operated by the Regional Transportation Commission of Southern Nevada, many of which are also plastered with advertisements. The RTC is overseen by a multi-jurisdictional board whose members include city representatives and county commissioners. Giunchigliani sits on the board. Indeed, on a recent Tuesday evening in front of Mon Ami Gabi, four double-decker buses passed by during the same 10-minute period in which six billboard trucks passed.
“So a publicly operated organization is competing against us for business,” Letizia said. “Is that right?”
Letizia stressed that her company does not advertise the “hot babes” ads and hates being lumped in with them. The owner of the company that runs those ads could not be reached for comment.
But truth be told, not everyone on the Strip is bothered by the ads, including 32-year-old Puma Stangle, in town from Sedona, Ariz. “There’s such a bombardment of advertising down here,” Stangle said as a “hot babes” truck idled. “You kind of expect it. Then you don’t even notice it.”
Discussion: 29 comments so far…
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Mobile billboards waste natural resources, contribute to gridlock and are an eyesore. They should be banned.
I am sure Harrah's is a big proponent of the billboards. Maybe they can advertise their "CodeGreen" initiative on the rolling signs.
Mobile billboards are an embarrassement to Las Vegas.
Hey all. We're going to be talking more about this on Face to Face with Jon Ralston next week. On Monday, March 30, we are scheduled to interview mobile billboard critic Lisa Mayo-DeRiso and Marla Letizia. And on Wednesday, April 1, we have County Commissioner Chris Giunchigliani scheduled to appear (although this isn't the only topic we'll be discussing with her). That's on Las Vegas ONE, Cox Channel 19 at 5:30pm, 6:30pm and 8:00pm.
I agree with Commissioner Chris G, these things should be banned, they clog the stip and are prevelant in disrupting rush hour traffic throughout the valley by moving slower than posted speed limits.
Sounds like a legislative shake down.
This is where they have "concern" about some business that is a cash cow.
This "concern" triggers a overt and covert money flow to the politicans and their friends from the cash cow businesses.
A law might still be passed but it will be watered down but hanging over the businesses heads to keeping the money flowing.
The law about strip dancing is a good example.
The tax increases that are being discussed probably are generating tons of money for the pols and their friends.
UPDATE: Commissioner Giunchigliani will not be appearing on Face to Face this Wednesday, April 1 after all. Moments ago, her office cancelled saying "something's come up." I am trying to re-schedule the commissioner at a later date.
Ban them if you:
1) Hate freedom, especially freedom of speech
2) Want to put people out of work
It reminds me of the old line about why women wear makeup and perfume--- because they're ugly and they smell bad.
Businesses are putting out money to get people to think about them.
What's your problem? They have the right to free speech and to stimulate the economy just as much as you have the right to criticize them for trying to survive in hard times. Playing the environmental card on them doesn't seem quite fair.
The rolling billboards are an eyesore and a driving nuisance.
Get them off the streets.
Free speech doesn't mean I (nor anyone else) has to be forced to view public pornography against our own discretion. Get them off the road and get the raunchy billboards off too. "Free speech" in your OWN house or somewhere else, NOT where I have to drive my car.
It's probably a shock now days but a little dignity has NEVER hurt anyone before, and still won't today. How about Las Vegas attempts to get a pinch of dignity back? I wouldn't think it to be our complete goal to turn this place into the biggest trash pot possible. Seriously. Visitors and families have rights and there needs to be some regulations. And the people who want to seek out that garbage can do it on their own time, in there own place.
Mobile billboards are no worse than any other avenue of advertising. People call them an eyesore, but what about the hundreds of stationary billboards around the city? If you're going to pull the environmental card, what about the billboards who use electricity to change images every few seconds? At least the more concerned business owners of mobile billboards use biodiesel fuel and keep their trucks clean.
The last few times I've been on the Strip - a) traffic flowed freely and quickly, and b) I was no more distracted by mobile billboards than the sky-high ads on the side of casinos, the bright neon flashing lights or the porn peddlers on the road.
We have huge resort properties who eat up tons of water, electricity and natural resources each day - yet they also employ thousands upon thousands of workers and are the basis of a good chunk of our economy. There's give and take. And right now, we can't afford to put even more people out of work and increase our standing 10.1 percent unemployment rate.
Advertising is a great way to stimulate revenue in a down economy. Mobile billboards are far less in number than any other vehicle out there and they are stimulating the local economy by providing jobs as well as advertising for local businesses. As a native Las Vegan, I support any out of the box creative indsutry that keeps our city thriving!
They need to get the hookers out of Vegas. They need to get the street vendors out of there as well. Anyone that is utilizing those services is probably not adding much to the city's revenue. Vegas can be just as amazing without this stuff. I don't have a problem with the mobile billboards, but the content is ridiculous. Clearly the strip is not a family place, but it can still have the "sin city" reputation without this type of marketing.
The majority of the billboard trucks out there advertise shows, clubs, fast food, car dealerships & political candidates...oh yes, and charities like Make-a-Wish, for free! The hooker-AD-trucks are the dirty bath water surrounding the baby. And that baby is employing a heck of a lot of people, paying a lot of taxes & generating revenue for an anemic economy. I am so sick of dingy local politicians & their hidden agendas behind agenized legislation. Pay to play, anyone?
Billboards, telephone poles and electric highlines are a part of urban American cityscape.
They embody a warm room in the winter, a cold room in the summer, the ability to communicate, and commerce.
But, for goodness sakes, why post a photo of poor old comedian George Wallace with your article. The rolling billboards that deserve the mute button are those which advertise escort services and strip clubs.
You know what one of the coolest things about strip clubs is? They are supposed to be in secondary or third tier locations where nobody knows where you went, to exercise a little r and r escape from stress and the monthly grind of job and responsibilities.
But, in Vegas, everything is IN YOUR FACE. Vegas doesn't have anything you won't find in any major city in the United States. Except in Vegas, it's all IN YOUR FACE, 24-7. That's the problem. As for George, for goodness sake, he's a great guy, leave him out of your REAL QUESTION HERE.
I totally agree with the slippery slope arguments here. Freedom of Speech has to WIN out here. Also, I will be the 1st to admit that I don't love what the Strip Clubs etc do for the Media Form of Mobile Billboards but that kind of advertising is also on TV. Should we ban the TV? NO, I don't think so. And as far as traffic etc...there are probably not even 5 hundred total Mobile Billboards in the entire country(I work for one of the companies and know my competition)...so that's really not a valid argument especially when compared to the actual number of cars and trucks etc on our roads. I wonder what the driver who is driving one of the Mobile Billboards that I just thankfully sold would say in this comment page knowing that he has to provide for his entire family becasue his wife cannot find work and yet they have 2 babies to feed?? Please be careful with sweeping statements and judgments before you really know just how many jobs are created by my company on an ongoing basis. That's not to count the tire and window makers let alone the car companies themselves who make our trucks. Shall we go on...how about our Operations Dept and sales teams and HR and...and...and???
One more thing:
It's called Capitalism! If you don't like the concept...get out of this Country! You people don't like Mobile Billboards because you say all it does is clog traffic and pollutes. Well genius, I would like to ask you..."what does your car do??" Any answers?? I will tell you what it does: THE SAME THING! It clogs traffic and pollutes all the same! Now just because the Mobile Billboard stands out from a crowd(that's its goal) you want to point your finger and say that's the Bad Guy(sorry to have to quote Scarface). You know what happens when you point your finger? 3 fingers point back at you! Lastly, when you say "But their sole purpose is to advertise." I say, "what is your purpose when you are driving?" To get somewhere...nothing more. That's what a Mobile Billboard is doing...getting somewhere....getting a message across. I would say that Mobile Billboards have more of a purpose than most of the cars being driven out there do. How useful was the Krispy Kreme run?
What about the right to Free Speech. Maybe a few of the more explicit ones about Men's Club and Woman to the Room --could be tamed down.
Perhaps the mobile billboards could drive in the center lane -- so for tourists -- it won't block what's going on to the right and the same thing for the return trip.
In all fairness, they advertise sporting events and all kinds of things.
They have a big impact -- maybe they could throw in a few pro - bono hours a week of for various charities i.e. -Cancer Awarenss or other Charitiable events to benefit of all of the community. Another example, Blood donations, etc.
They can do lots of good and little harm.
I am a mobile billboard driver for one the leading mobile billboard companies in the US and I have 4 points. (1) Economic climate. I was just thinking today how privileged and grateful I am to have a steady paying job(going on 5 years now)with all the turmoil and collapse of businesses all around us,you think now's the time to strip more people of their lively hoods? Should we wait in line for a hand out from our "trusty Government"?
(2)You say distraction?? In Vegas? Come on!! You got an Eiffel Tower, Statue of Liberty,Roller Coaster,Space Needle plus free live shows every half hour and your worried about mobile billboards?
(3)Environment.A lot of mobile billboard companies have been going green by switching the types of fuel they use to recycling the signs plus many other things. I know our company has a Do It Green mission statement that it takes very seriously.
(4)Purpose. Not all mobile billboards are used to promote a product or a store. You would be very surprised to learn how many public Servants,Local,City,Government Officials and Presidents have used Mobile Billboards for their campaigns.On a personal note. I was sent to New Orleans with my mobile billboard two months after hurricane Katrina.There was no power yet.People were standing in line for food at Red Cross trailers. There was no infrastructure of communication set up yet. My signs were directing people to job fairs letting them know where they can start a career and rebuild.The situation down there touched me and I thought how good it is to be able to use a mobile billboard to direct some one to something they need.
Rolling billboards are very economic and do provide jobs and add revenue to the economy. A lot of large corporations and firms also use mobile billboards for advertising purposes. Companies that have conventions in Las Vegas and other cities often use moblie billboards to advertise. (i.e.- N.B.A. Allstar) held in Las Vegas used and had sponsors that used a lot of mobile billboards. It"s simple! It works and is profitable for companies. Now days, companies use as much resources available to effect success to maintain profitability. Mobile billboards are a great part of providing that success. Some mobile billboard companies have went green having bio-friendly programs in operation. Check around and look at the whole aspect. Don't shoot yourself in the foot Las Vegas and further destroy the economy.
I can't believe this is even up for discussion. We live in a tiny valley with limited options when it comes to pollution control and traffic congestion. The County sat on it's laurels as usual. These things are not only tacky but are polluting our air and causing more traffic. While the rest of the world is trying to figure out how to "go Green" Las Vegas is going for a record to rank last in everything that makes a community worth living in.
And one other point; it's amazing to me how every vulgarian in the country these days holds up the Bill of Rights and the Constitution when most of them couldn't even locate Philadelphia on a map. Somehow I don't think it was Thomas Jefferson's plan to ensure the right of psuedo-prostitution companies to roll backlit advertisements with unattractive scantilly clad women through the streets of America when he was helping to frame the laws of our land. Stop taking history lessons from Howard Stern people and think before you open your mouth.
Ok first of all, any of the people who claim it is an eye sore, or whatever you feel it may be, this is the world of advertising. Get over it. If you can't handle it, go to Germany where they limit their advertising or Sweden.
You complain about these advertisements "always in your face", but the thing is you have the option to turn away, tune out and not have to acknowledge it. You love the commercials on during the super bowl, but you can't deal with a few harmless billboards that move?! Please, get over yourself. While we are at it, lets stop all advertisement! No ads in newspapers, magazines, TV and radio commercials, coupons, etc.
Now if you read, I believe it was Letizia? She said she does not want to be slumped together with the raunchy billboards that go up and down the strip advertising strippers; who would want to be slumped with that? But guess what, that is Las Vegas - Sin City - people come here to drink, gamble, and possibly enjoy themselves at a gentle mans club while they are out here. This is LAS VEGAS. Come on, I knew what was going on at age 7, I would only ask those questions about the hookers to make my parents feel uncomfortable.
If we wish to regress in time, please that is what you will be doing if you remove mobile billboards because that is asking for all billboards to be removed.Doing so, will not only harm the fragile economy Las Vegas has right now, if not ruin it. More people will be out of jobs. Not only from the mobile billboard company, other hotels and companies using their services (and I am not talking about the stripper ones) will have to cut back, and who knows IT MAY BE YOU! So rethink your thoughts please.
Concerned Native
So is it OK to have 10 mobile billboard trucks? 50? 200? They've been banned in many cities, including New York, and something needs to be done. Freedom of speech is one thing-traffic congestion and wasting energy is another thing. Amazing how we equate freedom with the right to be stupid and wasteful.
I thought this was Sin City. A few rolling billboards are not what is clogging traffic on the Strip - it's the 400,000 people (a fair amount of whom are either driving or taking cabs) in a four-mile stretch. People complaining that these trucks are blocking the views of stucco replicas of France and Italy need to get a life.
I am not a fan of the mobile billboards either but as long as the county commisioners are not going to do anything about the people who stand on the strip and hand out the "porn" cards and flyers, then they need to leave the mobile billboards alone. I have walked up and down the strip many times and am definately more annoyed that these flyer pushers can stick their hand out and offer anyone who walks by these ads and they do not discriminate from trying to hand them out to kids. Not to mention the fact that most of the people who accept these handouts take one look and toss them on the sidewalks so kids can come along and pick them up. And it's not like they are spread out any great distance, they are normally three or more of them standing right next to each other.
I know that the county tried to get them banned as well however, it was ruled unconstitutional to ban them. If you lost that battle, don't waste the taxpayers money trying to ban the rolling billboards. In fact why doesn't someone go and put higher taxes on advertizing (of all types) and raise some money to keep our teachers in our schools and our higher education schools from going away.
I hate when our elected officials try banning this or that as a solution. Licensing is the way to go.
I have the priviledge of working for one of the largest mobile billboard companies in the country for the past seven years. Three other members of our team have already posted comments here and have proudly represented our company and our industry. This Is How We Roll. Our company dispatches up to 90 mobile billboards coast to coast and all points in between. Our drivers have run campaigns in every major and not so major city in the country. To be acussed of things such as "clogging traffic" and "wasting resources" by a politician in Las Vegas of all cities.......Really? I have lived in Las Vegas for 12 plus years and I'm pretty sure that the 50,000 to 100,000 tourists that flock to the strip on any given weekend might have something to do with clogged traffic. And I have to think that our city consumes more electricity than cities 10 times larger than Vegas and all that extra energy isn't being used to air condition schools or provide power to any of the many families that can't afford to pay their Nevada Energy bill is it? And be rest assured we are NOT running around unregulated by any means! DOT will verify that. And I didn't see ANY Clark County official give out of their own pocket as Marla Letizia of Big Traffic did to help find the person responsable for the murder of the little girl found in a dumpster a couple of years back. Maybe we should ban politicians that want to eliminate hundreds of jobs during these trying times and do so based on an uneducated opinion. We have one of the highest unemployment rates in the country so why not go for number 1?