Mayor Bloomberg Declares New York a Commercial Property

Thu, 03 Apr 2003 13:19:24 -0800

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Commercial Alert, April 3, 2003

Mayor Bloomberg Declares New York a Commercial Property
Coming Soon: Big Apple Bathroom Spray?
Let's Tell Him: Sell Your Own Properties, Not Ours

The New York Daily News reported today that New York City Mayor Mike
Bloomberg has declared the City a commercial property, available to
corporations for sponsorship and naming deals.

According to the Daily News, “senior advisers said the initiative could
include everything from creating a line of official New York City
products, to selling naming rights on Parks Department facilities, to
designing a ‘proud sponsor’ seal that companies could slap on everything
from bottled water to computers.”

Apparently, this is what happens when a media mogul becomes a mayor and
faces a budget shortfall.  Quick, sell more ad space.

The trouble is, this is not a Bloomberg media property he is talking
about. It is New York City, built with the blood and sweat literally of
millions, and supported by tax dollars.

Bloomberg insists the deals will be "tasteful."  But this is a taste
many would prefer not to take at all.  Besides, there is no stopping
this train once it leaves the station.  Are you ready for Coors Central
Park Zoo and the Monsanto Mansion?

If the Mayor is so determined to sell sponsorship deals and naming
rights why doesn't he start with his own mansions and properties and
donate the proceeds to the City?   He was elected to run the City not to
sell it.

WHAT YOU CAN DO TO HELP:
Tell Mayor Bloomberg not to put New York up for sale, or turn the city
into a huckster for soda pop, bail bonds, lawyers, burgers or anything
else. Tell him that the sale of naming rights is an insult to
taxpayers, who have paid dearly for years to fund the city, and it is
wrong for the Mayor to allow corporations to steal the credit from
them. Call Mayor Bloomberg’s chief-of-staff, Peter Madonia. His phone
is 212.788.2728 and fax is 212.788.7169. To send Mayor Bloomberg an
email, go to: <http://www.nyc.gov/html/mail/html/mayor.html>.

BACKGROUND:
Following is an article in today’s New York Daily News.
http://www.nydailynews.com/front/story/72455p-67007c.html

City's Going on the Block; Naming Rights to be Offered
By David Saltonstall

It won't be Citibank Central Park, or even the KeySpan Brooklyn Bridge.
And it's doubtful that, say, Clearasil soon will become the official
acne treatment of the New York City school system.

But in a bid to raise some extra cash for the city, Mayor Bloomberg
announced plans yesterday to sell New York's good name to companies
eager to tap into the city's image as a vibrant, tough-as-nails
metropolis.

"I don't think you will see a big Coca-Cola or Pepsi-Cola sign across
the front of City Hall," joked Bloomberg. "The key is, we want to keep
it tasteful."

The mayor offered few details, choosing to leave those to the city's new
chief marketing officer, Joseph Perello, a branding expert whom
Bloomberg also appointed yesterday at an annual salary of $150,000.

Trying a harder sell

But senior advisers said the initiative could include everything from
creating a line of official New York City products, to selling naming
rights on Parks Department facilities, to designing a "proud sponsor"
seal that companies could slap on everything from bottled water to
computers.

NYPD and FDNY logos also could be more aggressively marketed, aides
added, although both agencies have licensed their seals for years. Last
year alone, that brought in $1.1 million to the Fire Department — and
countless more millions to street vendors selling unlicensed knockoffs.

Firefighter union officials said last night they supported the idea but
they wanted the proceeds from any FDNY logo agreements to continue to go
to the department.

"It represents the blood, sweat and sacrifice that thousands of
firefighters have made for generations," said Steve Cassidy, president
of the Uniformed Firefighters Association.

Either way, aides suggested, the city has enormous marketing potential,
possibly in the same league as Nike or Disney. And with the city facing
a $3.5billion budget gap, it no longer can afford to pass up those
dollars.

Ad execs enthusiastic

"Whether it is the [city's] energy and the excitement, or more recently
the resiliency and courage, those are attributes that companies want to
associate with," Deputy Mayor Dan Doctoroff said.

Most independent ad executives yesterday agreed, suggesting that New
York could reap tens of millions of dollars.

"Everything the city buys, from tires for the police cars, to paint for
buildings, to uniforms for park employees and trash bags for sanitation
workers, those are all products that could be put into a relationship
with the city," said Douglas Pirnie, a senior vice president at
marketing rights giant IMG.

But there would be limits, other suggested, especially when it comes to
the city's most revered landmarks.

"It can't be the Statue of Liberty Mutual, or the Statue of Liberty
Media," joked Jon Bond of the advertising firm Kirshenbaum & Bond.

"That would be inappropriate."

But an official soap of New York City? That you could sell, Bond joked.
"I mean, who wants the official soap of Columbus, Ohio?"

The Daily News' Top 10

Top ten things New York City could endorse:

10. Preparation H: The hemorrhoid treatment of choice for New York
City's bureaucracy.
9. Meineke Mufflers: Official sponsor of the Belt Parkway.
8. Poland Spring: Almost as good as New York City tap water.
7. Depends: Official sponsor of New York City's senior centers.
6. Dunkin' Donuts: Preferred by New York City cops everywhere.
5. Crayola: The official writing tool of the New York City Council.
4. Marlboro: New York's favorite cigarette — as long as you smoke
outside.
3. Windex: When you can't find a squeegee man ...
2. Victoria's Secret: Lingerie worn by New York's finest hookers.
1. Right Guard: Official deodorant of the New York City subway system.

<------article ends here------->

Last year, Commercial Alert and a coalition of New York City residents,
scholars and activists sent a letter to Mayor Bloomberg, asking him not
to sell the naming rights to the city's parks, or portions of them. The
letter is at
<http://www.commercialalert.org/index.php/category_id/3/subcategory_id/41/article_id/94>.

and general information about the “city for sale” phenomenon is at
<http://www.commercialalert.org/index.php/category_id/3/subcategory_id/41/article_id/129>

Commercial Alert is a national nonprofit organization whose mission is
to keep the commercial culture within its proper sphere, and to prevent
it from exploiting children and subverting the higher values of family,
community, environmental integrity and democracy.

Commercial Alert has more than 2000 members, representing all 50 states
and the District of Columbia. Our website is at
<http://www.commercialalert.org>.

Commercial Alert's materials are distributed via our email list. To
subscribe, go to
<http://lists.essential.org/mailman/listinfo/commercial-alert>, or send
a blank message to <subscribe@commercialalert.org>.  Subscribers receive
1-2 emails per week, at most.
--
Gary Ruskin | gary@commercialalert.org
Commercial Alert | http://www.commercialalert.org/
Congressional Accountability Project |
http://www.congressproject.org/
phone: 503.235.8012 | fax: 503.235.5073

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Commercial Alert, April 3, 2003
Mayor Bloomberg Declares New York a Commercial
Property
 Coming Soon: Big Apple Bathroom Spray?
 Let's Tell Him: Sell Your Own Properties,
Not Ours
The New York Daily News reported today that
New York City Mayor Mike Bloomberg has declared the City a commercial property,
available to corporations for sponsorship and naming deals.
According to the Daily News, “senior advisers
said the initiative could include everything from creating a line of official
New York City products, to selling naming rights on Parks Department facilities,
to designing a ‘proud sponsor’ seal that companies could slap on everything
from bottled water to computers.”
Apparently, this is what happens when a media
mogul becomes a mayor and faces a budget shortfall.&nbsp; Quick, sell more
ad space.
The trouble is, this is not a Bloomberg media
property he is talking about. It is New York City, built with the blood
and sweat literally of millions, and supported by tax dollars.
Bloomberg insists the deals will be "tasteful."&nbsp;
But this is a taste many would prefer not to take at all.&nbsp; Besides,
there is no stopping this train once it leaves the station.&nbsp; Are you
ready for Coors Central Park Zoo and the Monsanto Mansion?
If the Mayor is so determined to sell sponsorship
deals and naming rights why doesn't he start with his own mansions and
properties and donate the proceeds to the City?&nbsp;&nbsp; He was elected
to run the City not to sell it.
WHAT YOU CAN DO TO HELP:
 Tell Mayor Bloomberg not to put New York
up for sale, or turn the city into a huckster for soda pop, bail bonds,
lawyers, burgers or anything else.&nbsp; Tell him that the sale of naming
rights is an insult to taxpayers, who have paid dearly for years to fund
the city, and it is wrong for the Mayor to allow corporations to steal
the credit from them.&nbsp; Call Mayor Bloomberg’s chief-of-staff, Peter
Madonia.&nbsp; His phone is 212.788.2728 and fax is 212.788.7169.&nbsp;
To send Mayor Bloomberg an email, go to: &lt;<a href="http://www.nyc.gov/html/mail/html/mayor.html">http://www.nyc.gov/html/mail/html/mayor.html</a>>.
BACKGROUND:
 Following is an article in today’s New York
Daily News.
 <a href="http://www.nydailynews.com/front/story/72455p-67007c.html">http://www.nydailynews.com/front/story/72455p-67007c.html</a>
City's Going on the Block; Naming Rights to
be Offered
 By David Saltonstall
It won't be Citibank Central Park, or even
the KeySpan Brooklyn Bridge. And it's doubtful that, say, Clearasil soon
will become the official acne treatment of the New York City school system.
But in a bid to raise some extra cash for
the city, Mayor Bloomberg announced plans yesterday to sell New York's
good name to companies eager to tap into the city's image as a vibrant,
tough-as-nails metropolis.
"I don't think you will see a big Coca-Cola
or Pepsi-Cola sign across the front of City Hall," joked Bloomberg. "The
key is, we want to keep it tasteful."
The mayor offered few details, choosing to
leave those to the city's new chief marketing officer, Joseph Perello,
a branding expert whom Bloomberg also appointed yesterday at an annual
salary of $150,000.
Trying a harder sell
But senior advisers said the initiative could
include everything from creating a line of official New York City products,
to selling naming rights on Parks Department facilities, to designing a
"proud sponsor" seal that companies could slap on everything from bottled
water to computers.
NYPD and FDNY logos also could be more aggressively
marketed, aides added, although both agencies have licensed their seals
for years. Last year alone, that brought in $1.1 million to the Fire Department
— and countless more millions to street vendors selling unlicensed knockoffs.
Firefighter union officials said last night
they supported the idea but they wanted the proceeds from any FDNY logo
agreements to continue to go to the department.
"It represents the blood, sweat and sacrifice
that thousands of firefighters have made for generations," said Steve Cassidy,
president of the Uniformed Firefighters Association.
Either way, aides suggested, the city has
enormous marketing potential, possibly in the same league as Nike or Disney.
And with the city facing a $3.5billion budget gap, it no longer can afford
to pass up those dollars.
Ad execs enthusiastic
"Whether it is the [city's] energy and the
excitement, or more recently the resiliency and courage, those are attributes
that companies want to associate with," Deputy Mayor Dan Doctoroff said.
Most independent ad executives yesterday agreed,
suggesting that New York could reap tens of millions of dollars.
"Everything the city buys, from tires for
the police cars, to paint for buildings, to uniforms for park employees
and trash bags for sanitation workers, those are all products that could
be put into a relationship with the city," said Douglas Pirnie, a senior
vice president at marketing rights giant IMG.
But there would be limits, other suggested,
especially when it comes to the city's most revered landmarks.
"It can't be the Statue of Liberty Mutual,
or the Statue of Liberty Media," joked Jon Bond of the advertising firm
Kirshenbaum &amp; Bond.
"That would be inappropriate."
But an official soap of New York City? That
you could sell, Bond joked. "I mean, who wants the official soap of Columbus,
Ohio?"
The Daily News' Top 10
Top ten things New York City could endorse:
10. Preparation H: The hemorrhoid treatment
of choice for New York City's bureaucracy.
 9. Meineke Mufflers: Official sponsor of
the Belt Parkway.
 8. Poland Spring: Almost as good as New York
City tap water.
 7. Depends: Official sponsor of New York
City's senior centers.
 6. Dunkin' Donuts: Preferred by New York
City cops everywhere.
 5. Crayola: The official writing tool of
the New York City Council.
 4. Marlboro: New York's favorite cigarette
— as long as you smoke outside.
 3. Windex: When you can't find a squeegee
man ...
 2. Victoria's Secret: Lingerie worn by New
York's finest hookers.
 1. Right Guard: Official deodorant of the
New York City subway system.
&lt;------article ends here------->
Last year, Commercial Alert and a coalition
of New York City residents, scholars and activists sent a letter to Mayor
Bloomberg, asking him not to sell the naming rights to the city's parks,
or portions of them.&nbsp; The letter is at &lt;<a href="http://www.commercialalert.org/index.php/category_id/3/subcategory_id/41/article_id/94">http://www.commercialalert.org/index.php/category_id/3/subcategory_id/41/article_id/94</a>>.
 and general information about the “city for
sale” phenomenon is at &lt;<a href="http://www.commercialalert.org/index.php/category_id/3/subcategory_id/41/article_id/129">http://www.commercialalert.org/index.php/category_id/3/subcategory_id/41/article_id/129</a>>
Commercial Alert is a national nonprofit organization
whose mission is to keep the commercial culture within its proper sphere,
and to prevent it from exploiting children and subverting the higher values
of family, community, environmental integrity and democracy.
Commercial Alert has more than 2000 members,
representing all 50 states and the District of Columbia.&nbsp; Our website
is at &lt;<a href="http://www.commercialalert.org">http://www.commercialalert.org</a>>.
Commercial Alert's materials are distributed
via our email list. To subscribe, go to &lt;<a href="http://lists.essential.org/mailman/listinfo/commercial-alert">http://lists.essential.org/mailman/listinfo/commercial-alert</a>>,
or send a blank message to &lt;<a href="mailto:subscribe@commercialalert.org">subscribe@commercialalert.org</a>>.&nbsp;
Subscribers receive 1-2 emails per week, at most.
 --
 Gary Ruskin | gary@commercialalert.org
 Commercial Alert | <a href="http://www.commercialalert.org/">http://www.commercialalert.org/</a>
 Congressional Accountability Project |
 <a href="http://www.congressproject.org/">http://www.congressproject.org/</a>
 phone: 503.235.8012 | fax: 503.235.5073</html>

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