Article published July 02, 2007
2 commit to placing ads on police cars
By CHRISTINA HALL
BLADE STAFF WRITER
Two people have committed and three others may jump on the Toledo police car advertisement bandwagon.
A lawyer and a small retail business have committed to donating $15,000 to sponsor a new patrol car and have their ad placed on each side of the squad car, police Chief Mike Navarre said.
He said another lawyer and the manager of a large business that provides entertainment may be interested and may commit to the program.
The chief declined to identify the parties.
The responses resulted from 1,000 letters recently mailed to businesses announcing a "Patrol Vehicle Sponsorship Program."
The letters contained interest cards businesses could return.Three of the four interested parties received letters, and one did not, said Chief Navarre, who chooses the sponsors.
He said all four parties would be acceptable.
"We are probably going to go ahead and put the ads for these businesses on the left and right rear quarter panels of the new cars when they come in," the chief said. "Hopefully, that appearance will drum up some business from the other places in the community."
The force needs to replace its aging fleet. The chief says that of the approximately 140 marked vehicles, about 100 need to be replaced.
Chief Navarre said small departments, mostly in the South and West, have ads on their vehicles. Fire departments in other cities also have them, acting Toledo Fire Chief Mike Wolever said.
"I would certainly look at it if it would help us in any way, with the appropriate advertisement," he said. "I would be interested in doing it if the market would support it."
Chief Wolever said the fire department has not broached the idea, but said the wise thing to do is to "hang back" and assess how the police car advertising fares.
He said new rigs for his department would be welcome. The department will be getting two new engines, and around September, it will have six new basic life support transport vehicles.
Chief Navarre said new police cars could hit the streets by the end of summer or early fall. The approximately 3-foot-by-1-foot ads will be where "911" is written on the cruisers.
An ordinance offered by police to lease 35 new cars was pulled from City Council's agenda in advance of its meeting June 19.
Chief of Staff Robert Reinbolt said he wanted to investigate whether the city's costs could be reduced.
The ordinance calls for the city to spend $350,000 a year for three years to lease police cars from Charlie's Dodge in Maumee. After the third year, the city could buy the cars for $1 each. The deal works out to $30,000 per car.
Mr. Reinbolt said the city needs cruisers, but the administration wants to be cautious about committing to spending in future years.
A budget deficit is expected next year.
Dave Moebius, assistant chief of staff and safety director, said officials are beginning the 2008 budget process, but it's too early to supply numbers. Next year's budget has to be submitted to council by Nov. 15.
He said money donated to the vehicle sponsorship program will offset the $350,000 needed each year for the lease.
The chief said the department plans to use $200,000 in federal grant money to put equipment, such as computers, dashboard video cameras, and protective shields, in the cars.
He said he's received some letters, phone calls, and e-mails about the program. The negative ones have outweighed the positive ones.
"I really didn't know what to expect," the chief said. "It's still early."
He said he will evaluate the response from the first 1,000 letters before deciding if another batch will be mailed. Businesses that didn't receive a letter may call or e-mail police if they are interested in the program, the chief said.
Contact Christina Hall at:
chall@theblade.com
or 419-724-6007.
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