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Laredo ISD explores stadium advertising, Jumbotron upgrades and Saturday-game revenue options
Summary
Trustees heard proposals to monetize stadium and gym signage, discussed $95,000 in advertising proceeds currently held, and reviewed talks with vendors and sponsors including Charlie Clark Hyundai and Texas Community Bank to help fund scoreboard/Jumbotron upgrades.
District staff told trustees on Aug. 7 that the district maintains a separate advertising fund for stadium and facility signage and currently holds about $95,000 in that account.
Miss Martinez, who addressed the committee on athletic revenue and advertising, said contracts for major advertising boards are typically five-year agreements and that some high-value inventory (for example, exclusivity for a bank or one fast-food vendor) is reserved by contract. Miss Martinez said Falcon Bank did not renew and Texas Community Bank replaced that slot.
District staff described ongoing outreach to Daktronics (the scoreboard vendor) and to marketing partners. Miss Martinez said Charlie Clark Hyundai is planning a promotion with the district that would include sponsoring “first down” or “touchdown” features and that the vendor has a marketing consultant who will advise on pilot sponsorships for stadium and gym displays. “They’re giving us more ideas on how to approach more vendors,” she said.
Why it matters: Staff said parts for the current stadium screens are becoming obsolete, noting the scoreboard electronics were purchased in 2013 and that some pixels are failing. Staff warned replacement parts may be unavailable next year and that full replacement could be more expensive than installing a new system.
Revenue uses and constraints: Advertisements sold to local businesses are accounted for in a separate fund; staff said some revenues are earmarked for equipment maintenance and replacement (for example, Jumbotron repairs) while other facility replacements would be paid from the general fund. The district also reported separate accounts for ticket-gate revenue (about $279,000 collected this year) and a smaller advertising account balance of about $95,000 earmarked for signage.
Other operational notes: Trustees and staff discussed whether moving a major game from Friday to Saturday would increase attendance and gate revenue. Coaches and athletic staff, consulted by the district, generally preferred Friday games; staff said a formal review of attendance history and UIL scheduling constraints is underway and will be returned to the trustees for consideration.
Ending: Staff recommended continuing vendor talks and pilot sponsorships and said they will return with cost estimates and recommended use of the $95,000 advertising balance if a replacement or upgrade of stadium screens is required.
