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Nashua schools add electronic ads to stadium

Union Leader Correspondent

October 14. 2012 8:53PM

NASHUA - The school district is pursuing an agreement with a local sign company to install a series of large electronic displays at Stellos Stadium, a move that could bring tens of thousands of dollars to the district each year in advertising revenue.

Dan Donovan, chief operating officer for Nashua schools, said the topic has been on the table for nearly two years and is finally coming to fruition.

'The idea is to have (Barlo Signs International) invest in the signs, they would go out and get the advertisers, and we would split' the income, Donovan said at the Building and Finance Committee meeting last week.

After contracting with a minimum of 13 advertisers, the Hudson-based company will install four 5-by-10-foot and two 2-foot-6-by-6-foot-6 electronic message centers.

With the approval of the contract, Barlo will also be responsible for soliciting advertisers by providing flyers, rate sheets, contracts and other materials. The company will own and maintain the signs, operating them during events at the stadium.

The district will be responsible for providing electricity and Internet service.

Donovan said with 13 advertisers the district would receive a minimum of $22,815 the first two years, increasing by $1,755 with each additional advertiser. The number could be far higher, with a maximum of 26 advertisers possible.

For the first two years, the district will receive $195 per advertiser each month, with Barlo receiving the remaining amount. In the third year, the schools' cut would increase to $225, and on the fifth year to $250. If the district recruits an advertiser, another $25 would be added to the monthly payment. The amounts are smaller in the initial years in order for Barlo to recoup its investment, Donovan said.

Because the stadium is only used nine months during the year, advertisers will pay the monthly fee nine times.

Should the number of advertisers fall below 13 at any time, Barlo reserves the right to terminate the contract.

Currently, the only ads at Stellos Stadium are the Coca Cola logos on the scoreboards, Donovan said.

The contract is for five years and could be extended. Donovan said the rate would be subject to renegotiation after Barlo covers its investment.

The program could begin as early as the spring, depending on how soon advertisers are contracted.

During the presentation, committee chair Dennis Ryder raised an eyebrow.

'We have to make sure that there's no commissions being paid to our personnel on this contract,' he said. 'That would be a very bad thing.'

The contract with Barlo awaits school board approval in coming weeks.

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