Dunn County transit commission adopts bus-advertising policy to raise local revenue

The Dunn County Transit Commission voted to adopt a new advertising policy for buses and bus shelters after staff said the program could produce roughly $45,000–$90,000 a year toward local matching funds.

Austin, the facilities, parks and transit director, told commissioners the proposed policy allows advertising on sides, quarter panels, tails and at bus shelters and establishes a one-year standard term with a three-month minimum for event ads. “That could be another $45 to $90,000 a year,” Austin said in explaining how ad revenue would help the transit budget.

Commissioners discussed specifics that could affect advertisers and the system. A commissioner asked what happens if a bus with a paid advertisement goes offline for an extended period; Austin pointed to contract language that would allow the commission to terminate an agreement or move the ad to a different vehicle. “We could terminate that agreement and we could put that on another bus as a new agreement,” he said.

Staff noted the Stout route is prorated at roughly 70% of the year because those buses are parked during summer months; that adjustment was used to make ad rates more feasible. Commissioners and staff also reviewed expected annual mileage for different vehicle types (small buses about 20,000–25,000 miles annually; larger transit buses about 10,000 miles annually) as a factor in selecting vehicles for advertising.

A motion to adopt the advertising policy was made, seconded and passed. The transcript records the motion and the chair’s announcement that it passed but does not contain a roll-call tally of individual votes.

Next steps include finalizing contract language to protect advertisers and returning to the commission if members want to amend ad-term provisions for non-event advertising.