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Communications recommends bimonthly, city‑only banner program and transfer of management from CRA to city
Summary
Communications staff proposed bringing the CRA banner program into the city, expanding banner locations to about 313 poles and managing the program from the Office of Communications and Marketing. Staff recommended a uniform design, a bimonthly replacement schedule and limiting content to city messaging; a resolution will return to council for
City communications staff proposed on Oct. 29 that the city adopt and expand the former CRA streetlight banner program, standardize messaging and bring program management into the Office of Communications and Marketing.
Melissa Mickey, manager of communications and marketing, told council the program’s goals are beautification of main corridors, promotion of city campaigns and increased community engagement. Staff proposed expanding current banner locations (147) to roughly 313 locations by February 2026 (additional sections of Cape Coral Parkway and Del Prado Boulevard were cited). Mickey recommended a bimonthly (every two months) change schedule as a balance between frequent rotation and staff capacity.
Staff provided a per‑change labor estimate: three trade specialists using a bucket truck change 147 banners at approximately $21,116 in labor and equipment cost per full change‑out (staff did not include banner production cost in that figure; vendors told staff banner production is roughly $100 per banner). Mickey recommended a uniform design and city‑only messaging to avoid scheduling disputes, maintain consistent branding and limit exposure to controversial outside content. She said staff will prepare an annual resolution listing the approved schedule and messages for council adoption.
"The banners beautify corridors, promote city campaigns, and help unify our public spaces with consistent positive messaging," Mickey said, summarizing the communications goals staff seeks to advance through the program.
Council members debated whether to open the program to paid advertising or nonprofit applicants. Several council members favored keeping the program city‑managed and city‑messaged to avoid perceived favoritism and reduce administrative burden, while others favored exploring nonprofit or fee‑based participation, provided scheduling and content rules are clear. Staff said the Florida League of Cities and other peer agencies generally do not generate material revenue from banner programs: fees typically cover labor and production costs rather than earning a profit.
Ending: Council directed staff to draft a resolution for formal adoption; staff will provide cost estimates for the expanded inventory and proposed schedule and return the resolution for a future council action.
