Council approves sponsored beach umbrellas and a MobiMat; residents debate ads on public property

The Long Beach City Council approved sponsorship agreements to fund commercial beach umbrellas and one beach accessibility mat (MobiMat). Staff described the umbrella program as a sponsorship rather than a donation; sponsor Leah Tozer (Daniel Gail Sotheby's International Realty) agreed to cover the upfront cost so the city could purchase higher-quality umbrellas that staff said last multiple seasons.

Phil Morgoni and other staff said a sponsorship logo would appear on the umbrellas alongside the city logo. Council members and members of the public discussed whether placing a sponsor's name on city-owned umbrellas amounts to advertising in public space. One resident said she preferred donations without visible names; another resident and a council member said sponsored umbrellas had been in use for several years without complaints.

City staff stated the umbrellas cost about $295 each plus setup and freight with a total umbrella purchase in the $4,900–$6,000 range for the first order; sponsors usually cover the cost and the city then purchases and maintains the umbrellas. On the accessibility mat, East End Volleyball agreed to sponsor one MobiMat to be placed at Laurelton Beach; council and public commenters said they hoped to expand the number of mats in subsequent years.

Council members framed both sponsorships as ways to defray costs for necessary beach equipment that protects staff and visitors. The resolution to accept the sponsorships was bundled into a block vote with other routine items and carried.