Waukesha finance committee approves downtown kiosk advertising policy, 3-1

Waukesha City’s Finance Committee on Feb. 25 approved an advertising policy and fee schedule for downtown map kiosks, voting 3-1 to allow paid ads on the four kiosks and to let Community Development adjust fees.

The policy establishes an initial fee structure of $150 for one week, $500 for one month and $800 for two months; advertisements will occupy a small area of the kiosk screen for roughly 10 seconds and be shown about one to two times per minute depending on the number of advertisers. Revenue from the program will be used to market downtown, maintain and potentially replace kiosks, and support city-sponsored downtown events.

Robin Graham, associate planner with Community Development, described the kiosk as a downtown map that helps pedestrians locate businesses and noted there is space on the lower-left of the screen for paid advertising. “We do have a few that are interested,” Graham said, citing Waukesha State Bank as one example. Graham said the policy was drafted by city staff and reviewed by the city attorney’s office and that staff would manage the advertising program.

Committee members questioned the price and frequency of ads. “It seems awful high to me,” said Alderson Lemke, a finance committee member, after noting the ad area is a small portion of the screen. Another committee member, Vern, urged more flexible price adjustments, saying, “I would like to give the city staff the authority to adjust it whenever they feel it's appropriate,” to maximize revenue and avoid blank ad space.

The policy gives priority to downtown businesses and lists categories that would not be allowed, such as tobacco, certain controlled substances and firearms advertising, as written in the draft. Committee members also discussed guaranteeing at least 10 seconds of display every one to two minutes, which equates to about six to 12 displays per kiosk per hour depending on rotation and the number of advertisers; the kiosks total four units.

During questions about accounting, a city staff member said the cover letter indicates revenues will be recorded to the specified city account (referenced in the meeting as account 558/581) and could be carried forward against future expenses if appropriate. The committee chair moved to approve the item as presented; Alderman McElderly seconded. On a voice vote the motion passed 3-1, with one committee member stating opposition to allowing advertising on the kiosks.

The committee approved the policy, the proposed fee schedule and staff authority to manage pricing and program adjustments. Community Development will implement the advertising program and monitor take-up and pricing going forward.