The city's looking to clear some ad space for southern Dallas ...

JCDecaux has been responsible for the Love Field advertising for years. Not anymore.

Tuesday afternoon Mayor Mike Rawlings introduced the second ?phase? of his GrowSouth initiative intended to improve education and the economy in southern Dallas. That 83-minute announcement took place at the Texas Discovery Garden in Fair Park ? a very public display of affection.

Far more quietly, the city is making another commitment to southern Dallas: At the end of last week the Dallas Airport System issued a request for proposals from companies capable of filling Dallas Love Field, Dallas Executive Airport and even the Dallas Heliport with advertisements ? and, of course, the money those billboards and banners bring in. Part of that RFP hinges on proposers? ability to guarantee ad space for businesses in southern Dallas.

Three locations inside the new Love Field terminal have been set aside to ?include advertising clients for the Southern Sector of Dallas,? according to the RFP below. ?If the proposed fixture is a static ad, then the advertising associated with the fixture shall pertain to advertising clients for the Southern Sector of Dallas. If the proposed fixture includes the capability to digitally include multiple advertisements, then at least 50% of the ads are to include advertising clients for the Southern Sector of Dallas. Proposer should clearly exhibit the ability to deliver Southern Sector advertising in their proposal.?

Says Director of Aviation Mark Duebner, the caveat was added to create ?a good mix of revenue potential for the airport and a good opportunity for Dallas businesses.?

The city council was briefed on the RFP in February, and told that those locations would come with lower rent rates to allow for a broader selection of businesses. As council member Dwaine Caraway said Tuesday evening following the GrowSouth presentation, those ?Southern Sector? businesses will be small businesses, more than likely, and they won?t be able to pay ?what your AT&Ts and other big businesses can afford ? $25,000 and up.?

In the past Caraway has been critical of the city?s contract with JCDecaux, which has had the Love Field advertising contract for years. But the city has let that deal lapse, Duebner says, in an effort ?to start over.? Caraway?s thrilled.

?As we speak I am sitting in Black Jack Pizza on MLK,? Caraway said. ?The Black Jack pizza does not have a budget like Dominos, Pizza Hut or Pizza Inn, for example. They cannot afford to advertise at Love Field right now. But they need an opportunity to put themselves before the public. Rudy?s Chicken, which we say is the best chicken in the United State of America, visitors coming to town will never know that unless they can expose themselves. This RFP helps these small businesses immensely. It gives them the opportunity for greater exposure. I am excited about it. I am ecstatic about it. Now, those people will have to do the business thing and take advantage of it.?

Dallas Airport Advertising RFP

Source: http://cityhallblog.dallasnews.com/2013/05/the-citys-looking-to-clear-some-ad-space-for-southern-dallas-businesses-on-the-walls-of-the-new-dallas-love-field.html/

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