NCSD board votes to table ad proposal

Sept. 27--Darren Eide is going to have to wait a little longer to see Clemon-Maki's logo at Newton's H.A. Lynn Stadium. The Newton Community School District Board of Education voted Monday night to table a proposal from the local insurance company Eide co-owns, in favor of re-examining the district's advertising policy.

The agreement, which would have run from the 2018-19 school year until the end of SY 2020-21, would potentially generate $3,500 worth of advertising revenue for the district each year. Newton Community School District Superintendent Bob Callaghan said the amount represents one of the largest ad buys for the athletic department, whose annual advertising revenue is typically less than $10,000 per year.

Callaghan said the money is typically earmarked for the department who generates the revenue.

"It goes into the general fund," Callaghan said. "It doesn't have to, but we tend to dedicate it to the department that raises the funds."

In an interview last week, Eide said the insurance agency decided to purchase the ads because they were looking for a different way to give back to the community. Working with NCSD Athletic Director Ryan Rump, Eide said the proposed ads would be a unique branding method. During home basketball games for the Cardinals, each corner of the court will feature an advertisement for Clemon-Maki, at H.A. Lynn Stadium Eide and Rump have been working together on a plan to place advertisements on the bleacher steps.

"We're looking at doing the stadium steps," Eide said. "Really, what we're looking forward to is not only doing something we're able to partner with the school, but we're able to do something that's a little more unique and different."

Board member Travis Padget was the first to raise the issue Monday night. As board members looked over the documents relating to the advertising agreement, Padget said he's concerned the district doesn't have a clear-cut plan in place with regards to advertising.

"I question myself selling space on school grounds, how that's justifiable, we want to make sure our process is fair and equitable," Padget said. "What's our obligation and our risk involved with that."

According to Callaghan, the proposal itself, one of the largest advertising purchases the district has ever handled, is unique. Both Callaghan and Newton High School Principal Bill Peters told board members Monday night the proposal isn't something they typically see from advertisers who are looking to purchase space.

"The group approached the school. We weren't looking for this," Peters said.

While the district's campuses often receive advertising requests, Callaghan said a proposal like Clemon-Maki's, which would span three years, is something that requires board approval to move forward with.

"Advertising is a little different because it deals with school property," Callaghan said. "When you're talking about someone putting their name on the back of a program that doesn't require school district property and that doesn't require board approval. But when you're putting five signs on the west side of the football stadium and plastering them onto the side of school district property, then it does rise to the level of the board."

While the proposal from Clemon-Maki represents a significant chunk of the district's annual ad revenue, Peters said the funds aren't necessarily earmarked towards a specific project. Typically, money generated by ad revenue is allocated for the athletic department, although Peters said Rump hadn't identified any specific needs.

"I agree with Bill (Peters). I don't think this is for any big-ticket item," Callaghan said. "This, to me, what I understand this to be, is Ryan (Rump) coming to Bill (Peters) and I and saying, 'I'd like to do this so we have funds to purchase things.'"

To Peters, having an easy to understand policy makes sense.

"We would certainly agree with that. There's no intent to help one company over the other in this situation, a process would be nice," Peters said. "Quite honestly, this isn't something that happens that often, 10 years ago we wouldn't even be having this conversation."

On Monday, Callaghan said he'd meet with district attorneys to hash out a policy regarding advertising in hopes of bringing the information back to the board before their next scheduled meeting Oct. 8.

"Many districts are now moving forward with developing a policy, I can reach out to our legal counsel to help this board to develop a similar process. This is brand new," Callaghan said.

Board President Robyn Friedman said she's concerned the board could be heading down a "murky" path without an established policy on advertising.

"It seems a little murky. There's never been a discussion about how far we can go with advertising," Friedman said. "If the band wanted new uniforms could we offer to sell advertising on those?"

Without a clear cut policy on advertising, board members were split on how to proceed with the request. Board member Cody Muhs motioned to approve the proposal, with board member Josh Cantu seconding.

"The action item really is about this particular item," Muhs said. "If someone was coming wanting to rename this building for instance, that's a whole separate item."

"The discussion of this leads to a bigger scope," Friedman replied.

With every other board member voting down the proposal, it failed at the meeting Monday night, although Friedman said that doesn't mean the proposal is off the table. Despite voting against the proposal, Friedman and other board members made it clear they haven't written off Clemon-Maki. Rather, Friedman said she wants to see the board develop a clear cut policy on advertising, to ensure they have a consistent approach.

"It should be looked at and brought back, possibly in the next two weeks," Friedman said.

Padget, who originally raised the issue, said he still wants to see the board develop a policy for advertising which will allow them to come back to the table with Clemon-Maki.

"If we do it for this we want to be consistent moving forward," Padget said. "I would rather we look at this in the near future, and let them know."

Contact David Dolmage at 641-792-3121 ext. 6532 or ddolmage@newtondailynews.com

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