Caltrans wants to say it with flowers

If you're driving down the 405 some day and think those roadside poppies seem to be growing in the shape of the Coca-Cola logo, don't panic. You may not be hallucinating -- it could just be a new form of advertising.

Seems the head of Caltrans has written to the U.S. Secretary of Transportation about ways to squeeze more money out of California’s freeways. One controversial idea -- to allow commercial ads on the state electronic messaging signs -- was detailed last week in The Times.

But Caltrans director Will Kempton also broaches other cash-raising ideas that include allowing corporations that pay for freeway landscaping to plant vegetation in the form of commercial insignias.

A federal waiver of rules regarding commercial uses on freeways, "would allow sponsors to use vegetation to include commercial logos as part of the displays," Kempton wrote. "It is our expectation that sponsors would recognize the value of the program, exercise diligence in designing and maintaining displays that directly represent their business, and be willing to increase their financial participation."

The concept is under consideration and has not yet been given the green-light by Kempton or the feds. Still, not everyone likes the idea of corporate logos in freeway landscaping.

"It’s part of the commercialization of our open spaces," said Dennis Hathaway, president of the Coalition to Ban Billboard Blight. "The open spaces belong to the people, and this kind of auctioning off of it to corporate interests is a terrible trend."

-- Patrick McGreevy

Photo: Veronique de Turenne / Los Angeles Times

 

Comments

[Dan]

Won't that look wonderful.