Geico - and Gecko - Denied GWB Ad Placement

2007_01_gwb bridge.jpg

Score: Gecko, 0, and People Tired of Ads, 1.

Last week, it was announced that the Port Authority and Geico had worked out a $3.2 million deal for the insurance company to place signage and marketing goods at the George Washington Bridge toll plaza as well as at other Port Authority facilities and on other Port Authority collateral. Think costumed geckos at the bus station or Geico logos on Port Authority mailers. But now Port Authority is cancelling the deal after an ensuing outcry from preservationists, local officials and, most of all, state politicians.

Various lawmakers felt that the Port Authority-Geico deal was severely undervalued. Former NJ Governor and State Senate President Richard Codey thought the $3.2 million coast was "out of whack" given the number of eyeballs that see the GWB toll plaza. Plus, he says that he was never consulted about the Port Authority's advertising program while he was governor, a big no-no since NJ and NY share oversight of the Port Authority. NJ Governor Jon Corzine will review the sponsorship, but as there's talk about whether the bidding process was fair, we were instantly reminded of NYC's ballyhooed Snapple deal which came up really really short.

The NY Times reports that the Port Authority's executive team discussed the issue over the weekend and made the decision yesterday. The Port Authority line now is: "The agency is attempting some untested efforts, and in this case misjudged the negative reaction from the community and public officials." Additionally, PA spokesman Stephen Sigmund said, "We misjudged the negative reaction to this," especially as the agency has ambitious goals to raise more revenue through advertising - which is needed to keep up with its projects. The Times also suggests that the Geico debacle "may be a taste of the emerging debate over Governor Corzine’s exploration of whether to sell or lease state assets like the New Jersey Turnpike and the Garden State Parkway" in order to raise funds. Selling the turnpike? We wonder who would buy it.

And Codey said, "It looks like the lizard's going back underground." But not all geckos have to live underground - here's Associated Content on creating a habitat for your pet Leopard Gecko.

Photograph of a magical looking George Washington Bridge by kerfuffle and zeitgeist on Flickr

Contact the author of this article or email tips@gothamist.com with further questions, comments or tips.

By Jen Chung in News on January 9, 2007 9:12 AM

Comments [rss]

James Frey

Tom 10:19 - the Port Authority is supported solely by the revenue it raises from its toll crossings. The "Authority" part in its name means it has the authority to collect tolls - in theory, making it self-sufficient. PA's bridges, tunnels and airports does not receive taxpayer-funded subsidies the way other infrastructure does -- with the exception, of course, of anti-terrorism federal dollars.

Having said all of that - the PA was pretty moronic for selling those rights for so... little... money.

dhex

naming rights are a great thing - it spends less tax money on what is otherwise an empty money pit into the ground of uselessness (for the municipality - for the team it's great as it's basically a subsidized money-printing machine).

still, sports teams should fund their own fucking stadiums.

Peter

The George Washington Bridge already is a huge moneymaker for the Port Authority, with net income of $160 million in 2005. The airports are major profit centers too ($315 MM), as are the Goethals Bridge ($47 MM) and Outerbridge Crossing ($36 MM). The Port Authority incurs minor losses on the tunnels (combined -$20 MM) and the Bayonne Bridge (-$10 MM).

On a different note, the big money-losers are the Port Auhtority Bus Terminal (-$48 MM) the seaport facilities (combined -$102 MM), and by far the worst of all, PATH (-$255 MM).

anonymass

When Geico and other auto insurance companies lower their insane rates to reasonable/afforable levels, then we can talk about sweetheart backroom advertising deals.

pedestrian

Jersey commuters depend on the infrastructure the PA maintains (PATH, Holland, Lincoln, GW). If it wants to make some extra cash by selling ads, fine by me.

Rocknrope

There goes someone's bonus....

bob a booey

Any commenter or politician with half a brain would realize that this is bad news.

Rather than raising tolls, the advertising was meant to raise money for the PA. Who cares about seeing a sign above the toll booths when there are a slew of billboards just to the left of the toll plaza that the PA isn’t profiting from because they are on private property???

jack oneil

Why do people care? I want to get through as fast as possible and don't really notice the ads. I don't understand why people get so pissed about silly things like this.

Tom

So let me get this straight... everyone would rather have their taxes raised than have a Geico ad on a bridge that most of us will never cross?

Smart move, boneheads.