DROITWICH traffic islands, the gateway signs and even a bridge could soon be sponsored in a bid to bring in thousands of extra pounds for the town.
The idea was discussed at the last Droitwich Town Council meeting.
A presentation was given by three representatives from Immediate Solutions Ltd (ISL) who detailed how Droitwich could earn thousands of pounds by selling advertising space on the ‘town’s assets’.
ISL currently works with several local authorities across the Midlands, including Worcester City Council, Birmingham City Council, Evesham Town Council, Solihull Borough Council and Wyre Forest District.
ISL has put forward a 20-site proposal for Droitwich, which includes 14 roundabouts, the five gateway to the town signs and a bridge.
Director Simon Evans said depending on the asset and its location, each advertising space in Droitwich had the potential to generate between £2,000 and £6,000 per year in revenue.
The system works by ISL sourcing potential advertisers and then working with the council to decide which ones would be best suited to each site.
During the meeting Mr Evans spoke about councils using this method of offering advertising space to maximise their assets, to counteract budget cuts they are faced with and to assist with efficiency savings.
“We have 100 local government contracts and have had a very positive response.
“The bottom line is the bottom line and we think we can generate a significant income.”
He also said each of the sites would be treated with sensitivity and Droitwich Town Council would be in full control over what was advertised and where. He said similar historic towns, such as Stratford, had run successful campaigns, whilst ensuring the sponsorship was in keeping with the historic area.
Questions were asked about why it would not be Worcestershire County Council – the Highways authority – getting the revenue and it was explained that the county passed responsibility it down to the district councils and that Wychavon gave control to the town councils, as it had done in Evesham.
Fears were also expressed about the signs causing a distraction to drivers who, some councillors said, should be focusing on the road.
A spokesperson for Droitwich Town Council said the authority had already previously agreed for advertising to be permitted on roundabouts but, because potential clients had not been proactively persued in the past it made sense to outsource it.
And the committee gave the go ahead to exploring the idea in more detail with ISL.
* What do you think? Do you think having sponsors on its ‘town assets’ will be beneficial Droitwich? Or do you think the roundabouts, bridges and signs should be left how they are? E-mail us your views to [email protected]
