CRAVEN DISTRICT COUNCIL
COMMUNITY SERVICES COMMITTEE 12 DECEMBER 2006
CAR PARK LIGHTING COLUMN ADVERTISING
Ward(s) affected: All Wards
Report of Head of Leisure & Community Facilities
1. Purpose of Report – To seek permission to allow advertising within all Council car
parks on car park lighting columns to enable new security measures to be
introduced at no cost to the Council. (Subject to planning approval)
2. Recommendations – Members are recommended to:
2.1 Request the Car Park Manager to develop proposals for advertising on car park
lighting columns in Council car parks ( enabling improved lighting or CCTV cameras
at no cost to the Council ), and to circulate the detailed proposals to Members of
this committee prior to seeking planning approval.
2.2 Subject to approval of the Chair and Vice Chair of this committee, and securing
planning permission, for the Car Park Manager to procure the agreed scheme.
3.1 Craven District Council operates 26 car parks, both free and Pay & Display,
3.2 Advertising rights are currently sold on the reverse of Pay & Display car park tickets
which substantially reduces the cost of these tickets to the Council.
3.3 One of the main concerns for car park user safety, fear of crime, is inadequate
lighting in car parks. Many of the Councils car parks require improved or
replacement lighting columns at an estimated cost of ?1000 per column.
3.4 The current CCTV system for Skipton has 5 CCTV cameras within Skipton car
parks. This system currently costs the authority ?55,000 to monitor and is of limited
use. There are no plans to expand the current CCTV system.
3.5 The Council does not currently have an outdoor ‘inform and warn’ system.
4. Partnership Opportunity
4.1 Companies are available that are able to supply lighting column media innovations
and whilst working in conjunction with the relevant local authority departments, will
totally fund the provision of new and/or replacement lighting columns/CCTV
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4.2 These systems would provide the Council with new lighting column, designed to
meet all EU regulations, a duel sided advertising poster platform and an integrated
two line LED display screen.
4.3 The integrated two line LED display screen would facilitate an ‘inform and warn’
system for Craven. Providing instant messaging on a panel at the top of each duel
sided advertising poster platform. This would be controlled and updated by the
Council from a central location. The ‘inform and warn’ messages can cover a wide
range of subjects, from local traffic speed reminders, road closures, or civic events
through to emergency messages concerning crime or civil matters. This messaging
system would remain the sole domain of the Council, who may offer this system to
other relevant bodies such as the Police or the Fire Services. The messaging
system is controlled via a strict, secure and audited protocol, which is managed by
the partner company, at no cost to the Council.
4.4 The partner company would undertake to finance and project manage the entire
process, whilst working closely with the relevant Council Departments to consider
all aspects of financing, contract administration, planning and installation, through to
marketing and advertising sales.
4.5 The partner company could also provide unused display units for publicity of
Council/Community material. E.g. fostering and adoption, car crime prevention or
election awareness. This is estimated to be 6/8 weeks per display per annum of
free promotional space.
4.6 The Council would also benefit from a share of the revenue generated from each
poster site through a revenue share scheme.
5.1 Financial Implications – the outdoor media represents no cost to the Council as
the partner company would provide all required finance for provision and roll out of
lighting columns and advertising panels. All on-going maintenance is funded by
advertising revenue. The partner company will provide and install brand new
lighting columns free of charge, which will incorporate the lit advertising panels and
LED system panels whilst matching the existing street furniture profile. This will
result in the saving of approximately ?1000 per brand new fitted lighting column.
Under the contracted terms of any revenue share scheme the Council will likely
receive 20% of gross advertising revenue calculated by independent auditors
quarterly and supplied by cheque or bankers draft in arrears. It is forecast that each
lighting column will produce an income from advertising of ?1000 - ?1250 per
annum direct to the Council.
The Council would remain responsible for the purchase, maintenance and running
costs of lanterns and/or CCTV cameras. This would be done from existing car park
budgets. The partner company would be responsible for all advertising poster
platforms (including the integrated LED display screens) maintenance and running
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Any CCTV provision through this system would be unmonitored with evidence being
recorded to equipment stored within the CCTV camera column. Should Craven
District Council want any additional CCTV cameras through this system to be
monitored there would be an additional cost to connect any CCTV cameras to the
CCTV monitoring station.
5.2 Legal Implications – the advertising contract duration will need to be negotiated
but typically is 20 years.
Advertising permission would need to be obtained through Planning by the partner
company in order to proceed with this proposal.
All advertising content will at all times adhere to the Advertising Standards Board
Regulations. These Regulations exclude all forms of party political advertising and
the partner company would need to allow the Council the power to veto any
contentious advertising material.
5.3 Contribution to Corporate Priorities – the Crime and Disorder Act 1998 places an
obligation on all local authorities to develop and implement safer community
strategies. The provision of modern public lighting, the possibility of increased
surveillance via the use of expanded CCTV coverage and the implementation of an
emergency alert system that offers instant accessibility to the community at all times
to deliver crime reduction initiatives and increase community well being.
5.4 Risk Management – current car park lighting requires improvement and this
proposal will reduce these costs to the council.
6. Consultations with Others – Safer Craven Community Partnership and Planning
There are concerns that have been identified by Planning Colleagues concerning
the number of advertising boards that could be proposed for each car park and
advertising sign illumination. It is possible to remove the illumination from the
advertising signs and any proposals for advertising sign schemes in each car park
will require planning consent.
7. Access to Information : Background Documents – none
8. Author of the Report – Shane Reffin, Car Parks Manager, telephone 01756
706421; e-mail: firstname.lastname@example.org
9. Appendices –
Appendix A – pictures of a lamppost media solution with integrated ‘inform and
warn’ LED display screen.
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